Lead Generation and Conversion in Inbound Marketing and Social Media
 

Lead Generation and Conversion in Inbound Marketing and Social Media

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You have fans – so NOW what? Conversion, Landing Pages, Offers ...

You have fans – so NOW what? Conversion, Landing Pages, Offers

The offer and landing page are important parts of any lead generation marketing campaign. This is where the conversion takes place to fill the top of the sales funnel. You work really hard on all your blogging and social media efforts, but without attractive offers and optimized landing pages, all that effort goes to waste. There is a lot that goes into a successful landing page from the offer to the call-to-action, to the landing page layout. This session will cover all the basics of how to convert more of your traffic into leads and sales and actually make something worthwhile out of all your inbound marketing effort.

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Lead Generation and Conversion in Inbound Marketing and Social Media Lead Generation and Conversion in Inbound Marketing and Social Media Presentation Transcript

  • Lead Generation & Conversion TipsThe BIG Conference - October 2009 – Portland, ME
    Mike Volpe
    VP Marketing @HubSpot
    Twitter: @mvolpe
  • What’s HubSpot?
    • Marketing software for SMBs
    • Over 1,800 customers in 3 years
    • 99employees, lots of MIT grads
  • Marketing is Changing
    1950 - 2000
    2000 - 2050
  • Outbound Marketing
  • Outbound Marketing is Harder
    800-555-1234
    Annoying
    Salesperson
  • The Good News…
  • Inbound Marketing
  • But… Visitors are Not Customers!
    Flickr: Refracted Moments
  • The Great News…
    www.HubSpot.com/ROI
  • How can inbound marketing generate leads and sales?
  • Death to “Social Media Communists”!
  • Inbound Lead Generation
    Publish
    Promote
    Optimize
    Convert
  • Lead Generation w/ Inbound Marketing
    Create great offers
    Use tons of calls to action
    Optimize your landing pages
    Nurture your leads
  • Offers
  • Offers
  • Great Offers
    Free products, free trials
    Very useful info – tips, how to, data
    Gifts or promotions
    Value must be greater than the cost…
  • Calls to Action
  • Calls to Action – Blog Posts
  • Calls to Action – Twitter Grader
  • Calls to Action – Website Grader
  • Never let the user guess
    what to do next.
  • Great Calls to Action
    Use LOTS of them, everywhere
    Test to find the best
    Colors, text, size, place
    Make the next step obvious
  • Landing Pages
  • Go Naked
  • How Naked is Up to You…
  • Graphics Matter
  • Keep It Simple
  • Keep It Short
    53% Conversion
    32% Conversion
  • Don’t Put Form Below the Fold
  • Don’t – Ask for Really Private Info
  • Don’t – Use a Clear / Cancel Button
  • Track Your Conversion Rate
  • Testing
  • Free Tool in Alpha/Beta
    http://action.grader.com
  • Final Rule? Nothing is Set in Stone!
  • Great Landing Pages
    Limit distractions (navigation / links)
    Keep it short and simple
    Track your conversion %
    Test to find the best
  • Analysis and Measurement
    Flickr: akisra
  • Traffic
  • Leads
  • Sales
  • …By Channel or Source
    Visitors
    Leads
    Sales
    SEO
    Social
    Media
  • Thank You!
    Next Step? Free Trial of HubSpot:
    www.HubSpot.com/free-trial
    Mike Volpe
    VP Marketing @HubSpot
    Twitter: @mvolpe
  • Additional Resources
    FacebookMarketing eBook
    http://www.hubspot.com/facebook-for-business-marketing-hub/
    Twitter Marketing eBook
    http://www.hubspot.com/twitter-marketing-hub/
    Social Media Marketing Kit
    http://www.hubspot.com/twitter-marketing-hub/
    Blog: http://Blog.HubSpot.com