When implementing marketing automation, you need to select a software platform that can be rolled out quickly. Your employees may resist the change, as their day-to-day activities will pivot and learning new software is disruptive to an already established routine. Your team will need to acclimate to the new software quickly to avoid downtime, and choosing a marketing automation software that is all-encompassing and understands the specific needs of your firm can help lessen the blow. By choosing HubSpot’s Marketing Hub, CRM and CMS, your business will take control of its website, landing pages, social media, sales processes, email automation and “all things content” in one centralized portal.
Remind Your Organization of the Benefits of Marketing Automation Software
Regardless of the nature of your business, converting leads into customers is probably a top priority. HubSpot helps you to create an effective inbound marketing strategy for your business by attracting, engaging and delighting your customers with its powerful marketing tools. By using an all-in-one platform like HubSpot, you can connect data, contacts and communication channels in one cohesive system. A successful inbound marketing strategy is more easily executed when everything is “under one roof”.
Almost as important as the building out your new strategy, is keeping your team members enthusiastic and optimistic about the capabilities of your new software. Communication during this time is critical in transitioning to marketing automation. Explain how each department will benefit. For example, your sales team’s leads can go from cold to hot by tracking email engagement or being able to personalize a sales pitch by seeing exactly how your prospects interact with your website. Marketing automation software like HubSpot makes this all possible. Once you’ve laid the groundwork by explaining to your organization the benefits of marketing automation, it is time to get started with HubSpot. We will walk you through how to get up and running as quickly as possible to save your business time and money.
Getting Started with HubSpot: The Basics
For the purpose of this post, we will assume that you will have access to Marketing Hub and the CRM. You can refer back to the pricing page at any point for the level comparison by clicking here. The first thing you’ll want to do is begin the set-up of your HubSpot account. One of HubSpot’s greatest features is the many avenues of support they offer. Depending on your contract, you may be assigned a Customer Success Manager who can help guide you through getting the most out of the software, helping with the early stages of set-up and beyond. You can also search their Knowledge Base, tweet @HubSpot, submit a ticket or call the support line. We will discuss more on the benefits of HubSpot support later on in this post.
Once you’ve logged into your account, head over to the settings menu:
It will then prompt you to Name your Account( (your company name):
Now you can begin to set up your General Information like language, time zone, currency, etc. Once you have the basics nailed down, head over to the Branding Tab:
In the Branding Tab, you will configure your Company Info, Logo & Brand Colors. These are the default settings for places that show your branding to the public.
Next, you will add your company logo. Use a high-resolution version of your logo here, as these graphics will be pulled automatically anytime you use a logo module in design manager. A logo module can be used when building templates in your portal for landing pages, website pages or emails, so be sure to use a logo that is consistent with your existing site.
Pro Tip: when you click “i” next to the logo text, you’ll see an example of HubSpot’s company and square logo. They suggest using a graphic interpretation of your logo for the square version that is recognizable to your brand but is an abbreviated version of your full logo.
Next, add your company’s branding colors. You can add either the RBG or Hex version of your brand colors by clicking on the circle below. According to HubSpot, “This is used to populate your color picker and for your accent color in meetings, documents, and quotes.”
If you’re unsure of the exact color, ask your graphic designer or use a color picker plugin for your browser. Once you have this preliminary information set-up, we suggest setting up your Users & Teams, which is also located in the Settings Tab:
Here you can set up the internal teams and contacts within your organization that are working within the HubSpot portal. It’s easy to add users and teams to your account, click here for detailed instructions: add user and teams. We find that breaking your departments into teams help keeps things like user access and levels more organized. For example, you can give your sales team a different level of access than your design or marketing team members. Especially if you have your website pages connected to your portal, you’ll want to limit the access of team members who can potentially alter public facing pages unknowingly. Learn more about user permission guides here.
Setting Up Your CRM
Now that you have the groundwork set for your organization to start using HubSpot, it’s time to configure the CRM. There are many components of your new CRM and if you’re like most companies, you’ll want to get up and running as quickly as possible. Doing the leg work up front, can save you a ton of wasted time down the road. You’ll want to start with your core marketing tools like the contact list, email set-up and website to get started.
