Direct Traffic Vs Organic Traffic: Everything You Need to Know

Direct Traffic Vs Organic Traffic: Everything You Need to Know

Mackenzie

TL;DR Direct Traffic vs Organic Traffic

If you’re just looking for a face value answer to “direct traffic vs organic traffic”, then organic traffic is any traffic that comes from search engines and is earned, not paid. Direct traffic is any traffic that does not come from a referring website.

Most people think of direct traffic as visitors physically typing your URL into their web browser, but there’s a little bit more to it than that. If you want to dig deeper and learn where all of your traffic is really coming from, keep reading.

To really get a handle on the direct traffic vs organic traffic difference, it’s worth it to understand how all of your websites’ traffic sources are classified by analytics tools like HubSpot or Google Analytics.

Types of Traffic Sources

Most website analytic tools will organize your traffic sources into the following categories: 

Direct Traffic — As we mentioned, direct traffic is categorized as traffic that does not come from a referring website. If traffic is coming from an unknown source, it will likely be categorized as direct traffic as well. 

Organic Traffic — Organic traffic is any traffic that comes to your site from a search engine, but that isn’t paid for. Any organic traffic is going to be a result of your inbound marketing and SEO efforts. 

Paid Search Traffic — Paid search traffic is any traffic that comes from a paid search campaign you’ve launched on a search engine like Google or Bing. 

Social Traffic — Any traffic that comes from a social media website, like LinkedIn, Twitter, Facebook, or Instagram.

Email Traffic — If you are properly tagging your email campaigns with email parameters, any traffic that arrives to your site from an email will show up as email traffic.

Referral Traffic — Traffic that comes to your website from any other website that is not a social media platform or a search engine. Someone clicking over from a backlink on another blog would be considered referral traffic.

Other — If you have any traffic that doesn’t fit into the above categories, or has been specifically tagged as “other”, it will fall into this traffic category

Now that we have a clear understanding of all of the different types of traffic sources, let’s dive into two of the most important: direct traffic and organic traffic. We’re going to start with direct traffic because honestly, it’s a little complicated.  

Understanding Direct Traffic

Direct traffic is supposed to be any traffic that’s coming directly to your site. That means anyone typing your URL into their web browser or clicking to your site from a bookmarked link. Unfortunately, direct traffic really isn’t as clear cut as that.

This experiment done by SearchEngineLand and Groupon revealed that as much as 60% of traffic considered to be direct traffic is actually organic traffic. 

How does that work?

Well, browsers don’t always report where visitors arrived from when they make it to a website. If your analytics tool can’t figure out where traffic comes from, they just assume it’s direct traffic. Since that visitor doesn’t have a referral, your analytics don’t know where they came from, and they automatically dump them into the direct traffic bucket. 

Why Do I Care If My Direct Traffic Is Miscategorized?

Good question. 

Does it really matter that a bunch of your traffic isn’t being properly categorized? What’s the point of knowing where your traffic is coming from, and doing all that work to minimize false “direct traffic” visitors?

The answer is data. 

Any digital marketer knows that the best way to improve marketing tactics and draw in more qualified leads is to first know where your leads are coming from, and why.

If you can’t figure out where much of your direct traffic is coming from, you’re missing out on a big marketing opportunity. You can’t see what keywords those visitors are clicking over from or what terms they’re searching for.

So where is my direct traffic actually coming from?

If your direct traffic isn’t really direct, then what is it? Well, the internet isn’t perfect. To give your website analytics tool the proper referrals for every site visit, every little aspect of a link has to be in perfect shape, and that just doesn’t always happen. That said, here are a few specific reasons you might be seeing really high direct traffic numbers:

HTTPS→HTTP Referrals

If you haven’t yet secured your site, you have an HTTP site. That means you won’t see tracking on any visitors coming from a secure, HTTPS, site. This is a function of the secure protocol, and it’s actually a fairly easy fix. 

You just need a third-party SSL certificate, and you can update your site to be secure. Then, you’ll see all the referral information you need from visitors coming to your site from other secure websites. 

Bad Redirects & Missing or Broken Tracking Codes

Another big culprit for unnecessary direct traffic is that something’s not working on your end. Maybe you forgot to put in the tracking code on a new landing page. 

Anyone who clicks through from that landing page to another page on your site will appear to Google Analytics as a new user when they hit that second page. To Google, it seems like you’ve self-referred your own visitor. When that happens and your domain has been excluded, Google will automatically dump that visit in the direct traffic bucket. The same thing happens if your tracking codes fail or break. 

