You create campaigns in HubSpot as a way to organize and measure your marketing efforts. Campaigns can include goals and will track high-level performance metrics.
- [Instructor] So I've gone ahead and pulled up the Campaigns dashboard, which you'll find under Productivity, Campaigns. Here you can see any campaigns that already exist, and you'll have the option to create a new campaign in the upper right-hand corner. What's really nice about the Campaigns view is that if you have a lot of campaigns in your list, you can filter them using the drop-downs at the top of the page. So you can select by date, by who created the campaign, and by any personas that you've setup.
You also have a search bar in the upper right-hand corner if you know the name of the campaign you're looking for. Let's first take a look at an existing campaign so you can see the value of building out your campaigns. Each campaign is going to have a name, an author, the date the campaign was created, a description, a start date, and an end date, if one is set. As I scroll down, we can see specifically how many visits, contacts, and customers this campaign has taken credit for.
Below this we can see all of the various initiatives under each of these sections. So for converting contacts, we have keywords, which are going to be associated with all of the content, landing pages that we've built. We have all of the promotional elements. The emails, the calls to action, our blogs, site pages, paper clicks, and so on and so forth, and then nurturing via any built out workflows. So that is that the campaign is almost a dashboard of its own type. You can see all of the various metrics at a glance for each of these various elements.
So I'm going to select Return to all campaigns, and I'm going to go ahead and select Create campaign in the upper right-hand corner. The first thing we do is give this campaign a name. You want it to be something specific, but keep in mind that you can't change the name later, so pick something that you'll understand and get it right the first time. Here, we have our overview screen, and this gives us a visual checklist of all of the things that we need to do in order to launch a campaign.
It's going to guide us through all of the tools and assets, and it's going to allow us to start scheduling emails, blogs, and even build out our landing pages. But for starters, at the top of the page is where you can set your goals. At the far top right corner, you'll select Edit Goals, and here is where you can indicate the metrics that you'd like to drive for visits, contacts, and customers. Now, this is completely optional but it's helpful if you want to track your specific goals. So let's say I put in 12,000 visits, 6,000 contacts, and 100 customers.
Now, we can see the goals displayed next to the metrics, and these numbers will start to count up as this campaign gets underway. You can also indicate your start date simply by selecting the option, and choosing from the calendar that appears. It's also here that you can provide a description, a budget, and sync up any personas that you've created in the tool. From here, you can interact with all of the various elements to build out all of these key components. So if I wanted to create a new blog post, I can simply select Create New under Blog Posts, or I can select Associate to bring in an existing blog post, and attribute it to this campaign.
Now I'm not going to go into more depth about how to build out the rest of the campaigns, but I did want to show you how these campaigns are structured, so you can begin to think about all of the moving pieces and how they all start to work together once your automation is underway.
- Benefits of automation
- Defining your goal, audience, and message
- Structuring goals in HubSpot
- Creating a campaign
- Analyzing campaign performance
- Segmenting the audience
- Personalizing content
- Automating workflows