Build a strategy to engage and capture leads. Learn how to build a foundation for conversion and create forms, landing pages, CTAs, and implementation conversations in HubSpot.

Syllabus

Understanding Conversion Strategy

Conversions can act as health checks that let you know if your marketing, promotional, lead nurturing, or conversational marketing strategies are working as well as expected. You want to make sure each conversion is being recorded and that this information is being used to inform your efforts moving forward. Knowing when and where to look to conversions for insight as well as how to implement effective conversion paths and calculate conversion rates is key to the continued optimization of your inbound marketing strategy.

Creating Forms in HubSpot

The form is dead. Long live the form. Conversion optimizers can’t seem to make up their minds. Add that to the rise of the topic cluster methodology and movement around ungating content, and it can all feel a bit confusing. In this lesson, you’ll learn how to identify a good opportunity for a form, create one to fit your unique needs, and learn a thing or two about cookies.

Building Landing Pages in HubSpot

Think of your landing pages as digital sales reps who are gathering information about potential customers. The great thing about these digital sales reps is that they work 24 hours a day, 7 days a week. At the same time, by gathering information about your website visitors, you can build relationships with your leads so that your real sales reps can focus on the most qualified contacts. In this lesson, you’ll learn all about landing pages: when to use them, how to make them, and some tips and tricks for optimizing them for continued success.

Building Calls-to-Action in HubSpot

A call-to-action button, or CTA, is a clickable element on a website page, blog post, or email that promotes and redirects visitors to an offer. Think of a CTA as a tool that both helps create awareness and excitement around an offer. In this lesson, you’ll learn about creating CTAs that align with your brand as well as some tips and tricks to optimize them for your website audience.

Developing a Conversational Growth Strategy

Marketers have conversations to build relationships every day. In this lesson, you'll explore the fundamentals of conversations and how they can help you not just market but grow your business is key to reaching and delighting your online audience.