There’s a vast difference between scaling and growing your business. Growing means increasing your revenue, expanding your market, and building your customer base. Scaling, on the other hand, is your ability to meet increased demand.
Growth by itself says nothing about your capacity to meet customer needs (or even your own). It’s merely a reflection of the size of your business. A business that “scales” effectively, by contrast, is one that can handle the increased workloads without losing staff or annoying customers with shoddy service. Thus, “to scale” an enterprise is to grow in a way that keeps both clients and colleagues happy.
Hubspot is a comprehensive platform that helps companies achieve scale smoothly. Commentators often describe it as a customer relationship management (CRM) tool, but it is actually much more than that. The software goes beyond neatly managing your customers by offering a full-stack marketing and sales hub that integrates CRM with content management, customer services, and inbound lead generation. With it, you can avoid colleague burnout, keep customers happy, and cut your admin. All elements work off the same system of record, allowing members of your team to smoothly hand off their work to others, including those working remotely.
Knowing how to scale with Hubspot, however, can be a challenge. The platform is so vast and feature-rich, you don’t always know where to start. There is much functionality that it can be hard to get a handle on it all.
With that said, the platform is uniquely positioned to help small, mid-size, and large enterprises scale better because of how it integrates everything you need into a single, unified product. It’s this advantage that gives Hubspot the edge over so many systems out there – and the leading factor that determines why we partner with them. Once companies invest in the Hubspot platform, they can scale without upgrading their software stack halfway through, thereby avoiding many of the migration issues that dog companies as they grow rapidly to a profitable output level.
This post discusses how to scale a business with Hubspot and why practically all companies wanting to grow with fewer headaches should be using it.
Develop Your Content Strategy
Hubspot likes to talk about the concept of “funnels” – the idea that you can shuffle customers down a sales pipeline from initial attraction to full-blown “delight” with your products. To that end, the platform offers SEVERAL content creation tools as part of its Marketing Hub – all-in-one inbound marketing software that includes practically every feature that you could want. With it, you can develop your content strategy and get found online.
Tools to help you get found include:
- Blog content platforms that allow you and your team to publish large quantities of content at low cost
- Social media integration to spread your marketing materials far and wide
- SEO tools to improve your ranking in search engine page results (SERPs)
- Ad tools to nurture leads for competitive keywords
But it is not these specific tools that make Hubspot so valuable for scaling your business. Instead, it’s how it allows you to develop a distributed content strategy, making it simple for people in your team to put in place the digital machinery to make growth happen.
Here are some of the tools that help your organization as it grows:
- Transfer your content creation to the cloud, allowing anybody with permission in your organization to create, curate, and edit content
- Centralize your SEO recommendations and optimizations
- Get regular reports on the success of your content creation according to your pre-defined metrics
- Use Google Search Console Integration to get organic search insights, including the ranking, total impressions, and click-through rates for the content you create
- Use the topic cluster creation tool that allows you to automatically link your new blogs core or “pillar” pages to let search engines find you more quickly as you create a new output
Identify Your Ideal Customer
The ability to identify your ideal customer is also critical if you wish to scale your business effectively. You need to find people who stand to benefit from your products and services while avoiding time-wasters or chasing people who don’t want or need what you sell.
Here again, Hubspot provides you with several tools that let you more effectively identify who your ideal customer is and what they want.
The Hubspot dashboard is a customizable tool that allows you to track sales, service, and marketing information relevant to your enterprise. Here you can follow the right people to ensure that you’re getting the results you expect. The tool lets you create reports for personal use and share them with others in your Hubspot account. Once you’ve set up a dashboard to your liking, you can clone it and share it with your team members. Afterward, everyone can track whether content, advertising, and SEO is having the desired effect.
Filtered Analytics View
Hubspot allows you to report on your content’s success, based on what is most meaningful to your enterprise. Both Professional and Enterprise versions of the product let you subdivide your analysis by URL paths, country, domain, and other factors that tease out different customers and find what’s working in your marketing stack.
Nurture Your Leads
As you grow your business, the number of leads that you generate will increase proportionately. However, capturing all of them can become troublesome once numbers get large, especially if your sales and marketing staff don’t grow in tandem.
Fortunately, Hubspot offers you a host of marketing automation tools, reducing the admin burden on your colleagues. For instance, the platform gives you the ability to automate email marketing, social media, and ads, increasing your team’s productivity silently in the background.
The Professional version of Hubspot (the product that most small and medium-sized businesses use) offers more than 300 workflows, triggering email notifications and tasks based on customer actions. And the Enterprise version takes this number up to 1000 workflows.
