Lead Generation Campaigns | HIVE Digital Strategy

THE FOUNDATION OF LEAD GENERATION

The foundation of any effective inbound lead generation campaign is a solid website with frequent and effective conversion opportunities throughout. By focusing on delivering content that your website visitors care about, you are able to create more interest, keep visitors on your website longer, and encourage them to convert by filling out a form or reaching out to your team.

We strongly believe that your website should be your company's most effective and important salesman. It never takes time off, it is available 24/7/365, never gets sick, and is always delivering value. Is your website up to the challenge? If not, we invite you to check out our Growth Driven Design model for website development and improve your sales team today.

PERSONA DEVELOPMENT

While your website is the most important asset that you have, it can only be effective if you know who you are targeting with your website content. Do you really know who your target personas are, what they care about, why they care about it, and how they want to learn about it? Are you reaching them effectively through the right mediums, at the right time, and in the right context?

Determining who your target personas really are is vital to your success in attracting the right people to your website, converting them into qualified leads, and then nurturing them to become customers.

Target personas, as defined by HubSpot, are semi-fictional representations of your ideal customers based on market research and real data about your existing customers. They go far beyond the traditional, "women 35-50 years old" idea of target personas.

If you haven't fully identified these people, you can't be effective in communicating with them. Download our free Persona Development Worksheet to start building your personas.

CONTENT TO CONVERT

Once you've determined who your target personas are and what they care about, you need content to attract them to your website and convert them into leads. Every business is different and every buyer persona is different. That's why understanding what their pain points are, where they spend their time online, what they care about, and how they want to consume content is so vitally important.

Content can come in many forms - videos, social media posts, blog posts, website copy, downloadable content (eBooks, white papers, checklists, infographics, guides, case studies, etc.), email, and more. Once you know your target personas inside and out and have a website designed to cater to those people, you can start creating content specifically for them and create great conversion opportunities throughout your website.

FROM THE FUNNEL TO THE FLYWHEEL

Times are changing. We have all grown up with the idea of a funnel. You add prospects in the top and customers come out the bottom. Well, there has been a massive power shift in the way sales happen today. We, as sales people and businesses, no longer have the power. We are no longer in control. More and more prospects are doing their own research and finding the answers they need on their own. They don't need sales people like they did even 5-10 years ago. That's why the concept of the funnel has to change. Introducing the flywheel.

The flywheel puts the customer at the center of everything we do and the faster we get it to spin, the better our marketing, sales, and service engines are running. See, there should never be an end to a customer journey. With the funnel, once you closed the business, they were out of the funnel. They, in some cases, were forgotten. With the flywheel, they never leave. They're always being put first and always being touched. Regardless of your business, industry, or who you sell to, it's time to adopt the flywheel and put the customer at the center of everything you do.

IS INBOUND RIGHT FOR MY BUSINESS?

Inbound marketing is a method in which you help people that are already looking for your products or services, find you. This is done through a variety of tactics including social media marketing, blogging, website optimization, landing pages, SEO, and more. It is about providing value to your visitors, leads, and customers in order to attract, convert, close, and delight them.

Inbound, however, is not an immediate solution. It is structured to grow your website visitors, collect information from them, and provide value in order to move them through the buyer's journey. It can be integrated with quick movement options such as pay-per-click (PPC) if needed. In short, inbound marketing is a long-term solution to a fuller pipeline, a more qualified leads, and more closed business at a lower customer acquisition cost.

HUBSPOT

We are a proud Platinum HubSpot Solutions Partner Agency, one of only a handful in Colorado. HubSpot is the world’s leading inbound marketing software. We use their award winning platform for every aspect of your inbound marketing campaign including design, landing pages, social media, blogging, analytics, email marketing, and optimization. With HubSpot, we’re able to manage and optimize your entire campaign in one centralized location which gives us the ability to move more quickly to increase results.