Category: Inbound Marketing

Information about inbound marketing

HubSpot and Ecommerce with WooCommerce and Revenue Conduit

HubSpot and Ecommerce with WooCommerce and Revenue Conduit

Yes, HubSpot and Ecommerce do go together. And Revenue Conduit will get you there.

To be completely honest, when I think of HubSpot users, the ones that come to mind are mainly B2B and big ticket B2C companies. Since nurturing is such a big part of the inbound methodology, quick buys on ecommerce websites never really struck me as fitting into the category of being a great fit for HubSpot.

Then a potential client approached us and told us they were looking for a way to increase their online sales. The product was clothing, underwear to be exact, and something that really intrigued us. So we started doing some research.

A big part of why this company was so enticing for us was that they were selling on Amazon, and their Amazon sales were taking off. In the past few months, their sales on Amazon have come to account for 90% of their business. Exciting? Yes. But also scary. They knew the market was there but wanted more control over their marketing and sales. They wanted more traffic to their website so they could steer their own ship.

They were using Woocommerce and were happy with how it was working. So we started looking at how it could integrate with HubSpot. It turns out there are technically two ways Woocommerce can integrate with HubSpot. Although that’s only technically. Because the first thing we tried really didn’t do anything valuable for us.

Zapier

Don’t get me wrong, Zapier is a fantastic tool for many things. It’s a great way to frankenstein tools together to come up with your own marketing machine. We use it for my non-profit because we have more time than money and it gets the job done. It will take contacts from our forms to our Mailchimp account and into our CRM. Send an email to whoever needs to know about it. The possibilities are endless. But for this application, I don’t think it should even be advertised as an integration.

There is no way to get the data you need when you link Woocommerce to Zapier to HubSpot. Every new customer comes in as direct traffic, and they all come from Ashburn, Virginia. We didn’t even try to sync up more fields other than the name and email because we knew we would miss out on the info we needed if we went this route.

Woocommerce Zapier HubSpot

The only solution I could think of was a two step check out. The customer could fill out their email first on a HubSpot form before they get to the cart. That way, we would have the their original source and pages visited before they got to the Woocommerce checkout form. We found our ultimate solution before we tried this. But if you’ve done it this way, let me know how it turned out.

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HubSpot and Ecommerce with Revenue Conduit

I admit we were being cheap at first. We thought we could create our own solution and didn’t want to pay for something else on top of HubSpot. But we didn’t do enough research about Revenue Conduit to even know what it was capable of. We are learning now that it is so worth the $100/month.

This is a robust tool, but I’ll try to break it down by just what it imports when you sign up. I plan on doing more posts about this as we dive deeper into Revenue Conduit.

Fields

Revenue Conduit automatically imports a ton of customer property fields when you sync it up. You have your obvious ones like First Order Date and Total Value of Orders, to Products Bought and Abandoned Cart Products. All the data you need is there for you to create some pretty specific smart lists and segment your marketing effectively. I’ve already created a list of shoppers with boys and one of shoppers with girls so I can target the right products to the right people.
Revenue Conduit Fields

Lists

The smart lists that have been populated into my account during these first few weeks will be extremely useful. I already have lists of new customers, repeat buyers and best customers. We’ve saved so much time as these have all populated without us having to do much of anything.
Revenue Conduit Lists

Workflows

OK, workflows can be scary for me. Just because my head starts to hurt when I think about how they work and what they do. But when I dive deep, it’s pretty addicting. Revenue Conduit automatically imports almost 20 workflows when it’s hooked up. They have workflows that are internal, which set fields like Order Recency Rating and Order Frequency Rating, and also ones that are set up around marketing emails for your customers. This month we will focus on getting the New Customer Welcome & Get a 2nd Order workflow up and running, and then continue doing more throughout our contract.
revenue conduit workflows

Historical Data

As our 14 day trial was ending, all our client’s historical customer data was imported. This means we have the values that were spent, order frequency, and even products purchased from all of their customers over the past 2 years inside HubSpot and at our disposal. Our client was told their customer info was being imported into Mailchimp, but Revenue Conduit found way more contacts than what we had access to initially. Since this client has their highest conversion rates from email marketing, having all these historical contacts will be huge.
Revenue Conduit Historical Data

