How Hubspot DOMINATES The Web (and You Can Too)

Last updated: Jun 24, 2023

This video is about how HubSpot has grown its business using digital marketing strategies such as SEO, content marketing, pay-per-click, and conversion rate optimization, and how other businesses can learn from their success.

This video by Exposure Ninja was published on May 9, 2023.
Video length: 20:12.

This video from Exposure Ninja's YouTube channel discusses how HubSpot, a CRM and inbound marketing software company, has grown its business using digital marketing strategies such as SEO, content marketing, pay-per-click, and conversion rate optimization.

The video explores HubSpot's marketing decisions, including defining their own business category with the term "inbound marketing" and choosing outbound marketing as a common enemy. It also analyzes HubSpot's SEO performance, ranking for a wide variety of phrases and driving significant organic traffic. The video highlights the different types of content HubSpot publishes, including generic content, industry-specific content, and marketing topics, and how these relate to their software products.

The goal of the video is to provide lessons from HubSpot's growth that viewers can apply to their own businesses.

  • HubSpot defined their own business category with the term "inbound marketing".
  • They directed all inbound marketing traffic to their website to establish authority.
  • HubSpot wrote a book and blogs about inbound marketing to create a manifesto.
  • They positioned outbound marketing as their common enemy to solidify their market position.
  • HubSpot focuses on SEO and pay-per-click as scalable channels for growth.
  • They drive large volumes of traffic and rank for a wide variety of phrases.
  • HubSpot's unique content strategy includes generic, industry-specific, and marketing topics.
  • They use CTAs throughout their content to drive conversions and capture leads.
  • HubSpot targets different stages of the marketing funnel with their content and captures email addresses for automated email marketing.
  • HubSpot creates content for every possible question their target audience might search for and invests in creating vast quantities of content.
  • HubSpot's middle of the funnel content, such as their email signature generator, performs well and generates leads.
  • They offer free tools and calculators to provide value to their audience.
  • HubSpot publishes highly targeted content for marketers and marketing teams and uses competitor comparisons to steal traffic.
  • They spend a significant amount on PPC ads, primarily targeting branded terms and CRM keywords.
  • HubSpot focuses on converting traffic into leads and customers through conversion rate optimization.
  • They continuously evolve their website to meet the needs of their audience.
  • Lessons to learn from HubSpot include creating targeted content, using competitor comparisons, optimizing PPC strategy, focusing on conversion rate optimization, and evolving your website.

How Hubspot DOMINATES The Web (and You Can Too) - YouTube

How Hubspot DOMINATES The Web (and You Can Too) 001

HubSpot's Marketing Decisions

  • HubSpot defined their own business category by coining the term "inbound marketing".
  • They directed all traffic related to inbound marketing to their website, establishing themselves as the authority in the field.
  • HubSpot wrote a book and blogs about inbound marketing, creating a manifesto that people could believe in and buy into.
  • They chose outbound marketing as their common enemy, further solidifying their position in the market.
  • HubSpot's success is built on the foundation of their marketing decisions.
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HubSpot's SEO and Pay-Per-Click Strategy

  • HubSpot has focused on SEO and pay-per-click as scalable channels for growth.
  • They drive huge volumes of traffic, with 1.9 million keywords and an estimated 4.8 million organic visitors per month in the US alone.
  • They rank for a wide variety of phrases, including inspirational quotes, Excel, YouTube, and branded searches for HubSpot.
  • HubSpot publishes different types of content, such as generic content, industry-specific content, and marketing topics.
  • They use CTAs throughout their content to drive conversions and capture leads.
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HubSpot's Unique Content Strategy

  • HubSpot publishes generic content, such as lists of famous quotes, with CTAs for downloadable templates.
  • They also publish industry-specific content, like real estate licensing guides, with CTAs for related templates.
  • HubSpot's content strategy includes marketing topics, such as call-to-action examples, with CTAs for downloadable templates.
  • They rank for a wide range of content, even if it seems unrelated to their CRM software platform.
  • HubSpot's content strategy aims to attract a diverse audience and capture leads through targeted CTAs.
How Hubspot DOMINATES The Web (and You Can Too) 005

