SNHHUG May | Conversion Paths by Hubspotter Al Biedrzycki
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Presentation from the May 2015 meet-up of SNHHUG (Southern NH Hubspot User Group). This presentation was presented by special guest, Hubspotter Al Biedrzycki. Al took us through conversion paths and attracting leads and capturing lead information. For more information SNHHUG visit http://snhhug.hubspotusergroups.com
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SNHHUG May | Conversion Paths by Hubspotter Al Biedrzycki
- 1. HOSTED BY: SAVOIR FAIRE MARKETING/COMMUNICATIONS SAVOIRFAIRE-US.COM WELCOME.
- 2. LinkedIn Group: Southern NH HUG snhhug.hubspotusergroups.com HOSTED BY: SAVOIR FAIRE MARKETING/COMMUNICATIONS SAVOIRFAIRE-US.COM Hashtag: #SNHHUG
- 3. SNHHubSpotUser Group May 27th 2015 5:30pm – 7:30pm Hosted by Savoir FaireMarketing/Communications
- 4. Inbound Essentials: The Conversion Path AlBiedrzycki SeniorMarketingManager HubSpot What they are, why they’re important, how to build them to help improve your inbound marketing
- 5. CONVERSION PROCESS 2 3 41
- 6. CONVERSION PROCESS 1 Offer 2 3 4
- 7. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
- 8. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
- 11. Perform Research Prospect knows there is a problem that needs to be solved. Free Whitepaper Free Guides & Tip- Sheets Free eBooks Free Checklists Free Videos Free Kits (combo of above) Establish Buying Criteria Prospect recognizes a need for a solution like yours. Free Webinars Case Studies Free Sample Product Spec Sheets Catalogs Free Trials Demos Free Consultations Estimates or Quotes Coupons Evaluate Vendors Prospect seeks solutions to their need; ready to buy. TYPES OF OFFERS - BUYING PROCESS It All Starts with the Offer!
- 12. Semi-fictional representation of your ideal customer based on real data & some select educated speculation about customer demographics, behavior patterns, motivations, & goals. Buyer Persona dictate content topics & types
- 13. Offer Resources How to create an offer that generates leads Marketing offer templates (1 page checklists) PowerPoint Template for creating stellar Ebooks Search academy.hubspot.com for more tutorials!
- 14. CONVERSION PROCESS 1 Offer 2 3 4
- 15. CONVERSION PROCESS 1 Offer 2 43 Landing Page
- 17. LEADS
- 18. 50% ofleads arequalifiedbut not yet readyto buy. (Source:GleansterResearch)
- 19. I’ll give you something If you give me something
- 20. LandingPageResources How to create a HubSpot Classic landing page How to create a HubSpot Form Academy HubSpot Classic Landing Page Archive Search academy.hubspot.com for more tutorials!
- 21. CONVERSION PROCESS 1 Offer 2 43 Landing Page
- 22. CONVERSION PROCESS 2 Call-to-Action 3 Landing Page 41 Offer
- 23. WHY CALLS TO ACTION. 3
- 24. The sole purpose of a call-to-action is to drive traffic to a landing page.
- 25. 1. Make it action-oriented. Download the Free Ballroom Dancing Guide ACTION- ORIENTED VERB
- 26. Download the Free Ballroom Dancing Guide 2. Include keywords consistent with offer & landing page.
- 27. 2. Include keywords consistent with offer & landing page. Download the Free Ballroom Dancing Guide CONTENT OF OFFER
- 28. 3. Attention grabbing Essential Guide to Member Engagement Free Ebook Read Now VS . VS .
- 29. • Every pageshouldhaveatleastone call toaction • Abovethefold (Exceptforblog posts) • Relevant to whatis onthe page: Considercontextandbuying process 4. Appropriate on-page placement
- 30. Calls to Action Resources How to create a Striking Call-to-Action (We did this live) How to add a Call to Action (CTA) to a webpage How to add a Call to Action (CTA) to one of your emails Academy HubSpot Classic Calls to Action/Thank You Page Class Search academy.hubspot.com for more tutorials on how to identify places on your site to add CTA’s and how to create Smart CTAs.
- 31. CONVERSION PROCESS 2 Call-to-Action 3 Landing Page 41 Offer
- 32. CONVERSION PROCESS 2 Call-to-Action 3 Landing Page 4 Thank You Page1 Offer
- 33. WHY USE THANK YOU PAGES.4
- 34. Deliver contentoffer (or set expectations).
