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12 Juli 2022

Nonprofit Organization Improves Internal Efficiencies By Migrating to HubSpot LMS and Marketing Hub

 

One of the things we love the most about HubSpot is its practicality — it’s user-friendly, it offers a myriad of tools to make everyone’s jobs easier, and since it has marketingsales, and service hubs, it often provides one solution for several different challenges. 

That was the case with a recent client that was looking to simplify their processes. 

Client Information

The client is a worldwide network of organizations that provide spiritual retreats and online conferences. Their purpose is to provide participants with a sense of community with like-minded individuals. 

Primary Pain Points: 

The client came to us because they were using too many different applications within their tech stack — one for their customer relationship management (CRM), one for email marketing, and another one that served as a platform for their online courses, to name a few. While all of these technologies enabled them to provide their services, they often came across inefficiencies; especially as they jumped around from one to the other. 

They were looking for an all-in-one solution that would centralize all of their data. They also wanted to ensure that each component interacted well with each other. 

HubSpot Services Provided

Thanks to HubSpot’s wide array of tools, we assisted the client in streamlining their processes, all within the same platform: 

HubSpot Service #1: Courses Migration to HubLMS

The client previously hosted their online courses on a learning management system (LMS) called LearnWorlds. They had chosen it originally because it enabled them to build a resource library and it integrated with their tech stack. 

We transferred everything to HubSpot’s HubLMS on the platform's content management system (CMS). This allows them to continue to set up their educational courses without the need for integrations for any other applications. 

HubSpot Service #2: Marketing Automation

We set up workflows based on specific user behavior triggers, such as whether website visitors were filling out their online forms to take a course, enroll in a retreat, or host a retreat. We also designed templates for confirmation emails, as well as their membership pages, and instructions on how to access their online courses. 

In addition, we created custom objects to assign company-specific properties, and segmented them so they could get a clear picture of how many hosts, invitees, and other crucial data points they had at any given moment. 

We also built custom personalization tokens to enable them to deploy more targeted emails; and we set up custom monthly and quarterly dashboards to reflect how many people have registered for the courses, retreats, to become a host, from which regions, and to show them the performance of all of their retreats. 

How HubSpot LMS & Marketing Hub Support Their Growth

As of the time of this writing, the client hasn’t launched their new marketing campaigns yet. However, they are thrilled about using a single platform for their contacts, workflows, and dashboards. 

They’re also happy that they no longer have to piece together various sources to get accurate reporting numbers. And since their website was already on HubSpot, they’re happy that they can get their marketing, sales, and customer service all done from the same SaaS provider.

The 4 Next Business Tech Advances Your Company Needs to Scale Fast

 It’s impossible to predict all the technological changes on the horizon, but keeping up with current trends can move your company forward.

No one expected the pandemic to shift the world into a more remote place with employees working from home at least some of the time and businesses scrambling to find effective ways to manage work-from-home teams. 

Preparing for potential catastrophes is one way to ensure you choose the right tech products. However, simply seeing what is most beneficial to your company can also be a smart investment.

What Will Be the Next Biggest Technological Advance? 

Sometimes a new invention changes everything, such as the iPhone or 5G connectivity. While it’s hard to say which ones will take hold, there are some significant ones on the horizon that specifically impact business. 

Researchers at Gartner predict artificial intelligence (AI) software will reach $62 billion in 2022, an increase of 21.3 percent from the previous year. Due to the many applications AI has and the growth, we predict it will be the next big advance and continue to improve and grow over time.

Here are the things that make the most sense to invest in now.

4 Business Technology Advances That Support Growth

1. Smart Shopping Carts

Have you seen the videos where Amazon Fresh uses smart shopping carts in their limited number of pilot stores? The customer simply adds items and the cart totals what they owe, charges a card on file, and the consumer is on their way without ever checking out.

Not only are the carts a time-saver, but they can lower theft and reduce long waiting lines to check out. Since many retail establishments are fighting to hire enough workers to staff their stores, investing in self-checkout technology makes sense for larger brick-and-mortar establishments. 

