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How to Attract More Customers With Content Using Hubspot

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If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that …

If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that you come up with spellbinding new ideas every day but you need tools and strategies that make it easy to create your content online and share it to increase traffic and attract new business. Learn how the HubSpot software and methodology allows thousands of customers to easily create content, optimize it for search, share it in social media and track their results.

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  • 1. Download these slides: SlideShare.net/HubSpot How to Attract More o tt act o e Customers With Content Using HubSpot Software Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
  • 2. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 3. Who is HubSpot? • Founded:  2006 1,700+ Customers • Team:  90 (15 MIT) T 90 (15 MIT) • A:  $5m General Catalyst • B:  $12m Matrix Partners
  • 4. Traditional Marketing (Outbound)
  • 5. Marketing Today (Inbound)
  • 6. Marketing Has Changed 1950 - 2000 2000 - 2050
  • 7. The Good News!
  • 8. Inbound Marketing Process Process Tools • Publish • Content Mgmt • Optimize Get Found • Blogging • Promote • Social Media • SEO • Target • Offers / CTAs • Capture Convert • Landing Pages • Nurture • Emails • Lead Intel • Test • Analytics • Analyze ay e Analyze • Repeat
  • 9. Proven ROI of Inbound Marketing www.HubSpot.com/ROI
  • 10. Proven ROI of Inbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads g p www.HubSpot.com/ROI
  • 11. What HubSpot Software Does
  • 12. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 13. Small Business Owner Grows Leads 50x w/ Content • Georgia Golf Academyy • Blog + ebooks + videos = • Increased traffic & lead volume 50x • 300+ blog subscribers • 4,000+ inbound links http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf- Academy-Grows-Inbound-Leads-50x
  • 14. How Many Tickets Do You Have?
  • 15. More Indexed Pages
  • 16. More Visitors
  • 17. What Kind of Content? “The kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR www.webinknow.com
  • 18. A Word of Caution • B i Business content DOES NOT mean t t content about the products and services you sell y • Create content that’s useful and interesting to your target personas
  • 19. What Content Channels Are Best? • Blog • Podcast • Videos • Photos Ph t • Presentations • eBooks • News Releases
  • 20. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  • 21. Easily Edit Your Website or Blog with HubSpot 21
  • 22. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 23. How Do You Get to the Top?
  • 24. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr
  • 25. Find Your Best Keywords 25
  • 26. Two Sides of Optimization On-Page O P Off-Page Off
  • 27. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 28. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 29. HubSpot makes it easy to optimize “On-Page”
  • 30. Optimize Every Web Page
  • 31. Optimize Every Blog Article
  • 32. Optimize “Off-Page” • Recommendations from friends 1. I 1 “I know HubSpot” HubSpot 2. “HubSpot has great marketing software” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  • 33. How Do You Get Links? Have something worth linking to.
  • 34. Blogging Means More Inbound Links
  • 35. HubSpot tracks inbound links 35
  • 36. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 37. Social Media? No Time for That Nonsense!
  • 38. Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun
  • 39. PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-5555? I will call you right now
  • 40. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 41. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 41
  • 42. How to Get Started Listen Share Your Content Listen More Li t M Build Relationships
  • 43. HubSpot Helps You Listen & Engage 43
  • 44. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 45. Convert Traffic to Leads to Customers Calls to Action Landing Pages Lead Nurturing Lead Intelligences 45
  • 46. Targeted Calls to Action at Every Step 46
  • 47. Capture Leads with Landing Pages Limited navigation g Clear & simple Form above fold 47
  • 48. Lead Nurturing: Get leads to take the next step 48
  • 49. Lead Intelligence for Your Sales Team
  • 50. Salesforce.com or Other CRM
  • 51. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 52. Track Blog Subscribers
  • 53. Blog Article Performance 53
  • 54. SEO Performance: Keyword Rank vs. Competition 54
  • 55. SEO Performance: Inbound Links vs. Competition 55
  • 56. Social Media Reach 56
  • 57. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 58. Analyze Each Channel & Campaign 58
  • 59. Final Thoughts … Fi l Th ht
  • 60. Build Leverage
  • 61. Who Knows How to Put All the Pieces Together? d.j.k. on flickr
  • 62. HubSpot Puts the Pieces Together
  • 63. Thank You! Try HubSpot Software Free: p www.HubSpot.com/Free-Trial Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille