The Top Mistakes Companies Make When Implementing Hubspot

When implemented properly, HubSpot provides all the tools needed to increase website traffic, convert more leads, and ultimately increase revenue. This can benefit businesses of all shapes and sizes, across a wide range of industries. Unfortunately, many companies do not know how to effectively utilize this powerful marketing platform. 

In order to get the greatest value out of HubSpot, you must take advantage of all of the marketing & sales automation tools it has to offer. These tools are designed to help you grow your business and increase revenue.

There are a number of things that companies do wrong when implementing HubSpot. Although this list in not all inclusive, the following are some of the most common mistakes and how you can avoid them.

Not Having a Responsive Website

Most people will not consider purchasing a product or service from a company without viewing their website first. The information provided on the website must be easy to read and understand. It should be clear within three seconds what your company does and the benefit of your product and/or service. 

More and more people are using their phones to surf the Internet. If your website is not mobile responsive, meaning it does not appear properly on mobile devices, then you are losing a lot of business. 

Prior to implementing any type of marketing platform, you need to make sure that your website can be viewed on any device, especially a mobile phone.

Improper Use of Calls to Action

HubSpot’s call to action tool can help convert visitors into leads. However, if not properly used, this tool will not provide desirable results (i.e. leads). It’s important to make it clear what you’d like your visitors to do. Assess each core page on your website and determine the correct conversion path you want the user to take. Make the content benefit oriented and accentuate the calls-to-action in bold with distinctive “action words” that warrant an action from the visitor. Visitors need to be directed where to go on your website. Without proper conversion paths and calls-to-action, the user will get confused and leave your website without taking any action.

Improper Use of Landing Pages

Landing pages are not the same as webpages. Your webpages provide visitors with specific information about your business or service. A landing page is a page designed to generate leads and get new prospects to take the next step. 

Landing pages should look different than your average webpage, as each landing page will have its own objective or purpose. A major component of a landing page is a contact form. This acts as the main lead capturing mechanism on that page outside of the phone number. The contact form on the landing page can be as minimal as an email address field or more complex such as a 10-field registration form. 

Landing pages have one sole purpose and that is to capture prospect information on that page and/or to direct users to call.

Importing Email Lists

When running an email campaign, it’s crucial that the right message makes it to the right people. It is paramount that you separate your email lists into different categories or segments prior to sending them. This will make it easier to determine which emails should be sent to which prospect. By having segmented email lists you can customize the messaging within each workflow making the content more valuable to the recipient thus increasing the likelihood of them opening the emails and taking action.

The more granular you make your email lists, the better you will be able to segment them. Common segmenting options is by industry, customer-type, role within the organization, title, and other criteria. HubSpot has a email list importing tool that will allow easy integration within the CRM.

Failing to Use the Persona Tool

It’s important to customize your marketing messages for your prospects. For example, you wouldn’t want to send the same message to a doctor as you would a local mechanic. Both of these prospects likely have different needs and requirements. By customizing the messaging for each email segment, you will be able to better connect to the prospect.

HubSpot’s Persona Tool can help you create the right message for the right people. This can go a long way towards the success of your lead generation efforts.

Not Providing the Right Content for Lead Generation

When a visitor to your website has a question, they want to have it answered quickly and easily. Having poorly written content or not having the right content at all can have a negative effect on your company’s bottom line. It’s a wasted opportunity to convert.

The more value-added information you provide on your website, the better the chance that your visitors will come back. The more they come back, the greater the chance they’ll become a qualified lead. This should be the ultimate goal of your marketing efforts. Increase the number of prospects which in turn increases the amount of customers acquired through your marketing efforts. It’s that simple.

Not Utilizing HubSpot’s Workflow Tool

Without the right implementation of workflow tools, moving emails through the sales cycle can be a daunting process. Do not expect a response from the recipient on the first email. Alternatively, it will take roughly 4 – 6 emails before the user will engage with your brand. Check your email workflow to ensure that you are sending out value-added content and not hardcore sales focused emails. Build value with your prospects first, after all, no one wants to be sold to. If you have any questions about the HubSpot Workflow tool, contact us for a free HubSpot audit & assessment.

HubSpot’s Workflow Tool ensures a smooth transition from prospect to qualified lead to customer. This is an essential tool that cannot not be forgotten.

Giving Up Too Soon

When implemented correctly, HubSpot is an excellent marketing platform. It provides numerous tools to help grow your business and increase your success. If you are new to HubSpot, it’s important that you utilize all the tools it has to offer. These might take some time to learn, but the benefits will be well worth it in the long run. If you have any questions about HubSpot, then please contact us for a consultation to assess the areas of opportunity your organization has to improve HubSpot lead generation.

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Michael Delpierre