Coupon Code Generation

Another big reason we started using Revenue Conduit was their dynamic coupon code generation feature. Our client had a coupon that was displayed on a pop-up after someone signed up for updates. The problem was that people were using the code over and over, and they could only change it once a quarter or so. With dynamic coupon codes, we can keep track of who has coupons, who has used coupons, and when they expire. And we don’t have to worry about them being passed around in a forum.
revenue conduit coupon code

Bottom Line

Don’t write off using an inbound marketing software like HubSpot because you’re an ecommerce company. The “Delight” part of the inbound methodology is much bigger than the “Convert” part in this type of setup, but the results are still just as powerful. We just synced up our client’s data and are already so excited about the things we can do with all the information. This solution is perfect for a growing ecommerce company that wants to put out marketing that matches the quality of the big guys.
 



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Results After 12 Months of Using HubSpot

Results after 12 Months of Using HubSpot

We renewed our annual contract with HubSpot. It’s been 12 months since we started using HubSpot and I liked to share our results thus far.

Traffic

We hit our traffic goal of 600 visits during month 9, and as we had hoped for, the vast majority of our traffic has been organic. In March of 2015 we had 232 organic visits. In March of 2016 we had 795 organic visits. That is a growth of almost 350%. We are very happy about this.
 
After 12 Month Traffic Growth using HubSpot at Schall Creative

Contacts

Our monthly contact goals was 15 new contacts. In February of 2016 we generated 13 new contacts. Unfortunately February is shy a few calendar days but I’m confident we’ll reach this goal in the near future.
 
After 12 Month Contacts Growth using HubSpot
 
Out of the 101 contacts, 65 were organic search, 27 were direct traffic and the rest were referrals, social media and email marketing efforts.
 
After 12 Month Contacts Rate Growth of using HubSpot
 

Clients

We brought on our second HubSpot Inbound account on month 12. As our sales pipeline continues to grow, the conversation of agency growth is showing up once again.

How Did We Achieve This

The best results came after we started to truly understand what persona was right for our agency. This became more and more apparent to us as time went on.

The biggest change for us during this process has been our network. Before starting using HubSpot we did a lot of face to face networking. By bringing our focus to our own marketing, we started to do a lot less networking. This resulted in a big shift in the types of prospects that were coming in to meet with us.

Our most successful campaigns were hyper focused

We had the opportunity to speak at an event for a very specific vertical. We decided to turn our talk into an offer as well. We followed up with everyone at the event via email and gave them the opportunity to download our free eBook. Out of 106 attendees that were sent the email, 47 opened it and 16 converted into leads. This strategy was a complete success.

We also created a blog topic for this list that shared the outcome of a project we did for a very similar organization. Inside this blog was our own UX research, which gave these contacts real insight around a problem they are most likely having. Basically, we researched their audience for them and gave them the results. Not only did we get great results from this post, but it was really fun to create as well.

Where Are We Going to Make Improvements

The struggle we’re facing is keeping up with our own marketing efforts now. I personally have dedicated most of my time with sales activities rather than marketing activities. We simply need to make the time to share information that brings value to our audience. It’s easy to just write about a topic that’s already out there. But the real time and energy comes when you are creating something that will make an impact–and the reward comes then, too.

Actions do speak louder then words. The commitment to gathering data, researching and writing is what has showed us growth. Mark your calendar and just do it. As I type this, I’m really telling myself this.

Internal Improvements

Since we’re a small hands-on agency we really need to optimize our time in order to hit our goals. When projects start coming in, the team gets hyped up, ideas and inspirations start flowing and the next thing you know, the project goes live. In the meantime, what happens to those leads that are coming in? Have they been attended properly and have they been qualified? Unfortunately, when we’re wrapped up in a project, the ball sometimes stops rolling. This is something we’ll need to solve as clients come on board and we’ll need to have a game plan set in place. The solution to this is managing our team efficiently.

We’re excited to see what we’ve accomplished after 12 months. Inbound marketing does take time and money. And yes, there were many frustrating moments but at the end of the day, using HubSpot for inbound marketing works. Now we know that it’s a perfect fit for how we’d like to do business, and with our experience we can help new clients get results quicker.

