How Small Businesses Can Get Found Online - Presentation for Agents Council for Technology (ACT)

How Small Businesses Can Get Found Online Agents Council for Technology (ACT) Meeting Ellie Mirman Inbound Marketing Manager, HubSpot Twitter: @ellieeille

Marketing is Changing has changed Flickr: globetrotter 2

Traditional Marketing (Outbound) 3

Marketing Today (Inbound) 4

Inbound Marketing is More Effective Average Cost Per Lead 60% Lower Cost $332 Per Lead $134 Outbound Marketing Dominated Inbound Marketing Dominated Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 5

Flick Photo: Thomas Hawk

Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

Inbound Gives Leverage

Inbound Marketing is a Methodology

5 Steps to Get Started Flickr:travelingtribe

1. Solve Problems

Think About Your Personas

Don’t Talk About Your Products

2. Become a Publisher

Publish Everything

Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann

Case Study: Indium Corporation Developer, manufacturer, supplier of specialty alloys, solders, & thermal interface materials Dozens of blogs & bloggers 17

3. Listen

What Keywords Are They Using?

Where Are They Talking?

Engage with Your Audience Conversation AND Distribution

4. Create Opportunities

What Am I Supposed to Do Here? 23

What Am I Supposed to Do Here? 24

Capture Leads with Landing Pages

5. Measure

Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics. Flickr: ssh

Traffic

…By Channel or Source Visitors Leads Sales SEO Social Media

Free WebsiteGrader Report

Thank You! Ellie Mirman Twitter: @ellieeille Blog: www.elliemirman.com HubSpot: Website: www.HubSpot.com Blog: http://Blog.HubSpot.com Grader: http://Grader.com Presentation Slides: http://SlideShare.net/HubSpot 33

How Small Businesses Can Get Found Online - Presentation for Agents Council for Technology (ACT)

by HubSpot All-in-one Marketing Software on Nov 06, 2010

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How Small Businesses Can Get Found Online - Presentation for Agents Council for Technology (ACT) — Presentation Transcript