2012 02-02 - new england grows v1
 

2012 02-02 - new england grows v1

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2012 02-02 - new england grows v1 2012 02-02 - new england grows v1 Presentation Transcript

  • Inbound Marketing:Reshape Your Sales EffortFebruary 2nd, 2012 Mark Roberge Jason Scott VP of Sales, HubSpot President, Distinctive Landscaping @markroberge @red_trucks
  • Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales2
  • Outbound Marketing
  • Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  • Inbound Marketing Blog SEO Social Media ACTION  Blog once per week  Participate in Social Media 1 hour per week
  • Green Industry Case StudySALES AND MARKETING 2000 – 2009 (OUTBOUND)SALES AND MARKETING 2010 – 2012 (INBOUND) 27 blog articles 300+ social media conversations 6
  • Green Industry Case Study RESULTS AFTER 2 YEARS Social Media Following Google Organic Traffic600 2500500 2000400 1500300 1000200100 500 0 0 2009 2010 2011 2009 2010 2011 Leads from Google Organic New Customers via Google Organic80 2560 20 1540 1020 5 0 0 2009 2010 2011 2009 2010 2011
  • Avg. Growth of Leads After Inbound Marketing Adoption Source: http://www.hubspot.com/roi/
  • Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales9
  • How Do You Get to the Top? History of SEO
  • Inbound Marketing Blog SEO Social Media ACTION  Blog once per week  Participate in Social Media 1 hour per week
  • Two Sides of SEO On-Page Off-Page (Context) (Authority) 12
  • On-Page SEO (Context)• Page Title• Clean URL• Headers• Description
  • The Long Tail The New Marketplace Popularity Head Long Tail Keywords
  • Optimize Home Page 15
  • Optimize around areas serviced 16
  • Optimize around services provided 17
  • Off-Page SEO (Authority)• Recommendations from friends 1. “I know Distinctive Landscaping” 2. “Distinctive Landscaping is the best North Attleboro Landscaper” 3. New England Grows: “Distinctive Landscaping is the best North Attleboro Landscaper”• Links are online recommendations 1. A link: www.redtrucks.net 2. Anchor text: the best North Attleboro Landscaper 3. Link is from the New England Grows
  • Real Stories on Generating Links 19
  • Results: Inbound Link GrowthACTION Blog once per week Participate in Social Media 1 hour per week 20
  • Tips from Marketing Grader Marketing.Grader.com Lessons from 4 million websites
  • Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales22
  • Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • What to blog about? • Check your Sent Items folder • Write about common questions from customers • Form a thought leadership committee • Write guest blog posts • Use top 10 lists • Interview an expert (video or audio)Flick Photo: Cindiann
  • Blogging Versus Blogging for New Customer Generation Use keyword tool to drive blog topic selection Configure blog with On-Page SEO in mind Include target long tail keywords in blog article titles Think of blog articles as link bait Think of blog articles as an army of sales people working for you
  • Blog on Lawn Dethatching 28
  • Blog on Spring Clean Up 29
  • Blog on Lawn FertilizationACTION Blog once per week Participate in Social Media 1 hour per week 30
  • Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales31
  • Interact with Digital Influencers FIND DIGITAL INFLUENCERS  Social Media Influencers in Your Target Area • Real Estate Agents • Journalists for Local Paper • Politicians • Restaurants  Social Media Influencers in Your Industry • Green Industry Bloggers • Green Industry Publications • Green Industry AssociationsINTERACT WITH DIGITAL INFLUENCERS Follow them on social media RT their posts Comment on their blogs Write guest blog articles for them Call and email them
  • Interact with Digital Influencers 604 Followers33
  • Interact with Digital Influencers 383 Followers34
  • Interact with Digital Influencers 276 Followers35
  • Interact with Digital Influencers 1,305 Followers36
  • Interact with Digital Influencers 3,152 Followers37
  • Interact with Digital Influencers 200,874 Followers ACTION  Blog once per week  Participate in Social Media 1 hour per week38
  • Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales39
  • Go Beyond “Contact Us” 40
  • Calls to Action Beyond “Contact Us” 41
  • Calls to Action on every page 42
  • What is HubSpot?Complicated & Confusing Easy & Integrated 43
  • Inbound Marketing is Mainstream 44
  • The Big Guys are Behind Inbound Marketing $65M
  • Our Roots Are in New England46
  • QUESTIONSMark Roberge Jason ScottVP of Sales, HubSpot President, Distinctive Landscaping@markroberge @red_trucks