2012 02-02 - new england grows v1

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/

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

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

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 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

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

http://etiennechabot.com	2006
http://www.conseilsmarketing.com	229
http://heidiallen.id.au	66
http://www.stonepower.fr	29
http://socialmediarelaestatemarketing.blogspot.com	29
http://feeds.feedburner.com	8
http://www.michaelhartzell.com	7
http://a0.twimg.com	4
http://www.heidiallen.id.au	4
http://www.paperblog.fr	2
http://translate.googleusercontent.com	2
http://paper.li	1
http://www.bonkm.com	1
http://www.linkedin.com	1

2012 02-02 - new england grows v1

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