If you tried HubSpot and inbound marketing and failed miserably, your next step should be analyzing your experience to find out "What went wrong?"
You can, of course, come to the quick conclusion that HubSpot just does NOT work, it's one big scam, but unless you can list me the exact reasons why it didn't work for YOUR company, I say "You know nothing, Jon Snow."
Right now, you are depriving yourself from insights that could otherwise improve your performance. Because, clearly, there are many companies that are satisfied with the marketing automation software in question, so why are They succeeding, while You are failing? Maybe, here's why ...
1. You are not investing enough time.
Your marketing runs smoothly when it's automated, but you need something to automate, right? And if you want good results, you need a good something. And good things demand time.
When it comes to inbound, the most time-consuming tasks are usually related to content development. In this age of all-things-digital, there is literally nothing you can say that someone else hasn't already said online. What you can do is to make sure that your content is more helpful than any other text your competitors are publishing. Your readers prefer getting their information from one page, instead of having to browse a dozen websites for an information puzzle.
Campaign planning also requires a good deal of time. Every offer or premium content you publish needs to serve a purpose and get your marketing one step closer to your goal. Planning the scenarios and maintaining consistent messaging across all channels takes time, but it's absolutely worth it.
If you underestimate the amount of time you need to succeed at inbound, I'm afraid there will be no gifts for you under the tree this Christmas. Don't blame Santa—you've just not been good enough.
2. You started without the buyer personas.
You need to understand the methodology; there is no way around it. If you want to tweak the tool or the methodology based on your preferences, you are free to do it, but you should realize that by changing the core components, you're creating a mutant that might break bad at some point and kill your investment.
Buyer personas might seem like too much additional work that can be skipped over. You know your buyer, right? And you've explained it to your team a numerous times, so you're sure they know too, right? What if they don't? Or what if there are additional details about your customers that can make or break your targeting?
Inbound is a methodology and buyer personas are one of its pillars. Doing inbound without them is like ordering a pizza without the dough and then complaining that it all looked like soup.
Take time to do your research and develop the buyer personas properly. Here's some help to get you started. Share the profiles with your team before starting a campaign and compare the quality of your leads. You heard it right, focus on the quality over the quantity. 10 qualified leads are better than 100 random leads.
3. You’re not REALLY automating.
It’s not JUST about one follow-up email, it’s about automating entire campaigns and marketing scenarios. This means a number of workflows, lead scoring and conversion cycles.
Also, filling in a social media calendar randomly doesn't mean it'll improve exposure. It simply means you scheduled your posts. Now, if you want true automation, put yourself in the shoes of the user and walk their every step from the moment they open your website to the point you sign a contract with them. Plan and automate every step for users who keep coming back and for those who may need more retargeting. And only after this you can sit back with some popcorn and watch the machine run itself.
4. You’re not expanding your activities.
It’s also not JUST about your website, you need to get the word OUT. No one said you should limit your activities to only to your website. Although that should be the destination for every activity, you also need online visibility, reputation, and a powerful referral network.
This is not about outbound tactics like disruptive advertising. It's more about spotting the relevant channels, crafting relevant messages and promoting your product to people who will most likely be interested.
5. You didn’t put much effort in your team
Yes, you can potentially build and control an entire campaign on a marketing automation software like HubSpot, but it doesn't mean you'll do well. You can't ask your marketing director to write content, edit it, keep social media active, implement email campaigns, re-design your website, create compelling CTAs, AND maintain good rankings on Google. It's just too much of everything for one person. You need a team!
If you don’t have the budget to build your own in-house marketing team (we get it, sometimes it’s a big investment and demands a second thought), outsource one! The marketing industry has developed so much you can outsource an entire marketing department for the price of one full-time employee.
So, remember ...
HubSpot is JUST a tool, the way you use it determines the outcome.
If your objective is to only boost your organic traffic, investing in an entire marketing automation software doesn't make sense.
If you are not ready to allocate an annual budget to marketing automation, HubSpot is not a good option for you.
If you don't have human resources and time to invest in your marketing, automating it won't create mind-blowing results.
Now, if you're ready to dive in and transition your entire marketing to inbound, or if you've already purchased HubSpot's annual subscription and are struggling with the workload, let's talk. Schedule a free consultation with us, and let's take action.