 



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9 Inbound Stats That Will Make You Wonder Why You Haven’t Started Yet

9 inbound stats

As time goes by, more and more companies of all sizes are implementing an inbound marketing strategy. They’ve researched inbound stats like these, created their plan of attack, and embarked on a complete change in the way they get the word out about their businesses. Change isn’t easy, but sometimes the cost of inaction is greater than the effort needed to make that change. Inbound marketing is one of those changes that businesses are finding to be worth it. Here are 9 inbound marketing statistics that will make you wonder why you haven’t started implementing inbound marketing yet.

  1. Companies are 3x as likely to see higher ROI on inbound marketing campaigns than on outbound, regardless of size and type of business. source
  2. 68% of online buyers will spend considerable time reading content published by a brand they are interested in. source
  3. Marketers who check their metrics are 3x+ more likely to achieve positive ROI. source
  4. Companies that blog generate 67% more leaders per month than those that don’t. source
  5. 8 out of 10 people identify themselves as blog readers. source
  6. Inbound leads cost 61% lower than outbound leads. source
  7. 80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement. source
  8. 84% of 25 to 34 year olds have left a website because of intrusive or irrelevant advertising. source
  9. 95% of those who opt into email messages from brands find these messages somewhat or very useful. source




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How to Get Inbound Marketing Buy-In

inbound marketing buy-in

As marketing director, you’ve done your research. You are certain that inbound is the best way to market your company going forward. But even after you’ve had conversations, presentations, and even built excitement amongst your colleagues, you’re still spending your time creating magazine ads and laying out proposals. Why is inbound marketing buy-in so hard to accomplish? From my own experience, here are a few reasons I’ve seen.

Ugh, change.

First and foremost, change is hard. Doing something new requires vulnerability. You need to be a novice at something before you can be advanced, and being a novice kind of sucks. A company will put off a change as long as they can. And they can put it off until the alternative to change becomes the worse option.

Fear of Transparency

Inbound marketing is transparent. It means a brand will need to be constantly communicating with their audience. There is a lot of fear centered around showing too much, or saying the wrong thing, and getting a negative reaction.

A lot of businesses are afraid to show themselves wholeheartedly.

What happens if someone leaves a negative comment? What if we didn’t do enough research before posting something? What if we get negative reviews? What if they hate the real us?

Complete accountability

With a complete inbound marketing strategy, you have solid results that are clear as day. You can see what is working and what’s not, and that could mean waving the white flag on a campaign you’ve worked really hard on. If it’s not working, you have the evidence to let it go, but that means admitting it didn’t work the way you had expected it to.

Lack of Resources

When you start with inbound marketing, positions may change, or you may need to hire different types of employees to fill the needs of the strategy. This means a lot of leg work for the company that they may not be too thrilled about.

So how do you get past all this?

Understand your company.

To make a decision like this, you really need to have a handle on your company’s financials. You need to know how they’ve brought in sales in the past. What has worked, what hasn’t worked, and why. You also need to know what your company’s goals are, and most importantly, why they’ve set those goals. This takes a solid amount of trust from your company’s leaders, but it’s a necessity for anyone who is in charge of marketing, no matter their strategy.

Do your homework.

Learn as much as you can about inbound and how it works. There are tons of resources that give solid statistics about inbound. Go further and read case studies and find out how an organization earned their success.

Don’t got it alone.

If you can find an inbound agency that you trust, don’t be afraid to collaborate with them. Get your leaders in a room for a workshop with the inbound agency. The agency will be seen as an outsider and marketing expert, and could get some points across that you haven’t been able to (even though you’ve been telling them for months).

Don’t just tell them, show them.

If you have the resources, run a small scale inbound campaign and track your results. Something as simple as an email marketing campaign with tracked results can really paint a picture for what is possible. Numbers don’t lie. Show them what it would look like if the results you got from your small scale campaign were the same for every marketing action your company takes.

Research your competitors.

Download a browser extension called Ghostery, and see who is already doing inbound among your competitors. Look for applications like HubSpot, Pardot, Infusionsoft, and Marketo. If there are others, research them to gain insight on the tactics they are using. Beating out competitors can be the ultimate motivator.

Let them realize it – don’t drill it into them.

Don’t become a broken record. If you find yourself repeating your inbound pitch over and over, you need to find another way. Ask questions, uncover their goals and their struggles, and lead them to inbound as the answer.




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