Mailchimp vs HubSpot

As business owners, we’re all busy! So you and your marketing team (if you have one) are likely to have a full plate. This therefore makes choosing a marketing platform that increases efficiency everything. For example, this article compares two popular marketing platforms — Mailchimp v Hubspot — to help make your evaluation process simpler.

Overview

Marketers today have no shortage of tasks to complete. Each task, whether an email send, an ad retargeting campaign, or managing social media accounts, is one of many customer interactions that together create a holistic customer experience. Just as marketers have no shortage of jobs to be done, likewise, there’s no shortage of tools you can use to execute on your marketing strategy. This page will help you determine what’s best for you and your team when evaluating marketing tools.

HubSpot

HubSpot’s platform combines marketing automation, email, and a suite of other flexible marketing tools. In addition, it includes the power of a CRM to give you insight into how your marketing efforts are influencing your customer’s experience across their entire buyer’s journey. Moreover, HubSpot is ranked #1 in Marketing Automation by G2, and #1 by Gartner Peer Insights.

Mailchimp

On the other hand, Mailchimp is a marketing automation and email marketing service. Their customers leverage Mailchimp’s email marketing tools to connect with their audience as well as, expand the tool’s functionality through a number of integrations.

Email Marketing

An email service provider is certainly the first tool marketers may add to their tool kit — and for good reason. Email marketing is a quick way to engage with your leads, and as a result, nurture them into loyal customers. It’s also extremely cost effective, with some studies showing an ROI of up to 4400%. When choosing an email service provider, you’ll want to ensure that it has the features you need, and is flexible enough to stay with you as you grow your company.

Mailchimp’s email marketing tool features a drag and drop email editor, as well as custom coded email templates. Once you upgrade to a paid tier, as a result, you’ll gain access to features like A/B testing, and dynamic send times. You’ll also unlock comparative reports so you can begin analyzing data across campaigns and share insights with your team.

Hubspot Email tool

HubSpot email tool on the other hand has everything Mailchimp offers, and more. Furthermore  HubSpot’s drag and drop email editor is easy to use and they offer a slew of templates that you can personalise to meet your brand’s specific needs. Consequently as you grow, you’ll unlock features like smart send times, A/B testing, and more.

The real power of HubSpot’s marketing email tool comes when it’s combined with the CRM, and our marketing automation platform. With HubSpot, you can create detailed email campaigns that as a result, give each contact a tailored experience based on the information you’ve gathered within the CRM. You can also create if/then logic in your automated email campaigns, so each contact receives a contextual email based on the experience they’ve had with your brand.

email drag and drop builder

HubSpot Mailchimp
Drag and drop email editor green-checkmark green-checkmark
Ecommerce emails green-checkmark green-checkmark
Email personalization green-checkmark green-checkmark
A/B testing green-checkmark green-checkmark
Time zone sends green-checkmark green-checkmark
Optimized for any device green-checkmark green-checkmark
Post-send email analytics green-checkmark green-checkmark
Comparative reports green-checkmark green-checkmark
Transactional email green-checkmark green-checkmark

Contact Management

As you grow, so will your database of contacts. In short, being able to track how these contacts have interacted with your brand, and take action off of those interactions is essential to your success. Using a marketing automation platform that gives you full insight into your customers’ journey, and the ability to manage contacts across a growing team will help you personalize your marketing, while helping you scale your business.

Mailchimp’s Marketing CRM on the other hand has an audience system that leverages segments and tags that can be used to manage your customer outreach. Segments will automatically create groups of contacts based on a single variable, while tagging your contacts let’s you create manual groupings — just like you would tag a group of blog posts as “How to” articles. Mailchimp lets free users use up to five conditions to create a segment, while premium users can use advanced segmentation features that let you combine unlimited conditions to filter your audience.

