A digital marketer’s user experience review of HubSpot Marketing Hub

A recent conversation sparked me to think about my own use of our marketing automation tool, HubSpot, specifically about the time it saves me, or the time and hassle I would have to revert back to without it! Our content strategy is a big part of my role, and this has been simplified by using the inbound marketing principles and marketing automation over the last 12-18 months. Publishing blog articles and series is my most common use, so I’ll start there…

Blog Management and Publishing


Publishing a blog article is not as simple as a copy/paste/publish straight from a word document. That’s the first step, but factor in keyword and search engine optimization (SEO), including images or videos, creating an effective title, URL and meta description, and this quickly becomes a much more in-depth process.

HubSpot’s inbuilt tools quickly and continually scan your document for how and where you’ve used your chosen keywords or phrases, and provide you with guidance around the frequency of their use, how it interacts with other content pieces you have published, and essentially gives you the green light to publish only once you’ve satisfied the set criteria.

This might sound demanding, if you will, but it saves you having a 12 item checklist to manually work through to ensure your content is optimised to be found and read by your target audience once it’s published and available online. There is very little point publishing fabulous content, only for it to be next to impossible to find on a Google search! I’d estimate this feature saves me at least an hour per piece – that adds up quickly when you publish several pieces of content per week.

Another handy feature that could be easily overlooked is the free access to thousands of stock images for use throughout blogs and emails (basically wherever you’d like to place it!). This saves having an external resource to sift through and file and store your images. The searching, storing and integration of these images saves many fiddly steps and minutes at a time.

Keywords and Search Engine Optimisation (SEO)

sew-organic-rankingsNewer tools and updates have changed the way keywords are checked, lodged and used for optimisation in HubSpot. Rather than the previous iteration of single string keywords/phrases, it now allows you to build out content families and series, with multiple pieces centred around a primary focus topic.

This allows you greater control over which content pieces you want to highlight and direct traffic towards, and is proactive in suggesting how to physically connect and link other pieces in the series so your audience can arrive at one page and seamlessly navigate through to others – maximising the time they spend on your website, and depending on where they are in the buyer’s journey, their level of engagement and action.

While I still check Google searches myself for search volume and to check out which pages are ranking well, the keywords features have saved a lot of time with their guidance around search volumes, the difficulty you might face in ranking for term ‘x’, and relevant cost-per-click (CPC) prices for those who take that path!

Social Media and Monitoring

Social media’s reach and influence continues to grow and be a leading component in business’ content strategies. The ability to schedule and publish posts from one location for multiple social channels is a great time saver, and allows you to easily create and see the consistency or points of difference in your posts.

Monitoring tools are also included for an overview of views and engagements, and further complement the tracking and monitoring of other features (such as calls to action you might include in a blog post) to create an overall picture of the success of your content publishing.

Email Marketing

hubspot-marketing-emailThe other side of publishing and reaching contacts that I use HubSpot for on a regular basis is newsletter mailouts, and event invitations where required. The newsletters can be created, filled with images and highlighting relevant CTAs, direct readers to landing pages or forms, all within the one tool.

Sending the newsletter is as simple as adding the various contacts, either individually or as tagged/designated groups, and scheduling the best time to send it. I can quickly see who has received the email, who has opened it, who has clicked on any of the internal links, even how long people spend reading or scanning the newsletter.

This HubSpot feature was particularly useful earlier in the year when we organised a half-day workshop. I could email invitations to our relevant contacts, see when and how the emails were opened, and then share this information with my colleague who was making personal phone calls to contacts at a certain stage to encourage registration. Likewise, when he found another contact to invite, it was a quick process to add them to the list and have these engagement metrics instantly available to view and action on.

HubSpot Marketing Hub – One of the team…

Using HubSpot as our marketing automation tool easily saves me several hours each week across just one aspect of my role, and honestly I would struggle going back to completing each part manually to achieve the same level of detail and comprehensive overview of our content strategy. It allows sharing of knowledge and resources between team members in a way that no manual approach could cover as successfully for the same effort or time. HubSpot is really another hard-working and valued member of our team!


