Marketing Moxie Blog

Hubspot is a little like going to the gym

Posted by Melanie Taljaard on Sat, Oct 17, 2015 @ 08:10 AM

While this statement rang true for me, it also scares me just a little bit.  And if Hubspot is a little like going to the gym, as my Hubspot Academy instructor, Isaac Moche told me at Inbound last month, then Inbound (the Inbound Marketing Conference put on by Hubspot) was our New Year’s Day.

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Hubspot can do wonders for your marketing as the gym can do for your body – but only if you use it regularly. Following this analogy, Inbound is like January at the gym.  Inbound is the largest marketing conference on the planet, with more than 14,000 people attending.  Inbound felt like a crowded gym in January, with some learning sessions filling up 30 minutes before they started. 

Of the 14,000 attendees, I wonder how many will be motivated to stick with Hubspot after the sessions notes are buried in files and the regular daily to-do list commands these marketers’ attention.  

I’ve blogged about it before – the most effective Marketing isn’t always sexy.   The biggest downfall of many entrepreneurs -- and even some marketers -- is to move on before the marketing has had a chance to do its work or they change up marketing too quickly because they are tired of it.  It doesn’t matter if you are tired of your marketing - what matters is if your marketing is effective with your clients and prospects.

Steven Pressfield captured it well in his short and poignant book, Do the Work. The value in marketing is often found by carrying  on – blogging, sending the newsletters, creating the right content, and giving prospects what they need as they move through the decision making process.

Hubspot is powerful software that enables you to create, track, and evaluate Inbound Marketing from a lead’s first interaction with your site until they convert to a customer.

But Hubspot is just the software. Its effectiveness is tied to the Inbound Strategy, plan, execution, and follow-through. Hubspot is the gym equipment, if you like.  Seeing results requires daily attention.  Hubspot’s independent research claims Inbound Marketing has the most effective ROI. But Hubspot also tells you that realizing positive ROI and seeing the leads roll in requires about 10 hours a week of dedicated work. Sounds sort of like a good amount of time to dedicated to the gym too.

The good news is, unlike going to the gym, you can outsource your marketing if doing it in house just isn’t working.  Maybe it's time we chat.  

Free Inbound  Marketing Assessment

Tags: HubSpot Tips

Inbound marketing efforts reporting made easy

Posted by Melanie Taljaard on Fri, Apr 04, 2014 @ 11:04 AM

eBook CoverIn the world of digital and online marketing there are so many ways to reach prospects. From traditional to Internet marketing, a lot of things have changed in terms of the way it’s done.

With Internet marketing, discovering how far your marketing efforts go and how well they work is easier than ever to analyze, however many companies and organizations don’t take advantage of such analytics. A lot of money goes into marketing and it’s best to make sure that you’re getting the best returns on your investments.

To ensure efficient and effective online marketing, I use HubSpot, which provides an abundance of analytics and reporting tools all under one platform. While HubSpot offers a ton of data in their portal, reviewing and customizing data usually provides valuable insights, and is an excellent practice. These tools are super effective, and will help you track how your marketing campaigns and strategies are performing. By creating these reports every 30 days, you’ll be able to have accurate and consistent data.

Never heard of HubSpot? In a nutshell, HubSpot is an inbound marketing platform that helps companies attract visitors, convert leads, and close customersClick here for a high-level overview of HubSpot, and even request a free demonstration!

From a marketing agency perspective, it’s a good idea to make report creation and review a regular practice. If you’re using the HubSpot platform, this is a great way to analyze your inbound marketing progress. By doing these reports monthly, you’ll always have accurate and consistent data to show you where your marketing dollars are going.

Because I believe this is a good practice to get into and to keep up regularly, I’ve created an easy-to-follow monthly marketing report guide to help you keep up with marketing reporting. In this guide you’ll find 10 steps to creating a monthly marketing report with HubSpot. You’ll learn how to generate reports for leads generated from keywords, referring sites and social media. You’ll also see how to find out your landing page conversion rates and much more!

To go alongside this marketing report guide, I’ve created a 12-month marketing report worksheet that will allow you to record all the data in one simple, easy to read document. Not on HubSpot? No problem! This report template is valuable for any marketer. You can add and delete columns to meet your marketing needs. Then, when you’re going over and analyzing the data, you’ll be able to see all in one spot how your marketing efforts are doing.

I encourage you to download these two documents and customize them as you need to, to fit your company(ies) or organization(s). If you’re interested, please click the link below to take you to the download page! It’s a FREE download, and there’s no strings attached, so don’t worry!

Download Now!

Best,

Melanie

Tags: marketing roi, evaluating marketing, inbound marketing, halifax marketing consultant, online marketing, HubSpot Tips, internet marketing, hubspot

Inspiration from Inbound 2013 – the Inbound Marketing Conference for Marketers

Posted by Melanie Taljaard on Thu, Aug 22, 2013 @ 17:08 PM

Well it’s a wrap, three plus days spent with more than 5,000 marketers at the Inbound Marketing Conference in Boston.  Inbound 2013 http://www.inbound.com lived up to its tag line, Come together, Get Inspired, Be Remarkable. 

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The Hynes Convention centre buzzed all week with marketers from 35 countries. 159 speakers, more than 140 sessions (often over flowing), 14 best selling authors and all sorts of cool (some what geeky marketers).  The inspiration and insights had #inbound13 trending on Twitter for the entire three days. 

The week was jammed packed with: amazing speakers, like Arianna Huffington, Seth Godin, Nate Silver and all the gurus behind Hubspot.  Dates have already been released for Inbound 2014 – September 15 -18 in Boston.  I’ll be there for sure.  Right now I feel like the learning and inspiration gathered should be just enough to carry me through till 2014 (as well as the list of things I made for myself to do).  But before I board this plane for home, I thought I’d capture just a few of my highlights from the conference.  I am just picking a few that stand out loud and clear, but I did make a list of 50+ blog topics I ‘d like to cover, so there is more to come.