Hubspot Marketing Tools

HubSpot’s marketing tools are built directly on top of the CRM of choice for growing companies — therefore giving you insight into a contact’s entire experience with your company. In short, you get extremely granular control over your contacts and how you manage them. The HubSpot CRM includes more than just information on your marketing activities. For example, in addition to seeing if a contact opened your most recent marketing email, you’ll be able to track how contacts are interacting with your website, how their most recent sales call went, and whether or not they have an open ticket with your support team.

Create as many custom properties as you’d like within the HubSpot CRM and use these properties’ values to create lists that can be used across all your marketing campaigns. You’re also able to combine an unlimited amount properties to further segment your list of contacts from our free marketing tools, all the way up into our Enterprise offering.

HubSpot Mailchimp
List management green-checkmark green-checkmark
Create custom contact properties green-checkmark green-checkmark
Combine unlimited filtering options to further segment your lists green-checkmark Premium feature
Update contacts in bulk green-checkmark Only through import
Timeline of all interactions with your company green-checkmark Limited

Marketing Automation

Marketing automation is essential for any scaling company. As you grow, actions that you used to do manually, such as sending nurturing emails at a regular cadence, are no longer feasible. You have too many contacts to manage, and too many other tasks taking up your time. Marketing automation lets you continue to give your customers a personalized experience, while you focus on more mission critical tasks.

Mailchimp’s marketing automation tool lets you trigger marketing emails based on a number of different actions your contacts take. Everything from sending abandoned cart nurturing emails to birthday emails is supported. But Mailchimp only allows you to use marketing automation to send email. You can not automate your contact management, or internal notifications through their automation tool — leaving growing businesses to look elsewhere to automate these tasks.

HubSpot’s automation platform goes beyond just email. Triggering an email based on actions your contacts take is just the tip of the iceberg. While Mailchimp stops with automated kickback emails and drip campaigns, HubSpot’s workflows tool lets you manage your contact database, rotate leads amongst your sales team, even create support tickets automatically. You can also go a step further and add delays and conditional logic to your automation, allowing you to customize your workflows to meet the exact needs of your team. HubSpot’s automation platform is meant to assist your entire business — not just your email marketing.

marketing automation-2

HubSpot Mailchimp
Single automated kickback emails green-checkmark green-checkmark
Multi-step Drip campaigns green-checkmark green-checkmark
Conditional if/then automation logic green-checkmark
Automate internal notifications and tasks green-checkmark
Automate lead management & segmentation green-checkmark
Automate the process of updating contact or company properties green-checkmark
Custom automations through API green-checkmark green-checkmark

Social and Ads

Having an active social presence is essential for engaging with your audience. Ads on the other hand, allow you to get extremely targeted with your messaging across both search and social. You can use ads to generate new leads fast, hone your messaging and targeting, or re-target contacts in order to nurture them.

Mailchimp Social

Mailchimp’s social tool allows you to publish organically to Facebook and Instagram. Their ads tool let’s you manage your Facebook ads, as well as  Google display ads. They also include a number of reports that tie your ad spend back to revenue. For Facebook, you need to have connected an ecommerce platform to your account, such as Shopify or WooCommerce. Targeting is limited on Mailchimp. For example, you cannot use contact lists for your Google ads to refine or exclude your audience, and you’re only able to target ads at all website visitors. There is no opportunity to specify a specific page, or group of pages.

Hubspot Social

If you’re looking for one tool to align your entire team around both your organic social and paid strategies, HubSpot is the tool for you. Start by connecting all your social accounts to HubSpot across Facebook, Instagram, LinkedIn, and Twitter. Schedule out posts across each network, and quickly report on your success on each channel. HubSpot will give you insight into your performance no matter where you publish, ensuring that posts published within HubSpot or directly within the network are tracked. You can also connect your YouTube account to HubSpot to see how your audience is engaging with your video content. With the social monitoring tool, you’re also able to keep tabs on specific trends and keyword phrases that are important to you and your brand, and also reply directly to comments on your social posts within HubSpot.

