- What's up? It's Jamal from HubSpot.
And in this video, we're gonna give you
an inside look at how HubSpot uses our blog
to generate tens of thousands of leads each and every month.
Check out the description below for techniques you can use
to get more leads for your business right now.
And if you like this video, give it a like,
and subscribe to the HubSpot YouTube channel.
Let's get it.
According to HubSpot's inbound marketing method,
"A lead is a potential customer
"who has identified themselves
"by giving you their contact information."
And once a user becomes a lead,
the odds of them becoming a paying customer
jumps from the low single digits
to anywhere from 15 to 30% depending on your business.
And businesses with a blog generate an average
of 67% more leads than those without one.
Which means that the percentage of customers increase
times the leads generated, divided by the number of blogs
over pi is equal to the sale of, it's a lot, trust me.
So, how do we optimize the HubSpot blog
to generate qualified leads that can turn into sales?
The key to generating leads is to offer the reader
something that will further help them solve the problem
that brought them to your blog in the first place.
Something with more depth and detail than they can get from
the blog post alone.
This does not mean hitting them with the recipe blog idea
where it's like "It was a cold December night.
"My father had just come back from fishing.
"Now, 600 words later, let me tell you about
"how I made this casserole."
It's like get to the point.
To do this, you need to start planning all the way up
at the top of the funnel,
matching the lead gen content you offer
with the user search intent.
To learn more, We asked what of HubSpot's blog experts, AJ,
to explain how it all works, take it away, AJ.
- The way that the HubSpot blog generates leads
is by tying a very niche or specific piece of content
pertaining to the topic of that blog post to the reader.
So the way that the whole process works
is our SEO team thinks about what topics
someone might wanna search about that pertained to HubSpot.
For example, sales strategies, social media,
marketing strategy.
Our job on the other hand is to think about
what's a piece of content that we can say
is the natural next step from what they're reading
to taking an action and filling out a form
to become a contact lead?
- Nice, lead generating content
can mean a lot of things for different businesses.
Maybe it's an Ebook or a free trial or a training course.
It can also be a checklist or some valuable research data
or an online tool.
Templates are often useful for blog readers
looking to take the next step.
- HubSpot readers tend to gravitate really well
towards templates.
So let's just say we're writing a blog post
about how to create an infographic.
We've created infographic templates
that somebody who is reading a blog post
can use these templates to build their infographics.
So they can use and customize for their business needs.
- Yo, AJ is my guy, come on man.
Now I know what you're thinking,
"I'm already investing a lot of resources
"into writing blog content.
"Am I really supposed to create custom,
"lead-generating content for each one as well?"
Like, who would do that?
The answer to your question is no, but also yes.
If your business is new to the blogging game,
then you need to create lead gen content
for each new topic you cover.
The good news is that you can holistically plan your blogs
and lead gen content at the same time.
You know what I'm saying?
The bigger challenge can come
when you already have a healthy blog
and need to incorporate lead gen content
in all of those existing posts.
This was actually the problem HubSpot faced
when we decided to get serious about lead gen on our blog.
The solution was not to take a look at individual posts
but rather at topic clusters
that could share lead gen content.
A cluster is a series of blog posts
all built around a central pillar topic.
This is how HubSpot organizes thousands of blog posts
for efficiency and SE optimization.
There's a whole video about this process
that I'll link to in the description.
We had hundreds of pillars
that needed customer lead generating content,
but as AJ will tell you,
the results were well worth the effort.
- We're looking for those high traffic,
low conversion blog posts and topic clusters
that still have a lot of opportunity.
We started looking at our sales voicemail topic cluster,
and that was a topic cluster on our sales blog
that had a ton of views, but really, really low conversion.
We weren't generating that many leads from it.
So we decided to think about
what's gonna be the piece of content
that's going to make somebody searching
for tips and advice around sales voicemails
and convert those readers into leads?
And we landed on sales voicemail templates.
By taking this process and promoting this call to action
and this content offer on all of the blog posts
we actually increased our conversion rate
for that topic cluster by more than 1000%.
And that conversion rate increase was unfathomable
and has really informed and inspired
the content strategy that we've been using at HubSpot
for the past couple of years.
- Hold up a thousand percent increase?
Can you imagine a thousand percent more of anything?
Gummy bears?
Start with one normal size bag of gummy bears,
increase that by a thousand percent
you have an epidemic on your hands, global diabetes.
Now, hopefully you're starting to see
why the effort to build lead gen content is worth it.
If you're ready to get started,
here are a few more pro tips from AJ.
One, some high traffic posts have low conversion potential.
If a blog topic is too broad
it can still have value for traffic and SEO,
but it's probably not worth focusing on for lead gen.
Two, test out the number of CTAs that you put in a post
leading to your lead generating content.
HubSpot's blog typically uses
three to five CTAs in each post,
but, we're currently running tests
to see if that's overwhelming for readers.
Be sure to have one CTA towards the top of your blog post,
because these are the most clicked.
We'll keep you posted on our further research
as it becomes available.
And three, use HubSpot's free landing page templates
to get some of the highest conversion rates around.
We've got a link for you down in the description.
Generating leads is a major function of the HubSpot blog,
and it should be a major part
of your inbound marketing strategy as well.
To learn more inside looks at HubSpot
and all things inbound marketing,
you already know what to do,
Subscribe to the HubSpot YouTube channel.
I'll see you next time.
(lightning crashing)
Every month, a month month.
Old HubSpot had a lead, E-I-E-I CTA.
You know what I'm saying?