Despite the varying background of the many speakers at Inbound 2013, trends and themes rang true for me. 

Market in Context – it sounds obvious right?  Any marketer knows the four p’s of marketing – product, price, promotion and placement, and we know context finds its home in those marketing guidelines.  But I am talking about way more context than that. 

Today as marketers, we should be marketing to our website visitors in THEIR specific context.  First time visitors to the website should get a message customized for them, the message should change and evolve for repeat visitors be unique again for existing customers.  What about truly meeting the technological needs of a web visitor every time?    

We can do this too with responsive web design and with the new tools offered by Hubspot, marketing in context has never been easier.  

What if you could look at your social fans or followers in light of their customer lifecycle (context again) would that be cool?  Well you can with Hubspots new Signals tool. 

Reporting and analytics needs to be in CONTEXT as well. There use to be a time when we had little to no data on our advertising and marketing efforts.  I love to quote John Wannamaker who once said, “Only half of my advertising is working, I just wish I knew which half”.  We’ve come full circle, as marketers we have (or we should have) oodles of data at our fingertips.  I love the analytical side of marketing, but let’s keep them in context and remember they are only one matrix, let’s pay attention the human side of things and listen to our gut.  (pulling this theme from Dharmesh’s amazing talk).  

Connectivity is the answer – (Seth Godin kicked this one off in his opening remarks, but the sentiment carried throughout the week from many other presenters).  Great things come out of collaborating and really connecting with people.  Great work isn’t done on the smart phone, put it down and really connect with others.  Seth shared his well known views on the ‘connected economy’.  I love the idea of the connected economy, but Ariannna Huffington addressed ‘connectivity’ on the personal side.  She impressed upon us ‘super connected marketers’ to leave it all behind to connect with our own wisdom – I felt a bit guilty tweeting while she talked, I am sure she would have liked me to be ‘present’. 

Arianna’s talk was fun and engaging with a good does of conviction.  We really can’t create if we are always time starved and falling behind the eight ball.  She challenged us to consider a digital detoxic and referred to sleep as a leadership tool.  Given the intensity of this week, I am pretty quick to buy in, as she’d say…. There’s a nap for that!  I guess at the Huffington Post they have napping rooms.  

Generosity – there was also a significant theme of generosity at the conference.  Seth Godin talked about creating art and giving generously to what we do!  I attended several presentations from other marketers who gave away their ‘secrets’ on inbound and shared how they’ve succeeded.  That is hard to do!  But something that has helped many of the marketers at Inbound to succeed and something we all should do!  We came together, and authentically shared and it was refreshing!   

Of course the generosity was a common theme throughout the week as Hubspot brought such awareness and gave so generously to Charity Water.  An amazing cause that needs our attention, learn more here http://www.charitywater.org 

So there you have it, my ramblings on Inbound 2013.  Three themes from three amazing days of Inbound Marketing.  Lots more to come as I work through my notes, in the mean time, connect with me if you’d like to learn more about Inbound Marketing!

Connect with Me!

Tags: inbound marketing, hubspot halifax, online marketing, HubSpot Tips

What has social media done for you lately?

Posted by Melanie Taljaard on Wed, Jun 12, 2013 @ 13:06 PM

Facebook, Twitter, YouTube and more are great places to catch up on the latest friend activity, browse photos and connect, but they are also a place to generate leads. 

According to Hubspot (the leading Inbound Marketing tool), 89% of internet users search online before they make a purchase even when that purchase is made at a local store.  This pre-searching is sometimes called Pre-tail, as marketers, we must consider the busy mother who is researching which car to buy at 11 at night or trying to find an easier dinner solution at 3 o’clock in the afternoon. 

Businesses are increasingly devoting a greater percentage of marketing budgets and human capital to social media.  And rightly so, the right social media strategy can help you to be found when prospects go searching.  

Product photos and video, educational content, and client testimonials are popular tweets that might get a share or a LIKE from a customer or fan, but what next, can social media be doing more for your business? 

Social Media must be a part of a well thought out strategy; ideally it should be a key pillar asmarketing funnel part of an Inbound Marketing Strategy.  If you studied marketing you likely remember the marketing funnel.  Elements of the marketing funnel are: awareness, interest, evaluation, commitment and referral.  Social media can help with the top elements, but to generate leads the responsibility falls to the website. 

Once you’ve captured their interest it is time to convert them!  Don’t let another social media visitor come to your site and leave without building rapport, capturing an email or providing them further information or scheduling the next step in the sales process! 

Often businesses feel that they need more web traffic or more social media traffic and in fact the problem isn’t with the volume of traffic, but in the inability to convert the traffic to leads.  Did you know that company who blog get 55% more web traffic than those who don’t, they also get 70% more leads.  That’s another great stat from Hubspot.  But generating a lead from a blog requires a strong call to action and a well optimized landing page.  Something that Hubspot makes very easy with their amazing software.  

More In Store can show you how to optimize your website and convert more leads to customers

Relying on the pillars of Inbound Marketing (Search Marketing, Social Media, Content Marketing and Public Relations), More In Store helps our clients ensure they are found when customers go searching for their product or service.  If you’re interested in learning more about how More In Store can help you to achieve your marketing goals, sign up for a free Inbound Marketing Assessment

Free Inbound  Marketing Assessment

Want to learn more about effective landing pages?  Download our free ebook on How to Optimize Landing Pages. 

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Tags: inbound marketing, hubspot halifax, halifax marketing consultant, HubSpot Tips, blogging