Bad redirects can also be to blame, in a similar way. If you’re using anything other than SEO best practices for your redirects, you run the risk of UTM parameters being stripped out. Complex redirect chains can wipe referrer data, contributing to more direct traffic for you.

Traffic from Mobile Apps, Desktop Software, and Some Email Clients

Unfortunately, sometimes there’s just no way to avoid direct traffic that really isn’t direct. Many mobile apps, desktop software programs, and some email clients, like Outlook just don’t pass on referring information. 

You can tell if you’re having an issue with email if you see a spike in direct traffic right after you send out a big email campaign, but it can be difficult to identify traffic coming from mobile apps and desktop software.

Legit Direct Traffic

And sometimes, some of your direct traffic really is direct. Maybe you wrote an awesome blog that people keep bookmarking, or maybe you have a great reputation in your area and people just navigate directly to your site.

If you haven’t blocked your employee’s IP addresses, you could be getting direct traffic in your analytics from them navigating to the website. Direct traffic is an actual traffic source, so it’s important to remember that some of your direct traffic visitors can really be navigating right to you. 

There are a variety of contributors to unnecessary direct traffic. While these are the most common and the easiest to identify, you can still see direct traffic coming from offline sources, people sharing your site through direct messaging apps like Facebook Messenger, and more.  

While you can’t address all of these instances, there are a few you can fix, so that you’re getting the best possible information about your site visitors, what they want, and where they’re coming from. 

How Can I Address Miscategorized Direct Traffic?

Moz has a really great Complete Guide to Direct Traffic in Google Analytics that shows you not only how to figure out where your direct traffic is coming from, but also how to fix it. Head over there for some detailed specific principles to follow to fix any concerns you have with direct traffic. For now, two of the best ways to make sure you’re doing everything you possibly can to manage unnecessary direct traffic are: 

  • Make Sure Your Site is HTTPS. If your site still has an HTTP web address, you’re going to be missing out on referrals that could tell you a lot about your site visitors. Migrating to an HTTPS site will ensure that you can track referral traffic as best possible, and it has the added benefit of helping you keep up with the future of the web. 
  • Master Campaign Tagging. You can only control what you can control when it comes to direct traffic. You can’t control browsers coming from mobile apps or from sites that aren’t HTTPS. You can control your campaign tagging. The better you are at tagging your campaigns, the better analytics you’ll see from those new site visitors. Again, check with Moz for an in-depth how-to here.

Now that we’ve cleared up what direct traffic is and is not, we can get to organic traffic, which in my opinion, is much less complicated. Remember that some of your direct traffic might be organic traffic that just doesn’t have the proper referral information. If you’re still not sure how that works, take a look at this study by SearchEngineLand

Understanding Organic Traffic

As we’ve talked about before, organic traffic is any traffic coming to your site from search engines that has not been influenced by any paid advertising. Not sure what that looks like? Check out our Anatomy of a SERP for a visual guide to where your organic traffic is coming from. 

How do I get organic traffic?

Organic traffic is generated by your ranking on search engine results pages. The higher your website ranks for search terms related to your company, the more organic traffic you’re going to see. Most inbound marketing tactics and strategies are founded on the goal of increasing search engine rankings to drive more organic traffic. 

Organic traffic is also driven by SEO or Search Engine Optimization. The more optimized your site is for search engines, the better it is likely to rank for those search terms your ideal clients are typing into Google. Check out this case study for some info on how SEO can help drive serious organic traffic and qualified leads. 

What’s the Biggest Difference Between Direct and Organic Traffic?

The biggest difference between direct and organic traffic really has to do with user intent. When you have a lot of organic traffic, that means that you’re doing a good job of developing your digital presence to cater to search engines. You’re ranking highly for specific search terms, which is driving more traffic to your website. When you have a lot of direct traffic, you’re either suffering from some of the issues we mentioned above, or you have a ton of brand awareness in your industry. 

For example, let’s say you’re searching for running shoes. If you’re ready to make a decision and are super loyal to Nike shoes, you’re going to type in Nike.com in your web browser and make a purchase. That’s a great example of quality direct traffic. 

If you’re not sure what shoes are right for you — let’s say you’re new to running or aren’t particularly fond of Nike shoes, you’re going to type into a Google search, “best running shoes for beginners.” When you click on one of the top results that isn’t an ad, you are organic traffic for that website.

