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New Hire Training:Creating Amazing Content ThatConverts (+ Mini workshop)
I’m Nick Sal.Nice to meet you.      nicksalinbound.com
Tell us about yourself:                1.) Who you are, where you’re from                2.) What you’re excited about @ H...
Understanding    Lead Conversion1   Process – Why is it    important?           How do we create a    2      (Good) Offer ...
Why have a conversion process?Lead Conversion is Fundamental to            Inbound   Funnel               Execution   Traf...
More Traffic, Leads & Customers    with Inbound Marketing           Campaigns             Keywords                        ...
LEAD    CONVERSIO1   N PROCESS
An EffectiveCONVERSION PATH
The Inbound Marketing Conversion Path       Your Website                      HubSpot                                     ...
Call To Action   Landing Page                 Thank You Page
Thank You Page Example  1. Call to Action                      2. Landing Page 3. Thank you Page
Conversion Process   ?       Component Recap  Component                            Best PracticesAn Offer           •   Wh...
Your Conversion Process Set-Up Steps1   1             2              3           4 Research      Outline a       Attend   ...
The Buying Process: It all starts with the offer!Perform ResearchProspect knows there is aproblem that needs to besolved  ...
3 Types ofOFFERS
CREATE ANOFFER
WHAT MAKES    A GOOD2   OFFER?
BADOFFER
Bad Offer Example
GOODOFFER
Good Offer Example
The Inbound Marketing Funnel: Planning Your Persona’s                       Offers                                   Offer...
Lead Generation Campaign     Prospect      Lead    Customer                  Link to Offer
Prospect Generation    Campaign  Prospect   Lead                Link to Offer  Customer
Customer Generation     Campaign  Prospect   Lead  Customer               Link to Offer
LP’S    CTA’S3   TYP’S
WHAT MAKESA GREATLANDINGPAGE?
#1 ATTENTION-GRABBING HEADLINE.
#2 CLEARLY EXPLAIN VALUE             OF THE OFFER.
#3 REMOVEALL DISTRACTIONS     TO THE FORM
#4 INCLUDE A RELEVANT IMAGE
#5 OPTIMIZE THE FORM
#6 PASS THE BLINK TEST.
Good Landing Page Example
Bad Landing Page Example
GO!Login to your HubSpotaccount and go to:Create > Landing Pages
USING THE4    LANDING    PAGE TOOL
Using the Landing Page tool1   Setting up your Logo/Header2   Setting up your Landing Page Subdomain3   Creating your Land...
Accessing the Landing PageTool
1   SETTING UP    YOUR    LOGO/HEADER
Select Manage Settings
Set up your Logo/Header
2   SETTING UP    YOUR    SUBDOMAIN
1. Select Manage Settings
2. Setup your subdomain
Connect your Subdomain
Confirm Subdomain Connection    Subdomain Connection typically takes    between ½ hour to 24 hours depending on    your re...
3   CREATING YOUR    LANDING PAGE
Creating your Landing Page
Creating your Landing Page  Note: Your leads will not see this landing page name; it is only visible to  you.
Creating your Landing Page
Creating your Landing Page
Creating your Landing Page
Creating your Landing Page
4   CREATING/ADDIN    G YOUR FORM
Create/Add your Form
Edit your Form
Edit form contact properties
FOLLOW UP5   EMAIL, SOCIAL    SHARING, CAMPAI    GNS & ADVANCED    OPTIONS
Form Notifications & Follow upemail
Social Sharing, Campaign & MetaDescription
Options
Preview & Publish
?   ANALYZE YOUR    LANDING PAGE
Analyze your Landing Pages
Analyze your Landing Pages
HOW TOMAKEA GREAT You Can    3THANK YOUPAGE!        Vary the        Colors for        Visual        Interest
#1 RESEARCH GREATCONTENT FORTHANK YOU PAGE
#2 BUILD IN COMPLIMENTARY DEEPER           FUNNEL OFFERS      (EXTRA HIGH FIVES FROM SALES TEAM!)
#3 ATTACH THE THANK YOU PAGE
#4 SEND PAGETO A COLLEAGUEFOR REVIEW
Good Thank You Page Example                           1       Returned Menu                                   Navigation  ...
GO!Login to HubSpotaccount and go to               You Can            3  Vary theyour landing page.               Colors f...
WHAT MAKESA GREATCALL TOACTION?
#1 MAKE THEOFFER CLEAR
#2 BE ACTION-ORIENTED
#3 KEEP IT ABOVE THE FOLD
#4 MAKE IT POP
#5 MATCH OFFER WITH LANDING       PAGE HEADLINE
#6 PLACE ONMOST RELEVANT PAGES
GOOD CALL TO ACTION OFFERS                             84
Win A Cookie Monster!        Enter to Win!
GO!Login to your HubSpotaccount and go to:Create > Call To Actions
Your Website                                        HubSpot                                                   Subdomain  T...
Adding Lead Nurturing                                    Lead Nurturing ToFu Offer        ToFu Offer         Campaign CTA ...
5   CLASS    TASKS
Class Resources1   How to setup your Landing Page subdomain (step by step tutorial)    How to create an offer that generat...
Conversion Process 1. Call to Action     2. Landing                       Page   3. Thank you Page
THANK YOUTHANK YOUTHANK YOU
Want to learn more? Sign up for Nick’s HubSpot                    Blog:    NickSalInbound.com >> HubSpot Training
Are you a VAR? Sign up for HubSpot Partner                  Broadcasthttp://academy.hubspot.com/partner-broadcast   http:/...
Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]
Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]
Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]
Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]
Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]
Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]
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Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]

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What if you could significantly increase the number of leads your website was producing without driving any additional traffic. This is possible with smart conversion rate optimization including landing page optimization.

Join us as Nick Salvatoriello of the Hubspot - Academy Team - joins us to talk about the key elements your landing pages should have in order to maximize conversions and boost your leads. Nick will be reviewing all of these techniques and then showing us real world examples from Hubspot and others that are proven to drive amazing results.

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  • Note that many of the tools can be applied to one or more stages of the methodology. With the exception of “Delight,” we listed the tools under the marketing function where they first come into play.How this Methodology will make HubSpot Better:Internal alignment on one, integrated, complete marketing methodology makes sure every person in every department is delivering the same, consistent message to every outlet.A single, streamlined methodology allows us to ensure we’re selling the product we have and teaching it to be used for everything it’s capable of.Agreement on goals/direction across all departments means we know exactly what we’re working towards making better, which means a higher qualityproduct and experience for the customer.Communication efficiency- if we’re all on the same page, there’s less time spent explaining “where we’re coming from on this.”Increases our power in the market. Let’s be at the top of the search results by being on the cutting edge of change when it comes to taking the Inbound Marketing Methodology from “eh, I guess I get it” to “OMG that’s AWESOME I totally understand why this is such a huge deal!”Along the same vein as above, we have a huge audience. Let’s take advantage of it.How this will help our Users & CustomersThe reworked methodology provides a clear view on how the tool can be used to address every marketing function and every lifecycle stage to the fullest extent—it clearly shows how to best use all the apps and understand why each one is necessary in a ‘big picture’ sense.Combining the context and content of marketing—the nouns and the verbs—helps customers make highly effective decisions and execute successful strategies to get the biggest ROI.This methodology lays out a much clearer image of the importance of an integrative approach to sales and marketing. Marketers need to know which prospects to target and how; sales needs those best prospects AND to understand how important it is to close the right customers because if you’re not selling to the right people, those people aren’t going to be happy customers.
  • Let’s take a look at the conversion processCTA’s is a full 1 hour class and has a pre-requisite which is this class…Landing PagesThe landing page & Form are the most critical parts of the conversion process and go hand in hand. The better optimized your landing pages are the more website visitors you can convert into leads. Although the landing page is the focal point to the conversion process, it is important to remember a landing page will do nothing more than capture information if you ignore the reset of the conversion process.For a successful conversion process each landing page must be accompanied by a “Call to Action” which drives website visitors to your landing page and a “Thank You Page” which delivers the offer and provides a path for your new lead to follow once they submit the form
  • Let’s take a look at the conversion processCTA’s is a full 1 hour class and has a pre-requisite which is this class…Landing PagesThe landing page & Form are the most critical parts of the conversion process and go hand in hand. The better optimized your landing pages are the more website visitors you can convert into leads. Although the landing page is the focal point to the conversion process, it is important to remember a landing page will do nothing more than capture information if you ignore the reset of the conversion process.For a successful conversion process each landing page must be accompanied by a “Call to Action” which drives website visitors to your landing page and a “Thank You Page” which delivers the offer and provides a path for your new lead to follow once they submit the form
  • The sole purpose of a landing page is to CONVERT LEADS. All else comes SECOND. Hyper focused.
  • A conversion process is only as good as the offer. You can create the best landing page and thank you page in the world, but if no one wants what you are offering in return for their information the conversion process will fail.Let’s quickly review some offers that tend to be successfulCreate an offer in-house Use templates provided by HubSpotLeverage a partnerTake a full class on offers available once a month,
  • Create an offer.
  • It needs to be attractive, it needs to ADD VALUE to that person. It’s a business asset. When there’s value, you’re willing to give away information.
  • The “lead funnel” (the universal model for demand management) gets well-deserved celebrity for giving B2B marketers a metaphor to communicate the relevance of marketing activities to revenue production.   The funnel’s clearly defined stage gates (MQL, SQL, SAL, etc.) give marketing the basis to collaborate with sales on lead management.  The funnel makes it easy to snapshot the health of the end-to-end pipeline. -Forrester Research post: http://blogs.forrester.com/lori_wizdo/12-11-06-forget_the_funnel_introducing_a_new_metaphor_for_lead_to_revenue_process_management?cm_mmc=RSS-_-TI-_-75-_-blog_2752&utm_medium=referral&utm_source=pulsenews
  • https://www.dropbox.com/s/0rjebtw9d62s2my/buying_process_content%20planning%20worksheet%202012.xlsx
  • 40 minutes in
  • We will discuss three primary components for today’s presentation, which are: optimizing the page itself, status updates, and company page followers.
  • 45 minutes in
  • 50
  • 55
  • 60
  • First, research what content would be relevant to the offer on the landing page. Just as you would want to guide someone through the buying cycle via a lead nurturing campaign, you can speed up that same process by effectively using thank you pages. Second, speak with your sales team regarding what content or offer would be valuable to include on the thank you page in order to better qualify the new lead.
  • Thank you page with a form: This type of thank you page tries to reconvert the lead right away. For example, someone downloads a guide to buying a first home; the thank you page offer could be, “Speak with a First Time Home Buyer Specialist.” The page should also have one or two other calls to action, including links to the business’ blog or social media profiles.Thank you page without a form: This type of thank you page should try to reconvert the lead, but through the use of calls to action located on the page. The page should have two or three additional pieces of content.
  • Thank you page with a form: This type of thank you page tries to reconvert the lead right away. For example, someone downloads a guide to buying a first home; the thank you page offer could be, “Speak with a First Time Home Buyer Specialist.” The page should also have one or two other calls to action, including links to the business’ blog or social media profiles.Thank you page without a form: This type of thank you page should try to reconvert the lead, but through the use of calls to action located on the page. The page should have two or three additional pieces of content.
  • Thank You Page Example | Standard Bank and Trust - Financial ServicesStandard Bank and Trust Co, a neighborhood bank and wealth management company, created this thank you page which brings back the page navigation and presents another offer form in order to reconvert the lead right away.  This is an example of how using a form on your thank you page can work to speed the movement of leads down the sales process.
  • Engaging, throughout the customer’s buying cycle, requires completely different thinking.   It’s not about managing hundreds or thousands of ‘leads’ through a process of sequential attrition until tens or hundreds of deals emerge.  The goal is to to manage each single lead so that you maximize your chance of a successful revenue event.  And then you can repeat that process hundreds or thousands of times.      
  • Let’s take a look at the conversion processCTA’s is a full 1 hour class and has a pre-requisite which is this class…Landing PagesThe landing page & Form are the most critical parts of the conversion process and go hand in hand. The better optimized your landing pages are the more website visitors you can convert into leads. Although the landing page is the focal point to the conversion process, it is important to remember a landing page will do nothing more than capture information if you ignore the reset of the conversion process.For a successful conversion process each landing page must be accompanied by a “Call to Action” which drives website visitors to your landing page and a “Thank You Page” which delivers the offer and provides a path for your new lead to follow once they submit the form
  • Many of the tools can be applied to one or more stages of the methodology. The tool is listed under the marketing function where it first comesinto play and can be used downstream in the other phases of the methodology.
  • we are doing a promotion for INBOUND where if people buy a ticket, we will also send them the popular "For the Love of Marketing" t-shirt. It is also the last week where prices will be $799 before they jump to $999.
  • Q&A- your time to mentor newer VARS- Answer any questions now or provide best way to contact you for follow up
  • Transcript of "Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]"

    1. 1. New Hire Training:Creating Amazing Content ThatConverts (+ Mini workshop)
    2. 2. I’m Nick Sal.Nice to meet you. nicksalinbound.com
    3. 3. Tell us about yourself: 1.) Who you are, where you’re from 2.) What you’re excited about @ HubSpot 3.) 1 hidden talent/special fact about yourselfLet’s have a good MACtime, today!
    4. 4. Understanding Lead Conversion1 Process – Why is it important? How do we create a 2 (Good) Offer to use in the conversion process?33 What makes a good LP, CTA, TYP 44 Workshop Time
    5. 5. Why have a conversion process?Lead Conversion is Fundamental to Inbound Funnel Execution Traffic Traffic (Top) Lead s Analyze Leads (Mid) Customer Custome s rs (Bottom)
    6. 6. More Traffic, Leads & Customers with Inbound Marketing Campaigns Keywords & Blogging Social Analyze Media Email Offers Landing Lead Pages & Nurturing CTA’s
    7. 7. LEAD CONVERSIO1 N PROCESS
    8. 8. An EffectiveCONVERSION PATH
    9. 9. The Inbound Marketing Conversion Path Your Website HubSpot SubdomainHighly Trafficked Web Page Landing Page Form 1. What’s the offer? Call To Action 2. Why is it great? Button 3. How do I get it? submit Thank You Page Click Here To Download The Offer! “Next Steps” Content (i.e. blog posts)
    10. 10. Call To Action Landing Page Thank You Page
    11. 11. Thank You Page Example 1. Call to Action 2. Landing Page 3. Thank you Page
    12. 12. Conversion Process ? Component Recap Component Best PracticesAn Offer • What do my prospective customers want to learn about? • What will position me as a thought leader in my industry?A Landing Page • Limited exit points • Conveys three important messages: 1. What they’re getting 2. How they’re getting it (filling out the form) 3. Why they Can’t Live Without ItA Form • Least amount of fields possible for you to get the information you need to be successful • After completing, goes to a Thank You PageA Thank You Page • Includes a link to download the offerA Call To Action • Action-oriented messaging (download, get, see, etc.)Button • Consistent with the landing pages it’s linked to • Where do we put the CTA? (Hint: Use “Visits by Page”)
    13. 13. Your Conversion Process Set-Up Steps1 1 2 3 4 Research Outline a Attend Attend your valuable HubSpot HubSpot persona’s content offer Academy: Academy: needs/goals for them Creating Creating Landing CTAs + Pages in Thank You HubSpot Pages in Hubspot
    14. 14. The Buying Process: It all starts with the offer!Perform ResearchProspect knows there is aproblem that needs to besolved Establish Buying Criteria Prospect recognizes a need Free whitepaper for a solution like yours.Free guides & tip-sheets Evaluate Vendors Free eBooks Prospect seeks solutions Free checklists to their need; ready to buy. Free videos Free webinars Free kits (combo of Case Studies above) Free Sample Product spec sheets Free trials Catalogs Demos Free Consultations Estimates or quotes Coupons
    15. 15. 3 Types ofOFFERS
    16. 16. CREATE ANOFFER
    17. 17. WHAT MAKES A GOOD2 OFFER?
    18. 18. BADOFFER
    19. 19. Bad Offer Example
    20. 20. GOODOFFER
    21. 21. Good Offer Example
    22. 22. The Inbound Marketing Funnel: Planning Your Persona’s Offers Offer 1 Best Practices: 1. Answers the question “What Do I Need?” 2. Examples: Top of the • Guides Funnel • eBooks Offer 2 Best Practices: 1. Answers the question “Why Do I Need it From You?” 2. Examples: Middle of the • Case Studies Funnel • Recorded Webinars Offer 3 Best Practices: 1. Answers the question “Why Bottom of Should I Buy Now?” the Funnel 2. Examples: • Consultations • Audits
    23. 23. Lead Generation Campaign Prospect Lead Customer Link to Offer
    24. 24. Prospect Generation Campaign Prospect Lead Link to Offer Customer
    25. 25. Customer Generation Campaign Prospect Lead Customer Link to Offer
    26. 26. LP’S CTA’S3 TYP’S
    27. 27. WHAT MAKESA GREATLANDINGPAGE?
    28. 28. #1 ATTENTION-GRABBING HEADLINE.
    29. 29. #2 CLEARLY EXPLAIN VALUE OF THE OFFER.
    30. 30. #3 REMOVEALL DISTRACTIONS TO THE FORM
    31. 31. #4 INCLUDE A RELEVANT IMAGE
    32. 32. #5 OPTIMIZE THE FORM
    33. 33. #6 PASS THE BLINK TEST.
    34. 34. Good Landing Page Example
    35. 35. Bad Landing Page Example
    36. 36. GO!Login to your HubSpotaccount and go to:Create > Landing Pages
    37. 37. USING THE4 LANDING PAGE TOOL
    38. 38. Using the Landing Page tool1 Setting up your Logo/Header2 Setting up your Landing Page Subdomain3 Creating your Landing Page4 Setting up your Form Follow Up Email, Social Sharing, Campaigns &5 Advanced Options6 Analyze your Landing Page
    39. 39. Accessing the Landing PageTool
    40. 40. 1 SETTING UP YOUR LOGO/HEADER
    41. 41. Select Manage Settings
    42. 42. Set up your Logo/Header
    43. 43. 2 SETTING UP YOUR SUBDOMAIN
    44. 44. 1. Select Manage Settings
    45. 45. 2. Setup your subdomain
    46. 46. Connect your Subdomain
    47. 47. Confirm Subdomain Connection Subdomain Connection typically takes between ½ hour to 24 hours depending on your registrar
    48. 48. 3 CREATING YOUR LANDING PAGE
    49. 49. Creating your Landing Page
    50. 50. Creating your Landing Page Note: Your leads will not see this landing page name; it is only visible to you.
    51. 51. Creating your Landing Page
    52. 52. Creating your Landing Page
    53. 53. Creating your Landing Page
    54. 54. Creating your Landing Page
    55. 55. 4 CREATING/ADDIN G YOUR FORM
    56. 56. Create/Add your Form
    57. 57. Edit your Form
    58. 58. Edit form contact properties
    59. 59. FOLLOW UP5 EMAIL, SOCIAL SHARING, CAMPAI GNS & ADVANCED OPTIONS
    60. 60. Form Notifications & Follow upemail
    61. 61. Social Sharing, Campaign & MetaDescription
    62. 62. Options
    63. 63. Preview & Publish
    64. 64. ? ANALYZE YOUR LANDING PAGE
    65. 65. Analyze your Landing Pages
    66. 66. Analyze your Landing Pages
    67. 67. HOW TOMAKEA GREAT You Can 3THANK YOUPAGE! Vary the Colors for Visual Interest
    68. 68. #1 RESEARCH GREATCONTENT FORTHANK YOU PAGE
    69. 69. #2 BUILD IN COMPLIMENTARY DEEPER FUNNEL OFFERS (EXTRA HIGH FIVES FROM SALES TEAM!)
    70. 70. #3 ATTACH THE THANK YOU PAGE
    71. 71. #4 SEND PAGETO A COLLEAGUEFOR REVIEW
    72. 72. Good Thank You Page Example 1 Returned Menu Navigation 2 Secondary Call to Action Included 3 Great Content Offered 4 Contact Form Included 5 Social Following Options
    73. 73. GO!Login to HubSpotaccount and go to You Can 3 Vary theyour landing page. Colors for Visual Interest
    74. 74. WHAT MAKESA GREATCALL TOACTION?
    75. 75. #1 MAKE THEOFFER CLEAR
    76. 76. #2 BE ACTION-ORIENTED
    77. 77. #3 KEEP IT ABOVE THE FOLD
    78. 78. #4 MAKE IT POP
    79. 79. #5 MATCH OFFER WITH LANDING PAGE HEADLINE
    80. 80. #6 PLACE ONMOST RELEVANT PAGES
    81. 81. GOOD CALL TO ACTION OFFERS 84
    82. 82. Win A Cookie Monster! Enter to Win!
    83. 83. GO!Login to your HubSpotaccount and go to:Create > Call To Actions
    84. 84. Your Website HubSpot Subdomain ToFu Offer ToFu Offer CTA Button Landing PageToFu Offer Best Fills outPractices: form• Answers the question “What Do I Need?”• Website Placement: Thank You Page Highly trafficked page; homepage. MoFu Offer MoFu Offer CTA Button Landing PageMoFu Offer Best Practices: Fills out form• Answers the question “Why Do I Need it From You?” Thank You Page• Website Placement: Moderately trafficked page; 1-2 steps removed. BoFu Offer BoFu Offer Landing Page CTA ButtonOffer 3 Best Practices: Fills out form• Answers the question “Why New Should I Buy Now?” Customer/Clie• Website Placement: Low nt! Thank You Page trafficked page; 2-3 steps removed.
    85. 85. Adding Lead Nurturing Lead Nurturing ToFu Offer ToFu Offer Campaign CTA Button Landing Page Automated Lead Nurturing Fills out Email is sent after X form Days, thanking them for Thank You Page downloading Offer #1 and tells them about Offer #2 MoFu Offer MoFu Offer Landing Page CTA Button Fills out form Automated Lead Nurturing Thank You Page Email is sent after X Days, telling them about Offer #3 BoFu Offer BoFu Offer CTA Button Landing Page Fills out form New Customer/Clie nt! Thank You Page
    86. 86. 5 CLASS TASKS
    87. 87. Class Resources1 How to setup your Landing Page subdomain (step by step tutorial) How to create an offer that generates leads (templates2 available)3 Marketing offer templates PowerPoint Template for creating stellar Ebooks (direct download on4 click)5 How to get Started with the HubSpot 3 Landing Page Tool6 How to create a HubSpot 3 Landing Page (step by step tutorial)7 How to use the Template Builder for HubSpot 3 Landing Pages How to customize the look and feel of your HubSpot 3 Landing8 Pages
    88. 88. Conversion Process 1. Call to Action 2. Landing Page 3. Thank you Page
    89. 89. THANK YOUTHANK YOUTHANK YOU
    90. 90. Want to learn more? Sign up for Nick’s HubSpot Blog: NickSalInbound.com >> HubSpot Training
    91. 91. Are you a VAR? Sign up for HubSpot Partner Broadcasthttp://academy.hubspot.com/partner-broadcast http://academy.hubspot.com/partner-broadcast
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