HubSpot Digital Marketing 101 – 11 Key Tools for Engagement
July 31, 2020
Not so conventional, but digital marketing is an evergreen wave that flows across the entire internet landscape. In fact, we live in the era of digital marketing- from gathering knowledge to online shopping, playing games, and watching streaming- we are connected to every aspect in a way or another.
Hence, it’s the need for every second- and the need for every person as well. Specifically, digital marketing is fundamental to success for many businesses and enterprises. Brand promotion, product selling, etc. through online are on the top of the funnel. They are necessary to survive the competition. So, if you are about to onboard the digital marketing campaign, then first go through the following necessary aspects- what digital marketing is and why it is important- then play like a pro.
So, let’s get started.
What is digital marketing?
In laymen's terms, digital marketing is to market or promote your products/ services using an electronic device or the internet. Email marketing, content marketing, inbound marketing, search engine marketing, social media marketing are its few aspects- through which you can help introduce your audience to your company and its products/solutions.
Moreover, in technical terms, digital marketing refers to online advertising conducted through different digital channels, such as- search engines, social media websites, emails, web applications, and mobiles, etc. - to connect with your prospects and the current customers.
Why is digital marketing important?
Digital marketing is a crucial element to your business that helps grow your business- no matter the size of your company is. It is simply to support digital transformation and company growth. More precisely, why digital marketing matters, because:
- Endless Possibilities for Brands
- Multiple Marketing Opportunities
- Monitoring the Success & ROI
- Supports Overarching Goals
- Brand Recognition & Expansion
- Sales Boost Up
- Direct Interaction with Customers
- Tracking of Customers’ Buying Journey
And, a lot more you can do with digital marketing. Indeed, it offers innumerable benefits.
Now, we will learn about HubSpot digital marketing with associated tools to realize how they will help in our marketing strategy.
HubSpot Digital Marketing
HubSpot offers transparency at every stage of the customer buyer’s journey to figure out the improvements more clearly and what’s happening throughout the journey.
It is the most wonderful reason that most digital marketers are using HubSpot today. No matter what the size is, the majority of enterprises and companies adopt HubSpot digital marketing strategies and processes. Right from the scratch- from creating landing pages to managing technical stuff of website to testing to reporting- everything revolves around here.
However, HubSpot software is a bundle of numerous marketing, sales, and service tools, with CRM as the foundation. With so many tools in the logbook, it’s quite tough to realize the true power of important HubSpot tools.
So, to make this easier for you, we have compiled a list of the best HubSpot digital marketing tools that help you succeed in today’s innovative and cut-throat business era.
Let’s learn together.
11 HubSpot Digital Marketing Tools You Should Be Using
1. A/B Testing
It is used to check the components of the webpage and an email- which is performing better. However, it can be applied to one variable at a single time, such as- inserting the image on the landing page or adding the subject line of an email. Thereby, you can easily check the performance of each element and observe if the changes will have an impact or not.
a) A/B Testing for Landing Page
You can easily check multiple components of landing pages with the HubSpot tool, such as- copy (font and style), images, offers, forms, and even the complete page. When undergoing testing, the landing page has one URL and two variations. That means- when the person sees the page, HubSpot will randomly show them either variation A or B- and then compare both with tracking the conversion results for both pages. This will help you choose one right variation of the landing page.
b) A/B Testing for Emails
Likewise, email A/B testing functionality allows you to send two slightly different emails to your customers- to figure out which content prompts more engagement & conversion. Also, you can test multiple components, such as- email subject line, text font and style, and even the entire email. Besides, it also offers an interesting feature. It can select the percent of contacts that will be going to receive each variation of the email along with the duration before you will make the right decision.
2. Blog Optimization
Search engine optimization is a wonderful process to gain a higher ranking on the search engine result page. However, some of the digital marketers still consider SEO as a complex strategy. Moreover, if you are also among them, then ditch your worries regarding on-page SEO- because blog optimization tool in HubSpot helps you find out what goes well with SEO and what doesn’t.
On-page SEO actually demonstrates the demographics of your webpage. And, if you have already adopted the best on-page SEO best practices, then search engines will have clarity about- what your content is all about, the idea about how your authoritative your content is, and the content’s relative significance of your website as well. Search engines, then, make use of this data coupled with off-page ranking factors to decide where your page should be positioned on the search engine result page.
However, make sure that the content should be much related to the topic to get the best out of this tool. Remember that you are writing content first for the people, and then for the search engine. Although, the majority of the items will be green every time, but if not, give the reason to the tool that all are marked green.
3. Smart Content
It is one of the most valuable tools with higher significance. It is actually a “smart” tool integrated with some “smart” rules. Yes, you can play along with the content according to geographical region, or buyer journey stage or device type, etc. by applying some protocols. It has multiple parameters that show different content based on the user’s behavior and activities. However, the URL should remain the same, but the content differs. These parameters are:
a) Device Type
The specific page will be displayed to the readers in different content and mode in different devices, such as- for laptop or desktop, the content displayed will be different, the person with the tablet will view another content type, and the mobile readers will witness the different mode of content.
b) Referral Source
Yes, it also relies on the source from where the reader or the visitor has arrived on the website page. E.g. if the user lands on the landing page through Google Adwords, then he will get the different content, if the person arrives through email, then he will get another content type, and the person comes through an advertising campaign, then he will get some other content.
