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Lead Generation for Small Business<br />Dan Tyre & Heidi Carlson<br />dtyre@hubspot.com<br />hcarlson@hubspot.com<br />Spr...
Lead Generation Agenda<br /><ul><li>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</li></li></ul><li>What’s HubSpot?<br />Inbound marketing software for small biz<br />1,500+ customers in 2 y...
www.HubSpot.com/ROI<br />
Outbound Marketing<br />800-555-1234<br />Annoying<br />Salesperson<br />
Inbound Marketing<br />
Inbound Marketing ROI<br />Inbound marketing focused companies have a 61% lower cost per lead<br />Active HubSpot customer...
Why do you have<br />a business website?<br />
BUY NOW<br />Flickr:  thegolzer<br />Billboard in the Desert?<br />
Business websites<br /> are for<br />lead generation.<br />
Which is better?<br /><ul><li> Website traffic has doubled
 Lead flow has doubled</li></ul>-- Noel Huelsenbeck, CEO, Vocio<br />
What do you want?<br />Ugly & Crowded<br />Beautiful & Empty<br />
Small Biz Websites Should<br />Attract website visitors (blog & SEO)<br />Convert visitors to leads (landing pages)<br />P...
Small Biz Websites Should<br />Attract website visitors (blog & SEO)<br />Convert visitors to leads (landing pages)<br />P...
Search Engines<br />3,000 times per second<br /><ul><li> Publish more content
 Optimize your content</li></li></ul><li>Content Drives Visitors<br />Search engines like fresh content<br />People like f...
What to Publish?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
SEO<br />On-Page<br />Off-Page<br />
25% of SEO = On-Page<br /><ul><li> Page Title
 Clean URL
 Headers & Content
 Description</li></li></ul><li>75% of SEO = Off-Page<br /><ul><li>Recommendations from friends</li></ul>“I know HubSpot”<b...
Blogging is SEO, and More<br /><ul><li>Blogging helps with SEO
Blogging helps with Social News Sites
Blogging helps with Social Networking Sites
Blogging is Permission Centric</li></li></ul><li>Small Biz Websites Should<br />Attract website visitors (blog & SEO)<br /...
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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

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  • us today. Can you tell them how we know that inbound marketing works?
  • Transcript of "Lead Generation for Small Business"

    1. 1. Lead Generation for Small Business<br />Dan Tyre & Heidi Carlson<br />dtyre@hubspot.com<br />hcarlson@hubspot.com<br />Spring 2009, version 2.3<br />
    2. 2. Lead Generation Agenda<br /><ul><li>Introduction to HubSpot
    3. 3. Traditional Marketing vs. Inbound Marketing
    4. 4. What kind of web site do you have?
    5. 5. Using Your website for lead generation
    6. 6. Publishing content
    7. 7. Q&A
    8. 8. Special Offer</li></li></ul><li>What’s HubSpot?<br />Inbound marketing software for small biz<br />1,500+ customers in 2 years<br />90+ employees, lots of MIT grads<br />Experts in lead generation via inbound marketing<br />Based in Cambridge MA<br />
    9. 9. www.HubSpot.com/ROI<br />
    10. 10. Outbound Marketing<br />800-555-1234<br />Annoying<br />Salesperson<br />
    11. 11. Inbound Marketing<br />
    12. 12.
    13. 13. Inbound Marketing ROI<br />Inbound marketing focused companies have a 61% lower cost per lead<br />Active HubSpot customers get an average of 6 times more leads in 6 months<br />www.HubSpot.com/ROI<br />
    14. 14. Why do you have<br />a business website?<br />
    15. 15. BUY NOW<br />Flickr: thegolzer<br />Billboard in the Desert?<br />
    16. 16. Business websites<br /> are for<br />lead generation.<br />
    17. 17. Which is better?<br /><ul><li> Website traffic has doubled
    18. 18. Lead flow has doubled</li></ul>-- Noel Huelsenbeck, CEO, Vocio<br />
    19. 19. What do you want?<br />Ugly & Crowded<br />Beautiful & Empty<br />
    20. 20. Small Biz Websites Should<br />Attract website visitors (blog & SEO)<br />Convert visitors to leads (landing pages)<br />Produce measurable ROI (leads & sales)<br />
    21. 21. Small Biz Websites Should<br />Attract website visitors (blog & SEO)<br />Convert visitors to leads (landing pages)<br />Produce measurable ROI (leads & sales)<br />
    22. 22. Search Engines<br />3,000 times per second<br /><ul><li> Publish more content
    23. 23. Optimize your content</li></li></ul><li>Content Drives Visitors<br />Search engines like fresh content<br />People like fresh content<br />More content means more tickets in SEO lottery<br />
    24. 24. What to Publish?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    25. 25. SEO<br />On-Page<br />Off-Page<br />
    26. 26. 25% of SEO = On-Page<br /><ul><li> Page Title
    27. 27. Clean URL
    28. 28. Headers & Content
    29. 29. Description</li></li></ul><li>75% of SEO = Off-Page<br /><ul><li>Recommendations from friends</li></ul>“I know HubSpot”<br /> “HubSpot is a marketing expert”<br /> You trust the person saying this<br /><ul><li>Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from a trusted website<br />
    30. 30. Blogging is SEO, and More<br /><ul><li>Blogging helps with SEO
    31. 31. Blogging helps with Social News Sites
    32. 32. Blogging helps with Social Networking Sites
    33. 33. Blogging is Permission Centric</li></li></ul><li>Small Biz Websites Should<br />Attract website visitors (blog & SEO)<br />Convert visitors to leads (landing pages)<br />Produce measurable ROI (leads & sales)<br />
    34. 34. All Websites Should Have Landing Pages<br />Target Market<br />Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).<br />A cost becomes a benefit.<br />Website Visitors<br />Leads<br />Opportunities<br />Customers<br />
    35. 35. All Websites Should Have Landing Pages<br />Limited navigation<br />Clear and simple<br />Form above the fold<br />
    36. 36. Landing Page Uses<br />Call to action on website homepage<br />Links in all email newsletters / emails<br />Use for all pay-per-click ads<br />Next step after tradeshows or events<br />
    37. 37. Small Biz Websites Should<br />Attract website visitors (blog & SEO)<br />Convert visitors to leads (landing pages)<br />Produce measurable ROI (leads & sales)<br />
    38. 38. Does your website generate leads while you sleep?<br />
    39. 39. Metrics: Traffic, Leads and Customers<br />
    40. 40. Traffic, Leads and Customers<br />Visitors from Blog<br />
    41. 41. Is Your Website Performing?<br />Attract website visitors (blog & SEO)<br />Convert visitors to leads (landing pages)<br />Produce measurable ROI (leads & sales)<br />
    42. 42. HubSpot Group Demo Offer<br />
    43. 43. Thank You!<br />Free Trial of HubSpot:<br />www.HubSpot.com/Free-Trial<br />Dan Tyre & Heidi Carlson<br />
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