About this process

  • Department: Marketing
  • Responsible: Lead
  • Accountable: Lead
  • Consult: Strategist
  • Inform: Marketing department
  • Date created: 30/05/2019
  • Date last updated: 30/05/2019

The conversion path is as follows: A visitor sees a call-to-action button or CTA letting them know there’s a relevant and interesting offer. They click on the CTA and are redirected to a landing page. Landing pages are built with forms to encourage visitors to focus on the offer and complete the form. After submitting the form, the visitor is redirected to a thank you page, where they can download the offer and then receive a simple follow up email with the offer. A list is sometimes used to collect all the contacts that have downloaded the offer. Understanding the conversion path, you will recognise the assets to be created.

Once you have gotten hold of the final copy of the content offer, upload the pdf in HubSpot> Marketing>Files and Templates > Files. After which, you may start with step 1. 

Step 1 one of the process

Building a Landing Page (LP)

  • Navigate (top menu) > Marketing > Website > Landing Pages
  • In the upper right, click ‘Create Landing Page’
  • In this page, select a template that has been previously built for LP with a form module 
  • Name the LP based on the client’s naming convention:
    • E.g. LP - Title of the offer 
  • Edit page content 
    • You can edit it directly by clicking on the pencil icon, head to the module icon, click on a specific module to make edits
    • Click on ‘Apply’ to see the changes reflected on the page and ‘Save and Go to Module list’ to save the changes
    • To undo or redo an action in the page editor, click the undo icon  undo or redo icon redo in the upper left.
    • In the left sidebar navigation, click the bar graph icon on the sidebar navigation to open to the SEO optimizer where you can attach a topic to the page, optimise based on the recommendations etc
    • Update the banner image with a relevant image and upload a cover image for the offer 
  • Edit your page settings: 
    • Internal page name: you have set this at the start
    • Page title: the title that displays in the tab at the top of your web browser when the page loads.
    • Page URL: the URL for your page. It appears in the URL bar within the browser when visitors navigate to this page. 
    • Meta description: the content that will appear in the search results below the page title.
    • Campaign: associate your page to a HubSpot campaign or create a new one.
    • Featured image: click to toggle this switch on for a specific image to be featured when your page is shared on social media. 
  • There are three options to preview your page:
    • Device type - make sure to check that your page is mobile optimised 
    • Preview as a specific contact
    • Shareable preview - this is useful for sharing it with clients as they can see how it would look like once published.
  • Before publishing, there are two more assets that needs to be created: Form and TYP so it is good to keep it as a draft for now

Step 2 of the process

Creating the form

  • Navigate > Marketing > Lead Capture > Forms
  • In the upper right, select ‘Create Form’ and you will choose form 
  • You will have an option to choose a template or create a blank one which is usually a good start 
  • Name the form that you are creating based on the client’s form naming convention
    • E.g. Guide/Ebook - Offer title 
  • Drag the required properties into the editor relevant to the offering or what has been previously agreed upon with the client, some common fields to include are: 
    • First name
    • Last name (if needed)
    • Email
    • Company 
    • Check box for communications based on the client’s GDPR policy
  • Once you have created the form, head back to the landing page that you have created and include the form by searching for it
  • Once your form is present, you can choose to style it by adding padding, increasing margins of the borders, changing the colour of the text, adding a border etc 

Step 3 of the process

Building a Thank You Page (TYP)

  • Navigate > Marketing > Website > Landing Pages
  • In the upper right, click ‘Create Landing Page’
  • In this page, select a template that has been previously built for TYP usually with a navigation bar
  • Name the LP based on the client’s naming convention:
    • E.g. TYP - Title of the offer 
  • Edit page content 
    • Add a cover image and include the link to the pdf 
    • Where possible, add an image of the offering
    • Add text and include content that will add value to the visitors e.g. relevant blog content, product pages, subscribing to the monthly newsletter etc 
  • Edit your page settings similar to your LP
  • Publish the page and link it to the LP

Step 4 of the process

Creating the Follow Up Email 

  • On your LP, click on the form module and scroll down to follow up email
  • Turn on follow up email and click on create new, which will bring you to the email editor page 
  • Edit the email content:
    • Subject title to acknowledge that they have downloaded the offer
    • Edit the sender, sender email, preview text and settings
    • Content: Thank them for their interest and include the link to the pdf, end the email by welcoming their questions. 
  • Publish the email and link it back to the LP created

Step 5 of the process

Creating the CTA 

  • Navigate > Marketing > Lead Capture > CTAs
  • In the upper right, click on ‘Create CTA’ 
  • Text based and image CTAs work really well. To create an image based CTA, you can choose to create the image on Canva and upload it. For a text based CTA, please select ‘Link(no style)’ and type the call to action. 
  • Name the CTA based on the client’s naming convention:
    • E.g. Guide- offer title 
  • Link the CTA to the LP published 
  • Select a campaign for the CTA
  • Publish the CTA

Step 6 of the process

Setting up the List 

  • Navigate > Contact > Lists
  • In the upper right, click on ‘Create List’
  • Filter your list based on contacts who have completed the form 
  • Name your list and save it

Topics: Marketing Services Processes