You’re creating great content on your website and blog. You’re building your presence across social media channels. And you’re developing offers that will give leads a reason to turn to you as a leader in your industry.
So, how do you create a growth marketing strategy that puts this valuable information in front of the right audience?
At Mole Street, we work with our clients to utilize Hubspot workflow functions to automate funnels and deliver the right content and offers to the right audience. These workflows follow a lead throughout its lifecycle journey –– we build awareness, strengthen trust, and move a lead towards conversion.
You’re probably wondering, “So, all this is possible within Hubspot? This platform is going to become my best growth marketing friend?”
The answer is yes. Definitely, yes. And we’re going to walk through the steps where Hubspot will help you refine and target your content and growth marketing strategy.
One of the first meeting requests you get from your contact at Mole Street is for a series of exploratory calls to discuss your market and customer base, followed by a growth summit with the goal of nailing down your top user personas.
You could be thinking, “I’m pretty sure I have a sense of who my customers are––do we really need to spend an entire meeting discussing it?”
The answer: YES! Your customer personas are the foundation we need to build your Hubspot marketing campaigns. Personas are essential to developing the messaging and automation that will inform your email campaigns, targeted ads, social media, and, of course, your Hubspot or Wordpress website and landing pages.
Collecting Leads and Creating Audience Segments
Creating a targeted growth marketing strategy starts long before you even have leads in hand. As you develop landing pages with CTA buttons and lead capture forms within Hubspot, consider the data that will be most relevant as you look to create audience segments.
Do you want to know location? Source? Company demographics? Industry? What will matter when you’re breaking your database into segments that will funnel into content workflows? In order to successfully segment leads into the user personas that are right for your business, you need to capture the right information.
Once you have those leads, their provided information and attached attributes will be funneled into Hubspot’s contact lists –– and you’ll be ready to put workflows into action.
Need a real-life example to pull this together? Let’s say you’re a realtor. Your lead capture form will ask whether this person is interested in buying, selling, or both. It may ask the neighborhoods they’re interested in. Whether they’re a first time homebuyer. The list goes on. All of these data points will help assign this lead a contact list that feeds into an audience segment.
Setting Up Workflows for Specific Lead Segments
With your contact lists in order, you’ll set up workflows within Hubspot to automate content offers and keep leads engaged.
Your best leads are likely those that raised their hands through a lead capture form or by clicking on a CTA on a landing page –– you don’t want to lose these guys! Workflows will automatically generate your sales and marketing efforts so you can focus on the human element with existing clients and warm prospects –– and let your content, offers, and communications speak for themselves...in a precisely targeted and personalized fashion, of course.
Let’s go back to that realtor we discussed earlier. They brought in a lead who is a first-time homebuyer. They don’t have a property to sell. You’re going to put them into a workflow designed exclusively for buyers, as well as the workflow targeted towards first-time buyers and relevant incentives.
And, what does that workflow look like? We’re glad you asked, because...
Email Automation and Targeted Email Communications
Social media is awesome. Blogs are wonderful for SEO. Downloads provide value-rich content. But, when it comes to putting your name right in front of leads’ eyes, email still needs to be towards the top of your list.
Leads should be funneled into an automated welcome series as soon as they enter your database and are assigned a user persona within Hubspot. Some companies and brands prefer to have one general series –– a 101 of who they are. Others funnel leads into a welcome serious that is targeted directly to their needs.
Back to our realtor example, there could be a buyer v. seller welcome series, as well as a general for those who don’t fit neatly into either category.
Once leads have completed the welcome series, they may be assigned to various interest-based automated series or funneled into a monthly newsletter or relevant promotional emails.
You don’t want to SPAM leads, but you do want to keep an open line of targeted email communications –– remember: out of inbox, out of mind.
Offer Downloads, eBooks, and Valuable, Exclusive Content
We’ve got contact lists, email, and now it’s time to get to the content-rich workflows that are available through Hubspot. Through assigned user personas and contact lists, you are able to align specific content that will continue to guide your leads through the lifecycle journey.
Automated content workflows within Hubspot allow you to build relationships with your leads and stay engaged in a way that feels authentic to their needs –– establishing you as a thought leader within your industry and someone who may be able to help them with their business.
Utilize automated content and “free” offers such as downloads and worksheets, eBooks, and links to blog content.
Back to our realtor friend, they may develop an eBook that is directed at the benefits of buying a house as a first-time buyer. Or, they could create a downloadable checklist with the 10 Documents to Prepare Before You Meet with a Mortgage Lender. Think about your audience and consider what would matter to them and where they are right now.
Position this content as exclusively available to those with whom you have an existing relationship –– and dangle this personalized and targeted content carrot as something that will help move your leads towards the decision stage of their lifecycle journey.
Continue to Monitor Leads Throughout Their Lifecycle Journey
While automation is the name of the game, some leads may need to be reevaluated throughout their lifecycle journey. You can use Hubspot’s lead scoring and lead status categories to determine who your most qualified leads are and adjust their workflow accordingly.
Let’s say you have leads split into three scoring groups: over 30, between 10 and 30, and under 10. Those over 30, who have not converted yet, should be considered extremely qualified prospects. These leads should be put into a workflow that includes higher priority touches, richer offers, and more frequent communications. Your goal here is to give them that extra nudge they need to convert.
Those between 10 and 30 are worth spending more time on. They’re interested. They’re opening your emails some of the time. They’ve downloaded an eBook once. You’ve got their attention, but they still need to warm up a bit.
Leads under 10 may need to be cycled into a re-engagement workflow. At some point, they lost interest –– or maybe they clicked on your landing page without any intention of moving forward. You’ll put them into one last email series to gauge interest before deciding whether to move them to inactive.
Remember, Data is the Backbone of Growth Marketing
Hubspot’s analytics reporting allows us to see how segments are performing –– which content they’re engaging with, which segment is most invested with which content, and whether there are areas for growth and opportunity.
Throughout all content marketing and growth marketing automation, remember, data is the backbone of all decisions that we make regarding segmentation, automation of workflows, and assessment of our leads’ lifecycle journey.