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How Marketers Use HubSpot Marketing Automation to Drive Traffic and Leads

Marketing automation makes everyday marketing tasks easier for your whole team. You simply need to find the right solutions that fit your needs. 

Using the best marketing software, like HubSpot Marketing Hub, helps you reduce repetitive tasks so you can focus on activities that are more important to achieving your marketing goals. Some of the tasks that are automated with Marketing Hub include social media posting, ad campaigns, email marketing, and more. 

Let's explore how HubSpot Marketing Hub can be used by every person on your marketing team to help them complete their critical responsibilities and tasks in a more efficient way.

The Most Common Digital Marketing Roles and Responsibilities

Marketing departments help to fuel the success for an organization in many ways, like building brand awareness, driving qualified traffic to the company's website, and converting people into leads that the sales team can engage with.

Needless to say, digital marketing has a variety of moving parts that require marketing experts to handle and manage all kinds of different initiatives. Here are some of the most common digital marketing roles and their responsibilities and job duties.

Marketing Specialist

Marketing specialists are among the most common types of marketing positions. They are responsible for planning and creating marketing campaigns that help a company grow and gain visibility with their target audience.

Some of their job duties include:

  • Researching current marketing trends and determining market demand for a product or service.
  • Managing an organization's website.
  • Tracking website traffics.
  • Developing presentations for sales teams based on data collected from research on marketing trends, new products, pricing, and competition. 
  • Editing and posting content.

Social Media Manager

A social media manager is responsible for managing all of a company's social media accounts and for running successful social media marketing campaigns. The goal of the social media manager is to generate brand awareness and interest in a brand through various channels. 

The interest they generate should boost the amount of qualified leads in the organization's contact database, which sales teams can then engage with and nurture through the buyer's journey. 

A social media manager's primary job duties include:

  • Creating a social media posting calendar.
  • Engaging with followers and influencers.
  • Tracking and reporting social media trends to adjust their efforts accordingly.

SEO Specialist

A search engine optimization (SEO) specialist's primary responsibility is to improve search ranking results for websites. Their job duties may include:

  • Selecting appropriate keywords to target in the team's content marketing efforts and optimizing websites using the most up-to-date SEO trends and tactics.
  • Ensuring that an organization's website is optimized for a good user experience so site visitors don't bounce from a website early.
  • Tracking and analyzing SEO campaigns to ensure they are effective at driving organic traffic in a sustainable manner.

Marketing Copywriter

Marketing copywriters have many responsibilities. They often produce written content for webpages and business blogs. They also collaborate with search engine marketers, content managers, and social media managers to help them write better copy that audiences are more receptive to.

Some of a digital marketing copywriter's job duties include:

  • Tailoring written content according to the needs of the target audience.
  • Collaborating with other teams to ensure webpage copy matches well with graphics and fits into the overall design of the page.
  • Writing blogs, social media posts and captions, ebooks, whitepapers, infographics, and video scripts.
  • Assisting with business pitches to gain new clients and projects.

Digital Marketing Manager

Digital marketing managers are responsible for attracting prospects, qualifying prospects, and converting them into leads. They are also responsible for making sure the rest of the marketing team is aligned and on track with their objectives and goals.

Here are some of the job duties of a digital marketing manager:

  • Developing, implementing, and managing marketing campaigns to promote the products and services a company is offering. 
  • Enhancing brand awareness across multiple digital channels.
  • Measuring site traffic, identifying and evaluating new digital technologies, conducting email marketing, optimizing marketing campaigns, and using web analytics tools for display and search advertising.

Brand Manager

Brand managers are responsible for keeping up with marketing tends and performing competitive analyses to ensure the products and services a brand offers stay relevant and in demand for their customers and prospects.

Some of a brand manager's job duties include:

  • Performing market research studies.
  • Gathering important brand and sales data.
  • Developing custom brand management campaigns for products.
  • Contributing to branded designs, including packaging, websites, or other branded collateral.

Content Marketing Manager

A content marketing manager is responsible for marketing all of the content an organization produces. They often manage content such as ebook publications, guest blogging, email communications, webpage copywriting, in-house blogs, and marketing campaigns.

Some of the job duties a content marketing manager performs includes:

  • Create, edit, and improve content that the audience is interested in to drive conversions.
  • Execute an editorial plan and content marketing strategy based on SEO best practices.
  • Categorize, structure, distribute, and manage content.
  • Analyze content website traffic metrics.

Digital Marketing Director

Digital marketing directors are responsible for developing a brand's strategy, leading marketing teams, and creating campaigns that lead to more brand awareness to increase sales for an organization.

Some of the other responsibilities and job duties of digital marketing directors include:

  • Leading marketing teams and assisting them as necessary to complete projects.
  • Identifying customer trends and adjusting marketing plans accordingly.
  • Allocating marketing budget funds across digital marketing channels.
  • Coordinating with sales to adapt marketing strategies.

Marketing teams can be truly unstoppable if they're equipped with the tools and resources they need to complete their duties and overcome the obstacles that prevent them from hitting their goals. 

