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Lead Generation for
Small Business
Sm ll B siness

              Mike Volpe
                VP Marketing
                 ...
What’s HubSpot?

• Inbo nd marketing soft are for small bi
  Inbound           software           biz

• Over 1,000 custom...
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...
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 le...
Small Biz Websites Should

1.
1 Attract website visitors (blog & SEO)
           ebsite isitors

2. Convert visitors to le...
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
  t...
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 Yo...
Blogging is SEO, and More

• Blogging helps with SEO
     gg g     p

• Blogging helps with Social
  News Si
  N     Sites...
Small Biz Websites Should

1.
1 Attract website visitors (blog & SEO)
           ebsite isitors

2. Convert visitors to le...
All Websites Should Have Landing Pages


                              Target M k t
                              T    t M...
All Websites Should Have Landing Pages


• Limited na igation
          navigation

• Clear and simple

• Form above the f...
Landing Page Uses

• Call to action on website homepage
                     ebsite

• Links in all email newsletters / em...
Small Biz Websites Should

1.
1 Attract website visitors (blog & SEO)
           ebsite isitors

2. Convert visitors to le...
Does your website
  g
  generate leads
 while you sleep?
Metrics: Traffic, Leads and Customers
Traffic, Leads and Customers
                      Visitors from Blog




           Visitors         Leads          Custo...
Is Your Website Performing?

1.
1 Attract website visitors (blog & SEO)
           ebsite isitors

2. Convert visitors to ...
www.HubSpot.com/ROI
Thank You!

   Free Trial of HubSpot:
www.HubSpot.com/Free-Trial


              Mike Volpe
              VP Marketing
   ...
Lead Generation for Small Business
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Lead Generation for Small Business

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Learn how small businesses can level the playing field and generate leads efficiently by leveraging inbound Internet marketing strategies and tools. This free webinar will cover all the basics of search engine optimization, business blogging, social media marketing, and more to get found by more prospects and generate leads online for your business.

Topics Include:

* How to leverage inbound marketing to generate leads efficiently for your business
* How to use SEO, blogs, and social media to drive more website traffic and leads
* How to capture more leads with customized calls to action and landing pages
* What to measure in your lead generation efforts

Publicado en: Empresariales, Tecnología

Lead Generation for Small Business

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

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