The benefits of having the two teams work together are very clear: your marketing team draws in the clients your sales team actually wants to deal with, and your sales team can help your marketing team optimize their efforts to draw in those qualified leads.
How Can I Implement Sales and Marketing Alignment?
While it’s clear that sales and marketing alignment is a must, there’s not much information about practical application.
Sure, you need to facilitate greater communication between both teams, but short of having so many meetings that no one has time to do actual work, it’s tough to figure out how you get everyone on the same page. That’s where HubSpot comes in!
The HubSpot Breakdown
HubSpot is an inbound marketing company that developed a customer relationship management software (CRM) by the same name, HubSpot. HubSpot was the first to make the inbound methodology popular, and they continue to stay at the forefront of the inbound marketing industry by putting out quality content and resources, and by continually finessing their sales and marketing CRMs.
As an inbound marketing growth agency, we at HA Digital Marketing are proud HubSpot agency partners. We recently made the HubSpot Gold Agency Partner status, which basically means we’re good at using their software to win our clients more business.
A question we hear often from our own potential clients is, “What is HubSpot, and how can it help us align our sales and marketing teams?”
Many of our clients are industrial manufacturing and construction companies who have either been working without at CRM, or are frustrated with their current CRM (not to throw shade, but it’s usually Salesforce).
How HubSpot Helps Align Sales and Marketing Teams
For companies who need a CRM, and are hoping to work towards closer sales and marketing alignment, we do recommend HubSpot. While we know CRMs aren’t perfect for everyone, HubSpot is our favorite option for qualified clients who need something that can genuinely get their sales and marketing teams on the same page.
If you’ve been weighing your CRM options, here’s a rundown of how HubSpot works, and specifically, how it can help align your sales and marketing teams.
Intuitive, Practical Communication Capabilities
One of the biggest killers of sales and marketing alignment is a failure to communicate.
It doesn’t make sense to set up a meeting every time something new happens with a lead or prospect, but you do need to have open lines of communication between both teams, so no leads fall through the cracks.
HubSpot helps by offering two CRMs, one that’s designed specifically for marketing teams, and one that’s specifically for sales teams. What’s best is that these CRMs work totally in tandem, and on the same platform.
That means that every interaction your company has with a new prospect is always logged, categorized, and automatically synced across both teams.
Your marketing team can easily look at a lead to see if sales has had the chance to reach out yet, and your sales team can jump into a conversation with a warm lead at the exact moment they’re ready to progress to the decision-making stage.
This helps eliminate interruptions in your day-to-day office work and makes it easy to recap progress at your weekly or bi-weekly sales and marketing team meetings.
Defined MQLs and SQLs
HubSpot also makes it easy to define each lead, and pass them along to the sales team, or back to the marketing team when necessary.
You define what criteria qualifies a marketing-qualified lead (MQL) or a sales-qualified lead (SQL), whether it’s downloading a content offer, booking an appointment, or responding to an automated workflow. From there, it’s easy to move the lead up and down the buyer’s journey based on the criteria you’ve set to qualify them.
You can also set criteria for site visitors, prospects, or subscribers. Say someone has just visited your blog and signed up for your newsletter. If they keep reading your newsletters and blogs, but don’t convert on CTAs or content offers, you might categorize them as a “subscriber.”
You can use that classification to send them information they might care about later on, and your marketing team can continue nurturing them until they take enough actions to pass them along to your sales team.
The HubSpot CRM also offers automatic notifications. If there are specific actions — like downloading a particular content offer or submitting a form on your contact page — that signal to both teams a lead may be ready to convert, you can set HubSpot to send automatic notifications to the responsible parties.
This way, when a lead is on your website, visiting your pages and downloading your content, the relevant team member can strike while the iron is hot — offering up more relevant content, or suggesting they set a meeting — just as that lead is thinking about your company.
A little creepy? Maybe. But, it’s a great way to offer the personalized, specific service today’s consumers expect from companies of any kind.
Analytics and Reporting
Another sales and marketing alignment benefit the HubSpot CRM offers is its exceptional analytics and metrics reporting capabilities. No matter what metrics you’re tracking, the CRM makes it easy to see and share those reports with anyone in your team.