Find out more about how you could be further optimising and aligning your marketing and sales strategies using digital tools with a complimentary Digital Readiness Assessment


Click here to read 
An inside sales user experience of HubSpot marketing analytics

 

Organic rankings: How to improve your Google search rankings without paid SEO

At Alchemise, we haven’t paid for Google Adwords PPC campaigns and wanted to share how we have managed to get some SEO organic rankings for our core business services.

This purely is focussed on one strategy which might be effective for you but not for all and being mindful that Google algorithms are always dynamically changing and there is no one formula for SEO success. 

Can you afford the increasing costs across many paid campaign digital channels including Google AdWords without generating a solid return on investment? We have spoken to many SMEs who have spent in excess of $3,000 per month for 12 months with little ROI and sales leads or simply the wrong clicks or web traffic. This kind of ad hoc spend can be prohibitive to helping them to grow their sales where other digital marketing and sales strategies may be more effective.

Do you have a digital marketing plan and understand your customer behaviour?

Are you tired of paying expensive search engine optimisation (SEO) costs that promise to put you on the first results page? It seems like many SEO providers work seem to make this a black box approach where it gets harder to justify and see a tangible return on investment (ROI) for this aspect of inbound marketing and many without integrating this considering a broader  outcomes. 

I challenge the value of SEO services as there is a factor of human psychology and customer interactions that prevent people from converting with advertised listings. 

For those who remember the ‘old’ Yellow Pages advertising, people paid for first position, for example, AA or AAA plumbing services. If I think back to my selection method, I would typically pick the first non-paid ad to enquire to and call. Then I would select a second and third company in the first third of the directory for multiple quotes.

The same principal still applies when thinking about SEO, even aside from the cost. It’s purpose is to allow you to digitally list your advertisement and website as the start of a potential lead funnel where patience is still required.

Where is the sales ROI?

The purpose of SEO doesn’t directly help drive more sales qualified or quality leads to you. Often it’s just for brand awareness in the target market or segment where you wish to attract interest.

Even if you get SEO results, there are still many steps in the marketing and sales funnel process needed to progress from a marketing interest to first sales engagement. For us this has taken a carefully planned content strategy and about 6 to 9 months to unfold with patience.

keywords-seoWe have taken the time to closely monitor our use of keywords, competitive research and rankings using Google Analytics in conjunction with our marketing automation platform, our WordPress website and SEO tools to test for what generates optimum results.

We have had many customers complain about the lack of cost benefit once they are on a higher page ranking.

If you search any term, the typical representation of Page 1 will be a series of paid ads first at the top of the page and bottom of the page with only a handful of organic ranked listings in the middle. 

As a potential customer searching for information, I relate this to the old Yellow Pages directory where you will pay attention to the second or third ranking listings but not necessarily the first or the one which stands out more (if they have paid for top advertising space in BOLD).

There is no magic formula as this constantly changes in relation to Google search algorithms and what ranks, however you need to ensure you understand what you are paying for and what knowledge the SEO service provider adds in tangible value over a period of time with transparency.

There is no magic timeframe where results can be generated instantly. It does take time and organic progression or trial and error to find what works.

Our version of SEO in 2018 and how it’s worked for Alchemise Consulting

 

content-marketing-seoSee below the attached images of our Google rankings on a global scale and search rates (in millions), we have ranked in at least 8 search terms organically. 


Alchemise organic rankings SEO tips:

Here’s some tips on how we achieved organic rankings for some of our keywords and offerings, primarily through our blogs across a 6 to 9 month period: 

  • Change of KEYWORDS to TOPICS – this reflects Google search engine algorithms for search intent and related topics.
  • Are you using a global or localised domain name for your content approach? Our homepage uses a .com name and ranks globally.
  • Create relevant content across topics NOT just keywords – present themed content that touches on different aspects of an overall topic, rather than always using a narrow focus.
  • Build authority for your content.
  • Build relevance with your content.
  • Optimising existing blog posts and long tail keywords titles – this takes practice and skill but can make a big difference to the reach of your content.
  • Develop your content strategy in relation to your Google Analytics and SEM Rush research data.
  • Include external and internal links within your content that is relevant.
  • Use a Core topic and Pillar search for your content plan.
  • Consider what topic(s) you want to be known for…
  • Answer every question about those topics and regularly.
  • Link them to one another fit the topic.
  • Rank higher for related queries.