- 36. 1. Return the website navigation
- 37. 2. Deliver the content offer
- 38. 3. Provide additional direction
- 39. 4. Move leads further into the funnel
- 40. 5. Get Social
- 41. ThankYou PageResources How to create a HubSPot Classic Thank You Page Academy HubSpot Classic Calls to Action/Thank You Page Class Search academy.hubspot.com for more tutorials.
- 42. CONVERSION PROCESS 2 Call-to-Action 3 Landing Page 4 Thank You Page1 Offer
- 43. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
- 44. Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Email Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to- Action Email Workflows Attract Convert Close Delight Strangers Visitors Leads Customers Promoters INBOUND MARKETING METHODOLOGY
- 48. HUNTING A RABBIT* = A CONVERSION PATH
- 49. HUNTING A RABBIT* = A CONVERSION PATH *FOR SCIENTIFIC PURPOSES
- 51. STEP 1: CTA = BAIT
- 52. STEP 2: CLICK = CAGE
- 53. STEP 3: LANDING PAGE = CAPTURE & TAG
- 54. STEP 4: THANK YOU PAGE = RELEASE & TRACK
- 55. QUESTIONS?
- 56. INBOUND 2015 Prizes for HUGs! Our Code: ManchesterHUG15 8 members use your HUG’s code: Win a copy of our Keynote Seth Godin’s book 15 members use your HUG’s code: Win exclusive networking event with HubSpot executives at INBOUND 25 members use your HUG’s code: Entire group gets access to reserved up-front seating during all keynotes
- 57. THANK YOU. HOSTED BY: SAVOIR FAIRE MARKETING/COMMUNICATIONS SAVOIRFAIRE-US.COM
Notas do Editor
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- It's easy to understand what a content offer is when you think of a Content Offer like a book on a bookshelf. Content offers come in all different formats
- Hand out buyer persona worksheets
- So really, in order to succeed at inbound marketing—in order to get the most out of using the HubSpot software you’ve purchased, you absolutely NEED to integrate your buyer personas into every single aspect of your inbound marketing strategy. Now that’s a pretty bold statement. Let’s look a little bit deeper into this, though, and take a close look at why we must have buyer personas to succeed and some of the ways they can help us and our businesses.
- - The Primary purpose of a landing page is to get leads. Typically each organization has a different definition of a lead. Today when I refer to leads I am talking about a website visitor filling out a form and clicking “submit or download” Possible Question: I would love to hear everyone’s definition of lead for their company
- Have everyone login and go to the landing page tool and select template 2 column form right
- So we know a little bit about what a persona is and why they’re important, so now let’s look a how to create the personas that will bring the most qualified prospects to your website. We’re going to go into quite a depth of detail here, but it really is important that we get this right because…
- Colors, text images
- http://www.votility.com/
- So we know a little bit about what a persona is and why they’re important, so now let’s look a how to create the personas that will bring the most qualified prospects to your website. We’re going to go into quite a depth of detail here, but it really is important that we get this right because…
- https://app.hubspot.com/l/pagegrader
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- This is the inbound marketing methodology. And what it shows is that Inbound marketing is comprised of 4 very important sections – or marketing functions. These sections are Attract, Convert, Close, and Delight. There are millions- maybe even billions– of strangers wandering around the internet every day. If we optimize our site, we can attract some of these strangers to visit our website. But not just anybody, we want to attract the RIGHT visitors who are interested in the specific types of content we’re producing. Once we have these visitors on our site, that’s good, but it’s not enough. We now want to convert those visitors into leads—we want them to tell us who they are! Once we have these leads, we can nurture them with content that they’re interested in, and ultimately close them into customers. Once we have those customers, we want to delight them into promoters. Each and every one of the HubSpot applications can be used to accomplish one or more of these steps for one of these lifecycle stages. We’ve listed each tool under the marketing function where it first comes into play, but many of the tools can be applied to one or more stages of the methodology. What were some of your favorite portions of HubSpot- either when you were demoing, have already been around for a while… what was most exciting? I personally like….
- The HUG member inbound contest is going great and here is a reminder of the prizes your groups can win. If you have HUG members who have already registered for INBOUND but you want them to count towards your group, please email me their name and email address and I will add your HUG’s code to their ticket!