How Hubspot Helps Align your Sales and Marketing Teams

How Hubspot Helps Align your Sales and Marketing Teams

Effective sales and marketing alignment is proven to increase revenue by 208%.

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That’s quite a nice little revenue jump.

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.

Sales and marketing alignment makes for a seamless, effective sales cycle that is shorter, and has a higher success rate. Click To Tweet

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.

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The best way to fix it?

Intuitive, practical communication.

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.

Automatic Notifications

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.

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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.

Effective sales and marketing alignment can increase revenue by 208%. https://bit.ly/2QmDeAI Click To Tweet The best way to get those teams on the same page is a transparent, user-friendly CRM that allows both teams to interact, and see what the other team is working on. HubSpot’s software seamlessly integrates your sales and marketing teams software into one simple platform that offers transparency and encourages communication.

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.

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Evenbound Hits Gold!

Evenbound Hits Gold!

Evenbound is excited to announce our promotion from HubSpot Silver Agency Partner to HubSpot Gold Agency Partner. Since 2012, we’ve used the HubSpot platform to reach the amazing clients we continue to partner with today, and we’ve helped those clients learn how to engage with, and utilize the HubSpot platform for their own effective, measurable growth. Our Gold Agency Partner status serves as an acknowledgment of the positive results we’ve delivered to clients using our unique inbound marketing strategy in conjunction with the HubSpot platform.

What Does Hubspot Gold Agency Partner Mean?

To award Gold Status to a partner agency, HubSpot evaluates a number of metrics to see how well the agency is 1) bringing in new clients, 2) providing exceptional service to, and retaining existing clients, 3) empowering clients to use the HubSpot platform and its variety of applications on their own, and 4) delivering inbound marketing success to each client.

To sum it up with a few words from HubSpot, “The HubSpot Partner Tier Program acknowledges those Agency Partners who have not only brought the inbound message to the most clients but also those who executed inbound services to the highest standards.”

Thank You!

We’re grateful to HubSpot for their support and partnership, and we’d also like to thank our incredible clients for their dedication and loyalty to our company. This promotion encourages us to keep pushing the inbound marketing envelope, as we continue to strive for exceptional, measurable growth for our inbound marketing clients.

 

About HubSpot

HubSpot provides inbound marketing and sales software that helps companies attract new visitors, convert warm leads, and close customers.

About Evenbound

We’re a growth agency. That means our business is growing yours. From pulling in qualified leads to training your team how to shorten the sales cycle, we work with you every step of the way to grow your business with the right clients. Evenbound is a 100% in-house team of specialized tacticians delivering the competitive advantage to clients in construction and manufacturing industries.  

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6 Key Qualities To Look for In the Perfect CRM

6 Key Qualities To Look for In the Perfect CRM

Whether you’re unhappy with your current CRM, or you’re looking to align your sales and marketing teams with a new one, a quality CRM can be hard to find. We’re here to help.

Traditionally, a CRM, or customer relationship management software has been used to help sales teams track and manage leads through the buyers funnel. Any good CRM that you choose today will do that, along with a whole host of additional services. It’s those extra services that make the difference here. CRMs have been around for so long that tracking, for the most part, is the least of your worries. A new, quality CRM will streamline your sales and marketing handoff, shorten the closing process, and ultimately boost your ROI. If that’s the success you want, here are 6 key qualities to  look for when you’re CRM shopping, to ensure you choose an option that’s perfect for you:

Here are 6 key qualities to look for while you’re CRM shopping, to ensure you choose an option that’s perfect for you:

#1 Easy to Use, Easy to Access

Above all else, a quality CRM should be user-friendly, and accessible from just about anywhere. Today’s sales and marketing teams are on the move — many of them are remote and those that do have an office often work from home or out on the road. They still need to know where their leads are at in the buyers cycle, even when they’re not in the office. A quality CRM will give them that access wherever they log in. Many of today’s top CRMs are cloud-based, and that’s a quality option you simply can’t pass up.

Beyond accessibility, any CRM that’s worth purchasing should be easy to use. If your sales team finds it a hassle to log a lead, they’re less likely to enter them in, which means a greater chance that they’ll forget about them. Choose a CRM that’s interface makes sense and is simple. It might sound ancillary, but even little things like drag and drop features and push notifications can make a big difference to the efficiency of your employees’ use of your CRM. The easier it is, the more likely they are to use it, and the more they use the platform, the easier it is to track your results for effective sales.

