Inbound Marketing:
Get Found Online & Turn Your Website into a Lead
Generation Machine
Peter Caputa IV, HubSpot
New England Business Expo
October 23, 2008

3 Reasons to Do Internet Marketing
• Leads
• Sales Ready Leads
• Highly Qualified Sales Ready
Leads Who Are Ready to Buy
SOOOO BIG!!!!!!!!!!!!!!!!!!

Why Should You Do Online Marketing?
• Make More Sales
• Make More $
• Save Time
• Work Less
• Go on Vacation More
• Send Kids to College The opportunity is…
SOOOO BIG!!!!!!!!!!!!!!!!!!
• Retire Early
_______________________
More Profitable Revenue
(Ultimately, it's about more profitable revenue.)

Outbound vs. Inbound Marketing
OUTBOUND INBOUND
• Telemarketing • SEO/SEM
• Trade Shows • Blogging
• Direct Mail • Social Media
• Email Blasts • RSS
• Print Ads • Free tools/Trials
• TV/Radio Ads • PR

3 Goals for Today
• Realize How Much You’re Missing the Boat
• Inspire You To Take Some Action
• Provide a Roadmap & the Vehicle to Get Started

What Does Your Website Do For You Now?
• You have to point people there
• A few people found you and called you
• You get a few leads every month.
Your website = billboard in a desert?

What You Need to Do Internet Marketing
• $10,000/mo
• 2 new internal resources ($100k+ each)
• Manager: Back to school 6 mo 12 hours/week.
JUST KIDDING

What You Need to Do Internet Marketing
• $10,000/mo Some $ ($250/$500 month)
• 2 new internal resources Time (2-4 hours/week)
• Back to school 6 month program 12 hours/week.
Willingness to Learn New Skills (self paced training)

Attracting Visitors to Your Website
• Keyword Research
• On Page SEO
• Off Page SEO/Link Building
• Blogging
• Pay Per Click Advertising
• Social Media Marketing

Attracting Visitors: Case for SEO

Attracting Visitors: Keyword Research
Search Volume (goal = high)
Relevance (goal = high)
Difficulty (goal = low)

Attracting Visitors: How to Optimize a Page

Attracting Visitors: Inbound Links
Recommendations from friends.
• \"I know Pete Caputa.“
• \"Pete Caputa is an internet marketing expert“
• Godin: \"Caputa is an internet marketing expert.\"
Links are like Online Recommendations.
1. A link: www.hubspot.com
2. Anchor text: Internet Marketing
3. Link is from a high authority site.

Attracting Visitors: Publish Content
Flickr:
Flickr: Annie Mole

Attracting Visitors: Publish Content
Flickr:
Flickr: Annie Mole

Attracting Visitors: Why You Shouldn t Blog?
• Lack of Time
• Not enough interesting topics
• Fear of Criticism
• Competitors & Spammers
• Not Normal for My Business (Finance)
• Who Will Read It?
• I’m not Convinced It’ll Help My Business…

Attracting Visitors: Why You Should Blog
1. Search Engine
Optimization (SEO)
Machine
2. Host a Conversation
3. Promote Yourself &
Network Online
4. Nurture Relationships &
Capture Leads….

Attracting Visitors: Blog as SEO Machine
1. Keywords in Right Places
2. Target Multiple Keywords
w/ One Article
3. Link Magnet

BLOG as Your Conversation
• A Blog is your 24/7
Networking Event
Where you are the:
• Host
• Expert
• Connector

Attracting Visitors:
BLOG as Networking Central
1. Promote Your
Thought
Leadership
2. Guide Prospects
to You
3. Establish
Credibility

Attracting Visitors: Social Media Marketing
• Set Up Your Profiles
• Include Previous Jobs, Awards, Education
Sites:
-Linkedin
-Plaxo
-Facebook?
- Twitter
-BlitzTime
-Inquisix
-FastPitch
-Meetup
-Digg
-StumbleUpon
-Google Reader

Attracting Visitors: Build Your Network
• Classmates, Coworkers, Family, etc
• Weekly Activities – People you meet, clients,
partners, etc.
• Instantly See Who They Know…

Attracting Visitors: Connect to New People

Attracting Visitors: Have the Right Attitude
• Givers Gain – The more you help people, The
More they’ll want to help you.
• Establish Yourself as a resource.
• Establish Yourself as a connector.
• Be clear how you can help people so they
know when to ask for your help. Practice your
“positioning statement”.

Attracting Visitors: Work the Online Room
Linkedin/Facebook
• Pay Attention to Other’s Activities: Read
your contacts’ job postings, q&a-s, profile
updates, new contacts, etc.
• Reach out to see how you can help them.
• Proactively introduce people. Proactively
endorse other people.
• Ask connections who TRUST you if they’ll
introduce you to people. Again, focus on
how you can help their contacts. Help your
contacts first.

Attracting Visitors: Endorse Other People
• They Will Reciprocate
• Your Endorsement
Leaves a Link to Your
Profile on Their Page

Attracting Visitors: Ask & Answer Questions
• Answer Questions
that Demonstrate Your
Expertise
• Your answer leaves a
link back to your
profile. All of the
people in the
questioner’s network
see your answer.
• Recommend Your
Trusted Contacts as
Resources

Attracting Visitors: Listen for Opportunities

Attracting Visitors: Promote Your Content
Flickr:
Flickr: ClintJCL

Attracting Visitors: Promote Content Where?

Attracting Visitors: Discussion, Not Broadcast

Attracting Visitors: Promote Testimonials
http://twitter.com/Scobleizer/statuses/774666561

But, How Do I Get the Support of
My Organization?

Converting Visitors into Leads
1. Educate/Engage Prospects
2. Prominent Calls to Action
3. Great Offers !
4. Landing Pages

Measure, Measure, Measure
• What Keywords Are You Ranking for in SEs?

Measure, Measure, Measure
• Where Are Visitors & Leads Coming From?
• What Keywords, Other Websites Generate the
Most Leads?

Measure, Measure, Measure
• What Forms Convert Visitors to Leads the
Best?

Measure, Measure, Measure
• What Marketing Activities Generate the
Most Leads?

Measure, Measure, Measure
• What Does Your Marketing and Sales
Funnel Look Like?

Eating our Own Cooking
• HubSpot has been Marketing itself Only 2 Years
• Up til 3 months ago, only 2 people in Marketing.

Here to Help
• www.hubspot.com 800-482-0382
Me
• Preferred: LinkedIn, Twitter, Facebook, BlitzTime
• Let me know how I can help…
Peter Caputa IV
pc4media@gmail.com
www.hubspot.com
508 579 6987
• Follow Up BlitzTime Speed Networking Event.
October 29th. www.blitztime.com

Thank You!
Free Tools:
http://Website.Grader.com
http://PressRelease.Grader.com
http://Twitter.Grader.com
Come get your free website grade report at the HubSpot booth.