Hubspot Ads

HubSpot’s ads tool lets you easily manage your Facebook, Instagram, Google, and LinkedIn ad campaigns from one central location. After connecting your account to HubSpot, adding tracking pixels to your site is a two click process — in short, no developer required. Any leads that are generated through a Facebook lead ad or LinkedIn lead gen form are automatically synced over into HubSpot. You can also get granular with your targeting — using any CRM data point or an extremely specific grouping of pages to reach exactly who you intend to with your ads. And because HubSpot ads are closely tied to the CRM, you can report on exactly how much revenue can be attributed to your ads at various stages in the buyer’s journey.

social and ads

HubSpot Mailchimp
Social publishing Facebook, Instragram, LinkedIn, Twitter Facebook & Instagram
Social monitoring green-checkmark
Social reporting Report on your success no matter where you published Only report on social posts that were made through Mailchimp
Facebook/Instagram Ads green-checkmark green-checkmark
Google search ads green-checkmark
Google display ads green-checkmark
LinkedIn ads green-checkmark
Advanced website audiences green-checkmark
Contact list audiences green-checkmark Facebook only
Facebook lookalike audiences green-checkmark green-checkmark
Ads ROI Reporting green-checkmark E-commerce integration required
Ads reporting across a number of attribution types green-checkmark

Landing Pages and Forms

Creating simple yet effective landing pages that match your brand and drive conversions is essential for growing businesses. An effective landing page should make it easy for your site visitors to quickly fill out a form and learn more about your offer. Moreover, your forms should be customisable to meet your business’s and customers’ needs — allowing you to gather all the information you need to effectively nurture your leads.

Mailchimp Landing pages and Forms

Mailchimp offers a simple drag and drop landing page editing experience, as well as a forms solution. Their forms solution is automatically tied back to a list — which makes following up with form submitters quick and easy.

Hubspot Landing pages and Forms

HubSpot also has a robust landing pages and forms solution. What separates HubSpot from Mailchimp is the tool’s flexibility. By adding the HubSpot tracking code to your site, as a result, you can automatically bring data into HubSpot from any forms tool you use. HubSpot also understands that the goal of a form submission isn’t always to convert a new lead for the first time. Progressive profiling let’s you change what a visitor to your site sees if they’re already a contact in your database — ensuring that every form fill yields valuable information for your business.

CMS-Drag-n-Drop-Editor-1

HubSpot Mailchimp
Forms green-checkmark green-checkmark
Pop-up forms green-checkmark green-checkmark
Embedded forms green-checkmark green-checkmark
Collect data from any form solution you use green-checkmark Through integrations
Custom form fields green-checkmark green-checkmark
Hidden form fields green-checkmark green-checkmark
Progressive profiling green-checkmark
Dependent fields green-checkmark
Drag and drop page building green-checkmark green-checkmark
Template/custom coded landing page development green-checkmark green-checkmark
Use custom domain green-checkmark green-checkmark
Scheduled publishing green-checkmark
On page SEO optimizations green-checkmark

Integrated tools

HubSpot is so much more than just email and marketing automation. With live chat, a managed CMS, SEO tools, and more, HubSpot therefore has everything you need to get your marketing strategy started, with advanced features that you can grow into. Furthermore, you can add your sales and service teams to HubSpot too, and see how having all teams working out of one system reduces friction in your customer’s entire experience with your company.

HubSpot Mailchimp
Live chat tools green-checkmark
Programmable bots green-checkmark
Unified email & chat inbox green-checkmark
Blog green-checkmark
SEO tools green-checkmark
Video hosting and management green-checkmark
Hierarchical teams green-checkmark
Meeting booking tool green-checkmark
Lead scoring green-checkmark
Automated sales sequences green-checkmark
Ticket & deal automation green-checkmark
Sales Playbooks green-checkmark
Knowledge base tools green-checkmark
Customer feedback tools green-checkmark
Help desk tools green-checkmark

Support

Whether you’re a seasoned vet, or you’re just getting started on a marketing automation platform, HubSpot has the resources you need to find success. From extensive online resources to our 24/7 support team, as a Hubspot Solutions Partner, we’re ready to assist you and your growing business.

