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

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

8/3/2010 2

Publish Everything

What is Inbound Marketing? 8

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

Flick Photo: Thomas Hawk

Visitors Leads Customers

Visitors Get Found Publish, optimize, & promote content Leads Customers

Step 1: Publish Remark-able Content

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

Publish Everywhere

Step 2: Optimize Your Content

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

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

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” 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

How Do You Get Links? Have something worth linking to.

Blogging Means More Inbound Links

Step 3: Listen & Engage in Social Media

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 customers Customers

Step 4: Convert Visitors to Leads

What am I supposed to do here? 41

What am I supposed to do here? 42

Landing Pages

Shorter Forms are Better 32% Conversion 53% Conversion 46

Step 5: Convert Leads to Customers

Cultivate that Relationship

Attract visitors Visitors with content Convert visitors with content Leads Nurture leads with content Customers

Visitors Measure Leads Details Customers

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

Measure Your Total Reach 52

Visitors

Customers

…By Channel or Source Visitors Leads Sales SEO Social Media

…By Content Offer PAGE NAME PAGE SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93% 57

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: http://Blog.HubSpot.com Grader: http://Grader.com Presentation Slides: http://SlideShare.net/HubSpot 60

Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 61

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

by HubSpot All-in-one Marketing Software on Aug 03, 2010

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

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