For any marketer or website owner, it’s important to understand the direct traffic vs organic traffic difference. We hope this blog helped you identify key differences between the two, and gave you a bit of context behind some of the issues with direct traffic. If you have more questions about analyzing your website’s traffic sources, be sure to get in touch with the team at Evenbound. Our SEO experts are happy to answer any questions you might have.

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Building Better Landing Pages With HubSpot

Building Better Landing Pages With HubSpot

Mackenzie

When it comes to nearly any digital marketing strategy, landing pages are absolutely essential. The way you build, track, and optimize your landing pages can make or break your lead generation strategy, which is why we’re going to talk about building better landing pages using HubSpot’s landing page tool. But first, let’s make sure we’re all starting on the same page (no pun intended):

What is a Landing Page?

A landing page is any web page a visitor lands on when they navigate to your website from somewhere else. Technically, a landing page could be any page on your website — your home page, a blog, or a services page. But if you’re doing digital marketing right, your landing page is an important lead capture tool that looks a little something like this.

What’s On a Good Landing Page?

We’ve covered just about all there is to cover when it comes to building a landing page, so if you’re looking for more in-depth information about what a landing page is, why you need one, and what a good one looks like, check out these awesome blogs for more detailed information:

To give you a quick refresher, just know that a great landing page has these four key elements: 

  • Attention-Grabbing Title
  • Helpful, Concise Content
  • Interesting Imagery
  • Easy to Complete Contact Form

These four elements make up the basic design of an awesome landing page.  

What Does HubSpot Have to do With Building Better Landing Pages?

If all you need is a title, content, an image, and a contact form, then how hard could building a landing page be?

Honestly, the design and build of your landing page is just a small component of a great landing page. The goal of any landing page is not just to get you leads, but also to give you information about the overall success of the product, offer, or event you’re promoting with this landing page.

Okay, So How Can I Use HubSpot to Build Better Landing Pages?

Now that we know why we care about HubSpot landing pages, let’s get into the nitty-gritty of building a better landing page with HubSpot. HubSpot offers a ton of features with their landing page tool, so while we won’t cover every single one in this blog, we will cover the features most important to the success of your lead generation and digital marketing strategy. Let’s start with our favorite benefit of HubSpot’s landing pages:

Optimize with Detailed Reporting

HubSpot’s best landing page feature is the detailed reporting they offer. You can assign landing pages to a specific campaign (more on this next), attach a landing page to a workflow, and generally just see everything you’ve ever wanted to know about how your visitors and leads are interacting with your offers, products, and events. A HubSpot landing page report looks a little like this: 

While HubSpot’s reporting is interactive, this image still gives you a great initial feel for how much data you can receive.HubSpot can tell you exactly how many views, submissions and new contacts that landing page delivers. Click To TweetIt will also tell you where those views, submissions, and contacts are coming from, whether that’s organic traffic, referrals, direct traffic, etc.  

You also get a bunch of helpful information that tells you how people are reacting to the landing page, like what the page’s bounce rate is, what its exit rate is, and how long (on average) people spend on that landing page. All of this data can help you improve your landing pages for even better performance.

For example, let’s say your bounce rate is really high. That tells you that people coming to your landing page aren’t getting what they thought they were going to get. Maybe your landing page is still connected to an old ad or an old social media post that’s no longer making the same offer.

You can use HubSpot’s reporting to see where the visitors to that landing page are coming from and troubleshoot your high bounce rate from there. Now that’s optimization made easy.

Inbound Marketing Tools that Improve your HubSpot Landing Pages

In addition to offering you in-depth data and reporting on the performance of your landing page, HubSpot has really geared their landing page tool to help inbound marketers succeed. Their landing pages are paired with some exceptionally robust inbound marketing tools that make your landing pages work for you, without you putting in a ton of extra work. This is where the HubSpot landing page feature really starts to flex its muscles.

Here are just a few of the tools we love to use when we create our own HubSpot landing pages:

Add to Workflow

You’re into marketing automation, right? Us too. HubSpot makes it really easy to associate any new landing page with an existing workflow. Just click the “Add to Workflow” button, and any contact who completes the landing page form will immediately be entered into the workflow of your choice. This is great when you’re building landing pages for specific content offers or webinars geared to just one buyer persona.

