Few, if any, law firms can boast of having too large of a marketing team. In fact, most are lean and striving to accomplish more than can be reasonably expected.

This is why it’s critical to lean on technology to maximize efficiency and productivity, and to effectively interpret and convert relevant website traffic—particularly since more than 60% of businesses claim that generating leads and driving website traffic are their top marketing challenges.

Two essential tools meet these requirements are RubyLaw and HubSpot. RubyLaw is an industry-focused content management system and HubSpot is a marketing automation platform, and they get along like Forrest Gump and Jenny. Paired together, these systems can help legal marketers manage and publish content; receive, record, and track inbound traffic; and be responsive and proactive to potential requests for information.

Here are five recommendations that we have for investing in both and teaming them up. While legal marketing may be a bit of a box of chocolates-type situation, with RubyLaw and HubSpot together, you will have a better idea of what you’re gonna get.

Embed Calls-to-Action on your Website

Invariably, your firm’s website is a key marketing touchpoint that helps to make an impression, establish credibility, and convince visitors to do something. That “something” is more fancifully referred to as a call-to-action (CTA), and it can offer visitors the opportunity to:

• Download a white paper

• Make an appointment

• Sign up for firm alerts

• Register for an upcoming event

CTAs in HubSpot take the shape of buttons or links, embedded on pages across your website, that direct visitors to “landing pages.” Landing pages are places where you can provide more information on your offer, along with some type of form. Said “form” is how HubSpot captures visitors’ information and allows you to measure engagement via that specific offering, e.g., how many people downloaded the white paper, signed up for firm alerts, etc.

Forms are customizable and will typically include visitor name and contact information, but can also be tailored to the information that your firm wants to collect.

Integrate Exit Intent Pop-ups

Another feature that lets users capture valuable visitor information is the exit intent pop-up, dubbed “lead flows” in HubSpot. Lead flows are pop-up forms that can appear across your website, universally or on specific pages, that automatically display when a user appears to be preparing to leave your website (i.e., she displays an “intent” to exit). Unlike CTAs, which drive visitors to landing pages, lead flows bring the form to the visitor and invites her to complete it.

While CTAs can be represented by clickable images, buttons, or links, lead flows appear as pop-up boxes, dropdown banners, or boxes that slide in from the left/right sides of the screen. The copy, form questions, and color palette can be customized; but, lead flows do not contain graphics. However, they can be effective if they aren’t overused to the point of impacting the browsing experience.

Create Custom Forms in RubyLaw that Link to HubSpot

In addition to powering your website and storing valuable digital assets, RubyLaw can host custom forms that link to HubSpot. This provides you with control over the information you collect within the aesthetic environment dictated by your brand standards, incorporated directly within your content, while ensuring that your form’s contact entries are captured within your marketing automation platform.

As with CTAs and lead flows, HubSpot will pull in requisite details and give your business development or recruitment team the information they need to initiate a conversation, to follow up with a candidate, or to track how a particular effort is performing.

Custom Scripting for Contact Updates, Import, and Automation

One of the (rightful) concerns that firms have in switching to HubSpot from another platform is how to port information from a previous customer relationship management (CRM) tool into HubSpot.

Mapping fields and properties from one system to another can always be a challenge and it’s almost never a seamless process. But, with custom scripting, the stumbling blocks and obstacles can be overcome relatively easily. Sparing the technical details, custom scripting provides a bridge between your old system and HubSpot, to allow you to enter the HubSpot environment without having to compromise valuable information stored within company and contact records, and to begin automating marketing efforts from a familiar position of strength.

Connect RubyLaw API to HubSpot API

Finally, but most importantly, having a leading-edge content hub at the center of your marketing stack is critical to conducting seamless marketing automation. RubyLaw represents that hub, and its open application programming interface (API) is what enables HubSpot and RubyLaw to communicate to and through one another without a hitch. Through this interface, RubyLaw can provide ongoing integration with HubSpot, ensuring that contact information is kept updated and relevant on an ongoing basis. This is critical for firms that see HubSpot as providing some, but not all, of the layers of their digital marketing stack.

If you’re considering investing in a forward-looking content marketing hub, RubyLaw can help your team to not only manage marketing assets and power your website but also to support your marketing automation needs, too.

Contact us today at info@RubyLaw.com to learn more about integrating RubyLaw with HubSpot.