HubSpot is considered one of the major marketing automation platforms. Here we take a look at what it is, and how easy it is to integrate it with WordPress.
What is HubSpot?
HubSpot’s Marketing Hub is a marketing automation platform that is based on an inbound marketing approach. Aimed less at the enterprise level of the market and more at a lower scale, it is perfect for companies with fewer than 1,000 employees or those turning over less than £100m.
As you would expect with the focus on inbound marketing, HubSpot has strong functionality for CRM and content management. The platform integrates with the major CRM packages, but HubSpot has its own CRM application too, which is free. The two HubSpot platforms – CRM and marketing automation – therefore work seamlessly together.
Content management functionality allows brands to create website pages, blog posts, forms, landing pages and email templates – all using “drag and drop” technology.
HubSpot also gives the user suggestions for SEO and enables content sharing via social media. Landing pages can be enhanced with the incorporation of calls to action, and based on visitor location, traffic source, device and persona intelligence, personalisation can be utilised to further improve the user experience.
There are lead management tools that help to generate, nurture, score, segment and track inbound leads. And with analytics data, companies can to measure and analyse both traffic and interactions, meaning they can make informed marketing decisions.
HubSpot Marketing Hub has free and low-cost price plans for solopreneurs and micro businesses. But for larger businesses, the pricing ranges from £655 per month with 1,000 contacts to £5,880 a month for half a million contacts. This excludes the additional one-off costs to get set up.
How easy is it to integrate HubSpot with WordPress?
When it comes to integrating HubSpot with WordPress, a tracking code needs to be added to each page. This can be done manually, but the easiest way to do it is via a plugin called HubSpot Tracking Code for WordPress. It is a free plugin and is applied to your WordPress installation in the same way as any other plugin.
After installing and activating the plugin, a user adds their Hub ID in the plugin’s settings so that the website can then be tracked within the HubSpot analytics system.
What functionality does a HubSpot/WordPress integration bring?
With the plugin automatically installing the HubSpot tracking code, the integration allows WordPress users to embed forms and CTAs directly into both WordPress pages and posts. These are embedded by copying and pasting code from HubSpot into WordPress, using the “text” tab rather than the “visual” editor tab.
Visitor information is captured via forms, but HubSpot also pulls in additional data about that person from across the web, including – where available – information such as their job title and social profile, to build a fuller profile of website visitors.
The captured visitor data is stored in HubSpot so that marketing activities can be measured and reported on.
What is the support like?
At the time of writing, the plugin was last updated seven months ago. The support forum within WordPress does not appear to be manned by a HubSpot representative, but there are resources and other help available via the HubSpot knowledge forum and academy. Phone and email support is also available. In practice though, larger companies will have an IT department or digital partner to help with issues anyway.
HubSpot integration with WordPress is a simple affair. The support is not very comprehensive on the WordPress plugin site, but good on HubSpot’s own resources. Overall, though, it is easy to incorporate lead capture information and HubSpot analytics into your WordPress website.