You did it! Your site traffic is growing. Your blogging, social media, and offline brand development are all working. You kick back, relax, and wait for the leads to flow in. But aside from the robo-SEO service from Kazakhstan, your lead forms aren’t doing much. What’s wrong? It’s possible your offers aren’t aligning with your content or your website visitors aren’t getting pointed to your highest value conversion points. How do you fix it? If you’re a HubSpot user, it’s HubSpot lead flows to the rescue.
What is a Hubspot Lead Flow
A HubSpot lead flow is a special kind of conversion unit that you set up in HubSpot. It is a pop-up form based on parameters you set and can either gather lead information on the spot – or direct a website visitor to a high-value page like a resource center or limited time offer.
Forms vs Lead Flow
So what’s the difference between a HubSpot form and a lead flow? The biggest difference is the way the two are served to a user.
A form is a static destination that you have to create a conversion funnel (call to action, landing page, etc.) to drive a website user to.
A lead flow brings the form and point of conversion to a visitor based on key behaviors and parameters you’ve identified.
For example, the user is reading content related to a new offer you have, or they are on a list of MQLs and you want to serve them a decision stage offer, or they came from a referral URL as part of an account-based marketing program and you want to personalize an offer to them.
How Can a Lead Flow Supplement a Visitors Experience
Not all pop-ups are appreciated by users and a lot of sites go overkill with exit-intent “Are you sure you don’t want to subscribe to our email list before you leave? PLEEEEEEASE!?”. But if used judiciously, lead flows can improve the overall visitor experience on your site. Here are a few best practices to consider.
- When choosing where they “pop in” consider other notifications, i.e. chat or cookie notices. Having them all overlap creates chaos.
- Use exclusion lists to make sure people aren’t seeing it that shouldn’t
- Be as specific as you can in your targeting and matching up the offer to the visitor
HubSpot Lead Flow Example
The obvious use of a lead flow is to offer a piece of content in exchange for lead intel right away. But the creativity comes in targeting and in the application. But there are creative ways to make the most of the feature as well. Here is a lead flow example that goes beyond immediate conversion.
When crisis strikes, lead flows are a great way to get your website visitors to your most critical content right away. This example from Communication Firm and Lake One client, Beehive Strategic Communication is a great example. They also utilized an exit-intent on the page to allow visitors to get an update as new resources become available.
How to Set Up a HubSpot Lead Flow
Lead flows are a snap to set up. Here is a step-by-step outline and video walkthrough to get you going:
- Under the “Marketing” navigation, head to Lead Capture > Forms
- Select Create Form
- Choose Pop up Form > Next
- Choose Type and Name your form
- Build your call out and define the action you want your CTA to take
- If capturing lead info in the Pop-Up, build the form
- Optional: send a follow-up email
- Define your targeting parameters
- Set options for mobile and how long to not show to those who dismiss
- Turn it live
Need help putting your lead flows in motion? Schedule a free consult.