The carts connect to the Internet of Things (IoT) and make for a more positive and streamlined shopping experience for customers. 

2. Artificial Intelligence

As mentioned above, AI is growing rapidly. However, what does that mean exactly for your business? AI streamlines digital processes.

An example would be ordering dinner from DoorDash. The system automates a lot of the tasks and shows drivers exactly what to do for their jobs, making everything run smoothly. 

You might use AI to run analysis on your warehouse and how fast you’re getting packages out. You could also use it to keep in touch with customers and automate emails

3. Virtual Reality

A recent poll of Americans showed around 42 percent of U.S. adults feel technology has improved life in the last 50 years. While virtual reality (VR) may fall into the category of something fun and different, there are many ways you can apply it to your business model.

IKEA’s use of augmented reality (AR) to showcase how their furniture looks in a room of your home is the perfect example of how retailers can embrace VR and AR to improve online shopping experiences. 

4. Robotic Automation

As automation becomes more mainstream, manufacturers and retailers will utilize advances in this area. For example, a factory might implement a machine that does quality control checks or sends a report when a sensor shows too much vibration. Robots might even repair broken parts.

Retailers might use automation to fulfill orders, putting a number into the system so a robot can find the item in inventory and drop it into a box for shipping. Anything repetitive can be assigned to a robot and free up employees to work on more creative tasks that grow your business. 

Invest in the Right Tech Stack for Business Growth

Just when you think you have the whole technology for business thing figured out, something new will arrive that changes the way your company functions.

Reserve funds for those amazing new technologies you never saw coming. Your business will thank you and your employees will thank you as you give them the tools to excel at their jobs. 

5 Tips for Identifying Your Brand's Target Audience

 Knowing your brand’s target audience is the first step to improving the chances of tailoring your offerings to what they want. Some people take the outdated approach of trying to market to everyone at once.

But, doing that makes your messaging vague and may confuse consumers who feel they can’t get a good understanding of your brand. Take these practical steps to figure out which audiences you should target while running your business.

5 Tips for Finding Your Target Audience

1. Narrow Your Purpose.

It can take a while for people to get from knowing they want to develop a brand to specifying which customers can most benefit from it. However, you can kickstart the process by asking some questions. The answers you get will help shape what your business will ideally do. 

Try these examples, or make tweaks for better relevancy: 

  • What challenges will my customers face?
  • What do they need from me and why?
  • What other brands do my customers use?
  • Who are you targeting?

You probably can’t answer the last question right away, but knowing the answers to the other three will make it easier. Put yourself in the position of potential customers and ask yourself what would make them seek out your business.

Often, people do it because they want to ease pain points. Think about how you’ll address those and what you’ll do to encourage people to check out your brand if they’ve already established relationships with competing companies. 

Sometimes, when the question of who you’re targeting is a bit too overwhelming to consider in the early stages, the best alternative is to think about who will most likely not do business with you. Maybe you want to launch a brand of safety products for older people. In that case, children, teenagers and adults with no older surviving loved ones are not the people you’ll target. 

You can then think about the various needs associated with the better-suited groups. Older adults might want products that help them live independently for as long as possible. Then, their grown children might appreciate it if the brand has an easy-to-navigate website that lets them order products to ship to their parents’ homes. 

2. Speak to Potential Customers.

You may have a clear and vivid internal vision for your brand, but have you taken the time to mention your plans to people who may eventually become your customers? If not, consumers may not find them as valuable in real life. 

Start by engaging in a brief discussion about your business idea. After gauging people’s initial reactions, ask them about their opinions of companies similar to yours and what’s lacking in those business models. Perhaps you could fill a gap or find another competitive differentiator that helps your brand gain momentum.  

It’s also useful to pinpoint any factors that would make people definitely try doing business with you or not be interested at all. Encourage participants to go beyond brief answers and get to the heart of why they have the opinions they do. 

Another valuable exercise is to have people say or write down words or phrases that they associate with their favorite brands. The results will help you learn what consumers prioritize and allow you to evaluate whether your brand matches some or most of those ideals.