Here are some examples of where we have achieved a #1 organic ranking: 

As of July 2018, we have ranked organically #1 on google.com.au above some of the Tier 1 Consultancies and Corporates.

Sales and Marketing Consulting

seo-sales-and-marketing-consulting


Business Growth Assessment 

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Sales Consulting Services – not #1, but two results on the first page.

seo-sales-consulting-services

Now that you have achieved organic rankings for keywords, what do you do now?

The organic rankings do not guarantee that you will convert business or leads.

Conversion of inbound traffic and leads is important and whether you engage a paid advertising campaign or utilize inbound or outbound analytics can help determine your target market segment – remember, people will be attracted to you if your content resonates with their pain point.

More SEO Tips

#1: Ensure you have the right SSL certificate on your website, as organic SEO rankings can be impacted without one.

#2: Google has, as of June 2018, highlighted that they prioritise mobile formatted content (i.e. AMP format) over desktop based content.

If you are not sure which SEO path to take or how much should you invest in digital or social advertising campaigns, consider our valuable Digital Readiness Assessment which will guides you through a checklist.

From obtaining our holistic recommendations to suit your objectives, we can advise you what has worked for us and how we can help you shape and create your SEO strategy to work organically and save you marketing cost and drive more organic lead and sales opportunities for you!

The purpose of a website: 4 step digital website design framework

I was thinking back to how the approach to website design used to be much simpler over 10 years ago, and before the constant disruption in technology platforms were accelerated since Web 2.0. I don’t proclaim to be a creative award winning web designer, however one of common themes our clients and businesses interviewed have shared with us which keeps coming up is how businesses can spend so much time and money on web design creative elements. It seems to occur largely in marketing silos without a solid holistic commercial view and digital strategy, particularly for smaller to medium sized businesses.

The desired outcomes for your website design and development can deliver measurable and tangible ROI to increase their sales revenue and profits. So how can you achieve this? The challenge is that the connection or linkage between business strategy, digital strategy, creative design, commercial and marketing aligned outcomes seems to be commonly amiss.

In today’s environment,  have people forgotten ‘what is the purpose of a website?’. This is more important when you have so many digital and social channels to setup your digital ‘shopfront’ online when considering e-commerce or creating relevant digital business channels. The simple business aim should be to use your website to increase customer profits and reduce operational costs.

Since completing my MBA unit (over 15 years ago) on digital marketing and e-commerce, one thing that has stayed with me is the about the fundamentals of having a website and I believe this is still valid and applies today at a foundation planning level. The ICDT model is framework for digital e-business which I want to revisit here and encourage businesses to apply this in their planning which is covered further below in this article.

The ICDT model, developed by Albert Angehrn at INSEAD, is a systematic approach to the analysis and classification of business-related Internet strategies. It serves as a basis for identifying how existing goods and services can be extended and redesigned to take advantage of the Internet, as well as suggesting the characteristics of new goods and services made possible through this new medium.

Source: Media Circus 

Many people think they need to be on social media and just build or rebuild their website and then incorporate SEO, however what isn’t often thought about in enough detail is commercial design aspect from website design or content development side of your website business profile.

We keep seeing examples of little effort in thinking or connecting commercial strategy through when working with creative marketing agencies on the commercial impact for client and business purpose. 

Most recently a leading IT services business spent $65,000 for a fairly average template website design without a digital marketing plan!  Being too busy or just ticking the box to get it done doesn’t warrant this kind of expenditure level with a silo approach without a holistic marketing strategy and commercial ROI considered.

If you are a business owner, ask yourself these questions first:

  • Why do I have to spend a significant amount of money building a new website?
  • If I cut costs with a low-budget website, what ROI will that provide?
  • Are you rebranding or is there a driving reason behind your website choices?
  • Have you checked what your competitors are doing, or are you going straight to spend on SEO?
  • Are you spending money on Google AdWords or social media paid campaigns for little tangible ROI?
  • Do you need to move from a static website to a dynamic website?

