Inbound Marketing Experiment

Content Strategy• Who is your audience?• What are their challenges &

aspirations?• How do they consume information?• What is important to them?

How do you get online audiences to choose your site, blog & ultimately product? By giving them remarkable content, taking chances, putting their needs before yours, bringing value to their lives and giving them a reason to convert.

What Offers Resonate at Each Stage1) SUSPECT – Free Content to Attract Me to Browse

2) PROSPECT – Light Content for ‘email’ or short form

3) LEAD – Meaty Content/Offer for lots of detail about me

SUSPECT: Browsing, Attract Me

PROSPECT: Learning More

LEAD: Interested

Define persona & problems here:

Inbound Marketing Experiment

Prospecting Offer or Call to Action• Would you give up your email for this?• Build a short landing page & form.

Take those great ideas & define your offers or ‘Calls to Action’, then create Landing Pages that would entice your audience to convert. Separate instructions for the Trial & Starting a landing page attached.

What did your team learn & debate about?

Lead Gen Offer or Call to Action• How can you describe the offer so they’ll be

compelled to convert?• Is there an image you can use?• What information do you ABSOLUTELY need to get?• Build an optimized landing page with longer form.

Questions: Kirsten @kirstenpetra

STEP 1Go To URL: www.hubspot.com/free-trial/?utm_campaign=B2BEU&utm_source=Event Enter your details into the form to request the trial

STEP 2Next, you’ll be asked to Login – this is your chance to create a password and start the trial

Creating Your Landing Pages

Build landing pages for prospect & lead offers using HubSpot Free Trial.

STEP 3Navigate to the ‘Convert’ section and click on ‘Landing Pages’

Click ‘Create New Landing Page’

STEP 4Select ‘Create new Landing Page’NOTE: You will create two landing pages, one for your ‘Prospect Offer’ & one for your ‘Lead Offer’

STEP 5Use the 6-Step Wizard to1) Select a Layout2) Create a Page Title3) Add An Image4) Add An Image Caption5) Add Text6) Add a Form – Use Default form

& then edit form in next step

Creating Your Landing Pages

STEP 6Select ‘Edit Form’

Drag & drop to add fields you need for each offer HINT: Prospect = First Name, Last Name & email, Lead = More Detail, Including Phone

STEP 7Repeat the process for your 2nd offer. Then preview to see your work.

Congratulations, you are done!If you like, have someone complete your form to see what a lead looks like. Then, get ready to share the experience with the rest of the group … and show off your great new calls to action.