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hey sales and marketing professionals I bet you'd like more website traffic but I bet you'd love more leads and customers coming through your website I'm sure I don't need to tell you that an effective online marketing plan focuses on attracting your best buyer but also turning them into leads and customers well in this video I'm going to pick up where we left off in the attract stage and show you how to convert more of your website visitors into leads the tactics you need to use the tools that are required and I'll even share a schedule of events for your online marketing plan [Music] in our last video part 5 linked in the description below we learned how to attract your best buyer to your website and that's a great start but unless we can turn an increasing number of those new website visitors into leads and customers what's the point now most manufacturers or b2b companies have historically relied upon their contact us form or our a queue form for lead generation unfortunately for prospects that are in the awareness stage of their buyers journey that's a bit like a sleazy car salesman approach to getting them to turn into leads so in this video we're gonna walk through ways to pick up with the educational content that we were providing any attract stage to get them to your website and can burn more of them into leads using what today's buyer really wants help support and education so let's start with a refresher of what we did in the attract stage of our online marketing plan we started by creating a pillar page a really comprehensive resource for people that are interested in a broad topic that we can support we then followed that with weekly blog posts that were about subtopics of our pillar or core topic that we created for our pillar page we executed the 1041 rule where you know we're sharing 10 pieces of content for every four of our own and one landing page or conversion opportunity and we also followed a ton of social media accounts that were relevant to our best buyer and to us to try and build our social reach now our first conversion opportunity is going to come from that pillar page that we created you know if you remember that pillar page is a very very long comprehensive piece of content that's going to cover a ton of the common questions around that core topic if you recall from the last video we were using the topic of plastic injection molding and so people are gonna find this pillar page and they're going to be reading it on the phone their desktop and they may not have the amount of time that they need to to consume all of the content or it may just love the resource and not want to lose it so our first conversion opportunity to turn that visitor into a lead is to offer our pillar page as a downloadable or email it to themselves PDF now this PDF is convenient for the visitor because it's going to allow them to share it with people colleagues friends it's going to allow them to load it onto their Kindle it's going to allow them to print it out so that they can read it and maybe a little more comfortable fashion so we're adding value with our current pillar content to generate a leap you might be thinking okay well we're giving them a PDF how does this turn them into a lead well in order for them to download the PDF we're going to have them fill out a form in exchange for that PDF and maybe we position it as give us your email and your name and we'll e-mail you a copy of this pillar content which is a win-win right they get the resource that they wanted and we now have generated elite premium content is another great option for lead generation much like the pillar page was just kind of adding value to that pillar page by making it downloadable through a PDF and in exchange for their email we can also take topics around plastic injection molding and create premium content things like ebooks case studies white papers webinars you know premium videos things that take the topic a step further and take a little more effort on your part to produce but it's also still very helpful educational content for our website visitors so leveraging the example of the plastics manufacturer you could probably produce an e-book that is a guide to planning your injection molded part right and that would be beneficial and relate to your in plastic injection molding pillar page and your subtopics so this would make a great next step potentially for your website visitor to download and turn into a lead in your database and so it's important to take into consideration your pillar page and blog topics and make sure that you're planning premium offers around those topics so make sure that they're relevant and that they tie-in to the buyers journey stage that that content is suited for and that's really key it's great to create premium content that's going to help your website visitor take the next step in their buyers journey so for example if visitor is consuming a pillar page it's typically very awareness stage right you're answering all the top questions around core topic so it might not make sense to present them with a case study of how you successfully helped client a B or C I would test that obviously because you might see success with it but a more logical approach is to offer them premium content that's more awareness stage or maybe is leading them into their consideration stage you know comparing plastic injection molding to maybe powder metal or some other options but the idea here is you want to lead them through their buyers journey turning them into a lead at any stage that you can and if they convert multiple times you know even better you have a better sense of what they're after and you know you can nurture them along until they hopefully become a customer for a refresher on the buyers journey check back to video four in this series where we walk through a manufacturing company that's trying to produce content for their buyer persona an engineer at each stage of his or her buyer journey so I'll link that in the description below hopefully you're starting to understand how we use educational helpful content in the attract stage and the convert stage to both get them to your website and turn them into leads and if you kind of conceptually understand how your best buyer hops on Google does a search ends up on your website consuming some content and then downloading something like a premium offer an