1. Decide on the offer
The first step in the process of converting website visitors into leads is the offer. An offer is like a carrot that you dangle in front of your site visitors to convince them to give you their information. If the offer is useful enough to them, they'll happily give you their contact information in exchange for it.
Remember that you want to create offers that will appeal to new visitors to your site (those whose contact information you do not currently have) as well as existing leads in your system (those who have been back to your site a few times already and have already submitted some preliminary info).
Your site should provide a range of offers to appeal to different segments of your audience. This ensures that no matter who comes to your site, there's a carrot that will be appealing to them. Offers might take the form of a:
- Free guide
- Free consult / analysis / report
- Free whitepaper
- Free video
- Free kit (combinations of assets - whitepapers, videos, reports, etc.)
- Free sample
How to Create Offers from Existing Content
1. Whitepaper or ebook: Compile three to five blog posts that discuss similar topics and combine them into a whitepaper or ebook. You can also compose a whitepaper or ebook based on a previous research study or data set.
2. Tip Sheet: Create a tip sheet that outlines how people could use your product or service to help them with their problem or need. For example, if you're a plumber, you could create a tip sheet on "How to Troubleshoot a Clogged Drain."
3. Top 10 Industry Trends: Document the ten latest trends impacting your industry this year. Write a short summary on ten new industry developments or write what you think will be the ten biggest changes to your industry during the next year.
4. How-To Guides: Create simple guides for your prospects to download and help them with a problem. For example, if you’re selling mortgages, create a guide to picking the right mortgage for you.
5. Checklist: Create a checklist of steps people can take toward solving a common problem in your field. For example, if you’re a moving service, create a packing checklist visitors can download.
6. Common Questions: Write down the ten or so questions that you most commonly hear and create a tip sheet or guide that answers each question.
7. Product Demo Videos: Create a video that shows off and describes your product’s features and benefits. At the end of the video, give the lead an option to download a product guide.
8. LinkedIn Question and Answers: Go to LinkedIn Answers and find every question and answer that relates to your industry. Compile your answers together in an ebook format.
9. Kits of Material: Compile some of your related ebooks, guides, tip sheets, and blog articles into a compelling downloadable kit offer.
10. Sales Team Materials: If you have a sales team, ask them what material they send to prospects that convince them to convert. Package this material into a tool kit visitors can download.
11. Case Studies: Show off your leading customers and share their success with future customer. Video record their testimonials for even more content and to build credibility. Offer the case studies as free downloads.
2. Decide what information you'll ask for in return for the offer
You'll need to create a form that asks for bits of personal information in exchange for them gaining access to your offer. You want to balance what you need to know about the visitor to make a sale with what they would reasonably share to gain access to the offer. If someone walked into a store you worked in and started browsing, you might be able to start a conversation with them based on what they were looking at. You'd want to ask them for relevant bits of personal information about themselves that would help you determine if and how you can meet their needs.
3. Create landing page
Now create your landing page with information about your offer to persuade your visitors to provide the information requested on your form.
4. Create a thank you page
A thank you page is a separate page that your leads are taken to after they click submit on your landing page. This is typically where you'd provide a download link to the offer they filled out the form to receive.
5. Create tracking URLs for your landing page
Tracking URLs are incredibly useful devices that allow you to determine the effectiveness of your marketing campaigns. Use tracking URLs when you're directing traffic to a landing page from somewhere other than a call-to-action on your own site, like an email blast, PPC campaign, banner ad, and so forth.
What are the tools that you'll use?
To work through the above steps, you'll use a range of tools and features in HubSpot that include:
Use forms on your landing pages to gather vital information about your converted leads.
Use the content editor to create or edit landing pages by adding your content into the content modules, choosing a form and then publishing or updating those landing pages.
Thank You Pages
You can also use the content editor to create thank you pages for your landing pages. A thank you page is a separate page that your leads are taken to after they click submit on your landing page. This is typically where you'd provide a download link to the offer they filled out the form to receive.
Upload the content offer that you are going to give away on your thank you page to file manager. File manager allows you to upload and host files on HubSpot's content delivery network servers. Like other file systems, you have the ability to create folders or directories, then add files to those directories.
Tracking URL builder
Use tracking URLs when you're directing traffic to your landing page using external tools (PPC campaign, banner ad, and so on). This allows you to accurately track the source of your contacts.
Landing Page Dashboard
Your landing pages are all organized in the landing pages dashboard, so you can view key performance metrics, edit existing landing pages, and create new landing pages from here.