how to turn your website into a lead generation machine

Inbound Marketing: Get Found Online & Turn Your Website into a Lead Generation Machine

Peter Caputa IV, HubSpotNew England Business Expo�October 23, 2008

3 Reasons to Do Internet Marketing

• Leads• Sales Ready Leads• Highly Qualified Sales Ready Leads Who Are Ready to BuyLeads Who Are Ready to Buy

SOOOO BIG!!!!!!!!!!!!!!!!!!

Skeptical … internet marketing … predictable … flow … leads? �Let's get that out. Let's deal with you now. Ok. It's time to survey the room about buying patterns. And I really need you to be honest with us today. Even the skeptics. Flyer in the mail Cold call. TV ad Search at google Email to a friend

Why Should You Do Online Marketing?• Make More Sales• Make More $• Save Time• Work Less• Go on Vacation More• Go on Vacation More• Send Kids to College• Retire Early_______________________More Profitable Revenue (Ultimately, it's about more profitable revenue.)

The opportunity is…SOOOO BIG!!!!!!!!!!!!!!!!!!

Motivation Ask you to … learn new skills…. spend some money …. spend time doing your internet marketing. Most people don't have time, money or patience … learn something new … unless it really benefits them. Need to talk… about motivation. How many people in here are: Small biz owners or entrepreneurs? Make more $... hire more employees… get better clients. Marketing professionals …. more job security… more influence in your company… advance your career… find another job. Sales professionals. Sales quota every month or every quarter …. Need to fill pipeline.

Outbound vs. Inbound MarketingOUTBOUND• Telemarketing• Trade Shows• Direct Mail• Email Blasts

INBOUND• SEO/SEM• Blogging• Social Media• RSS• Email Blasts

• Print Ads• TV/Radio Ads

• RSS• Free tools/Trials• PR

Traditional Marketing & Sales Processes - less and less effective. Clutter. Not trying to “stand out” amongst clutter. �Findable… Attracting Prospects. �Being where prospects look. �Once they have attention, doing things that attract, educate and impress their prospects. �web to… establish thought leadership…. accelerate word of mouth online. �The web is generating demand for their product …. driving the growth of their business.

3 Goals for Today• Realize How Much You’re Missing the Boat• Inspire You To Take Some Action• Provide a Roadmap & the Vehicle to Get Started

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?

When it comes to internet marketing, you fall into 3 categories. Your website is a place that you point people to. Noone ever finds it themselves. It might be very attractive. But, it doesn't generate business for you. Once in a while someone finds your website and you get a call or an email. You get a handful of sales leads from your website every month. This is obviously better than everyone else in the room. How are you going to double or triple the leads you're generating …. increase the quality of those leads? Problem. Invested $ into website. But, unlike other areas of your business, no idea…. How Measure ROI. Here to network. Throw biz cards in trash can. Peter Gardiner - Curry printing…. Deb Penta design brochure. 5,000 copies. Overnight delivery. Leave in closet. Recycle in 2 years. 5,000 copies. 5 color please. triple fold. Get them overnight delivered to your door. Put them in your closet. Leave them there. Recylce them in two years. Rural road in Leicester. Dirt road. Tractors more than cars. Billboard. David Advertising. Are you getting it? As long as you fit into one of those 3 categories above. Your website is like a:�- billboard in a dessert�- a stack of brochures in a closet�- all your biz cards in a trash can. Mad yet? Mad at web designer yet?

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

Inspire you. Not your fault. Not your web designers fault. You didn't know better. They didn't know better. So, let's talk about better. Bad news first. Here's what you need to do internet marketing effectively.

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)

Attracting Visitors to Your Website• Keyword Research• On Page SEO• Off Page SEO/Link Building• Blogging• Pay Per Click Advertising• Pay Per Click Advertising• Social Media Marketing

Attracting Visitors: Case for SEO

Attracting Visitors: Keyword Research

Search Volume (goal = high)Relevance (goal = high)Difficulty (goal = low)

Attracting Visitors: How to Optimize a Page

Attracting Visitors: Inbound Links

Recommendations from friends. • "I know Pete Caputa.“• "Pete Caputa is an internet marketing expert“• Godin: "Caputa is an internet marketing expert."