What are the benefits of using drones for filming real estate and commercial buildings

The introduction of drones are breathing new life into photography and videography marketing. Drones are able to open up angles and perspectives that are otherwise unachievable. They’re able to capture sweeping shots with ease and are excellent for filming real estate and commercial buildings.

Drone filming for real estate listings

A very popular use of drones is for real estate or selling commercial properties. And for good reasons. According to some calculations done by RISMedia, real estate agents who use a drone or hire a photographer with a drone could see an increase in listings as high as 73% and deal closing increases as high as 68%. Sold by Air states that, “83% of home sellers prefer to work with an agent using drones.” With these kinds of numbers, real estate agents can potentially see returns that add up to tens of thousands of dollars per year.

Drones are particularly effective for large lifestyle blocks. They can show how large and expansive the property is and how much of the land at once. Drones can also show off property features like hills, fields, and natural landscape features.

Drone technology makes aerial shots accessible

Aerial photos & videos used to only be taken using planes or helicopters which requires hiring a helicopter, a pilot, and an aerial camera operator. The barriers to that type of imagery are typically out of reach for most companies. Not only that, drones don’t take much prep and their small size makes them more versatile than manned aircraft ever was. Drone technology now provides a safer, quieter, faster, and of course much cheaper solution.

How much does a drone cost?

While the cost of purchasing a good drone is not entirely prohibitive–starting around $1000 and going up from there–flying a drone does require a good amount of skill in not only piloting the drone but also in the technical setting needed to operate the camera correctly. And that’s not even mentioning the know-how of what permits you need and how to apply for them. Permits are complicated, especially near airports. Most drones won’t take off at all without authorisation, which can be challenging to obtain.

As is the case for most endeavours, while you could do it yourself, it’s always best to hire a certified, and well educated professional drone pilot. At Back9 we have a licensed drone pilot who happens to be a professional videographer.

Drone shots vs ground shots

Using a drone isn’t always better. But there are some shots that are impossible to get without using one. Take a look at some of our comparison and unique shots below.

Commercial building

The first shot below is a view of the building from ground level. This view is the traditional photo and does not tell much of the story.

Here is the same building taken from the air. You can see much more context of shape, layout and design of the building. It also gives a sense of the surrounding of the building.

 

Two-storey house

Shooting a building from the ground level using a wide-angle lens can often introduce unwanted distortion to the property. By elevating the camera the building will have a much more true to life appearance. Here is a shot with a wide lens from the ground.

Drone Footage - Ground Shot

 

This is the same house but with a slightly elevated angle from a drone.

Drone Footage - Elevated House Shot

 

 

Using drones to give a sense of location

Using the drone to capture an image of the building from a distance away can give a sense of location that helps with navigation using surrounding roads or landmarks. They can also create images that clearly delineate fixtures on the ground, such as boundary lines.

Drone Footage -- Commercial Building

Top-down drone shots will show a sense of scale to your commercial building/yard, as well as references of key locations to one another. This will also clearly document the condition of rooftops etc. And there’s no ladder required.

Drone Footage -- Commercial Building Top-down

 

So you can now see the benefits of hiring a drone photographer to take your property images. If you are considering purchasing a drone yourself, that is great. But it’s not a matter of picking it up from the shops and then sending it up in the air and pressing a few buttons. There are many legal requirements that you have to be aware of before your drone even leaves the ground.

Legal requirements for operating a drone

Below is a basic outline of what you need to consider when flying a drone in New Zealand, but for a much more detailed explanation, visit this website.

In New Zealand, there is no distinction between personal and commercial drone users. This means that real estate agents do not need to be licensed operators to use small drones. In saying this, there are specific rules that must be followed to allow for the safe use of drones.

CAA aircraft rules

The Civil Aviation Authority (CAA) governs the use of drones as they are considered aircraft. The use of small drones is regulated under Part 101 Rules. These are reproduced below.

