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.

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

3. www.HubSpot.com/ROI

4. Outbound Marketing
800-555-1234
Annoying
Salesperson

5. Inbound Marketing
Blog
g SEO Social Media

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)

31. www.HubSpot.com/ROI

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