It’s great to get leads, but it’s even better to get paying customers! You may want to share this page with your Sales team if you have one. There are several strategies you can use to turn the leads you’re getting on your website into paying customers.

Send Lead Nurturing Emails

You can use Lead Nurturing to drive your leads further along the buying cycle. Lead Nurturing is the art and science of crafting a series of emails that get automatically sent to your leads after they first convert on your site. According to Marketing Sherpa, 70% of your leads will end up buying something from you or one of your competitors, but they won’t do it right away. Lead Nurturing lets you keep progressing those leads down your funnel and stay top-of-mind so that when they are ready to buy, there’s a good chance they’ll buy from you, and not one of your competitors.

Before you get started, you may want to review some Lead Nurturing campaign examples >

Step #1: Determine next steps for your leads. The next steps for your leads will depend on the form they fill out, so you should create a different lead nurturing campaign for each form on your site. Remember, your goal is to drive people further along your buying cycle gently, so your first couple emails might be more informational than salesy.

Step #2: Create your first Lead Nurturing email. Pick a form on your website, and start building out its Lead Nurturing campaign. You can ceate a Lead Nurturing campaign using HubSpot. Learn how >

Step #3: Make sure each email has CTA links. You cannot measure the click-through rate of an email without there being any links! Make sure that each email includes a link back to your site, whether it’s to a landing page or an informational blog post.

Step #4: Measure and analyze your results. Start measuring results as soon as they become available. You need to measure each email’s click-through rate (target at least 1.5%), number of conversions on each landing page, and the unsubscribe rate (target lower than 5%) for each email.

Step #5: Optimize your emails. Once you’ve started analyzing your results, start optimizing the lowest-performing emails. Here are some elements you may want to tweak:

• Wording of the subject line
• Wording of the email
• The offers or "next steps" you are promoting in the email
• Timing of the email (too late or early in the lead’s buying cycle)
• Is the information in the email or offer truly valuable to the lead?

Learn more how to create an Advanced Lead Nurturing Campaign using HubSpot >

Make Sales Calls with Lead Intelligence

Using HubSpot’s lead intelligence is a great way to increase sales. We track all activity from a lead, including each page on your site they visit. By setting up your site properly, you can help your sales team learn about the interests of each of your leads. This means taking pages that summarize a lot of content and building individual pages for each topic. For example:

• Build a page for each product/service you offer, not just a “products” or “services” page
• Build a page for each industry/vertical you target
• Build a page for each concept you provide a solution for (e.g. SEO vs. Facebook marketing)

This way HubSpot’s lead intelligence tools will reveal your leads’ interests by showing which pages on your site they visited. Then you’ll be able to make a more intelligent sales call.

Learn how to use HubSpot’s lead intelligence tools >

See Which Companies Visited Your Site

HubSpot’s Prospects tool will also let you see which companies have visited your site but haven’t yet become a lead. You can also drill down for each company to see which website pages on your site they visited.

Learn how to use HubSpot’s Prospects Tool >

Once you’ve learned how to use the tool, here are some strategies you can use to generate customers from your new intelligence:

 

• Find companies ready for a phone call. If you notice a lot of visitors from a company in your target market visiting your site, there might be enough interest there for you to call and start the sales process.
• Strategically place Calls to Action. If you notice that visitors from a specific company are reading a particular page on your site, place a CTA on this page that they might be interested to drive them to a relevant landing page.
• Identify prospects by region. You can filter by US state, and then have your sales team assigned to certain regions to try and reach out to these prospects.
• Watch for companies you’re talking to. If you see that a company for which you’ve delivered an RFP visit your site, you can see how engaged they are and what they’re interested in. This information allows you to be extremely informed as negotiations continue.