e-book a webinar to turn into a lead you're doing great but you might be wondering how does this all technically happen so what are the tools and things that you need to make this work a short answer is the HubSpot marketing tool set and I could probably just leave it at that but obviously there's a bunch of tools within that suite that you need to use to make this work if you aren't quite ready for HubSpot you can also use just your wordpress website with a series of plugins something like inbound now gravity forms MailChimp that those types of tools can be pieced together to achieve the same inbound marketing the tool set maybe not as integrated is easy and certainly not as easy to report on as HubSpot marketing but it can be done so there's a few pieces of the puzzle that we need to turn your website visitors into leads shortlist here lead flows calls to action or CTAs landing pages forms Thank You pages and follow-up emails let's start with lis flows so have you ever been to a website you're reading the content and all of a sudden it kind of gets greyed out and the little box pops up over top with an offer of some sort for you or maybe you're reading a website page and out of the bottom corner slides in a little box with an offer of some sort those are lead flows and in some cases you might find them super annoying in others they can be very effective and that usually comes down to context so if we're on a website page and we're reading about a certain topic and an offer comes up that's not at all relevant it's annoying now if you're reading that same page and some sort of pop up opens up or slides in that's offering you to continue your educational process or hey maybe that's even more of a refined answer to the question that I'm searching around you know that's very valuable those are called lead flows now you can use the HubSpot marketing free tool to generate lead flows place them on certain pages you can set up triggers for when they activate so maybe as the user Scrolls down the page so far they get a popover or a slide in or maybe on exit intent if they are moving their mouse in a way that makes you know the system think that they're getting ready to X out we can offer them something to keep them around a little bit longer but the HubSpot marketing free toolset is a great way to kind of all-in-one show a CTA that pop up for an offer premium content maybe to download the pillar page as a PDF or email it to yourself along with a form built in submission to deliver the actual premium offer now this can be done with other tools outside of the HubSpot suite but I haven't found one yet that's as easy and as intuitive and the marketing free platform allows it from HubSpot so why wouldn't you and the other pieces I mentioned earlier all work in tandem to turn a website visitor into a lead and so to get the attention of somebody who's landed on your blog post and is reading through we use what's called a call to action or CTA which is essentially a graphic or a button that links to a page and it alerts the user the graphic or button alerts the user that they have an option there to down load a premium offer of some sort so we're directing the user to take the next step that we want them to take like technically at the very base level it's literally just a button or an image that links to a landing page where the visitor can enter their contact information read about this offer and see if it's something that they want and ultimately download the premium offer when we talk about landing pages and forms let's start with the landing page a landing page is as simple as a page on your website now it's a little different in that it doesn't have a top navigation bar it usually will have a logo that will be linkable back to your home page but the focus of this page is to keep the website visitor they're learning about the premium offer that you're trying to get them to download and then also providing them a form that they can enter in their contact details click Submit and get this premium offer so we're using the pillar page example from earlier we had a CTA button throughout the pillar page that said hey click here to email this to yourself as a PDF so they click that they land on the landing page they read all of the you know value add it to your Kindle email it to your friends download and print out this PDF version of the pillar content and all you have to do is give us your email address and we'll send it to you so that's the purpose of a landing page is promoting that premium offer or getting them to take the next step so it includes a form so they can provide their details and click submit and a little bit about the form so depending on what stage of the buyers journey your premium offer is targeted at you probably want to ask for a different amounts of information so for this pillar page which is typically very awareness stage you're probably going to ask for something minimal like their company email address and first and last name maybe optionally ask for their company name and most people will leave that off something that's more decision stage like case study or testimonial video that they want access to or an RFQ you obviously need to ask for more information at that point to set yourself up for success in your sales process but I will tell you the more information you ask for on that form the fewer people will fill it out so even if they're optional if they're presented with a form that has twelve questions on it versus a form that has two questions or three questions on it your conversion rate is going to go way down on that landing page okay so just keep in mind that if it's an awareness stage offer while it might be valuable to get as much information as you can you might want to get as much information as you can you have to think in terms of the mindset at that stage of your personas buyers journey are they willing to share a phone number with you when they just are trying to learn probably not save that for later or use something the HubSpot marketing provides progressive profiling so if they download something in your wareness stage ask them for their name and their email address they come back they download something that's more consideration stage ask them for their company name and their phone number instead of the other two so you're building a profile of this lead in your CRM using the HubSpot marketing platform so what happens when this