Our team has just returned from Inbound 2017, the biggest inbound marketing summit in the world, which took place in Boston last week. We had a great (and very informative) time networking with our peers and hearing from inspirational figures from the inbound world and beyond, while our co-CEO Clodagh Higgins also presented a session on creating a happy and healthy inbound agency, touching on everything from what a modern agency looks like, to agency culture to formulating a successful retainer model.
However, as with every trip away, we always like to bring something back, and here we take a look at some of the new features coming up in HubSpot that will help you build an even better digital marketing strategy.
Expected to roll out in 2018, these features will not only help with content creation to bring more consumers to your website, but will aid in communication with clients, and help you see the results you want.
In HubSpot CRM Free, Conversations is a shared inbox that helps you and your team have enhanced one-to-ones with your customers and clients. It stores messages from your prospects and customers in a single place so you can manage them more effectively and reply accordingly. How is that different from any shared email set-up? you might ask. Well, Conversations also pulls in messages from all of your other messaging channels, and allows you to loop on other members of your team.
It is also connected to the rest of your CRM, giving you the context you need to understand the status of a thread, while automation rules and bots (yes, AI is going to be big) help you manage conversations at scale.
We all know that the inbound methodology includes attracting leads and then bringing them down the conversion path to become customers, but often the delight stage of the process is forgotten or abandoned as resources are directed towards getting more leads in. That doesn’t have to be the case, as The Customer Hub will help you enhance your customer service by giving you the helping hand you need to stay on top of client and customer relations.
Built on top of Conversations, The Customer Hub makes it easy to escalate an everyday chat into a case you can manage effectively, making for happier customers. Feedback and insights tools are included and can be used to truly understand your customers and the customer experience.
HubSpot Marketing is getting a whole new box of tricks. Campaign Reporting is a powerful new reporting engine that helps you connect all of your campaigns to results, from traffic to leads to final revenue, so you can see what is working and where you need to improve.
A new integration with Facebook Ads enables you to use smartlists to build targeted audiences and create, track and sync ads on the social platform, while a new native Instagram integration will feature the ability to draft and schedule Instagram posts and get mobile reminders to publish your posts on the platform.
What we are most excited about are the additions to the Content Strategy features that will help create more qualified traffic with tools that help you devise and put in place a content strategy that is tailored towards the new trends in SEO.
As we mentioned previously, today’s big SEO gamechanger is the move away from keywords towards topic clusters, and the latest features from HubSpot make it easier to get to grips with and master the art of producing content the search engines will love (and your boss will love you for).
Crawling your site, it can suggest topics based on relevance, competition and popularity, and best of all, help you organise those topics into clusters that help you rank well in search engines and bring more leads to your business.
Templates are included to help you create pillar pages of content around the topics you find have the most potential, so you can then create the blogs that support and link to these pillars, building your online authority and number of visitors to your site that you can convert into qualified leads.
You can also track the results of your topic clusters to see how they perform and where there may be other opportunities to build your authority and appeal to more consumers. Happy days.
Some of these features will automatically roll out on your HubSpot COS as they become available, while others may need to be set up when ready, but you can keep an eye on developments in HubSpot Updates.
In the meantime, find out how you can generate more leads and convert them into potential customers by downloading our Lead generation Survival Kit: