Lead Generation for
Small Business
Sm ll B siness
Mike Volpe
VP Marketing
HubSpot
Twitter: @mvolpe

What’s HubSpot?
• Inbo nd marketing soft are for small bi
Inbound software biz
• Over 1,000 customers in 2 years
• 75+ employees, lots of MIT grads

www.HubSpot.com/ROI

Outbound Marketing
800-555-1234
Annoying
Salesperson

Inbound Marketing
Blog
g SEO Social Media

Inbound Marketing ROI
• Inbo nd marketing foc sed companies ha e a
Inbound focused have
61% lower cost per lead
• Active HubSpot customers get an average of
6 times more leads in 6 months
• www.HubSpot.com/ROI

Why do you have
ab i
business website?
b it ?

Billboard in the Desert?
BUY NOW
Flickr:
Flickr: thegolzer

Business websites
are for
lead generation.

Which is better?
• Website traffic has doubled
• Lead flow has doubled
‐‐ Noel Huelsenbeck, CEO, Vocio

What do you want?
Ugly & Crowded
gy
Beautiful & Empty
py

Small Biz Websites Should
1.
1 Attract website visitors (blog & SEO)
ebsite isitors
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)

Small Biz Websites Should
1.
1 Attract website visitors (blog & SEO)
ebsite isitors
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)

Search Engines
3,000 times per second
• Publish more content
• Optimize your content

Content Drives Visitors
• Search engines like fresh
content
• People like fresh content
• More content means more
tickets in SEO lottery

What to Publish?
• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

SEO
On-Page
OP Off-Page
Off P

25% of SEO = On-Page
• Page Title
• Clean URL
• Headers & Content
• Description

75% of SEO = Off-Page
• Recommendations from friends
1.
1 “I know HubSpot”
2. “HubSpot is a marketing expert”
3.
3 You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website

Blogging is SEO, and More
• Blogging helps with SEO
gg g p
• Blogging helps with Social
News Si
N Sites
• Bl
Blogging helps with S i l
i hl ith Social
Networking Sites
• Blogging is Permission
Centric

Small Biz Websites Should
1.
1 Attract website visitors (blog & SEO)
ebsite isitors
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)

All Websites Should Have Landing Pages
Target M k t
T t Market
Conversion is where we take
Website Visitors
what we have spent time
and money t get (visitors)
d to t ( i it )
and change it into
something valuable to Leads
marketing (leads).
a et g ( eads)
A cost becomes a benefit. Opportunities
Customers

All Websites Should Have Landing Pages
• Limited na igation
navigation
• Clear and simple
• Form above the fold

Landing Page Uses
• Call to action on website homepage
ebsite
• Links in all email newsletters / emails
• Use for all pay-per-click ads
• Next step after tradeshows or events

Small Biz Websites Should
1.
1 Attract website visitors (blog & SEO)
ebsite isitors
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)

Does your website
g
generate leads
while you sleep?

Metrics: Traffic, Leads and Customers

Traffic, Leads and Customers
Visitors from Blog
Visitors Leads Customers
SEO 5,289 754 12
Blog
g 834 72 3
Facebook 511 28 1

Is Your Website Performing?
1.
1 Attract website visitors (blog & SEO)
ebsite isitors
2. Convert visitors to leads (landing pages)
3. Produce measurable ROI (leads & sales)

www.HubSpot.com/ROI

Thank You!
Free Trial of HubSpot:
www.HubSpot.com/Free-Trial
Mike Volpe
VP Marketing
HubSpot