#2 Integrates Sales and Marketing

We don’t want to hate on any particular CRM, but Salesforce is a platform of the past. Your sales team simply cannot exist in a bubble if you want to boost ROI and turn a real profit. You need a CRM that works across departments, easily transferring marketing leads over to your sales team, and kicking leads who aren’t quite ready to purchase back to the marketing team. A quality CRM will also help keep both teams informed, ensuring you have that closed-loop reporting that will guarantee a successful collaboration between both teams.

There are CRMs that offer sales features, and easily partner or link up to marketing CRMs, but if you’re just starting out, you’ll want to get a CRM that offers both simultaneously. With features for both teams already implemented in the software, you can easily get your sales & marketing teams up and running, reporting their potential leads and transferring them to the appropriate contacts at the right time, without getting lost in translation.

#3 Real-Time, Big Picture Reporting

The best CRM will let you know how your team is doing with accurate, global reporting. After all, you can’t improve if you don’t know what you’re doing wrong. Choose a CRM that gives you an in-depth look at the results of your sales and marketing team’s efforts. For example, if your marketing team puts out a landing page for your website, your CRM should be able to tell you exactly how that page is performing, but it should also show you how it’s performing in the big picture. Is it up or down compared to other landing pages, and how is it converting? Big picture reporting ensures you know the answers to all of these questions, so you can improve in real-time.

#4 Automation

Your team’s time is money. They’re busy reaching out to new leads and closing deals, and they don’t have time to do all of the little things that can make a big impact. For those little things, like follow-up emails and sending out new, relevant content offers, you want a CRM with automation capabilities. Automated workflows help your sales team qualify more leads in less time, and they help you serve potential clients the content they want, without taking extra time out of your team’s day. Choose a CRM with automation, so your team can work smarter, not harder.

#5 Lead Filtering Options

When you’re utilizing a full suite of inbound marketing tools, your team won’t have time to mess around with unqualified leads. Many quality CRMs offer filtering options so you don’t even see the visitors to your site who won’t ever purchase what you’re selling. From competitors checking out your site to bots to free email accounts, there will be plenty of people browsing your site with no intention to buy. Have your CRM weed them out for you. There are CRM options out there that will immediately disqualify those site visitors for you, so your sales and marketing teams don’t have to give them another thought.

Beyond eliminating unqualified leads, a smart, effective CRM can help you select the best-qualified leads, and ensure they move swiftly through the buyer’s funnel by alerting your sales team of their potential. You can select the options that make a quality lead a quality lead, and your CRM can take it from there.

#6 Notifications

If you’re investing in a CRM, you should be working hard to align your sales and marketing teams for the best possible lead conversion rate. When your marketing team hands off a lead to the sales team, you want the appropriate people to know. It may sound small, but notifications ensure your sales team doesn’t miss out on those hot leads who the marketing team has already nurtured through the majority of the buyers funnel.

When it comes to choosing the perfect CRM, it never hurts to be thorough. While those 6 qualities we pointed out are a great place to start, you’ll probably have more questions and concerns specific to your company. If you’re just not sure what to look for, let’s talk. As a Hubspot Certified Partner, we know what a good CRM looks like, and we can help you work to align your sales and marketing teams with the best on the market.

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Why Lead Response Time is a Critical Factor in Converting B2B Leads

Why Lead Response Time is a Critical Factor in Converting B2B Leads

The B2B world can be incredibly competitive, especially when traditional advertising methods used in the B2C world aren’t effective. But one thing you can do to get a leg up on your competition is to improve your lead response time. Here’s why lead response time is a critical factor in the realm of B2B lead conversion.

What is lead response time?

Lead response time is the amount it takes to respond to a lead after they reach out to your company. In the context of digital marketing, this refers to the time it takes to respond to a lead after they complete an online form. The average lead response time for B2B companies, per Hubspot, was 42 hours, and many companies never responded at all.

Why does lead response time matter?

Lead quality degrades over time. If you don’t respond to your leads, they grow cold and lose interest, either because they’ve moved on to other companies, or they simply move on to their other responsibilities. In fact, the sooner you can respond to your leads, the better.

Why is this? Well, the internet has changed buyer behavior. Customers are doing significant online research about the products and services they’re interested in, all without ever talking to another person. So when potential buyers do reach out, it’s usually when they’re very close to the purchase stage of their buyer’s journey. And that’s the best time to reach them—when they’re interested in and ready to talk to a salesperson.

In addition to when you respond to your leads, how matters too, and how often. Are your reaching out via email or phone? You should probably be doing both. And you shouldn’t give up after one attempt. Doing this helps you to establish a relationship with your lead, nurturing them into a prospect and then a customer.

How do you improve your company’s lead response time?

