Avoid A Marketing Snafu By Conducting A HubSpot Audit

Avoid A Marketing Snafu By Conducting A HubSpot Audit

I know, I know—the word “audit” can be a little scary. Personally, I think of numbers, spreadsheets, and a serious headache when I see or hear the word (and then immediately run in the opposite direction). But don’t let it intimidate you, because I’m here to talk about a completely different kind of audit—one that is crucial to your inbound success.

If you use HubSpot to carry out your inbound marketing efforts (or even if you don’t), you know that there are a lot of pieces that must all fit together perfectly in order to effectively execute your inbound strategy. And if just one component is broken, that could be all it takes for a warm lead to go completely cold.

This is why once a month we perform a “HubSpot audit” for Nectafy, and we make this service available to all of our clients as well. We go through each and every live landing and thank you page, all follow-up emails, and workflows and their associated emails.

All of these items make up the heart and soul of inbound and every month we want to make sure our leads (and our clients’ leads) are having the best possible experience when they download an offer, receive an email, or are enrolled in a workflow. (This means checking to see that everything is rendering as it should Download: The Beginner's Guide To Inbound Marketingwithout any errors.)

So, because we’re big on sharing here at Nectafy, we wanted to pass along our process for conducting a HubSpot audit, so that you too can have all the pieces of your inbound puzzle running flawlessly.

Landing Pages

In HubSpot, navigate to Content > Landing Pages.

      1. Select Published from the drop-down menu.
      2. View each landing page live (More > View).
        1. Click through all URLs, including calls-to-action (CTAs), to make sure there are no broken links.
        2. Fill out any forms to make sure they submit properly.
        3. Confirm thank you page or in-line thank you message appears as it should.

Blog Posts

In HubSpot, navigate to Content > Blog. Note: If your blog is hosted elsewhere, like WordPress, navigate to that portal.

      1. Select Published from the left-hand side.
      2. View each article live (select drop-down arrow, then View).
        1. Click through all URLs (including CTAs) to make sure there are no broken links.
        2. Scan for any odd formatting, errors, etc.

Tip: You likely have a ton of articles, so we recommend performing a random check of 10-15 blog posts, and selecting different ones to audit each month.

Emails

In HubSpot, navigate to Content > Email.

      1. Sort by Follow-up.
      2. Preview each email (select drop-down arrow, then Preview).
        1. Click through all URLs (including any CTAs) to make sure there are no broken links.
        2. Scan for any odd formatting, errors, etc.

Workflows

In HubSpot, navigate to Contacts > Workflows.

      1. Sort by Active Workflows.
      2. Click through each workflow and:
        1. Confirm there are no error alerts.
        2. If there are automated emails sent in the workflow, click through each email to confirm that all links are functioning, there are no formatting errors, etc.

Not a HubSpot user?

The great thing about our audit process is that it can be implemented on any platform, even if you’re not a HubSpot user (you can read more about our experience with HubSpot here). The exact steps may vary, but the overall method of reviewing landing pages, blog posts, emails, and workflows is imperative, regardless of the platform you use.

Conducting a HubSpot audit will probably be the most painless audit you will ever perform. Not to mention, it’s an easy way to keep your leads warm and coming back for more.

Do you regularly perform audits of your inbound content? Let me know in the comment section or tweet us @nectafy—I’d love to hear what tips you have!

Download: The Beginner's Guide To Inbound Marketing


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