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HubSpot’s integrated CRM platform makes skyrocketing your business easier than ever before. Its inbound marketing, sales, operations, and website tools bring unity and clarity to marketing strategy. Because the platform is becoming so critical to the success of new and emerging businesses, we’ve put together five ways HubSpot will benefit your brand.

#1. DRAMATICALLY INCREASE THE NUMBER OF MARKETING-QUALIFIED LEADS

Marketing-qualified leads unfortunately don’t fall out of thin air. Lucky for your brand, HubSpot marketing tools can accelerate leads to marketing-ready with ease. HubSpot benefits your team by making it easy to nurture and qualify leads automatically, weeding out some of your less-qualified candidates. HubSpot also helps connect the dots between marketing and sales, expediting the time it takes to convert leads to customers. When both marketing and sales have access to leads, your team can circle back often to keep leads and definitions up to date.

#2. SYSTEMATICALLY ENGAGE EXISTING LEADS WHO HAVEN’T HEARD FROM YOUR BRAND IN A WHILE

HubSpot’s powerful CRM knows which of your consumers are regularly engaged and which consumers might need a friendly reminder of your brand. With automation tools, customizable messaging, and traceable interactions, HubSpot marketing allows your business to reach existing leads at just the right time. 

#3. CREATE A TRUE OMNICHANNEL EXPERIENCE VS. ONE-OFF COMMUNICATION

Your consumers are constantly getting bombarded with emails and other loud marketing messages. HubSpot’s marketing automation tools allow you to reach customers at pivotal points in the buyer’s journey across multiple channels and continually engage. By using the automation tools and workflows in Hubspot, your brand can take care of top priorities while leads continually interact with your business.

#4. ENABLE LEAD ATTRIBUTION, DEMONSTRATING ROI FOR MARKETING EFFORTS

Knowing where winning customers come from is crucial for the success of your business. Start putting your marketing dollars in the places that make the most sense for your business by using HubSpot’s lead management tools. HubSpot benefits your business by creating custom attribution reports that help demonstrate and improve ROI.

#5. PLACE YOUR BRAND’S MARKETING ACTIVITIES IN A BEST-PRACTICE ECOSYSTEM

Keeping track of all your marketing strategies in a hodgepodge of spreadsheets can only go so far. By implementing and tracking all marketing activities under one roof, your business is automatically more organized, more focused, and more lucrative. HubSpot’s beneficial platform factors in hundreds of marketing best practices. This creates guardrails for your business and allows your entire team to be on the same page with the same goals.

Mastering the art of marketing for franchises and multi-location brands takes intentionality and practice. Unlike other brands, franchise marketing must account for varying demographics and preferences while still maintaining a cohesive brand image. Read on for our top five tips to optimize your franchise marketing efforts.

TIP #1. ENSURE STAKEHOLDER ALIGNMENT AT ALL POINTS IN THE PROCESS, AT ALL COSTS.

Imagine you and a friend plan to meet up for dinner at a chain restaurant, but neglect to specify which address. There’s no way to ensure you’ll arrive at the same location if all drivers aren’t completely on board with the details. The same is true in franchise marketing. All decision drivers must be on the same page, or the brand will arrive at varying destinations—ultimately confusing consumers and weakening trust in the business.  

TIP #2. CONSTANTLY COMMUNICATE WITH STAKEHOLDERS TO SHOW NETWORK VALUE.

As changes are made to the business, all stakeholders should be promptly included in the conversation. The key to successful franchise marketing is creating and maintaining synchronous brand assets. By consistently keeping stakeholders looped in, you’ll create credibility for the business. 

TIP #3. REPORT AND OPTIMIZE YOUR OVERALL PROGRAM FREQUENTLY.

Monitoring how your brand is doing is crucial to business success. Run reports on individual locations’ lead and brand performance, as well as the collective lead and brand performance. Consider how the two reports may be correlated. How can you improve success in individual businesses? How can you improve success of the overall franchise?  

TIP #4. STAND OUT AT TRADE SHOWS AND OTHER EVENTS WITH CLEVER ACTIVATIONS.

Trade shows and events allow franchises to generate long lists of leads in single days or weekends. Your business is likely one of dozens doing the same types of things at these events, so go big to stand out and be the center of attention. Consider how your brand may be able to captivate your target audience with a unique booth display, swag activations, or a riveting off-site event.  

TIP #5. DON’T LET ASSETS AGE.

As nice as it would be, your assets cannot withstand the test of time. Your audience needs to be regularly re-engaged and re-excited with new franchise marketing. Refresh copy and creative frequently in campaigns to nurture leads with fresh assets over a long period of time. 

Establishing a solid and cohesive brand identity is central to illuminating a business in any industry. Without assets that draw consumers directly to your ethos, your brand is likely to underperform and be perceived as unrecognizable when pitted against some of the best.

