0
Convert More Website
  Visitors to Leads Using
  HubSpot
              Prashant Kaw   Ellie Mirman
Inbound Marketing Manag...
HubSpot Background
•   Founded: 2006             1,500+ Customers
•   Team: 90 (15 MIT)
•   A: $5m General Catalyst
•   B:...
Outbound Marketing
Outbound Marketing is Broken
                               800-555-1234
                               Annoying
         ...
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


  ...
HubSpot Inbound Marketing
  Process                         Tools
Get Found                   Get Found
• Publish         ...
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, Vo...
How to Increase
 Traffic Volume
Inbound Marketing
   Search Engines      Blogs    Social Media




                    Get Found

                    Conv...
Content Drives Visitors
• Search engines like fresh
  content

• People like fresh content

• More tickets in the SEO
  lo...
More Content = More Visitors & Power
                               Average Website Pages by Alexa Traffic
               ...
More Content = More Visitors & Power
                                 Average Website Pages by Page Rank
                 ...
What to Publish?

•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Optimize Your Content
Optimize Your Content
Publish Content to Social Media
Social Media Drives Real Traffic
           HubSpot Blog Referrals (Q1 & Q2 2009)




             >15% Social Media; 22.9...
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...
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
 •   Ma...
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...
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%
                           Convers...
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 st...
How Do You Get Quality Leads?




            Kadient Photo by David Meerman Scott




       Create content that your tar...
A Word of Caution
 • Writing for your
   personas DOES NOT
   mean writing about the
   products and services
   you sell ...
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 fol...
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

   ...
Measure the Lead Funnel
Track Visitors, Leads, Sales




 Track visitors. Track leads. Track customers.
Measure Campaign Effectiveness
Which Offers Convert Better?
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
Analyze Each Channel
What HubSpot Software Does




75
Thank You!

     www.HubSpot.com/Free-Trial

              Prashant Kaw   Ellie Mirman
Inbound Marketing Manager    Inboun...
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How To Convert More Website Visitors To Leads Using HubSpot

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In order to get more leads and customers out of a website, companies need to apply inbound marketing best practices and have the tools to make rapid changes easily. Whether it is creating remarkable content, adding customized calls-to-action, or capturing leads on landing pages, learn how small businesses can leverage the HubSpot software and squeeze more conversion from the audience they already have engaged - their website visitors.

This free webinar will cover:
- How to create, optimize, and promote content to attract more potential buyers to your website
- How to capture more leads with customized calls to action and landing pages
- How to optimize your sales and marketing funnel with analytics and tools from the HubSpot software
- How to track results from your internet marketing efforts

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Transcript of "How To Convert More Website Visitors To Leads Using HubSpot"

  1. 1. Convert More Website Visitors to Leads Using HubSpot Prashant Kaw Ellie Mirman Inbound Marketing Manager Inbound Marketing Manager Twitter: @prashantkaw Twitter: @ellieeille
  2. 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. 3. Outbound Marketing
  4. 4. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson
  5. 5. Marketing Has Changed 1950 - 2000 2000 - 2050
  6. 6. The Good News!
  7. 7. Inbound Marketing Blog SEO Social Media
  8. 8. Proven ROI of Inbound Marketing www.HubSpot.com/ROI
  9. 9. HubSpot Awards
  10. 10. HubSpot Buzz
  11. 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. 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. 13. Website Conversion Challenges • Traffic Volume • Lead Volume • Lead Quality • Measurement
  14. 14. Your website is the most important marketing tool that you have.
  15. 15. It’s Like Monopoly 15
  16. 16. Monopoly: Constantly Add Value 16
  17. 17. Which is better? • Website traffic has doubled • Lead flow has doubled -- Noel Huelsenbeck, CEO, Vocio
  18. 18. How to Increase Traffic Volume
  19. 19. Inbound Marketing Search Engines Blogs Social Media Get Found Convert
  20. 20. Content Drives Visitors • Search engines like fresh content • People like fresh content • More tickets in the SEO lottery
  21. 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. 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. 23. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  24. 24. Optimize Your Content
  25. 25. Optimize Your Content
  26. 26. Publish Content to Social Media
  27. 27. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 27
  28. 28. Publish Content to Social Media
  29. 29. How to Convert More Leads
  30. 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. 31. Conversion Tips 1. Call to Action 2. Offer 3. Landing Page
  32. 32. Calls to Action
  33. 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. 34. Call to Action What do I do here?
  35. 35. Call to Action on Every Page 35
  36. 36. Action Oriented & Positive
  37. 37. Simple & Clear 37
  38. 38. Make it Pop 38
  39. 39. Link Both Text & Images
  40. 40. Targeted to Audience 40
  41. 41. Offers
  42. 42. Tips for Offers • WIIFM? • Try a “Kit” • Target Offer to Content • Match Offer & Landing Page • Test, Test, Test
  43. 43. WWIF - What’s In It For Me? VS.
  44. 44. Try a “Kit”
  45. 45. Target Offer to Content 45
  46. 46. Match Offer & Landing Page 46
  47. 47. Test, Test, Test
  48. 48. Landing Pages
  49. 49. Landing Page Tips • Minimize distractions • Graphics matter • Keep it short & simple • Above the fold is best
  50. 50. Minimize Distractions - Go Naked
  51. 51. Graphics Matter Bad Good
  52. 52. Keep it Short & Simple 32% Conversion 53% Conversion
  53. 53. Above the Fold is Best The Fold 53
  54. 54. HubSpot Landing Pages
  55. 55. How to Improve Lead Quality
  56. 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. 57. How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to. 57
  58. 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. 59. Attract the Right Visitors 59
  60. 60. Attract the Right Visitors
  61. 61. Lead Nurturing Get leads to take the next step
  62. 62. Provide More Lead Information Give sales a more complete picture Show the activity on each lead Customize follow-up to activity
  63. 63. Lead Details
  64. 64. Salesforce.com or Other CRM
  65. 65. How to Measure Lead Close Rates
  66. 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. 67. Measure the Lead Funnel
  68. 68. Track Visitors, Leads, Sales Track visitors. Track leads. Track customers.
  69. 69. Measure Campaign Effectiveness
  70. 70. Which Offers Convert Better?
  71. 71. Analyze Each Channel
  72. 72. Analyze Each Channel
  73. 73. Analyze Each Channel
  74. 74. Analyze Each Channel
  75. 75. What HubSpot Software Does 75
  76. 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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