Tracking Your CRM Usage
Each HubSpot account has a contact and email send limit which are negotiated at the start of your contract. Familiarize yourself with the terms of your service as each subscription level varies from business to business. HubSpot doesn’t prevent you from going over your limit, so if you see your contact or email send number getting close to your limit, begin to delete contacts who are unengaged or have bounced. Of course, you should always export your list and save it someplace externally before deleting any contacts. Mistakes can happen, and you don’t want to lose valuable customer information.
How to Identify Your Subscription Limits in the Account & Billing Section
Importing a Contact List
Most companies will have an existing contact list or database that they would like to import into their new CRM. This list typically consists of current clients or customers, old customers or potential leads. It’s important to keep this list intact when switching to new software, and with HubSpot, you can easily transfer contacts from a CSV file or other external list from your hard drive or computer.
More about preparing your contact list here.
It’s especially important for your sales team to have access to their contacts without any hiccups when moving to a new CRM. HubSpot makes it easy to import deals and associate records and ownership of the records to a specific person on your team.
Consider Sales Automation As Well
Your sales team won’t miss a beat by setting up a customized deal pipeline and deal stage in HubSpot’s Sales Hub. If you decide to purchase this Hub, you will have access to Deals, Tasks, Documents, Meetings & Playbooks - - tools that help your sales team track and organize their lead activity and sales performance in one place. Sales Hub and Marketing Hub are fully integrated, meaning there are no silos of data to worry about. Sales Hub drives sales team efficiency. These tools can track when a lead opens an email within seconds. Outreach can increase by using templated sales emails that are personalized by team member allowing you to connect with potential customers in a more streamlined and organized manner. Salespeople love spending more time selling and less time doing tedious administrative work that slows down momentum.
More about Sales Hub tools here.
Migrating Your Website to the HubSpot CMS
To complement Marketing Hub, you may also want to consider hosting your entire website on the HubSpot Content Management System (CMS). It’s an inexpensive way to have an optimized website that’s fully integrated with your CRM. Doing so allows you to tailor content specifically to the contacts in your database, offering visitors a very personalized experience when visiting your site.
If you decide to move your website over to HubSpot, understanding how the migration works can help expedite the process. HubSpot offers a migration service at a very affordable rate of $500. Your first 20 website pages are free. Beyond that the costs is $20-$30 per additional page. You will be connected with the HubSpot migration team, a group of experts who will take your existing site, any associated landing pages, forms, blogs, etc. and recreate it in HubSpot without harming SEO. Your meta tags, alt text, page redirects, and other configurations will remain consistent with how they are set up now. Since everything is initially built on a staging site, your current site won’t be affected by the migration. Once the team has a draft of your site (the process usually takes 2-3 weeks) on the HubSpot CMS for you, review the site. Even after your site goes live, you have 60 days from the completion of your migration to submit changes/ edits on your site to the migration team free of charge. Having worked with the migration team on a number of migrations, we can attest to the high level of customer service and aptitude for web design.
The migration team can also migrate your Blog, Web Templates, Email templates, and CRM just as easily. Learn more information about these migration services and pricing here.
As we touched on earlier, if at any point you start to feel overwhelmed, rest assured, HubSpot support is just a phone call away. It’s very refreshing to be able to pick up the phone and get a live person to chat whenever you need. HubSpot also offers Knowledge Base articles that contain answers to frequently asked questions, as well as HubSpot Community, a place that only HubSpot users have access to for questions and answers from your peers. You can also check HubSpot Status for any outages or technical issues that are reported in real-time.
Exploring the Marketing Automation Tools in HubSpot
Once you’ve mastered the basics, it’s time to start nurturing your leads and moving them further along in the buyer’s journey to becoming customers. Using HubSpot’s all-in-one marketing, you can combine powerful tools like social media and email to develop a cohesive inbound strategy for your company. To access the Marketing Hub, head over to the Marketing tab on your portal’s navigation, where you will find all of the marketing tools in the drop-down below:
Each one of these tools is designed to help grow your site traffic, engage visitors, and convert leads into customers. Here we breakdown the benefits of each tool in the Marketing Hub and how you can use them to increase your ROI by building a cohesive strategy for your business:
- Ads: here you can connect your ad accounts (Google, Facebook, etc.) and manage them in one place. You can use this section to create all of your targeted ads across multiple networks in one centralized place. Keep track of your ad’s performance by running reports that integrate with the HubSpot CRM and other marketing tools.