Emphasize that by giving their feedback, people are directly supporting the future of your brand. Most of them will probably like the opportunity to have that influence, especially when it means getting to support a brand during its development phase. 

3. Gather Data That Helps You Learn About Customers. 

In today’s world, people frequently and willingly engage in activities that require them to give information about themselves. Maybe they need to renew a license online, book an appointment at a hairdresser or get a prescription refilled. Those are just some of the many activities most of us do without thinking. 

However, some individuals start becoming more hesitant if they provide information to brands and suddenly start getting content that makes them feel like a corporate leader knows them better than they know themselves. Statistics show that 40 percent of people are more likely to show interest in a product recommendation that aligns with the information they’ve given a brand.

When you ask for customers’ data, specifically mention that you’ll use it to give them more relevant and exciting offers. You could also use their information when running split tests that show different versions of advertisements or website designs to particular groups. Then, it’s easier to see if certain phrases, colors, or other features resonate more with some people than others. 

Asking for customers’ data could result in you discovering some surprising things, too. Maybe you’ve thought about launching a luxury product line under your brand umbrella.

However, you might eventually learn that most of your customers are in a lower income bracket than expected. That revelation could tell you that your target audience may not be willing to spend the extra money required to splurge on higher-end goods. 

4. Become Familiar With Location-Based Specifics.

There are more than 31.7 million small businesses in the United States. That huge number shows why it’s essential to stand out from the crowd. One way to do that and simultaneously find your target audience is to become familiar with what’s in your immediate area and how it might affect your brand. 

Maybe your town has multiple colleges. Many campuses don’t allow people to have cars during their first year. If your physical store is not near public transit routes and you want to cater to students, it might be a good idea to offer delivery services. 

Alternatively, you might have a camping store on the edge of a national park. Perhaps, while learning about the needs of customers who come in to browse, you realize many people are curious about exploring the park but have some hesitations. In that case, you might offer free guided walks or tours based in the national park to help consumers get acquainted with it. 

Paying attention to location-based details can also help you attract target audiences who might live in adjacent areas. Maybe you operate in a border area and notice that many customers have addresses in the neighboring state. You might then use that information to run social media ads specifically for that group. 

5. Analyze Your Competitors.

Although it’s essential to develop your business, some people assert that it’s equally important to understand what your competitors are doing. Watching how those brands operate will help you identify your profitability potential and look for potential oversaturation. 

However, if you notice other brands doing well in your space, that’s not necessarily a reason to go back to the drawing board. Maybe you want to open an Italian restaurant, but there are already two others within 15 miles that are well-liked and long-established. You might have also learned through other research that “farm to table restaurants” is an often-used search term in your area. 

That might indicate people are eager to go to dining establishments that use local produce. If you find that competing restaurants haven’t focused on that aspect, it could be a niche to fill. 

It’s also useful to read reviews of competitors and see how people find them lacking. People might say things like, “My meal was delicious, but the atmosphere wasn’t very family-friendly” or “The food was too pricey, so I can’t afford to eat here often.”

The ability to address unmet needs is a compelling benefit of knowing your target audience. If people are generally happy with the brands they currently use, it’ll be harder to encourage them to try yours. However, if you know where those other businesses fall short, it’s easier to convince people your brand might be the better choice. 

Act Strategically for Best Results

It might seem like you have great ideas for building your brand from scratch or growing it in a challenging market. However, succeeding with those plans is all about knowing who your target audience is and seeing if they’re interested in what you hope to offer.

Learning from your potential customers with tips like the ones above will help you use resources wisely and show that you’re in touch with what people want and need. 

How HubSpot CRM Tools Help Construction Businesses Grow

 One of the best aspects of the construction industry is that people will always need you, so it can get really busy, really quickly.

By the same token, having so many contacts can also lend itself to a lot of issues — people falling through the cracks, missed upsell opportunities, and a lot of hassles going back and forth trying to piece things together. 

Fortunately, when construction companies use HubSpot, they're able to stay proactive in managing their contacts in a way that helps them achieve their business growth goals. 

