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Inbound Marketing:Reshape Your Sales EffortFebruary 2nd, 2012      Mark Roberge           Jason Scott      VP of Sales, Hu...
Agenda       I.     Introduction to Inbound Marketing       II.    The Foundation: SEO Basics       III.   Blogging that g...
Outbound Marketing
Outbound Marketing is Harder                           800-555-1234                           Annoying                    ...
Inbound Marketing  Blog                SEO            Social Media   ACTION    Blog once per week    Participate in Soci...
Green Industry Case StudySALES AND MARKETING 2000 – 2009 (OUTBOUND)SALES AND MARKETING 2010 – 2012 (INBOUND)  27 blog arti...
Green Industry Case Study                         RESULTS AFTER 2 YEARS       Social Media Following                      ...
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 g...
How Do You Get to the Top? History of SEO
Inbound Marketing    Blog                 SEO            Social Media      ACTION       Blog once per week       Partici...
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     ...
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 i...
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 tha...
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     ...
Blogging Versus Blogging for New    Customer Generation   Use keyword tool to drive blog topic selection   Configure blo...
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                         ...
Agenda        I.     Introduction to Inbound Marketing        II.    The Foundation: SEO Basics        III.   Blogging tha...
Interact with Digital Influencers                               FIND DIGITAL INFLUENCERS                                S...
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                                         ...
Agenda        I.     Introduction to Inbound Marketing        II.    The Foundation: SEO Basics        III.   Blogging tha...
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          ...
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2012 02-02 - new england grows v1

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  1. 1. Inbound Marketing:Reshape Your Sales EffortFebruary 2nd, 2012 Mark Roberge Jason Scott VP of Sales, HubSpot President, Distinctive Landscaping @markroberge @red_trucks
  2. 2. 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
  3. 3. Outbound Marketing
  4. 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  5. 5. Inbound Marketing Blog SEO Social Media ACTION  Blog once per week  Participate in Social Media 1 hour per week
  6. 6. Green Industry Case StudySALES AND MARKETING 2000 – 2009 (OUTBOUND)SALES AND MARKETING 2010 – 2012 (INBOUND) 27 blog articles 300+ social media conversations 6
  7. 7. 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
  8. 8. Avg. Growth of Leads After Inbound Marketing Adoption Source: http://www.hubspot.com/roi/
  9. 9. 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
  10. 10. How Do You Get to the Top? History of SEO
  11. 11. Inbound Marketing Blog SEO Social Media ACTION  Blog once per week  Participate in Social Media 1 hour per week
  12. 12. Two Sides of SEO On-Page Off-Page (Context) (Authority) 12
  13. 13. On-Page SEO (Context)• Page Title• Clean URL• Headers• Description
  14. 14. The Long Tail The New Marketplace Popularity Head Long Tail Keywords
  15. 15. Optimize Home Page 15
  16. 16. Optimize around areas serviced 16
  17. 17. Optimize around services provided 17
  18. 18. 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
  19. 19. Real Stories on Generating Links 19
  20. 20. Results: Inbound Link GrowthACTION Blog once per week Participate in Social Media 1 hour per week 20
  21. 21. Tips from Marketing Grader Marketing.Grader.com Lessons from 4 million websites
  22. 22. 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
  23. 23. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  24. 24. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  25. 25. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  26. 26. 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
  27. 27. 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
  28. 28. Blog on Lawn Dethatching 28
  29. 29. Blog on Spring Clean Up 29
  30. 30. Blog on Lawn FertilizationACTION Blog once per week Participate in Social Media 1 hour per week 30
  31. 31. 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
  32. 32. 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
  33. 33. Interact with Digital Influencers 604 Followers33
  34. 34. Interact with Digital Influencers 383 Followers34
  35. 35. Interact with Digital Influencers 276 Followers35
  36. 36. Interact with Digital Influencers 1,305 Followers36
  37. 37. Interact with Digital Influencers 3,152 Followers37
  38. 38. Interact with Digital Influencers 200,874 Followers ACTION  Blog once per week  Participate in Social Media 1 hour per week38
  39. 39. 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
  40. 40. Go Beyond “Contact Us” 40
  41. 41. Calls to Action Beyond “Contact Us” 41
  42. 42. Calls to Action on every page 42
  43. 43. What is HubSpot?Complicated & Confusing Easy & Integrated 43
  44. 44. Inbound Marketing is Mainstream 44
  45. 45. The Big Guys are Behind Inbound Marketing $65M
  46. 46. Our Roots Are in New England46
  47. 47. QUESTIONSMark Roberge Jason ScottVP of Sales, HubSpot President, Distinctive Landscaping@markroberge @red_trucks
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