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Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot]
 

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
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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

Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot] Creating Amazing Landing Page That Convert [Nick Sal. at Hubspot] Presentation Transcript