We’ve said it before, and we’ll say it again: The key to sales and marketing alignment is communication. Click To Tweet Your sales team needs to know what the marketing team is doing to draw in qualified leads, and your marketing needs to know which of their efforts are contributing to a closed sale. HubSpot makes finding and sharing these metrics easy with open reporting that’s easily shared.
At your weekly sales/marketing meeting, your sales team can show the marketing team which leads have finally closed, and how they arrived to the sales team, whether from an organic, paid, or email marketing effort. Conversely, your marketing team can use the data compiled by HubSpot to show the sales team what content new leads are responding best to, and what potential sales angles they can use to close that lead more quickly.
The Ultimate Benefit of the HubSpot CRM Is Transparency.
If you’re interested in increasing your revenue by 208% in the new year, the HubSpot platform could help. If you’re looking for concrete, specific ways to align your sales and marketing teams and grow your business, we can help. Get in touch today.
Fredricks Design is a leading industrial design and engineering studio that creates, develops, and engineers innovative product solutions. They serve clients in a number of technologically advanced industries, including autonomous transportation, themed attraction, and healthcare.
Click to view the full “Before” image of the Fredricks site.
Because Fredricks Design serves cutting edge clients, they wanted a fresh website that would accurately reflect their ingenuity, expertise, and scalability in creating exceptional product solutions for a variety of industries. Their two existing websites were disjointed, and made use of a static one-page design that did not offer potential clients insight into what types of products they were capable of delivering.
Fredricks Design needed a single digital platform that would consistently represent their brand, showcase their innovative work, and draw in new, qualified clients.
The HA Digital Marketing Approach
One of our greatest challenges in approaching this new website design project was ensuring their site content would speak to the technical nature of Fredricks Design’s work, without alienating non-technical potential clients. Considering Fredricks’ reputation as a leader in industrial design and engineering, it was also important to merge content from two different sites into one new website that would maintain consistent branding, showcase their work effectively, and position them as a creative innovator exploring new frontiers in both design and engineering.
We started the website design process with a lengthy discovery session with the Fredricks Design team, to determine exactly what industries, and what people in those industries Fredricks Design most often speaks to. With clearly defined buyer personas in place, we were able to form a concrete strategy going forward for the Fredricks Design website and inbound marketing project.
Implementing Design with an Inbound Focus
Click to view the new Fredricks site!
While website design is paramount for any new project, it must also be backed and supported by helpful, clear content that gets the client’s message across.
We focused on creating site content that answered Fredricks Design’s buyer persona pain points by building out clear case studies, developing in-depth content offers, and converting some of Fredricks’ useful paper marketing content into digital resources that speak to key concepts in their industry and answer their client’s most frequently asked questions.
With informational, targeted content written, we were able to apply a next-level design that delivers in both aesthetic and function. The new Fredricks Design website matches their brand and style guidelines, and is modern, exciting, and highly visual.
Because the work that Fredricks Design does can seem nebulous to new clients, it was important to clearly define past projects to potential clients, so they could see real, tangible examples of the work Fredricks produces, and the results their innovations deliver. CAD-rendered drawings and actual sketches from past projects were used to define the site visually, and to create context for first-time site visitors.
To support the website’s new design, HA Digital Marketing helped round out Fredricks Design’s inbound marketing strategy by creating attractive content offers, writing optimized blogs, and incorporating calls-to-action and targeted landing pages to help convert new visitors. We worked to drive traffic to the new site by developing segmented email workflows, and implementing targeted paid and social advertising campaigns. We also helped Fredricks Design onboard to the HubSpot platform, as they were functioning without a CRM. These efforts, combined with their newly responsive, dynamic website, delivered the following results.
Just two months after its launch, the Fredricks Design website has seen exceptional results, and is providing measurable growth for the company. The new site has delivered:
143.45% more users
146.44% new users
138.92% more sessions
183% increase in overall site traffic
Since the new website launch, overall site traffic has nearly tripled, and organic traffic has more than doubled as well. Fredricks Design went from seeing about 50 to 100 organic visits per month, to an average of 200 visits per month in the two months following the launch. This marked bump in organic traffic points to a successful optimization of the website itself, as well as effective targeting of key phrases that Fredricks Design’s buyer personas are looking for.