The first thing you should do is test that response time, and determine how far away your company is from a quick response. Once you’ve done that, you can set in place email automation to send email to leads immediately after they convert by completing a form on your website or landing page. Email automation can also help you follow up with leads at regular intervals to keep your company top of mind.

If you’re ready to improve your lead response time and convert more leads, it’s time to get in touch with Evenbound. We have expertise on the content strategies that will increase visitors, conversions, and leads from your digital content, as well as email marketing and lead segmentation strategies to reduce lead response time and give you the greatest ROI for your digital marketing efforts.

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8 Bad Email Marketing Habits that are Killing Your List

8 Bad Email Marketing Habits that are Killing Your List

Love it or hate it, email marketing delivers results, especially when done properly. In today’s world of ever changing technology, email has remained relatively constant as a great, mostly unobtrusive way to get consumers’ attention. The consumer gets the information they’re looking for delivered right to their inbox, and we marketers get leads, and metrics on which email campaigns are delivering results, and which need more help.  

In today’s fast-paced world of electronic communication, email marketing remains one of the most effective outbound marketing tools available to get your brand in front of interested eyes — but it’s still an art form. The average consumer gets hundreds of emails a day. Many have multiple email accounts — one for personal use, one for work use, and maybe even one for “spam” like their coupons and sales alerts. That makes it tough for marketers to get ahead, and it means your email marketing game has to be on point, at all times. So, if you’ve noticed a recent uptick in “unsubscribes” here are a few things that you might be doing wrong, and what you should be doing instead:

8 Bad Email Marketing Habits that are Killing Your List

#1 Unsegmented List

If you’re email marketing to your entire list with the same emails, you’re going to lose subscribers.. Today’s consumers are particularly sensitive to irrelevant sales pitches, which is why it’s so important to segment your list based on consumer wants, needs, and demographics.  

Let’s say you’re a homebuilder who does new builds, renovations, and works with realtors to sell developed homes. When you send an email out to your entire list about a home you recently renovated, only one third of your list is going to care.  The other two thirds of your email marketing list, homeowners looking to build a new home, and realtors looking to partner with you to sell a new home, your email is not applicable. They don’t care about renovations, so they’re going to delete your email.

Worse, they might start to think that “this is a builder who doesn’t care about what I’m looking for, so I no longer see the value in subscribing to this newsletter. ” Herein lies the benefit of email marketing segmentation. You can send that awesome home renovation to subscribers you know are interested in renovating, and send your full-build subscribers information that’s more relevant to them. That way, everyone is happy. Sure, you sent out an extra email, but you’re more likely to get a better response rate from emails that are precise and relevant, than blanket emails that go out to your entire subscriber list.

#2 Not Testing Your Emails

People pay attention to details. If your emails aren’t functioning properly, if you commonly misspell words, and often forget to include links, your subscribers will notice. It’s important that you test every single email you send out, before you send it.

Today’s consumer will move on in the blink of an eye if the link they wanted to click on doesn’t work — and that’s a big miss for you. A simple test before you send out emails to your various segmented lists can save you a lot of trouble, and maybe even win you one or two more sales. Don’t forget this very important step in your email marketing strategy. Even if it feels like you’re running out of time and you just want to press the send button — give it one test before you send it out. It’ll help maintain your authority, and a well made email can help many consumers convert to leads.

#3 Sending Too many Emails

Almost every consumer hates spam. No one wants to go through their inbox every day and clear out hundreds of spammy emails. Unless you’re an e-commerce site with a new sale every day, you shouldn’t be sending out more than one email a week. If you’re in an industry with a longer lead time, like manufacturing and home building, you might want to cut your emails down to just a few a month.

Remember that when it comes to inbound marketing, consumers prefer quality over quantity. Minimize the number of emails you send out, and make sure the ones you do send out have worthwhile, high-quality information that people will actually be able to use. The better your content, the more likely people are to read it, and the more likely they are to click through to your site.

#4 No CTAs

If you don’t include CTAs in your emails, you’re seriously missing opportunities. The point of email marketing is to draw some of those potential clients into your website, and into your sales funnel. The only way to make that happen is to give them a way to get to your site. A click through button, a call to action, or a “get your free consultation today” button can work wonders, and will boost the number of digital leads you see, especially if you’re putting out quality content that’s relevant to each specific segment of your list.

#5 No Unsubscribe

If you email market, you have to have an unsubscribe button. Besides the fact that it’s the law, most consumers abhor being trapped in an email subscription that they can’t get out of, and aren’t likely to subscribe in the first place if the know it will be difficult to get out.

Try not to hide the unsubscribe button either. As tempting as it may be, the average consumer is likely to give your company more respect if you continue to give them control over the communication they’re getting from you. And really, you don’t want to be sending out emails to people who don’t want them, and don’t care — it’s a waste of everybody’s time.

