For any ecommerce business, it is basic to know your buyers as well as possible.
What for?
To be able to sell them in the most effective way.
Fortunately, HubSpot makes it very easy to gather information from each of your customers and create very segmented marketing campaigns.
In this article, we give you several tricks to get the most out of HubSpot for your ecommerce.
INTEGRATE YOUR SHOPIFY, MAGENTO OR BIGCOMMERCE ACCOUNT WITH HUBSPOT
HubSpot helps you collect the information that registers on your ecommerce platform and connect it directly to your campaigns. This allows you to create specific campaigns for different types of users within your website.
Having tools like these will help you increase your profits and the ROI of your marketing campaigns.
TARGET CUSTOMERS BASED ON THEIR BEHAVIOR
HubSpot ecommerce integrations allow you to group customers by their average spend and by the average time between purchases.
If some of your customers have stopped buying, don’t worry. You can group those who haven’t bought in a certain number of days, say, more than 180, and send them a very segmented email with a compelling offer that will bring them back to the purchase funnel.
TARGET CUSTOMERS BASED ON WHAT THEY LEFT IN THEIR SHOPPING CART
Try to identify the items that a customer has left in their cart and email them including a photo of that item or a link to the product file. Using these smart CTAs will help you boost cart recovery.
If this interests you, in this article we talk about how to use Hubspot to recover abandoned carts.
TARGET CUSTOMERS BASED ON THE SUCCESS OF PREVIOUS CAMPAIGNS
You can target specific groups on your list based on their interactions with previous campaigns.
For example, create a list of people who became email retargeting campaigns in the past. People who converted once are more likely to do it again in a similar campaign.
Then, create new campaigns to test those who didn’t convert.
DON’T LOSE SIGHT OF THE ANALYTICS.
The more you know about what works and what doesn’t, the better for your business. Many companies make massive investments in email/content/PPC campaigns and don’t take advantage of HubSpot’s ability to get a better overview of the overall situation of their campaigns. Be sure to check the results periodically.
TAG YOUR CAMPAIGNS WELL SO YOU CAN TRACK THE BENEFITS
HubSpot gives you easy ways to track each campaign by tagging the different elements you use in your campaigns. With these “elements” we mean, for example, the CTA you add at the end of an email, or the landing it leads to. Labelling them allows you to track the results and establish a ROI for each campaign.
TAKE ADVANTAGE OF HUBSPOT LEAD SCORING
Many ecommerces use Hubspot but don’t take full advantage of Lead Scoring. In fact, many ignore this functionality completely. The great functionality of Contact Record (integration with Shopify/Magento) allows you to create in-depth profiles of each of your customers and have a broad idea of how they are.
The creation of a lead scoring system allows you to identify the likelihood of a customer buying again, based on their interactions with your website and your content.
IDENTIFIES GROUPS AND IMPROVES PPC
Creating segmented groups within your list will allow you to generate more personalized and better-converting PPC ads.
Thanks to the integration of HubSpot with your ecommerce, you will be able to create smart lists to segment your ads according to the interaction of each user.
For example, you can segment according to purchase history, but also according to their searches, and display ads of those products you include in your PPC campaigns.
USE THE FACEBOOK PIXEL
Many ecommerce do not use the Facebook pixel on Hubspot to boost their marketing campaigns. It will provide you with valuable information for remarketing. The Facebook pixel can be used to further encourage visitor behavior, which brings us to my next point…
REMARKET YOUR CONTENT
Instead of simply boosting your purchase intent through remarketing, you can use Facebook’s pixel to show your content to potential customers. Track the lifecycle of your customers and present them with content tailored to their situation on the funnel.
Showing valuable content instead of ads focused on buying is a great way to bring leads back to the funnel.
You can read more about Remarketing and you can use it, in the “Remarketing and Retargeting 2 remarkable marketing strategies” article.
CREATE CONSISTENCY BETWEEN YOUR DIFFERENT PLATFORMS
We strongly recommend that you take a look at how the different platforms you work with can power each other.
HubSpot, your ecommerce platform, PPC… All these services can be integrated with HubSpot and HubSpot can use information collected by other platforms to boost your campaigns.
MANAGE AND ANALYZE THE RESULTS OF YOUR INFLUENCER CAMPAIGNS
When you reach an agreement with an influencer to collaborate with your brand, make sure you create a HubSpot campaign for each of them.
Do the following in the HubSpot Campaigns tool:
- Add their blog as the campaign keyword.
- Create a landing page with an image to influence and copy advertising the offer.
- Write an email to send to your list of influencers.
- Design a CTA that includes the influencer photo.
- Write an article on your blog about influencers.
- Program social media messages about influencing the content you have created.
- Use paid campaigns to promote your brand’s reach to influencer followers.
- Make sure you have an email collection system to add leads to your funnel.