Another metric that indicates content success is most viewed pages. After the home page, Fredricks Design’s most visited page is a blog written and optimized for key industry phrases by the HA Digital Marketing team, which tells us that our partnership with Fredricks Design is working to boost their site’s ranking, and provide helpful, engaging content for their visitors.
As a result of the increase in organic traffic the website is providing, Fredricks Design has already converted one organic lead, nurtured them through the inbound marketing funnel using the HubSpot CRM, and closed the lead as a successful sale. For the notoriously slow-moving B2B world, this is an impressively short sales cycle, and an excellent example of how a well-designed website, a targeted inbound marketing strategy, and a savvy sales team can work together to effectively generate and close on warm leads.
Inbound Marketing Growth in 2019
In just two months, the Fredricks Design website has more than doubled its traffic, bringing awareness of the company and their services to a wider pool of qualified potential clients. Beyond this initial metric success, the website has already begun to prove its value as a tool for legitimate business growth. With continued implementation of their inbound marketing strategy, and support from Evenbound, the Fredricks Design team is well on their way to exceptional growth in 2019.
Optimizing Your Facebook Ad Spend With Inbound Marketing
In recent years, a solid social media ad campaign has become just as important as a PPC ad campaign for many industries. The fact is, most people spend a great deal of time on social media sites, and because of the exceptional targeting power of social media giants like Facebook, the platforms offer the segmentation data and the exposure many inbound marketers are looking for.
If your company is thinking of starting a Facebook ad campaign, or already has a Facebook ad strategy in place, applying a few inbound marketing tactics can help optimize your Facebook ads for ultimate results. Here are 7 inbound marketing tactics you can use to boost the effectiveness of your Facebook ad strategy:
#1 Target Facebook Ads To Your Buyer Personas
Remember those buyer personas you spent so long drafting and editing? Well, they’re good for a lot more than just your website content. Use your buyer personas to determine your Facebook ad targeting settings. You can’t make content (or ads) perfectly suited for everyone — so don’t try.
Instead, segment your ads based on buyer persona, and build different Facebook ad sets to target different personas with different interests. Facebook offers a vast suite of targeting tools, so you can set ads to go out to people with specific likes, dislikes, hobbies, job titles, and more — all things you probably already have outlined in your buyer personas. Use those buyer personas to develop Facebook ad campaigns that go out to consumers you already know have an interest in the products or services you offer.
#2 Set Clear, SMART Goals
Inbound Methodology tells us that we should always set SMART Goals. That is, goals that are Specific, Measureable, Attainable, Relevant, and Timely.
This principle is directly applicable to your Facebook ad strategy as well. Whether you’re looking to boost engagement, or drive traffic to your website, it’s important to define a goal for each Facebook ad you create, so you understand immediately when your ad is successful, and when it’s not. Here’s how you can apply SMART goal setting to your Facebook ads:
Specific: 500 likes, or 100 new followers. A specific, ultimate goal for your campaign to work towards.
Measurable: If your goal is to drive traffic to your site, is there a certain percentage of traffic you’re looking for? Do you want a certain number of new contacts? How will you measure the success of your Facebook ad?
Attainable: If your last campaign resulted in 15 new followers, you shouldn’t set a new campaign goal of 100 followers. That’s just unrealistic. While it would be amazing if you reached 100 new followers, you need to make sure your goals are set based on real, hard data, and are possible to reach. Otherwise, your results will always be discouraging, and you may not be able to see the benefits that your ads are creating.
Relevant: Your goal should be relevant to the campaign you’re putting out. If your ad talks about the story behind your company, your goal might be engagement focused. If you’re advertising a free ebook or webinar, your goal might be more conversion-based.
Timely: Don’t let your Facebook ad run in perpetuity, but don’t set it to run for just a few hours either. Plan for your campaign to run for a specific amount of time that will help your company work to its goal, and that will produce enough data for you to learn from and implement on your next ad campaign.
#3 Tell, Don’t Sell
When it comes to creating ads for social media, especially for Facebook, it’s key to keep inbound marketing best practices in mind. That means forget about the hard sell. Especially if you’re a B2B company, a “Buy Now” ad isn’t likely to convert the way you want.
Consumers run from the hard sale like the plague, so put effort into drafting a narrative, and offering up something unique and worthwhile. The more interesting and compelling your offer, the more effective your campaign will be.
