How to Set up a Successful Marketing Program That Drives Revenue

March 29, 2017

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How to Set up a Successful Marketing Program That Drives Revenue

Driving effective marketing and sales depends on utilizing a crazy-good tool like HubSpot or ActiveCampaign. But that’s not all. While it may feel good to have a comprehensive sales and marketing tool in place and to be automating your campaigns, you need more than that. If you want to really deliver results this year and beyond, you need a marketing toolbox that includes a CRM and other tools, like website tracking, keyword optimization and other software.

Automating Your Marketing

Out-of-the-box marketing automation programs like HubSpot, and more complicated programs like Pardot or Marketo, help businesses get ahead with marketing. With this tool in place, you have a strong foundation for scaling your efforts, generating leads, and driving revenue.

marketing-automation Source: Empathi-Solutions

Tracking Customers

Managing customers and prospects is imperative for companies that want to accelerate growth. In fact, if you don’t have a strong Customer Relationship Management (CRM), you’re probably wasting time and money.

filter-timeline-contact-record Source: Hubspot Academy
It’s worth the investment, and getting a system in place will position you for success. HubSpot’s CRM, Salesforce, and other systems will help you track and manage leads and clients.

Tracking Website Visitors

There’s nothing like guessing about what website visitors want to sabotage your marketing and sales efforts. On the other hand, there’s nothing like website tracking software to give you cold, hard data about exactly what visitors are doing. Don’t you want to know what pages interest visitors the most?  What CTA buttons they’re using? If visitors are scrolling down the page? If you assume you know what visitors are doing, you’re missing out on opportunities to tweak your website pages to drive conversions. With heat-mapping software, like Crazy Egg or Hotjar, you’ll know precisely what’s working  –  and what’s not.

hotjar-heat-sample HotJar

Optimizing Keywords

Keywords aren’t what they used to be. In the past, it was acceptable to “stuff” a page with keywords, with no regard for its readability. Now, you need to balance readability with keyword usage. But what keywords should you use? You can glean powerful information from your marketing automation software to evaluate how well your keywords are doing and what kind of results they’re getting on Google. But without keyword optimization software, you’ll be missing a key ingredient: how your competitors are doing. With software like SEMrush or Moz, you can use data on your competitors’ keywords and adjust your strategy accordingly.

Testing Your Site

Do you ever wonder just how well website components are doing and how you can increase conversion rates? Running A/B tests will help you hone in one elements that are working.

AB-testing-website Split test. Source: Visual Website Optimizer
For example, you can create two forms and test which one does better to drive more leads, and ultimately, ensure you’re getting more-qualified leads.

Final Thoughts

How committed are you in seeing your marketing and sales go through the roof? If you don’t invest in the right tools, you won’t get very far. Make the commitment to a two-in-one tool like HubSpot to automate your marketing and sales and track your customers. Then, make sure you’re also tracking website visitors, optimizing your keyword strategy based on competitors, and testing your site. What’s holding you back from investing in the tools to really drive leads and conversions? Is it buy-in from higher-ups? Budget? Knowledge? Share your thoughts in the comments below.

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Josh Coffy

Josh is an entrepreneur at heart, dropping out of college to pursue his dream of owning his own business. Fast-forward five years later, and Josh’s unique ability to marry technology with creative marketing strategies has led to Flight Media’s steady and swift growth. Now one of the leading Inbound Marketing companies in Ohio, the U.S. and abroad, clients trust Flight Media’s expertise, agile approach, and transparency. You can find Josh at CrossFit, backpacking the West coast with his wife, Kelsey, or reading a personal development book from his ever-growing library.