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If you're new to HubSpot, welcome to the community! We're more than 100,000 strong with users from countries across the globe. If you've made the jump to invest in the HubSpot platform, great! But, how can you be sure that you're using it to its full potential?

When it comes to great marketing and sales tools, we trust HubSpot. It can be a tremendous asset for your business and is proven to increase your bottom line (if used correctly). But, are you using your HubSpot portal correctly? How can you optimize your results and bring in more qualified leads for your business? 

Before we dive into the ways you can make the most out of your portal, let’s discuss why our agency chose HubSpot specifically, and why having a powerful, simple-to-use marketing automation system is critical to the success of your company.


Why HubSpot? 

We started using HubSpot a few years back and have seen success with the Inbound Marketing Methodology time and time again with our very own client accounts. What we’ve discovered is that the more we utilize all that HubSpot has to offer and abide by HubSpot’s best practices, the better results we see. 

In a recent Marketing Smarts podcast with Jeff Goldenberg and Peter Reitano, they said "marketing has changed more in the past 5 years than it has in the past 50." 

Marketing Smarts Podcast

All in all, if your marketing strategy isn’t changing with your target audience, you may lose out on the opportunity to reach more potential customers. With HubSpot's marketing tools, we can measure data to inform our content strategy. After looking at the data, we then make decisions based on what works and what doesn't. How do we do it? How can you do it, too? Here are 3 ways you can make the most out of your HubSpot account.


3 Ways to Make the Most of HubSpot

Start with SMART Goals

Your Inbound efforts will be more successful with a thoroughly strategic plan. You need a roadmap to follow as you dive deep into creating and analyzing your marketing tactics. What are your revenue goals for the upcoming year? What traffic and conversion rates will help you reach that revenue? What actions do you want your ideal clients to take on your website? What personas are the most profitable to you and your marketing team's efforts?

When you have clearly defined goals, it is easier to track your progress, especially in HubSpot. You can program your goals directly into your HubSpot dashboard so HubSpot can keep track of your progress for you. For this to work, however, your goals have to be SMART:

  • Specific
  • Measurable
  • Attainable
  • Realistic
  • Timely

What are your business’ SMART goals for the month, quarter, and year?

PRO TIP: Make sure that the sales team is included in the conversation. This will give you better clarity into what goals you need to set for the business as a whole.

Publish Digital Content

At our agency, we use the Growth-Driven Design method where we launch websites as quickly as we can with all of the messaging catered to our clients' buyer personas. Then, we build content based on the analytics we get back from the website. Some questions we ask ourselves before producing any new content...

“Are visitors clicking certain links more than others?”

“Is our downloadable content offers converting the right leads?”

“Is our content getting seen organically? If not, how can we rank out keywords higher in search engines?”

By using this data-driven content plan, our efforts are better informed by each client's specific traffic and ideal clients. This way, we can track our HubSpot campaigns to see where our efforts are getting the best return on investment. 

PRO TIP: Content performance can help you determine how to make a better sales process, too!

Never Stop Optimizing

Often we meet prospects that come to us with a website that was built, launched, then never touched again. This is not the way you should treat your website and the content it hosts.

As a business, you must continue to create and optimize content so that you can continue to gain organic traffic and nurture new leads. Without optimizing your content, your digital presence will be lost in the sea of your competition. Here is the content you should be producing and optimizing over time:

  • Blogs
  • Content Offers (ex. Checklists, Guides, Infographics, etc.)
  • Social Media
  • Website Pages
  • Email Nurture Campaigns
  • Chat Bot Scripts
  • Calls-to-Action (CTAs)

If your HubSpot Analytics Tool is telling you one of your pieces of content has a bounce rate that is much higher than the others, maybe you should add the Lead Flows tool or Chatbot tool to that page so you can engage with visitors. 

Another way to optimize content is to review your keyword strategy. What keywords are you currently ranking for? What are some keywords that your competitors are ranking for?  By doing keyword research, Google will reward you for your diligence

PRO TIP: Our favorite keyword research tools are SEMrush and MOZ.


Market Your Business with Confidence

As a HubSpot Platinum Certified Agency Partner, our LAIRE team of digital experts practices what we preach. We are constantly optimizing content, social media, paid search, and more. We never stand still! Our clients trust us to be an expert in marketing for their business and to deliver fresh ideas to them constantly. And that is what we vow to do.

Curious if your business’ HubSpot use could be more? Get a complimentary HubSpot portal audit to find out:HubSpot Portal Audit


*This blog was originally published on December 8, 2017, and updated on January 11, 2021 for accuracy.

Sara Robinson

Sara Robinson

With experience in industries including non-profits, telecommunication, mass transportation, and manufacturing, Sara is passionate about the intersections between people, processes, and software throughout the customer journey.