Lead capture is used to increase the number of contacts and customers in a company. It encompasses different marketing actions and strategies with the aim of making the brand known among the target audience. To achieve this, the interests, tastes and interactions of users must be known and their needs must be solved with products or services. Capturing leads is the task of the marketing department. Their campaigns aim to attract the target by getting them to become customers. This action is measured with the conversion rate. Its measurement consists of demonstrating the relationship between users who visit a website and those who perform an action.
In Inbound Marketing, capturing leads is essential as it is an action focused on improving the user experience and the customer-company relationship. The HubSpot platform has a free CRM that contains tools for capturing leads. From its database, users are grouped depending on their characteristics and relationship with the brand. Among its features is the ability to create forms to obtain information from leads and target segmented groups. In addition, the software can be integrated into external applications to facilitate the synchronisation of contacts and actions in both accounts.
In Inbound Marketing it is key to work on lead acquisition and nurturing, promotions, content and conversations. Conversions bring together all methodologies as the buyer persona moves through the marketing funnel. When the user takes a desired action, a conversion occurs. An increase in the conversion rate will ensure that the content and actions taken are improved. It will also provide a true representation of the business in the form of tangible data.
HubSpot's technology offers alternatives to the invasive tactics previously used in marketing. By using specialised tools, it is possible to offer quality and relevant content to the prospect to motivate their progress along the path. Advertising takes on a different meaning and, complemented with social networks, it becomes a good option to attract the target audience. HubSpot's free software offers tools to carry out a lead capture strategy:
Experimenting with all the tools and complementing each other will guarantee an increase in buyer persona interactions and conversions.
Advertising acts as a traditional marketing tool to promote a product or service. Using a correct marketing strategy can stimulate users by transmitting a positive brand message. From HubSpot's CRM, you can create ads to capture leads and monitor their results. With a few simple steps, advertising can be part of your campaign and be present in all your company's communication channels.
The first step is to connect your account to the HubSpot software. From the main menu, click on Marketing and select Ads.
The social networks that the platform works with will appear on the screen for you to synchronise your account: LinkedIn, Google Ads and Facebook. Simply click on the application of your choice to open a pop-up window where you will log in.
The second step is to synchronise the leads from both accounts. All you have to do is log in to the external ad network with the associated email address. To save this process, click on the Allow button.
Before the synchronisation is complete, a pop-up window called Select Google Ad Accounts will open and at the bottom right you will need to check the Auto-tracking box so that HubSpot associates clicks with the contacts that progress through the marketing funnel.
A pixel is an invisible image used to track the behaviour of prospects with your ad campaign. It is used to test how well your ad campaign is working. To make them part of your strategy, click Select a pixel. A drop-down menu will open and you will select the appropriate pixel.
To complete the Ads tool settings, you'll need to choose how you want HubSpot to calculate ROI. It offers two options:
Connected accounts can be managed from the dashboard by clicking on the settings icon > Ads.
Forms are essential for collecting data about users and contacts. From the platform, you can create forms for use in external applications or HubSpot pages. From the main menu, drill down to Marketing and select Lead Acquisition > Forms.
To create a pop-up form from the home dashboard, you'll need to expand the Marketing tab and select Lead capture > Forms. In the top right corner, click Create form. HubSpot offers four types of pop-up forms:
When you select the form type, the form editor will open and you can change the name of the form from the pencil icon.