Last week I was doing a demo of Hubspot for the marketing team of a former PR client. During our meeting, I had an experience that I'd like to share with you. HubSpot, for those new to the inbound-i blog, is the all-in-one inbound marketing software I use for E.R. Becker Company and re-sell to other businesses.
Let me set the stage with some background. When you log in to HubSpot, you land on a dashboard that lets you know how you're doing with your inbound marketing efforts. Two key measurements featured on the dashboard are website traffic and number of leads generated from that traffic.
When we started the demo, my traffic count was 90 visits so far this month - up 85% over the same date last month. (Yes, I admit that I fell behind in my blogging over the holidays.) It was early in the month and I hadn't yet converted any traffic to leads.
I had published a blog post the evening before and publicized it automatically in HubSpot to all of my social networks and to select LinkedIn groups. The blog post was optimized for two of my important keywords and had a call-to-action (CTA) at the end, inviting readers to download a social marketing eBook, in exchange for which they would leave me their contact information.
As I demonstrated the many features of HubSpot, I spoke to the marketing team about the importance of blogging, SEO and social media to driving traffic. I showed the team how driving targeted traffic to landing pages and providing useful content offers through strategically placed CTAs is the path to generating leads.
The demo took about 30 minutes and in Q&A, one of the team members asked if we could go back to the dashboard. We did.
"Wow! You already have 30 more visitors!" someone shouted out. "Look! You have a lead, too!"
Sure enough, the traffic count was up to 120 and one of the new visitors had downloaded the social media eBook, converting from a visitor to a lead. It reminded me of a piece of time-lapse photography I've seen showing the building of a skyscraper condensed from years to a few minutes.
While inbound marketing results take time to build, it's motivating to see the growth before your very eyes. After this dramatic end to my demonstration, I told the group the following:
When I was providing PR services to your organization, even though we got great results, I could not and would not ever guarantee those results. In PR we work to present your information in a way that earns a media outlet's valuable space for editorial coverage. But we don't own the space and can't give it away.
With inbound marketing I WILL guarantee you that if you blog regularly in the online space that you own, sharing useful information based on your expertise, if you publicize your posts in social media and optimize the content for search engines, you WILL grow your traffic. If you provide further remarkable content and CTAs, you WILL convert traffic to leads. If you analyze your results with software like HubSpot or Google Analytics, you WILL be able to see the growth of your marketing skyscraper as it builds steadily toward success!
As a consultant, it feels great to offer a process that makes me feel comfortable guaranteeing success! If you've experienced your own inbound marketing time-lapse moment, thank you for sharing in the comments.
Learn more about marketing with HubSpot by clicking the CTA button below and if you have 2-an-a-half minutes, enjoy watching the YouTube video at the top of this post depicting the two years of construction of the Denver Spire condensed via time-lapse photography.