Seegrid asked me to figure out how to provide more and better qualified leads to my sales team during the industry trade show off-season. I knew cold calling, direct mail, and expensive advertising were not going to generate qualified leads quickly enough, and that these outbound efforts required a great deal of resources. Bottom line: Those methods would be too expensive and I wouldn't be able to create a credible return on investment (ROI). I chose instead to deploy the HubSpot marketing solution and within weeks the leads started pouring in -- and the Seegrid sales team and senior management were thrilled. At every level throughout the company I heard, “I have never seen this much lead activity…you are keeping us very busy.”
In this blog post I will share how you, too, can take the content (videos, case studies, white papers, catalogs, and articles) that already exists on your website and use it to create viable leads for your sales team.
6 Steps to Creating a Process That Will Generate Leads
Thousands of visitors were coming to my company's website, but many of them were not contacting us directly through email or phone after spending time on the site. Visitors would navigate the website, watch videos, read content, and view brochures, but we were unable to capture their lead contact information. After using HubSpot for 90 days, Seegrid saw a 1,860% increase in website leads. Yes, you read that correctly, a 1,860% increase in leads!
Step 1. Identify Your Best Content
Content was not a problem for me; we work with leading industrial journalists, editors, and industry thought leaders. The problem was how we were always giving away our best content and not asking for anything in return. So we made a list of all of the content on our website and identified the content we knew would capture our best potential customers' interest.
I noticed that we were getting higher conversion rate with videos. Often, potential customers do not have time to read a lengthy case study or white paper, but they do have a few short minutes to watch a video.
Once we identified the content, we started creating landing page offers.
Here is an example of a video content piece we selected for a landing page offering.
Step 2. Create a Landing Page with Your Content Offer
With the easy-to-use landing page creation tool from HubSpot, generating landing page after landing page was simple and quick. I wrote a compelling headline, a description of the content offer, added in graphics, and customized the form.
When selecting particular fields for the landing page form, I kept in mind what content we were providing and tailored it to match. A content offer like the video we selected is best suited for those at beginning of the buyers journey; because of this the from fields are simple and few in number. The form we built for this content offering included name, company name, email address, region, and phone number. This provided my business development specialists with the minimal information they required to follow up.
Here is the landing page I created with the HubSpot Landing Page tool.
Step 3. Create a Thank You Page
After creating the landing page, the next step is to add the content offering to a thank you page for your visitors to download or view after they have clicked “submit” on the landing page form.
Here is an example of the thank you page that appears after someone submits their form.
Step 4. Create a Call-to-Action
The next step is creating the call-to-action (CTA) to place on your website. The call-to-action takes visitors to the landing page where they will download the content offer. Before deciding where the CTA would go, we spent some time reviewing the company website and identifying pages where content offerings would be most welcomed by our visitors.
I suggest starting with your product pages, where you can easily add CTAs to watch videos, download brochures, or read customer success stories.
Creating a CTA is simple with the HubSpot CTA builder. Just customize the CTA to your liking and add the landing page URL as your destination URL. The CTA must be action-oriented and clear. Tell the potential lead what you want them to do. We are seeing great results with these simple CTAs.
Step 5. Set Up Workflows to Manage Your Incoming Leads
As the leads started pouring in, we needed to identify a workflow strategy that worked best for us. Yours might be quite different. I chose to handle all landing page form submission leads by creating a simple three-step workflow. HubSpot allows you to create workflows that will fit your lead requirements and manage each lead from initiation through the buying process.
Step 6. Place Your CTA on Your Website
After you have created your CTA, the next step is to embed the CTA code on your website. HubSpot generates the CTA code automatically, allowing you to paste the code precisely where you want the CTA located. It is important to make sure the CTA stands out from the rest of the page and lies "above the fold" on your site.
This is what our CTA looks like once embedded on the page I selected.
I HubSpot because I love nothing more than watching leads pour in and providing qualified leads for my sales team to close. HubSpot allows me to prove to my management team what content is most effective in generating high quality leads for our sales team. Before HubSpot, I could not determine which blog posts, case studies, or press releases were generating leads, but now I know exactly what works.
Originally published Oct 30, 2013 9:00:00 AM, updated January 14 2014