How To Convert More Website Visitors To Leads Using HubSpot
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The document outlines strategies for converting website visitors into leads using inbound marketing techniques from HubSpot. It emphasizes the importance of content creation, effective call-to-actions, landing pages, and targeted offers to enhance lead conversion and quality. Additionally, it discusses measuring lead effectiveness through closed-loop marketing and the importance of attracting the right customer personas.
How To Convert More Website Visitors To Leads Using HubSpot
- 1. Convert More Website Visitors to Leads Using HubSpot Prashant Kaw Ellie Mirman Inbound Marketing Manager Inbound Marketing Manager Twitter: @prashantkaw Twitter: @ellieeille
- 2. HubSpot Background • Founded: 2006 1,500+ Customers • Team: 90 (15 MIT) • A: $5m General Catalyst • B: $12m Matrix Partners • Outside Director: Gail Goodman, CEO Constant Contact (CTCT)
- 4. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
- 5. Marketing Has Changed 1950 - 2000 2000 - 2050
- 7. Inbound Marketing Blog SEO Social Media
- 8. Proven ROI of Inbound Marketing www.HubSpot.com/ROI
- 10. HubSpot Buzz
- 11. Proven ROI of Inbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI
- 12. HubSpot Inbound Marketing Process Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert • Landing Pages • Nurture • Email • Lead Intelligence • Lead Mgmt • Analytics
- 13. Website Conversion Challenges • Traffic Volume • Lead Volume • Lead Quality • Measurement
- 14. Your website is the most important marketing tool that you have.
- 16. Monopoly: Constantly Add Value 16
- 17. Which is better? • Website traffic has doubled • Lead flow has doubled -- Noel Huelsenbeck, CEO, Vocio
- 18. How to Increase Traffic Volume
- 19. Inbound Marketing Search Engines Blogs Social Media Get Found Convert
- 20. Content Drives Visitors • Search engines like fresh content • People like fresh content • More tickets in the SEO lottery
- 21. More Content = More Visitors & Power Average Website Pages by Alexa Traffic Rank 1,000,000 Average # of Webpages 100,000 10,000 1,000 > 10,000,000 5,000,001 to 1,000,001 to 500,001 to 100,001 to < 100,000 (Extremely 10,000,000 5,000,000 1,000,000 500,000 (High (Very High Low Traffic) (Very Low (Low Traffic) (Medium Traffic) Traffic) Traffic) Traffic) Alexa Traffic Rank
- 22. More Content = More Visitors & Power Average Website Pages by Page Rank 10,000,000 Average # of Webpages 1,000,000 100,000 10,000 1,000 1 2 3 4 5 6 7 8 9 10 Page Rank (10 is best)
- 23. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
- 26. Publish Content to Social Media
- 27. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 27
- 28. Publish Content to Social Media
- 29. How to Convert More Leads
- 30. Lead Conversion is Critical Step Target Market Conversion is where we take what we have spent time and Website Visitors money to get (visitors) and change it into something valuable to marketing (leads). Leads A cost becomes a benefit. Opportunities Customers
- 31. Conversion Tips 1. Call to Action 2. Offer 3. Landing Page
- 32. Calls to Action
- 33. Call to Action Tips • Action Oriented & Positive • Click here! Sign up now! Tweet this! • Simple & Clear • Make it Pop • Link Both Text & Images • Targeted to Audience
- 34. Call to Action What do I do here?
- 35. Call to Action on Every Page 35
- 36. Action Oriented & Positive
- 38. Make it Pop 38
- 39. Link Both Text & Images
- 41. Offers
- 42. Tips for Offers • WIIFM? • Try a “Kit” • Target Offer to Content • Match Offer & Landing Page • Test, Test, Test
- 43. WWIF - What’s In It For Me? VS.
- 44. Try a “Kit”
- 45. Target Offer to Content 45
- 46. Match Offer & Landing Page 46
- 47. Test, Test, Test
- 48. Landing Pages
- 49. Landing Page Tips • Minimize distractions • Graphics matter • Keep it short & simple • Above the fold is best
- 50. Minimize Distractions - Go Naked
- 51. Graphics Matter Bad Good
- 52. Keep it Short & Simple 32% Conversion 53% Conversion
- 53. Above the Fold is Best The Fold 53
- 55. How to Improve Lead Quality
- 56. Improving Lead Quality Drive more inbound leads Attract the right website visitors Nurture leads to the next step Provide Sales with detailed info
- 57. How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to. 57
- 58. A Word of Caution • Writing for your personas DOES NOT mean writing about the products and services you sell them • Write about the things they want to learn about 58
- 59. Attract the Right Visitors 59
- 60. Attract the Right Visitors
- 61. Lead Nurturing Get leads to take the next step
- 62. Provide More Lead Information Give sales a more complete picture Show the activity on each lead Customize follow-up to activity
- 63. Lead Details
- 64. Salesforce.com or Other CRM
- 65. How to Measure Lead Close Rates
- 66. Closed Loop Marketing Measurement Track leads all the way through sales Tie website visitors to closed deals Tie closed deals to lead sources or campaigns
- 67. Measure the Lead Funnel
- 68. Track Visitors, Leads, Sales Track visitors. Track leads. Track customers.
- 70. Which Offers Convert Better?
- 75. What HubSpot Software Does 75
- 76. Thank You! www.HubSpot.com/Free-Trial Prashant Kaw Ellie Mirman Inbound Marketing Manager Inbound Marketing Manager Twitter: @prashantkaw Twitter: @ellieeille