Send a Follow-Up Email

That all-important follow-up email. Let’s automate it. HubSpot also offers another easy button you can click to send a follow-up email immediately after a lead completes your form. You can develop the follow-up email however you like, but it’s a really important tool to keep those new leads in your sales funnel.

Add to Campaign

 If you’re on the inbound marketing train, you identify potential leads according to their buyer persona. You’ve developed a number of marketing campaigns geared specifically to each of those personas. Easily add a new landing page to any of those campaigns, and track that landing page’s performance in relation to that campaign. This sets you up to get all of the reporting data you need to see how successful your product, offer, or event really is.

SEO Help

One thing we don’t touch on a lot with landing pages is how they help with SEO. The quality of your landing page is one of the big factors Google and other search engines use to determine the quality of your ad. So, if you’re directing a paid search ad to one of your new HubSpot landing pages, you’ll be happy to know that HubSpot makes on-page SEO a breeze.

Custom URL

Easily create a custom URL for your landing page. While any landing page’s URL will default to whatever your page title is, HubSpot makes it easy to change your URL to a more custom option.

This is great when you’re trying to get a particular keyword in there or shorten the URL up so it’s easy to for potential leads to remember or share on social media.  

Meta Description

It’s easy to forget about a meta description when you’re developing landing pages. Since they don’t hold a lot of content, they don’t jump out as an SEO ranking opportunity.

But, writing a quality meta description that tells both visitors and search engines what your landing page is about can be that extra step that sets you apart from the competition.

HubSpot’s landing page builder has an easily accessible meta description field that allows you to write and save a custom meta description to fit your new landing page, so you reap all the potential SEO benefits. 

Quick, Intuitive Layout with HubSpot Templates

Of course, we couldn’t talk about building better landing pages with HubSpot without talking about their handy, fast design features. Whether you’re not comfy as a web designer in your own right, or your in-house designer just doesn’t have time to crank something out every time you need a new landing page, you really don’t have to worry when you’re using the HubSpot landing page tool.

HubSpot offers a variety of landing page templates, or, your in-house designer can develop one or two landing page templates, and you can build out unique landing pages from each of those templates. Either way, you benefit from a beautiful, high-quality design that puts your offer front-and-center, without taking up your entire day.

Simply choose the template that best fits your landing page, and make sure it has those critical four elements we talked about earlier:

  • Title
  • Copy
  • Image
  • Form

Setting up a landing page is as easy as choosing a template, filling in your information, and hitting the publish button.

Simple Drag and Drop Design

Last but not least, we just couldn’t leave this blog alone without mentioning HubSpot’s easy drag and drop landing page builder. While it might not sound like a huge feature, the amount of time it will save you makes it worth mentioning.

When you build your landing page in HubSpot, you can easily add and move around modules on your landing page with a simple drag and drop. Each module will snap into place on your template, making for a flawless design in a fraction of the time it would take you to manually build a page. Whether you’re adding fields to a form, reformatting your landing page’s imagery, or working to get that headline just right, HubSpot’s tools make it easy to develop an intuitive landing page in just a few minutes. 

And that’s our spiel on HubSpot landing pages! If you’re looking for a landing page builder that offers fast, intuitive design, reporting and seamless connectivity for your existing digital marketing strategy, you really can’t beat HubSpot. 

Their landing pages are fast and fun, and you really won’t find better data reporting with any other tool. Combine that with the fact that you can easily connect any HubSpot landing page with an existing campaign, automated workflow, or follow-up email campaign, and you’ve got a robust tool that can help you get way more out of your landing pages.

Not sure if HubSpot’s right for you? No worries. Evenbound is a HubSpot Gold Agency Partner, and we’d be happy to show you the ropes. Get in touch with our team for a quick run-through of HubSpot’s tools, and an honest consultation about whether the platform is right for your company.

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Lead Generation Tips and Tricks for SMBs

Lead Generation Tips and Tricks for SMBs

Mackenzie

Everybody is looking for new leads, but sometimes it seems like there are only a few ways to draw them in, and for SMBs with smaller budgets and specific locations, lead generation can be tiresome work. If you’re looking for great ways to jumpstart lead generation for your SMB, you’re in the right spot. Let’s talk about a few lead generation tips and tricks for SMBs that will actually work.
We’re going to start by first looking at how you convert leads. When it comes to any business — small, mid-sized, and even huge corporate companies — there are really only three key ways to convert leads through digital marketing:
  • Content offers
  • Calls-to-action
  • Landing pages

If you’re in the digital marketing game, you probably have all three of these tools, and you’re probably using them to convert your leads as often as you can.