You need to establish what purpose your website needs to meet, and how that links to how you attract or engage your prospective clients online.

Example of typical technology and services sector websites:

I have viewed many technologies and business services websites.  Many of the look and feel of many redeveloped sites for the investment may not have strong commercial ROI or value attached to it.  The purpose doesn’t seem clear and they all look generic in terms of the menus and content flow structure. Your digital brand identity is more important than ever in today’s market.

The standard structure feels like this – Home Page, About Us, Our Services, Our Products, Contact Us, etc. Then there are Our Partners –which tends to be suppliers and vendors logos.

Alternative customer centric approach to consider:

This may seem obvious but your marketing manager or consultant should be talking to you first about who your customer is and how they buy from you.

  • Who are you trying to attract from a buyer’s journey perspective?
  • Have you planned out your customer focused content plan and approach?
  • Do you have subdomains or separate domains or webpage consideration for different audiences?
  • Can you address the actual problems you are trying to solve instead of just talking about your products?

Did you miss – Insights Video: Is your website brand or customer focussed?

I think any investment in website design shouldn’t be conducted in isolation of design and branding before a solid digital marketing strategy and customer profile is formed.

It should be an implementation activity once the business value proposition and go to market messaging is clear.

Who is your audience? Is it just B2B or B2C or does it need to be more targeted to certain industries or audiences.

Taking the lowest cost option isn’t always the best solution as it will end up costing more if you don’t develop a digital marketing plan and consider the content and context that suits your business products and services with your customers in mind.

We have seen many websites which are templated using Wix or other easy to use web creation tools or via WordPress.

Did you miss – Insights Video: How to turn your website into a customer centric approach

The ICDT model

In remembering the fundamentals of a website and its purpose, my opinion follows a basic website design framework based on the acronym of ICDT.

What does ICDT stand for?

  1. To provide Information to your online audience from your website.
  2. To be able to use to Communicate to your online audience through various digital channels.
  3. To be able to use for Distribution of relevant information or content to your audience
  4. To be able to be Transact through your website or other digital channels.

So what does this mean?

Our recommendation, whether you are planning or designing a new website or refreshing an existing one, is to consider the ICDT framework as part of your overall digital marketing strategy and website development approach.

  1. Information
  • To deliver appropriate content and information about your business services and products to your visitors
  • To provide your expertise and share knowledge with your prospective or existing clients
  • To publish blogs, articles or other content pieces relevant to your audience


  1. Communication website-communication
  • To use multiple digital channels to communicate inbound or outbound with your clients or prospective clients
  • Social Media – Instant Messaging, Facebook, Google Plus, Instagram, Twitter or LinkedIn channels
  • How can your visitors share your content or web pages to others or refer on?
  • How can you be contacted via phone, email, instant messaging, video call, or can customers come directly to your office?

  1. Distribution
  • To share information or communication – like email subscription list or newsletters with a one-to-one or one-to-many approach
  • To share price lists or descriptions about your services or products
  • To provide offers or specials
  • How do you distribute information to your affiliates or partners or clients?

Who are you trying to attract with your customer profile and does it resonate with your target audience?



4. Transaction

  • Data capture – To use as an exchange of information
  • CTA – Call to Action to register or click on something of value for your reader or visitor to take action or respond to your request or offer
  • Landing page – To drill down into a specific area of interest in exchange for contact details. i.e an email address or phone number
  • Tracking – To subscribe to obtain information about your clients buying habits
  • Forms – To register for events or seminars or to book a meeting 
  • Offers – To purchase online via ecommerce methods of credit card or ordering/booking process or to directly transact a sale. i.e subscription on a per month model where everything is managed online via your website.

These are just some basic examples of using an ICDT framework for considering t how you approach designing your website and considering the commercial elements and purpose to incorporate.


If you would like more information about reviewing your website design or how to create your digital marketing strategy with considering how to use the ICDT framework, please contact us.
 

We are offering a digital readiness assessment which will encompass reviewing how your web presence should be shaped.

Insights Video #2 – How to turn your website into a customer centric approach

Here is an example of how you can change your website to a customer centric approach from an Australian IT company website we found – Maxsum IT.