You should:
1. Not operate an aircraft that is more than 25kg and always ensure it is safe to operate

2. At all times, take all practicable steps to minimise hazards to persons, property and other aircraft

3. Fly only in daylight

4. Give way to crewed aircraft, for example any planes, helicopters, hang gliders and paragliders. You should land your drone immediately if another aircraft approaches

5. Always make sure you have visual contact of your drone (with your own eyes, don’t rely on using binoculars or other visual aids). This is called your visual line of sight

6. Not fly your aircraft higher than 120 metres (equivalent to 400 feet) above ground level (unless certain conditions apply)

7. Have knowledge of airspace restrictions that apply in the area you operate. This means you want to check any airspace restrictions before you fly

8. Not fly closer than 4 kilometres to any aerodrome (unless certain conditions apply) so this includes airports and helipads at hospitals

9. When flying in controlled airspace, obtain an air traffic control clearance from Airways Corporation of New Zealand. AirShare is a website that allows you to log requests with air traffic control to fly in controlled airspace and provides information on where you can fly and on airspace. It also has information on the rules for flying a drone, tips for safe flying and short quizzes on the rules

10. Not fly in special-use airspace (e.g. restricted operating areas) without permission from that area’s administering authority

11. Have consent from anyone you want to fly above

12. Have consent from the property owner or person in charge of the area you want to fly above.

Upgrade your video with drones

Keen to know more about video? Read our article Intro to Advertising with Video. Or if you’re ready to get some videos off the ground now, come have a chat with our videographer. You can book a meeting right now by choosing a time on the meeting calendar below.

The Sun Has Set on the Yellow Pages NZ

Goodbye Yellow Pages NZ…

Who remembers flipping through Yellow Pages to find a local business and its contact information? We do, but only just.

As Bob Dylan once sang (way back when the Yellow Pages were still popular and effective) The times they are a-changin’.

Yellow pages is simply no longer a smart or viable option for businesses in New Zealand. The cost of advertising with yellow pages NZ far outweighs any potential value that it might offer. So what now?

In the age of digital media, such as Google Ads and Search Engine Optimisation (SEO),  it’s become clear that New Zealand businesses need to look elsewhere for effective marketing and advertising. As the sun sets on the era of Yellow Pages NZ, let’s take a look at a few reasons why local businesses should support their Kiwi peers when it comes to advertising and marketing.

Supporting Local Businesses

The number one reason why local businesses should support locally-owned New Zealand companies for services like Google Ads, is that they are helping to keep money in the local economy. This is especially important considering the impact that Covid-19 has had on our economy. Every dollar that’s spent on a local business goes back into our community, creating jobs and stimulating economic growth. Plus, by supporting local businesses you’re encouraging competition which can only be beneficial for everyone involved.

Targeted Marketing

Another key benefit of working with locally owned companies is that they are better able to provide targeted marketing solutions tailored specifically to your needs. Unlike large multinational firms, smaller companies are often much more willing to work closely with their clients. This is in order to ensure maximum results from their marketing efforts. Furthermore, these smaller firms tend to have lower overhead costs. which in turn means they can offer their services at a lower rate. And a lower rate than larger firms would be probably be able to do.

Personalised Service

When you work with a local company, you get access to personalised services that larger firms just can’t provide. Working with small locally-owned NZ companies gives you access to real people. Real people who have an understanding of your business and its needs. This is something larger corporations just can’t provide. Especially if they outsource overseas. This level of personalisation helps ensure maximum ROI from your marketing budget. And that’s because you know that your message is getting through directly to your target audience. And, in exactly the right way.

Better Connections with Your Audience

Finally, working with locally-owned New Zealand businesses allows you to better connect with your audience. They understand the culture and language better than an outsider would be able to do so easily! This can help make sure that your message is received by your target market effectively while also reinforcing positive feelings toward your brand amongst locals in New Zealand – not bad!

As we say goodbye to the era of relying solely on Yellow Pages NZ for advertising and marketing there are many benefits associated with supporting local businesses here in Southland or New Zealand instead. From helping stimulate local economies through keeping money within our own regions, as well as having access to targeted marketing strategies tailored specifically towards our own needs while being able to take advantage of flexible payment options if needed!

So next time you think about putting out an ad or running a campaign consider using a locally-owned, New Zealand company instead!

 

 

How much time should I spend on Admin for my business?

Admin is a necessary evil for any business. A company simply can’t be viable without record-keeping, contacting customers, and of course, a way to accept and send payments! Many business owners, however, feel like they are drowning in paperwork and admin duties. Yet admin is essential. So how much time should you spend on admin for your business?

There are a lot of variables, and the short answer: the minimum time necessary! It makes sense; the less time you spend on admin, the more time you can spend on your core, money-making tasks. Polls from business owners around the world show that small businesses spend about 40% of their time on admin. Some polls put that even higher, over 50% even.

Ideally, you’d be doing extremely well as a business if you can spend less than 20% of your time on admin and necessary but non-income-generating tasks. If you could cut down your admin time significantly, would you do it? That sounds easier said than done. Where do you even start?

There are a few ways that you can reduce time spent on administrative tasks–some that might take very little effort but can provide significant results!

Use software for record-keeping

Filing by hand is difficult, takes time, and physical space. Software can cut down this time substantially. A common argument against using software for things like records is something like “But what if my hard drive malfunctions? I could lose everything all at once.” True point. But a counter to that is “What if you have an office fire or earthquake and your records are destroyed? You could lose everything at once.” As a backup, ideally you’d make copies and keep them in separate places.

Fortunately, you can do the same thing digitally these days. Depending on how important the files are, you can make virtually infinite copies and store them all over the internet. Cloud Services like Google Drive, OneDrive, Dropbox, and pCloud can all store files, and all have a free plan that includes at least 5 GB of storage. That’s a decent amount of space if you’re only storing things like records such as client and employee data. While it’s true that the data could be at risk if one of these services goes out of business, Google’s only likely to go out of business if the internet itself dies, and old records probably won’t be a concern if that happens!

If you want to go a step further, you can always back up your files on an external hard drive or USB storage stick that only you have access to. There are several programs that can schedule certain files to be uploaded to external storage that you have plugged in. So if you wanted your Client Records file backed up, you’d simply say you want Client Records backed up at 6:00 PM every day and it would copy only that file and back it up for you.

Make use of automation

If you find yourself doing the exact same thing over and over, chances are, automation can do it for you. When combined with a tool like Zapier, you can find that a lot of repetitive tasks can be done on their own with no input from you. While automation can significantly cut down times for some tasks (or even make it take not time at all!), some of the software does require a little bit of learning on your end. But there are options that are simple to use–just keep in mind that typically the less you have to understand for the tool to work, the more permissions it requires, and the more it costs to use. So it’s important to find the balance between learning a new program and the price not to have to learn it.

Find out more about automation in our blog, How can automation save you time and money?

Electronic forms are faster and can be automated

Nowadays, you should move as many processes as possible to be done digitally if you haven’t already. Digital forms are easier and faster to fill in and can be saved where they need to automatically. Plus you don’t have to try to decipher handwriting that doesn’t look like any known language. You can even opt for digital signatures, which are legally binding in many countries, including New Zealand.

Turnaround time is significantly faster when digital signatures are an option–some experts claim as much as 25x faster turnaround! These are ideal when someone isn’t going to sign the document right away. It’s much easier for someone to sign something electronically and have it be finished than to sign it and find a way to post or deliver it in person.

Iron out core processes

Sometimes a rule exists just because it always exists. If you have a drawn-out process because “It’s the way it’s always been done”, it might be time to take a look and see if it needs to exist–or if it can be improved. One popular business philosophy says that it’s important to work ON the business, not just IN the business. Essentially this means that instead of doing work as it comes in the way you always have, improving the processes and fundamentals can save time and money in the long run. It may seem a bit counterintuitive to delegate a chunk of time to activities that don’t make money, but streamlining your processes can save you big in the long run.

Since admin is such a big part of every business, it’s usually one of the places with the most potential for improvement. At times this could mean more steps for a process, but if that saves time when you have to come back to it later, it may well be worth it.

Have a strong file management system

File management is one of the most important parts of a business. It’s also one that many businesses don’t take the time to develop. According to Business.com, document challenges account for over 20% of wasted time. This includes professionals who collaborate on projects. Many still rely solely on email for task management, and it’s easy to lose track of an email. What was that weird subject line again? If you have multiple people working on the same project or file often and use email, consider upgrading to something designed for the job. Monday.com, Teamwork, Trello, and nTask can significantly simplify task management. We use Teamwork here at Back9 and have seen extraordinary improvements in task management, better team collaboration, and fewer tasks dropping off.

As helpful as those tools are though, they’ll hit a roadblock if you don’t take the time to develop a file management system. This is important both for digital and physical documents. For digital documents, have a folder system that’s simple, intuitive, and relevant. Something like “Client Projects > Client Name > Project Name” works well for many businesses.

Keep a record of policies, procedures, and instructions — and follow them!

It’s a good practice to regularly review policies, procedures, and instructions. Most business advisors suggest doing this annually at a minimum, or whenever there’s a major change; even if it’s a quick skim to make sure everything’s all good. If you notice something out of date or have changed how things are done since it was written, be sure to update it. It will save a lot of time when someone new comes aboard.

While updating these documents is important, what’s just as important is making sure to follow the new procedures. If a document is updated in a business and no one follows the update, did it really update at all? This is particularly important for time-saving when the new method will cut back on admin time. Sometimes changes come with a learning curve and that’s expected, but taking the time to understand how to do something more efficiently will save time and trouble long-term.

Use an external admin company

One solution that some businesses have turned to for cutting down admin is turning to an external company to handle most of it for them. This can be particularly helpful for people who hate or put off admin or aren’t familiar with using the latest software or tech. Outsourcing can free up valuable hours letting you focus on working on tasks that generate income. Just make sure you understand how the company is handling your invoices etc… You’ll want to make sure you can be the one to answer any questions from the customer if they come up.

Combine these solutions to cut back on Admin

If you’ve noticed there are one or multiple things here that you aren’t doing yet, setting aside the time to focus on streamlining admin can help in the long run. But what if you know there’s a problem, but can’t identify where to improve? Sometimes, an external viewpoint can make a major difference. There are several business development companies that can take a look and help you out. If you’re in New Zealand, Malloch McClean has a fantastic reputation for helping you build a smarter, better business.

Once you make your admin processes more efficient, you’ll find a lot more time to focus on what matters. You may even have a little extra time on your hands! If that’s the case, it’s an excellent opportunity to take a look at your marketing. When done right, marketing is an investment, not a cost. If you’ve been wondering if you’re spending the right amount to maximise your return on marketing, take a look at our article How much should I spend on marketing? and see if you could spend more–or could cut back a little.

Read the article, How much should I spend on Marketing?

Why is my website not converting?

So you’ve got a website – great! A website is meant to drive visitors, give you new leads, and increase sales. But what if it isn’t converting? You’ll surely want to know why it isn’t! The most common reasons come down to design, content, and usability. In this article, we’ll break down a few key areas that can contribute to why your website isn’t converting as you hoped.

What are your goals?

It’s easy to get a website these days as there are tons of options from do-it-yourself to custom-built like the websites we do here at Back9. But there’s a lot more to it than just getting online. You’ve got to have goals. What do you want to achieve with your website? Do you want sales leads, to sell more products, or to educate? Whatever your goal is, it needs to be S.M.A.R.T; Specific, Measurable, Attainable, Relevant, and Time-bound. By planning your goals out ahead of time, you’ll know if your website is doing what it’s supposed to–or if it needs some work. If you want some help creating these types of goals, take a look at our SMART Goals Template–it can help you get started!

