The emergence of Hubspot has been a critical development in the world of blogging, social media and Search Engine Optimization (SEO). Hubspot has been gaining momentum, labeling itself as an all-in-one inbound marketing solution complete with a system for posting content and keywords that generate leads, and tools that provide metrics to measure the coveted online return on investment (ROI).
But as Hubspot becomes more popular, I think it’s important for business owners to consider their own brand before assuming it’s the right tool for their business.
This is especially true for small and mid-size businesses, which often have unique needs and goals that don’t always align with any particular system.
When we work with our clients, we ask them to set specific social media goals for a 90-day period. If a business is primarily focused on generating leads, by any means necessary, then Hubspot might be worth considering, if you have the budget for it.
My colleague and team partner, John Webster, advocates Hubspot for the sole reason that ‘it makes the phone ring.’ He reminded me of this a few days ago, when he saw a prospect intake form with the primary goal of “getting people to call us for service.”
Yet, when I met with this same prospect, he told me that their number one source of leads was referrals. In fact, over 90 percent of my prospective clients tell me that their number one source of leads are referrals from satisfied customers or business partners.
The truth is, you don’t get a true referral by increasing your search ranking on Google. You get a referral from a person. A person who knows you and can recommend your service or product to another person. For those with a primary goal of enhancing customer relationships or generating more referrals, then I feel your marketing efforts should help you form a personal connection with your audience rather than simply distributing content that increases certain metrics.
Having worked with a client who used Hubspot’s software, I see the merit in using this system if your goal is simply to generate inbound leads from search. But if you provide a service that is dependent on forming relationships and establishing quality referrals, then you shouldn’t limit yourself by adopting a system that focuses on pumping out mass content to work the SEO and numbers game.
As a business owner, you have a unique operation with unique needs. I hope I’ve provided you with some things to consider as you work to match your marketing approach with your business goals.
What are your thoughts about Hubspot as a marketing tool?