• Like

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

  • 2,610 views
Uploaded on

Presentation from the Online Marketing Summit Orlando

Presentation from the Online Marketing Summit Orlando

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
2,610
On Slideshare
0
From Embeds
0
Number of Embeds
2

Actions

Shares
Downloads
59
Comments
0
Likes
4

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 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. 8/3/2010 2
  • 3. Publish Everything
  • 4. What is Inbound Marketing? 8
  • 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. Flick Photo: Thomas Hawk
  • 7. 11
  • 8. Visitors Leads Customers
  • 9. Visitors Get Found Publish, optimize, & promote content Leads Customers
  • 10. Step 1: Publish Remark-able Content
  • 11. 16
  • 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. Publish Everywhere
  • 14. Step 2: Optimize Your Content
  • 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. 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. How Does Google Decide? 25 % 75% On-Page Off-Page (Context) (Authority)
  • 18. On-Page SEO (Context)
  • 19. Optimize Every Page 26
  • 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. How Do You Get Links? Have something worth linking to.
  • 22. Blogging Means More Inbound Links
  • 23. Step 3: Listen & Engage in Social Media
  • 24. 31
  • 25. You Already Have the Skills 32
  • 26. Start by Listening
  • 27. RSS Simplifies Reading & Monitoring Your Industry Blogs
  • 28. Engage with Your Audience Conversation AND Distribution
  • 29. Good Content Spreads
  • 30. Good Content Engages
  • 31. Good Content Brings Subscribers Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 32. Visitors Leads Convert Convert visitors to leads & leads to customers Customers
  • 33. Step 4: Convert Visitors to Leads
  • 34. What am I supposed to do here? 41
  • 35. What am I supposed to do here? 42
  • 36. 43
  • 37. Landing Pages
  • 38. 45
  • 39. Shorter Forms are Better 32% Conversion 53% Conversion 46
  • 40. Step 5: Convert Leads to Customers
  • 41. Cultivate that Relationship
  • 42. Attract visitors Visitors with content Convert visitors with content Leads Nurture leads with content Customers
  • 43. Visitors Measure Leads Details Customers
  • 44. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics. Flickr: ssh
  • 45. Measure Your Total Reach 52
  • 46. Visitors
  • 47. Leads
  • 48. Customers
  • 49. …By Channel or Source Visitors Leads Sales SEO Social Media
  • 50. …By Content Offer PAGE NAME PAGE SUBMISSIONS CONVERSION RATE VIEWS Blogging for Business Webinar 3803 2165 56.93% 57
  • 51. Final Thought… 8/3/2010 58
  • 52. Flickr: Refracted Moments Flickr: Gaetoan Lee
  • 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. Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit 61