How to Set Up an Automated Marketing Campaign in HubSpot to Capture Website Visitors

Introduction

In today’s competitive digital landscape, capturing and nurturing website visitors is crucial for business growth. HubSpot, a leading marketing automation platform, offers robust tools to automate your marketing efforts effectively. This guide will walk you through setting up an automated marketing campaign using HubSpot to capture website visitors and add them to an email marketing campaign.

By the end of this guide, you will have a clear understanding of how to use HubSpot to attract potential leads, engage them with personalised emails, and convert them into loyal customers.

Understanding the Basics of HubSpot Marketing Automation

What is HubSpot?

HubSpot is an all-in-one platform for marketing, sales, and customer service, designed to help businesses grow by attracting, engaging, and delighting customers. Its Marketing Hub includes tools for content creation, social media management, lead generation, marketing automation, and analytics, all aimed at improving your marketing strategy.

Key Features of HubSpot for Marketing Automation

HubSpot’s marketing automation features include:

• Lead capture forms: Collect visitor information via customisable forms placed on your website.
• Email marketing tools: Create and send targeted email campaigns to engage and nurture leads.
• Workflow automation: Automate repetitive marketing tasks, such as sending follow-up emails, to improve efficiency and consistency.

Why Use HubSpot for Marketing Automation?

Using HubSpot for marketing automation provides several benefits:

• Efficiency: Automate time-consuming tasks to focus on strategy and creative content.
• Personalisation: Segment and personalise communication to different audiences.
• Integration: Seamlessly integrate with other tools and platforms to create a cohesive marketing strategy.

Step-by-Step Guide to Setting Up an Automated Marketing Campaign in HubSpot

Step 1: Create a HubSpot Account and Access the Marketing Hub

If you don’t already have a HubSpot account, you’ll need to create one. Visit the HubSpot website and follow the registration process. Once you’ve signed up, log in to your HubSpot dashboard and navigate to the Marketing Hub.

Step 2: Install the HubSpot Tracking Code on Your Website

The HubSpot tracking code is essential for identifying and tracking your website visitors. This code allows HubSpot to gather data on visitor behaviour, which is crucial for targeted marketing efforts.

To install the tracking code:

1. Go to your HubSpot account and navigate to ‘Settings’.
2. Click on ‘Tracking & Analytics’ and select ‘Tracking Code’.
3. Copy the code and paste it into the HTML of your website’s header.

Ensure the code is installed on every page you want to track to maximise data collection.

Step 3: Create Lead Capture Forms

To build your email list, you need to create lead capture forms that encourage visitors to provide their information. HubSpot offers a range of form types, including pop-up forms, embedded forms, and standalone landing page forms.

To create a form:

1. Go to the ‘Marketing’ tab and select ‘Lead Capture’.
2. Choose ‘Forms’ and click on ‘Create Form’.
3. Customise the form fields to gather the most relevant information, such as name, email address, company, and role.

Remember to keep forms simple and user-friendly to increase the likelihood of completion.

Building an Email Marketing Campaign in HubSpot

Step 4: Design an Engaging Email Template

An engaging email template is crucial for capturing your audience’s attention. HubSpot offers a variety of pre-designed templates, or you can create your own from scratch.

When designing your email template:

• Choose a clean and professional layout that reflects your brand.
• Include a clear call to action (CTA).
• Use compelling visuals and personalised content to increase engagement.

Step 5: Create a New Email Campaign in HubSpot

To create a new email campaign:

1. Navigate to ‘Marketing’ and select ‘Email’.
2. Click on ‘Create Email’ and choose the type of email you want to send.
3. Set up the campaign details, such as the subject line, sender information, and email content.

Segment your audience based on their behaviour, preferences, or demographics to ensure your message is relevant and targeted.

Step 6: Set Up Email Automation with Workflows

Workflows are at the heart of HubSpot’s automation capabilities. They allow you to set up automated actions based on triggers, such as form submissions or website visits.

To create a workflow:

1. Go to ‘Automation’ and select ‘Workflows’.
2. Click on ‘Create Workflow’ and choose the type that best fits your goal.
3. Set up triggers (like when a visitor fills out a form) and actions (such as sending a welcome email).