Hubspot offers an impressive range of tools to help you convert too. You can use the tool to implement conversational bots on your site, A/B test your page content and calls to action, and get integrated live chat.
The Hubspot Sales Hub lets you track emails and notifications and gives you task automation, Gmail and Outlook integration, and calling. Thus, you can connect with prospects on their terms, using a variety of channels. Instruct your sales team to take advantage of one-on-one video, live chat, meeting scheduling, and activity planning to make the most of every interaction.
Create Your Landing Pages
Hubspot contains powerful tools that enable you to create compelling landing pages that help you move your customers through your sales pipeline. Ideally, these pages should provide comprehensive information on whatever you are trying to sell and convert.
To this end, Hubspot comes with A/B testing tools that allow you to test out different iterations of your sales pages to see which formats work best.
If you have Professional or Enterprise accounts, go to your Marketing Hub or CMS Hub and select Marketing > Website > Landing Pages. From the dropdown menu, select Run a test and then choose the A/B Test option. Here you can experiment with you a host of landing page variables, including form fields, images, offers, and copy. You can also view your A/B test results by time period and use various metrics to choose a winner (such as clickthrough rates, submissions, or views).
Hubspot allows you and your team to customize your landing pages, depending on your audience’s needs. The platform offers template options – great for consistency across all your digital media and lets you attach stylesheets to your pages. These are great for customizing how the page appears and the order in which elements load.
Ensure That You’re Meeting Customer Needs
If you want your company to be successful as it scales, you also need to measure and improve the customer experience. Again, Hubspot offers a range of tools that enable your team to do this.
If you have a Hubspot account, go to Services > Feedback. Here you can create surveys to send to your customers to find out what they think about your products, services, or any other aspect of your business. Deliver the survey via email or webpage (and track which of these is the most effective at garnering responses).
One of the advantages of using Hubspot is the ability to create nested surveys. Users can develop specific follow-up questions depending on whether your customers indicate that they are happy, neutral, or unhappy. Once they finish answering your questions, you can create customized tabs for the different kinds of customers. For instance, you can attempt to upsell happy customers or rescue those who are disgruntled.
As you scale, you can also monitor rep productivity performance to ensure that they’re meeting your minimum sales targets as you grow.
In your Hubspot account, go to Reports > Analytics and view metrics, including deals, meetings, calls, tasks, and emails. Under the deals chart menu, you can see things like the number of deals a sales rep achieves, the forecast revenue from those deals, and the closed amount. You can also see the raw number of sales activities and the average days to close.
Finally, you can use ticketing tools to deal with customer issues promptly and fairly. In your Hubspot account, go to Service > Tickets. Here, you can organize customer complaints and requests into helpful formats and forward issues to people in your team best able to deal with them. Create a ticket name, categorize the ticket to a specific pipeline, record the source of the ticket (for instance, phone), and give a name to the ticket owner – the person who created the ticket in the first place.
Once you create a ticket, you can create a priority level and associate it with a particular company or contact. Your team can then escalate the ticket as appropriate while providing other members with all the data they need to deal with it – ideal for a growing customer base.
Monitor Social Media
As your company grows, you’ll find it increasingly challenging to monitor everything that is happening across your social media platforms. Typically, customers will want to contact you via popular channels, so integrating these communications becomes essential.
Hubspot addresses this challenge in a couple of ways. First, its content management system (CMS) makes it easy to integrate your social accounts with your marketing experts. Once you create a piece, you’re free to share it across all your listed domains. At the moment, you can post 10,000 items per month on social media and schedule them up to three years in advance. The Professional version allows 50 connection accounts and the enterprise version up to 300.
Second, you can use Hubspot social media tools to schedule and publish updates, analyze performance, and monitor terms. For instance, you can see how the conversation around your brand is developing on Twitter, YouTube, LinkedIn, Instagram, and Facebook and intervene if it becomes necessary to do so. Furthermore, you can use analytical tools to track how users receive your brand as you grow, letting you see whether the conversation around your company is improving or not.
Automate Your Marketing
Finally, Hubspot offers a range of marketing automation tools that reduce admin when scaling a business. These include:
- Automated follow-ups to prevent prospects from slipping through the cracks
- Queued series of automated emails to keep nurturing leads in the background
- Personalized and tailored ales options that keep emails relevant
- Automated content updates and posting on social media
- Analytics alerts and notifications for SEO marketing professionals.
Thus, in summary, Hubspot is one of the most powerful tools for scaling a business successfully. Auden Digital helps to integrate your organization with the full suite of Hubspot services, giving you a better chance of growing without the usual headaches. Learn more about setting up a Customer Relationship Management platform with HubSpot!