Lead Generation and Conversion in Inbound Marketing and Social Media

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    Lead Generation and Conversion in Inbound Marketing and Social Media - Presentation Transcript

    1. Lead Generation & Conversion TipsThe BIG Conference - October 2009 – Portland, ME
      Mike Volpe
      VP Marketing @HubSpot
      Twitter: @mvolpe
    2. What’s HubSpot?
      • Marketing software for SMBs
      • Over 1,800 customers in 3 years
      • 99employees, lots of MIT grads
    3. Marketing is Changing
      1950 - 2000
      2000 - 2050
    4. Outbound Marketing
    5. Outbound Marketing is Harder
      800-555-1234
      Annoying
      Salesperson
    6. The Good News…
    7. Inbound Marketing
    8. But… Visitors are Not Customers!
      Flickr: Refracted Moments
    9. The Great News…
      www.HubSpot.com/ROI
    10. How can inbound marketing generate leads and sales?
    11. Death to “Social Media Communists”!
    12. Inbound Lead Generation
      Publish
      Promote
      Optimize
      Convert
    13. Lead Generation w/ Inbound Marketing
      Create great offers
      Use tons of calls to action
      Optimize your landing pages
      Nurture your leads
    14. Offers
    15. Offers
    16. Great Offers
      Free products, free trials
      Very useful info – tips, how to, data
      Gifts or promotions
      Value must be greater than the cost…
    17. Calls to Action
    18. Calls to Action – Blog Posts
    19. Calls to Action – Twitter Grader
    20. Calls to Action – Website Grader
    21. Never let the user guess
      what to do next.
    22. Great Calls to Action
      Use LOTS of them, everywhere
      Test to find the best
      Colors, text, size, place
      Make the next step obvious
    23. Landing Pages
    24. Go Naked
    25. How Naked is Up to You…
    26. Graphics Matter
    27. Keep It Simple
    28. Keep It Short
      53% Conversion
      32% Conversion
    29. Don’t Put Form Below the Fold
    30. Don’t – Ask for Really Private Info
    31. Don’t – Use a Clear / Cancel Button
    32. Track Your Conversion Rate
    33. Testing
    34. Free Tool in Alpha/Beta
      http://action.grader.com
    35. Final Rule? Nothing is Set in Stone!
    36. Great Landing Pages
      Limit distractions (navigation / links)
      Keep it short and simple
      Track your conversion %
      Test to find the best
    37. Analysis and Measurement
      Flickr: akisra
    38. Traffic
    39. Leads
    40. Sales
    41. …By Channel or Source
      Visitors
      Leads
      Sales
      SEO
      Social
      Media
    42. Thank You!
      Next Step? Free Trial of HubSpot:
      www.HubSpot.com/free-trial
      Mike Volpe
      VP Marketing @HubSpot
      Twitter: @mvolpe
    43. Additional Resources
      FacebookMarketing eBook
      http://www.hubspot.com/facebook-for-business-marketing-hub/
      Twitter Marketing eBook
      http://www.hubspot.com/twitter-marketing-hub/
      Social Media Marketing Kit
      http://www.hubspot.com/twitter-marketing-hub/
      Blog: http://Blog.HubSpot.com

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