You have fans – so NOW what? Conversion, Landing Pages, Offers The offer and landing page are important parts of any lead generation marketing campaign. This is where the conversion takes place to fill the top of the sales funnel. You work really hard on all your blogging and social media efforts, but without attractive offers and optimized landing pages, all that effort goes to waste. There is a lot that goes into a successful landing page from the offer to the call-to-action, to the landing page layout. This session will cover all the basics of how to convert more of your traffic into leads and sales and actually make something worthwhile out of all your inbound marketing effort.

1. Lead Generation & Conversion TipsThe BIG Conference - October 2009 – Portland, ME Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

3. Over 1,800 customers in 3 years

5. Outbound Marketing

6. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

7. The Good News…

8. Inbound Marketing

9. But… Visitors are Not Customers! Flickr: Refracted Moments

10. The Great News… www.HubSpot.com/ROI

11. How can inbound marketing generate leads and sales?

12. Death to “Social Media Communists”!

13. Inbound Lead Generation Publish Promote Optimize Convert

14. Lead Generation w/ Inbound Marketing Create great offers Use tons of calls to action Optimize your landing pages Nurture your leads

15. Offers

16. Offers

17. Great Offers Free products, free trials Very useful info – tips, how to, data Gifts or promotions Value must be greater than the cost…

18. Calls to Action

19. Calls to Action – Blog Posts

20. Calls to Action – Twitter Grader

21. Calls to Action – Website Grader

22. Never let the user guess what to do next.

23. Great Calls to Action Use LOTS of them, everywhere Test to find the best Colors, text, size, place Make the next step obvious

24. Landing Pages

25. Go Naked

26. How Naked is Up to You…

27. Graphics Matter

28. Keep It Simple

29. Keep It Short 53% Conversion 32% Conversion

30. Don’t Put Form Below the Fold

31. Don’t – Ask for Really Private Info

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

33. Track Your Conversion Rate

34. Testing

35. Free Tool in Alpha/Beta http://action.grader.com

36. Final Rule? Nothing is Set in Stone!

37. Great Landing Pages Limit distractions (navigation / links) Keep it short and simple Track your conversion % Test to find the best

38. Analysis and Measurement Flickr: akisra

39. Traffic

40. Leads

41. Sales

42. …By Channel or Source Visitors Leads Sales SEO Social Media

43. Thank You! Next Step? Free Trial of HubSpot: www.HubSpot.com/free-trial Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

44. Additional Resources FacebookMarketing eBook http://www.hubspot.com/facebook-for-business-marketing-hub/ Twitter Marketing eBook http://www.hubspot.com/twitter-marketing-hub/ Social Media Marketing Kit http://www.hubspot.com/twitter-marketing-hub/ Blog: http://Blog.HubSpot.com