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Derby HubSpot User Group: Building Conversion Paths for Effective Lead Generation
- 1. Presents: Building conversion paths for effective lead generation 22nd March 2016 #DerbyHUG
- 2. Hello Natasha Cartwright & Emma Jones @nkcartwright @emma1j
- 3. Why are we here again? • Part One – Setting up for success - Setting up your campaign using measurable goals - Developing a content plan based on your personas - Best practice tips for creating lead generation assets - Creating emails that convert: Using marketing automation to nurture your leads • Part Two - Conversion workshop - Creating a lead nurturing workflow
- 4. Start with a plan
- 5. Start with measurable goals • 2000 people walk past • 200 come in • 50 buy a cake
- 6. • 2000 people walk past • 300 come in • 75 buy a cake Start with measurable goals
- 7. Using the campaign tool Playbook for your marketing campaigns!
- 8. Developing Buyer Personas Demographic A day in the life Pain points Goals Common Objections Real life quotes Elevator Pitch Marketing Message
- 9. BACKGROUND: • Marketing/Operations Manager of IT firm • Worked in the business for a long time, from an apprentice level. Knows a lot about the business. • Married without children DEMOGRAPHICS: • Skews male • 28-45 IDENTIFIERS: • Straight talking – no time for fluffy conversations • Probably has an assistant screening calls • Likes the statistics to do the talking, not afraid to get into the technical detail. Buyer Persona - IT Ian
- 10. Audit your current content • Product datasheets • Brochures & marketing collateral • Case Studies • Emails • Whitepapers • Blog posts? • eBooks?
- 11. Mapping your offer to the Buyer’s Journey
- 13. This isn’t a new concept …
- 15. • Will your cross country team be wearing the best shoe possible? • Testimonial: The only people who will be left wearing other shoes will either uninformed or idiots.” • You are no longer uninformed
- 17. Auditing your current content • Buyer persona • Topic • Content/offer title • Buyer journey stage • Content type/ format
- 19. Mapping content to the buyer journey • How to insulate a basement (Blog) • Choosing your agency partner; selection criteria for success (eBook) • Test drive our cloud portal (demo) • The pocket guide to working at height (eBook) • Order your undergraduate prospectus (offer) • Mirage develops bespoke CNC gantry milling machine for shipbuilding project (Case Study)
- 20. Build it and they will convert …
- 21. What is a conversion path? • CTAs • Landing pages • Thank you pages • Lead nurturing
- 23. Step 2 : Capturing a visitor with a click
- 25. Best Practices For CTAs Match the CTA with the headline of the landing page – Offer a congruent experience for the reader Tell the reader what to do – Download Our Ebook, Request a Demo Use pictures: cover of the content offer, picture that relates – Remember blink test! Place your CTAs on pages that match your reader’s needs (e.g. case studies on a pricing page) - Use the buyer’s journey to determine where to place CTAs Give the visitor a reason to click on your CTA - Use fear & doubt to attract click through
- 26. Step 3: Landing pages
- 27. Creating a landing page that converts
- 28. Landing pages ?
- 29. Landing pages
- 30. Landing pages
- 31. Landing pages
- 33. Landing page Best Practice Create a clear, compelling header so the visitor understands the purpose of the page – Remember the blink test! Use a sub-header to promote the benefit of the offer Include an Image on the page. PRO TIP: Use the cover of the offer Relate to the problem or issue you are solving for in the top paragraph. Build the reader’s interest! Use bullet points to highlight items the reader will take away – Use numbers & “How to” lines Provide a wrap up sentence to build urgency for the reader – Play on the readers fears or problems Add form fields based on where offer fits In the buyers journey – Use Smart Forms to help make this easier
- 34. Step 4: Thank you pages
- 35. Thank You Pages
- 36. Best Practices For Thank You Pages Be sure the download link stands out and is very easy to find – Think Blink Test! Consider the next step you want the lead to take – remember the buyers journey Give a brief description on what the person should do – Loop in your Sales team for input on this Provide the next stage in the conversion path for your lead, eg. awareness to consideration stage Make sure to return the navigation to the Thank You Page
- 37. Q&A + Networking Break
- 38. Marketing Automation: Creating emails that convert
- 39. Lead nurturing workflow logic best practices Identify your goal Identify which contacts should be enrolled in your workflow Select appropriate number and type of emails to send Choose time delay between emails sent Identify contacts to suppress from your workflow
- 40. Lead nurturing email best practices
- 43. Any Questions?