But, while content offers, calls-to-action, and landing pages convert leads, the rest of your digital marketing strategy does the actual work of guiding the right potential leads towards those conversion opportunities.

You can have all the landing pages and content offers you want, but if you don't have any traffic coming to your site, you're not going to see the lead generation you're looking for. Click To Tweet

For SMBs, this aspect of lead generation is quite possibly the toughest. You can have picture-perfect conversion opportunities, but if you don’t have the traffic, you’re not going to see results.

And drawing in a ton of qualified traffic can be easier said than done. Not only are you competing with other local SMBs in your industry, you likely also have to go up against corporate giants who have more manpower and budget than you. This is where strategic digital marketing comes in. 

via GIPHY

We’re going to break down 8 lead generation tips and tricks for SMBs, that will help your small-to-midsized business stand out from larger competition and draw in the leads that will help your company grow. It all starts with your target buyer.

#1 Identify Your Target Buyer

The first and best way to make sure you’re generating only the leads you want, and none of the leads you don’t, is to identify who you want to sell to.

Odds are, your product isn’t for everyone. There is a specific industry, a key job title, or type of person your product or service is right for. Where do they live? What do they want? What do they do?

Understanding your target buyer through and through will help you implement lead generation tactics that are accurate and specific. And the more accurate your targeting, the less you’ll spend to get the best results.

 

via GIPHY

#2 Leverage Social Media

One key lead generation tip every SMB should take advantage of is social media. It doesn’t matter whether you’re a mid-sized manufacturer or a small local lumber supplier, social media is an inexpensive way to build awareness throughout your community. 

We’ve provided a ton of resources about how SMBs can get ahead on a variety of social media channels, (see this blog, this blog, and this article about Social Media Marketing vs. Social Media Advertising) but at the very least it’s worth it to create accounts on platforms like Linkedin, Facebook, Twitter, or Instagram. Start with one, if your company doesn’t have any yet, and build from there. 

We recommend starting with Facebook and LinkedIn if you’re planning to do any social media advertising. Both of these platforms make advertising easy, and they have powerful targeting abilities that can help you create effective ad campaigns, without spending more of your budget than you’d like. 

#4 Create Targeted Content

Today’s consumer wants content that is specific to their concerns. The best way to boost lead generation for the leads you actually want is to create content that is very targeted. General solutions aren’t going to help those potential leads. 

A lot of times we’ll hear from clients, “well, we don’t want to give all of that information away because [insert reason here: you don’t want your competition to know, you don’t want clients to solve their problems, you’re afraid if you give information away, they won’t call your sales team, etc.].”

The fact is that if you’re not educating your potential leads with content that truly answers their questions and solves their problems, you’re not going to get any leads. 

Today’s consumer will not contact a salesperson until they’re 80% of the way through the buyers cycle. Until then, they want to find the information that answers their questions and empowers them to make an educated decision about why your product is their best option. 

When you’re creating that content, your company will be the first your ideal consumer contacts when they’re ready to make a purchasing decision.

#5 Focus on Quality over Quantity

If lead generation is your SMB’s goal, quality should always be your priority. You can write a million short blog posts and not see a single leads from all of your posts. You can also write a million general blog posts and end up with a million leads, but none of whom are good sales fits for your company. 

If you want to generate quality leads, you need to generate quality content. 

Consumers can spot an unhelpful, keyword-stuffed, general blog post from a mile a way. They can also pick out a quality blog post, just as easily. 

If you’re creating content that’s focused on keywords, but doesn’t really say anything, you’re not going to see the lead generation you want. Why?

Because content creation is about more than lead generation. It’s also about setting yourself up as an authority in your industry. 

When you’re putting out the best, quality, in-depth content in the industry, people are going to start looking to you for answers. When people look to you for answers they can trust, they’re also going to look for you when they decide they need your product or service. 

When you create quality content, you boost your SMB’s lead generation capabilities threefold. 

  • You are able to draw in quality leads with great content that ranks well.
  • You set yourself up as an authority in the industry. More consumers turn to your SMB when they have questions about the product or service you offer.
  • You boost your company’s awareness. As an authority in the industry, who is providing quality content, more people are going to refer potential leads to you, and more potential leads are going to turn to your company, just because they’ve heard your company name around.

