Inbound Methodology: Convert
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The document discusses converting website traffic into leads. It recommends starting by analyzing site performance and conversion paths. Anatomy of a conversion path includes a CTA landing page, form, and thank you page. The document also discusses nurturing leads by placing relevant content and offers tailored to personas and stages like awareness, consideration and decision. Segmented email campaigns that provide guides, offers and webinars can help qualify 50% of leads.
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Inbound Methodology: Convert
- 1. Converting Visits to Leads UK HUG 21st September 2016 @hubspot #UKHug
- 2. Grainne O’Sullivan HubSpot Channel Consultant linkedin.com/in/grainneos @hubspot #UKHug
- 4. “But what about Converting that Traffic into Leads?” @hubspot #UKHug
- 5. 1 How to Convert Traffic 2 Where should you start? 3 Anatomy of a Conversion Path 4 Nurturing Leads to Qualify @hubspot #UKHug
- 6. HOW TO CONVERT TRAFFIC @hubspot #UKHug
- 7. Mary has expressed symptoms of a problem or opportunity Mary has defined the problem or opportunity Mary has decided the solution or strategy Awareness DecisionConsideration @hubspot #UKHug
- 8. How can I generate more leads for the Sales team? I need a Marketing tool that will make my team more efficient I am going to try HubSpot Awareness Consideration Decision @hubspot #UKHug
- 9. ? eBook s Product Videos Testimonial s Demos PriceProduct Page FAQs Trend Reports Guides Webinars Case Studies Infografics White papers Templates EvaluationsReviews Calculators Checklists ConsiderationAwareness Decision @hubspot #UKHug
- 10. Awareness Definition Article 1 Article 2 Article 3 Article 4 Article 5 Articles Ebook Ebook Ebook Ebook Ebook CTA Offer Awareness Ebook …………………………............... ................. ………………………………… …………………... ………………………………… …………………... ………………………………… …………………... ………………………………… …………………… @hubspot #UKHug
- 11. @hubspot #UKHug
- 12. WHERE SHOULD YOU START? @hubspot #UKHug
- 13. @hubspot #UKHug
- 14. @hubspot #UKHug ANALYSE YOUR SITE
- 16. ANATOMY OF A CONVERSION PATH @hubspot #UKHug
- 18. @hubspot #UKHug If it’s not 2-3% CTR what should we do? • Check placement • Does it stand out? • Is it clear & easy to understand? • Action Oriented? Bottom of blog post. Side bar. Slide in. Contrasting colour to page Clearly tells the visitor what they will receive Verbs like ‘Download’ or ‘Register’ CTA Landing Page Form Thank You Page
- 20. @hubspot #UKHug If it’s not 20-25% Conversion Rate what should we do? • Check navigation • Is it consistent with CTA? • Where is your form? • How long is your form? Remove header & footer links Keep Images & Language similar Above the fold makes it clear Form length should be in line with the value of your offer CTA Landing Page Form Thank You Page
- 21. @hubspot #UKHug • UX needs to balance with data collection • 5-10 Fields is ideal range • Nice to have vs. Need to have • Progressive Profiling • A/B Test CTA Landing Page Form Thank You Page
- 22. @hubspot #UKHug Return navigation Deliver Offer Further CTAs Social Sharing CTA Landing Page Form Thank You Page
- 23. Don’t be this kind of company @hubspot #UKHug
- 24. NURTURING LEADS TO QUALIFY @hubspot #UKHug
- 25. Without a process, inbound marketing can sometimes seem a bit hit and miss Companies that think about inbound as a tactic or just another channel are rarely successful @hubspot #UKHug 50% of leads are qualified but not yet ready to buy. Source: Gleanster Research
- 26. Data Collection Persona Stage Place Offer relevant and personalized content @hubspot #UKHug
- 27. @hubspot #UKHug
- 28. @hubspot #UKHug Source: IDC Study, Marketing Sherpa Segmented emails get 50% more clicks
- 31. Awareness Guide Offers Owner 6-10 employees Awareness Ebook Lists Email 1 Email 2 Email 3 Rules Actions 1 Day 2 Days 5 Days @hubspot #UKHug
- 32. Awareness Guide Offers Owner 6-10 employees Awareness Ebook Lists Email 1 Email 2 Email 3 Rules Actions 1 Day 2 Days 5 Days Webinar Consideration Owner 6-10 employees Webinar consideration 1 Day 2 Days 5 Days Email 1 Email 2 Email 3 @hubspot #UKHug
- 33. Awareness Guide Offers Owner 6-10 employees Awareness Ebook Lists Email 1 Email 2 Email 3 Rules Actions 1 Day 2 Days 5 Days Webinar Consideration Owner 6-10 employees Webinar consideration 1 Day 2 Days 5 Days Email 1 Email 2 Email 3 Demo Decision Owner 6-10 employees Demo decision Email 1 Email 2 Email 3 5 Days Email 3 1 Day 2 Days 5 Days @hubspot #UKHug
- 35. @hubspot #UKHug
Editor's Notes
- Today I’m focusing on the Convert stage of the Inbound Methdology
- Helping HubSpot customers across Europe to implement successful Inbound Marketing strategies in order to help them reach their marketing and business goals. I deliver strategic consulting to clients, helping them to uncover any pain points and/or marketing opportunities which will allow them to fully leverage the Hubspot platform and see long term sustained marketing success.
- Conversion is all about optimising your web presence to turn visitors into leads & potential customers. Good Conversion means staying a step ahead of the rest by focusing on the most strategic and opportunistic tactics to make your website work like an extension of your Marketing & Sales team.
- Good Conversion means staying a step ahead of the rest by focusing on the most strategic and opportunistic tactics to make your website work like an extension of your Marketing & Sales team.
- So today I am going to talk through 4 key areas to ensure you are Capitalising on your website by converting your traffic We will look at the basics of how to convert traffic before looking at where you can start to optimising your own conversion rate. We will then be deep-diving into the anatomy of each element of a conversion path so that we know how to create a great conversion. Finally, we’ll look at how to bring those converted leads through to MQLs so that they’re ready to be followed up by the Sales team & further converted into customers. I challenge you all to take action on these areas after today and then measure the results of that increasing the conversion rate of your site driving those leads and sales.
- Marketing Mary: - Marketing Manager or Director - Small-Medium business (20-200) - Marketing expert BA/MA 30-45, London, 2 Kids Needs to demonstrate ROI Needs better Sales Alignment
- First Set a SMART Goal! This should be agreed by Sales & Marketing & should cover your Leads & Qualified Leads.
- Different Traffic Sources will have different conversion rates. Identifies areas of weakness/opportunity
- What are our pages with Highest Traffic? Do we have a CTA on them? If no, add one! If yes, is it performing well?
- Not all Leads are Created Equal! This indicates that they need to be educated further and moved along the buyer’s journey effectively nurturing leads, you are able to deliver more warm leads to sales, ready to engage in sales conversations.
- Then, we will need an automatization tool
- Questions?