Marketing Eggspert Round-Up: Customer Service

Customer Service is a very important factor of your business and it cannot be overlooked or you’ll lose customers very quickly. In this Marketing Eggspert round-up I’ve included posts discussing online customer service, branding, customer service rules, video, remote service team, customer service strategy and more. What Yummy Cupcake’s Customer Service Can Teach Your Small…


5 Simple Site Updates That Don’t Require Development Expertise to Implement


Developers can maneuver wireframes, CSS, API and plugins to create beautiful sites that meet the functional requirements of your brand. But no website — no matter how current —should be static. As your needs evolve, it’s important to have the flexibility to quickly make small changes and updates to your site without overhauling its underlying framework month-over-month.

With the help of the right tools, it’s easier than ever for marketers to make small tweaks to their website that free-up developers for more technical projects. We’ve laid out five simple updates that can have a big impact on your conversion rates that don’t require a background in design and development in order to implement.

1. Change navigation items and links

A simple way to ensure prospects are moving through your site as you intended is to check that your navigation architecture and conversion points are sound. If you find that visitors are disengaging after visiting specific pages or are not following your intended engagement pathways, make sure that your conversion links are accurate and not sending visitors to 404 error pages.

Updating existing URLs for accuracy and legibility can also help search engines catalog your pages and direct more organic traffic to your site. Long URLs are known to negatively impact a page’s responsiveness, so when you’re adding top-level links be sure to keep URL names concise.

2. Quickly update hero copy and imagery

Updating the content on your site is one of the easiest ways to make sure your messaging is relevant and accurately reflects your current product/service offerings. With the help of platforms like HubSpot, replacing copy and images on your website shouldn’t require you to alter a page’s code.

Pictures uploaded to HubSpot’s File Manager can be easily resized and swapped with existing images. Header and body copy can be edited on the page itself using the “edit page” toggle. When adding additional copy, keep the dimensions and layout of the page in mind so that you don’t run into formatting issues that require additional templates.

Download our HubSpot COS Case Study to learn how New Breed leveraged the COS to  meet and exceed our goals

3. Create new CTAs

Your developers should have created a default CTA style template that you can use to create new CTAs on your site without worrying about compatibility. Whenever you create a new content resource, a new CTA should be created in order direct readers to the new asset via relevant content. The ability to create and update CTAs can also help you hone your conversion strategy, allowing you to A/B test what CTAs are seeing the most engagement and determine what parts of your funnel are garnering conversion rates.

4. Integrate tracking code scripts for Hotjar and Google Analytics with your site

If your site is hosted on a platform like HubSpot, adding Hotjar and Google Analytics code into your marketing platform is quick and easy with huge potential payoffs. By integrating these analytics platforms with your site, you’ll be able to accurately track web traffic, better monitor site engagement behavior and silo data into a central location to streamline reporting.

To integrate Hotjar and Google Analytics with your HubSpot marketing hub, login to your respective accounts to obtain necessary tracking IDs, then simply copy and paste your ID into the appropriate boxes in the HubSpot tool.

5. Clone existing templates to rearrange or remove modules or add a new page

While attempting to develop a new module from scratch isn’t advisable without design and development expertise, cloning existing modules is a great work-around if you’re looking to make simple page changes or additions. By cloning a pre-developed page, you can easily create an identical template to populate with new copy. Using a cloned template will also allow you to execute simple customization, like eliminating or adding pre-developed modules to fit your goals and content needs. Be wary of playing with larger site changes beyond cloning, as these could have negative ripple effects across your site if not implemented correctly. For more ambitious redesign projects, consult a developer to make sure your intended changes are possible and pertinent.

To learn more about the advantages of using HubSpot for your web design and management, download our ebook below.

New Call-to-action

Understanding the New Buyer’s Journey


You’re familiar with the buyer’s journey — the logical progression that a consumer follows when researching and ultimately deciding on a solution to purchase. It starts when a buyer becomes aware of a pain point and recognizes their need for a solution. After some initial research, they reach the consideration stage of their buyer’s journey in which they evaluate different available solutions. Once they’ve compared the features of each contender against their own needs and objectives, they start to make a purchasing decision.

But the new Inbound buyer’s journey extends beyond the decision phase, continuing long after a deal is won. It starts with the same three pillars that marketers know and love, but takes these to the next level by adding essential post-decision touch points to ensure long-term customer retention and satisfaction. We’ve laid out each stage of the new Inbound buyer’s journey to help you retain customers and sustain long-term growth long after a lead becomes a customer. 

Awareness Stage

In this initial stage, a buyer attempts to put their specific pain point or need into context. Search queries for the awareness stage usually take the form of questions. For example, someone in the awareness stage of finding a content marketing product might search for things like, “How to create a content marketing strategy,” “reasons for a high bounce rate” and “what is CRO?” 

When people are in search mode, it’s the perfect time to capture their attention with keyword-optimized content, PR, outreach, educational events and webinars. Expand your reach by promoting content on platforms where your ideal buyers are spending the most time. In order for prospective customers to find you through organic web searches, you must create educational content that speaks to their pain points and position in the buyer’s journey.

You don’t want just anyone visiting your site; you want to attract people who are most likely to become qualified leads and ultimately, happy long-term customers. But how do you attract the right traffic? By serving up relevant and timely content. Visitors and leads who find your top-of-funnel (TOFU) content useful are primed to move onto the next stage of the buyer’s journey: consideration.