It’s important to develop an unmistakable and distinguished image that follows across all channels in order to stimulate growth within your target demographic. Here are a few ways strong branding and a refined visual identity could increase visibility and profitability for your business.

BRANDING BUILDS A CONSISTENT IMAGE

A brand with consistent and solid imaging increases profits by 33%. When you form a true and recognizable brand identity around your business, you accelerate the consumer’s ability to connect with you, your intent, and the services you provide. 

According to Brandgility, it takes the average consumer around 5-7 experiences with your brand for it to stick, meaning that a striking visual identity could make or break how your business is viewed in the marketplace and beyond. Consumers are often looking for these four factors when considering a purchase: consistency, quality, experience, and cost. 

Don’t be the outlier. Find a way to connect all the dots between yourself and your target audience. 

BRANDING PROMOTES CONTINUOUS GROWTH

Evolution is ingrained in the culture of brand ownership. Maintaining a stagnant and dated brand identity while your competitors are embracing the future will do nothing but reduce consumer interest and push you further from relevancy. An awareness of design and consumer trends as well as an understanding of the role technology and media play in maintaining a solid image can only elevate your approach. 

Though it’s important to set yourself apart from your competitors, you should do so in a way that doesn’t compromise your brand’s relatability. Experimenting with graphics, typefaces, and color schemes is vital to setting your brand up for success, but it has to be done sparingly—too much abstraction and you risk losing the attention and reliance of your consumer. 

Prove to your audience that you have an active interest in bettering your brand’s purpose. Falling into a place of docility and boredom with your brand will only reflect poorly in their eyes. Show them that you’re listening and are devoted to your brand’s growth.

CONSUMER RECOGNITION

There’s a reason why so few brands in the industry are able to stick to the same image over time. Reaching a status of timelessness with iconic branding is an endeavor that requires time, attention, and diligence, but it isn’t impossible—even for the smallest brands. If you can connect to your consumer and forge a lasting relationship with them, success will follow suit. It is ultimately them, along with trends in the market, that decide whether or not your brand identity has the staying power to reach peak recognition. 

We attach ourselves to our personalities and identities as a way to connect with others, so why not do the same between your business, its branding, and consumers?

Search Engine Optimization (SEO) is a digital marketing strategy that aids in securing your website a top ranking in leading search engines like Google. While you may have a stunning web presence that features elaborately constructed content and bold graphics, your prospective audience may miss out on these efforts if you fail to adopt sufficient SEO processing.

Maintaining a coherent and strategized digital presence is vital to growing your customer base and increasing revenue for your business. Consumers aren’t going to labor through pages of search results to find your services. Appearing within the first five listings of a search is essential to capturing the attention of engine users and capitalizing on their interests. Google needs to trust your website and its relevance in order to boost you higher and improve your rank in organic search results. Having an organized website with clear levels of content and services will make it more accessible to Google, thus increasing your web traffic and visibility. By partnering with an agency strong in SEO, you increase the likelihood of your business being seen within an often oversaturated market. 

Here are some other surefire ways to grow your digital presence: 

• Include an SSL certificate

• Use backlinks from other websites

• Consistently update your website with valuable content

REASONS TO INVEST IN SEO

Search engines are some of the most valuable tools we have at our disposal. With 93% of online experiences beginning with them, these platforms provide prime real estate for highlighting your business against top industry competitors. By outsourcing SEO to an agency experienced in organic search, your web traffic has the potential to multiply rapidly. Around 90% of people avoid going beyond the first page of search results on Google; don’t allow your business to go unseen. The higher you appear on the results page, the more likely consumers are to click on your web handle. 50-60% of people click on the first three results and, by the end of the page, the clicking percentage drops to around 2.4%. On any given day, 59% of internet users are utilizing search engines, so it’s essential to key in on this demographic in order to bolster consumer attention and retention. 

SEO additionally enhances the trustworthiness of your brand. With 28% of people feeling untrusting towards, and questioning the accuracy of, paid content, it’s important to consistently update your online presence with relevant and current collateral. Adopting the strategy of an agency proficient in SEO can aid in building a more reliable reputation for your business. 

CLICKS MAKE A DIFFERENCE

Click through rate is a key metric for your website. On average, the highest ranking results in a search will yield 27.6% of traffic, while also being 10 times more likely to be clicked. There’s no question surrounding the importance of refining your business’s digital footprint: the more accessible your content, the higher your yield of traffic. Enacting a sufficient understanding and process of SEO enables your business the staying power of other top brands in your industry. The further you rise to the top in a ranking, the more recognizable your business and its services will become. With only 10% of people clicking onto the second page of a Google search, only around .63% of them will actually navigate into any of the results. Consequently, if you’re not setting yourself up to be first, you’re allowing yourself to be last—seek out the strategies of a trusted agency that specializes in SEO today to rocket your business’ online presence to the top.