How Hubspot DOMINATES The Web (and You Can Too) - YouTube

HubSpot's Focus on Conversion Rate Optimization

  • HubSpot uses conversion rate optimization to maximize the effectiveness of their CTAs and lead capture.
  • They offer free templates and resources as incentives for users to provide their email addresses.
  • HubSpot's conversion rate optimization strategy helps them generate leads and grow their customer base.
  • They continuously test and optimize their CTAs and landing pages to improve conversion rates.
  • HubSpot's focus on conversion rate optimization contributes to their overall success in digital marketing.
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HubSpot's Target Audience and Funnel Stages

  • HubSpot targets different stages of the marketing funnel with their content.
  • They create content for people at the bottom of the funnel who are ready to make a purchase.
  • They also target people in the middle of the funnel who know they have a problem but are not ready to buy.
  • At the top of the funnel, they target people with related issues that could potentially turn into a problem.
  • HubSpot captures email addresses to move people through the funnel with automated email marketing.
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HubSpot's Content Strategy for Target Audience

  • HubSpot creates content for every possible question their target audience might search for.
  • They invest a lot of time and budget in creating vast quantities of content.
  • They have around 41,000 ranking pages, many of which are top of funnel and not targeting HubSpot customers.
  • They have content like "The Ultimate Guide to Google Sheets" that may not directly target potential customers.
  • HubSpot's content strategy goes beyond the traditional marketing funnel.
How Hubspot DOMINATES The Web (and You Can Too) 008

HubSpot's Middle of the Funnel Content

  • HubSpot's middle of the funnel content, such as their email signature generator, performs well.
  • The email signature generator drives about 23,000 monthly traffic and generates leads that turn into HubSpot customers.
  • This content is likely breaking even or generating a positive return on investment.
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HubSpot's Free Tools and Calculators

  • HubSpot offers free tools like a meeting scheduler to get users into the HubSpot ecosystem.
  • They publish various calculators on their website to provide value to their audience.
  • While some calculators generate little traffic, they serve as content marketing assets.
  • One example is the advertising ROI calculator, which allows users to determine their likely ROI on paid ads.
  • Calculators and tools can be effective content marketing assets.
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HubSpot's Content Strategy

  • HubSpot publishes highly targeted content for marketers and marketing teams.
  • They focus on generating leads from their target audience.
  • They use competitor comparisons to steal traffic from competitors.
  • They rank for competitor terms even if they're not being compared.
  • They missed an opportunity to convert traffic on their comparison pages.
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HubSpot's Pay-Per-Click Advertising

  • HubSpot spends around $1.3 million per month on PPC ads in the US.
  • Their ad spend has been steadily increasing over time.
  • They primarily target branded terms to defend their brand name.
  • They also target CRM keywords, but with a smaller budget.
  • They drive traffic to templates and tools with low competition.
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HubSpot's Conversion Rate Optimization

  • HubSpot's website has evolved over the years.
  • They focus on converting traffic into leads and customers.
  • They offer a free website and marketing review service to help businesses improve their visibility.
  • They have a prioritized process to help businesses achieve their marketing goals.
  • Their website in 2007 was different from their current website.
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Lessons to Learn from HubSpot

  • Create highly targeted content for your audience.
  • Use competitor comparisons to steal traffic from competitors.
  • Optimize your PPC strategy to target branded and relevant keywords.
  • Focus on conversion rate optimization to turn traffic into leads and customers.
  • Continuously evolve your website to meet the needs of your audience.
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HubSpot's Early Strategies

  • HubSpot's early website had a "request a demo" button to onboard new users.
  • They also built a website grader that drove a lot of traffic and leads.
  • In 2012, they added a free trial as a secondary call to action to increase conversions.
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Evolution of HubSpot's Website

  • By 2016, HubSpot focused on inbound marketing and had a clear message against interrupting and cold calling.
  • However, their website lacked effective calls to action for conversion optimization.
  • In 2019, the "request a free demo" button was replaced with a single CTA of "get HubSpot free".
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Optimizing Calls to Action

  • Currently, HubSpot has two CTAs on their homepage: "get a demo" and "get started free".
  • This two CTA model allows for different levels of commitment from users.
  • Each of HubSpot's five products also has its own CTAs, following the same two-level commitment approach.
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Future Strategies

  • HubSpot has acquired podcasts that target their desired audience and integrated their ads into each episode.
  • They also offer certifications that create advocates for their brand and teach people to use their tools.
  • HubSpot's digital marketing strategy has helped them grow from $10 million to over a billion dollars in annual revenue.

Watch the video on YouTube:
How Hubspot DOMINATES The Web (and You Can Too) - YouTube

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