Consideration Stage

Once a prospect has identified the cause of their pain point or identified a possible means of achieving their goal, they move into the consideration stage. In this stage, they evaluate all available options that could help solve their problem or help them reach their desired goal.

While TOFU content should be designed to educate prospects, it’s here in the middle of your funnel (MOFU) where you should begin to demonstrate why your solution is the right choice and attempt to both educate leads and weed out prospects who aren’t a good fit for your business.

MOFU tactics range from email marketing and blogging to paid ads and remarketing campaigns. In order to nurture visitors into becoming leads, you’ll also need a reliable means of capturing their information. Optimize your form strategy to make this step of the conversion process as easy and seamless as possible. Use information gathered from form fields along with engagement data to make smart decisions about what resources will best resonate with a prospect’s self-identified objectives (and share them accordingly).

After a lead has downloaded one of your TOFU offers, follow up with the next logical piece of mid-funnel content to build on the knowledge you’ve helped them accrue. If they’re spending time on your solutions page, make sure that they can easily view relevant case studies. Implement a lead scoring system in which you track qualifying metrics to accurately gauge a lead’s fit and interest level. Doing so will help you determine when it’s time to pass a lead over to sales (or time to walk away if they’re a poor fit for your brand). Once you’ve offered extended engagement strategies to nurture leads and build rapport and trust, they should be able to confidently move on to make a purchasing decision.

Download our Ultimate Guide to Inbound Marketing to learn how to build a  successful, optimized strategy.

Decision Stage

Everything’s going according to plan; the prospect found you way back during their awareness phase, they’re intrigued by the resources they’ve read and they’ve finally moved into the decision phase.

Without proper nurturing, your bottom-of-the-funnel (BOFU) offers and calls-to-action (CTAs) probably won’t resonate or convert new leads. By lining up your content and overall nurture strategy with the buyer’s journey, you’ll ensure that prospects have plenty of opportunities to engage and learn about your services before reaching the bottom of your funnel. If they’ve been properly nurtured throughout their buyer’s journey with relevant content, they’ll be more likely to follow through on BOFU offers like product demos, product-specific downloads and consultation calls.

Optimize around the decision stage by providing relevant BOFU content and conversion opportunities across your site. You should also align your marketing and sales teams by equipping sales with powerful content assets to help them close the deal. But the new buyer’s journey shouldn’t end once you’ve closed the deal — after you’ve won a prospect’s business, it’s time to begin thinking about growth.

Growth Stage

Happy customers lead to low churn rates and greater customer lifetime value, so it’s important to set customers up to leverage your product or services effectively and see maximum results. At this stage of the buyer’s journey, focus on growing customer engagement with your offering and extending your reach within a customer’s organization.

Often times, companies notice that their clients are not aware of or are not using components of their product or services to their greatest advantage. Avoid encountering any resistance to adoption by implementing a thorough onboarding process in which you clearly set expectations and identify valuable customer resource hubs and community forums. Continue to educate clients on how to best leverage your product and take advantage of new features to keep them engaged and create future upsell and cross sell opportunities.

Avoid high churn rates and post-purchase frustration by keeping lines of communication open and frequently checking in to see if a customer is using your solution to its full potential. Focusing on growth will also give you a leg up on the final stage of the new buyer’s journey: delight.

Delight Stage

Happy customers can become brand evangelists with the right mixture of nurturing and support. Once your customers are fully onboarded and using your offering to make an impact within their organization, focus on keeping them satisfied and engaged.

Offering promotions is an effective way to show customers that you care and sustain engagement in the delight stage. Stay active on social media to maintain your brand personality and engage with customers in their preferred social habitats. Keep your blog active and updated as a reliable source of information on best practices and product updates. In addition, set up client-specific nurture campaigns tailored to the unique needs of current customers. The inbound way is all about providing a remarkable customer experience at every touchpoint, so be sure that your strategy accounts for all engagement fronts. 

There’s no rule that says you can’t take a more nuanced approach to your client relationships. Think of your product delivery as a partnership in which both sides reap the benefits. If you stress the symbiotic nature of your relationship, your client will trust you to help them accomplish their goals and will be more likely to refer leads back to you, thereby continuing to fuel the new buyer’s journey.

Interested in learning more about perfecting the inbound buyer’s journey to drive sales conversions? Download our Ultimate Guide to Inbound Marketing below.

Ultimate Guide to Inbound Marketing visual CTA

[BOOK REVIEW]: Explosive Growth: Finding Inspiration in Cliff Lerner’s Mistakes

Cliff Lerner’s book, Explosive Growth: A Few Things I Learned While Growing To 100 Million Users And Losing $78 Million, does the surprising: it highlights the mistakes he made in launching and fundraising for his online dating startup rather than his successes. Readers can take away his “what not to do” lessons and apply them to their own startups or small businesses.

Marketing Eggspert Round-Up: Twitter Marketing

Twitter marketing is the hot topic this week for the Marketing Eggspert round-up. Including posts about hashtags, community building on Twitter, common mistakes, advanced Twitter marketing, custoer service and more. Tips for Successful Community Building on Twitter for Your Brand – Some understand that it’s important to have a Twitter profile, and to generate engagement from…