website visitor clicks the submit button on your form to request their PDF or their premium offer well step one is your button submission should send that leads contact information into your CRM marketing HubSpot marketing has a CRM built in with it's the foundation of all of the HubSpot tools and their CRM is also free so that's a great tool to use once their data has been put into your CRM a notification needs to be sent to the appropriate people on your team right the last thing we want to do is generate a lead and have nobody know about it so an email notification of some sort should be sent out to either your sales team or marketing to further qualify this lead and see if sales should talk to them next an automatic email should be sent to this website visitor now this lead with a link to the offer that they downloaded and a thank you message may be following up if it's a personal text-based email that you're sending to them following up a little bit and saying thanks for downloading this XYZ offer if you have any questions here's my contact information I'd be happy to help you out and then finally we need to redirect this lead from the submission form to Thank You page and on the Thank You page we're also going to provide you know a thank you message and a link to the resource that they downloaded or that they requested we also have an opportunity here to kind of upsell them another content offer so if you've got more than one premium offer in your marketing toolset show them a CTA to one that maybe makes sense as a next step in their buyers journey maybe it's a consideration stage offer a decision stage offer whatever you have again ready and available in your content marketing tool set put it there and see if we can take them through their buyers journey a little bit faster I just recently did a video on how inbound marketing turns website visitors into leads and I'll link that in the description below so you can watch that and kind of see an example of a manufacturing company and how a buyer could visit Google search for something find them click the CTA go through the landing page and get follow up emails after the fact so I'll link that in the description below now as I've alluded to several times in this video the HubSpot marketing suite is probably the most intuitive and easy way to set up this methodology the inbound marketing methodology for yourself you can certainly rely on WordPress with plugins and things it's just not going to be a step by step and it's certainly not going to be as easy to measure results where the HubSpot toolset will show you things like your click-through rate on all of your CTA s and how that relates to your conversion rate on your landing pages and you know all of the general website metrics it's a little tougher when you're piecemealing other Suites together because the data is just not all integrated so I'd highly recommend taking a look at the HubSpot marketing suite if at all possible okay much like the attract stage of the online marketing plan we're gonna lay out a few months of two dudes you know what are your deliverables month 1 2 & 3 with this convert stage of your online marketing plan well step one in month one once you're done with your pillar page you have to turn it into a PDF use Microsoft Word or Google Docs to copy and paste your content into there pretty up pretty it up a little bit it does not have to be a work of art make sure your brand is obviously identifiable in the content turn it into a PDF next you need to set up a landing page using whatever tools that you have at your disposal with a form that's going to promote the value of this pillar content and how easy it will be for them to email this to themselves as a PDF what they can do with it read it on their Kindle share it with Kyle printed out you know all of the key selling points you'll also need to set up a thank-you page so that you can deliver the PDF to them and hopefully upsell them with another piece of content you also want to have an integration set up with your CRM so again if you're using the HubSpot free one with lead flows or some other thing it'll automatically integrate and be much easier you'll also want to have notifications set up for your internal team so they know when leads are coming through can further qualify them or pick up the phone and just see if they can add any value or help once those pieces are done you need to create a call to action CTA to place on the pillar page and any relevant website pages where it might be valuable for your visitor to grab a copy of this pillar content or whatever premium offer you know you're promoting and then finally you should set up a lead flow so a way for your website visitors to land them again relevant content and enter their email address in exchange for this premium offer whatever it happens to be if it's the pillar page that you're focusing on use that if it's another ebook or guide use that so in month 2 all of the blog posts that we're creating in the attract stage need to have a CTA placed on them to download our premium offer the pillar PDF or another guide whatever you're offering you should also promote this in social a couple times a direct link to the actual landing page we're gonna do the same exact thing in month 3 and be sure that in months 2 and months 3 you're taking a look at your lead flow and you're testing what works best so after I would say after a month or two take a look at does exit intent for the lead flow work better than a slide in or a popover after a certain scroll distance on the page or a certain amount of time you know start to try and do a little bit of testing the data is going to be limited but you can probably yield some insights so hopefully this really clarified for you how you take the attract stage and bring them into your website and then by adding value and educational content you can turn them into leads without having to shove the request a quote or contact us form in their face which again 90% of your website visitors are not going to be ready to complete so if you like this video click the thumbs up I recommend subscribing below the next video we're going to talk talk about how we take these leads and we nurture them along through their buyers journey until they're ready to become customers so you don't want to miss that subscribe below give us a thumbs up if you like it you have any questions leave us a comment below thanks [Music]