In the end, quality content keeps delivering quality leads. The more great content you put out, the more qualified leads you’ll generate in the long run. A great content creation strategy works like a snowball effect — the more great content you put out, the more qualified leads and brand awareness you generate. The more leads and awareness you have, the more authority you build. 

#6 Always Include a CTA

If there was a golden rule of lead generation, “always include a CTA” would be it.  

Why? Because a CTA gives you the chance to convert a lead. And worst-case scenario, the lead doesn’t click on it. You have nothing to lose by including a few relevant CTAs with every blog post, whitepaper, or helpful article you put into the world. 

Your calls to action should always provide something useful to your readers, like more information about the topic they were just learning about, or a free consultation or audit of their company. 

#7 Give Things Away. For Free

Gated content still has its place in the digital marketing world, but it’s not the end-all-be-all way to generate leads. In fact, more customers prefer companies who are offering up the content they want, with no strings attached. 

A new popular lead generation trend is to develop long-form, ungated content. Then, instead of putting the gate on your content on the site, you offer a PDF version of that long-form content, so people can take it home with them and read it at their leisure. 

This is a really great tactic to get you contact information for just the leads who are really interested in what you have to say or sell. While a lot of unqualified leads might give up their email to download a gated content offer, only the leads who are genuinely interested in your content are going to download the PDF and take it home with them. 

#8 Track Your Leads

This is the last tip we’re going to cover, and while tracking your leads doesn’t necessarily help you generate leads, it is an important point to end on.

All of the work you’re putting into lead generation is real, and it’s going to deliver you results. The worst thing to happen is to get all of those amazing leads, and then not have anywhere to organize them and keep track of them. 

We understand that SMBs don’t always have the budget to invest in an expensive CRM, but there are a lot of free CRM options that will help you keep track of the leads that are coming into your website, and that stick around to learn more. Our personal favorite is HubSpot, of course, but do some searching around to find an option that’s right for your company. 

Lead generation for SMBs can take a bit of strategy, but it doesn’t have to blow your budget.

When you approach lead generation with a clear picture of the leads you actually want, and who are likely to purchase your product or service, you’ll be able to put your effort towards just the tactics that will draw those ideal clients in. Strategic digital marketing is the best way to get the local leads you want, at a price that makes sense for your company. 

Looking for a little more help? These blogs have answers:

We can help too. Get in touch with the Evenbound team to chat about your lead generation strategy. And for more information about how we generate leads for SMBs, be sure to check out the case study below:

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Hey! We’re Evenbound

Hey! We’re Evenbound

Mackenzie

HA Digital Marketing → Evenbound

HA Digital Marketing is now Evenbound. And that change goes way beyond our new website and name. Here’s why we’re making the switch, and what it means for you.

Earlier this year, our team sat down to take a good look at where we were, and where we wanted to be. We looked hard at our mission, our purpose, and our vision for our company, and we realized that we’d started to outgrow the HA Digital Marketing name. Some amazing insights came from our sessions last fall, and one of our favorites is our team’s purpose, “to create joyful clients.”

With that new purpose at the heart of this rebrand, we settled on the name Evenbound. Equal parts inbound marketing and outbound marketing working together to deliver the most meaningful results for our clients.

Inbound + Outbound = Evenbound

Whatever goals you’re working towards, we’re here to support them. Our purpose is to create joyful clients, and we do that by delivering the marketing and sales support that best helps you reach those growth goals.

What about your team and your services? Are those changing?

As we move deeper into our rebrand, you can still expect to hear directly from your favorite people here at Evenbound. You’ll probably even start hearing from some new team members. As you might know, we recently moved into an expanded, renovated office space. That move gave us plenty of room to keep on growing our workforce, so we can offer more clients the very best service.

Speaking of services…

You can also expect the same great service offerings you’ve come to know and love. The only difference is that you’re going to start seeing some new services, and improvements to our service delivery. With new space and new staff, we’ll be able to expand the types of services we offer while keeping up the great quality and results you expect from the Evenbound team.

How are you going to support all those new websites?

We’re excited to announce that we’ve recently partnered with WP Engine to provide website hosting services to all of our clients. This recently improved WP Engine hosting platform is built on new Google C2 servers which is 40% faster than any other WordPress hosting option on the market today. It gives us the ability to develop better, more creative, and faster-performing websites for our clients.

This is just one investment that we’re making that aligns with our purpose to create joyful clients. We know that when your site looks better and performs better than the competition, you’re going to get the leads. This switch to WP Engine will make that happen.

