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Lead Generation for Small Business

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HubSpot
HubSpot

The document discusses lead generation strategies for small businesses. It recommends using inbound marketing techniques like blogging, search engine optimization (SEO), and social media to attract website visitors. It also stresses the importance of converting visitors into leads through optimized landing pages. Metrics like traffic, leads generated, and customers acquired should be tracked to measure return on investment (ROI) and ensure a business's website is performing effectively as a lead generation tool. The document promotes HubSpot software as a way for small businesses to implement these inbound marketing best practices.

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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

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Lead Generation for Small Business

  • 1. Lead Generation for Small Business Sm ll B siness Mike Volpe VP Marketing HubSpot Twitter: @mvolpe
  • 2. 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
  • 4. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 5. Inbound Marketing Blog g SEO Social Media
  • 6.
  • 7. 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
  • 8. Why do you have ab i business website? b it ?
  • 9. Billboard in the Desert? BUY NOW Flickr: Flickr: thegolzer
  • 10. Business websites are for lead generation.
  • 11. Which is better? • Website traffic has doubled • Lead flow has doubled ‐‐ Noel Huelsenbeck, CEO, Vocio
  • 12. What do you want? Ugly & Crowded gy Beautiful & Empty py
  • 13. 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)
  • 14. 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)
  • 15. Search Engines 3,000 times per second • Publish more content • Optimize your content
  • 16. Content Drives Visitors • Search engines like fresh content • People like fresh content • More content means more tickets in SEO lottery
  • 17. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 18. SEO On-Page OP Off-Page Off P
  • 19. 25% of SEO = On-Page • Page Title • Clean URL • Headers & Content • Description
  • 20. 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
  • 21. 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
  • 22. 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)
  • 23. 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
  • 24. All Websites Should Have Landing Pages • Limited na igation navigation • Clear and simple • Form above the fold
  • 25. 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
  • 26. 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)
  • 27. Does your website g generate leads while you sleep?
  • 28. Metrics: Traffic, Leads and Customers
  • 29. Traffic, Leads and Customers Visitors from Blog Visitors Leads Customers SEO 5,289 754 12 Blog g 834 72 3 Facebook 511 28 1
  • 30. 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)
  • 32. Thank You! Free Trial of HubSpot: www.HubSpot.com/Free-Trial Mike Volpe VP Marketing HubSpot