Convert More Website Visitors to Leads Using HubSpot Prashant Kaw Inbound Marketing Manager Twitter: @prashantkaw Ellie Mirman Inbound Marketing Manager Twitter: @ellieeille 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 Outbound Marketing Outbound Marketing is Broken 800-555-1234 Annoying Salesperson Marketing Has Changed 1950 - 2000 2000 - 2050 The Good News! Inbound Marketing Blog SEO Social Media Proven ROI of Inbound Marketing www.HubSpot.com/ROI HubSpot Awards HubSpot Buzz 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 www.HubSpot.com/ROI HubSpot Inbound Marketing Process Tools Get Found • Publish • Promote • Optimize Get Found Convert • Test • Target • Nurture Convert Get Found • Content Mgmt • Blogging • Social Media • SEO • Analytics Convert • Offers / CTAs • Landing Pages • Email • Lead Intelligence • Lead Mgmt • Analytics Website Conversion Challenges • • • • Traffic Volume Lead Volume Lead Quality Measurement Your website is the most important marketing tool that you have. It’s Like Monopoly 15 Monopoly: Constantly Add Value 16 Which is better? • Website traffic has doubled • Lead flow has doubled -- Noel Huelsenbeck, CEO, Vocio How to Increase Traffic Volume Inbound Marketing Search Engines Blogs Get Found Convert Social Media Content Drives Visitors • Search engines like fresh content • People like fresh content • More tickets in the SEO lottery More Content = More Visitors & Power Average Website Pages by Alexa Traffic Rank Average # of Webpages 1,000,000 100,000 10,000 1,000 > 10,000,000 5,000,001 to (Extremely 10,000,000 Low Traffic) (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) Alexa Traffic Rank < 100,000 (Very High Traffic) More Content = More Visitors & Power Average Website Pages by Page Rank Average # of Webpages 10,000,000 1,000,000 100,000 10,000 1,000 1 2 3 4 5 6 7 Page Rank (10 is best) 8 9 10 What to Publish? • • • • • • • Blog Podcast Videos Photos Presentations eBooks News Releases Optimize Your Content Optimize Your Content Publish Content to Social Media Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 27 Publish Content to Social Media How to Convert More Leads Lead Conversion is Critical Step Target Market Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). Website Visitors Leads A cost becomes a benefit. Opportunities Customers Conversion Tips 1. Call to Action 2. Offer 3. Landing Page Calls to Action 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 Call to Action What do I do here? Call to Action on Every Page 35 Action Oriented & Positive Simple & Clear 37 Make it Pop 38 Link Both Text & Images Targeted to Audience 40 Offers Tips for Offers • • • • • WIIFM? Try a “Kit” Target Offer to Content Match Offer & Landing Page Test, Test, Test WWIF - What’s In It For Me? VS. Try a “Kit” Target Offer to Content 45 Match Offer & Landing Page 46 Test, Test, Test Landing Pages Landing Page Tips • • • • Minimize distractions Graphics matter Keep it short & simple Above the fold is best Minimize Distractions - Go Naked Graphics Matter Bad Good Keep it Short & Simple 32% Conversion 53% Conversion Above the Fold is Best The Fold 53 HubSpot Landing Pages How to Improve Lead Quality Improving Lead Quality Drive more inbound leads Attract the right website visitors Nurture leads to the next step Provide Sales with detailed info How Do You Get Quality Leads? Kadient Photo by David Meerman Scott Create content that your target personas gravitate to. 57 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 Attract the Right Visitors 59 Attract the Right Visitors Lead Nurturing Get leads to take the next step Provide More Lead Information Give sales a more complete picture Show the activity on each lead Customize follow-up to activity Lead Details Salesforce.com or Other CRM How to Measure Lead Close Rates 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 Measure the Lead Funnel Track Visitors, Leads, Sales Track visitors. Track leads. Track customers. Measure Campaign Effectiveness Which Offers Convert Better? Analyze Each Channel Analyze Each Channel Analyze Each Channel Analyze Each Channel What HubSpot Software Does 75 Thank You! www.HubSpot.com/Free-Trial Prashant Kaw Inbound Marketing Manager Twitter: @prashantkaw Ellie Mirman Inbound Marketing Manager Twitter: @ellieeille