If you use HubSpot, you may or may not be familiar with the campaigns tool. If you’re not, you'll likely find this article useful in setting up campaigns for your business. HubSpot’s user guide provides step-by-step instructions on how to create a campaign in HubSpot.
Campaigns allow you to monitor the performance of your marketing and advertising efforts and make adjustments for future success. A great way to think of a way to build out your campaigns is to base it on the services your company offers. For example, a company that provides inbound marketing, website design, graphic design, and video services can create a campaign around each of these distinct services.
I have my campaigns. Now what?
After you have all your campaigns built in HubSpot, it’s time to assign your online content to the appropriate campaigns. For example, you can assign blog articles and social media posts to specific campaigns. If you already have content assigned to campaigns that don’t seem appropriate, it’s simple to go back and reassign campaigns as you see fit.
How do I use the campaigns tool to develop new topics?
Once you have assigned relevant content to your campaigns, you’ll want to periodically go into the campaigns tool and click on specific campaigns to view their performance. There, you will see a list of items similar to those in the image below.
Each piece of content published or posted in this HubSpot account is associated with its related campaign. Here, you can see the performance of landing pages, emails, calls to action (CTAs), blog posts, social messages, pay-per-click ads, workflows, and other efforts related to a specific campaign. If you separated all of your services or products into campaigns, you can gain valuable information about your marketing efforts, which you can use to produce additional relevant content that appeals to your potential customers.
Can you have too many campaigns?
The ideal number of campaigns varies case by case, but generally, you’ll want to devote one campaign to each specific offer, product, or service. One way to avoid having too many campaigns is to make sure each is clearly marked; if multiple team members use your HubSpot portal, then it will be easier for them to accurately associate each piece of content with the correct campaign. It’s a good idea to review your campaigns a couple of times a year to eliminate redundant ones and avoid confusion among your team members.
Did you know you can track ads with the campaigns tool, too?
When we set up a new advertising campaign in Facebook or Google AdWords, we are able to create a tracking URL for the ad so it can be tracked immediately in HubSpot’s campaigns tool. Cool, huh? This is much simpler and less time consuming than manually pulling the numbers to determine how each ad is performing.
Once you have the URL for the ad, copy that URL and paste it into the ad where the regular URL would normally go. Here is a picture of what the screen looks like when you click “Create a Tracking URL.”
I found that after using the campaigns tool, my workday became a little easier because I am able to monitor the results of these campaigns to tell me how my marketing efforts are working. If I’m getting a ton of views on a landing page but few conversions, then I know something about that landing page needs to be optimized. When I go to another campaign and see that the views and conversions are high, I can think about what I’m doing differently for that campaign and use the information to improve performance elsewhere.
If you’re struggling with any of your marketing efforts or website performance, schedule a consultation today with one of our staff members to learn how we can help!