Ensure that your workflows align with your overall marketing objectives and that each step provides value to your prospects.

Setting Up Triggers and Actions to Capture Website Visitors

Step 7: Define Triggers to Add Website Visitors to Your List

Triggers are events that add website visitors to your contact list. Common triggers in HubSpot include:

• Viewing a specific webpage
• Submitting a form
• Interacting with a chatbot

To define triggers:

1. Navigate to ‘Automation’ and select ‘Workflows’.
2. Choose a workflow and click on ‘Set Enrollment Triggers’.
3. Select the criteria that will enrol contacts into your workflow.

Step 8: Create Actions for the Triggered Workflows

Once you’ve defined the triggers, create actions for what happens next. Actions could include:

• Sending a personalised follow-up email
• Adding the contact to a specific email list
• Assigning a lead owner for further engagement

Make sure these actions align with your campaign goals, and monitor their performance to make adjustments as necessary.

Monitoring and Optimising Your Automated Marketing Campaign

Step 9: Monitor Campaign Performance

Use HubSpot’s robust reporting tools to track the success of your marketing campaigns. Key performance indicators (KPIs) to monitor include:

• Email open rates
• Click-through rates
• Conversion rates

Regularly reviewing these metrics will help you identify what’s working and what needs improvement.

Step 10: A/B Test Your Emails and Landing Pages

A/B testing allows you to test different versions of your emails or landing pages to determine which performs best.

To set up an A/B test:

1. Create two versions of an email or landing page.
2. Vary elements such as subject lines, CTA buttons, or images.
3. Monitor results to identify which version is more effective.

Step 11: Optimise Based on Performance Data

Analyse the data from your tests and campaigns to refine your strategies. Look for trends and adjust elements like email timing, frequency, content, and segmentation to maximise engagement and conversions.

Advanced Tips for Enhancing Your HubSpot Marketing Automation

Utilise Lead Scoring to Prioritise Leads

Lead scoring helps you prioritise leads by assigning them a score based on their behaviour and engagement. Set up lead scoring in HubSpot to identify the most promising leads and focus your efforts accordingly.

Leverage Dynamic Content for Personalised Emails

Dynamic content changes based on the viewer’s characteristics. Use HubSpot’s dynamic content tools to personalise emails, creating a more relevant and engaging experience for each recipient.

Integrate HubSpot with Other Marketing Tools

Enhance HubSpot’s capabilities by integrating it with other tools, such as social media platforms, CRM systems, or customer service software. These integrations provide a unified approach to marketing, sales, and customer service.

Common Mistakes to Avoid When Setting Up HubSpot Campaigns

Overcomplicating Workflows

Keep workflows straightforward and avoid unnecessary complexity that can confuse both your team and your leads.

Not Segmenting Your Audience Properly

Ensure your audience is segmented based on relevant criteria to deliver personalised content that resonates.

Ignoring GDPR and Data Privacy Regulations

Be mindful of data privacy regulations, such as GDPR, to maintain trust and compliance.

Conclusion

Setting up an automated marketing campaign in HubSpot can greatly enhance your ability to capture and nurture website visitors. By following these steps, you can create a streamlined process that turns potential leads into loyal customers. Experiment with different strategies, monitor your results, and continually optimise your campaigns to achieve the best outcomes.

FAQs

1. What is HubSpot’s Marketing Hub?
   HubSpot’s Marketing Hub is a suite of tools designed to help businesses attract, engage, and delight customers through marketing automation, email campaigns, content management, and more.
2. Can I use HubSpot for free to capture leads?
   Yes, HubSpot offers a free plan that includes basic lead capture tools, but premium features require a paid subscription.
3. How does the HubSpot tracking code work?
   The tracking code collects data on website visitors’ behaviour, allowing you to understand their interests and tailor your marketing efforts accordingly.
4. What is the best way to segment my audience in HubSpot?
   Segment your audience based on factors such as demographics, past interactions, and behaviour to ensure personalised and relevant communication.
5. How can I improve the deliverability of my automated emails?
   Use a reputable sending domain, regularly clean your email list, and create valuable content to improve email deliverability.