Have you recently taken over management of your company's HubSpot account, or has your HubSpot account just been updated? Then, it might be time for a HubSpot audit.
An audit of your HubSpot portal may not seem fun, but it will help you organize your contact database, make it simpler to segment contacts, and improve your overall performance. However, as no two portals are the same, it's important to customize the standard process to fit your needs.
A HubSpot audit checklist can help you audit your portal to be sure you've covered all of your bases. Today we talk about the "how" and "why" of a thorough HubSpot portal audit!
Understanding the Importance of a HubSpot Audit
Routine HubSpot audits are essential to keep up with changes in your business. A thorough audit of Marketing Hub, Sales Hub, and any Hubs within your portal helps optimize marketing efforts, keep data clean, remove unused workflows, and find opportunities to get more out of your portal. In addition, as a result of doing an audit, you will be able to identify your strengths, weaknesses, and opportunities for growth.
For example, automated workflows and lead nurturing experiences might suffer if contact records lack information, contact characteristics aren't optimized for your specific company or several duplicate contacts. A step-by-step audit of your HubSpot instance is recommended for improved data segmentation, database organization, and business success.
A Step-by-step Guide To Conducting a HubSpot Audit
Now that you understand why you need to conduct a HubSpot audit, here are some steps you can follow depending on the HubSpot level associated with your portal.
Review Companies and Contacts
What's the best place to start when it comes to organizing your list of contacts and companies? Ask yourself a few questions for this step in the audit, including:
- Is there enough information in each contact record to identify the person, such as a phone number or email address?
- Have all contacts been appropriately classified as either a new subscriber, lead, marketing-qualified lead, or sales-qualified?
- Has redundant information about businesses and contacts been removed?
- What has happened to people who have unsubscribed or haven't engaged for a while and who have a hard bounce when you try to reach out to them?
- Has a lead been allocated to a specific person?
Answers to these questions help businesses keep track of every lead while optimizing contacts in the database.
Update Your Buyer Personas
With HubSpot, you can create buyer personas, essential for pinpointing your target audience, segmenting your audience, and customizing your marketing messages. The following are some questions to consider:
- Has each of my ideal buyer personas been uploaded to the platform where they can be accessed?
- Is there a new set of buyer personas that I should add?
- Do I need to consider any recently found characteristics of the buyer persona?
- Do my personas accurately portray my target buyers?
Personas can change as your business grows. A portal audit helps companies keep personas up to date to enhance inbound marketing efforts.
Audit Workflows For Better Efficiency
Start with the processes that generate the most interest and work down to additional workflows in your portal. Review the following:
- Number of workflows in total
- The actual conversion rate compared to the projected conversion rate
- How many active and inactive workflows are present
- Your folder organization and labeling pattern
- Anticipated outflows
- Internal workflows compared to external workflows
Once you've gathered all the data, devise a strategy for boosting the performance of any areas that need it the most.
Measure the Performance of Your Email Campaigns
Consider your email analytics in light of industry norms to understand where you succeed and where you might do better.
HubSpot discovered that the average open rate across all industries is 20.94%. Set your objectives and devise a strategy to get closer to the national average through your email campaigns.
Manage Design Element Consistency
Review current templates to check that the use of creative assets like fonts, colors, and photography is consistent throughout your properties.
Look for and fix any discrepancies in navigation across pages, domains, and subdomains, and use this chance to evaluate your template designs for design and layout. Note any templates that might benefit from an upgrade or refresh to improve the user experience.
Optimize Lead Scores
Your HubSpot lead score sheet should accurately show the rankings of prospects based on their current activity and whether or not they are currently sales-ready.
Check your lead scoring system and search for red flags in the weighting factors used to rate your leads. Maintaining a system that has been in use for a while requires updating and adding new weighted characteristics for your leads.
Integrate Google Search Console Correctly
To get a thorough picture of your website's SEO and content performance, verify the correct integration of Google Search Console to your portal. Check search data such as your site's average position in the search results and the number of views and clicks it gets for certain search queries using the Google Search Console.
Assess and Improve SEO Strategy
Look at how you connect pillar pages with other blogs and assets within your selected themes to review and apply search engine optimization. In addition, review your company's search engine optimization practices for content. For your audit, review meta descriptions, title tags, alternate text for pictures, and more.
Review Management of Assets, Users, and Folders
Establish folders and follow a systematized naming pattern for active resources, like forms and other assets. Make sure forms no longer in use are correctly categorized and removed from your website.
Analyze and Improve Forms and Calls to Action (CTAs)
Check forms and CTAs as components of your HubSpot audit to ensure your lead generation resources work well to increase conversions. Using HubSpot's analytics solution, you can evaluate the success of your forms and CTAs, and get advice on how to improve.
An Agency Partner Can Help You Conduct a HubSpot Audit for Your Portal
While conducting a HubSpot audit is extremely important, it can be overwhelming. Moreover, implementing the insights received from the audit can be a significant undertaking. By partnering with a HubSpot Diamond Partner like Geekly Media, you'll be able to get more out of your portal — right from your HubSpot onboarding! Speak to a Geek to learn more about how we can help.