You can use HubSpot’s marketing tools to help you do this.
Search engine optimisation (SEO) - HubSpot will help you find the keywords your custmers are searching for. Then it'll help you ensure the pages on your website you've added those keywords to are properly structured to give internet users the best chance of finding them. This involves fairly simple onpage technical SEO.
HubSpot matches keywords to different stages in the sales funnel. Now we enter the world of silly acronyms! IOf your HubSpot agency ever says “TOFU”, “MOFU” or “BOFU”, this is what they mean. Top of funnel (TOFU) content is for prospects looking for information on a problem they might have e.g. not enough leads; middle of funnel (MOFU) content is searched for by people who understand what their problem is and are now looking for specific information on solving that problem e.g. using inbound marketing to increase leads; and or bottom of funnel (BOFU) content is searched for by people who have identified a problem, figured out what they're going to do to solve it, and are now looking for products to help them e.g. searching for info on a HubSpot demo.
Social media – once content has been created and optimised you need to promote it to prospects. If your HubSpot agency tells you once you’ve created the content you can sit back and wait for the leads to role in then they’re lying. It’s not enough to expect potential customers to juts stumble upon it; even if it is properly optimised it may not rank that highly to begin with, so it’s essential you promote it. The primary way HubSpot recommends doing this is via social media – Twitter in particular. You can use HubSpot’s social tools to schedule posts, identify and get involved in conversations based on keywords and follow prospects.
Calls to action – the pages on your website need to be set up to convert prospects and turn them into leads. To do this it’s really important they contain clear calls to action (CTAs) and/or easy to complete forms. For example you might write a blog on the best value blue widget available. In that blog you will have a large CTA – literally a big button on the page that asks the visitor to do something. In this instance it might say: ‘Download our essential guide on maintaining your blue widget now!’ There is a clear value proposition here: anyone reading a blog to find out about the best value blue widget will want to maintain it after they’ve bought it to save them buying another one.
Remember: it’s important the CTA actually asks the visitor to do something – good Hubspot agencies know you need to keep moving visitors through the funnel ready for your sales team to get in contact with them.
Landing pages – once the prospect clicks on the CTA they will end up on a landing page – this page will contain information about the content they want to download to reassure them of its value and that they’re in the right place. It will also contain a form into which the
prospect has to input details (name, email address etc.) in return for the content.
Forms - HubSpot agency partners live and breath content marketing; ultimately the success of their inbound marketing campaigns rely on the prospect contact details they're able to capture. This is the process of a prospect relinquishing their name, email address and phone number (as well as other info on persona type and buying power) in exchange for great content created by a brand e.g. HubSpot's State of Inbound marketing report. General rule of thumb – the more valuable the content, the more details you can ask for.
Workflows and timelines – once you‘ve captured content details you then need to move these leads through the sales funnel and turn them into opportunities for your sales team. This is where workflows come in to play. A workflow enables you to send different pieces of content to your contacts at set intervals via email. If the leads you’re sending the content to start interacting with it, you can set the workflow to automatically notify your sales team. This lets them get in contact with the lead at the right time and hopefully turn it into an opportunity for your business. The HubSpot timeline can also be very handy at this point. It’ll show your sales team exactly which pages on your site the lead has interacted with. Helps your sales team make fewer cold calls and more warm, educated ones.
Signals – different types of content are suited to different stages of the sales cycle. You need to take advantage of this and set up workflows to notify your sales team when your leads complete specific actions which demonstrate purchasing intent. For example, if a lead visits your pricing page you can automatically alert your sales team with an email instructing them to give them a call. Likewise if a lead starts sniffing around your product demo pages or your case study pages your sales team should be alerted immediately – visits to pages containing BOFU content should be viewed as strong purchasing signals.
TopLine devised a multi-channel marketing strategy for us designed to increase our inbound lead gen. We're now reaping the benefits with a solid stream of good leads coming through the website on a monthly basis. TopLine's impressive ability to quickly get to grips with complex tech subjects is matched in equal measure by its team's SEO, PPC and PR know-how. They're a trusted and valuable extension of our team.Francis Miers