Lead Generation for Small Business

Dan Tyre & Heidi Carlsondtyre@hubspot.comhcarlson@hubspot.com

Spring 2009, version 2.3

Lead Generation Agenda

• Introduction to HubSpot• Traditional Marketing vs. Inbound Marketing• What kind of web site do you have?• Using Your website for lead generation• Publishing content• Q&A• Special Offer

What’s HubSpot?

• Inbound marketing software for small biz

• 1,500+ customers in 2 years

• 90+ employees, lots of MIT grads

• Experts in lead generation via inbound marketing

• Based in Cambridge MA

www.HubSpot.com/ROI

Outbound Marketing

800-555-1234AnnoyingSalesperson

Inbound Marketing

Blog SEO Social Media

Inbound Marketing ROI

• Inbound marketing focused companies have a 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 havea business website?

BUY NOW

Flickr: thegolzer

Billboard in the Desert?

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?

Beautiful & Empty Ugly & Crowded

Small Biz Websites Should

1. Attract website visitors (blog & SEO)

2. Convert visitors to leads (landing pages)

3. Produce measurable ROI (leads & sales)

Small Biz Websites Should

1. Attract website visitors (blog & SEO)

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• Podcast• Videos• Photos• Presentations• eBooks• News Releases

SEO

On-Page Off-Page

25% of SEO = On-Page

• Page Title

• Clean URL

• Headers & Content

• Description

75% of SEO = Off-Page

• Recommendations from friends1. “I know HubSpot”2. “HubSpot is a marketing expert”3. You trust the person saying this

• Links are online recommendations

1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website

Blogging is SEO, and More

• Blogging helps with SEO

• Blogging helps with Social News Sites

• Blogging helps with Social Networking Sites

• Blogging is Permission Centric

Small Biz Websites Should

1. Attract website visitors (blog & SEO)

2. Convert visitors to leads (landing pages)

3. Produce measurable ROI (leads & sales)

All Websites Should Have Landing Pages

Target Market

Website Visitors

Leads

Opportunities

Customers

Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads).

A cost becomes a benefit.

All Websites Should Have Landing Pages

• Limited navigation

• Clear and simple

• Form above the fold

Landing Page Uses

• Call to action on website homepage

• Links in all email newsletters / emails

• Use for all pay-per-click ads

• Next step after tradeshows or events

Small Biz Websites Should

1. Attract website visitors (blog & SEO)

2. Convert visitors to leads (landing pages)

3. Produce measurable ROI (leads & sales)

Does your website generate leads

while you sleep?

Metrics: Traffic, Leads and Customers

Traffic, Leads and Customers

Visitors Leads Customers

SEO 5,289 754 12

Blog 834 72 3

Facebook 511 28 1

Visitors from Blog

Is Your Website Performing?

1. Attract website visitors (blog & SEO)

2. Convert visitors to leads (landing pages)

3. Produce measurable ROI (leads & sales)

HubSpot Group Demo Offer

Thank You!

Dan Tyre & Heidi Carlson

Free Trial of HubSpot:

www.HubSpot.com/Free-Trial