1. Inbound Marketing 101:
5 “Must-Haves” For Your Website
to Start Generating Leads
Provided by: twelve23
twelve23.com
206.905.6055

2. Search Engine Optimization
The most effective inbound marketing technique that you can use
to climb the ranks in the search engines, gain visibility, and attract
organic traffic to your website.
57% of
Internet users
search the
web every
day.
SOURCE: MARKETSHARE.HITSLINK.COM, OCTOBER 2010
Key Considerations on SEO:
• An estimated 88,000,000,000 searches are performed every month on
Google.
1
Entering just a few keyword phrases can return millions or
billions of results, but studies indicate that 75% of search users will only
scroll through the first page of results.
2
• 75% of user clicks are from organically ranked sites, not paid sites. 3
• Nearly 50% of daily searches are for information on products or
services. 4
If your site is currently not optimized for specific keywords, your target
market might not even know that you exist until you increase your ranking.

3. Social Media
Creating connections with your customers is something that you
absolutely must do. Social media sites like Facebook, Twitter, and
LinkedIn give you the ideal opportunity to connect, share, and
grow.
Nearly 2/3 of US internet users regularly use a social network.
SOURCE: EMARKETER, FEBRUARY 2011
Key Considerations on Social Media Marketing:
• Sharing with social media will allow you to discover new opportunities by
connecting with your target audience on a more personal level.
• Social media is essential for getting the word out about your business,
and is also an excellent tool for learning how to market more effectively
by analyzing the needs of your clients.
• Did you know that 93% of adult Internet users have a Facebook account?
5 These days, people spend a significant amount of time on social media
and marketers who devote 6+ hours a week managing their social media
sites see 52% more leads than businesses that don’t.
6
• People that use Twitter generate double the leads than other similar
businesses that do not.
Marketing with social media will allow you to engage your prospects through
several different outlets, and it will also give you the opportunity to create
stronger connections and generate more leads.

4. Content Creation
Does your website contain content that genuinely helps your
prospects and customers? Providing content that solves a
problem for your target audience will drive them to your site and
increase opportunities to nurture leads.
• Start attracting visitors by posting relevant, useful, and easy-to-find
content when they need it. Talk about the industry or the problem your
prospect is trying to solve – not yourself or your business.
• Build content through multiple avenues, such as blogging, helpful articles,
photos, videos, podcasts, eBooks, presentations, and/or news releases.
• Use the keywords your audience uses, and incorporate SEO into your
content.
• Content makes you interesting; great content gets shared more. Help
your users to share your content by incorporating social media tools
into your website.
The content on your website should educate and inform your prospects,
and give them a better understanding of how your products or services can
help them solve a problem. While providing these solutions to your
prospects, make sure that you link to different areas of your conversion path
so that you can continue to generate new leads and nurture them
accordingly.

5. Website Lead Generation
Does your website have call-to-action buttons that link to great
offers and shows your customers how to respond to your sales
pitch? This is the single most effective way to generate leads for
your business.
• Create opportunities for your customers to respond to
your service offerings or product line. This will help to
generate leads and convert prospects into paying
customers.
• Give your customers all the information they need to
make a decision, but also give them the opportunity
to respond and become your customer by providing
call-to action buttons on each page of your website.
• If your customers make it to the final third of your
sales page, they are more willing to engage with a Sample Call to Action Button
representative to discuss your service offerings; so
incorporating links to offers in your text gives you the chance to show
your customers how to take the next step.
Inbound marketing gives you the opportunity to generate targeted leads
while still conserving your marketing budget.
The content on your website should educate and inform your prospects,
and give them a better understanding of how your products or services will
help them solve a problem. While providing these solutions to your
prospects, make sure to link to different areas of your conversion path so that
you can continue to generate new leads and nurture them accordingly.

6. Lead Nurturing
Lead nurturing is absolutely critical to ongoing business
development. By incorporating it into your marketing strategy, you
can effectively establish strong relationships with your clients and
increase conversions.
Key Considerations about Lead Nurturing:
• Nurturing your leads means developing an
ongoing relationship with your customers,
whereby you communicate information
and use critical feedback to better
develop your marketing strategies.
• According to a recent MIT study on lead
nurturing, 78% of sales generated from a
web inquiry are given to the first company
that responds to the inquiry. To maintain a successful online business,
it is important to have a system in place that enables you to respond to
inquiries quickly and efficiently.
• Based on a study conducted by LeadGen, nurtured leads generate on
average 20% more sales than businesses that do not nurture their
leads. Forrester Research found that nurtured leads generate 50%
higher conversion rates and a much lower cost associated with
each lead.
Creating a scalable and flexible lead nurturing strategy can help you to
educate your prospects and provide answers to common questions, which
will enable you to build stronger customer relationships and, ultimately,
increase your sales. These sales-ready leads are invaluable to your
business, and incorporating an effective lead nurturing strategy will give
you the opportunity to increase your conversion rates and offer valuable
information and insight to your customers.

7. Sources, Unless Cited:
1 Search Engine Land, February 2010
2 marketshare.hitslink.com, October 2010
3 Marketingsherpa, February 2007
4 SRI, October 2010
5 Blogher, April 2011
6 Social Media Examiner, 2011

8. http://blog.twelve23.com/how-is-your-website-performing-sign-up-for-a--free-review