People are steadily becoming aware of Manchester's soon-to-be status as the digital capital of the UK: gone are the days where everything is in London!
We have the BBC headquarters, which recently upped sticks from the Capital to Media City UK, Salford. There are countless digital companies in Manchester, ranging from ambitious start-ups to worldwide creatives looking after some of the most coveted brands in the industry.
To cut a long (proud) story short, Manchester is enjoying a very prosperous time for digital marketing and advertising, and we're extremely happy to be part of it.
That said, it's not really enough for Luminate Digital to merely be part of this revolution. We want to lead it, and since we became a certified HubSpot Partner Agency, we're one step closer to making that a reality.
You might be asking yourself, "What is a HubSpot Partner Agency?" - if this is the case, let us fill you in.
What is HubSpot?
HubSpot is best defined as a comprehensive, all-in-one marketing and sales software package that helps companies attract visitors, convert leads and close customers. It’s a global marketing powerhouse, allowing companies of all sizes to perform marketing and sales miracles from one immersive platform.
HubSpot crosses a new threshold for how we think about and approach sales and marketing. It rejects older forms we’ve come to know as ‘Outbound’; cold-calling, email blasts and print ads are becoming things of the past. HubSpot favours the Inbound methodology: if Outbound seeks out the customer, Inbound occurs when the customer seeks out you.
The foundation upon which HubSpot’s principles lie on is best laid out in 3 simple steps.
In the first stage, you open up discussion; with blog posts, eBooks, video content and a whole selection of other content you can answer searcher queries.
Now, you turn traffic into dependable, engaged leads using your services. With quality, optimised landing pages you can promote your offering and engage prospects with strong calls to action.
In the final stage, you collect data and information shared with you to continue to deliver high-quality content to your customers.
Therein lies Hubspot’s inbound philosophy. Upon working with a HubSpot Partner Agency, your marketing efforts will be supercharged for success, with a vast range of tools at your disposal.
In the next section, we give you a rundown of what HubSpot has done for Luminate Digital and the areas in which we’ve improved as a result of our Partner Agency status.
How do Luminate Digital use HubSpot and how can this work for you?
The HubSpot software is all-encompassing and gives you all the tools you need to lead award-winning marketing campaigns that are at once unique, engaging and backed by data.
- Marketing Automation
- Landing Pages
- Social Media
Our Email methods have become far more effective, goal-orientated and tailored for our clients. We adopt personalised marketing concepts to address leads directly, speaking to them from that same all-in-one platform.
Thanks to HubSpot, our emails are on-brand and driven to increase the number of opens and click-throughs. We can ensure the success of email campaigns with A/B testing and other comparative analytics. By weighing up various approaches, we can use real-life data to see what works, and what doesn’t. Simple!
With each email linked to a campaign, it’s vital that we dive deeper into the details and pay close attention to user engagement. Without this level of insight, we wouldn’t have had half the success!
At Luminate, our Design & Development team are self-confessed dreamers and are always thinking up new and exciting techniques with which they can improve the functionality of our clients’ websites.
This is a luxury afforded us by HubSpot. Their website hosting puts us in complete control, allowing the team to personalise for every visitor and ensure that User Experience is smooth, hassle-free and geared for success.
The platform lets us control CTAs, forms, images and more from one place - from here we increase conversion rates and ensure the content we produce is not the kind of ‘one-size-fits-all’ stuff you see so much these days but is targeted.
Luminate also optimises for various devices. HubSpot uses responsive design principles that allow us to adjust the content for the particular devices our visitors are using. We can preview content as it looks on an iPhone, Android or Desktop. This means that we are thinking of user experience every step of the way, from ideation to delivery.
The cornerstone of every marketing campaign, HubSpot provide SEO tools which help us strategise our output and get us ranking as soon as possible. As HubSpot’s SEO is completely integrated within the platform, we know that an opportunity for us (and our clients) to rank will never pass us by.
We conduct keyword research to build effective campaigns: with access to ranking reports, search data and traffic potential Luminate have the tools at our disposal to send you to the upper echelons of the search engine world.
With 61% of survey respondents stating that improving their SEO presence is a big priority, you'll want to get in the race.
With HubSpot behind us, we can maximise the growth potential of our clients whilst saving time spent on repetitive tasks.
We’re well aware how important personalised content is - everyone appreciates being addressed by their first name and it’s been proven that personalised content marketing works.
That said, time often won’t allow for a whole system of beautiful emails that nurture your leads. Fortunately, HubSpot’s workflows work on autopilot to send personable, custom emails to multiple groups. They are tailored for different parts of the customer journey and are data-driven for success.
First impressions are important, and this is a truism that has stood the test of time. With this in mind, HubSpot allows us to quickly design and launch landing pages that, at first glance, are sleek and as professional-looking as possible.
Have a look at some our optimised landing pages here - bonus points if you can spot the Inbound marketing best practices at work.
With inbuilt software, we can work on landing page templates without needing support from designers. The on-page editor lets us add copy and insert images and other media as we see fit.
As we love data and research, it’s a point of pride that Luminate Digital can analyse, test and optimise landing page performance in one place. We can identify our clients’ best performing pages and dive into data to see just why they're performing so well.
Once we have the recipe for success, we can apply it richly throughout your site.
Did I mention that the marketers at Luminate just love data and research? HubSpot lets us dig deep into analytics, ranking reports and research to produce smart, data-driven content that generates leads for our clients.
From the HubSpot dashboard, we can track the complete customer lifecycle, and break down reports to see the key trends that drive our customer’s habits and behaviour.
We can analyse how each of our clients’ pages is performing; from keywords to inbound links, traffic reports and conversion rates. All from the same place.
It’s often said that the devil is in the detail - this is something we completely concur with, weeding out the devilish bits until you have a heavenly lead generating website on your hands.
In terms of social media, our HubSpot Partner Agency status allows us to take content onto various social networks from the same dashboard. We can schedule content for later, and receive HubSpot intel on when the best time is for us to post content.
We can also keep a close eye on social mentions, and reach out to those most likely to take an interest in your service. This, far from being a ‘finger-in-the-air’ approach is actually backed by data and insight that you can rely on.
What HubSpot does is integrate all our marketing with CRM, so we have access to numbers of visitors, leads and customers that social media currently generates for your site.
Everyone is blogging these days, right? While that may in some cases be true, we doubt that many are blogging like we do. Our approach is supported by a full suite of integrated tools, all working towards driving traffic to your site and generating long-term leads.
HubSpot’s blogging tool lets us insert images hassle-free, share feedback with colleagues and preview content according to various devices. It provides on-page SEO advice and a clever little content strategy tool to lend us a great deal of intelligence.
In fewer words, we can create blog posts that have a clear focus around the visitor and serve user intent completely.
Once we write the content, our work is far from over. Through HubSpot we can launch editorial calendars and track the progress of each blog post, looking for traffic, leads and customers. The software grants us the perspective with which we can apply those winning methods for future campaigns.
And, it’s as simple as that. Eight core essentials of Luminate Digital, all of which have been revolutionised by our HubSpot Partner Agency status. From SEO to social media, our areas of focus are geared for business growth.
If this has spiked your interest why not book a free Inbound Marketing Assessment with our Digital Growth Specialist. Simply click here to book a slot in our diary.
As the digital horizon of Manchester and the North West stretches past that of London, it is with these tools that Luminate Digital will be leading the way.