- Email: an essential component of any inbound marketing strategy. You can create regular or automated emails with this tool by using the Drag & Drop (where you drag and drop modules like image or rich text to create a personalized template) or Classic Editor (where you use a template provided in the design manager of HubSpot). Whichever email builder you choose, allows you to create multiple types of emails, including drip campaigns, promotional, welcome, newsletters and more. Access HubSpot’s marketplace to search for free templates for emails and web pages here.
- Social: connect and publish posts from all of your social media accounts, including Instagram, Facebook, LinkedIn, Twitter and even YouTube. Monitor clicks, interactions, and overall post performance. Read our post, “Social Media Management Using HubSpot's Social Tool for an in-depth look at this powerful tool.
- Website: you can access your blog, website pages and landing pages here. Create, manage and design pages that can be published directly to your site. Each section has an analyze tab where you can study the overall performance of your pages. For example, the analyze tab within the Landing Page sections shows the landing pages with the most form submissions, whereas in the Website analyze section, you will see total page views, top pages viewed and top converting pages by contacts. HubSpot tailors the analyze section for each subsection of Website specifically to the type of page.
- Files and Templates: manage all of your graphic assets and documents in this section. You have the ability to host images, videos, PDFs audio files and any other supported files here. Say you want to embed a useful PDF document into a blog post you are writing. Simply upload the PDF to file manager, grab the file’s URL, copy the URL and link the copy to that URL within your blog post. That way, your file is hosted on HubSpot and viewable by blog visitors. Use this same URL in emails, website pages, or landing pages and other marketing tools. Here you can also access your Design Tools (custom CSS and code for your web pages), HubDB, and the Marketplace which we mentioned in the email section above for finding free or purchasable templates for things like blog pages, landing pages or emails.
- Lead Capture: under the lead capture section, you will find CTAs (or Calls-to-Action) and Forms. You can read more about creating and analyzing CTAs in our blog post here. Under lead capture, you will also have access to the forms subsection. Here is where you can create forms that will be inserted into your landing or website pages. These forms are a crucial piece of your inbound strategy as you use these to capture your site visitors information. Oftentimes in inbound marketing, you will offer a high-value piece of content like a whitepaper or ebook in exchange for contact information. The high-value piece of content can be presented to a site visitor in the form of a CTA that’s placed on a relevant website page or blog post with the purpose to entice a reader to click. This correlation makes both of these subsections (CTAs and Forms) relevant to your lead capture.
- Planning and Strategy: here is where you can develop your inbound strategy using the Calendar, Campaigns, SEO and Projects tools. These tools are here to assist you in developing consistent content.
- Calendar: gives you a bird’s eye view of your emails, blog posts, landing pages and social media posts scheduled to go live.
- Campaigns (beta): according to HubSpot, “allows you to tag related marketing assets and content, so you can easily measure the effectiveness of your collective marketing efforts.” Learn more about campaigns here.
- SEO: here you can integrate your account with Google Search Console or research relevant keywords and other topics to help your website rank higher.
Subscribe to the HubSpot Blog
The HubSpot blog offers weekly insights on digital marketing. Get updates on marketing, sales, service and other new and industry trends. Their blog garners 215,000 subscribers and by subscribing, you will get their new posts straight to your inbox. It also includes plenty of free tools, and other resources and training materials to get you up and running quickly.
HubSpot has been an integral part of growing our business, and we hope that this guide helps you get on the same track with your own. If you’ve ever done it before, you know that setting up marketing automation and moving to a new CRM can be overwhelming. Not only do you need to learn the ins and outs of the software yourself, but it’s important for your team to be just as enthusiastic about the move. Moving to a platform that’s user-friendly and that has external and internal resources for help is paramount in adapting to a new system. The various tools within HubSpot can help you develop a successful and well-rounded marketing strategy. We hope these tips were helpful and if you ever need any guidance, we are happy to help! Book a quick, 10-minute meeting with us at any time by clicking here.
Rare Karma - Your Partner for HubSpot Implementation
Working with an agency partner like Rare Karma can help you get the most out of HubSpot. Lean on someone you can trust, someone who uses the software day in and day out and can help you determine which level you need to get started. We offer free consultations to help guide you in your decision, book one here: