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......

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
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  • 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

  • 1. New Hire Training:Creating Amazing Content ThatConverts (+ Mini workshop)
  • 2. I’m Nick Sal.Nice to meet you. nicksalinbound.com
  • 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. 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. 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. More Traffic, Leads & Customers with Inbound Marketing Campaigns Keywords & Blogging Social Analyze Media Email Offers Landing Lead Pages & Nurturing CTA’s
  • 7. LEAD CONVERSIO1 N PROCESS
  • 8. An EffectiveCONVERSION PATH
  • 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. Call To Action Landing Page Thank You Page
  • 11. Thank You Page Example 1. Call to Action 2. Landing Page 3. Thank you Page
  • 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. 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. 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. 3 Types ofOFFERS
  • 16. CREATE ANOFFER
  • 17. WHAT MAKES A GOOD2 OFFER?
  • 18. BADOFFER
  • 19. Bad Offer Example
  • 20. GOODOFFER
  • 21. Good Offer Example
  • 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. Lead Generation Campaign Prospect Lead Customer Link to Offer
  • 24. Prospect Generation Campaign Prospect Lead Link to Offer Customer
  • 25. Customer Generation Campaign Prospect Lead Customer Link to Offer
  • 26. LP’S CTA’S3 TYP’S
  • 27. WHAT MAKESA GREATLANDINGPAGE?
  • 28. #1 ATTENTION-GRABBING HEADLINE.
  • 29. #2 CLEARLY EXPLAIN VALUE OF THE OFFER.
  • 30. #3 REMOVEALL DISTRACTIONS TO THE FORM
  • 31. #4 INCLUDE A RELEVANT IMAGE
  • 32. #5 OPTIMIZE THE FORM
  • 33. #6 PASS THE BLINK TEST.
  • 34. Good Landing Page Example
  • 35. Bad Landing Page Example
  • 36. GO!Login to your HubSpotaccount and go to:Create > Landing Pages
  • 37. USING THE4 LANDING PAGE TOOL
  • 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. Accessing the Landing PageTool
  • 40. 1 SETTING UP YOUR LOGO/HEADER
  • 41. Select Manage Settings
  • 42. Set up your Logo/Header
  • 43. 2 SETTING UP YOUR SUBDOMAIN
  • 44. 1. Select Manage Settings
  • 45. 2. Setup your subdomain
  • 46. Connect your Subdomain
  • 47. Confirm Subdomain Connection Subdomain Connection typically takes between ½ hour to 24 hours depending on your registrar
  • 48. 3 CREATING YOUR LANDING PAGE
  • 49. Creating your Landing Page
  • 50. Creating your Landing Page Note: Your leads will not see this landing page name; it is only visible to you.
  • 51. Creating your Landing Page
  • 52. Creating your Landing Page
  • 53. Creating your Landing Page
  • 54. Creating your Landing Page
  • 55. 4 CREATING/ADDIN G YOUR FORM
  • 56. Create/Add your Form
  • 57. Edit your Form
  • 58. Edit form contact properties
  • 59. FOLLOW UP5 EMAIL, SOCIAL SHARING, CAMPAI GNS & ADVANCED OPTIONS
  • 60. Form Notifications & Follow upemail
  • 61. Social Sharing, Campaign & MetaDescription
  • 62. Options
  • 63. Preview & Publish
  • 64. ? ANALYZE YOUR LANDING PAGE
  • 65. Analyze your Landing Pages
  • 66. Analyze your Landing Pages
  • 67. HOW TOMAKEA GREAT You Can 3THANK YOUPAGE! Vary the Colors for Visual Interest
  • 68. #1 RESEARCH GREATCONTENT FORTHANK YOU PAGE
  • 69. #2 BUILD IN COMPLIMENTARY DEEPER FUNNEL OFFERS (EXTRA HIGH FIVES FROM SALES TEAM!)
  • 70. #3 ATTACH THE THANK YOU PAGE
  • 71. #4 SEND PAGETO A COLLEAGUEFOR REVIEW
  • 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. GO!Login to HubSpotaccount and go to You Can 3 Vary theyour landing page. Colors for Visual Interest
  • 74. WHAT MAKESA GREATCALL TOACTION?
  • 75. #1 MAKE THEOFFER CLEAR
  • 76. #2 BE ACTION-ORIENTED
  • 77. #3 KEEP IT ABOVE THE FOLD
  • 78. #4 MAKE IT POP
  • 79. #5 MATCH OFFER WITH LANDING PAGE HEADLINE
  • 80. #6 PLACE ONMOST RELEVANT PAGES
  • 81. GOOD CALL TO ACTION OFFERS 84
  • 82. Win A Cookie Monster! Enter to Win!
  • 83. GO!Login to your HubSpotaccount and go to:Create > Call To Actions
  • 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. 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. 5 CLASS TASKS
  • 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. Conversion Process 1. Call to Action 2. Landing Page 3. Thank you Page
  • 89. THANK YOUTHANK YOUTHANK YOU
  • 90. Want to learn more? Sign up for Nick’s HubSpot Blog: NickSalInbound.com >> HubSpot Training
  • 91. Are you a VAR? Sign up for HubSpot Partner Broadcasthttp://academy.hubspot.com/partner-broadcast http://academy.hubspot.com/partner-broadcast