Transforming Advocacy with a HubSpot Canvassing App: A Case Study
What are common challenges faced by Advocacy Organizations?
Advocacy organizations historically grapple with integrating effective canvassing...
A HubSpot Partner and Google Partner agency offering marketing automation services, digital marketing, and CRM customization for businesses of all sizes.
7 min read
Melissa
:
Jun 22, 2022 9:45:50 AM
Marketing can get complicated fast, especially when you’re a multichannel, multiple audience kind of company. But sometimes it's best to take a step back and reassess your entry point into the marketing mayhem. There may be a better way around your latest strategy speedbumps, or perhaps there’s a faster path to your top-priority goals.
Let’s revisit and redefine the main marketing terms and tactics that so often get tangled up together when we’ve been in the trenches for too long. As a bonus, we’ll show you how HubSpot can help keep them straight - and streamline any areas of overlap.
This may be one of the broadest terms we define. Digital marketing describes every bit of marketing you’re doing online. It encompasses your social media, email marketing, blog, and anything else you distribute to your audience in a digital format.
Choosing Your Digital Marketing Channels
As you can imagine, the scope of digital marketing is massive since it includes nearly every form of modern communication under the sun. The secret to a successful digital marketing strategy lies in channel identification.
Once you narrow down the laundry list of digital channels to only include the ones most relevant to your core customer, you’ll be in better shape for a high ROI digital marketing sprint.
How HubSpot Helps
Pinning down where your existing customers are hanging out online can be tough when you’re relying solely on platform-specific analytics. Through HubSpot, you can link your social accounts, ad accounts, and customer data into a singular CRM - a single source of truth that enables smarter global analytics. You’ll be able to track which content is gaining traction and where, illuminating the high points of your existing digital strategy.
From there, you can:
A branch of digital marketing, performance marketing zooms in on how your content is performing based on data points and ROI. We often hear about this marketing perspective from digital advertisers because there are clear metrics they can use to measure performance in ad campaigns like cost-per-click, conversions, and so on.
Keep Your Eye on the Bullseye
Consistently and reliably measuring your performance requires a clear rubric, so start with strategy. Set your goal and work backwards from there to develop content that’s hyper-focused on funneling customers to that final destination.
What are you hoping to achieve? Think in terms of:
How HubSpot Helps
Not only can HubSpot show you which actions your audience has already taken, but it can help you anticipate their next moves. Build your performance marketing campaigns around realistic goals informed by historical data and forecasting tools in HubSpot. From there, HubSpot enables you to dive deeper into what customers want. Leverage that information to:
When your marketing budget expands or you’re on the hunt for ways to optimize your existing marketing efforts, this strategy is for you. Growth marketing revolves around designing experiments and sniffing out opportunities to scale.
Testing, Testing, 1-2-3…
The champion strategy of growth marketing relies on trial and error, seeing what works, and scrapping what doesn’t. Your first step will be figuring out where you want to test, who you want to test, and what you want to test. Some examples:
How HubSpot Helps
Custom or out-of-the-box properties offer you a chance to store a wealth of knowledge about all of your contacts and actually use it to create a better experience. Don’t let those details go to waste! They are the perfect place to start when it comes to designing and implementing valuable marketing experiments.
Lead generation is often square one for new businesses, and it’s an ongoing process that sticks with you throughout the life stages of your company. This strategy aims to acquire more qualified contacts that sales teams can convert.
Becoming a Collector
Potential customers are not incredibly inclined to hand over their contact information unless there is a valuable tradeoff taking place. If your goal is to expand your list with new contacts and customers, consider the needs of your target audience and develop an offer that immediately satisfies them. Be careful, though: you don’t want to gate every piece of value you provide. That will surely frustrate new contacts.
How HubSpot Helps
HubSpot makes it extremely simple to collect and track data, especially first-party customer data. They have examples of tests that utilize four or more variants even, to test users. Using HubSpot’s many dynamic features, you can:
Often seen as a next step to lead generation, inbound marketing also focuses on bringing in new customers but it adds a nurturing layer to the mix. The goal here is to move prospects deeper into the funnel so we can more confidently label them as MQLs and SQLs.
Make the Journey Worth It
When a new lead enters your funnel, the true challenge of inbound marketing begins. You’ll need to coax those prospects into further, more committed actions with your marketing materials. A single-touch campaign won’t work here. Instead, consider:
How HubSpot Helps
HubSpot is made for creating and deploying personalized, high-value interaction opportunities automatically. Your team can actually create more thoroughly nurturing campaigns with a single setup and less work if they put HubSpot into play. Try these ideas for your inbound marketing:
Demand generation is the high-octane older brother of inbound marketing. Though it has more of a sales-based bent than the other approaches on this list, we’re still looking at getting a message out to high-intent prospects.
If You Build It, They Will Come
Since demand gen campaigns are focused on finding people who are hunting for solutions and products, you need to meet them in intent channels. But don’t arrive unprepared. Content is key to demand generation. What you create and how you disseminate it will make a world of difference.
How HubSpot Helps
HubSpot has a track record of helping huge power players thrive in their demand gen strategies. You can tap into what they do for your business too:
Known as ABM, this strategy flips the script on inbound marketing. Instead of targeting a large audience, account-based marketing narrows its scope to connect with strategically identified decision-makers within organizations that fit into your ideal customer profile (ICP).
Like They are the Only One in the Room
ABM works because of how well researched and personalized it is. The crucial components of your ABM strategy start with and depend on your ideal customer profile. Essentially, you’re setting a realistic buyer of your product or service as the sun in your marketing solar system; every marketing move you make orbits around them.
How HubSpot Helps
Knowing your customer is always important in successful marketing, but the profoundly detailed profiles you need for ABM success take the cake. You can use HubSpot’s ABM features to take the guesswork out of your ICP creation.
The same strategy won’t work forever. As your goals change, it’s time to rethink your approach and the tech you use to enable it.
HubSpot has the tools to take your marketing to the next level, no matter which strategy suits you. And we have the team that can help you use those tools to their full potential. Whether you’re a HubSpot hopeful who needs an onboarding partner to aid your launch, or you’re a seasoned pro looking to spice up your Hubs with help from in-the-trenches enthusiasts, Digital Reach is your one-stop-shop.
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