#4 Test, Smartly
Always test for your goals by sending out more than one version of your ad. You never know what photo, what content, or even what call-to-action button consumers will respond best to, so it’s always good to test your ads.
How to test multiple Facebook ads:
Let’s say you have two different graphics for the same ad. Create one ad set, targeted to your specific buyer persona, and upload the first image to that set. Launch the first set, and then go back into your Facebook ad manager. You can now duplicate that set — so the ad with the other graphic goes out to the exact same consumers — and simply change the image. Set both ads to deploy simultaneously, and you’ll be able to watch the ads progress, and see which graphic performs best in your targeted audience.
When you’re testing your ads, it’s important to only change one aspect at a time, so you know exactly what is driving more or less engagement, and so you can accurately apply those results to future ad campaigns.
Facebook allows you to adjust and tweak ads at any point in your campaign, and you should take advantage of that. If you’re a few days into an ad that’s just not performing, you can pause it or adjust your settings for better performance. On the other hand, if you have an ad that’s facilitating a ton of conversions and boosted engagement, you can extend it or bump up the budget slightly. Making adjustments in real-time allows you to maximize your budget on the spot. This way, you’re not wasting money on an underperforming ad.
#6 Focus on Long Term Value
While your immediate budget and spending goals are important, it’s equally important to keep an eye on how much you’re spending relevant to your Customer Lifetime Value (CLV). When you’re just starting your Facebook Ad campaign, it’s easy to worry that the money you’re spending isn’t worth the leads you’re getting. A surefire way to figure out if that’s true is to consider your customer lifetime value.
For example, let’s say it costs you $80 to acquire a customer. Let’s also say that your average loyal customer spends about $800 over their lifetime as your customer. Even if you don’t make $800 immediately from each customer, you know that over their lifetime as your client, you have essentially spent $80 to earn $800. That’s a pretty attractive ROI, if you ask us.
Bottom line — Don’t get caught up in the immediate shock of spending, unless you’re shelling out a lot on ads that aren’t producing new business. Your goal should always be long-term success, and to accurately measure that, you need to look at the ratio of what you’re spending compared to what you’ll make in the long run from each of those new customers you’ve acquired.
#7 Inbound-ify Your Facebook Ads — Turn Them Into Funnels
Finally, if you want to apply really successful inbound marketing tactics to your Facebook ad strategy — embrace the funnel.
If you’re familiar with inbound marketing, you’ll know that it’s best practice to create content for consumers in every stage of the inbound marketing funnel. From a stranger to your brand to an interested lead, each consumer at each level of the funnel will be seeking different information. Traditional inbound marketing targets leads moving through the funnel with email workflows that provide the right content, at just the right time. You can apply this idea of nurturing leads through the funnel to your Facebook ad strategy too!
Facebook Ad Funnel Basics
Facebook allows you to create ad funnels, which work much the same as an email workflow. You start with a top-level ad that tells consumers a little bit about your company. Let that ad run for a few days.
Then, send out a second ad to the consumers who interacted with the first ad. If your first ad was a video, then you can send your second ad to just the people who watched say, 20 percent of your video. If your first ad was a static image, you can send the second one to just those consumers who clicked on or in some way interacted with the first.
From there, you can keep your ad funnel going about as far as you want, until you’re targeting only the most interested, engaged consumers for that particular ad set. This is a great way to optimize your spending, and it also helps to pull people through the inbound marketing funnel, ensuring they’re even more qualified for your products and services by the time they make it to your website.
Though it’ll take a bit more work to set up a Facebook ad funnel, it’s a useful tool that will give you increased insight into how your ideal customers and target buyers react to your social media advertising strategy.
Why Inbound Marketing Tactics Work for Facebook Ads
Inbound marketing tactics are so effective for Facebook advertising campaigns because they are already designed specifically for today’s consumer. The average consumer (who just so happens to be the exact same person you’re targeting on Facebook) prefers a warmer sales experience than the traditional hard-sell. Since inbound marketing is already geared to those consumers, it’s easily applied to a Facebook ad campaign to boost your results and maximize your spend. Learn more about using outbound marketing to attract, engage, and close qualified leads here.