What Is HubSpot?

HubSpot is an all-in-one software as a service (SaaS) solution that offers a wide range of tools for salesmarketing, and customer service. While each of these hubs are designed to work well together, they also integrate with most of the popular applications businesses use in their tech stack (all you have to do is verify whether what you’re currently using is listed on their App Marketplace). 

Depending on which hub you’re using, HubSpot gathers user data, deploys marketing campaigns, and tracks service tickets and routes them to the appropriate team member. But this is just the tip of the iceberg. The solution really does offer an entire library of tools to make running your business a lot easier. 

10 Benefits of HubSpot for Construction Businesses

While it’s good to know that a software may be beneficial, what’s actually helpful is to know with specificity what HubSpot is and how its tools will help you organize and grow your business.

While HubSpot has enough tools to talk about for months, here are top 10 ones: 

1. Free CRM

customer relationship management (CRM) platform is crucial for any business, regardless of size or industry. This database enables you to keep track of every single communication (email, live chat, social media, or phone call), so that you can easily access it from one centralized location. 

In addition, once you install HubSpot’s tracking code on your website, user behaviors will also be stored in the CRM. This includes page views, content they’ve consumed, calls to action they’ve clicked on, content they’ve downloaded, etc.

You can also start to learn about their interests and preferences based on items they continue to revisit. And best of all, HubSpot’s CRM is free, so you start reaping the platform’s benefits without making a dent on your budget. 

2. Contacts Segmentation

Once you gather enough data on your contacts, you can use this information to provide them with more personalized experiences. For example, someone who has done business with you in the past should not be receiving marketing emails for first-time customers. 

Segmenting your contacts enables you to organize them into categories. Once you do that, you can send them tailor-made communications that are specific to their circumstances. As a result, the recipients are more likely to continue opening your emails and have a greater likelihood of converting. 

3. Lead Capturing Tools

Ok. Ok. So having a CRM and a contacts segmentation tool is all kinds of wonderful. But how do you get people to sign up for your email list in the first place?

While you can straight out ask them, you’ll have a better chance of capturing their attention with lead magnets

These are pieces of content that provide information that solve your prospects’ short-term pain points. Their format will depend on what your target audience would prefer to consume – an ebookwhitepaper, podcast, infographic, research report, etc.

The point is to give them something that they will benefit from in exchange for their email address. 

4. Lead Nurturing

Once you have their emails, it’s time to establish long-term relationships with them — a courtship, if you will. This is because not everyone who makes contact with you is ready to buy.

Maybe they’re doing preliminary research, or comparing what you have to offer with other competitors. Or maybe they simply entered a query into Google and your website came up. 

Launching lead nurturing campaigns gives you the opportunity to establish yourself as an industry expert. You continue to provide insights and value through email communications. This is an excellent tool for them to learn more about the issues you solve, and you remain top of mind for when they’re ready to make a purchase. 

5. Marketing Automation 

Now, the buyer’s journey is seldom linear. Some people may act one way, while others are prone to take another course of action. Keeping track of all of it would be tedious, and frankly, a full-time job.

However, HubSpot Workflows enable you to create If/Then scenarios so that your communications are deployed upon certain trigger behaviors. Set it once, and go on about your day. 

Another benefit of this tool is that since everything happens automatically, you are reaching prospects right when they need you. And since time is of the essence in business transactions, this provides you with a competitive advantage. 

6. Inbound Marketing

Another way to establish yourself as an industry thought leader is through inbound marketing. This is the kind of campaign that brings people to you by attracting them with content you publish.

This can be videos, blogs, or tools (such as project cost calculators or DIY energy audit checklists). It’s not disruptive like YouTube ads or TV commercials, and it’s always relevant to what they’re already seeking. 

HubSpot makes this process as easy as possible with their content management system (CMS). You can write, edit, and schedule content in a user-friendly platform. It also has a template library and simple to use tools like drag-and-drop functionalities and CTA creators — no coding requirement needed. 