Links are like Online Recommendations. 1. A link: www.hubspot.com2. Anchor text: Internet Marketing3. Link is from a high authority site.

Attracting Visitors: Publish Content

FlickrFlickr: Annie Mole: Annie Mole

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?• I’m not Convinced It’ll Help My Business…

Attracting Visitors: Why You Should Blog�

1. Search Engine Optimization (SEO) Machine

2. Host a Conversation2. Host a Conversation3. Promote Yourself &

Network Online4. Nurture Relationships &

Capture Leads….

Attracting Visitors: Blog as SEO Machine

1. Keywords in Right Places2. Target Multiple Keywords

w/ One Article3. Link Magnet3. Link Magnet

BLOG as Your Conversation

• A Blog is your 24/7 Networking Event Where you are the:• Host• Host• Expert• Connector

Attracting Visitors: BLOG as Networking Central

1. Promote Your Thought Leadership

2. Guide Prospects 2. Guide Prospects to You

3. Establish Credibility

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

Attracting Visitors: Build Your Network

• Classmates, Coworkers, Family, etc• Weekly Activities – People you meet, clients, partners, etc.

• Instantly See Who They Know…

Attracting Visitors: Connect to New People

Attracting Visitors: Have the Right Attitude

• Givers Gain – The more you help people, The More they’ll 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 “positioning statement”.

Attracting Visitors: Work the Online Room

Linkedin/Facebook• Pay Attention to Other’s Activities: Read your contacts’ job postings, q&a-s, profile updates, new contacts, etc.

• Reach out to see how you can help them.• Reach out to see how you can help them.• Proactively introduce people. Proactively endorse other people.

• Ask connections who TRUST you if they’ll introduce you to people. Again, focus on how you can help their contacts. Help your contacts first.

Attracting Visitors: Endorse Other People

• They Will Reciprocate• Your Endorsement Leaves a Link to Your Profile on Their PageProfile on Their Page

Attracting Visitors: Ask & Answer Questions

• Answer Questions that Demonstrate Your Expertise

• Your answer leaves a link back to your profile. All of the profile. All of the people in the questioner’s network see your answer.

• Recommend Your Trusted Contacts as Resources

Attracting Visitors: Listen for Opportunities

Attracting Visitors: Promote Your Content

FlickrFlickr: : ClintJCLClintJCL

Attracting Visitors: Promote Content Where?

Attracting Visitors: Discussion, Not Broadcast

Attracting Visitors: Promote Testimonials

http://twitter.com/Scobleizer/statuses/774666561

But, How Do I Get the Support of My Organization?

Converting Visitors into Leads1. Educate/Engage Prospects2. Prominent Calls to Action3. Great Offers !4. Landing Pages

Measure, Measure, Measure

• What Keywords Are You Ranking for in SEs?


• Where Are Visitors & Leads Coming From?• What Keywords, Other Websites Generate the Most Leads?


• What Forms Convert Visitors to Leads the Best?


• What Marketing Activities Generate the Most Leads?


• What Does Your Marketing and Sales Funnel Look Like?

Eating our Own Cooking

• HubSpot has been Marketing itself Only 2 Years• Up til 3 months ago, only 2 people in Marketing.

Here to Help�• www.hubspot.com 800-482-0382

Me• Preferred: LinkedIn, Twitter, Facebook, BlitzTime• Let me know how I can help…• Let me know how I can help…

Peter Caputa [email protected] 579 6987

• Follow Up BlitzTime Speed Networking Event. October 29th. www.blitztime.com

Thank You!

Free Tools:http://Website.Grader.com

http://PressRelease.Grader.comhttp://Twitter.Grader.com

Come get your free website grade report at the HubSpot booth.

how to turn your website into a lead generation machine

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