Are you going to host any more events?

We’re so glad you asked. We’re proud to say that our company has grown more than 60% year over year for the past few years. And we did it using our own marketing strategies. Since we know how to make growth happen, and we’ve done it, both for our clients and for ourselves, we think it’s time to take that info on the road.

As we continue on the expansion path of this rebrand, we’re planning to roll out fun educational opportunities that will help support our business community. These events will give us the chance to share what’s worked for us in the past, what hasn’t, and ultimately what you can do to see the same kind of growth we have.

Anything else we should look out for?

Yup. The biggest obstacle we see in this new rebrand is simply awareness. To combat that, and to make sure we’re repositioning ourselves where we’d like to be in the market, we’re planning to blanket the West Michigan market with awareness. 

You’re going to start seeing our faces everywhere. When you do, we’d appreciate your support spreading our message with a quick comment, review, or share. Let’s start conversations that help people.

That’s it for now, but there is certainly more to come as we move forward with this rebrand, and as we continue to grow. Be sure to keep an eye out for additional updates from us! And, before you go, we’d like to say thank you.

Thank You!

This rebrand wouldn’t have been possible without our amazing clients and partners. We’re expanding our capabilities and services so we can help you reach your goals faster, but we wouldn’t be able to do that without your continued confidence in our team. Thank you for your ongoing support and trust.

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Getting Started with HubSpot Series: Sales Enablement

Getting Started with HubSpot Series: Sales Enablement

Our Getting Started with HubSpot Series is written to help you understand what to expect when you sign on with a HubSpot Partner Agency. Over the next few months, we’ll work to cover everything from HubSpot onboarding to sales enablement and marketing and sales alignment. If you like these posts, and there’s a certain topic you’d like us to talk about, just let us know!

In the sales and marketing world, the term “sales enablement” is one that’s getting thrown around a lot lately. Sales Enablement is the process of empowering your sales team to sell better. When you enter into a sales enablement service with a HubSpot partner, they give your sales team the tools, technology, training, and content they need to nurture and close deals with the best prospects, faster. 

Typically, the sales enablement process happens after your HubSpot Onboarding session. If your company is already using HubSpot, you can jump right into a sales enablement training service. 

Either way, most sales enablement training services happen in an ongoing way. Many HubSpot Partner Agencies offer intensive training sessions, too, to jumpstart your company to sales success, but we’ll get to that in another blog in this series. 

Today, we’re talking about what you can expect from an ongoing sales enablement training service. 

What Does Sales Enablement Training Look Like?

Like we mentioned in our last installment of the Getting Started With HubSpot Series, every agency works a little differently. The process we’re about to describe is specific to us, and while most agencies will have some similar offerings, you’ll want to speak with any prospective agency directly before you sign on for a sales enablement training service, to make sure they’re a good fit for you. With that said, here’s a deep dive into our sales enablement training process:

 

Kickoff Call

Brooke Geis Hubspot Trainer

Meet Brooke, our HubSpot Project Manager! She’s our Sales Enablement expert, and we’re relying on her expertise to inform this post.

All of our services start with a kickoff call. It’s important to understand exactly where you are before we start any training. We want to make sure that every aspect of our training sessions are geared specifically to your company and your unique sales team. So, our HubSpot Project Manager, Brooke, will start by giving you a call. 

On the kickoff call, Brooke is looking to see where your sales process is at. Maybe your sales team is all on the same page, or maybe they each have a unique process that works for them. Wherever you’re at is great. This call just gives us an idea of where you are, so we can better tailor our training session to you. 

After the kickoff call, we get to work. 

What does that look like?

 

Weekly Meetings

When you’re first getting started with the Sales Enablement process, Brooke will meet with your team for weekly training sessions. She’ll explain HubSpot tools you might not be familiar with yet, help your team learn how to use them, and answer any questions you might have. Here, she’ll also teach you how to organize contacts, how to make sure that you’re tracking every contact’s actions within the HubSpot platform, and more. 

Essentially, what Brooke is helping you do during these weekly meetings is to mimic your existing sales process in the HubSpot platform.

When you’re done with the weekly meetings, and Brooke has helped you recreate your sales process in the platform, your team will be able to pick up right where they left off. The difference is that now they’ll have better contact organization and better tracking of all of their efforts. HubSpot will keep data that tells them which of their sales efforts are most successful, and which don’t seem to be moving the needle. 