Did you miss Insights Video #1 – Is your website brand centric or customer focussed? Watch it here now.

Hear from our Marketing and Sales Insight consultant, Andrew McFayden about why this is our advice for people thinking of a website redesign project or content marketing campaign using an example of how to approach it.

 If you are tired of your content marketing campaigns failing with no ROI, find out how Alchemise Consulting can drive more effective leads for your business.

We are a boutique business growth consultancy based in Melbourne, focused on delivering high value business and sales consulting in APAC with an outcome based focus and shared risk approach.

For further details on any of these points above with a confidential discussion on how we can assist you for business partnership or growth/exit strategies, please contact us on info@alchemiseconsulting.com or register for free initial consultation.

Insights Video #1 – Is your website brand centric or customer focussed?

Hear our latest marketing insights from our Marketing and Sales Insights Consultant, Andrew McFayden, in this short video about why many business website designs and content are brand centric and NOT effective in attracting or engaging with your customers.

Stay tuned for our next video of an example IT services website that started the process of being customer centric, as opposed to brand centric – available to watch right now, HERE!


 If you are tired of your content marketing campaigns failing with no ROI, find out how Alchemise Consulting can drive more effective leads for your business.

We are a boutique business growth consultancy based in Melbourne, focused on delivering high value business sales and marketing consulting in APAC with an outcome based focus and shared risk approach.

For further details on any of these points above with a confidential discussion on how we can assist you for business partnership or growth/exit strategies, please contact us on info@alchemiseconsulting.com or register for a free initial consultation.

3 Key Elements of what a Digital Readiness Assessment provides

Are you currently thinking about reviewing your digital marketing strategy, or feeling ready to make the investment and move into the digital world to increase leads and sales opportunities? An effective marketing strategy has becoming increasingly important in recent years, as the competitive marketplace demands a more dynamic approach to interaction between prospects and businesses.



One of our clients, the Global Marketing Manager for a large Australian-based global logistics company, shared her value of completing our Digital Readiness Assessment:

“I’ve completed the Digital Readiness Assessment, a comprehensive questionnaire that was worth taking a few hours to complete. Great questions posed from Alchemise Consulting. It really made me think about what we have existing and what we should, but don’t, in our digital marketing strategy! This Digital Readiness Assessment helped me conclude the need to prepare a proper business proposal to Directors for our online and website strategy.”


What is a Digital Readiness Assessment? 

Alchemise Consulting offer a Digital Readiness Assessment (DRA) to independently assess your company’s ability and capacity to implement an effective digital strategy. We’ll utilise our field market knowledge to identify marketing trends and gaps in your existing or planned approach, or what your initial challenges might be for maximising your digital ROI, assessing the following:

  • Digital marketing strategy

We’ll explore what digital marketing resources you currently use and review the process, systems and strategy with a gap analysis. Do you have a digital marketing manager or who is responsible for digital? Digital marketing goals need to be effectively integrated into your overall business and marketing and sales strategies, and we will assess and provide recommendations around achieving the best (digital) ROI.

digital-readiness-assessment

  • Digital marketing operations assessment

There is much more to digital marketing than simply having a website or social media channel, and it’s important to ensure that each and every one of your digital resources is working effectively for you. We’ll assess, review and recommend aspects of your current marketing and digital capability structure, your website performance and user experience, digital content and marketing initiatives, and digital lead generation, nurturing and automation tools.

An example of a case study in how we assisted an IT Security Consulting firm in NSW improve their readiness for a marketing campaign was demonstrated with a improving their customer digital and web UX experience.

Case Study: Improvement in Customer UX experience with IT Security Consultancy

  • Digital marketing effectiveness review

For businesses who are a little further along the digital implementation path, we will assess your digital marketing ROI and performance metrics, and make recommendations based on the meaningful and relevant data, from an independent perspective.

CLICK HERE to find out more about our Digital Readiness Assessment and what it typically includes.

