Southern NH Hubspot User Group | Lead Generation Efficiencies
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This presentation is from the February 18 meeting of the Southern NH Hubspot User Group (SNHHUG).
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Southern NH Hubspot User Group | Lead Generation Efficiencies
- 1. HOSTED BY: SAVOIR FAIRE MARKETING/COMMUNICATIONS SAVOIRFAIRE-US.COM WELCOME.
- 2. LinkedIn Group: Southern NH HUG snhhug.hubspotusergroups.com HOSTED BY: SAVOIR FAIRE MARKETING/COMMUNICATIONS SAVOIRFAIRE-US.COM Hashtag: #SNHHUG
- 3. AGENDA INBOUND METHODOLOGY WHAT IS LEAD GENERATION HOW TO DO LEAD GENERATION CREATING EFFICIENCIES
- 7. WHAT IS LEAD GENERATION The process of attracting visitors and converting them to leads and potentially to customers
- 9. WHAT IS THE CONVERSION PROCESS Call-to-Action Landing Page Thank-You Page
- 11. HOW TO DO LEAD GENERATION
- 12. YOU NEED CONTENT
- 13. YOU NEED CONTENT
- 14. We’ve built up these big marketing assets that continue driving ROI for our business. So I could send the whole marketing team on vacation at HubSpot, and our new lead flow wouldn’t actually drop by that much. Mike Volpe, Hubspot
- 15. LEAD CONVERSION BEST PRACTICES Keep buyer personas in mind Build content based on the buyer’s journey
- 16. BUYER PERSONAS Fictional characters marketers create by doing research. They represent your ideal customer & help you to refine your marketing activities.
- 17. THE BUYER’S JOURNEY Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem. Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity. Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision.
- 18. THE BUYER’S JOURNEY Analyst reports Research reports eGuides & eBooks Editorial content Expert content White papers Educational content Comparison guides Expert guides Live interactions Webcast/podcast Product comparison Case studies Trial download Product literature Live demo
- 20. 4 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION 1. Map all content to buyer personas & buyer’s journey. 2. Recycle & reuse existing content. 3. Promote content 4. Learn what works from analytics.
- 21. MAP CONTENT TO JOURNEY
- 22. MAP CONTENT TO JOUNEY
- 23. 4 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION 1. Map all content to buyer personas & buyer’s journey. 2. Recycle & reuse existing content. 3. Promote content 4. Learn what works from analytics.
- 24. RE-PURPOSING EXISTING CONTENT What needs to be added? Removed? Re-worded? Take out purely internal content and make it public-friendly.Adjust. Combine. Expand. How can you combine related or unrelated things to provide new value and meaning? What have you already done that you can dig deeper into—or provide a more comprehensive big picture view?
- 25. PUBLISH YOUR OWN YEARLY REPORT
- 27. SHORTEN LONGER OFFERS 250 Page eBook 2 Page eBook
- 28. 4 WAYS TO AMP-UP EFFICIENCY OF LEAD GENERATION 1. Map all content to buyer personas & buyer’s journey. 2. Recycle & reuse existing content. 3. Promote content 4. Learn what works from analytics.
- 30. ASK YOURSELF THESE QUESTIONS Which landing pages convert the most leads, and why? What content offers do the best, and why? After content mapping, are there any gaping voids that need to be filled? Is there room to fine-tune existing content to convert more?
- 31. THANK YOU. HOSTED BY: SAVOIR FAIRE MARKETING/COMMUNICATIONS SAVOIRFAIRE-US.COM
Editor's Notes
- Agenda Inbound methodology What is lead generation How do I do lead generation Creating efficiencies
- A method of attracting visitors and converting them to leads and then to customer and lastly customers into promoters. Using a variety of tools during different stages. To attract, initially you create, distribute and promote content (blog, keywords, social publishing) Next, using forms, CTAs and Landing pages, converting visitors into leads Thirdly, using workflows and nurturing tools to close those leads Finally using Events, social media and targeted content to delight customers and turn them into evangelist.
- What is lead generation
- “The process of attracting visitors and converting them to leads and potentially to customers”
- The focus of lead generation is on the “Convert” stage of the inbound methodology, using CTAs, LP and thank you pages to turn casual visitors into leads by collecting contact information in exchange for resources or content or “payment”
- If you’ve created and promoted content, it is likely a visitor will find your Call-to-action in a blog post or elsewhere online, directing him/her to take an action. When the visitor clicks on the CTA, they should be sent to a corresponding landing page where the visitor can submit contact information in exchange for the offer. Finally, the visitor is sent to a Thank you page where the promise of the landing page is fulfilled.
- Due to time, we won’t get into best practices for creating CTAs and landing pages but Hubspot offers great resources on creating CTAs, optimizing landing pages and generating more leads.
- How to do lead generation
- Library analogy
- Mike Volpe quote: “We’ve built up these big marketing assets that continue driving ROI for our business. So I could send the whole marketing team on vacation at HubSpot, and our new lead flow wouldn’t actually drop by that much.” Your content are assets you own and which, if set up correctly, continually work for you. It is an investment that pays dividends long term. (versus continually throwing money into efforts such as google adwords)
- To be more efficient, it is best to: Keep buyer personas in mind Build content based on the buyers journey This allows content to be more targeted and relevant to different types of buyers Personas help identify buying behaviors and how/when to touch them Creating content for the various stages of the journey works with the buyer’s decision making and provides useful resources at the right time to answer the right questions
- Buyer personas are fictional characters representing your ideal customer, helping you to refine your marketing activities.
- There are three stages: Awareness when a prospect is experiencing a problem or expressing symptoms of a problem and is doing research to understand that problem better Consideration. This is when a prospect has defined and given a name to the problem and is looking for solutions Decision. The prospect has decided on a solution strategy, method or approach and is creating a list of vendors or products; he/she is researching to whittle down from a long to short list.
- Different types of content work better for different stages of the buyer’s journey Awareness stage content consists of ebooks or guides, whitepapers, educational content and reports Consideration stage content is more detailed and includes expert guides, comparison guides as well as live interactions and webcast/podcast The Decision stage content might include case studies, trials and demos. Decision stage content is higher commitment content than the awareness stage content, which can accessed at any time or place without much commitment
- Creating Efficiencies
- There are 4 ways to improve lead generation efficiency: Map your content to buyer personas & buyer’s journey Recycle and reuse existing content Promote content Learn what works from analytics and repeat
- Mapping content to the buyer’s journey. The goal: deliver the right content at the right time content should be satisfying their pressing questions, regardless of which buying stage they’re at. Mapping content to each of the stages allows you to cast a wide net catching potential customers from the top to the bottom of the funnel.
- This concepting worksheet from Hubspot helps you plan each piece of content to fit the persona, skill level, buyer’s journey stage and the format of the content. We’ll post a link to the PDF in the LinkedIn group
- Recycle & reuse existing content Not every piece of content needs to be 100% original. Looking at existing content and how it can be reused and recycled helps reduce time
- This can be done by: Adjusting content for different personas or to make documents more public-facing/friendly Combining content to create new, more in-depth content or to create new meaning and new value Expanding on existing content
- Look at your industry and create a yearly report. Much like Hubspot’s State of Inbound Marketing report. This can then be adjusted or repurposed by providing it as a different content types: podcast, infographic, or slideshare.
- Take an ebook (in this example one on creating landing pages) and create a new type of content such as an infographic (on the parts of a landing page) This is also important because people respond to different types of content and how they consume content
- Split longer, more in-depth pieces of content into smaller chunks These smaller chunks might be targeted to the top of the funnel or early decision making stages.
- Promote content
- Website, social, anything you control Earned is much like traditional PR where you sell your story to someone Paid anything you pay for like a sponsored post, post on PRWeb or PPC ad All three together help you amplify you messages.
- An important part of building efficiency is analysis. Look at what landing pages and offers are converting and use those to guide future layouts, language and offers. Why are they converting? Are there any voids in your content map that need to be filled? Analyzing existing efforts allows you to duplicate, replicate or build on those that worked while avoiding wasting times on what doesn’t.