HUBSPOT COS LANDING PAGE TRAINING CLASS

Transcription

1 HUBSPOT COS LANDING PAGE TRAINING CLASS INTRODUCTORY We will be starting at 9:03 am ET. Use the Chat Pane in GoToTraining to Ask Questions! Self Assessment How are you doing? 1 2 Have you developed an offer I.E. Checklist, whitepaper, Ebook, case study, demo? Do you have 1 hour to give your undivided attention to learning how to most effectively leverage landing page?

2 Nick #HubSpotting

3 HUBSPOT COS LANDING PAGE CLASS ARCHIVE PAGE

4 ARCHIVE PAGES ACCESSIBLE IN HUBSPOT PORTAL

5 INTRODUCING: THE PRODUCT RELEASE AND TRAINING CALENDAR

6 HUBSPOT COS LANDING PAGE CLASS ARCHIVE PAGE

7 HUBSPOT COS LANDING PAGE WORKSHOP After today s class 10:00am-11:00am

8 TODAY S GOAL: To learn the fundamentals of high performing landing pages and create an optimized landing page

9 AGENDA 1 Landing Pages & Inbound Marketing [2 min] 2 Why use landing pages [6 min] 3 How to setup landing pages (best practices) [30 min] 4 Using the landing page tool [30 min] 5 Next steps and resources [2 min] 6 Workshop [45 min]

10 1 LANDING PAGES & INBOUND MARKETING.

11 INBOUND MARKETING METHODOLOGY Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows

12 INBOUND MARKETING METHODOLOGY Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows

13 2 WHY USE LANDING PAGES.

14 LEADS

15 The sole purpose of a landing page is to generate leads.

16 I ll give you something If you give me something

17 Landing pages are Business Assets!

18 3 HOW TO SETUP A LANDING PAGE.

19 CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page

20 BUYING PROCESS It All Starts with the Offer! Perform Research Prospect knows there is a problem that needs to be solved. Establish Buying Criteria Prospect recognizes a need for a solution like yours. Evaluate Vendors Prospect seeks solutions to their need; ready to buy. Free Whitepaper Free Guides & Tip-Sheets Free ebooks Free Checklists Free Videos Free Kits (combo of above) Free Webinars Case Studies Free Sample Product Spec Sheets Catalogs Free Trials Demos Free Consultations Estimates or Quotes Coupons

21 What does a landing page look like?

22 1: Write clear, concise, compelling headers 1. Type 1. Type of offer: offer: Name Name of offer offer 2. Benefit of offer to website 2. Benefit visitor of offer to 3. Action website required visitor to get offer 3. Action required to get offer

23 2: Explain the Value of the Offer 1-3 sentences, 5 max Why would a website visitor want to give you their information? Explain how this specific offer will benefit them

24 3: Use Bullet Points 3-5 bullet points Focus on benefits not features Highlight specific benefits they will receive from downloading the offer?

25 4: Create a Short Form 3-7 fields, 15 max Form length should mirror the value of the offer. Only ask for the info needed for your next phase of marketing Progressive Profiling

26 5: Place Content Above the Fold Landing pages are responsive The page will dynamically resize depending on the device Mobile will require visitors to scroll

27 6: No Menu Navigation and Links Navigation and links will negatively impact the primary goal of your landing pages which is to Generate Leads Remember your visitor came for the offer, remove all distractions

28 7: Include a Relevant Image Visually communicate the type of offer and it s value The image should clearly depict what the visitor/lead to be will receive

29 8: Perform a Blink Test Visitors decide in 5-8 seconds if they will submit their information Does your landing page communicate the value of the offer and required action in less than 8 seconds?

30 8: Perform a Blink Test (continued) Test your landing page on coworkers, friends and/or family Display the landing page for 5-8 seconds Ask: - What was the offer? - Benefit of offer? - Action required?

31 9: Redirect to a Thank You Page Generating leads is the end game for your Landing Page, but it s not the marketers end game Delivering the offer on the thank you page, allows for an optimal user experience

32 9: Redirect to a Thank You Page Attend the Call to Action/Thank You Page class to create stellar Thank You Pages that encourage interaction & engagement with your website Register

33 10: Include Social Sharing Allow visitors to promote your offer without ever leaving your landing page Visitors will have the opportunity to share your landing page with their social media network(s) of choice

34 10: Include Social Sharing

35 WATER BREAK.

36 KNOWLEDGE CHECK 1 2 There are three parts to the conversion process. Landing pages, &? (Hint: think bookends ) What is the primary goal of a Landing Page? 3 What are the 10 best practices of Landing Pages?

37 Best Practice Retention self test How many of the 10 best practices can you list? Each number is placed to the top left of the content representing the best practice

38 BEST PRACTICES FOR LANDING PAGES Write clear, concise, compelling headlines Explain the value of the offer in a compelling way in 2-3 sentences, 5 max. Explain a few benefits of the offer to the website visitor using 3-5 bullet points Create a form with 3-7 relevant fields Place content above the fold No menu navigation or links Include a relevant image Perform the blink test Redirect to a Thank You Page Review best practices

39 4 USING THE LANDING PAGE TOOL.

40 USING THE LANDING PAGE TOOL Creating your Landing Page Setting up your Form Follow-up s, Social sharing, Campaigns & Advanced options 4 Analyzing your Landing Page

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54 CONVERSION PROCESS 1 Call-to-Action 2 Landing Page 3 Thank You Page

55 INBOUND MARKETING METHODOLOGY Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Blog Social Media Keywords Pages Calls-to-Action Landing Pages Forms Contacts Workflows Lead Scoring CRM Integrations Social Media Smart-Calls-to-Action Workflows

56 5 NEXT STEPS AND RESOURCES.

57 NEXT STEPS 1 Create a piece of content or offer that you will use for your landing page 2 Create a landing page following the 10 best practices 3 Register for the call to action/thank you page class

58 CLASS RESOURCES 1 How to setup your Landing Page subdomain (step by step tutorial) 2 How to Create an offer that generates leads (templates available) 3 Marketing offer templates 4 PowerPoint Template for creating stellar Ebooks (Direct download) 5 How to get started with the HubSpot COS Landing Page Tool 6 How to Create a HubSPot COS Landing Page (Step by Step tutorial) 7 How to use the Template builder for HubSpot COS Landing Pages 8 How to customize the look and feel of your HubSpot Landing Pages

59 THANK YOU.

60 LANDING PAGE WORKSHOP Starting NOW!