derby hubspot user group: building conversion paths for effective lead generation

Presents:

Building conversion paths for effective lead generation

22nd March 2016

#DerbyHUG

Hello

Natasha Cartwright & Emma Jones @nkcartwright @emma1j

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

Start with a plan

Start with measurable goals• 2000

people walk past

• 200 come in

• 50 buy a cake

• 2000 people walk past

• 300 come in

• 75 buy a cake

Start with measurable goals

Using the campaign tool

Playbook for your

marketing campaigns!

Developing Buyer Personas

Demographic

A day in the life

Pain points

Goals

Common Objections

Real life quotes

Elevator Pitch

Marketing Message

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

Audit your current content

• Product datasheets• Brochures & marketing collateral• Case Studies• Emails• Whitepapers

• Blog posts?• eBooks?

Mapping your offer to the Buyer’s

Journey

The Buyer’s Journey

This isn’t

a new concept …

• 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

Auditing your current content

• Buyer persona• Topic• Content/offer title• Buyer journey stage• Content type/ format

Time for a little

game…

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)

Build it and they will convert …

What is a conversion path?

• CTAs• Landing pages• Thank you pages• Lead nurturing

Step 1: Call-to-action

Step 2 : Capturing a visitor with a click

Effective call-to-action

Best Practices For CTAsMatch 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

Step 3: Landing pages

Creating a landing page that converts

Landing pages?

Landing pages

Landing pages

Landing pages

Automated follow-up

Landing page Best PracticeCreate 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 offerRelate 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

Step 4: Thank you pages

Thank You Pages

Best Practices For Thank You PagesBe 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

Q&A + Networking Break

Marketing Automation: Creating emails that convert

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

Lead nurturing email best practices

Workflow tool:

Live walkthrough

…

Marketing Mary

Awareness

>>>

Consideration

Any Questions?