The foundation of inbound marketing is getting to know, on a personal level, your ideal consumer. If you’d like to know a little bit more about how you can use inbound marketing to grow your company in 2019, let’s chat. We’re a HubSpot Gold Certified Agency Partner, and we’ve been doing inbound marketing for about as long as it’s been around. We’d love to help you grow, so schedule time with our president, John Heritage to see what Evenbound is all about.
The inbound marketing funnel is a great tool that helps us marketers define where each lead is in the decision making process, and treat them accordingly. Are they ready to buy, are they still not sure what you do, or are they total strangers? Most of these stages get a lot of attention with content offers and resources that help them decide what to purchase, and when. You are hoping to acquire new business, after all, so it makes sense to put a lot of emphasis on these pre-purchase stages of the inbound marketing funnel. One stage of the inbound marketing funnel we’ve noticed is often neglected, though, is the “Promoter” stage.
This is the stage after a lead becomes a client. They’ve purchased your product, they’re satisfied with your service, so now you’re done with them, right?
It’s actually very important to any inbound marketing strategy that you continue to nurture those customers long after you’ve made a sale. Loyal customers are more willing to purchase from you again, they’re 5 times less expensive to keep around, and most important to this particular blog, they can help boost your local search results ranking.
Loyal customers are important to any business because they help boost local search results, and can influence new potential clients to convert.
Before we get into the “how,” let’s refresh on why we care so much about local search:
Why is Local Search Important?
If your business relies, in any way, on customers you meet face-to-face, then local search is important to you. Think about the last time you looked for a donut shop, a mechanic, or anything else you wanted, like, right now.
Did you search, “delicious donuts near me” or “quality mechanic in my area”? Chances are you did. And the shops and garages that Google gave you as top results were probably the first you looked at.
The higher your local search ranking, the more people in your area will be exposed to you. It doesn’t matter what you do — whether you’re a manufacturer, a home developer, or a commercial construction company — if you do projects in specific locations, then local search results are important to your business.
Loyal customers are the bread and butter of most companies. Even if you’re in an industry like housing development, where people rarely purchase multiple homes, your loyal customers are the ones who can spread the word about what great work you do. There’s a reason HubSpot’s inbound marketing funnel calls them “Promoters.”
Here are just a few ways loyal customers can seriously boost your local search result ranking:
Social Media Boosts
As people expand the way they’re using social media, there are more and more opportunities for local brands to boost local visibility. If you’re on Facebook at all, you’ve probably seen people asking for recommendations for photographers, wedding venues, restaurants, etc. in their area. If you have local customers who were really impressed with the work you did, you might just make it on one of those “recommended for your area” lists.
And can we just say that those recommended lists will seriously boost your visibility?
People are more likely to trust recommendations from people they know — it’s essentially a virtual version of word-of-mouth. Combine that with the fact that most of those recommendations see massive engagement from Facebook’s interconnected network of friends and groups, and your customers who use Facebook can do you a lot of good in the local search result department.
The Google 3-Pack
Recently, Google cut their local search results display down from 7 top results to just 3. While that caused quite the hubbub, the ultimate goal for most companies with a local presence is the same — to make it into the 3-Pack.
Let’s go back to our donuts example. Say you’re looking for donuts in Grand Haven. Type that into the Google search bar, and this is what you get:
You’ll notice that the top three results have an overwhelming number of reviews. While just 31 for one, there are 245 and 446 for the other two. Considering that donuts aren’t all that hard to find in West Michigan, these companies can certainly attribute their placement in the Google 3-Pack, at least in part, to their loyal customers who’ve taken the time to write a really kind review and post it to Google.
The Moral of the Story?
It’s increasingly more important for companies in every industry to follow the inbound marketing cycle through all the way to the end. While it’s great to put out wonderful content for new visitors to your site, and encourage potential leads to convert, you also need to focus adequate attention on your existing customers, because they are one of your greatest assets, and an integral part of your company’s local search performance.
It’s also good to remember that today’s consumers look beyond just Google for local recommendations. If you have loyal customers you know are impressed with your work, remind them that a little shoutout on social media can go a long way.
Finally, don’t forget about those loyal customers. There’s a reason so many successful companies have a newsletter, offer special discounts, and send out promotions to clients who have been loyal — it’s a great way to show your appreciation, and keep those loyal customers around.
