As the owner of a smaller inbound marketing agency in Central Florida, it’s important that we focus on maximizing the ROI on all of the actions we take. Making sense of our own marketing efforts has to be a priority in order to understand whether or not what we are doing is working. I began my partnership with Hubspot in February this year with the goal of not only creating a lead generation machine for my agency, but to also get all of my data under one roof to better track, analyze and execute all of my inbound marketing efforts. So after 6 months of hard work and determination we have seen some interesting results.
Just in case there are a few of you who don’t know who or what Hubspot is. Hubspot provides integrated inbound marketing tools and training to businesses around the globe. Shelley Media Arts in one of 2,200 partner agencies who not only use the software themselves, but also help companies integrate Hubspot into their businesses. The first step in our journey has been all about transitioning our agency into a focused, full-service Inbound Marketing agency. So let’s see how Hubspot has helped use make this transition over the past 6 months.
As I have stated in previous blogs, one of my biggest struggles was finding time to market my own agency. Hubspot was a large investment for my agency and for me this meant we had to take it seriously. Doing it part of the way was not an option. We had to be all in. Hubspot was helpful in getting me to switch my mind set and realize that my first client was my own agency. If I was going to grow, I needed to market myself. Let’s look at the results so far.
I don’t know about you but this graph looks beautiful! So let’s go ahead and throw February out because that was only a few days and most of the time was spent on integration. But from March to August we increased our monthly site visits by 600 for a 267.38% in growth. One of the biggest surprises is to see how the growth has really taken off over the past 3 months. But just traffic by itself is not really all that great. What we need is to convert that traffic into actual dollars. Because all of our marketing efforts are under one roof and all of the tools speak to each other (maybe the biggest benefit of Hubspot) we are able to see how the traffic was, or was not converting.
For most of the 6 months there has been a nice steady increase in contacts, except for July… always a slow month. What has been very nice to see is the direct correlation between traffic and contacts. As we grow in influence, we are beginning to reap the benefits on the traffic we are generating, which in return has landed us 5 new retainer clients, 4 website builds and 4 more sales qualified leads in the pipeline. This had lead to already a 58% increase in revenue versus all of last year and we still have 6 months to build on that lead. Not to mention our investment in Hubspot has already paid for itself for the year.
The truth is, we didn’t do anything that crazy, we’ve just been consistent. The first thing was generating content. Blogging has been a huge tool for use. I made a commitment to blog 3 times a week around very targeted, long-tailed keywords. It’s so easy to get discouraged when you generate so much content early but aren’t seeing the number yet, but pushing past the frustration has been essential and finally we are hitting the number I wanted to see.
Next, we put time in creating offers our buyer persona wants and needs. In the last 6 months we went from no offers on our site to 7 targeted offers to encourage our visitors to connect with us. The power of a well designed and functioning landing page is paramount to any business looking to generate leads.
Social media has also been an extremely valuable avenue for us. Our first lead that closed came via Facebook. We started to not just post more, but post better. By actually planning and deciding what, when, and how we were going to post has paid of in visits and connections.
Growth driven design is one area that we have gone above and beyond. In August we also launched our new launch pad site. We removed the “noise” from our our site and now are focusing all of the design around our users and their actions. Hubspot + Growth Driven Design = maximized results. The way our growth and contacts boomed in August is a great sign our design is headed in the right direction.
The most important thing we’ve have learned in the whole process is to be bold enough to take action. None of this would have happened on accident or by itself. Inbound is a powerful method but unless you work it, tweak it, and build on it nothing will happen. Taking action is the first and most important step in any decision. We would not be where we are today if we sat back and hoped things would grow. So here is what I would advise to any other agency or business looking to grow and considering using Hubspot and Inbound Marketing.
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