SMB business managers and entrepreneurs embrace the DIY (Do It Yourself) ethos out of necessity. We lack the funds and patience to outsource most elements of our business so we figure out a way to do what needs to be done to succeed. Marketing automation software provider HubSpot helps SMBs execute inbound marketing programs with their all-in-one internet marketing software. HubSpot provides software tools and training to SMB companies that allow them to execute context-based marketing programs affordably that generate leads and customers. For SMB, theres never been a better time to use inbound marketing to promote your brand and generate web traffic, leads and customers for your business.
Those who embrace the DIY ethos will apppreciate the latest update to HubSpots cloud-based software suite - the new Landing Pages Tool. Molly Wolfberg (@mollywolfberg) from HubSpot's Usability & Customer Research team shared the thought behind the design of the new tool, "HubSpot's landing pages tool makes it easy for marketers to build, implement and measure a campaign all in one place. With mobile-friendly templates, the tool gives HubSpot customers the ability to create beautiful, intuitive pages without being fluent in code."
Landing pages are website pages that convert web visitors to leads by providing access to premium content downloads in exchange for contact information. HubSpot's new tool let's SMB companies use their DIY skills to produce high-quality landing pages that convert, without needing a HTML/CSS expert to produce them.
Inbound Lead Generation Process
Image courtesy of HubSpot
Here is a summary of the features of HubSpot's new landing pages tool.
Landing Page Templates
The new tool comes pre-formatted with 12 landing page templates optimized for lead conversion. HubSpot's Templates Marketplace offers a variety of custom HTML options available for sale. Landing pages come pre-formatted with your logos and colors, but allow for a wide range of customization with images, hyperlinks and an unlimited color palette. The user experience is intuitive and most users will be able to begin creating landing pages immediately. The template editor provides tools that ensure your landing pages will be optimized for search engines.
SMART Forms
One of the keys to high lead conversion ratios on landing pages is a well-designed form that makes it easy for web visitors to download your content. HubSpot's SMART Forms use a progressive profiling logic that eliminates duplicate information requests.
Depending on which study your choose, most experts estimate that between 75% and 98% of your site visitors aren't ready to buy when they first come to your site. Accordingly, most SMBs request minimal information for top-of-the funnel eBook downloads. They will typically ask for First Name, Last Name, E-Mail Address and Company Name. HubSpot's software assigns an IP address to that record.
When that lead comes back to your site as they move through the stages of their buying process, they might be interested in signing up for a sales-ready offer like a free consultation. SMB companies will usually ask for more information at this point - they may also ask for information about the lead's job title, company size and industry. In this case, the progressive profiling logic realizes that it already has the name, e-mail and company name for the lead from the initial eBook download. When the form is presented to the lead, HubSpot suppresses the name, email and company fields and only asks that lead for their job title, company size and industry. This increases lead conversion - the less information you request, the higher your lead conversion rates.
The SMART Forms tool also allows you to use forms on multiple landing pages so that you don't have to re-create forms every time you design a new landing page.
Summary
Simply put, HubSpot's new Landing Pages Tool let's SMB companies compete effectively with larger companies in your inbound marketing efforts. You can create high-quality landing pages that generate leads and customers without expensive designers and web developers. For those looking for an all-in-one inbound marketing platform that generates results, I highly recommend HubSpot.