In the end, inbound marketing is all about being helpful to anyone who interacts with your company, and always leaving a good impression. If you’re interested in learning more about inbound marketing, and how it can grow your business in 2019, let’s chat!
As social media marketing gains more traction in industries of every kind, even technical manufacturing and construction industries are finding that a solid social media presence can help to build brand awareness. As a commercial construction company, you may wonder what social media can hold for you, and while Facebook Advertising might seem like a no-brainer, benefits of some of the more abstract options like Instagram might be harder to pin down.
If you’ve been wondering about Instagram’s potential for your commercial construction company, know that nearly any social media presence can help grow awareness of your business, if you’re invested in making it work.
Construction companies have a lot to offer in the world of Instagram. Instagram is highly visual, and Instagram users consume transformation and progress pictures with a voracity you won’t find anywhere else. If your construction company is willing to give Instagram a go, the platform has quite a lot to offer. (If you’re not quite there yet, no worries, check out our Complete Guide to Inbound Marketing to get started.)
Here are just a few of the benefits Instagram can offer commercial construction companies:
Instagram provides the most engagement of any social media platform out there. In fact, one social media study showed that Instagram has about 58 times as much engagement as Facebook. That means Instagram users are more likely to comment, share, and tag other people in comments on images they like or that they find compelling.
Engagement numbers like that show that users are willing to talk and interact with brands and companies, which means exceptional results for your construction company, especially if you’re regularly posting great images of the amazing projects you’ve completed or before-and-after pictures of a job that went really well.
Because Instagram users engage so eagerly with posts and businesses on Instagram, it means it’s easier for you to build a larger platform, and get more eyes on your company. In 2018, Instagram reported 1 billion active users from around the world. The more people who engage with your post, the greater the number of people who see the post, and with a platform of 1 billion, the only thing stopping you is how much effort you’re willing to put in.
Beyond just basic awareness, Instagram offers awareness potential because of how Instagrammers use the platform. 80% of those 1 billion Instagram users report following a business or brand, and 30% of all Instagram users have made a purchase from an Instagram ad or post.
While it’s certainly easier for B2C brands to draw those direct purchases, the fact that most Instagram users are not only okay with companies in their feeds, but are eager to engage and purchase from them means that your construction company has that same potential to convert leads.
With dedication to your social media platforms, it’s completely in the realm of possibility for your construction company to generate followers who are interested in what you build, and who would seek you out for their next major commercial construction project.
Instagram offers your company the potential to spread your wings, and announce yourself to the more general public. Too often, construction companies are only well-known by other businesses and people in the industry. There are few construction companies who are truly household names, but Instagram offers you the potential to change that.
Post about the new technology you’re using. Show followers how your engineers are testing architecture designs and blueprints. If you’re doing something that’s cutting edge in the commercial construction industry, Instagram gives you the platform you need to show it off. The more new, interesting content you post, the larger the gap grows between you and your competitors. That gives you the advantage of authority. You’re the one people see innovating, so you’re the company they’ll turn to when they need innovation.
Perhaps the single most effective benefit a quality Instagram account can give your construction company is a bit of humanity. Instagram offers companies the opportunity to humanize themselves, to showcase the people who get the work done, and to reveal a bit of your company’s personality. It’s too easy for consumers to forget that a company or corporation is made up of people, so a highly visual site like Instagram gives you the chance to infuse some of that personality and humanity back into your commercial construction company.
Today’s consumer values relationships beyond everything else. They choose to buy from companies they trust, and whose missions align with their personal morals and sentiments. By giving your company a face through something like Instagram, you give consumers the ability to see your commercial construction company as more than a fleet of cranes, wrecking balls, and dump trucks. When they can see that people just like them make up your company, you start building those relationships that are ultimately so important to finding new clients, and starting new projects.
If you liked this blog and want to know more, hit us up in the comments below! And if you really liked this blog, keep checking back — we’ve got a second follow-up post coming called “Build Awareness: Instagram 101 For Commercial Construction Companies.”
Need more content now? Check out our Smartass Guide to Inbound Marketing while you wait for the next blog to post. There’s plenty of information (both helpful and hilarious), for you to enjoy: