Blogs Hubspot too much

Considerations regarding the integration of WordPress and Hubspot

This is not a "What's Better: Hubspot or WordPress" article. I am aware that there is a corresponding WordPress plugin or service for every function of Hubspot. Nevertheless, this article should also help those who are considering working with Hubspot and want to assess what is possible and what they can expect systemically. Since my experience here is not that great yet, I would like to share my thoughts. I am happy when experienced users get in touch and give tips. I am happy to be a Hubspot agency partner since the beginning of September 2016. This cooperation with software and coaching runs for a full year. I think it's a great tool that suits me and my goals and helps because it ideally supports me and my customers in the way that I am convinced of doing online marketing. But of course this software also has to get used to it and prove to be a tool that I can use for myself and my business for a longer period of time. So after I decided on Hubspot in the first step, the next step is to evaluate the prevailing systems and then to integrate them so that they work together as profitably as possible. Hubspot is an absolute top resource when it comes to information about content and inbound marketing. Sure, that's their job, but Hubspot sells software, so don't forget that. Here, too, there are great help resources that will help you to get ahead in every step. This is also the case with the topic of system integration. Basically there are numerous Hubspot integrations with other systems, an overview can be found here. Practical articles from other partners on individual system integrations can be found at the end of the article.

Who am I, who do I want to be - which tools, resources, systems do I have, which do I want to keep, which do I need (additionally)?

As a new Hubspot partner, this step is about considering the systems to be used: What am I already using, what would / should I use to achieve my goals? As mentioned, Hubspot sells marketing and sales software, whereby this is mainly about the former, and therefore of course offers a wide range of tools and possibilities. What does the "Hubspot-System" offer in a nutshell:

  • Complete website, ie all "normal" pages on a website
  • Blog
  • Landing Pages
  • Call to Actions
  • Forms
  • Marketing library

Of course, this has a key advantage: everything in one place and from a single source. But it is also possible to use “only” parts of it, depending on what you use or want to use yourself and how you plan a future without / after Hubspot.

The website

The technical foundation of my website, i.e. the CMS, is WordPress. There is no doubt about that for me. I want my website to stay “with me” and on WordPress. It was therefore clear from the start that I would not use what Hubspot offers me in terms of website creation (at Hubspot the system is called COS). But Hubspot is not one of the greats for nothing, if you didn't know that other content management systems, above all WordPress, the most widely used CMS, are in use and that many want to leave them that way. Therefore, they offer the easiest possible integration. The tracking code is central in order to be able to measure all marketing campaigns. This is done via a plugin: HubSpot Tracking Code for WordPress Plugin. This plugin brings the tracking code to the WordPress site and thus measures the performance of your own site and the hubspot areas used. Important requirement: The wp_footer function must be in the footer file of the theme used (footer.php). I use a child theme where that is not a problem. But you should check that to ensure that it works properly. After you have installed the plugin, all you really need is the Hubspot ID and this part is done.

The blog

In addition to the "normal" pages of a website, the central part is the blog, because it is at the center of content production. This is where things get more complicated when considering what to do with the blog? I did everything as recommended by the basic setup, a subdomain for Hubspot landing pages and another subdomain for the Hubsport blog. In this step I assumed that I would use this central part of Hubsport. What should I do:

  • Choose a layout (Hubspot's own, or the design that Hubspot created for you, based on your own website design)
  • Export WordPress blog posts
  • Import these articles with the xml file into Hubspot
  • Don't forget to change the links in the menu!
  • Set up 301 redirects from your own blog to the Hubspot blog
  • Publish Hubspot blog with articles

It's all very simple. I decided to leave my WordPress blog and test Hubspot for now, because I have one thing straight away: I run my podcast via a WordPress plugin (Smart Podcast Player). That cost me a lot of thought (and a little money). This plugin does not work in Hubspot. Soundcloud would be an alternative here that I am actually considering, because Soundcloud could be easily integrated anywhere using an embed code. But turning that around is currently work that I don't have a head for. So. That means, if I want to use the Hubspot blog function, I have to exclude individual categories and thus use one part in Hubspot and the other in WordPress. Not ideal. I haven't really "lived" with Hubspot here and am especially grateful for tips from experienced users when it comes to blogs.

For and against

Content creation: Hubspot leaves nothing to be desired here. The COS is great, you write and the preview can be seen almost directly. The optimization functions are just a tab away. Subdomain vs. Subdirectory: The Hubspot blog, as well as the landing pages (unless the website is operated via Hubspot), are organized via a subdomain. I have no direct experience here, but it is said that subdomains have disadvantages with regard to search traffic. Item Design: In Hubspot there is a defined design template for all articles, WordPress offers you full design freedom. This means that you can design your articles the way you want and don't have to stick to a grid. Everyone has to decide for themselves whether they actually use it and which side is given priority here. Blog subscription: Hubspot has a simple blog subscription system. Configure RSS mails and there is already a subscribe article function to easily integrate it into Hubspot pages anywhere, even selectable in daily, weekly and monthly intervals. The whole thing can of course also be set up and integrated for external systems Email Marketing-Faction to wear: My plan in Hubspot includes 100 contacts. For example, my Basic Plan has 100 contacts. As a consequence, I have to think about my e-mail marketing beyond specific business contacts, i.e. "normal" e-mail subscribers. Many systems such as Mailchimp or Cleverreach are in use here. I've been here at Convertkit for a while and I also pay money for this. And here, too, I still have a dispute, because functions naturally overlap - is it worth paying twice for something similar? At the moment I'm going two tracks because I haven't made a final decision yet. But how do I integrate these two systems? Zapier is the solution here. A magic service. Like IFTTT for more private people, Zapier is for business, if you will. Set up Zap (= recipe = process) and data are transferred. Do! Practice what you preach: I think inbound marketing is the right concept in the long term. I decided to work with Hubspot, mainly because I never really get into the bumps with content production when it comes to blogging. I should therefore also use Hubspot, in addition to the fact that I should also be familiar with the tools.

Landing pages, forms and call-to-actions

For me there is no doubt about this. These are the primary tools I want to use in my business and for my content. Landing pages are controlled via a subdomain, created in Hubspot with one of several different designs (created and adapted by Hubspot) and filled with content. I will write a separate article about the use of landing pages, why and how. The connection or integration with the call-to-action buttons and forms also created in Hubspot is child's play. The integration in WordPress, in turn, takes place with embed codes. A button created in Hubspot, copy the embed code and paste it into the place in WordPress. Finished. Copy-paste work, but not wild.

Conclusion: why now Hubspot?

Those who know me a little know how I think about pure web design and how I approach my business (a statement worth discussing but definitely correct can be read here (article from 2012, unbelievable :) My offer includes web design, But at the core of my work it is always about helping the company (via your online channels, e.g. your own company website) to achieve your business goals. The solution is not always “pure web design”, but often the lack of an online marketing concept, even if many do not want to admit it. I want to be more professional in online marketing, for myself and for my (hopefully growing) customers. Inbound marketing is the method that I am convinced of and Hubspot is practically the place you want to be here. The content Hubspot can deliver is great and for me one of the main reasons for Hubspot as a whole. It is also the system that many larger agencies choose for themselves and their clients in inbound marketing strategies. I expect a lot from the combination of marketing and sales platform and valuable content for my own business and also as a tool that I can offer customers.

Do you have any ideas, questions or do you give / need help? Get in touch!

Articles by colleagues on the subject of system integration with Hubspot:

Peter Schweizer, Living the net