In our last blog post introducing the First Page growth engines, we talked about our visibility growth engine and how that's crucial to accelerating your overall B2B SaaS growth plan. We also discussed the importance of having several growth engines firing at maximum capacity to achieve long-term, sustainable growth. The next stage, after visibility? Conversion. Enter the First Page conversion growth engine. We probably don't need to tell you why conversions are critical to brand growth.
But what we can tell you is how to use a conversion growth engine to move buyers through your funnel and seal the deal. You already understand how to create content that's unique, how to optimize landing pages, how to create new pillar pages based on a diversified product range, and how to think through a unified SEO strategy that brings all of the above together. But all of that doesn't guarantee conversions. So, what does?
Welcome to Our Conversion Growth Engine
You've likely done a ton of testing and worked through plenty of conversion strategies, but building a conversion growth engine may not have been on your radar. Most B2B brands are still focused on "campaign-based wins" and short-term growth goals. While there's nothing wrong with that, this approach simply doesn't work when you have multiple campaign goals and aggressive KPIs to meet.
So, what's a conversion growth engine? It's a tried-and-tested formula to get any B2B SaaS or tech brand repeat conversions and long-lasting growth. Through the length and breadth of growth marketing tactics, such as conversion CTAs, demand generation, SEO conversion optimization, and more, it's a sure way to navigate successfully from the "grow" to "convert" phase of marketing.
We will continue the conversation about this in detail, but we're sure you're eager to see what it looks like in action. Here's a quick snapshot above to give you an overview of the workings of the conversion growth engine.
SEO A/B tests to improve search engine signals/rank and convert better for various landing pages/website pages
Continued analysis of intent keyword performance and opportunities to fill any lingering gaps
Continued optimization of landing pages purely from the perspective of conversions
Create a list of CTAs mapped to funnels, content, and products/serviced within HubSpot through each touch-point of the buyer's journey
Place in-article and bottom CTAs on content for higher conversions (trust us, these convert!)
Form analysis and optimization for conversion, along with adding forms for subscriber and lead capture
Optimize content across website pages and blogs
3. LEAD GENERATION
Create content offer downloads — guides, checklists, how-tos, mini-guides, etc.
Create conversion-focused landing pages and launch form to capture leads within HubSpot
Distribution of lead gen assets for higher conversions and visibility on various platforms
4. EMAIL NURTURING
Marketing automation and email nurturing for content offer download within HubSpot
Mapping the correct workflows with individual offers to enhance user experience
Reduce unsubscribes/spams, increase email open rate, click-through rate, and response rate
5. PAID SOCIAL
FB/IG paid social content ads to amplify content, traffic, and convert leads
Bifurcating various content needs as per the funnel and segmenting the correct funnel stage content to promote along with retargeting
This is just in a nutshell — when you begin, there's actually a lot more than we can add. While all of these are a crucial part of our conversion growth engine, we specifically want to talk about demand generation content. You've probably heard this marketing buzzword numerous times and may have already implemented demand generation content as part of your strategy, but let's talk about what it actually is and why you should care.
Demand Generation Content as Part of Conversion Growth Engine
When we first transitioned from being an exclusive inbound marketing agency to a holistic growth marketing agency (inbound still being an integral part of it), we did a lot of testing with our own brand to ensure what we wanted to deliver had substantial backing and proven results. Demand generation was a big part of that.
A quick recap on demand generation: inbound marketing is a crucial part of demand generation and influences it directly as it offers educational, explorational, and conversion-focused content through all stages of the funnel. This might sound similar to inbound marketing and that's the thing — while inbound marketing is more marketing-centric, demand generation is more sales-focused. So, what is demand generation content?
We know that simply creating content isn't enough. According to the 2019 Meaningful Brands report by Havas, 90 percent of consumers expect brands to deliver content, but 58 percent of consumers think the content that comes from brands is irrelevant or isn’t meaningful. That doesn't sound good, does it? That's what demand generation tries to solve — it allows you to better target the audience that'll benefit from your products and services. Better yet, it helps you reach audiences who aren't even aware that they need your products. This type of content is more relevant to today's consumers and is built on hyper-personalization.
As part of the conversion growth engine, demand generation has huge potential to break down various issues within your existing marketing strategy and make it simpler to personalize content that consumers prefer.
A 15-Second Guide to Our Conversion Growth Engine: Is It Right for Your Business?
If you're a SaaS, tech, FinTech, or any other B2B business, then the short answer is yes — it is right for you. Whether you're an early-stage startup or an established brand, you still want to continue to evolve, grow, and pull in the right kind of customers to your brand. By using tactics that make our conversion growth engine only better — adding lead flows to your blogs, running SEO tests, helping leads to become immediately qualified, building workflows that can be used in sales enablement as well, and leveraging retargeting ads, etc. — you can absolutely build a long-lasting impact on your brand's growth.