7. Lead Scoring

Once people start visiting your website, opening your marketing emails, and interacting with your content more often, you may be tempted to reach out to them immediately and strike while the iron’s hot. The thing is, however, that it’s not always as hot as you think it is. 

Instead of guessing, HubSpot’s lead scoring feature enables you to assign point values to specific actions — based on how likely the person taking them may end up turning into a customer.

For example, you may assign a low point value to someone who regularly reads your blogs but has never reached out to you. Yet, if they’ve requested information, their score goes up. This number increases if they’ve asked for a proposal.

Your sales reps can then focus their immediate efforts on those with the highest lead scores. 

8. Document Sharing

HubSpot’s document tracking tool enables you to create an entire library of documents you regularly use — sales enablement, proposals, and any other critical content. You can then easily share them directly from your inbox.

In addition, you’ll be alerted as to all engagement with the document — when the recipient has opened an email, viewed a document, signed it, and sent it back to you. 

Also, you’ll get insights as to which documents perform best, and which do not. You can then take this information to either stick with the former and/or modify the latter. 

9. Quotes

HubSpot also offers quote software. And not just that, you can prepare them instantly, so that you can send them to your prospects as soon as possible. And you can include your business’ logo, colors, and style to reflect your brand

This feature also allows for leads to sign directly on the document, as well as make credit card or ACH payments. No need to print, scan, or fax anything. And since HubSpot gathers all of the customer’s information straight from their CRM file, you can have the peace of mind that all of the data on the quote is accurate. 

10. Analytics

Finally, HubSpot offers analytics software. You can create custom dashboards to reflect the metrics that best align with your specific goals, and you can tailor them to look the way you want them to look for easier readability. 

For example, you can track certain actions (such as email open rates and CTA clicks) to determine which behavioral triggers to focus on when developing drip campaigns. You can track website traffic to see how your content is performing, or the source of traffic (organic, social mediaPPC ads, backlinks, or marketing emails) so that you can focus your efforts there. 

No matter what you decide to track, analytics let you track your progress so that you can make data driven decisions – and this is especially crucial in an industry where the sales cycle can be as long as it is in construction.

HubSpot Supports Growth for Construction Companies

As you can see, HubSpot has all of the tools you need to keep your business processes streamlined; and everything to set the stage for an extraordinary customer experience

If you’d like to see all the ways the platform can achieve this for you, we’d be happy to help. 

Hospitality Group Sets Up HubSpot Business Units to Manage Multiple Brands From One Location

 

One of the many things we love the most about HubSpot is the platform’s ability to make running a business infinitely simpler. In addition to basics such as having a CRM and marketing automation, they also offer useful tools for all kinds of business structures and industries. 

This was the case with a recent client who needed to find an easier way to manage multiple brands. 

Client Information

The client is an entity that owns a multitude of locations: venues for special events, restaurants, bars, lounges, and waterfront gathering places. Each of them has a different purpose and cater to a wide array of clientele.  

Primary Pain Points

They wanted to streamline the way they managed all of these branches, along with all of their business assets. They specifically wanted them to live separately, but organized together; especially since all of their contacts were intermingled and they wanted to attribute each of them to the business they belonged to. 

HubSpot Services Offered

We identified the tools that would best serve the client’s unique needs of keeping so many contacts and assets categorized and easily accessible. We then ensured that the client knew how to use them well so that they could move forward successfully. 

To this end, our services included:

HubSpot Service #1: HubSpot Business Units Setup

HubSpot Business Units is available for Enterprise users who want to manage multiple brands in a single account. We set up this add-on tool, along with list segmentations and email templates for each of them; customizing them to match each company’s colors, brand styles, and logos

(Pro Tip: HubSpot Business Units is a more cost-effective way to manage several brands under a parent company than the traditional method of having multiple subscriptions for each of them — especially if you use the same templates for their campaigns, target prospects that overlap across brands, or have the same marketing team working in all of them).

HubSpot Service #2: HubSpot Training

We walked the client through how to use the feature, and provided them with training and education so that they could continue using it once we completed our services. 

