Need to see results, fast? If you’re a HubSpot user, there are plenty of tools at your disposal to help you implement what we call ‘quick wins’: actions that take no more than a couple of hours to set up and can help you generate more leads, boost traffic and improve sales.
For a recent Liverpool HubSpot User Group (HUG), we welcomed Seán Reid, HubSpotter of the Year in 2019 and Senior Customer Success Manager. He brought us his Quick Wins strategy, with over 25 nuggets of insight to improve traffic, leads and sales – fast. We’ve pulled out a few of our favourites...
1. Get an email out ASAP
This one seems really obvious, but how often are you actually reaching out to your existing database? The easiest way to generate customers is to get in front of the people who’ve already shown some level of interest in your product. Build and send a simple email with a relevant CTA – perhaps you’ve got a new offer or a content piece that can capture their interest, getting them back to your site and thinking about your solutions again.
2. Activate Sales notifications for returning customers
Make sure your sales team know exactly when a lead or customer comes back to your site by setting up sales notifications. The team will then be able to know exactly when someone is looking at your website, with an overview of which pages they’re looking at – putting them in a great position to figure out where they are in the funnel and how to nurture them to a conversion. The step before this though is probably getting your sales and marketing team working together...
3. Install Chatflows on high-value pages
Use the Conversations tool to set up Chatflows on pages where you see a lot of traffic. Nowadays, people want information immediately – a chatbot allows you to deliver exactly what they’re looking for when they go looking for it. By setting up bots you can guide people to convert in a natural, straightforward way.
4. Build a basic lead scoring system
Lead scoring is essential for understanding where exactly leads are in the buyer’s journey. By assigning ‘points’ to a lead based on multiple attributes, like how much they’ve engaged with your website or specific data provided, your sales and marketing teams will be able to prioritise leads and reach out to the right people at the right time to increase conversion rates. HubSpot actually features predictive scoring powered by machine learning to identify your best leads based on all of the customer context it collects – sorting your contacts by importance based on their potential to become customers.
5. Create quick BOFU offers
While we’re all about the flywheel – your bottom-of-the-funnel content is still important in generating those all-important conversions from people in the sales cycle that are ready to buy but just need that extra push. Utilise everything you can think of that helps make the sale – more often than not, you’ll already have access to things like product brochures, pricing sheets, case studies and calculators that you can push out to your database. Use your buyer personas and lead scoring to understand what kind of content is going to make specific leads convert – then target them with tailored email sends to shout about the new offer or asset.
6. Retarget current customers
If you’ve got your product or service right, then your current customers can be the best people to retarget for ongoing conversions. This is where the flywheel really comes into play – treat your current customers well and they’ll keep coming back for more and become advocates of your brand, in turn promoting it to others (essentially free marketing!). Blast them with an exclusive email offer or ask them to leave a review – Service Hub is built for this kind of ongoing customer delight.
7. Slice & dice your database
Segmentation and analysis can be your best friend. If you know exactly who’s in your database and what they’ve been engaged with previously, then you can start to send personalised content that aligns with what your buyers are looking for.
You might start to see patterns in behaviour that can help you to deliver better conversions – if your newsletter isn’t generating any leads, you need to rethink what’s in it, or perhaps there’s a specific eBook that gets downloaded but there’s no follow-up process. By understanding what’s going on with your current database you’ll be in a better position to develop your ongoing strategy.
It goes without saying that quick wins are exactly what they say on the tin – they’re not replacements for an ongoing lead generation and conversion strategy – but they can give you an extra boost when you need it most. A consistent, comprehensive inbound marketing strategy is the right way to bring in leads long-term, alongside ongoing conversion rate optimisation to perfect the process.