Convert More Website Visitors to Leads Using HubSpot

Transcription

1 Convert More Website Visitors to Leads Using HubSpot Prashant Kaw Inbound Marketing Manager Ellie Mirman Inbound Marketing Manager

2 HubSpot Background Founded: 2006 Team: 90 (15 MIT) A: $5m General Catalyst B: $12m Matrix Partners Outside Director: Gail Goodman, CEO Constant Contact (CTCT) 1,500+ Customers

3 Outbound Marketing

4 Outbound Marketing is Broken Annoying Salesperson

5 Marketing Has Changed

6 The Good News!

7 Inbound Marketing Blog SEO Social Media

8 Proven ROI of Inbound Marketing

9 HubSpot Awards

10 HubSpot Buzz

11 Proven ROI of Inbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads

12 HubSpot Inbound Marketing Process Get Found Publish Promote Optimize Convert Test Target Nurture Get Found Convert Tools Get Found Content Mgmt Blogging Social Media SEO Analytics Convert Offers / CTAs Landing Pages Lead Intelligence Lead Mgmt Analytics

13 Website Conversion Challenges Traffic Volume Lead Volume Lead Quality Measurement

14 Your website is the most important marketing tool that you have.

15 15 It s Like Monopoly

16 Monopoly: Constantly Add Value 16

17 Which is better? Website traffic has doubled Lead flow has doubled -- Noel Huelsenbeck, CEO, Vocio

18 How to Increase Traffic Volume

19 Inbound Marketing Search Engines Blogs Social Media Get Found Convert

20 Content Drives Visitors Search engines like fresh content People like fresh content More tickets in the SEO lottery

21 Average # of Webpages More Content = More Visitors & Power 1,000,000 Average Website Pages by Alexa Traffic Rank 100,000 10,000 1,000 > 10,000,000 (Extremely Low Traffic) 5,000,001 to 10,000,000 (Very Low Traffic) 1,000,001 to 5,000,000 (Low Traffic) 500,001 to 1,000,000 (Medium Traffic) 100,001 to 500,000 (High Traffic) < 100,000 (Very High Traffic) Alexa Traffic Rank

22 Average # of Webpages More Content = More Visitors & Power 10,000,000 Average Website Pages by Page Rank 1,000, ,000 10,000 1, Page Rank (10 is best)

23 What to Publish? Blog Podcast Videos Photos Presentations ebooks News Releases

24 Optimize Your Content

25 Optimize Your Content

26 Publish Content to Social Media

27 Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 27

28 Publish Content to Social Media

29 How to Convert More Leads

30 Lead Conversion is Critical Step Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit. Target Market Website Visitors Leads Opportunities Customers

31 Conversion Tips 1. Call to Action 2. Offer 3. Landing Page

32 Calls to Action

33 Call to Action Tips Action Oriented & Positive Click here! Sign up now! Tweet this! Simple & Clear Make it Pop Link Both Text & Images Targeted to Audience

34 Call to Action What do I do here?

35 Call to Action on Every Page 35

36 Action Oriented & Positive

37 Simple & Clear 37

38 Make it Pop 38

39 Link Both Text & Images

40 Targeted to Audience 40

41 Offers

42 Tips for Offers WIIFM? Try a Kit Target Offer to Content Match Offer & Landing Page Test, Test, Test

43 WWIF - What s In It For Me? VS.

44 Try a Kit

45 Target Offer to Content 45

46 Match Offer & Landing Page 46

47 Test, Test, Test

48 Landing Pages

49 Landing Page Tips Minimize distractions Graphics matter Keep it short & simple Above the fold is best

50 Minimize Distractions - Go Naked

51 Graphics Matter Bad Good

52 Keep it Short & Simple 32% Conversion 53% Conversion

53 Above the Fold is Best The Fold 53

54 HubSpot Landing Pages

55 How to Improve Lead Quality

56 Improving Lead Quality Drive more inbound leads Attract the right website visitors Nurture leads to the next step Provide Sales with detailed info

57 How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to. 57

58 A Word of Caution Writing for your personas DOES NOT mean writing about the products and services you sell them Write about the things they want to learn about 58

59 Attract the Right Visitors 59

60 Attract the Right Visitors

61 Lead Nurturing Get leads to take the next step

62 Provide More Lead Information Give sales a more complete picture Show the activity on each lead Customize follow-up to activity

63 Lead Details

64 Salesforce.com or Other CRM

65 How to Measure Lead Close Rates

66 Closed Loop Marketing Measurement Track leads all the way through sales Tie website visitors to closed deals Tie closed deals to lead sources or campaigns

67 Measure the Lead Funnel

68 Track Visitors, Leads, Sales Track visitors. Track leads. Track customers.

69 Measure Campaign Effectiveness

70 Which Offers Convert Better?

71 Analyze Each Channel

72 Analyze Each Channel

73 Analyze Each Channel

74 Analyze Each Channel

75 What HubSpot Software Does 75

76 Thank You! Prashant Kaw Inbound Marketing Manager Ellie Mirman Inbound Marketing Manager