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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