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How to Turn Your Website into a Lead Generation Machine
1. Inbound Marketing:
Get Found Online & Turn Your Website into a Lead
Generation Machine
Peter Caputa IV, HubSpot
New England Business Expo
October 23, 2008
2. 3 Reasons to Do Internet Marketing
⢠Leads
⢠Sales Ready Leads
⢠Highly Qualified Sales Ready
Leads Who Are Ready to Buy
SOOOO BIG!!!!!!!!!!!!!!!!!!
3. 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 isâŚ
SOOOO BIG!!!!!!!!!!!!!!!!!!
⢠Retire Early
_______________________
More Profitable Revenue
(Ultimately, it's about more profitable revenue.)
4. 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
5. 3 Goals for Today
⢠Realize How Much Youâre Missing the Boat
⢠Inspire You To Take Some Action
⢠Provide a Roadmap & the Vehicle to Get Started
6. 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?
7. 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
8. 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)
9. Attracting Visitors to Your Website
⢠Keyword Research
⢠On Page SEO
⢠Off Page SEO/Link Building
⢠Blogging
⢠Pay Per Click Advertising
⢠Social Media Marketing
13. Attracting Visitors: Inbound Links
Recommendations from friends.
⢠quot;I know Pete Caputa.â
⢠quot;Pete Caputa is an internet marketing expertâ
⢠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.
16. 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?
⢠Iâm not Convinced Itâll Help My BusinessâŚ
17. 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 LeadsâŚ.
18. Attracting Visitors: Blog as SEO Machine
1. Keywords in Right Places
2. Target Multiple Keywords
w/ One Article
3. Link Magnet
19. BLOG as Your Conversation
⢠A Blog is your 24/7
Networking Event
Where you are the:
⢠Host
⢠Expert
⢠Connector
20. Attracting Visitors:
BLOG as Networking Central
1. Promote Your
Thought
Leadership
2. Guide Prospects
to You
3. Establish
Credibility
21. 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
22. Attracting Visitors: Build Your Network
⢠Classmates, Coworkers, Family, etc
⢠Weekly Activities â People you meet, clients,
partners, etc.
⢠Instantly See Who They KnowâŚ
24. Attracting Visitors: Have the Right Attitude
⢠Givers Gain â The more you help people, The
More theyâll 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
âpositioning statementâ.
25. Attracting Visitors: Work the Online Room
Linkedin/Facebook
⢠Pay Attention to Otherâs Activities: Read
your contactsâ 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 theyâll
introduce you to people. Again, focus on
how you can help their contacts. Help your
contacts first.
26. Attracting Visitors: Endorse Other People
⢠They Will Reciprocate
⢠Your Endorsement
Leaves a Link to Your
Profile on Their Page
27. 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
questionerâs network
see your answer.
⢠Recommend Your
Trusted Contacts as
Resources
40. Eating our Own Cooking
⢠HubSpot has been Marketing itself Only 2 Years
⢠Up til 3 months ago, only 2 people in Marketing.
41. Here to Help
⢠www.hubspot.com 800-482-0382
Me
⢠Preferred: LinkedIn, Twitter, Facebook, BlitzTime
⢠Let me know how I can helpâŚ
Peter Caputa IV
pc4media@gmail.com
www.hubspot.com
508 579 6987
⢠Follow Up BlitzTime Speed Networking Event.
October 29th. www.blitztime.com
42. 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.