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How To Spy On Your Website Visitors Using HubSpot

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Businesses often miss out on opportunities for engaging with prospects and leads that are already on their site. In this economy it makes so much sense to try to squeeze more out of your existing site …

Businesses often miss out on opportunities for engaging with prospects and leads that are already on their site. In this economy it makes so much sense to try to squeeze more out of your existing site visitors as new audience acquisition is the bulk of most marketing expenses. Are you aware which of your leads have come back to your site? How are you engaging repeat visitors to improve conversion and close more business?

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  • DAN (2:00 MIN/4:00 MIN)Our subject today is HTSOYWVWHS, It is a little bit of a provocative title but it points up one of the best parts of inbound marketingUnlike traditional marketing that is measured in weeks and months and may be difficult to correlate to specific results, inbound marketing is done on line, so you can evaluate and measure EVERYTHINGIf you have good access to information & the info is easy to understand and learn from then you can Get a baseline for current performanceUnderstand how you rank vs. your competitorsFind out what works and what works best Promote the programs that work and terminate the ones that don’tThe good news is that it works, the better news is that it works quicklyHeidi and I will show you how in the next hourHow about a little about HubSpot
  • DAN What is outbound marketing – 2 Min/2:08How many people returned a call from a telesales person in the last 90 days?How many people open junk mail in the last 90 days?How many people answer email from someone they don’t know in the last 90 days? – a few raise there handHow many people were driving around in their car and wrote down an 800# from a radio advertisement and then called it later?How many people used Google yesterday- everyone raised their handHow many people used Google 25 times yesterday and people started clapping
  • DAN: 1 MIN: 2:09The lesson is very clear- THE MARKETING REVOLUTION IS OVER.. People’s buying habits have changed. The only question is when your marketing catches up to how people investigate your service and buy today.Traditional marketing methods haven’t changed in 30 years and they just don’t work efficiently- not only are marketing budgets getting squeezed, but people are getting good at blocking out interruption based activities- SPAM FILTER, TIVO, DO NOT CALL LISTS- in 2009 it is VERY HARD because technology works against youThere is an added challenge – INTERUPTION MARKETING
  • Heidi: 1 MIN: 2:10So after years of doing the same thing over and over, grinding out tough results there has been a significant change since the beginning of the 21st centuryThe ability to spread your message is not just for multi-million $ companies anymoreYou don’t have to invest zillions of $ in TV, radio ads to SPEW your message to everyoneBrands to emulate today are brands on the right – they use inbound marketing-to spread their message through non traditional marketing means
  • Dan: 2 MIN: 2:12So in the last few years we seen a huge increase in inbound marketingThe term was invented by DMS, popularized by HS, and refined over the last three yearsWhen Heidi and I started, squinched nose NOW, people come up to us and squeez Mike VolpeAnd there are lots of helpHeidi, tell your story about the cable provider (move to next slide)
  • What is inbound Marketing l Example– 2 min/2:14HEIDI : Dan you are so right…The premise behind Inbound Marketing is that people are searching for your products and services everyday, the question is whether they are able to find your site, or your competitors. Inbound marketing is all about making it really easy for people to find your site online – whether it’s through Search Engines, Blogging or Social Media – they are all fantastic ways for you to get more visibility to your site. HEIDI: One minute on a Google Search Product Research example (ie Comcast vs Verizon)HEIDI: The fact of the matter is that whenever a person needs to find something, their first instinct is to open up a search engine, type in a couple of keywords and check out the listings. If you are lucky enough to be one of the companies that shows up on the first few pages of the search results, they are going to check out your site. If you aren’t, it’s really hard build your business.
  • DAN: Everyone asks does it work?The results are IN and they are very encouraging.. Inbound Marketing works, works effectively and works quicklyFrom the Hubspot ROI studyUnconditional, table pounding, we accomplished our goal results
  • DAN Here is another studyFor many people internet marketing is PPCBut there is another wayProven ROI and success – best performing channels are Inbound Marketing Channels.Dan reads the slide
  • HubSpot INBOUND MARKETING SYSTEM- 4 minutes /2:18HEIDI : The best way to describe what HubSpot does, is to start by saying what we aren’t. We are not SEO consultants, but rather we are a software company that is laser focused on internet marketing. We have combined software tools, training and methodology to enable our clients to make very effective use of the internet. Our goal is to help you:Let your targeted audience find you: Leverage your website to attract higher quality traffic through search engines, blogging and social media, Convert higher percentages of site traffic into qualified leads and customers,Measure and Analyze your marketing programs to duplicate what you doInbound marketing isn’t hard, but it can be really confusing. With the HubSpot’s help, you will be able to tackle these new concepts very quickly and effectively.DAN: We have helped more than 1,000 clients get more leads and take on the big boys.Our customers range from solo entrepreneurs to Fortune 1000 clientsHubSpot Owner Product is $250 per month or $3500/year. HubSpot Marketer is $6500 per year. With either package, we pair each of our clients up with one of our Inbound Marketing Experts to provide 4 hours worth of consulting and training.HEIDI: We have a 97% retention rate because the product works AND in January 2009 people are running to jump on the bandwagon. Let’s face it, if you are not optimizing your site to be found by your best customers and converting them into leads- they are probably going someplace else – to a dark place, a bad place- like your competitors 
  • Dan
  • Dan TalksWhile He’s talking – I make a blog article
  • LANDING PAGES- 2 MIN/2:37HEIDI: So once the traffic is coming your way, you need to convert the traffic into a lead so a LANDING PAGE is a very tailored offer designed to get more people to drop their contact information. Landing pages have been around for a while and they really work to increase your conversions.But some of our customers had difficulty creating landing pages and then determining which ones worked the best, we have put together a great solution for you.HEIDI: (takes them through the tool)Let me show you how it works. See how easy that is – How would you like to have Landing pages by tomorrow AM-= click…click…click the toughest part is naming them  would that save you some time? HEIDI: Time for another poll question, Dan. This time on blogging. Do you blog etc. STATES THE QUESTION
  • Track conversions – either show slide or just demo product.Bring Product Up
  • Heidi
  • Heidi – Keyword analytics
  • Heidi
  • Heidi
  • DanLazy Girls blog + Companies Tab
  • Tips to improve site conversion – keyword optimization, blog optimizer
  • Optimized content will help with SEO.
  • Measure success from visitor through customer close.

