Lead Generation for Small Business
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Transcript of Lead Generation for Small Business
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Lead Generation forLead Generation for Sm ll B sinessSmall Business
Mike VolpeVP Marketing
HubSpotTwitter: @mvolpe
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What’s HubSpot?
Inbo nd marketing soft are for small bi• Inbound marketing software for small biz
• Over 1,000 customers in 2 years
• 75+ employees, lots of MIT grads
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www.HubSpot.com/ROI
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Outbound Marketing
800-555-1234AnnoyingSalesperson
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Inbound Marketing
Blog SEO Social Mediag
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Inbound Marketing ROI
Inbo nd marketing foc sed companies ha e a• Inbound marketing focused companies have a61% lower cost per lead
• Active HubSpot customers get an average of 6 times more leads in 6 months
• www.HubSpot.com/ROI
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Why do you haveb i b it ?a business website?
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Billboard in the Desert?
BUY NOW
FlickrFlickr: : thegolzerthegolzer
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Business websitesBusiness websitesare for
lead generation.
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Which is better?
• Website traffic has doubled• Lead flow has doubled
‐‐ Noel Huelsenbeck, CEO, Vocio
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What do you want?
Beautiful & Empty Ugly & Crowdedp y g y
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Small Biz Websites Should
1 Attract ebsite isitors (blog & SEO)1. Attract website visitors (blog & SEO)
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)
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Small Biz Websites Should
1 Attract ebsite isitors (blog & SEO)1. Attract website visitors (blog & SEO)
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)
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Search Engines
3,000 times per second
• Publish more content• Optimize your content• Optimize your content
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Content Drives Visitors
Search engines like fresh• Search engines like fresh content
• People like fresh content
• More content means more• More content means more tickets in SEO lottery
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What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
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SEO
O P Off POn-Page Off-Page
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25% of SEO = On-Page
• Page Title
• Clean URL
• Headers & Content
• Description
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75% of SEO = Off-Page
• Recommendations from friends1 “I know HubSpot”1. “I know HubSpot”2. “HubSpot is a marketing expert”3 You trust the person saying this3. You trust the person saying this
• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website
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Blogging is SEO, and More
• Blogging helps with SEOgg g p
• Blogging helps with Social N SiNews Sites
Bl i h l ith S i l• Blogging helps with Social Networking Sites
• Blogging is Permission Centric
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Small Biz Websites Should
1 Attract ebsite isitors (blog & SEO)1. Attract website visitors (blog & SEO)
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)
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All Websites Should Have Landing Pages
T t M k tTarget Market
Website VisitorsConversion is where we take what we have spent time
d t t ( i it )
Leads
and money to get (visitors) and change it into something valuable to marketing (leads).
Opportunities
a et g ( eads)
A cost becomes a benefit.
Customers
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All Websites Should Have Landing Pages
Limited na igation• Limited navigation
• Clear and simple
• Form above the fold
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Landing Page Uses
Call to action on ebsite homepage• Call to action on website homepage
• Links in all email newsletters / emails
• Use for all pay-per-click ads
• Next step after tradeshows or events
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Small Biz Websites Should
1 Attract ebsite isitors (blog & SEO)1. Attract website visitors (blog & SEO)
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)
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Does your websiteDoes your website generate leads g
while you sleep?
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Metrics: Traffic, Leads and Customers
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Traffic, Leads and CustomersVisitors from Blog
Visitors Leads Customers
SEO 5,289 754 12
Blog 834 72 3g
Facebook 511 28 1
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Is Your Website Performing?
1 Attract ebsite isitors (blog & SEO)1. Attract website visitors (blog & SEO)
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)
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www.HubSpot.com/ROI
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Thank You!
Free Trial of HubSpot:
www.HubSpot.com/Free-Trial
Mike VolpeVP MarketingVP MarketingHubSpot