#6 Sending Unsolicited Emails

In a similar vein, don’t send unsolicited emails. If someone hasn’t expressly signed up for your newsletter, or given you their email address, don’t email them. Again, you don’t want uninterested consumers subscribing to your newsletter, because it’s really only going to interfere with your metrics. If they don’t have an interest in your product, and never will, it’s not worth it to keep shouting at them about this really awesome product you’re selling. That’s called push marketing, and it’s so 1994.

#7 Sending at the Wrong Time

If you’re sending your emails out to your subscribers at the wrong time, you might not be seeing the kind of engagement you were hoping for. Again, most consumers are inundated with emails constantly, from spam to work emails, and if you send at the wrong time, it’s easy to get lost in a sea of “final sale” “This is your last chance” emails that no one actually wants to read. So, pay attention to your subscribers’ habits.

When do you get the best engagement, and when do your emails slip through the cracks?

The best time to send an email varies for every business, depending on what you’re selling, and who you’re selling to, so it’s just a matter of observing the metrics, and choosing a time to send an email when you have the best possible chance of getting read.

#8 Not Measuring your Success

The absolute best way to kill your list when you’re email marketing is to never look at your metrics. Every email marketing tool provides some level of metric reporting for a reason — so you can evaluate how well your outreach is doing, and what your ROI is. If your emails aren’t generating any results, you need to try something different. On the other hand, if the emails you send out at 3pm on Thursdays are seeing remarkable engagement, that’s something you need to know so you can keep doing it.

To have a successful email marketing strategy, you need to look at the data, and often. The more informed you are about the hits and misses of your email marketing campaign, the more prepared you’ll be to succeed in the future.

Email marketing is a key aspect of any digital marketing or inbound marketing strategy. If you’re having trouble segmenting and getting your list just right, give us a call. We’re email marketing pros, and we’d be happy to help!

If you’re not ready to chat just yet, check out our Smart Ass Guide to Inbound Marketing. We promise you won’t be disappointed — or at the very least, you won’t be bored.

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Topic Clusters: The Future of Content Marketing

Topic Clusters: The Future of Content Marketing

In case you haven’t noticed, the machines are getting smarter. And while we’re not at Terminator levels of intelligence yet, some of the tools we use to search and market every day have begun to understand search context and speech semantics.  As Google’s search capability improves, search engine users are able to submit queries that are more natural. The average user these days feels totally comfortable asking Google a complete, complex question, because the search engine can now parce semantics, and is able to provide results that answer those questions directly. What does that mean for inbound marketers?

Basically, it means that our content can be more intuitive. As Google continues to make user-focused improvements to their algorithm, their search bots are favoring content that’s written for people over content that’s written to rank well. That means that keyword-stuffed content is definitely out, and it also means repetitive, keyword focused content isn’t going to be as valuable as content that’s genuinely helpful. Search algorithms have reached a point where they can understand what keyword your content is centered around, even if you don’t use that specific keyword anywhere in your blog. This is where topic clusters come in.

What’s a Topic Cluster, and How Can it Help Inbound Marketers?

Topic clusters are a new method of content marketing designed to capitalize on newer consumer search habits. Created and announced by Hubspot—a leading inbound marketing authority—topic clusters work to boost your website’s ranking power, and help your site users reach your content more easily. Topic clusters take note of new search algorithm behaviors, and propose a more effective way of tailoring your content marketing strategy for higher SERP rankings and better readability for search engines and human users.

If your company has a blog, implementing topic clusters can help you improve the authority of your website, as you simultaneously improve the user experience of your blog for your clients. Essentially, topic clusters are dedicated clusters of information that all relate to one central “pillar page.” Let’s use the Evenbound website as an example. We’ve been optimizing our blog to take advantage of topic clusters lately, and at this point, have our blog centered around 7 major topics, or pillar pages:

  • Inbound marketing
  • Content marketing
  • Lead generation
  • PPC and Paid Advertising
  • SEO
  • Social Media
  • Website Design

If you’re familiar with Evenbound, you’ll know that each of these topics is a service that we provide for our clients. Each one of these topics also has a dedicated top-level page on our website, that answers all of the basic questions a consumer might have about the topic. For us, each of these pages is a separate pillar page, forming the central point for each content cluster. The rest of our blog posts are linked to the pillar page they’re the most relevant to.

