Introduction to Lead Flows. HubSpot Academy

Transcription

1 Introduction to Lead Flows HubSpot Academy

2 1 WHY ARE LEAD FLOWS IMPORTANT TO INBOUND?

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5 WHAT IS A LEAD FLOW? A lead flow generates leads through a simple pop-up conversion experience.

6 THE LEAD FLOW Callout Form Thank You Message

7 THE LEAD FLOW CALLOUT

8 THE LEAD FLOW FORM

9 THE LEAD FLOW THANK YOU MESSAGE

10 HOW DO YOU DECIDE BETWEEN A LEAD FLOW AND A CONVERSION PROCESS?

11 Consider the offer. Complex offers should have a landing page to share all of the pertinent details and entice the users.

12 Consider the form complexity. Generally, a form that has over five fields would be best presented on a landing page.

13 LEAD FLOWS CAN BE USED TO: Promote your social channels. Grow your blog subscribers and lists. Make sure that ecommerce visitors don t leave empty-handed if they aren t ready to buy. Promote event registration for an upcoming tradeshow.

14 How to NOT use Lead Flows

15 Subscribe to the blog. The experiment had a blog subscription pop-up form display instead of being in the sidebar. This resulted in 10x more blog subscribers than the sidebar. Source: AWeber

16 LEAD FLOW TYPES Pop-up box Dropdown banner Slide-in box (left or right side)

17 LEAD FLOW TYPES Pop-up box Dropdown banner Slide-in box (left or right side)

18 The pop-up box draws a lot of attention. Callout Form Thank You Message It is best used to promote some of your most valuable content offers, drive engagement through social media, and generate blog and subscribers.

19 LEAD FLOW TYPES Pop-up box Dropdown banner Slide-in box (left or right side)

20 The dropdown banner will be displayed at a specific time of your choosing. Callout Form Thank You Message It is best used to generate blog subscribers and promote a time-sensitive offer such as a sale or an upcoming event.

21 LEAD FLOW TYPES Pop-up box Dropdown banner Slide-in box (left or right side)

22 The slide-in box is the most subtle of the three lead flow types. Callout Form Thank You Message It is best used to generate blog subscribers and promote a time-sensitive offer such as a sale or an upcoming event.

23 7x higher conversion rates for content offers presented through a lead flow. SOURCE: HUBSPOT, 2016

24 2 HOW DO YOU CREATE A SUCCESSFUL LEAD FLOW?

25 LEAD FLOW BEST PRACTICES Present an offer that is relevant and valuable. Get attention through actionable, simple language. Deliver the lead flow when the user is engaged. Use a next step form.

26 LEAD FLOW BEST PRACTICES Present an offer that is relevant and valuable. Get attention through actionable, simple language. Deliver the lead flow when the user is engaged. Use a next step form.

27 Consider where you ll be placing the lead flow. Ensure that the offer is closely related to the page content or the blog post where the lead flow will be displayed.

28 PROVIDE OFFERS THAT ARE RELEVANT TO THE USERS NEEDS AT THE TIME.

29 LEAD FLOW BEST PRACTICES Present an offer that is relevant and valuable. Get attention through actionable, simple language. Deliver the lead flow when the user is engaged. Use a next step form.

30 LEAD FLOWS DRAW ATTENTION BY: The placement on the page. The time that it is shown. The color and style. The language that is used.

31 Send me news Request demo Sign up Download guide Keep this message as short as possible. Callout wording can be more generic than what is typically used in a call-to-action.

32 LEAD FLOW BEST PRACTICES Present an offer that is relevant and valuable. Get attention through actionable, simple language. Deliver the lead flow when the user is engaged. Use a next step form.

33 LEAD FLOW TIMING OPTIONS: Exit intent Time on page Page scroll

34 LEAD FLOW TIMING OPTIONS: Exit intent Time on page Page scroll

35 An exit intent timing strategy can work well for ecommerce businesses. Rather than having a person leave empty-handed, present them with a much smaller offer.

36 LEAD FLOW TIMING OPTIONS: Exit intent Time on page Page scroll

37 7 SECONDS MINIMUM FOR THE TIME ON PAGE TIMING OPTION.

38 LEAD FLOW TIMING OPTIONS: Exit intent Time on page Page scroll

39 The page scroll timing option can be quite versatile. Each user has browsed at least half of the content before suggesting an offer. 50% page scroll

40 LEAD FLOW BEST PRACTICES Present an offer that is relevant and valuable. Get attention through actionable, simple language. Deliver the lead flow when the user is engaged. Use a next step form.

41 A lead flow has less than five form fields. The less number of fields, the more likely it is that the form will be filled out.

42 LEAD FLOW BEST PRACTICES Present an offer that is relevant and valuable. Get attention through actionable, simple language. Deliver the lead flow when the user is engaged. Use a next step form.

43 3 CREATING A LEAD FLOW IN HUBSPOT.

44 Lead Flows Dashboard

45 Create a Lead Flow:

46 Lead Flow Type:

47 Imagine setting up a lead flow for Fifth Season Adventure. It s an ebook entitled, The Impact of an Off-Site Adventure on Your Bottom Line.

48 Lead Flow slide-in box left:

49 Select slide-in box left and click the next button.

50 Lead Flow Callout:

51 Lead Flow featured image:

52 Lead Flow callout and button text:

53 Lead Flow theme color:

54 Click next to create the form of the lead flow.

55 Explain details of the offer in the form body.

56 Add additional form fields when applicable.

57 Choose the form language as needed.

58 Click next to set up the thank you message.

59 Deliver the content offer in the thank you message.

60 Add the link to the content offer.

61 Click Next to continue building the lead flow.

62 Follow up s are coming soon.

63 Type the Lead Flow name.

64 Decide on the Lead Flow location.

65 Set the Lead Flow timing trigger.

66 Disable on small screens and add notifications.

67 Click Next to see the Lead Flow preview.

68 Lead Flow preview options:

69 Lead Flow preview options:

70 Click Publish and Set it Live to activate.

71 Lead Flows Dashboardviews, contact, conversions

72 Deactivate, edit or delete lead flows:

73 THANK YOU.