Leveraging Inbound Marketing to Generate Traffic, Leads and Sales
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nn Leveraging Inbound Marketing to Unlock a River of Quality Leads and New Customers Peter Caputa IV HubSpot
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Explanation of the Inbound Marketing Methodology. The steps involved with turning site visitors into leads, target leads into clients, and turning clients into evangelists.
Transcript of Leveraging Inbound Marketing to Generate Traffic, Leads and Sales
nnLeveraging Inbound Marketing to Unlock a River of Quality Leads and New Customers Peter Caputa IVHubSpot
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My son making his first instructional video for “WooTube”.
9
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Every business does Inbound Marketing Now
Blogs Interactive
Tools
Photos &Infographic
s
Videos &Podcasts
Presentations& eBooks
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The Best Inbound Marketers Report that Results from Inbound Marketing is… Methodical, Predictable, Repeatable, Improve-able, Scale-able, Exponential….
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Kuno Creative Generates 500 leads/month
HubSpot's Salesforce Integration Revitalizes Mimio's Marketing
HubSpot helps us to improve our entire lead process from increasing acquisition, to enabling segmentation, to sending them off to our sales organization in a more qualified state than we were able to do before.
“”Dawn Augiar
Senior Manager of Digital MarketingMimio
40%Amount they are
exceeding monthly leads
goals
70%Increase in year-over-year web
traffic
#1Page rank of
target keywords
Full story: www.hubspot.com/customers/mimio
Square 2 Marketing Secured 48 clients via Inbound Marketing
AmeriFirst Brings Its Relationship Based Strategy Online
“I love HubSpot software because the tools are in one place. Instead of piecing it all together slowly with multiple sources, I get to do it all with fewer people and one platform."
“”Dan Moyle
Creative Director of MarketingAmeriFirst Home Mortgage
Full story: www.hubspot.com/customers/amerifirst
3.8xMore monthly
website traffic after 1
year
51.7xMore monthly leads after 1
year
5%Increase in
sales after 2 years
100s of Case Studieshttp://www.hubspot.com/customers
The Inbound Marketing MethodologyInbound marketing can turn strangers into customers and promoters of your business.
BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM
Integrations
Social MediaSmart-Calls-to-
ActionEmail
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS.
You want to attract people that will potentially
become leads. Attract your ideal customer or
buyer persona by creating content that’s
valuable to them and easy for them to find.
Make yourself findable, but don’t wait until they
find you. Include them in the content creation
process through interviews and surveys and by
creating content that your sales team will use
when they proactively reach out to prospects.
STEP 1: ATTRACT STRANGERS AND TURN THEM INTO WEBSITE VISITORS.
BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM
Integrations
Social MediaSmart-Calls-to-
ActionEmail
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.
Once you’ve got visitors to your
site, the next step is to convert
those visitors into leads by
gathering their contact information.
In order to get this valuable
information, you need to offer
something up in return (ex: ebook).
STEP 2: CONVERT WEBSITE VISITORS INTO LEADS.
BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM
Integrations
Social MediaSmart-Calls-to-
ActionEmail
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.
Once you’ve attracted the right
visitors and converted the right
leads, you need to transform those
leads into customers with targeted,
automated email nurturing and
social media interaction.
STEP 3: CLOSE LEADS INTO CUSTOMERS THROUGH LEAD NURTURING.
BlogSocial Media
KeywordsPages
Calls-to-ActionLanding Pages
FormsContacts
EmailWorkflows
Lead ScoringCRM
Integrations
Social MediaSmart-Calls-to-
ActionEmail
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.
Using context and personalization
to deliver tailored messages,
continue to engage with, delight,
and (hopefully) upsell your current
customer base into happy
promoters of your company.
STEP 4: DELIGHT CUSTOMERS TO TURN THEM INTO PROMOTERS OF YOUR BRAND.
Turning Strangers into Visitors
Pick the right keywords
Optimize pages for SEO
Create optimized content frequently (aka Blog)
I’m going to take a moment to emphasize the importance of blogging because it’s that important ...
The average company that blogs
generates:
• 55% more website visitors.
• 97% more inbound links.
• 434% more indexed pages.
SERIOUSLY. BLOGGING WORKS.
Source: HubSpot
COMPANIES THAT BLOG GENERATE 126% MORE LEADS THAN THOSE THAT DON’T.
Blog No blog0%
20%
40%
60%
80%
100%
120%
140%
160%
180%
Av
era
ge
Mo
nth
ly L
ea
d G
row
th
Source: HubSpotSurvey N = 2,300
Source: HubSpotSurvey N = 3,339
Multiple times per day
Daily 2-3 times per week Weekly Monthly0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
75%
82%
71%67%
57%
14%10%
14%
21%25%
Percent of marketers who demonstrated inbound ROI
Percent of marketers who couldn't demonstrate inbound ROI
Blogging Frequency
BLOGGING IS REGULARLY LINKED TO HIGHER ROI.
80%
Make it Shareable
Share it Yourself
Make Sure They Can Read It on Their Device!
Track SEO Performance
Track Blogging Performance
Track Social Performance
Turning Visitors into Leads
Create an offer
Calls-to-action (CTAs) are buttons
or links that encourage your
visitors to take action, like
“Download a Whitepaper” or
“Attend a Webinar.” If you don’t
have CTAs or if they aren’t
enticing enough, you won’t
generate leads.
ENTICE YOUR VISITORS TO CLAIM AN OFFER WITH CALLS-TO-ACTION.
Put it behind a landing page
In order for visitors to become
leads, they must fill out a form and
submit their contact information.
Optimize your form to make this
step of the conversion process as
easy as possible.
USE FORMS TO GET THE INFORMATION YOU NEED ABOUT YOUR PROSPECTS.
Measure every offer
Test every landing page
Turning Leads into Customers
Keep track of the leads you're
converting in a centralized
marketing database so you can
make sense out of every
interaction you’ve had with your
contacts – be it through email, a
landing page, or social media.
HOUSE ALL OF YOUR CONTACTS IN ONE PLACE.
Know Their Interests
Collaborate with Prospects on Your Marketing
Interact via social
Use Context to Deliver the Right Content at the Right Time via the Right Channel
What if a visitor clicks on your CTA
and fills out a form on a landing
page to download a whitepaper,
but still isn’t ready to become a
customer? Nurture them with a
series of emails focused on useful,
relevant content until they’re
ready.
SEND TARGETED EMAILS TO LEADS TO PULL THEM THROUGH THE SALES FUNNEL.
If a visitor downloaded a
whitepaper from you in the past,
you might want to send that lead a
series of related emails. But if they
follow you on Twitter and visited
certain pages on your website, you
might want to tailor the messaging.
GO BEYOND EMAIL BY USING AUTOMATION INFORMED BY CONTEXT AND LIFECYCLE.
Nurture via your website
Know which marketing efforts are
bringing in the best leads and
whether your sales team is
focused on the most qualified
leads by integrating with your
Customer Relationship
Management (CRM) system.
CLOSE THE LOOP BY INTEGRATING YOUR MARKETING TOOLS WITH YOUR CRM.
Measure the Smarketing Funnel
YOU’VE GOT YOUR TOES IN…
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IS IT TIME TO JUMP IN ALL THE WAY?
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Leverage INBOUND to Grow Your Business
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