Forms and CRM
Forms are a key way to capture information about leads. In HubSpot, any forms you build for landing pages, webpages, or blogs feed into the same system. They load data right into your HubSpot CRM. If you’re using another CRM integration, such as Salesforce, no problem. HubSpot’s forms will still feed new contacts and updated lead information into your system.
You’ll have a treasure trove of lead information in one place. With this info, you can set the stage for tracking, reporting, and data management. It’s a big advantage to have some of your most valuable lead information streaming into a single spot that’s organized and consistent.
Ninety-three percent of online experiences start with search engines. That makes search engine optimization (SEO) a valuable part of marketing. As potential leads traverse the digital world, they’ll have questions and inklings about products.
Boosting your SEO can get you a better quality of customer because you’ll be matching their queries to the solutions you sell. That means you’ll bring in leads who are actually interested in your services, and you’ll weed out those who aren’t.
A good way to start improving your SEO is to research your competition and the keywords that fit your site. Moz or SEMrush are solid resources for this type of research. From there, you can use HubSpot’s SEO and content strategy tools to put your plan to work and track results.
HubSpot’s on-page SEO tools assess your content for current best practices and are supported by other content strategy tools for planning, optimization, and reporting.
HubSpot also includes tools for:
- Creating redirects
- Optimizing sitemaps
- Accessing Google Search Console data
- Identifying inbound links
- Applying header codes for tracking individual pages or your entire site
Need a cheat sheet? Check out our free worksheet with step-by-step ways to set up and execute your SEO strategy.
Remember the days when there were no online transactions? Physical stores would get people to browse through their location with free samples, snacks, or special offers. Your blog can do a similar thing in the digital world. As shoppers come to your blog for hearty, useful information that answers their questions and helps address their challenges, you’ll gain their trust and be able to give them a taste of what you’re about as a partner, service provider, or retailer.
HubSpot lets you build your blog in a consistent way. It uses CSS to feed off of the same, or similar, stylesheets as the rest of your website. That means you can use your blog to usher leads through the Buyer’s Journey by weaving relevant posts throughout your site, on pages like your product page or service pages. Plus, those SEO tools we mentioned above? Those are baked right into the blog tool in order to assess your internal linking, keyword usage, and other on-page SEO strategies.
If you have a background in marketing or sales, you already know: If you want a customer to take action, you have to ask. That’s where CTAs come in. But HubSpot’s CTAs give you some added advantages.
First, they’re integrated into your site. That means you can track your CTA performance across the entire conversion path—from the first time a lead interacts with your CTA in an email, blog, or website page to a lead’s consultation request.
Also, as a part of using HubSpot’s CMS for your website, you have access to influential, and downright awesome, CTA design and testing tools for buttons, links, and graphics. From A/B testing to dynamic placements to personalization, your CTAs can be as strategic as you are, with reporting to back up your tests and optimizations.
Landing pages help you deliver targeted content and messaging to your personas and segment your audience in an even more refined way. But when you’re launching a website, they can be a hassle to build. Who wants to search for new landing page tools after they’ve run the gauntlet of designing a whole website?
HubSpot’s landing pages make landing page creation easier for marketers. They’re built into the site automatically, so you can create landing pages without adding tools or worrying about inconsistencies in design.
Having your landing pages housed in the same system as your forms, CTAs, and other webpages ensures your marketing campaigns are seamless from one touch to the next, and it facilitates intelligent closed-loop reporting. When the barriers to building amazing landing pages are broken down, you can spend more time on strategic conversion path development and better cater your content to your lead generation goals.
Today, 70 percent of internet usage takes place on phones. As people browse more and more on mobile, you’ll want to make sure your site isn’t missing content or features in mobile settings.
Related Article: Avoiding Mobile Website Mistakes for Marketers and Non-Developers
As you build pages, HubSpot lets you preview how your content looks and functions on different devices. Before you publish content, make sure your landing pages, blogs, webpages, and emails will reach leads regardless of their screen size or browser.
Optimizing your site’s content and design isn’t a one-time thing. If you want to connect with leads on a deeper level, you’ll need to look at data and make changes to improve your users’ experiences and raise your conversion rates. This is where A/B testing can lift your site to the next level.
HubSpot has four main A/B testing tools:
- Landing pages
- Website pages
With A/B testing, you can compare the results of different campaigns, see what resonates, see what doesn’t, and use your findings to build content that drives results.
There are several built-in features for personalization that will come in handy as you lay out marketing campaigns on HubSpot. Content and messaging personalization is becoming more and more important for marketing and sales teams, but some CMS providers aren’t keeping up with the demand. HubSpot gives you the capability to build smart content for both known and unknown leads. That means personalizing experiences by things like location, device, referral source, lifecycle stage, pain points, demographics, and more.
HubSpot also lets you build password-protected pages for exclusive content. That means you can create members-only content or drive engagement with some of your most loyal customers through event-based signups.
If building a community is a goal for your brand, the ability to gate your website pages and landing pages with passwords and logins directly in your CMS is a highly valuable tool.
If you want to set goals, improve systems, boost your ROI, and track KPIs, reporting is a must.
With HubSpot, you have access to a deep web analytics dashboard that is tied to more than just website visitors. All of the tools above are tracked in HubSpot for campaign performance across different assets—social media posts, emails, website pages, CTAs, landing pages, blog articles, and more. You can even set goals for your KPIs and track performance against your targets on a daily, weekly, monthly, quarterly, and yearly basis.
Pro Tip: Use HubSpot’s Tracking URL Builder to create custom UTM codes for different campaigns, channels, keywords, and more.
Want to take reporting even further? You can boost your data with HubSpot’s integration of Databox, which aggregates data from sources outside of HubSpot, such as outbound call tracking, external CRMs, webinar hosting tools, video marketing tools, time-tracking tools, and more.