Coworking spaces are where business is growing.
Unfortunately, the business of running a coworking space can sometimes be a hassle. That’s why you use Nexudus, of course - to manage memberships, bookings, and onboardings. It has a fantastic CRM toolset, and for the most part, it reduces the hassle that comes with the day-to-day management of a coworking space.
There are, however, a few things that Nexudus lacks. There is no real native marketing suite that comes with it, leaving many floundering when it comes to reaching out to new members. You either cobble together whatever you can with an overwhelming number of different online tools like Hootsuite and Mailchimp, you use a marketing automation system like HubSpot, but not efficiently, or you just don’t use automated marketing at all.
All of these options come with huge pitfalls. Fortunately, there’s another, more efficient option - one that could solve all your marketing automation woes in one fell swoop, and that’s what we’re here to talk about today.
Integrating Nexudus with HubSpot.
Benefit #1: Streamlining and Centralizing Your Data
HubSpot is a powerful marketing automation toolset. In a nutshell, it does all those things that Nexudus isn't designed to do, helping you attract visitors and convert them into customers with email marketing, landing pages, social media automation, analytics, and much more. It’s essentially a program that compliments Nexudus' powerful coworking space management features in the very best way because Nexudus lacks in marketing features, Hubspot can provide.
Many of you may never have heard of HubSpot, or known that there was one service that could take the place of the half dozen services you’re using to communicate with your prospective members and customers. Some of you might be using HubSpot already, and that’s good - but did you know you can integrate the two?
Now, there are a number of good reasons to do this, so let’s talk about where you’ll immediately start seeing a change.
When you take your marketing toolset and integrate it with your CRM, the first benefit you realize is centralized data.
In layman’s terms, that means all your information is in one spot. You don’t have to hop between Nexudus and your marketing toolset to see if a customer is responding to an e-mail campaign; it’s simply there in the system for you to see.
Along with this, the Hubspot integration does away with duplicate data, and you’ll have automatic access to automation tools within your CRM. With your data handy at your fingertips, you can create more effective outreach campaigns, and ultimately gain more customers than you would otherwise.
Automation newbies, the integration will make it easier to take advantage of automation tools, so if you’re looking for a simple, uncomplicated way to branch out from traditional marketing methods, this is it.
Work with everything in one spot and stay on top of what you’re doing by removing the chance to get overwhelmed or confused before it presents itself.
If you’re someone using a cobbled-together marketing suite, your days of having customer info spread across half a dozen different websites are over. After the integration, all you have to do now is simply access it within one program. This isn’t just convenient; it’s cost effective. Depending on what you’re paying for your many different services, switching over to only HubSpot could end up saving you money.
When you first complete the integration, these changes will be the easiest to spot and the most obvious improvements. We can dig a little deeper, though, into some ways that HubSpot and Nexudus can really be used to turbocharge your coworking space.
Benefit #2: Using HubSpot Analytics To Know What Makes Your Business Tick
The Nexudus interface gets the job done. Some of you have been using it since 2012, and it’s not bad. But it doesn’t tell you much in the way of analytics, does it?
HubSpot, on the opposite hand, is full to the brim with analytics. It has a sleek, modern interface that is both user-friendly and has all the information you could possibly need to know about your customers.
Businesses thrive on information, and HubSpot offers a wealth of it.
It can tell you things like customer demographics, traffic sources, and time spent on site. It measures lead volume and monitors the success of your marketing outreach. When it comes to marketing, HubSpot can tell you what works, what doesn’t, where your best people are coming from, and who they are, and what makes them stay.
So what does that have to do with Nexudus?
Very simply put, when integrated with a CRM, HubSpot takes its fantastic reporting capabilities and applies them to your customers. That means when you’re managing your co-working space, you can now get access to information like average length of memberships, where you tend to lose people, and what marketing campaigns do and don’t work.
Fig. 1: a customized timeline event from the HubSpot contact record; these timeline events can be leveraged in automated workflow enrollment criteria, list segmentation, and reporting to supercharge your membership engagement
If you look close enough, it’s like a step-by-step manual on how to improve.
If you’re noticing customer dropoff in a certain month, you now know that you need to increase outreach to existing customers in that month. If a marketing campaign isn’t working, then you’ll know not to waste money on it any longer. On the flip side, if you notice you’re doing well with a particular demographic or type of outreach, you can put aside money in your marketing budget for the things that work.
Having as much information at your fingertips as possible is working smart, and working smart saves you money, every time. Since Nexudus doesn’t provide you with that kind of reporting capability, making sure you integrate with HubSpot and provide yourself that capability is essential, or else you’re just flying blind and throwing away money when you absolutely don’t have to.
Fig. 2: a dashboard metric that displays the various channels that new members are coming through.
Benefit #3: The Magic of Personalized Email Actions
Now, let’s talk about HubSpot’s other secret weapon: behavior-based email workflow.
You can, if you need to, do your e-mail marketing through Nexudus. The capability is there, but it’s very basic, in that you cannot create any sort of personalized experience for the user. E-mail campaigns created within Nexudus are linear, and while that may work all right, it’s not the best you can do.
E-mail marketing is the most lucrative and successful marketing avenue on the Internet to date.
It consistently, across years, has a higher return on investment than any other marketing method, and that’s why any business operating online needs to utilize it. It works.
But to get it to work, you have to think beyond linear e-mail chains. After all, successful business in the modern age is about building relationships and creating a personal experience. A personalized product goes much further than a cookie cutter one.
HubSpot makes e-mail marketing personal by utilizing behavior-based workflows.
Simply put, this means that instead of just receiving a steady trickle of cookie-cutter emails, your customer now receives an e-mail based on an action she takes. If her attendance drops, it could send out an e-mail to check on her, perhaps send her a survey on her experience and how it might improve.
Or, if her attendance is high, it might thank her for her loyalty and offer a reward, like a discounted month of membership, or a certain number of free hours to gift to a friend. These are only suggestions, too - behavior-based-workflow is only limited by your imagination.
By creating emails that respond to behavior instead of just a timer, the experience of existing in the coworking space can be tailored, To that end, you ensure you keep the customers you already have and bring new ones into a space with a stellar reputation. Given e-mail’s high ROI to begin with, what HubSpot brings to the table is an investment you can’t really afford to ignore.
Coworking spaces are unique, and as more and more people enter the remote or work-from-home sphere, the more profitable they become.
You need a solution that finds you new customers and retains the old ones. You need a program that gives you all the info you need to make informed decisions and saves you money. When you do something, you need software that will help you do it the best.
You need a solution that works smart, not hard.
While there are no native integrations for the two platforms, we have successfully integrated these tools in various ways to serve specific business objectives. And we would be happy to talk to you about your current challenges and goals. If you know that you'd like to pursue an integration, we'd recommend taking a look at these tips for kicking off a successful project.
From data streamlining, to advanced analytics, to giving your customers a tailored experience, there’s no real reason that Nexudus and HubSpot shouldn’t be integrated. Nexudus is a good program with essential tools, but its marketing aspect leaves something to be desired, and using HubSpot’s advanced toolset to shore it up is just smart business.