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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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Presentation from the Online Marketing Summit Orlando

Presentation from the Online Marketing Summit Orlando

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    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 Presentation Transcript

    • 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
    • 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 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
    • 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 customers Customers
    • 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 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
    • Leads
    • 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