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