In 2021, businesses across industries worked to find their footing again with their marketing strategy. And in 2022, many were able to build upon that foundation and grow their efforts to advertise their business.
Because of this, we focused on leveling up our content to help marketing professionals who were ready for more advanced methods, tools and tips. This included using reporting tools to optimize campaigns, calculating ROI on new MarTech software and ways to make the most of your HubSpot platform.
(Don’t worry – we’ll continue writing about the latest trends and techniques in 2023!)
For now, let’s review our 2022 posts that people found most helpful throughout the year.
Why You Need to Conduct a Content Gap Analysis
It’s difficult (if not impossible) to create content that your audience will find valuable without doing your research first. Instead of throwing blog posts into the void and hoping they stick, we suggest conducting a content gap analysis.
A successful content gap analysis is intended to develop traffic-driving content that inspires brand loyalty, establishes you as a thought leader and ideally helps boost conversions. Once your analysis is completed, you should have a strong idea of what your audience is looking for and what kind of content you can provide to meet their needs.
Here, you can find our 5 key steps to conducting a content gap analysis (and what benefits you’ll miss out on without one) >>
HubSpot Service Hub: Improving Customer Experience
In September, our team attended HubSpot’s annual INBOUND conference. What was one of the major themes they continued to drive home? Customer experience.
A study from PWC reported that 73% of consumers believe customer experience to be a vital part of their buying decisions. And because of this, businesses are focusing on improving their interface to provide a better experience for customers and stand out among competitors who have yet to invest in UX.
But there can be a gap between understanding why customer experience is important and implementing helpful changes. HubSpot Service Hub is designed to close it.
If you’re a HubSpot user, you’re likely doing a disservice to your business if you don’t explore the benefits of Service Hub. It can bring all your customer service data and channels together on one platform, so you can efficiently onboard, support, retain and grow your customer base. Let’s discover some of the individual features it offers >>
How to Prevent Google Ads Click Fraud
Unfortunately, internet fraud manages to seep into every corner of the Internet, and your Google Ads campaigns are no exception. It’s incredibly frustrating to work so hard on building a strong campaign only for it to be diluted with unqualified traffic and clicks.
But you’re not alone. A report in the Search Engine Journal found that in a testing pooling of one billion ad clicks and data points, 11% of search clicks and 36% of display clicks were determined to be fraudulent or invalid. This means you’re possibly losing money (intended for real customers) on fake leads.
Since this isn’t a new problem (only worsening), software platforms have hit the market to help alleviate this issue. In this piece, we look closer at the causes of click fraud and the tools intended to fight it >>
How Much CRM Training Does Your Sales Team Need?
Whether you’re a current HubSpot user or you’re about to onboard your team, we bet there’s one question both sides will have – “Does my sales team need HubSpot training?”
That’s a great question with a difficult answer – it depends. It depends on your team’s structure, how you plan to use the platform, your team’s capacity and willingness to adapt and your HubSpot tier subscription.
It’s a mistake to write HubSpot off as just a marketing-focused platform – it has a wealth of capabilities that your sales team could benefit from every day. So, while your salespeople may not need the same level of training as your marketing team, they’ll likely need more than you think. Here’s why >>
Take Advantage of HubSpot’s Campaign Tracking Tools
Here’s a good resolution for 2023 – we’re getting rid of the phrase “set it and forget it.”
Regardless of the campaign content or style, we know you put in a great deal of work on the backend before it was launched, and it would be a shame to stifle its potential by overlooking its performance and doing nothing to optimize it.
If you want all your hard work to pay off, tracking your campaign throughout its life is crucial. And with HubSpot, you have a wealth of tools to closely monitor your campaign, all in one place. Take advantage of these features >>
What is a HubSpot Certified Trainer – And Why Hire One?
If you’re the type of person who starts building a piece of furniture without reading the instructions, this piece is for you.
While HubSpot is known for being quite user-friendly, it can be easy to overlook features that may not be obvious to a beginner. That’s why we worked to become a HubSpot Platinum Solutions partner with our very own HubSpot Certified Trainer.
Beyond onboarding and the basics, a HubSpot Certified Trainer is there to help you discover tools and tricks in HubSpot you may have missed (or didn’t know existed) so that you get the most from your platform and your financial investment.
Let’s look closer at what a HubSpot Certified Trainer can do and how hiring one could benefit your business >>
Writing Successful Case Studies: A Step-By-Step Checklist
There’s an art to creating a useful case study. It’s not enough to take a positive Google review and stretch it out into a few paragraphs.
Successful case studies require collaboration between you and the client you’re highlighting and a story you believe potential leads will find valuable.
When done well, they have the potential to be the reassuring nudge your prospects need to move forward with your service or product. That’s why we created a step-by-step checklist detailing the content you should include to build a robust case study >>
How to Calculate MarTech ROI (Is It Even Possible?)
If you’re like me, you’ve had a few instances where you’ve been charged for a service you forgot to cancel (and let’s be honest, probably will forget to cancel again). For me, it’s an annoyance. For businesses, wasting money on unhelpful MarTech can majorly hit your bottom line.
Whether you’re a brand-new small business or a company with an outdated system that still technically works, it can be difficult to justify investing in new software, like CRMs or marketing automation tools. But before you write MarTech off completely, we suggest you review the possible ROI these tools can offer. Here’s where to start >>
Ready to Level Up Your Marketing Strategy?
You can keep up with our latest posts by signing up for our newsletter – and don’t forget to follow us on Facebook, LinkedIn and Instagram!
If you’re looking to advance your marketing efforts but don’t quite have the time or resources to do so, we can help. Contact us today to learn how we can help grow your business in 2023.