Now they know how to send emails from each domain, identify upsell and cross-sell opportunities across brands, and easily compare campaign performances, among many others. 

How HubSpot Is Helping Their Growth

HubSpot Business Units significantly improved how the client runs their business operations. They can now run all of their campaigns across all of their customer bases under a single CRM

They can also easily find anything they’re looking for — campaign assets, emails, or sales enablement content by simply using the filters on their portal. No more switching back and forth across platforms or logging in and out of multiple accounts.

HubSpot Onboarding Leads to More Effective Marketing and a Bigger ROI for a Digital Education Company

 

Sometimes, clients come to us already being familiar with one of the HubSpot hubs, seeking to expand the benefits they've already experienced. Other times, they need full guidance and training as they go through their initial onboarding and setup of the platform. 

This was the case with a recent client who was looking to transform their outdated marketing methods into more efficient ways to attract their intended audience. 

Client Information

The client is a business that provides a cloud-based learning platform, where individuals and teams can go through corporate training, or earn industry-specific certifications. They are used by both private and government organizations, and they provide on-site and online courses that are taught by leading experts. 

Primary Pain Points

Prior to the COVID-19 pandemic, the client used to do most of their marketing via direct mail. Then they decided to transition to fully digital campaigns. Specifically, they were doing mostly social media ads, seeking to attract new leads and retarget former customers. 

They were also interested in learning more about adaptive testing and behavioral event triggers, and wanted to see what HubSpot could do that made it a better solution over other marketing and sales SaaS solutions. 

HubSpot Setup Services Provided

We loved working with this client because it provided us with the opportunity to showcase many of HubSpot’s most useful tools within both the marketing and sales hubs. We were also thrilled to see that they got really into the HubSpot training process so that they could continue implementing these features on their own. 

HubSpot Service #1: HubSpot Onboarding

We made sure the client ticked all the boxes for a successful HubSpot onboarding: Installing the tracking code on all of their website pages, connecting their social media accounts with the Marketing Hub, and integrating with Google Analytics. This would set the stage to work seamlessly across hubs. 

We also created custom contacts, company, and deal properties to ensure a clean data transfer into the HubSpot CRM. We then connected their email inboxes, phones, and calendars, so they’d have a complete picture of each client’s file within the CRM. 

HubSpot Service #2: HubSpot Marketing Hub Implementation

Once everything was set in place through onboarding, we started creating assets the client could use repeatedly in their marketing campaigns: We built landing pages to go along with their lead magnets, as well as email templates for their lead nurturing efforts. 

We also discussed the audiences they wanted to target, and set up custom ads audiences based on that. We then set up marketing automation with specific HubSpot Sequences and HubSpot Workflows to make the process seamless and to ensure that not a single prospect would fall through the cracks or be placed on the back burner for too long. 

Additionally we set up clonable follow up sequences using content provided by the client, to make things as easy as possible for them for their future automated communications. 

HubSpot Service #3: HubSpot Sales Hub Implementation

We went over the criteria they use to define their ideal customer profile (ICP), along with lead categories: MQLs and SQLs. We then set up custom deals to track leads progress along the sales pipeline, and how to approach each of them to move them along the sales funnel

We then migrated their sales reporting dashboards into HubSpot and set up additional ones based on our recommendations after we discussed the metrics that mattered most to them. 

HubSpot Service #4: Ongoing Support and HubSpot Training

The client wanted to ensure that they thoroughly understood how to use each of these tools — and how to modify their usage as their needs change and their company grows. 

This would help them work more efficiently and to provide more adequate training to new hires. So we scheduled regular check-in meetings to guide them through their processes and to answer their HubSpot questions as they arose several weeks into the implementations. 

How HubSpot Is Helping Them Grow

The HubSpot services we provided significantly improved their marketing and sales processes — not only with the automation tools, but by also ensuring that both departments were fully aligned for a better quality lead handoff. 

The client has been so happy with how smoothly everything is moving along, they came back to Bluleadz to hire us for additional services to help them grow.