Yes, the geographical region also does matter. The person arriving from different countries will get different forms of content when they will land on your website- according to their respective countries so that they will feel more personalized with your content.
d) Lifecycle Stage
The buyer’s journey is also included in the smart content tool. Here, the content will be displayed based on the stage of the buyer’s journey. E.g. if the visitor lands on the website for the very first time, he will get different content as compared to the person, who shows interest in your services.
e) List Membership
List Membership includes various lists that you have created on basis of different criteria, such as- based on verticals, based on business size, business locations, and the specific sales rep who is handling a particular set of customers, etc. So, the list of the members with the same genre/criteria will have different content as compared to the person from other genre list or in an anonymous list. Yes, you can apply multiple filters to the lists and show different content in accordance with that respective filter.
4. Campaigns Tool
It is the best reporting tool in HubSpot. The weekly or monthly report will be great to track the performance, but this tool gives you the big picture- about how well your digital marketing strategy is integrated into your process. The following event types, where the campaigns tool will help you understand the performance of the efforts run in the campaign:
- Organizing an event
- Running a Sale Campaign
- Producing content over time of same form, topic, or function
- Focusing and monitoring on a particular product or service within the specific time
In short, if you are putting your efforts into marketing some products over a specific period of time, then the campaigns tool is the way to go. Even you can test the type of content also. E.g. you can use the campaigns tool to identify whether “how to” posts are performing well on social media or the average post. After posting for 5-6 months, you can simply compare the performance of both and find out the results- which went better.
5. Pop-Up Forms
HubSpot pop-up forms tool is one of the effective ways to qualify your leads. Plus, it is easy to set up and is customizable enough to deliver a super-high user experience. You can pick the pop-up, dropdown banner, or slide-in box on a webpage. Besides you can also set the perfect time for this stuff, such as- when the user reads 50% of the content, then you can show this pop-up form, or when the user goes through the content up to 7-8 seconds, then you can add it, and when the reader is going to exit the page, then you can add this pop-up form to connect with the reader even after he leaves the website.
Simply put yourself into the shoes of your visitor or customer, and then come up with the perfect pop-up form- that will definitely impart a good impact on the conversion rate.
It’s true that HubSpot has different wonderful ways to capture the attention of the visitors and get them converted- by using different HubSpot digital marketing tools. However, getting the conversation from marketing to sales includes the forms tools, but still, the foundation should be strong. Who is the buyer persona? What value you are providing to him? Find out the answer to these questions and those answers will tell you that you can use the simple form, pop-up form, or a bot, a click-to-call telephone link, or some other option to convert the visitor.
Here, if we consider the bots, then they not only initiate the conversation to get engaged but also ask some qualifying queries to collect the valuable data at the kickstart. So, it is the foundation of digital marketing that sets trust that will then move towards the sales rep. Still, having the bot for meaningful conversations doesn’t work out, better get a live chat with the sales rep ready at your end.
7. Prospects Tools
This HubSpot prospects tool will help you track the prospects enterprise or company based on the IP address of that particular entity. It uses the HubSpot tracking code to detect the IP address for each page view. Since each company has its own respective IP address on which they are operating their business. So, based on that, you can track the source of the prospects using this tool. Along with the company, you can also get the information about the number of pages of your website he/she has viewed. With such data, you can also identify the interest and the background of the prospect- that will help you hold his/her professional nerve and get him converted.
8. Traffic Analytics
Traffic analysis always helps the digital marketer to identify the audience and their interests- that will help figure out the interest of the audience. The HubSpot traffic analytics tool helps a step ahead. Once you have set up your HubSpot account properly, then using this tool, you can figure out each search query that your targeted audience uses to land on the individual pages of your website. Either it is a landing page, a blog, or some other internal pages- no matter which page he visits, you will get the search query that he uses and visits that specific website page.
9. Workflows Automation
HubSpot workflows automation tool is an amazing illustration of how well HubSpot uses the technology in its processes. It actually allows digital marketers to visualize and personalize the workflows. That implies you can trigger the emails to pitch the right content to your audience at the right time for them. E.g. suppose a user downloads an e-book, immediately the email is shot to the person with the right content copy with more interesting same study material, etc. Or, during a drip campaign, based on the user’s behavior (whether he clicks on a link or opens that particular link), you can trigger the email at that very right time using this tool automatically.
In addition, you can also set the automation for internal notifications as well that are connected to the CRM. E.g. without any code, you can automate contact updates as soon as the person interacts with your content.
10. Website Grader SEO Tool
It helps you identify the loopholes and improve the website’s performance to get a higher rank on the search engine result page.
11. Pillar Page and Topic Clusters
This tool helps you stay up-to-date in the content marketing sphere. The pillar page and topic clusters are the latest content strategy that is doing well in the market. And, hereby, HubSpot comes up with this tool to help the digital marketers in producing the pillar page and topic clusters ideas. Since the search engine is into promoting your topic and the keywords, it is necessary to keep things aligned and linked.
This tool simply works as- once you enter the primary keyword of your pillar page, it will suggest you different topic clusters associated with it. – then you can easily plan your content around them. Also, HubSpot gives more keywords suggestions around that topic. Once you are ready with your keywords, this tool will provide the recommendations on the basis of the previous content you've written, keyword difficulty, and search volume.
Also, HubSpot monitors the linking factor as well. It checks whether your topic cluster pages are connected to the pillar content. You don’t need to visit each page and check individually. This tool makes it easier for you. Ultimately, this tool helps you build your website's authority and provide users with valuable internal links.
Now, you have a good compilation of HubSpot digital marketing tools that you want to try out once for sure. Although, a ton of other tools are there in the market that are not listed here, but now it’s your call which ones to focus first and which works best in sync with your company structure and goals.
Any paramount HubSpot digital marketing tool in your pocket that you want to add in this list, the comments section is all yours.