Inbound Marketing:
Get Found Online & Turn Your Website into a Lead
Generation Machine

Peter Caputa IV, HubSpot
New Engla...
3 Reasons to Do Internet Marketing
• Leads
• Sales Ready Leads
• Highly Qualified Sales Ready
  Leads Who Are Ready to Buy...
Why Should You Do Online Marketing?
• Make More Sales
• Make More $
• Save Time
• Work Less
• Go on Vacation More
• Send K...
Outbound vs. Inbound Marketing
OUTBOUND          INBOUND
• Telemarketing   • SEO/SEM
• Trade Shows     • Blogging
• Direct...
3 Goals for Today
• Realize How Much You’re Missing the Boat
• Inspire You To Take Some Action
• Provide a Roadmap & the V...
What Does Your Website Do For You Now?
• You have to point people there
• A few people found you and called you
• You get ...
What You Need to Do Internet Marketing
• $10,000/mo
• 2 new internal resources ($100k+ each)
• Manager: Back to school 6 m...
What You Need to Do Internet Marketing
• $10,000/mo Some $ ($250/$500 month)
• 2 new internal resources Time (2-4 hours/we...
Attracting Visitors to Your Website
•   Keyword Research
•   On Page SEO
•   Off Page SEO/Link Building
•   Blogging
•   P...
Attracting Visitors: Case for SEO
Attracting Visitors: Keyword Research




   Search Volume (goal = high)
   Relevance (goal = high)
   Difficulty (goal = ...
Attracting Visitors: How to Optimize a Page
Attracting Visitors: Inbound Links

Recommendations from friends.
• quot;I know Pete Caputa.“
• quot;Pete Caputa is an int...
Attracting Visitors: Publish Content




                              Flickr:
                              Flickr: Annie...
Attracting Visitors: Publish Content




                              Flickr:
                              Flickr: Annie...
Attracting Visitors: Why You Shouldn t Blog?
•   Lack of Time
•   Not enough interesting topics
•   Fear of Criticism
•   ...
Attracting Visitors: Why You Should Blog

1. Search Engine
   Optimization (SEO)
   Machine
2. Host a Conversation
3. Prom...
Attracting Visitors: Blog as SEO Machine

1. Keywords in Right Places
2. Target Multiple Keywords
   w/ One Article
3. Lin...
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...
Attracting Visitors: Social Media Marketing

• Set Up Your Profiles
• Include Previous Jobs, Awards, Education
    Sites:
...
Attracting Visitors: Build Your Network
• Classmates, Coworkers, Family, etc
• Weekly Activities – People you meet, client...
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...
Attracting Visitors: Work the Online Room
Linkedin/Facebook
• Pay Attention to Other’s Activities: Read
  your contacts’ j...
Attracting Visitors: Endorse Other People

• They Will Reciprocate
• Your Endorsement
  Leaves a Link to Your
  Profile on...
Attracting Visitors: Ask & Answer Questions

 • Answer Questions
   that Demonstrate Your
   Expertise
 • Your answer leav...
Attracting Visitors: Listen for Opportunities
Attracting Visitors: Promote Your Content




                                   Flickr:
                                 ...
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.   Landi...
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
    Mo...
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 ca...
Thank You!
                       Free Tools:
              http://Website.Grader.com
           http://PressRelease.Grade...
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How to Turn Your Website into a Lead Generation Machine

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How to leverage inbound marketing (SEO, PPC, blogging, social media) to turn your website into a lead generation machine.

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How to Turn Your Website into a Lead Generation Machine

  1. 1. Inbound Marketing: Get Found Online & Turn Your Website into a Lead Generation Machine Peter Caputa IV, HubSpot New England Business Expo October 23, 2008
  2. 2. 3 Reasons to Do Internet Marketing • Leads • Sales Ready Leads • Highly Qualified Sales Ready Leads Who Are Ready to Buy SOOOO BIG!!!!!!!!!!!!!!!!!!
  3. 3. 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.)
  4. 4. 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
  5. 5. 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
  6. 6. 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?
  7. 7. 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
  8. 8. 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)
  9. 9. Attracting Visitors to Your Website • Keyword Research • On Page SEO • Off Page SEO/Link Building • Blogging • Pay Per Click Advertising • Social Media Marketing
  10. 10. Attracting Visitors: Case for SEO
  11. 11. Attracting Visitors: Keyword Research Search Volume (goal = high) Relevance (goal = high) Difficulty (goal = low)
  12. 12. Attracting Visitors: How to Optimize a Page
  13. 13. Attracting Visitors: Inbound Links Recommendations from friends. • quot;I know Pete Caputa.“ • quot;Pete Caputa is an internet marketing expert“ • Godin: quot;Caputa is an internet marketing expert.quot; Links are like Online Recommendations. 1. A link: www.hubspot.com 2. Anchor text: Internet Marketing 3. Link is from a high authority site.
  14. 14. Attracting Visitors: Publish Content Flickr: Flickr: Annie Mole
  15. 15. Attracting Visitors: Publish Content Flickr: Flickr: Annie Mole
  16. 16. 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…
  17. 17. 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….
  18. 18. Attracting Visitors: Blog as SEO Machine 1. Keywords in Right Places 2. Target Multiple Keywords w/ One Article 3. Link Magnet
  19. 19. BLOG as Your Conversation • A Blog is your 24/7 Networking Event Where you are the: • Host • Expert • Connector
  20. 20. Attracting Visitors: BLOG as Networking Central 1. Promote Your Thought Leadership 2. Guide Prospects to You 3. Establish Credibility
  21. 21. 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
  22. 22. Attracting Visitors: Build Your Network • Classmates, Coworkers, Family, etc • Weekly Activities – People you meet, clients, partners, etc. • Instantly See Who They Know…
  23. 23. Attracting Visitors: Connect to New People
  24. 24. 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”.
  25. 25. 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.
  26. 26. Attracting Visitors: Endorse Other People • They Will Reciprocate • Your Endorsement Leaves a Link to Your Profile on Their Page
  27. 27. 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
  28. 28. Attracting Visitors: Listen for Opportunities
  29. 29. Attracting Visitors: Promote Your Content Flickr: Flickr: ClintJCL
  30. 30. Attracting Visitors: Promote Content Where?
  31. 31. Attracting Visitors: Discussion, Not Broadcast
  32. 32. Attracting Visitors: Promote Testimonials http://twitter.com/Scobleizer/statuses/774666561
  33. 33. But, How Do I Get the Support of My Organization?
  34. 34. Converting Visitors into Leads 1. Educate/Engage Prospects 2. Prominent Calls to Action 3. Great Offers ! 4. Landing Pages
  35. 35. Measure, Measure, Measure • What Keywords Are You Ranking for in SEs?
  36. 36. Measure, Measure, Measure • Where Are Visitors & Leads Coming From? • What Keywords, Other Websites Generate the Most Leads?
  37. 37. Measure, Measure, Measure • What Forms Convert Visitors to Leads the Best?
  38. 38. Measure, Measure, Measure • What Marketing Activities Generate the Most Leads?
  39. 39. Measure, Measure, Measure • What Does Your Marketing and Sales Funnel Look Like?
  40. 40. Eating our Own Cooking • HubSpot has been Marketing itself Only 2 Years • Up til 3 months ago, only 2 people in Marketing.
  41. 41. 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
  42. 42. 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.
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