The Biggest Marketing Challenges Slowing Down Business

You aren't alone with the marketing challenges you may be facing in your organization. Every marketer can improve some aspect of their marketing process to help them achieve the goals and objectives that are falling to the wayside.

Here are some of the biggest marketing challenges that slow down businesses, along with some tips to help you overcome them.

Hiring Top Performing Talent

Many marketers report having issues with finding and hiring good talent to fill crucial marketing roles. The demand for top marketing talent has gone up in recent years as companies shift their focus and resources to inbound marketing

Finding and evaluating candidates with the right skills can take months, which leaves important positions open for a long time, creating strain within the marketing team. This may cause a reduction in productivity or the quality of work being delivered.

Employers have also changed the skill set they're looking for. A recent LinkedIn report mentions that employers want marketers with a combination of soft creative skills and hard technical skills, and so far these individuals have been difficult to find. 

Tips for Finding Talented Marketing Professionals

Make sure you have an accurate understanding of your actual expectations for specific job openings. For instance, you can ask yourself these questions:

  • What will the new marketer's duties and responsibilities include?
  • What skills are required for those duties and responsibilities?
  • What goals or challenges will the new marketer be facing?

Once you have a good understanding of these considerations, make sure you post your job openings where talented marketers will search for positions like yours. Standard job hunting sites are good, but you may also consider posting job listings on sites that are dedicated to marketing.

Lastly, make sure you post good job descriptions that focus on the essentials that people value in their careers.

Training Team Members

Companies are growing faster than ever before, and the technology they use continues to evolve, which makes it difficult to keep team members up to speed.

Training your team members to adapt to new trends and internal processes and making sure they are reaching their full potential is a challenge for many companies. 

Tips for Supporting Your Marketing Team Members

Assess your current marketing team's standing in your company. Take a look at your employees' strengths and weaknesses, passion, levels of expertise, and their contribution to the bottom line. Then, determine who needs more coaching and training.

Develop a training plan for them by combining one-on-one trainings, in-person or group trainings, and online certification courses. 

Generating Quality Traffic and Leads

A top issue in marketing across job titles is generating traffic and leads. In fact, a survey conducted by Vital in 2019 found that about 26 percent of marketers face challenges with getting more leads. 

A top priority for marketers in 2020 was to generate more traffic and earn more leads. With so many platforms to choose from to help with marketing and promoting your products and services, it's difficult to know the exact channels you should focus on. 

Tips for Earning Meaningful Traffic and Qualified Leads

If you want to generate more traffic, you have to evaluate your current strategies and ask yourself these two crucial questions:

  • Are you creating high-quality content that people would actually want to consume?
  • Do you know the type of content your audience really wants to engage with?

Exclusive content for customers is a popular 2020 marketing tactic that many companies adopted to capture their audience's attention. The format they want to see content in has changed as well. Most consumers (53 percent of them) want to see more video content from marketers in the future rather than blog posts.

Knowing the content your audience wants helps you to shift your focus to creating the type of content that resonates best with your audience. After you begin creating that content in the format that your audience prefers, you can determine the best channels to promote it on so your audience takes notice.

In essence, create something that stands out from the flood of content that your target audience sees every day. This will likely grant you more email opens, link clicks, and new site visitors. 

Measuring ROI and Customer Acquisition Costs

Year-over-year marketers struggle to find out what their actual return on investment (ROI) is for their marketing efforts.

It is important to know your ROI for different marketing tactics so you can ensure that the initiatives and marketing channels you use aren't costing you more than the profits you are making from the customers earned by them.

This goes along with making a case for increasing your marketing budget for the following year. Chances are you won't be able to increase your budget for the things that you need if you can't prove their value. 

Tracking your marketing activity ROI is no easy task, especially if your sales and marketing reporting is not aligned.

Tips for Calculating Accurate Marketing ROI

Finding the right ROI mostly begins with the software you use. Solutions like HubSpot CRM and HubSpot Marketing Hub help you to establish links between marketing activities and sales results.

With this software, you can easily see the data that you need to determine a clear return on investment for your marketing efforts.

You can also develop an SLA (service-level agreement) between your marketing and sales department to get both teams to commit to closing the gap between them.

Managing a Website

Managing a website still remains a concern of many marketers. However, it has been less of a threat in recent years as many hosting sites make managing a website easier. 

According to The 2018 State of Inbound Report, the real problem for marketers is finding the right tools to help them with website management. This year, about 63 percent of marketers were thinking about making a website upgrade. 

Some website management issues include anything from writing and optimizing content to designing responsive and beautiful websites. 

Tips for Simple Website Management

Grade your website to see how it measures up to over one million other websites. This helps you identify the areas that need work and research resources and tools that will help you to increase your website grade.

Find the best CMS that makes it easy for marketers with no coding experience to make webpage edits. And if your website challenges are related to the size of your team, search for freelancers who can work on a temporary basis to make your website the best it can be. 

