Exploring the phenomenal rise of HubSpot: What it is and how it can help your business
HubSpot, the inbound marketing software platform, has created quite a stir in the world of digital sales and marketing. Since being founded in 2006, the Massachusetts-based company has rapidly grown. 2013 was a phenomenal year for the inbound marketing company, which saw its annual revenue increase by 50 percent to $77.6 million. In 2012, almost 90 percent of HubSpot’s customers were US-based but during the last few years, the company has been steadily growing its international footprint.
jrc.agency now manages Hubspot for clients, so we’re constantly looking for new ways we can add value to their Hubspot campaigns. This blog post explores what exactly HubSpot is, the reasons for its successful explosion onto the digital landscape and, most importantly, how it can help companies generate more business.
What is HubSpot and what does it do?
In a nutshell, HubSpot specialises in assisting companies with inbound marketing efforts. Instead of relying on ‘impersonal’ marketing that bombards visitors with interruptions such as display ads, HubSpot is centred on a more ‘personal’ approach, predominantly through the delivery of targeted content at key points in the sales funnel. The company’s software comprises of a comprehensive mix of tools, designed for setting up and monitoring online analytics, website landing pages, search engine optimisation (SEO) campaigns, email marketing, and blogging, in, as Forbes words it, “one neat little package.”
By breaking down traditional marketing ‘barriers’, HubSpot is focused on creating content that is optimised for search engines and designed to turn websites into personalised magnets aimed at engaging with prospects. Consequently, this bespoke marketing platform helps businesses attract visitors, convert leads and ultimately close customers.
Attract. Convert. Delight.
Operating within three fundamental frameworks, HubSpot aims to ‘Attract’ visitors by assisting users to generate engaging blog posts, ebooks, white papers and videos, which are optimised for search engines and can then be shared directly from the platform through emails and social media pages. It then ‘Converts’ traffic into leads through the use of effective landing pages and engages prospects with defined and effective call to actions. HubSpot then ‘Delights’ customers by prompting users to send valuable content that can help to turn them into long-term customers. All of these welcome features are delivered in one neat software package that includes all the necessary tools to carry out effective inbound marketing and to help companies master inbound marketing.
Why is HubSpot being so gregariously lapped up?
By wrapping up this mesh of what are essentially pretty complex tools into one neat package, HubSpot provides a simpler approach to tieing content marketing and communications management together. And for companies wrestling with the demands of social media, content, online engagement and all the SEO and analytics that go with it, HubSpot, for many, is an extremely welcoming option.
A company doesn’t require hordes of digital or marketing awareness to realise that marketing in the 21st century is moving away from an impersonal, one-size-fits-all approach, to more tailored, personal tactics. As I wrote in an earlier blog post, delivering personalised, localised content has become a much more effective way to attract and engage visitors and ultimate turn leads into paying customers.
Businesses of all shapes, sizes and industries might recognise the contemporary demand for personalised, results-driven content, but they do not have the time, skills or devotion to go ahead and implement it. And this is where HubSpot steps in and administrates.
In 2012, Brian Halligan, HubSpot’s CEO, predicted there is going to be a demise of traditional marketing. Comparing the magnitude of the demise of traditional marketing to the obliteration of the horse-drawn carriage 100 years ago, Halligan told Forbes:
“Traditional marketing is going to get obliterated in the next ten years. The whole industry is just going to get ripped apart.”
By recognising the importance of generating a more personalised and engaging marketing strategy, businesses are consequently embracing HubSpot’s comprehensive inbound marketing products with a personal touch.
So can HubSpot help your business?
By giving businesses the right tools to help them achieve effective inbound marketing, HubSpot makes website updating easy, which for many businesses struggling with time and digital expertise, is welcome. Two features that make this particularly attractive are:
- In-depth (but easy to digest) analytics dashboard – Businesses of all sizes and niches need to know who is visiting their website and what they are looking for. Whilst online analytics has long been considered an imperative feature of digital marketing, HubSpot aims to simplify the process by giving businesses instant access to site analytics from the dashboard.
- Flexible content management system – HubSpot’s Content Optimisation System (COS) can be customised and tailored to cater for almost any type of business in operation. By delivering flexible and tailored content management, HubSpot is attractive to a broad range of businesses as its COS can efficiently cater for individual business’s requirements.
But as with any business investment, careful consideration needs to be given to whether it is right for you. As well as the financial investment, to get the most out of Hubspot you also need to be able to invest the time into setting it all up for your business, creating buyer personas, planning out all your campaigns, then creating and optimising the content to drive them. Once this is done, the potential rewards are huge. And the Hubspot support team are great at supporting you all the way with regular calls and training. But you do need to ask yourself if you have the resources to get there, or can you outsource the in-house time required to a trusted partner to manage this on your behalf.
For more information on getting the most out of your content marketing campaigns, or how jrc.agency could help you get up and running on Hubspot, get in touch with the team today.
In the meantime, sign up to our regularly updated blog, for more insightful information about what’s hot in the rapidly evolving world of digital marketing.
The Hubspot blog also provides useful insights on getting the best results from your online and integrated campaigns…
Blog post by Gabs Pickard Whitehead, jrc.agency Associate.