Hinweis der Redaktion
- EJ 4pm - 4.15pm: Arrival 4.15 pm - 4.45pm: Developing a content plan based on your personas - Setting up your campaign using measurable goals for traffic > leads >opportunities > sales - Aligning your content to the buyer journey 4.45 pm - 5.15pm: Build it and they will convert: Tools you'll need - Best practice tips for creating Calls-to-action, landing pages and thank you pages - Creating emails that convert: Using marketing automation to nurture your leads 5.15 pm - 6.30pm: Conversion workshop: Creating a lead nurturing workflow 6.30 pm - 7.00pm: Networking and Drinks
- Campaign tool Buyer Persona Goals (traffic, leads and customers) Content Mapping
- NC – Every campaign starts with goals – when you’re measuring success you need to know what success looks like NC – Lola – everyone loves cake. Lola – cake shop 2000 people walk past – total prospects 200 come in, their your leads, and 50 people make a purchase
- NC – Lola wants to grow her business and sell more cakes – she wants to improve her conversion rates – not likely to get more people walking past so want to convert more people to come in, or more people in the shop to buy. This is the same as your website… in the context of increasing traffic, leads and customers
- EJ - In the context of your business – campaign tool in HubSpot is the starting place where you can set goals - & track all your activity to the campaign so you can measure success against your goal. If you don’t have HubSpot you can do this manually
- P2P worksheet
- NC – So your goals are in place, but who are you marketing to? Buyer personas are vital…P2P – customised and more engaging day in life (why are kids important? Don’t want to call them when they’re putting the kids to bed) Busy – so no time for fluff Objections – how to counter with marketing messaging Quotes – ask your sales team for valuable sound bites – show your persona you get them Refine down into focused elevator pitch and marketing messaging that responds to their goals, challenges etc
- EJ – In order to reach IT Ian and achieve your goals – you’ll need a well planned campaign and the content that sits within it. You may not think you have the content for a campaign, but if you look through your assets I bet you have a lot of the content already [Show of hands]
- EJ - Remember is your buyer is on a journey – your content needs to be in the right place, at the right time
- What is the buyers journey? 3 stages: Awareness – Problem, not sure of solution Consideration – identified possible solutions, needs more information before settling on a solution Decision – got handful of solutions, needs validation before deciding
- Back in the 1960s a company called Blue Ribbon Sports was using content marketing…blogs weren’t invented, but this awareness stage article, helps their buyer persona (Runner Rob) correct his running technique, helping him reach his goal of running the Derby 10k in less than an hour
- Here’s another one – this time it’s a consideration stage offer to convert another persona (Coach Colin) to a customer and promoter. There’s testimonials to counter Colin’s objections, and positioning statements to reassure Colin he’s in safe hands with Blue Ribbon Sports. No subtlety here though, Blue Ribbon Sports are quite confident their marketing has done the job…the buyer is no longer uninformed.
- Well it must have worked!
- NC - Worksheet – go away and audit content – easy to create new topics and content offers/formats that align with your personas and their stage in the buyer journey.
- NC
- EJ - In a nutshell – a conversion path is the process of converting strangers to customers and promoters – we do this using the following tools: CTAs, landing pages, TY pages etc
- NC - Conversion paths zzzzz! Boring huh? Let’s make it a bit more interesting – liken it to finding…this little easter bunny Step one: Bait AKA CTA
- NC - Offer is your carrot – CTA needs to have the wow factor – capture their attention Goal: Attract a click
- NC – An example
- NC – talk through
- EJ – CTAs lead to a landing page Once you’ve captured the bunny, you want to see where he’s going. Think of your landing page as a way of tagging your visitors – once they complete a form, functionality in HubSpot allows you to track all their interactions
- No navigation
- No nav
- NC – Catch and release – offer more carrots – promote other relevant offers – push them down the buyer journey
- Before we jump into the tools, let’s give some context about marketing automation/workflows EJ - Lead submits form, gets offer but they won’t be ready to buy yet…You need to nurture them through the buyer journey until they are! You can do this manually, but it’s time consuming and inefficient – so this is where marketing automation comes in.
- Goal – move prospects from one stage to the next eg. awareness to consideration
- Ask which part of the buyer journey this is…
- Your task: You work for HubSpot HubSpot want to target their persona, marketing manager Mary who works at a small-medium B2B firm. Mary has downloaded an awareness stage offer, you need to create a workflow to progress mary to consideration stage It can have as many steps as you like, but you don’t need to use all 8 Try and come up with some steps – eg offers, blogs to move mary to the consideration stage. Let’s split into groups and we’ll walk round to help