Get a FREE S.M.A.R.T. Goal template

Just pop your email in and hit submit and voila! We’ll redirect you to the template

Review and update your goals over time

An important part of goal setting is to review your goals regularly to see how they’re going. Did you achieve them? If not, how come? Were they too ambitious? Or is there something wrong with your website? If you can’t see any reason why you didn’t quite meet your goals, it might be time to review your website for a few key things.

Great design is key

We’ve written about this topic many times but we can’t stress it enough. If you have a well-designed website that is user-friendly and visually appealing, your website is more likely to convert.

A lot goes into the design of your website. It’s more than just looking pretty. It has to be intuitive and easy to use too. One thing strongly believe in at Back9 is growth-driven design. In this way of thinking, your website is constantly growing and improving. Digital technology is one of the fastest-changing industries there is. But with growth-driven design, when something changes, you’ll be ready to adapt quickly!

Too many options

Something that we often see is a “more is more” approach but unfortunately, this could be another reason why your website isn’t converting. If your potential customers have too many options, it can be overwhelming. For example: the main navigation (home, about, services, etc), and then underneath that you’ve got sub-categories for your services and then you’ve got a product banner with a few buttons that users can click – am I painting a clear picture for you?! It’s too much!

It might seem counterintuitive, but in good design, less is more. Fewer options is often better because, let’s not forget, the average user is very savvy. We don’t need to over-complicate their experience or underestimate their abilities to navigate a website. Finding the right balance is essential. The design should help guide users to other parts of the website, but not overwhelm them with decision paralysis.

Review your website content

Are you producing content that helps your customers or answers those burning questions about your business or service? More than likely you’ve answered no to that question and that’s fine, we know how hard it can be to take the time to produce internal content that is interesting and informative for your potential customers. If you can invest in Inbound Marketing your business will reap the benefits and you will attract the right sort of customers. Educating your customers before you’ve ever interacted with them helps you build trust and it is also a huge time saver for your organization. Find out more about why this is important in our article, 9 reasons why you should educate your buyer.

There’s no clear conversion path

If you have a good design and educational content and your website still isn’t converting, what gives? You might be giving users a lot of information, but what do they do with it? What’s the next step? You need to tell visitors what they need to do next. On almost every page you’ll want a call-to-action (CTA). This will tell someone what you want them to do next and then an easy way for them to do it.

For example: you write an article and at the end of that article, you have a message to book a meeting, or to buy now, or get a free quote. Then you have a link or a button that goes to a calendar, or your shop page, or the contact form. If you don’t have a CTA on a page you might lose some leads on that page instead of moving forward. You might even direct them to the next article in a series and have your contact CTA at the final one. Whatever your goal, make it as easy as you can to achieve it!

My website’s broken, now what?

If failure to plan is planning to fail, overlooking testing is sure to get you overlooked. Yup, you need to test and test and test your website. Remember that people are using different web browsers, different mobile devices and your website can have glitches across these different platforms. We also use/interact with websites differently, that’s the beauty of being human but it also means that just because you as the business owner do it one way and it works, doesn’t mean that it works another way for your customer. Often we see websites being launched without proper testing and wouldn’t you rather find out that your ‘Learn More’ button doesn’t work than your customer? It can have a massive impact on the trust level a customer has for you if there are issues and bugs with your website.

Follow best practices to get your website converting

As you can see, there are a lot of things to do with your website. If your website isn’t converting, it could be one or several of these things that need fixed. But how can you tell? Reviewing data like Google Analytics can be helpful, but it takes some practice to understand what to look for. Something else that can help is to regularly audit your website.

This can be done internally but we recommend an external provider as a fresh set of eyes will provide the most insight and constructive feedback. It can also be quite hard to look at your own business subjectively and truly put yourself in your customers’ shoes. A website audit will review your website design, user experience, content, ranking on Google, data in Google Analytics, and more. Once you’ve had an audit, you have real data that can help to improve your website and start converting.

There are several places where you can get a website audit, but we can do one for you for free here at Back9. This will include an analysis of your site and where you can make improvements. Or you might find the site is doing well already! Interested? Click the button below and fill out the quick form to get your free website audit.

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