Integrating marketing automation on your WordPress website
Thinking about integrating your marketing automation solution with your WordPress website? In this article, you will learn:
● The key benefits of integration
● The specific points of integration that are critical to creating an end-to-end marketing solution
For many marketers and companies, WordPress websites have become the gold standard and for good reason; WordPress is highly customizable, has an incredibly extensive plugin library and, given its popularly, will remain a powerful content management system for the long term. But one of the greatest things about WordPress is that it has the most options for third-party integrations, which makes it a natural choice for marketers when thinking about integration with other platforms and, in particular, marketing automation.
Whether you use larger marketing systems like Marketo and HubSpot or more specific tools for pieces of your marketing ecosystem like MailChimp for email campaign management, one thing is for sure: creating points of integration between your website and your marketing tools will deliver optimized experiences for your users with improved functionality and will enable you to develop an end-to-end marketing solution.
So how do you go about this integration and what are the key areas and activities to think about on your WordPress website?
We’ll start by discussing landing pages because it is one of the most important tools in your marketing arsenal that not only helps to drive leads but also provides an incredible wealth of information about your content effectiveness. And the great thing about integrating your landing pages with your WordPress website is that marketing platforms like HubSpot enable you to easily pass information from the landing page form directly into your contact lists, tracking actions and conversions.
Simply stated, WordPress gives you the flexibility to design and carry your website themes through to your landing pages while integration with marketing automation provides the insights about how those pages are performing.
As we alluded to above, forms are another key area for integration with your marketing platform. Forms that exist on your landing pages, as well as those that are embedded in different areas of your site like contact pages, can be integrated to pass valuable contact and lead information directly into your marketing automation tool for tracking and measuring results.
Imagine the power of understanding how your social media activity extends from your website through to your social networks and what role it plays in moving a lead through the funnel? By setting up the right social sharing options on your WordPress website, as well as specific social campaigns in your marketing automation platform, and then integrating the two, you can achieve this level of insight. While the level of integration does depend upon the specific platform, this means you can really achieve a much better understanding of the value and ROI of your social media efforts.
As one example, HubSpot’s social media functionality coupled with its lead tracking enables you to see if one of your leads has commented on a Tweet as part of the lead history. It becomes an integral part of the lead record as a result of this integration.
Email list management
Are you thinking of adding an opt-in form to your website so that users can sign up for your mailing list and/or email newsletter? Through integration with tools like MailChimp, you can embed a signup form that collects the information so that you have easy access to these subscribers when you create your email campaigns. And if you’d like to see campaign analytics directly within your WordPress dashboard, that’s easily achieved with a plugin.
It’s critical that your website and your marketing platforms work together to provide a complete picture of results. As mentioned earlier, this integration will give you access to information that will provide insights into your landing page effectiveness and which content is working to drive interest and attention vs. content that isn’t performing. You will be able to see how your opt-in list is growing and whether your social media efforts are paying off. Most importantly, you will be able to track your leads from start to finish and report on your overall marketing effectiveness.
So where you do you start? By reviewing your overall marketing strategy and looking at your specific objectives, you can begin to determine which integration points will be most beneficial. From there, consult with your web development team and your tech support specialist who supports your marketing automation initiatives about the best path forward to carry out the technical integration.
WhatArmy maintains, protects and improves your WordPress website. For more great content about web marketing, design and development, visit our blog at blog.whatarmy.com.