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HubSpot Inbound MarketingAs certified HubSpot partners, we love talking up the incredible HS tools we get to use every day—for ourselves and our clients. This post is the second in our HubSpot series, highlighting cool components of an HS-fueled inbound marketing campaign. Part One focused on generating client attraction, and drawing new visitors to your site. Now, it’s time to turn those visitors into well-informed, business leads.

Learn how HubSpot (along with a great inbound marketing strategy) can get you started:

visitors into leads

1. Educational Offers

Most of your first-time site visitors aren’t ready to buy right away. Most aren’t even ready to contact you for more information. After all, they hardly know you.

Whether they found you through an organic search (by Google-searching a term that relates to your business), or after clicking on a social media link to one of your blog posts, their first order of business is sizing you up. In other words, are you equipped to help them? They need proof you are credible. They need input. They need encouragement. If your site looks and feels like a roadside fruit stand, they’ll bounce.

Educational offers are one way to keep visitors engaged, while conveying your depth of knowledge. An educational offer could be a white paper, an eBook, a data sheet, or some other form of content marketing. There are different ways to structure and label your offer, depending on your target audience. Whatever you decide to call it, your offer should meet these criteria:

  • Answer a common question or address a hot-button issue
  • Contain information that isn’t already available on your site
  • Establish your background knowledge and expertise
  • Include an attention-grabbing title
  • Be introduced with a compelling call-to-action (CTA)

HubSpot’s inbound tools include a Smart Content feature that allows businesses to present their offers strategically. Earlier in the buy cycle, for example, a site visitor might be shown an eBook offer. After interacting and moving further through the funnel, the same visitor might be ready to view a product demonstration. You can even select images that will appeal to different audience segments, and display them accordingly. So HubSpot can create a truly dynamic user experience.

2. Unique Landing Pages

A landing page is the place where your site visitors become viable contacts, or leads. After clicking on one of your offers, visitors arrive at a landing page, where they’re prompted to submit information (at minimum: name, company name, and email address) in order to receive the promised materials.

This might sound like a simple exchange, but there are lots of factors to consider when planning a landing page for your next offer. Here are a few of the biggies:

  • Every individual offer should have its own, unique landing page.

In the same way you get frustrated by customer service menus that route your call through broad, impersonal options, your site visitors will be annoyed if they click on a specific offer, only to land on a generic form page.  For each new offer you create, you should also create a unique landing page. Build your pages with relevant headlines and obvious copy that acknowledges what the visitor is looking for and why it’s important.  Bonus: more landing pages provide more opportunities to incorporate keywords and support your ranking goals.

  • Landing pages should be streamlined and spare, so visitors don’t lose focus on the intended action.

Your landing page copy should remind visitors why your offer is useful/unique/valuable, and instruct them to complete the necessary form. That’s all!  Don’t try to squeeze your history and company mission onto the landing page. And don’t include distractions or clickable components that will take prospective leads elsewhere.

  • Required form fields should only include essential data points.

Do you really need to know your visitor’s mailing address after his first interaction with you? Most likely, your next move will be to contact this visitor via email—so asking for a postal address might do more harm than good. Research shows that asking too many questions on your landing page can significantly reduce leads.

  • Landing pages should be designed to render well on mobile devices.

According to a Pew Internet survey, 17 percent of adults with cell phones are “cell-mostly” Internet users. That means one in five leads will find your site on her cell phone. If she clicks on an offer, you want her view of your landing page to be just as clear and inviting as any desktop experience.

HubSpot is great for creating, updating, and optimizing your landing pages. Its various templates are already tested for performance and usability. Plus, its A/B testing options let you weigh different attributes and plug in the best performers.

3. Information-Gathering Forms

As we noted above, forms fields need to strike the perfect balance. You want to collect visitors’ information—facts that will help you weigh your best prospects and speak to them individually—but you don’t want to scare them away with a full-fledged, biographical interview.

Fortunately, HubSpot makes it super easy to create optimized, lead-capturing forms. In seconds, you can drag and drop the form fields you want to include on any content page you choose. Here are some additional draws:

  • Progressive profiling (asking different and dynamic questions with each successive interaction)
  • Built-in error detection and data validation tools
  • Insights on leads’ traffic patterns and site browsing history

Ready for more marketing tips? Stay tuned for next week’s blog—the last chapter in our HubSpot inbound series. We’ll explain best practices for converting leads into sales via lead nurturing and email campaigns.

Meanwhile, if you have questions about using HubSpot for your small business, contact the PMG team.

Free Download: The Inbound Marketing Campaign Checklist

About the Author

Liz O'Neill
Liz O'Neill

Content marketing specialist (and current Director of Marketing at C&S Insurance), Liz O'Neill enjoys writing informative, engaging copy about pretty much anything—helping companies and their customers cut through all the digital noise; find each other faster; form deep, abiding relationships; and ride off into the sunset (while Instagramming the entire journey).

 Tags: Marketing Strategy and Planning HubSpot Inbound Marketing

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