How to Turn Your Website into a Lead Generation Machine

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. • 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.

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.

http://www.hubspot.com	74
http://www.slideshare.net	15

How to Turn Your Website into a Lead Generation Machine

by HubSpot All-in-one Marketing Software on Oct 23, 2008

Accessibility

Categories

Tags

Upload Details

Usage Rights

2 Embeds 89

Statistics

How to Turn Your Website into a Lead Generation Machine — Presentation Transcript