Lead Generation for Small Business

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  1. Lead Generation for Small Business Sm ll B siness Mike Volpe VP Marketing HubSpot Twitter: @mvolpe
  2. What’s HubSpot? • Inbo nd marketing soft are for small bi Inbound software biz • Over 1,000 customers in 2 years • 75+ employees, lots of MIT grads
  3. www.HubSpot.com/ROI
  4. Outbound Marketing 800-555-1234 Annoying Salesperson
  5. Inbound Marketing Blog g SEO Social Media
  6. Inbound Marketing ROI • Inbo nd marketing foc sed companies ha e a Inbound focused have 61% lower cost per lead • Active HubSpot customers get an average of 6 times more leads in 6 months • www.HubSpot.com/ROI
  7. Why do you have ab i business website? b it ?
  8. Billboard in the Desert? BUY NOW Flickr: Flickr: thegolzer
  9. Business websites are for lead generation.
  10. Which is better? • Website traffic has doubled • Lead flow has doubled ?? Noel Huelsenbeck, CEO, Vocio
  11. What do you want? Ugly & Crowded gy Beautiful & Empty py
  12. Small Biz Websites Should 1. 1 Attract website visitors (blog & SEO) ebsite isitors 2. Convert visitors to leads (landing pages) 3. Produce measurable ROI (leads & sales)
  13. Small Biz Websites Should 1. 1 Attract website visitors (blog & SEO) ebsite isitors 2. Convert visitors to leads (landing pages) 3. Produce measurable ROI (leads & sales)
  14. Search Engines 3,000 times per second • Publish more content • Optimize your content
  15. Content Drives Visitors • Search engines like fresh content • People like fresh content • More content means more tickets in SEO lottery
  16. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  17. SEO On-Page OP Off-Page Off P
  18. 25% of SEO = On-Page • Page Title • Clean URL • Headers & Content • Description
  19. 75% of SEO = Off-Page • Recommendations from friends 1. 1 “I know HubSpot” 2. “HubSpot is a marketing expert” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  20. Blogging is SEO, and More • Blogging helps with SEO gg g p • Blogging helps with Social News Si N Sites • Bl Blogging helps with S i l i hl ith Social Networking Sites • Blogging is Permission Centric
  21. Small Biz Websites Should 1. 1 Attract website visitors (blog & SEO) ebsite isitors 2. Convert visitors to leads (landing pages) 3. Produce measurable ROI (leads & sales)
  22. All Websites Should Have Landing Pages Target M k t T t Market Conversion is where we take Website Visitors what we have spent time and money t get (visitors) d to t ( i it ) and change it into something valuable to Leads marketing (leads). a et g ( eads) A cost becomes a benefit. Opportunities Customers
  23. All Websites Should Have Landing Pages • Limited na igation navigation • Clear and simple • Form above the fold
  24. Landing Page Uses • Call to action on website homepage ebsite • Links in all email newsletters / emails • Use for all pay-per-click ads • Next step after tradeshows or events
  25. Small Biz Websites Should 1. 1 Attract website visitors (blog & SEO) ebsite isitors 2. Convert visitors to leads (landing pages) 3. Produce measurable ROI (leads & sales)
  26. Does your website g generate leads while you sleep?
  27. Metrics: Traffic, Leads and Customers
  28. Traffic, Leads and Customers Visitors from Blog Visitors Leads Customers SEO 5,289 754 12 Blog g 834 72 3 Facebook 511 28 1
  29. Is Your Website Performing? 1. 1 Attract website visitors (blog & SEO) ebsite isitors 2. Convert visitors to leads (landing pages) 3. Produce measurable ROI (leads & sales)
  30. www.HubSpot.com/ROI
  31. Thank You! Free Trial of HubSpot: www.HubSpot.com/Free-Trial Mike Volpe VP Marketing HubSpot