You have committed time and resources to get your HubSpot instance up and running. Now that you have had time to become familiar with the platform, are you seeing the ROI that you envisioned?
As a HubSpot Diamond Certified Agency Partner, Vonazon helps businesses get the most out of their investment every day. Here are some of the top reasons that businesses struggle with HubSpot:
Not Reaching the Right Prospects
Most companies are extremely familiar with their client base. Unfortunately, those interpersonal relationships do not always transition into the digital space. Targeting keywords for search engine ads is not the same process as putting an advertisement in the right trade magazine or working the exhibition floor. Businesses end up burning through their marketing budgets, competing with much larger companies over a broad audience instead of targeting a niche market for better results.
Working with a marketing agency allows companies to put their expertise to good use by identifying the right market segments to target. This enables them to focus on supporting and building lasting relationships with clients.
Buyer Personas Need A Refresh
Buyer personas are fictional representations of ideal customers. They are usually based on existing client information and can be as detailed as necessary, right down to personal details such as age, education, hobbies, and more. Creating solid buyer personas establishes a target audience the marketing department can use to ensure consistent and targeted messaging. Unfortunately, problems may arise when buyer personas become outdated or overly generalized.
An experienced marketing agency can help tailor each campaign to specific buyer personas. This can help avoid campaign flops, such as when trying to target C-suite executives with marketing assets that are more appealing to engineers and technical experts.
Generic Messaging and Content
Much like ineffective buyer personas that suffer from over-generalization, content, and messaging can be too generic. Businesses that operate as a part of a channel sales model often rely on co-branded marketing material delivered by a vendor or manufacturer. Unfortunately, this often results in similar businesses being indistinguishable from each other as they use the same assets with different logos.
Content creators with in-depth industry knowledge can help sharpen existing content and create new assets that truly convey the value of a given service or product. Businesses that move away from using the same co-branded material as their competitors often have more success in establishing a strong brand identity.
Lack of Remarketing
The sad truth is that most website visitors leave without making a purchase. The good news is that this does not make them lost opportunities. Digital marketing involves more than generating awareness around your product it is about creating journeys that turn potential buyers into paying customers. If your HubSpot lists are full of unengaged contacts or leads that never convert, it may be time to reassess your nurture programs and remarketing efforts.
The right marketing agency will help you get the most out of remarketing with a targeted strategy and optimized content for almost any channel, including search, social, email, websites, and video. Remarketing is at its most effective when it delivers the right content to the right person at the right time. However, this requires strategic as well as creative thinking to properly implement.
Here at Vonazon, we are committed to helping our clients get the most out of their marketing platforms every day. If these challenges seem familiar to you, but you are uncertain where to begin, we invite you to sign up for our free HubSpot Evaluation to gain insights into how to get the most out of your HubSpot platform.