How To Convert More Website Visitors To Leads Using HubSpot

Convert More Website Visitors to Leads Using HubSpot Prashant Kaw Ellie Mirman Inbound Marketing Manager Inbound Marketing Manager Twitter: @prashantkaw Twitter: @ellieeille

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)

Outbound Marketing

Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

Marketing Has Changed 1950 - 2000 2000 - 2050

The Good News!

Inbound Marketing Blog SEO Social Media

Proven ROI of Inbound Marketing www.HubSpot.com/ROI

HubSpot Awards

HubSpot Buzz

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

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

Website Conversion Challenges • Traffic Volume • Lead Volume • Lead Quality • Measurement

Your website is the most important marketing tool that you have.

It’s Like Monopoly 15

Monopoly: Constantly Add Value 16

Which is better? • Website traffic has doubled • Lead flow has doubled -- Noel Huelsenbeck, CEO, Vocio

How to Increase Traffic Volume

Inbound Marketing Search Engines Blogs Social Media Get Found Convert

Content Drives Visitors • Search engines like fresh content • People like fresh content • More tickets in the SEO lottery

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

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)

What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

Optimize Your Content

Publish Content to Social Media

Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 27

Publish Content to Social Media

How to Convert More Leads

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

Conversion Tips 1. Call to Action 2. Offer 3. Landing Page

Calls to Action

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

Call to Action What do I do here?

Call to Action on Every Page 35

Action Oriented & Positive

Simple & Clear 37

Make it Pop 38

Link Both Text & Images

Targeted to Audience 40

Offers

Tips for Offers • WIIFM? • Try a “Kit” • Target Offer to Content • Match Offer & Landing Page • Test, Test, Test

WWIF - What’s In It For Me? VS.

Try a “Kit”

Target Offer to Content 45

Match Offer & Landing Page 46

Test, Test, Test

Landing Pages

Landing Page Tips • Minimize distractions • Graphics matter • Keep it short & simple • Above the fold is best

Minimize Distractions - Go Naked

Graphics Matter Bad Good

Keep it Short & Simple 32% Conversion 53% Conversion

Above the Fold is Best The Fold 53

HubSpot Landing Pages

How to Improve Lead Quality

Improving Lead Quality Drive more inbound leads Attract the right website visitors Nurture leads to the next step Provide Sales with detailed info

How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to. 57

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

Attract the Right Visitors 59

Attract the Right Visitors

Lead Nurturing Get leads to take the next step

Provide More Lead Information Give sales a more complete picture Show the activity on each lead Customize follow-up to activity

Lead Details

Salesforce.com or Other CRM

How to Measure Lead Close Rates

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

Measure the Lead Funnel

Track Visitors, Leads, Sales Track visitors. Track leads. Track customers.

Measure Campaign Effectiveness

Which Offers Convert Better?

Analyze Each Channel

What HubSpot Software Does 75

Thank You! www.HubSpot.com/Free-Trial Prashant Kaw Ellie Mirman Inbound Marketing Manager Inbound Marketing Manager Twitter: @prashantkaw Twitter: @ellieeille

How To Convert More Website Visitors To Leads Using HubSpot

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