Getting leads to become paying customers is a key challenge for any business. The more leads you have, the greater your chances of converting them into paying customers. One of the most popular methods of generating leads is through inbound marketing. You can use HubSpot to build your contact database and then use campaigns to move those contacts to different points of conversion. The goal is to move the most valuable leads towards becoming paying customers, while also measuring the results of your efforts through various reporting tools within the platform.
In this article, we will walk you through the steps to create a marketing campaign in HubSpot that will help you move leads to become paying customers.
Set Up Your Salesforce Account
Before you start building your lead generation campaign, you will need to have a Salesforce account set up. If you don’t have one, you can create one here.
Create a Lead From a Blank Record
To start creating leads, click on the ‘New’ tab at the top of your screen. You will see a list of all the current leads and opportunities in your Salesforce account.
From there, you can select the type of lead you wish to create. You can choose from the following:
- Media Inquiries
Once you’ve selected the type of lead you wish to create, you can then enter the details about the person you are recruiting. You will need to make sure you enter the right contact details for the person you are trying to reach. This includes their name, email, phone number, etc.
Set Up A Campaign Template
The next step is to set up a campaign template. A lead generation campaign template is simply a set of tasks that will be performed on a regular basis. When a new lead comes in, your campaign will look at their information and try to match them with an already existing campaign or lead record. This will help you to avoid unnecessary duplication of effort.
To set up a campaign, click on the ‘Campaigns’ tab at the top of your screen. This will bring up a dashboard that will allow you to set the frequency of the tasks you want to perform.
On the left hand side of the dashboard, you will see a list of all the campaigns you have created. To create a new campaign, click on the green plus sign next to the ‘New Campaign’ button. You will then be brought to the campaign creation page.
- Name of Campaign:
- Type of Campaign:
- Projected End Date:
The next part of the setup process will be to define the objective of the campaign. Choose one of the following options:
- To generate inquiries from Customers about our products or services
- To get Customers to sign up for our Newsletter
- To get Customers to download a whitepaper or guide
- To get Customers to visit our website or call our number
- To get Customers to enter their email address to receive important announcements
- To get Vendors to bid on our projects
Once you’ve set the objective of the campaign, you can move on to the next step.
Define Your Audience
The next step is to define your audience. You will want to choose the group of people you are trying to reach with your campaign. To do this, click on the ‘Audiences’ tab at the top of your screen. This will bring you to a page that will allow you to browse different demographic segments based on gender, age, and geographic location.
From there, you can choose which segments to target and create different audiences based on your marketing objectives. For example, if you are trying to generate web traffic, you can choose to target men aged between 18-24 living in the United States.
Choose Which Tasks To Include In Your Campaign
The next step is to choose which tasks you want to include in your campaign. You have a couple of options here. You can either include all the tasks or pick and choose the ones you think will have the greatest impact.
To include all the tasks, select the ‘+’ next to all the tasks and hit ‘Submit’. If you only want to include a subset of the tasks, you can uncheck the boxes next to the ones you don’t want to include. Hit ‘Submit’ again and you will be brought back to the task selection page.
You can also choose to personalize your task selection based on the type of lead you are creating. If you are creating a sales lead, you can choose to personalize the tasks based on the industry they are in or the product or service they are interested in. For example, if you are creating a lead for a travel website, you can choose to send them information about the top travel destinations or you can choose to send them information about cruiseships or luxury hotels.
Define Your Content
The next step is to define your content. You have a couple of options here. You can either import content from other channels or you can use your own. If you are using your own content, you will need to make sure that it is properly attributed to you and that you are using the appropriate keywords throughout the piece.
You can also decide which type of content you wish to include in your campaign. You have three options here:
- Blog articles
- Email Blogs
To include blog articles, click on the ‘Blog article’ tab at the top of your screen. This will take you to a page that will let you choose from a variety of blog posts. You can either import content from other channels or use your own.
To include whitepapers, click on the ‘Whitepaper’ tab at the top of your screen. This will bring you to a page that will allow you to choose from a variety of whitepapers.
If you are using MailChimp to collect emails, you can click on the ‘Email Blogs’ tab at the top of your screen to begin building your email list. This will give you the ability to send out regular email blasts containing useful information about your industry.
Set Up Automated Signals
The last step of the campaign setup process is to set up automated signals. An automated signal is a trigger you can set off that will cause certain activity to be carried out on your behalf. The most common example of an automated signal is a CRM autoresponder. When a new lead comes in, your CRM will look at the information and either send out a follow up email or schedule a call with the person you are trying to reach.
To set up an automated signal, click on the ‘Actions’ tab at the top of your screen. This will bring you to a page that will list all the actions you can automate. From here, you can choose the type of signal you want to create.
You can choose to have the signal send out an email on your behalf or have a phone call placed. To set up an email autoresponder, click on the ‘Email’ option and then follow the onscreen instructions. This will bring you to a page where you can choose the email service you wish to use.
If you are choosing to have a phone call placed, you will need to input the phone number you wish to use for the call. You can then choose whether you want the call to be placed using a landline or mobile phone. The best thing about having a call placed is that you can give the caller a specific amount of time to wait before the call is ended by the callee. This ensures that the call isn’t flagged as ‘junk’ and discarded by the recipient.