We know you want every arm of your business working towards your goals and objectives, and our Digital Readiness Assessment is the first step to ensure that your digital presence is working effectively and successfully for both your interaction with prospects and customers, and for your business overall. If you would like to find out how our independent assessment can help your business engagement, new business development and growth with lead generation, please contact us for an initial discussion.

digital-readiness-assessment

ICT Vendor marketing automation process bridges the gap between Marketing and Sales Qualified Leads

CASE STUDY
Business Problem

The APAC Marketing team has limited resources spread between Hong Kong, Singapore and Sydney for driving and executing the global marketing strategy and go to market for a specific campaign that isn’t generating enough lead generation from warm lists via events and other outbound material

So being people resource short and reactive as opposed to proactive, the existing use of globally developed content and use of existing Salesforce CRM and Eloqua Marketing Automation Tools.

In reality the use of tools, alone without people, process and sufficient time is a common cause of lack of ROI from the use of an Enterprise marketing automation tool to drive the correct results. Typically it’s the complexity of maximizing the functionality and investment in training required to get the effectiveness out of the solution.

In speaking to the Regional APAC Event and Campaign manager, provided some depth of insight into the challenges internally encountered.

Current Situation

A global campaign needs to be executed at APAC level, and the content is ready, however two older lists went cold and needed to be warmed up for exploring leads to hand across to the sales team.

All current MQLs and SQLs activity are being performance reported back to global management via Salesforce CRM and Eloqua marketing automation tools.

Primarily the challenge was a poor level of qualification with MQLs (marketing qualified leads) and handover to the sales team.

So what was happening was that the digital landing page asset for a white paper was being downloaded from one touchpoint and then automatically tagged as a MQL. This MQL was then passed onto the Sales Representative to follow up on.

The desired outcome was to accelerate the sales process with the marketing assets and prospect lead conversation through inbound marketing automation.

There are two other assets that ideally the qualification requires interaction or content marketing engagement for a benchmarking survey.

The request was to warm up the list and increase engagement with MQLs from promoting through outbound calling and inbound content engagement from the prospect with a list of about 500 contacts.

Recommendations

After some initial consultation, we very quickly uncovered the business problem for the client’s marketing process was a gap in not mapping the extensive specific content catalogue developed to the buyer’s persona and aligned to the buyer’s journey.

We proposed a marketing consulting exercise to review the existing campaign content pieces and map that to the buyer’s journey of Awareness, Consideration and Decision stage to enable a stronger lead nurture campaign.

The objective was to try to accelerate the MQL to SQL process and phases with sales process improvement.

Marketing-and-Sales-Consulting
Buyers Journey for MQL to SQL

Outcomes

We deliver a trial campaign to warm up the old leads but we are providing a HubSpot based service to track the marketing and sales funnel from developing a separate campaign landing page and form to be able to access the key three digital assets with white paper, e-book and benchmarking survey participation with prospects.

This project was to run over three months initially.

We have managed to provide more visibility depth into the MQL and SQL activity to connect closer to obtaining more prospect engagement through a consolidated and customised reporting from HubSpot and use its CRM as a lead generation outbound activity tool.

Inbound-Marketing-Automation

Once budget in the new financial year will be approved to complete the buyer’s journey content mapping project in order to increase the quality and lead scoring for the lead generation and prospect engagement.

This was setup and ready to commence within two weeks of approve to start this project.

This case study highlights that typically a solution to a marketing challenge such as this involves a holistic approach with People, Process and Systems to address this issue and allow for more effective integrated marketing and sales engagement focused on the sales outcome.

For a more detailed appreciation of what we provide in a digital readiness assessment, please read the following Digital Readiness Assessment services description

If you are exploring a digital marketing automation system or process improvement , contact Alchemise Consulting for an obligation-free discussion.

Digital-Readiness-Assessment

Selecting Marketing Automation Tools – An independent review of HubSpot

Alchemise Consulting would like to acknowledge and thank you to our guest independent reviewer Jamie Strachan for providing this article.


One of the key technology trends of 2016 in small-to-medium enterprises (SME) is the increasing adoption of sales and marketing automation tools to help businesses retain and grow their customer base and increase sales revenues.

A recent SME Directions survey suggests that more than 60% of businesses plan to use automation technology in the next financial year to help cut costs and streamline existing processes. 

