Introduction – Is HubSpot worth it?
A common misconception that many businesses have with HubSpot is that “it simply doesn’t do it”. They say they use the tool and still can’t see the promised (or desired) ROI, which leads to frustration and even more problems than before.
The truth is though that those businesses that don’t see HubSpot ROI are in one of those two boats:
- Their business doesn’t need HubSpot
- They aren’t using it properly, they just think they are.
Not every business in the world needs HubSpot to succeed. In fact, not every business needs marketing automation to succeed either. If you’ve purchased HubSpot just to have your website hosted on the platform, you might want to think again, since it costs a lot of money to set up and maintain your portal, while there are other, free options like WordPress that you can use for the same purpose.
Using your HubSpot portal to its maximum efficiency is an essential aspect for achieving positive HubSpot ROI. Many business owners think that simply buying the tool is going to transform their business in some magical way, and all they need to do is simply do their marketing activities through the platform. However, using the platform poorly, or not utilizing it fully, will not only deliver poor ROI, but also cause even more problems than you had before.
Today, we have gathered together this post, which will shed some light on the four most common HubSpot setup problems that businesses create for themselves, without even realizing it.
1. Creating content without using the keywords tool
Content generation is one of the primary means of generating traffic and leads for most companies. As of today, content quality, relevance and freshness are the main criteria that all businesses tend to follow, but they often forget to utilize SEO in the process.
While the weight of having keywords inside your content has lost its superior effect on appearing on SERPs over time, it’s still there, and it’s still important if you want to top the charts with some of your content.
Research has proven that the number one organic search result receives 32.5% of clicks, followed by 17.6% for number two and 11.4% for number three. To put it simply, the top three SERPs results enjoy more than 50% of all organic clicks for a given search term, out of a few hundred million results.
Essentially, it’s better to rank in the top three for just one or two topics, than have an average position for hundreds of topics. Utilizing keywords correctly with the keywords tool makes a big part of this journey for HubSpot users, which most of them, tend to ignore.
2. Not utilizing social monitoring
Keeping track of social media activities is a very difficult task, especially if you don’t have a dedicated social media person (or even a team) to take care of everything. Every second, on average, 6000 Tweets are tweeted, 4000 Instagram pictures are posted, and every 60 seconds, 210 Facebook comments and 293.000 status updates take place. How can you keep track of important activities (that are relevant to you) within this social chaos storm if you don’t spend 25 (yes 25) hours a day doing that?
This is where social monitoring can help. You can customize the tool to monitor only those hashtags that you want, or show comments on posts that you care about, or monitor your own feed for any customer comments, complaints and so on. Businesses lose tons of opportunities by not making use of the feature, and even hurt themselves when, say, an improper Tweet from their company goes live, but they find out about it too late and get into trouble trying to clean up the mess when it’s already gone viral. Sometimes, a single, bad Tweet can ruin your whole career
3. Not distributing your marketing activities by campaigns
When you’re just starting with your marketing, there is very little going on: you have a small number of customers and leads, fewer website visitors, less content, less nurturing to do, less social media activity – basically less everything. This isn’t the most pleasant thing ever, but hey, you just starting taking off so it’s all understandable, and also it means that you technically need to devote less time to take care of all those activities properly.
As the numbers grow though, it’s super easy to get lost in the sea of information that you gather from your HubSpot portal analytics and other sources, which makes it increasingly difficult to respond (or even manage) anything properly.
This is exactly why HubSpot has the campaigns feature. It allows you to classify all your content, social media activities, nurturing emails, etc. and assign them to specific campaigns to later keep track of the results, and understand what need to be changed/improved.
Most business owners fail to understand this right off the bat, and by the time they catch up (or someone tells them about the solution right under their nose), it takes double amount of time and work to reorganize everything properly.
Morale: Don’t be in the wrong boat – use the campaigns feature right off the bat and watch your team’s productivity grow.
4. Manually doing email campaigns and not setting up workflows
73% of your leads are not ready to buy.
This is pretty much what lead nurturing is for. Lead nurturing helps your newly acquired leads become even more aware of their challenges and understand that your company has it in its power to help. Just like in the previous example, when you have a small number of leads, this can be done manually. However, as the number of your leads grow, automation is what’s going to save you hundreds of hours of time.
Manually performing email nurturing actions not only makes businesses lose time, but also close less leads, and, ultimately, receive less profit. Here is a detailed article on how setting up your workflows properly can boost your sales significantly, or read more on How to do Inbound Marketing with HubSpot
It’s pretty easy to get lost in your digital marketing activities, and it’s equally easy to blame the software for your own mistakes. However, proper usage and management of your HubSpot portal will quickly show you why they are the leaders of marketing automation industry. Avoid those mistakes when setting up your portal and make sure you make a habit of doing everything accordingly. If you do that, positive ROI and profits will start appearing on the horizon, and you’ll be getting closer to them with each consecutive, successful step.
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Noa is the co-author of the Amazon no.1 Bestseller "The Smart Marketer's Guide to Google AdWords" and co-host of the podcast "Real Life Superpowers". She's a content lover, certified journalist & lawyer (Hebrew U). She practices martial arts & yoga. She's been consulting and helping businesses create a significant presence online since 2010.