For example:

Inbound marketing is the pillar page. Cluster content would be any blog that’s related to inbound marketing, but gives our audience more in-depth information about a specific aspect of content marketing. Some cluster content for inbound marketing would include:

  • Content Creation Tools
  • How to Write a Content Calendar
  • An In-Depth Guide to Inbound Marketing
  • Why Blogging is Important
  • How to Shift Your Sales Team from Outbound to Inbound

Each one of these blogs then links back to our pillar page: Inbound Marketing

This method of organizing our content strategy helps search engines catalog our site. Since each cluster topic links back to the pillar page, we boost the authority of that pillar page. This organization strategy also helps search engines better categorize our site. Since each blog that’s related to content marketing links back to the content marketing pillar page, search engine bots can more easily crawl each of those pages, understanding that each blog that links to that pillar page will offer more, in-depth content about the topic of content marketing.

Implementing Topic Clusters

The point of topic clusters is to help you rank highly for keywords you have the most authority on. Before topic clusters, you may have chosen a keyword, and then written a number of blogs about that same keyword. While this used to work well in the past, with today’s algorithm, you’ll just end up with a bunch of blogs that are competing with each other for the same keyword. This makes it confusing for search engine bots to decide which of your pages deserves the higher rank, and it doesn’t do much to collectively boost the power of your website. With topic clusters, you can essentially pool all of the authority gained from each of your blog posts and content-rich site pages, for a higher rank overall. But, how do you do it?

Start with Pillar Pages

The best place to start building your content clusters is your pillar pages. These are going to be pages that provide a lot of information, but have a very general keyword. Don’t pick a page with a long-tail keyword here, go for something more generic that speaks to your target audience.

For example, one of our pillar pages is Inbound Marketing. The page provides a ton of content, and answers basic questions that anyone would want to know about inbound marketing, like what it is, how it works, and who uses it. If you’re not sure what a pillar page would look like on your website, think about the services you provide. Do you have a page for each of those services, explaining what it is, and how it works? If you’re a home services contractor, you might have separate services pages for roofing, decks, and kitchen renovations. Each of those pages would make a great pillar page to center the rest of your topic clusters around.

Brainstorm Cluster Topics

Cluster topics should be related to your pillar page, but should each be focused on a different, more specific topic. If you chose roofing for a pillar page, potential cluster topics might be: “how to fix a leaky roof,” “when it’s time to replace your roof,” or “10 ways to choose the right roof for your home”. These topics are all about roofing residential homes, but they offer your site viewers more information that’s relevant to their everyday questions about roofing.

Write, and Link

Once you’ve got some solid topics for your topic clusters, it’s time to write and post that content to your website. Don’t forget to link to your pillar page! The most important part of topic clusters is proper linking, because that’s what tells search engines that a blog is related to your pillar content, and helps ensure that the authority each blog gains is passed onto your pillar page. This is the best way to build your site’s authority, and make sure you’re ranking as highly as possible for the keywords that are most important to your company.

Pro Tip: Choose the same anchor text to link to your pillar page in every topic cluster post. For example, when we write subtopics for our Content Marketing pillar page, we always link to that page with the words “Content Marketing.” This helps your readers, and search engine bots, identify where the link will take them, and it can boost your ranking for those keywords.

Reorganizing an Existing Blog

What if you already have a blog, but you want to take advantage of this new, totally helpful, very powerful way of content marketing? Do you need to delete all of your content and start over?

Thankfully, no. But you will have to put a little time and effort into restructuring your content so that it all links together in a logical way. The more straightforward your internal links, the easier it will be for search engine bots to crawl and categorize your site.

Start With One Pillar Page

Decide what just one of your pillar pages will be. Then go through your blog’s existing content, and be sure to link any blogs that are relevant to that pillar page. If you have multiple blogs on the same topic, consider combining them together for one longer, more helpful blog that’s easy to find and offers a wealth of information to your readers. When you’ve made it all the way through your blog by combining similar posts, deleting duplicate information, and linking relevant content to your pillar page, then you can start on another pillar page!

Once you get the hang of it, topic clusters are actually surprisingly easy, and they can do a lot to help you boost your blog and website’s overall ranking power. It’s a new method of content marketing that capitalizes on current consumer search trends, and new search engine categorizing technology. By implementing topic clusters, you’ll be providing your site viewers with an easy-to-navigate content strategy that simultaneously boosts the search engine ranking of each of your pillar pages.

If topic clusters still seem a little intimidating, check out the helpful diagrams provided by Hubspot for a visual explanation of topic clusters, or get in touch with us! Inbound marketing is kind of our thing, so we’re always happy to help if you’ve got questions about your blogging or topic cluster linking strategy. If you’re looking for help with your inbound marketing strategy, see how we helped this company rise to the top with our unique strategy:

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