A benefit of this technology is enabling businesses to better understand their growing volumes of customer data with the use of customer relationship management technology (CRM), SEO and online and social analytics. This in turn helps to identify buying trends, devise targeted campaigns and revise and improve inbound sales and marketing strategies over time.

Marketing automation tools allow both marketing and sales teams to work together more seamlessly. A lot of manual processes around content creation, management and personalisation are removed, while creating more qualified and targeted leads for sales reps to engage with. Lead and customer data is updated and shared by both teams and stored in the CRM.

According to Forrester Research, companies that implement marketing automation experience a 10% increase in their sales pipeline contribution.

HubSpot, a US-based company, is looking to lead the way in this market with a cloud-based platform offered to SMEs.

5 Benefits of the HubSpot offering:

  1. For small businesses needing an “all-in-one” online strategy, HubSpot will host your site, publish landing pages and blog content, while optimising it for search engines with keyword research relevant to your content and market.
  1. Manage your social media presence (Facebook, Twitter, Instagram) with scheduled posts, and report on brand mentions and social engagement with your content and services.
  1. Grow your inbound audience by creating simple search and social media advertising all from within the HubSpot dashboard. Track and optimise your ads as you go to increase your traffic and conversions.
  1. Create targeted email campaigns to new and existing customers with strong call-to-action (CTAs) offers.
  1. Use HubSpot’s native CRM or integrate with Salesforce to track engagement with your campaigns, CTAs, and record all customer interactions with plug-ins for common email clients. Integration to your existing CRM via the HubSpot API is also available.

HubSpot in the Cloud

Taking advantage of the today’s growing Platform-as-a-Service (PaaS) offerings, HubSpot has built a robust, secure and highly-available service for its 18,000 plus customer base.

Basic HubSpot CRM subscriptions are free for up to 100 contacts. As extra functionality is added for content creation, analytics, optimisation, CRM integration and more, subscriptions can range from AUD $300 – $3000 per month.

With digital strategy becoming evermore critical to business success and revenue growth, HubSpot offers a compelling turnkey solution for traditional small business content management and hosting. Added to this sophisticated inbound strategies, marketing and analytics provide the secret sauce that can add real business value, grow the bottom line and makes sales teams and marketers more productive.

Please contact us if you would like to continue the conversation about marketing automation and inbound marketing, and how it can help to grow your business.

Thank you once again to our guest independent reviewer Jamie Strachan for providing this article.

For further information about the current data and future of sales and marketing, feel free to register to download your FREE copy of the State of Inbound 2017 Report published by Hubspot.

State of Inbound 2017 Report

 

 

3 Business Challenges for Small Business Owners – The PROFITABLE Approach

Three of the biggest business challenges for small to medium enterprises (SMEs) are 1) cash flow, 2) access to resources and expertise in this fast paced and dynamic market. The third challenge is 3) scalability and how to grow the business in a structured planned way.

Freelance and project-based contractor approaches are becoming more widely used as the market shifts away from the traditional employee model. The need to access specific skillsets, often for a short period of time, is driving a more dynamic strategy to staff and resourcing.

In a very competitive and commoditised environment the cost of employment can prove prohibitive to scale and growth for SMEs. Recruitment fees, poor-fit staff, superannuation, and additional staffing overheads all contribute to operational costs, and impact actual net profit.

In order to solve complex challenges, we believe that a project-based model that is cross-functional can provide a pathway to achieving business outcomes, while working from the same client value set and beliefs.

We acknowledge that the traditional consulting model relies on a top-heavy assessment and recommendation approach that can prove costly for SMEs, so we function to deliver specific outcomes through tight scoping and a shared risk model. This offers access to and collaboration with a team of globally experience senior executives from the CxO management level.

As the end of financial year approaches, we know internal resources are limited. A locally delivered augmented strategic or tactical project can help to ensure that day to day challenges, as well as critical issues, are addressed and resolved. Whether you need resources in IT, HR, marketing, sales or finance and operations, we can customise a consulting engagement that suits your desired outcome using a shared risk value proposition.

For an initial obligation free consultation on how our independent advisory services can assist with a low cost approach, please visit www.alchemiseconsulting.com or contact us via info@alchemiseconsulting.com or call +61 39225 5022 to speak with one of our senior consultants.