Luxury marketing for goods and fine jewelry requires smart strategy and an eye for aesthetics. Choosing lavish color schemes and classic styles can enhance the brand’s ability to communicate luxury to its target audience. Refine your luxury marketing efforts with these five tips.

TIP #1. LEARN HOW TO SHOOT DIAMONDS AND METALS.

Because diamonds and metals have the unique ability to reflect light, learning how to photograph the materials can mean the difference between communicating a luxury good and the average retail knock-off. Try out these few tips at your next shoot:

• For strong contrast, use darker background colors when capturing lighter-toned pieces.

• Position any natural shadows in a way that emphasizes the luxury good as the focus.

• Chose product positioning based on the product’s most striking characteristics.

• Consider developing a scene around the piece based on its end use.

TIP #2. MASTER THE PERFECT PHOTO COMPOSITION.

Yes, luxury goods are often sparkly, mesmerizing, and the focal point of a product image, but this doesn’t mean the rest of the photo composition should be neglected. Angles, focus, colors, background, foreground, and models should all be balanced to curate the perfect luxury marketing photography.

TIP #3. CREATE A COMPELLING, PROVOCATIVE STORYLINE FOR CAMPAIGNS.

Product imagery can only go so far. At some point, the consumer desires to connect with how a luxury good makes them feel after purchase or wear. To tap into this emotional side of luxury marketing, you’ll want to convince the consumer they’ll benefit from owning the product with compelling and proactive storylines that tap into their desires.

TIP #4. ENABLE RESELLERS AND RETAIL SALES ASSOCIATES.

Consider how you might be able to integrate retail sales associates and resellers into the entire campaign. How will the in-store experience reflect the feelings you want the campaign to evoke in your consumers? In what ways will your online campaign mirror the actual purchasing experience for the consumer?

TIP #5. SHOW THE PRODUCTS INCORPORATED INTO THE TARGET CONSUMER’S LIFESTYLE.

When consumers make purchases of luxury goods, they often do so to contribute to their overall lifestyle. Take advantage of this insight and highlight the end user’s luxury lifestyle within all campaign elements. Showcase their clothing, hairstyle, or career within the luxury marketing creative to add an additional layer of connectivity to the consumer.

Is your dental practice struggling to bite into established competitors’ profits? It’s tough to break into a market that a family dental practice has served for years. Clean up your dental marketing efforts with our top five tips.

TIP #1. THE BEST FORM OF PATIENT LEAD GENERATION IS WORD OF MOUTH.

Use social media to give your patients something to talk about to their friends and family. With over 4 billion users worldwide, social media is a highly valuable tool no matter what industry you’re in. Creating engaging social posts that will resonate with the target audience is one of our favorite ways to keep customers walking through our clients’ doors. Customer images, community events, and healthy recipes are three of the best types of content for patients to start buzzing about.

TIP #2. IF YOU DON’T HAVE A REFERRAL PROGRAM, DEVELOP ONE NOW.

Choosing a healthcare provider is a big decision. Patients want to trust their practitioner 100%, so it’s no surprise that they lean on other patients to make the important dental care decision. By setting up a referral program, you allow your dental practice to gain credibility and new clients. With such an easy form of dental marketing at your disposal, it’s practically a no-brainer.

TIP #3. LAND CONSTANT 5-STAR REVIEWS.

We know how much patients trust other patients, so reviews are a must in dental marketing. Additionally, positive patient reviews can be showcased in a number of ways—on social media, on your website, or even on print materials in your waiting room.

Consider the following ways you can increase the number of reviews for your dental practice.

• Simply ask your customers to leave reviews after a visit.

• Provide incentives such as discounts or non-profit donations for each review.

• Respond to all patient reviews online.

• Make the review process as simple as possible for the user.

The more 5-star reviews you can compile, the stronger your dental marketing will be across the board.

TIP #4. ENSURE PATIENTS KNOW ALL THE WAYS TO MAKE DENTAL CARE AS AFFORDABLE AS POSSIBLE.

Dental care is a necessary, but sometimes costly, endeavor for many consumers. Educating your patients about payment plans and resouces such as HAS and CareCredit will let them know you empathize with their needs and want to make the dental experience as pain-free and affordable as possible. Get your patients started with the basics of dental insurance and affordability.  

TIP #5. FOCUS ON YOUR PEOPLE AND YOUR SPACE. THAT’S WHAT SELLS.

As humans, we naturally feel more connected to brands when we can see ourselves within genuine marketing. Showcasing real patients, the authentic dental experience, and giving patients a behind-the-scenes look at business happenings are what really bring your brand to life and connect with the consumer.