Allocating Marketing Budget Funds

Without the right funds, it is hard to create winning marketing campaigns. Your budget may be stretched thin, but even if it is not, it may still be difficult for you to find the proper channels to invest in for your marketing campaigns. 

It's actually quite common for marketing teams to see an increase in budget. In fact, In 2020, marketing budgets increased for 64 percent of marketers. This is a great opportunity, but you need to know where and how to use those resources. 

Tips for Allocating Marketing Funds Properly

Track your marketing efforts separately, and look at their marketing channels to see which tactics have the highest ROI. Start focusing more on the efforts that bring in more traffic and conversions. Allocate extra funds to those tactics, and don't be afraid to leave other tactics behind.

You may also consider leaving room in your budget for miscellaneous tactics and marketing trends that may come up if you want to try new marketing channels or tactics.

Marketing automation software can help alleviate many of the challenges marketers face today. It can help streamline their work and provide them with the insights they need to focus on the most important strategies and tactics. 

How HubSpot Marketing Hub Helps Every Marketing Professional

HubSpot Marketing Hub is the best full-stack marketing software that helps companies to grow more efficiently. Marketing Hub has features for all marketing professionals to use so they can perform better and meet company objectives quicker. 

Here's how HubSpot helps marketing teams thrive and hit their goals: 

Measure Actual Marketing ROI With Custom Reporting Tools.

Marketing comes with campaign reporting that allows you to easily see the contacts, deals, and revenue generated due to your marketing efforts. Even if you don't see a report that provides you with the data you need, HubSpot allows you to create custom reports. 

These custom reports can measure performance using a variety of data points. Once you are finished generating your reports to measure your ROI, you can share the results with your whole team. 

Manage and Edit Websites Easily With Its Landing Page Builder.

The landing page editor comes with drag and drop tools, templates, and smart forms, making it easy to convert visitors in no time. 

With these features, marketers can create beautifully designed webpages with ease that look great across all devices. The best part: You won't need help from developers. 

Improve Your Lead Management Process With Lead Tracking Tools.

Have you ever wanted to know exactly how your leads interact with your brand and your website? Get an accurate picture for each lead with lead tracking and management through Marketing Hub. 

With the data you collect, you can segment and nurture contacts according to their actions. It also allows your sales team to more accurately score their leads.

Optimize Every Marketing Strategy Using In-Depth Analytics.

Decision making is difficult when you don't have accurate data to inform your initiatives. Marketing leaders can take advantage of the marketing analytics features within the Marketing Hub.

The built-in analytics can be tied directly into your campaign activities. These important data sources are presented on your dashboards and reports. This way, you know exactly what is going on with your marketing efforts at all times. 

Capture More Leads With Easy-to-Use Content Creation Tools.

Marketing Hub comes with a blog creator that is filled with tools that help you to optimize your blog content for conversions. For examples, you can easily insert beautifully designed CTAs directly into your content.

The content creation tools help you to keep all of your content consistent with your brand style and engaging for your audience.  

Create Effective Email Campaigns Using a Library of Email Templates.

Email marketing can be a time consuming task for marketing managers to deal with. Marketing Hub includes tools to make creating optimized email campaigns simple. Your emails will look professionally designed with the preset templates offered with HubSpot Marketing Hub. 

You can also create email sequences that automatically send emails to your prospects and leads to nurture them until they make a purchase.

Maximize Your SEO Results Using Expert Optimization Advice.

SEO specialists can use HubSpot Marketing Hub to build their organization's search authority to outrank competitors using the built-in SEO tools. These tools can help with creating a content strategy and even help you optimize your content as you type, providing you with suggestions as you go. 

These are only some of the many advantages that Marketing Hub can provide your marketing team. As you consider your marketing automation software options, you may need some assistance. Take a look at our checklist for finding the right digital marketing software for you.

The Digital Marketer's Software Shopping Checklist

Selecting software to help you automate your marketing tasks is essential to helping you through some of the most common marketing challenges.

Here is a helpful checklist with aspects for you to keep in mind as you research digital marketing software to purchase:

Team Size: What is your team size? Does the software you are interested in support your team size?  
Business Objectives: Does this software have the features you need to help you meet your business objectives?   
System Requirements: Did you check to make sure the software works with your equipment? Does it have proper safety features?  
Pricing: Is this software within your set budget? Does it have an appropriate package or subscription for your needs?  
Integrations: Does this software offer integrations with other programs that you already use?  
SEO: Can you use this software to improve your ranking potential in SERPs?  
Ease of Use: Is this software something your team can learn how to use easily? How about team members with little to no tech knowledge?  

Marketing automation software like HubSpot Marketing Hub can help you to overcome your marketing challenges for each marketing professional on your team.

Take advantage of all of the Marketing Hub's great features today to help you gain insight into your marketing activities to continue achieving your goals.

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Erika Giles

Erika Giles

Erika is a Marketing Copywriter at Bluleadz. She is a huge fan of houseplants and podcasts about conspiracy theories. She spends most of her free time reading, writing, and enjoying the outdoors.