As a Customer Success Manager, one of the most common challenges our customers face is generating more leads. If you’re experiencing this, you’re not alone! The toughest part is often figuring out where to begin. Follow these steps to help focus your efforts and start generating more leads.
1. Review the Traffic Analytics report.
If you are a Marketing Hub or Content Hub Professional/Enterprise customer, you have access to the Traffic Analytics report, located directly here. This tool, similar to a funnel report, shows how many of your website visitors are converting into leads and how many leads become customers.
Pro Tip: To get data from this report, you must first install your tracking code on your website.
Example Traffic Analytics Report
2. Identify Which Funnel Stage Needs Attention
You will eventually need to do both, but determine whether you need to first improve the number within the “sessions” column, or whether you need to improve the “sessions to contact rate” column.
While each business is different, aiming for at least 3,000 monthly sessions and a 1% session-to-contact conversion rate is a good starting goal, especially if you’re a newer customer.
Look at your traffic analytics report—where are you falling short?
Pro Tip: Be sure to make SMART goals so you can track progress and adjust your strategies for success.
Example columns to analyze
3. Start Optimizing
Now that you’ve identified the focus area, let’s dive into optimization.
3A: If you have decided to prioritize improving the sessions column, start here.
In this example, sessions is another name for website visitors. In order to generate more website visitors, you need more content, and to optimize your new and existing content for SEO.
When it comes to generating content, it no longer has to be time-intensive. For Content Hub Professional+ customers, consider leveraging our AI functionality, especially Content Remix. Content Hub Remix will allow you to generate tons of content from one single source. Think of turning a blog post into a social media post, a paid ad campaign, an AI-generated image, or even a podcast!
Example Content Remix
Once you have your content ready, it is important that it is optimized for SEO. This part makes it easier for potential leads to find your content, based on their search terms or behavior. Check out HubSpot’s SEO optimization tools that give you greater insight into how well your content is optimized, including suggestions. You can make the changes directly in HubSpot and be on your way!
New to SEO? Start by reviewing the basics.
3B. If you have decided to prioritize the sessions to contact rate, start here.
Take a look at your existing content, if you are not sure where to start, I always recommend starting with the pages that have the most traffic. You can do this from within the “Pages” section of the traffic analytics tool. You can get started directly here.
Sort the “views” column from the highest to lowest, and start from the top.
Once you know which pages you want to work with, take an honest look at them. What call-to-action should they be completing? Is it easy to find? Is it visible before they have to scroll further down? Does it pop out visually?
And lastly, is this the call-to-action that makes sense for them for where they are in the buyer’s journey? I know this is hard to hear, but you need a call-to-action that is different from “contact us” or “get a demo”. Those are end-stage funnel offers, offers for folks who already know they have a problem, and that your company can potentially help them fix that problem.
But when it comes to generating more leads, most of your traffic visits won’t be aware of this yet. Consider offering them an e-book, a recorded webinar, or some other item that doesn’t sound as salesy. If you are not sure what content to create, refer back to bullet 3A!
Pro Tip: Tailor your CTAs to different stages of the buyer’s journey. Not everyone is ready for a demo—sometimes slow and steady wins the race (or leads)!
Example Page Views
4. Repeat Step 3
Whichever step you tackled first, make sure to circle back and complete the other. Optimizing both content and conversion is essential for success.
5. Promote Your Content
Now that you have incredible content that is optimized for SEO, and optimized for conversions, next step is to make your leads aware that it exists. Taking a look at the traffic analytics, use those different sources as a check list. Make sure you are promoting your content via social channels, paid channels, email newsletters, and more.
Pro Tip: Even if you’re a B2B company, remember you’re still selling to people. Make sure your promotional strategy includes channels that your target audience uses daily—like social media.
Example Promotional Sources
That’s it! You’re now ready to start generating more leads. Be sure to review your Traffic Analytics report monthly to track progress and make ongoing improvements.
- → Want to build our Lead Generation Strategy live with an Academy Professor? Sign up for a free session here.
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