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How To Convert More Website Visitors To Leads Using HubSpot

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Content Preview
  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)
  3. Outbound Marketing
  4. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  5. Marketing Has Changed 1950 - 2000 2000 - 2050
  6. The Good News!
  7. Inbound Marketing Blog SEO Social Media
  8. Proven ROI of Inbound Marketing www.HubSpot.com/ROI
  9. HubSpot Awards
  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.
  15. It’s Like Monopoly 15
  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
  24. Optimize Your Content
  25. Optimize Your Content
  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
  37. Simple & Clear 37
  38. Make it Pop 38
  39. Link Both Text & Images
  40. Targeted to Audience 40
  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
  54. HubSpot Landing Pages
  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.
  69. Measure Campaign Effectiveness
  70. Which Offers Convert Better?
  71. Analyze Each Channel
  72. Analyze Each Channel
  73. Analyze Each Channel
  74. Analyze Each Channel
  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

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