Having great ideas is one thing
With digital marketing the biggest advantage is the ability to take an idea and run with it in the shortest possible time. You can literally have an idea overnight, build an approach with landing pages on CMS Hub and test out if its working with display ads or lead generation.
Content is the foundation of everything. And you can use your website as proving ground for strategies and concepts. Building a new landing page or content pages on the same theme requires little technical expertise and can be managed with drag and drop functionality.
You don’t have to worry about the underlying tech because everything is tested continually. Marketers should be able to roll out concepts and test them with customers without a huge gap in between.
As many landing pages as ideas
On a landing page, you get feedback pretty quickly. You see the number of visitors, the response to the concept and whether it seems to be engaging users. You can test out headlines, features and benefits or simply different expressions of the same content to see what gets traction.
HubSpot tracks each of the variations and automatically begins to drive traffic towards the pages that get the best response. That saves even more time because you don’t have to wait to evaluate results before going with a concept.
Imagine you wanted to test out a few gift offers for an upcoming shopping season. Variations within the same concept will tell you what resonates with visitors and what gets their attention. You can switch to the concept with the most traction, knowing fully well that it has a much better chance of success than going in with one or two variations.
Do this for lead generation as well
Testing lead generation pages before deployment is crucial to building the company sales funnel. Before you begin a campaign, use the power of CMS Hub to test which concepts and pages generate the best response.
When you try out several pages, you get a sense of how customers see problems rather than how they are defined internally. This is often hard to evaluate until multiple approaches are tried. Several companies have seen that what they consider a trivial benefit is what customers see as major value.
It’s important to get these nuances right instead of going by what the market has been doing over the years, or the ‘common wisdom’ prevalent in the market. This approach to lead generation also yields great insights for developing content and building relationships with customers.
Do things you haven’t done before
The best thing about working on your own company website is the vast range of options that open up with CMS Hub.
If you haven’t used email marketing before, adding it to your marketing activities is simple. Use it to keep in touch with customers on a regular basis, or get a boost during the launch phase of a product from the company.
With external media, you are bound by the rules and conditions they set. With your own website, you can truly begin to tap into the pulse of your customers and the market.
The cost of experimentation is limited to the generation of content and evaluating response. Generate content valuable to customers and ranking will rise. A common misconception is that competitors are the ones who benefit when a company provides information for free.
What is missed is the way this builds trust. If a company educates its customers on the use of the product, authority and trust is built by default. That’s how customers build long-term relationships because they see that the company provides huge value even before commercial transactions have commenced.
Take a look at how Netflix discusses the finer points of streaming – by making it open to the community, they establish how well they know the technology and the advances they have made.
That’s what good content can achieve – authority and trust.
At BlueOshan, we have been working with HubSpot’s CMS Hub for a while and our design and development skills have grown manifold over time. Be it your existing installation or a new one that you are planning, our CMS consultants will be happy to support you.