This service is part of what makes partnering with a HubSpot Partner Agency so useful. We’re really working to make your transition to the new software as seamless as possible. 

 

Individual Team Member Meetings

One great part of our sales enablement training service is that your team members can meet with Brooke individually if they’re looking for a little more guidance. Working with a new tool is really exciting, but it can also present challenges. Whether your sales team members are looking to extend their HubSpot capabilities, or want a little bit more help learning how to use HubSpot’s tools every day, these individual team member meetings go a long way to ensure your entire team is working for overall company growth.

 

Bi-Weekly Meetings

As you start to get more comfortable with HubSpot and all of the tools they offer, Brooke will continue to meet with your sales team bi-weekly, to see how everything is going, and to answer any questions that might come up as your team progresses further with the platform.

 

Regular Monthly Meetings

Once your sales team feels confident using the platform in their daily operations, we’ll scale back our meetings to once a month. Though you can always call with any questions, these meetings are typically used to review your progress over the past month, and see what’s working, and what’s not. 

At these meetings, Brooke might suggest new tools to try out that can help your sales team provide even better service to your prospects, and ultimately help boost business growth. She’ll also help you set new growth and sales goals once you achieve old ones. 

 

Ongoing Sales Enablement Support

We like to think that ongoing support is one of the best features of our sales enablement training. For as long as your team wants, we’ll keep helping you optimize your sales process to shorten the sales cycle, and to close more leads, faster. Every month, you get personalized reports on how your team is doing, along with training on the new tools and technology that can help your team do better business. If you’re looking to foster continuous growth in your company, ongoing sales enablement is one great tool for your toolbox. 

 

How Much Work Will This Be For My Team?

Sales enablement provides an awesome opportunity to improve the way you sell, with the tools, technology, and training your team needs to see what’s working, and where they can improve. But, they do have to do a little work to reap the rewards. Here’s what’s expected of the sales team through sales enablement training:

  • They show up to sales enablement meetings. We schedule these whenever is convenient for you, and we also work with team members individually, so there are plenty of opportunities, even for the busiest schedules. 
  • They start using the platform. Brooke recommends starting with just five minutes a day. If your sales team can commit to just entering their contacts into HubSpot, they’ll start to feel more comfortable using the platform consistently. 
  • They ask questions. HubSpot can be a big change for a sales team. If they’re open to the process and willing to ask questions so they can improve, we’re here to offer them all the support they need. 

We know it’s not easy for an entire sales team to make the switch to a new CRM and a new method of selling. That’s why we’re here to work as your partner in this process. After the initial weekly meetings are complete, the majority of the work will be out of the way, and your sales team will be able to start selling even better, and more efficiently than before. 

 

The Benefits of Partnering With A HubSpot Partner Agency

The biggest benefit of partnering with a HubSpot Partner Agency for sales enablement training?

We’ve done it before. 

This is a service we offer to a number of our clients, and it’s something we’re really good at. We know this is a big shift for your team, and we know that one of the biggest challenges is encouraging everyone to use the HubSpot platform consistently to get the most accurate reporting.

We’ve said this before, but we approach our HubSpot training services with a walk/run mentality. 

First, we’ll teach your team what they need to know to start using the HubSpot platform, and your newly optimized sales process, casually. We’ll work hard to bring everyone on board, and make sure each member of your sales team feels empowered to use the tools and technology HubSpot offers to best compliment their sales style. 

When everyone is familiar with the platform and using it regularly, we’ll get into the “run” phase. We’ll introduce new tools, and show your team how to use them for better, faster sales. 

As HubSpot Agency Partners, we know and use HubSpot’s full suite of tools every day. 

Our HubSpot Project Managers, like Brooke, are training masters. They have what it takes to get your entire team using, and loving the HubSpot platform. 

 

And when your entire sales team is on the same page, your company is going to start serious results. And serious results are what we’re here for. 

 

Interested in taking the HubSpot plunge? HA Digital Marketing is a HubSpot Gold Agency Partner, and we’re also a HubSpot Certified Trainer. That means we’ve helped tons of clients just like you learn everything there is to know about sales enablement, and the HubSpot tools that support it. We can help your team learn how to use those tools to legitimately grow your company.  

 

If you’d like to know more, just get in touch. Brooke, or our president, John, would be happy to talk to you more about your specific goals for HubSpot. And if you’d like to learn more about how HubSpot training can work for companies like you, check out the case study below.

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