Lead Generation for Small Business
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Lead Generation for Small Business

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Slides from the HubSpot June webinar on lead generation for small business

Slides from the HubSpot June webinar on lead generation for small business

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  • us today. Can you tell them how we know that inbound marketing works?

Lead Generation for Small Business Lead Generation for Small Business Presentation Transcript

  • Lead Generation for Small Business
    Dan Tyre & Heidi Carlson
    dtyre@hubspot.com
    hcarlson@hubspot.com
    Spring 2009, version 2.3
  • Lead Generation Agenda
    • Introduction to HubSpot
    • Traditional Marketing vs. Inbound Marketing
    • What kind of web site do you have?
    • Using Your website for lead generation
    • Publishing content
    • Q&A
    • Special Offer
  • What’s HubSpot?
    Inbound marketing software for small biz
    1,500+ customers in 2 years
    90+ employees, lots of MIT grads
    Experts in lead generation via inbound marketing
    Based in Cambridge MA
  • www.HubSpot.com/ROI
  • Outbound Marketing
    800-555-1234
    Annoying
    Salesperson
  • Inbound Marketing
  • Inbound Marketing ROI
    Inbound marketing focused companies have a 61% lower cost per lead
    Active HubSpot customers get an average of 6 times more leads in 6 months
    www.HubSpot.com/ROI
  • Why do you have
    a business website?
  • BUY NOW
    Flickr: thegolzer
    Billboard in the Desert?
  • Business websites
    are for
    lead generation.
  • Which is better?
    • Website traffic has doubled
    • Lead flow has doubled
    -- Noel Huelsenbeck, CEO, Vocio
  • What do you want?
    Ugly & Crowded
    Beautiful & Empty
  • Small Biz Websites Should
    Attract website visitors (blog & SEO)
    Convert visitors to leads (landing pages)
    Produce measurable ROI (leads & sales)
  • Small Biz Websites Should
    Attract website visitors (blog & SEO)
    Convert visitors to leads (landing pages)
    Produce measurable ROI (leads & sales)
  • Search Engines
    3,000 times per second
    • Publish more content
    • Optimize your content
  • Content Drives Visitors
    Search engines like fresh content
    People like fresh content
    More content means more tickets in SEO lottery
  • What to Publish?
    Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
  • SEO
    On-Page
    Off-Page
  • 25% of SEO = On-Page
    • Page Title
    • Clean URL
    • Headers & Content
    • Description
  • 75% of SEO = Off-Page
    • Recommendations from friends
    “I know HubSpot”
    “HubSpot is a marketing expert”
    You trust the person saying this
    • Links are online recommendations
    A link: www.HubSpot.com
    Anchor text: Internet Marketing
    Link is from a trusted website
  • Blogging is SEO, and More
    • Blogging helps with SEO
    • Blogging helps with Social News Sites
    • Blogging helps with Social Networking Sites
    • Blogging is Permission Centric
  • Small Biz Websites Should
    Attract website visitors (blog & SEO)
    Convert visitors to leads (landing pages)
    Produce measurable ROI (leads & sales)
  • All Websites Should Have Landing Pages
    Target Market
    Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).
    A cost becomes a benefit.
    Website Visitors
    Leads
    Opportunities
    Customers
  • All Websites Should Have Landing Pages
    Limited navigation
    Clear and simple
    Form above the fold
  • Landing Page Uses
    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
  • Small Biz Websites Should
    Attract website visitors (blog & SEO)
    Convert visitors to leads (landing pages)
    Produce measurable ROI (leads & sales)
  • Does your website generate leads while you sleep?
  • Metrics: Traffic, Leads and Customers
  • Traffic, Leads and Customers
    Visitors from Blog
  • Is Your Website Performing?
    Attract website visitors (blog & SEO)
    Convert visitors to leads (landing pages)
    Produce measurable ROI (leads & sales)
  • HubSpot Group Demo Offer
  • Thank You!
    Free Trial of HubSpot:
    www.HubSpot.com/Free-Trial
    Dan Tyre & Heidi Carlson