Lead Generation, Landing Pages, Calls to Action - Internet Marketing Workshop May2009 HubSpot Worcester

1. How to Generate Leads on Your Website:
Compelling Offers, Landing Pages and Calls to Action

2. Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study

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

4. The Mindset of the Visitor
• Why are they there?
• What do they want?
• Does it make sense?
• Does it look easy?
• Do they trust you?

5. Place Calls-to-Action on…
• Website Homepage
• PPC Ads
• Email Blast
• Blog Articles
• Direct Mail
• Anywhere that you want someone to do
something…

6. Call to Action

7. Call to Action

8. Call to Action Tips
• Action Oriented & Positive
• Try “click here” as part of it
• Simple & Clear
• Make it Pop
• Link Both Images and Text
• Targeted to Audience

9. Action Oriented & Positive

10. Simple & Clear

11. Make It Pop

12. Link Both Text and Images

13. Link Both Text and Images

14. Link Both Text and Images
X
X

15. Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study

16. How to Come up with Compelling Offers
• WIIFM?
• Free Trials Work
• Try a “Kit”
• Match Offer and Landing Page
• Test, Test, Test
What Problem(s) Do You
Solve for Your Customers?

17. Is the Offer Compelling? Likely to Convert?

18. Offer – WIIFM?

19. Free Trial

20. Try a “Kit”

21. Match Offer and Landing Page

22. Match Offer and Landing Page

23. Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study

24. Landing Page Tips
• The blink test
• Go naked
• Graphics matter
• Keep it simple
• Keep it short
• Mistakes to avoid

25. The Blink Test

26. Go Naked

27. How Naked is up to you…

28. How Naked is up to you…

29. Graphics Matter

30. Keep It Simple

31. Keep It Short
32%
Conversion

32. How Long Should the Form Be?
Yes, it goes on and on, my friends..
This is the form that
never ends…
And they’ll continue
Some customer building it forever
started building just because….
it, now knowing
it was too long…
In general, longer forms = less leads! K.I.S.S. (Short, Stupid.)

33. Keep It Short
32% 53%
Conversion Conversio
n

34. Above the Fold, Please.
Where’s the form Geoff?

35. Don’t Put Form Below the Fold

36. Don’t – Ask for Really Private Info

37. Don’t – Use a Clear / Cancel Button

38. Don’t Distract Your Visitors from the Goal…
Navigation is a Distraction, Geoff….

39. Does it Tell the Visitor What To Do?
Tell Them What to Do Tell them Again!

40. Landing Page Best Practices: Quick Check List
• What is the Compelling Educational Offer?
• Yes: Educational Download: Webinar, ebook, white paper.
Ask them “What problem are you solving for people?”
• No: Product information. Contact us. Demo Request.
• What’s the visual? Does it help?
• Is there text describing the free offer?
• Form above the fold?
• Does it use the words to instruct the user to
complete the form?
• Navigation? Or No Navigation?
• How many form fields?

41. Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study

42. What Will Your Compelling Offer Be?
• White Paper, eBook, Webinar?
• What Problem(s) Do You Solve for Your
Customers? (Pick one)
• How Do you Help them Solve it? (Pick one)
• Create a White Paper Topic by Starting with:
“How to (insert verb) (insert adverb) with
(insert your solution)”
• Everyone have an idea? (write the white
paper later)

43. Let’s Build Your Landing Page
• Login to HubSpot
• Website Landing Pages Create New
• Walk through the landing page wizard.

44. Edit Form Fields

45. Manage Field Properties

46. Auto-Responder or Redirect

47. Configure Form Actions

48. Edit Landing Page

49. Page Properties for SEO

50. Where Will You Place Your Calls to Action?
• Social Media
• Blog
• Home Page

51. Agenda
• Calls to Action for Lead Conversion
• Compelling Offers
• Landing Page Layout & Design
• Let’s Build a Landing Page
• Quick Case Study

52. HubSpot Case Study
• Ad in Marketing Profs Email
• Call to Action
• Offer
• Landing Page
• Tracking / Analysis

53. Offer & Landing Page

54. Call to Action & Offer
• 0.2% Click Through
Rate
• Includes
undelivered, blocke
d, etc.
• No opportunity to
use text
• CPM priced
appropriately

55. Tracking & Analytics
PAGE NAME PAGE SUBMISSIONS CONVERSION RATE
VIEWS
Blogging for Business Webinar 3803 2165 56.93%

56. Tracking & Analytics
• http://www.hubspot.com/marketingprofstoday-may2008/?source=MPT05
Referrer Visitors Leads Conversion %
[MPT05] 512 271 52.93%

57. Summary Tips
• Eliminate distractions
• No other calls to action, maybe no navigation
• Show the benefit
• Image of what they are getting
• Build trust
• Privacy policy, security if appropriate
• Keep it simple
• Short form, simple text, pictures
• Test, measure, then test again

58. The End… (sorta)

59. Supplemental “How To” Slides
• Uploading Logo
• Making Logo Link to their Home Page
• Hiding Other Pages on Portal
• Remove other content from home page
• Inserting Stuff in Footer
• Template Configuration
• Tracking Results w/ Marketing Link Builder
• Uploading the White Paper

60. Upload Logo/Header Graphic (HARD)

61. Make Logo Link to Their Home Page

62. Hide Other Pages (Or Remove from Navigation)

63. Remove Content from Home Page

64. In Case They Want to Insert Stuff in Footer
http://tinyurl.com/c23y29

65. Further Template Configuration for Design
1. Settings Template Configuration.
2. Custom.CSS
Two Options:
• Free Version
• $1,000 Version.

66. Tracking Results: Marketing Link Builder
• Settings Marketing Link Builder
• OR click “GET URL” on Website Landing Pages Get URL
• http://success.hubspot.com/content-library/bid/7721/how-to-
use-the-marketing-link-builder

67. Uploading the White Paper (EASY)…
• Edit Form Configure Form Actions
• In Rich Text Box Click “upload graphic” icon.
• Choose a document already uploaded or “upload a new one”
• Enter anchor text for the link to the document.
• Repeat this process for auto-response email, as well as thank
you message presented on the screen.