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How To Spy On Your Website Visitors Using HubSpot

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Businesses often miss out on opportunities for engaging with prospects and leads that are already on their site. In this economy it makes so much sense to try to squeeze more out of your existing site visitors as new audience acquisition is the bulk of most marketing expenses. Are you aware which of your leads have come back to your site? How are you engaging repeat visitors to improve conversion and close more business?

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How To Spy On Your Website Visitors Using HubSpot

  1. 1. How to Spy on Your Website Visitors with HubSpot Software<br />Heidi Carlson<br />hcarlson@hubspot.com<br />Dan Tyre<br />dtyre@hubspot.com<br />
  2. 2. Who is HubSpot?<br />Founded: 2006<br />Team: 100 (20 MIT)<br />A: $5m General Catalyst<br />B: $12m Matrix Partners<br />Outside Director:<br /> Gail Goodman, CEO Constant Contact (CTCT)<br />
  3. 3. Outbound Marketing<br />
  4. 4. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
  5. 5. Marketing Has Changed<br />1950 - 2000<br />2000 - 2050<br />
  6. 6. The Good News!<br />
  7. 7. Inbound Marketing<br />
  8. 8. Proven ROI of Inbound Marketing<br />Cilk Arts Increases Leads 500%<br />Makana Solutions 3x Leads, 2x Conversions<br />VocioPays for HubSpot 30x Over with New Leads<br />Objective Management Group Grows Leads 360%<br />Bridge Group Doubles Online Leads <br />www.HubSpot.com/ROI<br />
  9. 9. Proven ROI of Inbound Marketing<br />www.HubSpot.com/ROI<br />
  10. 10. Build a traffic magnet<br /> Create Landing Pages<br /> Monitor visitor behavior<br /> Engage your website visitors<br /> Optimize Conversion<br /> Measure Results<br />Monitoring Your Website Visitors<br />
  11. 11. HubSpot Inbound Marketing System<br /><ul><li>Software
  12. 12. Support + Expertise
  13. 13. No IT Required</li></ul>Content<br />Management<br />SEO<br />Blog<br />Social<br />Media<br />Landing<br />Pages<br />Lead<br />Intelligence<br />Analytics<br />CRM<br />(Salesforce.com or other)<br />
  14. 14. Build a Traffic Magnet<br />
  15. 15. Content is Thought Leadership<br /><ul><li>Interact with influencers – analysts & other thought leaders
  16. 16. Push your thought leadership to Google
  17. 17. Allow comments and discussion
  18. 18. Encourage subscriptions and sharing of your thought leadership</li></li></ul><li>CMS & Business Blog Software<br /> Easy to use, built for business<br /> Built in, interactive optimization<br /> Automatic publishing to email and social media<br /> Encourages fans to share content<br /> Business analytics<br />
  19. 19. Create Conversion Pages<br />
  20. 20. Landing Page Wizard<br />Compelling offers<br />Clear and simple<br />Limited Navigation<br />Forms above fold<br />
  21. 21. Landing Page Dashboard<br />17<br />
  22. 22. Monitor Visitor Behavior<br />
  23. 23. Marketing Analytics<br /> How are visitors hearing about you?<br /> What keywords generate traffic?<br /> What content is popular?<br /> How to measure blog success? <br /> What’s converting?<br />
  24. 24. Keywords Driving Traffic<br />20<br />
  25. 25. Top Performing Content<br />21<br />
  26. 26. Top Campaign & Traffic Sources<br />
  27. 27. Engage Website Visitors<br />
  28. 28. Monitor Engagement with Software<br /> Repeat lead notifications<br /> Companies and locations<br /> Blog comments and feedback<br /> “Do” Social media<br /> Track social media interactions<br />
  29. 29. Optimize Conversion<br />
  30. 30. Increase Site Conversion<br /> Optimize site for “getting found”<br /> On and Off-page SEO<br /> More calls-to-action<br /> Content that performs well<br />
  31. 31. Optimized Content<br />
  32. 32. Measure Results<br />
  33. 33. Measure Business Results<br /> Measure visitors, leads and conversion rates from website<br /> Conversion from various channels and sources<br /> Closed-loop-marketing for everyone<br />
  34. 34. Metrics: Traffic, Leads, Customers<br />
  35. 35. Metrics: Traffic, Leads and Customers<br />Visitors from Blog<br />
  36. 36. Thank You!<br />www.HubSpot.com/Free-Trial<br />Heidi Carlson<br />Email: hcarlson@hubspot.com<br />Dan Tyre<br />Email: dtyre@hubspot.com<br />

Businesses often miss out on opportunities for engaging with prospects and leads that are already on their site. In this economy it makes so much sense to try to squeeze more out of your existing site visitors as new audience acquisition is the bulk of most marketing expenses. Are you aware which of your leads have come back to your site? How are you engaging repeat visitors to improve conversion and close more business?

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