Every client has very specific needs; and to find the most appropriate solutions, it’s crucial to thoroughly understand their most pressing challenges. This is what we did with a client seeking to expand their brand awareness and to provide services their target audience already was seeking.
The most important first step for this client was to set up their HubSpot Marketing Hub and learn how to maximize all their tools to support their long-term goals of generating new members and increasing donations.
Our client is a nonprofit Christian organization that specifically attracts younger generations. This includes Gen Z and millennials, and a smaller percentage of Gen Xers.
Primary Client Pain Points
They wanted to establish a broader online presence, especially in a post-pandemic world. Their live streaming capabilities support building this online community.
Their strategy was to provide immersive content that would help them grow — both their digital and in-person community.
HubSpot Services Provided
The kind of reach the client desired needed an effective inbound marketing strategy, so we assisted them in using such tools within HubSpot.
HubSpot Service #1: HubSpot Marketing Hub Professional Implementation
The client needed assistance with setting up their HubSpot Marketing Hub to help them attract the right audience, track their user behavior on their website, and gather data to implement lead nurturing campaigns.
We installed HubSpot’s tracking code across their website, and created custom properties to segment their database. We then imported their contacts into their HubSpot CRM, and integrated the Marketing Hub with their social accounts and tech stack.
We then defined their buyer personas in order to create properties within HubSpot, and defined their lifecycle stages so that we could set up marketing automation.
Implementing all of these practices set the stage for gathering website users’ data in order to better serve them according to their specific needs and circumstances. In turn, this increases the likelihood of turning them into customers.
HubSpot Service #2: HubSpot CMS Implementation
To ensure maximum efficiency with automation, we built templates for emails, their newsletter, and landing pages.
We also helped them build a blog on HubSpot’s content management system (CMS), as well as show how to incorporate search engine optimization (SEO) best practices. This would enable them to bring more organic traffic to their website and help establish themselves as leaders within their industry.
There’s one caveat, however: In order to do so, it’s crucial to post consistently. The more readers see you, the more they come to trust you as an expert. And the more content you publish, the more pages Google has to index — increasing the likelihood of people finding you every time they do a related online search.
HubSpot Service #3: Ongoing HubSpot Consulting
The client wanted to continue receiving ongoing support while using HubSpot’s Marketing Hub.
While they learned during the implementation process about different tools that could help them reach their goals, they requested assistance in planning their marketing campaigns, repurposing some of their content, and taking advantage of our certified HubSpot experts’ knowledge
As such, we helped them create their initial email campaign. In addition, we assisted them in creating and studying their reporting dashboards. This helped them identify what’s working within their campaigns and what needs modifications — both to improve on existing campaigns and to make data-driven decisions for future campaigns.
As a bonus, they could then put these processes in writing to assist existing team members, as well as future hires.
How HubSpot Marketing Hub Is Supporting Their Growth
After we created their marketing email templates, their most recent 90-day email report shows a 14.7 percent open rate, and a 12.7 percent clickthrough rate — which is an extraordinary number for a nonprofit organization, which typically sees a 2.79 percent open rate.
In addition, thanks to our HubSpot implementation services and SEO recommendations, they experienced a significant spike in website traffic from all sources: organic, social, and email marketing. In total, they experienced a 90 percent increase in page views, and they generated 617 new contacts.
While these numbers are impressive, the client has also received value from our HubSpot training and consulting services. Before contacting Bluleadz, they didn’t know how to manage their HubSpot, and now their team is equipped with the knowledge they need to unlock the full potential of their Marketing Hub and other tools within their portal.
We provide continuous support to help them continue building their online presence through content marketing, paid media, and other marketing channels. This sets them up to expand their following and increase donations over the long term.
Alejandra Zilak is a content writer, ghostwriter, blogger, and editor. She has a bachelor's degree in journalism and a Juris Doctor. She's licensed to practice law in four jurisdictions and worked as an attorney for almost a decade before switching careers to write full time. She loves being part of the Bluleadz team and implementing SEO best practices with her content. When not working, she loves to read, write fiction, and long distance running.