How to Turn Your Website into a Lead Generation Machine
Transcript of 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!!!!!!!!!!!!!!!!!!
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!!!!!!!!!!!!!!!!!!
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
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?
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
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: 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:
-Plaxo
-Facebook?
-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?
Measure, Measure, Measure
• Where Are Visitors & Leads Coming From?• What Keywords, Other Websites Generate the Most Leads?
Measure, Measure, Measure
• What Forms Convert Visitors to Leads the Best?
Measure, Measure, Measure
• What Marketing Activities Generate the Most Leads?
Measure, Measure, Measure
• 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.