You’re creating great content on your website and blog.
You’re building your presence across social media channels. And you’re developing thought leadership pieces that will give leads a reason to turn to you as a leader in your industry. If you're doing these things while utilizing HubSpot, you're not alone in wondering how to make the most out of your HubSpot investment. Read on to find out.
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.
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.
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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 people!
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...
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 email 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 vs. seller welcome series, as well as a general welcome for leads 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 email newsletter or relevant promotional emails.
You don’t want to SPAM leads, but you do want to keep an open line of targeted email communication –– remember: out of inbox, out of mind.
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.
Creating HubSpot workflows with specific actions can 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 businesses.
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.
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While automation is the name of the game, some leads may need to be reevaluated throughout their lifecycle journeys. You can use HubSpot’s lead scoring and lifecycle stages to determine who your most qualified leads are and adjust their workflows 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.
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HubSpot’s analytics tools allow 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.
Use data as the backbone of the decisions you make regarding segmentation, workflows, email automation, premium content, and lead lifecycle monitoring.
At Mole Street, we work with our clients to utilize HubSpot to automate funnels and deliver the right content and offers to the right audiences. Our clients follow leads throughout their lifecycle journeys –– building awareness, strengthening trust, and moving leads down-funnel towards conversion.
You’re probably wondering, “Is all this really possible with HubSpot and Mole Street?”
The answer is yes. Definitely, yes. And our team of knowledgeable consultants will walk you through the steps where HubSpot will help you refine and target your company's growth marketing strategy. What are you waiting for?
>> Contact Mole Street - Let's Discuss Your Needs.
Originally published February 2020. Updated September 2022.