Transcript

  • 1. How to Spy on Your Website Visitors with HubSpot Software
    Heidi Carlson
    hcarlson@hubspot.com
    Dan Tyre
    dtyre@hubspot.com
  • 2. Who is HubSpot?
    Founded: 2006
    Team: 100 (20 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
  • 8. Proven ROI of Inbound Marketing
    Cilk Arts Increases Leads 500%
    Makana Solutions 3x Leads, 2x Conversions
    VocioPays for HubSpot 30x Over with New Leads
    Objective Management Group Grows Leads 360%
    Bridge Group Doubles Online Leads
    www.HubSpot.com/ROI
  • 9. Proven ROI of Inbound Marketing
    www.HubSpot.com/ROI
  • 10. Build a traffic magnet
    Create Landing Pages
    Monitor visitor behavior
    Engage your website visitors
    Optimize Conversion
    Measure Results
    Monitoring Your Website Visitors
  • 11. HubSpot Inbound Marketing System
    • Software
    • 12. Support + Expertise
    • 13. No IT Required
    Content
    Management
    SEO
    Blog
    Social
    Media
    Landing
    Pages
    Lead
    Intelligence
    Analytics
    CRM
    (Salesforce.com or other)
  • 14. Build a Traffic Magnet
  • 15. Content is Thought Leadership
    • Interact with influencers – analysts & other thought leaders
    • 16. Push your thought leadership to Google
    • 17. Allow comments and discussion
    • 18. Encourage subscriptions and sharing of your thought leadership
  • CMS & Business Blog Software
    Easy to use, built for business
    Built in, interactive optimization
    Automatic publishing to email and social media
    Encourages fans to share content
    Business analytics
  • 19. Create Conversion Pages
  • 20. Landing Page Wizard
    Compelling offers
    Clear and simple
    Limited Navigation
    Forms above fold
  • 21. Landing Page Dashboard
    17
  • 22. Monitor Visitor Behavior
  • 23. Marketing Analytics
    How are visitors hearing about you?
    What keywords generate traffic?
    What content is popular?
    How to measure blog success?
    What’s converting?
  • 24. Keywords Driving Traffic
    20
  • 25. Top Performing Content
    21
  • 26. Top Campaign & Traffic Sources
  • 27. Engage Website Visitors
  • 28. Monitor Engagement with Software
    Repeat lead notifications
    Companies and locations
    Blog comments and feedback
    “Do” Social media
    Track social media interactions
  • 29. Optimize Conversion
  • 30. Increase Site Conversion
    Optimize site for “getting found”
    On and Off-page SEO
    More calls-to-action
    Content that performs well
  • 31. Optimized Content
  • 32. Measure Results
  • 33. Measure Business Results
    Measure visitors, leads and conversion rates from website
    Conversion from various channels and sources
    Closed-loop-marketing for everyone
  • 34. Metrics: Traffic, Leads, Customers
  • 35. Metrics: Traffic, Leads and Customers
    Visitors from Blog
  • 36. Thank You!
    www.HubSpot.com/Free-Trial
    Heidi Carlson
    Email: hcarlson@hubspot.com
    Dan Tyre
    Email: dtyre@hubspot.com