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Online Marketing Summit
Orlando, FL | August 3, 2010



               Content is Key:
            Get Found & Generate Le...
8/3/2010   2
Publish Everything
What is Inbound Marketing?




                             8
Inbound Marketing is More Effective
                         Average Cost Per Lead




                                   ...
Flick Photo: Thomas Hawk
11
Visitors




  Leads




Customers
Visitors

  Get Found
Publish, optimize,
& promote content

                       Leads




                     Customers
Step 1:
Publish Remark-able Content
16
Get Into the Content Mindset
                        • Make emails into blog posts
                        • Turn forum po...
Publish Everywhere
Step 2:
Optimize Your Content
Organic Search is Better
• Free
                           Pay Per Click – 25% of Clicks
• More traffic

• Smarter people ...
Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3. Competition

• “event”
• “community developmen...
How Does Google Decide?




  25 %             75%
 On-Page         Off-Page
(Context)       (Authority)
On-Page SEO (Context)
Optimize Every Page




                      26
Off-Page SEO (Authority)
• Recommendations from friends
  1. “I know HubSpot”
  2. “HubSpot makes great marketing software...
How Do You Get Links?




   Have something worth linking to.
Blogging Means More Inbound Links
Step 3:
Listen & Engage in Social Media
31
You Already Have the Skills




                              32
Start by Listening
RSS Simplifies Reading & Monitoring

Your Industry Blogs
Engage with Your Audience



Conversation


        AND


 Distribution
Good Content Spreads
Good Content Engages
Good Content Brings Subscribers




    Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Visitors




  Leads
               Convert
            Convert visitors to
             leads & leads to
                ...
Step 4:
Convert Visitors to Leads
What am I supposed to do here?




                                 41
What am I supposed to do here?




                                 42
43
Landing Pages
45
Shorter Forms are Better




            32%
         Conversion           53%
                           Conversion
     ...
Step 5:
Convert Leads to Customers
Cultivate that Relationship
Attract visitors
                    Visitors
 with content


                                     Convert visitors
      ...
Visitors
Measure



                      Leads
          Details




                    Customers
Avoid Paralysis by Analysis
                              • Don’t measure
                                everything.
    ...
Measure Your Total Reach




                           52
Visitors
Leads
Customers
…By Channel or Source
          Visitors   Leads       Sales

SEO


Social
Media
…By Content Offer




PAGE NAME                       PAGE     SUBMISSIONS   CONVERSION RATE
                             ...
Final Thought…




                 8/3/2010   58
Flickr: Refracted Moments   Flickr: Gaetoan Lee
Thank You!
Ellie Mirman
Twitter: @ellieeille
LinkedIn: linkedin.com/in/elliemirman

HubSpot:
Website: www.HubSpot.com
Blog...
Thank You
              Visit
www.onlinemarketingsummit.com
       for more information

         Follow us @OMSummit



 ...
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando
Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando
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Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando

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Transcript of "Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando"

  1. 1. Online Marketing Summit Orlando, FL | August 3, 2010 Content is Key: Get Found & Generate Leads at 60% Lower Cost Ellie Mirman, HubSpot @ellieeille #OMSORL 1
  2. 2. 8/3/2010 2
  3. 3. Publish Everything
  4. 4. What is Inbound Marketing? 8
  5. 5. Inbound Marketing is More Effective Average Cost Per Lead 60% Lower Cost Per $332 Lead $134 Outbound Marketing Dominated Inbound Marketing Dominated Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 9
  6. 6. Flick Photo: Thomas Hawk
  7. 7. 11
  8. 8. Visitors Leads Customers
  9. 9. Visitors Get Found Publish, optimize, & promote content Leads Customers
  10. 10. Step 1: Publish Remark-able Content
  11. 11. 16
  12. 12. 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
  13. 13. Publish Everywhere
  14. 14. Step 2: Optimize Your Content
  15. 15. Organic Search is Better • Free Pay Per Click – 25% of Clicks • More traffic • Smarter people Organic Results 75% of Clicks • Longer lasting Source: Marketing Sherpa and Enquiro Research
  16. 16. Pick Your Keyword Battles 1. Search volume 2. Relevance to your business 3. Competition • “event” • “community development event” • “community development event Bastrop TX” Flickr: saeba
  17. 17. How Does Google Decide? 25 % 75% On-Page Off-Page (Context) (Authority)
  18. 18. On-Page SEO (Context)
  19. 19. Optimize Every Page 26
  20. 20. Off-Page SEO (Authority) • Recommendations from friends 1. “I know HubSpot” 2. “HubSpot makes great marketing software” 3. You trust the person saying this • Links are online recommendations 1. Link: www.HubSpot.com 2. Link with anchor text: Internet Marketing 3. Link from a trusted website
  21. 21. How Do You Get Links? Have something worth linking to.
  22. 22. Blogging Means More Inbound Links
  23. 23. Step 3: Listen & Engage in Social Media
  24. 24. 31
  25. 25. You Already Have the Skills 32
  26. 26. Start by Listening
  27. 27. RSS Simplifies Reading & Monitoring Your Industry Blogs
  28. 28. Engage with Your Audience Conversation AND Distribution
  29. 29. Good Content Spreads
  30. 30. Good Content Engages
  31. 31. Good Content Brings Subscribers Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  32. 32. Visitors Leads Convert Convert visitors to leads & leads to customers Customers
  33. 33. Step 4: Convert Visitors to Leads
  34. 34. What am I supposed to do here? 41
  35. 35. What am I supposed to do here? 42
  36. 36. 43
  37. 37. Landing Pages
  38. 38. 45
  39. 39. Shorter Forms are Better 32% Conversion 53% Conversion 46
  40. 40. Step 5: Convert Leads to Customers
  41. 41. Cultivate that Relationship
  42. 42. Attract visitors Visitors with content Convert visitors with content Leads Nurture leads with content Customers
  43. 43. Visitors Measure Leads Details Customers
  44. 44. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics. Flickr: ssh
  45. 45. Measure Your Total Reach 52
  46. 46. Visitors
  47. 47. Leads
  48. 48. Customers
  49. 49. …By Channel or Source Visitors Leads Sales SEO Social Media
  50. 50. …By Content Offer PAGE NAME PAGE SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93% 57
  51. 51. Final Thought… 8/3/2010 58
  52. 52. Flickr: Refracted Moments Flickr: Gaetoan Lee
  53. 53. Thank You! Ellie Mirman Twitter: @ellieeille LinkedIn: linkedin.com/in/elliemirman HubSpot: Website: www.HubSpot.com Blog: http://Blog.HubSpot.com Grader: http://Grader.com Presentation Slides: http://SlideShare.net/HubSpot 60
  54. 54. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 61
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