If you’ve made the decision to boost your marketing efforts by adding HubSpot to your WordPress site, you have taken the first step to improving your organization’s marketing capabilities. After you’ve installed the plugin, which adds HubSpot tracking code to your WordPress site and creates subscribers from non-HubSpot forms on your site, it’s time to put the right foundation in place for long-term success.
Below are three key ways to make the most out of a HubSpot WordPress integration.
Leverage calls to action
HubSpot enables a level of agility and specificity that isn’t available on WordPress alone. Call to actions (CTAs), or statements that promote your visitor to take some sort of next step, are one example of these capabilities. When you use HubSpot, you leverage the ability to create highly relevant smart CTAs by using rules of engagement. For instance, you can serve a unique CTA to certain segments of your audience based on their previous activity on the site, demographics, or behavioral attributes.
One effective way to leverage smart capabilities is to map rules to stages of the buyer’s journey. For instance, new visitors to the site will see an awareness-stage CTA that encourages them to download an industry white paper while known contacts who have visited your pricing page will see a CTA that encourages a product demo, which significantly improves the customer experience. HubSpot’s smart rules can help unlock the holy grail of marketing, which according to Google’s own Marvin Chow, VP of Global Strategy, is marketing and advertising “relevance at scale.”
Calls to action can be embedded across your WordPress site with simple code provided by HubSpot. The calls to action are highly customizable both in design and functionality. The best part? There is real-time conversion data on HubSpot’s CTAs so you can determine what’s resonating best based on your goals, and optimize accordingly.
Forms are a means to collect helpful contact information for future lead analysis and segmentation. HubSpot has a robust form creation tool that is highly customizable. It’s possible to add custom fields and even hidden fields to collect a variety of demographic and behavioral data at the form level. If you are embedding a form (or CTA) on your WordPress site, HubSpot reminds us that “you may need to apply additional CSS declarations within your external stylesheet to make the form or CTA responsive.”
Forms are also dynamic and the questions can change based on a contact’s previous answers, industry, product interest, and other behaviors. Forms are a free addition to your WordPress site and a great way to test how the platforms will integrate while helping you overcome marketing challenges.
To build upon the previous tactic, workflows are a lead nurturing tool that enable triggered emails to reach leads based on certain criteria. For instance, the new visitor who downloaded the white paper based on your smart CTA probably isn’t ready to buy your product or service. Their behavior indicates that they are gathering industry-related information and are probably in the awareness stage of the buyer’s journey.
Based on their site activity (downloading a white paper) and demographic information captured in the embedded form on your WordPress site, you would know that the lead is working for a company in the technology sector. You can then trigger a specific 5-part lead nurture series or drip campaign to send them follow up information. This might look like an initial follow up email that includes the offer they downloaded, an invitation to subscribe to your blog, an industry-specific guide, and other content assets that will help them along their path to understanding both their organizational problem and how to solve it.
A workflow is a series of emails set up at a certain cadence (that depends upon the length of the sales cycle) and can be adjusted based on the recipient’s behavior. For instance, if your lead opens and clicks through on every email in the series, therefore visiting your WordPress site with more frequency, you may automatically trigger a final email that invites them to schedule a product demo based on those indicators that they are highly engaged with your content. Or, because you have the HubSpot tracking code installed on your WordPress site, you’ll know which site pages they visited and for how long, and you can set up workflow triggers based on their website behavior.
To make your life easier, HubSpot has email design templates already available in the portal and a marketplace with hundreds more to choose from.
Adding HubSpot to your WordPress site is like adding superpowers to your marketing efforts. HubSpot’s automation capabilities will amplify your WordPress efforts to compile your data in one place for easy analysis, optimization, and overall business success.