0
How to Build a Business
  Blog for Lead Generation
  Using HubSpot
      g       p
              Prashant Kaw   Ellie Mirm...
Who is HubSpot?
•   Founded:  2006             1,400+ Customers
•   Team:  90 (15 MIT)
    T      90 (15 MIT)
•   A:  $5m ...
Outbound Marketing
Outbound Marketing is Broken
                               800-555-1234
                               Annoying
         ...
Marketing Has Changed

   1950 - 2000          2000 - 2050
The Good News!
Inbound Marketing

   Blog
      g        SEO   Social Media
Proven ROI of Inbound Marketing

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


  ...
Proven ROI of Inbound Marketing




            www.HubSpot.com/ROI
The Role of the Business Blog

     Build thought leadership
     Create content for SEO
     Share your remarkable conten...
Build Thought
 Leadership
 L d hi
Blogging is Thought Leadership

•   Become a resource
•   Interact with infl encers
               ith influencers
•   Fac...
Start with Remarkable Content
Content > Sharing > Traffic/Leads




                     Launch “Baby Got Leads” Video




14
Content > Coverage > Traffic/Leads




15
Create Content for
       SEO
Every Post is an SEO Opportunity

     •   Organic is better
     •   Build a long lasting asset
     •   More content = m...
Organic Search is Better


                      Pay Per Click – 25% of Clicks


                      Organic Results
   ...
How Does Google Decide?




    On-Page         Off-Page
     25%              75%
Build a Long Lasting Asset




Flickr photo: Thomas Hawk
More Content = More Visitors & Power
                              Average Pages per Website by Page Rank
                ...
More Content = More Visitors & Power
                                 Average Pages per Website by Alexa
                 ...
Your Content Pulls in Your Personas

                        “Create the kind of
                          online content
...
Pick Your Keyword Battles
Optimize Every Blog Post




25
Share Your
 Content
 C t t
Sharing: Give Before You Get

     • Social Media = Cocktail Party
     • Help your content spread
     • Expand your reac...
Social Media = Cocktail Party




     Flickr: TECHcocktail
28
Publish Content to Social Media




29
Publish Content to Social Media




30
Encourage Sharing of Content




31
Expand Your Reach




     Flickr photo: gustavog
32
Interact with
Community
C         it
Direct Conversations

     •   Host conversations
     •   Answer questions
     •   Comment on blogs
     •   Moving beyo...
Host Conversations




35
Answer Questions




36
Comment On Blogs




37
Move Beyond Your Blog




38
Monitor & Engage in Conversations




39
Create Business
 Opportunities
 O     t iti
Creating Opportunities

     • Convert content and
       conversations
                 ti
     • Calls to action
     • ...
Convert Conversations

     Targeted calls to action at every step




42
Convert Conversations

      Capture leads with
      landing
      l di pages

     Landing Page Tips:
      Limited
    ...
Track Blog Conversions




44
Measure, Analyze,
   &R Repeatt
Success Metrics

     •   Reach
     •   Stickiness
     •   Engagement
     •   Authority
     •   Conversions




46
Reach: Traffic Drawing Keywords




47
Reach: Traffic
Reach: Social Media Network




49
Stickiness: Subscribers




• A measure of you blog’s total reach
• A “sticky” number
Engagement: Comments, Tweets
Authority: Links




52
Conversion: Leads & Customers
Thank You!

     www.HubSpot.com/Free-Trial
     www HubSpot com/Free Trial

              Prashant Kaw   Ellie Mirman
Inb...
Upcoming SlideShare
Loading in...5
×

How to Build a Business Blog for Lead Generation Using HubSpot

1,408

Published on

Learn how to blog and optimize and share your content for lead generation results using the HubSpot software.

Published in: Business, Technology
0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,408
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
72
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

Transcript of "How to Build a Business Blog for Lead Generation Using HubSpot"

  1. 1. How to Build a Business Blog for Lead Generation Using HubSpot g p Prashant Kaw Ellie Mirman Inbound Marketing Manager Inbound Marketing Manager Twitter: @prashantkaw Twitter: @ellieeille
  2. 2. Who is HubSpot? • Founded:  2006 1,400+ Customers • Team:  90 (15 MIT) T 90 (15 MIT) • A:  $5m General Catalyst • B:  $12m Matrix Partners • Outside Director: Outside Director: Gail Goodman, CEO  Constant Contact (CTCT) Constant Contact (CTCT)
  3. 3. Outbound Marketing
  4. 4. Outbound Marketing is Broken 800-555-1234 Annoying p Salesperson
  5. 5. Marketing Has Changed 1950 - 2000 2000 - 2050
  6. 6. The Good News!
  7. 7. Inbound Marketing Blog g SEO Social Media
  8. 8. 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
  9. 9. Proven ROI of Inbound Marketing www.HubSpot.com/ROI
  10. 10. The Role of the Business Blog Build thought leadership Create content for SEO Share your remarkable content Interact with your community Create business opportunities Measure results 10
  11. 11. Build Thought Leadership L d hi
  12. 12. Blogging is Thought Leadership • Become a resource • Interact with infl encers ith influencers • Facilitate dialogue • Encourage subscriptions • Build trust
  13. 13. Start with Remarkable Content
  14. 14. Content > Sharing > Traffic/Leads Launch “Baby Got Leads” Video 14
  15. 15. Content > Coverage > Traffic/Leads 15
  16. 16. Create Content for SEO
  17. 17. Every Post is an SEO Opportunity • Organic is better • Build a long lasting asset • More content = more visitors & power • Pull in your personas 17
  18. 18. Organic Search is Better Pay Per Click – 25% of Clicks Organic Results 75% of Clicks Source: Marketing Sherpa and Enquiro Research
  19. 19. How Does Google Decide? On-Page Off-Page 25% 75%
  20. 20. Build a Long Lasting Asset Flickr photo: Thomas Hawk
  21. 21. More Content = More Visitors & Power Average Pages per Website by Page Rank 10,000,000 pages 1,000,000 Average # of Webp 100,000 10,000 1,000 1 2 3 4 5 6 7 8 9 10 Page Rank (10 is best)
  22. 22. More Content = More Visitors & Power Average Pages per Website by Alexa Traffic Rank 1,000,000 pages Average # of Webp 100,000 10,000 A 1,000 > 10,000,000 5,000,001 to 1,000,001 to 500,001 to 100,001 to < 100,000 (Extremely 10,000,000 5,000,000 1,000,000 500,000 (High (Very High ) Low Traffic) ( (Very Low y ( (Low Traffic) ) ( (Medium Traffic) ) ) Traffic) Traffic) Traffic) Alexa Traffic Rank
  23. 23. Your Content Pulls in Your Personas “Create the kind of online content that your buyers naturally gravitate to. to ” - David Meerman Scott Author of The New Rules of www.webinknow.com Marketing & PR
  24. 24. Pick Your Keyword Battles
  25. 25. Optimize Every Blog Post 25
  26. 26. Share Your Content C t t
  27. 27. Sharing: Give Before You Get • Social Media = Cocktail Party • Help your content spread • Expand your reach 27
  28. 28. Social Media = Cocktail Party Flickr: TECHcocktail 28
  29. 29. Publish Content to Social Media 29
  30. 30. Publish Content to Social Media 30
  31. 31. Encourage Sharing of Content 31
  32. 32. Expand Your Reach Flickr photo: gustavog 32
  33. 33. Interact with Community C it
  34. 34. Direct Conversations • Host conversations • Answer questions • Comment on blogs • Moving beyond your blog • Track your interactions 34
  35. 35. Host Conversations 35
  36. 36. Answer Questions 36
  37. 37. Comment On Blogs 37
  38. 38. Move Beyond Your Blog 38
  39. 39. Monitor & Engage in Conversations 39
  40. 40. Create Business Opportunities O t iti
  41. 41. Creating Opportunities • Convert content and conversations ti • Calls to action • Landing pages • T k conversions Track i 41
  42. 42. Convert Conversations Targeted calls to action at every step 42
  43. 43. Convert Conversations Capture leads with landing l di pages Landing Page Tips: Limited Li it d navigation i ti Clear & simple p Form above fold 43
  44. 44. Track Blog Conversions 44
  45. 45. Measure, Analyze, &R Repeatt
  46. 46. Success Metrics • Reach • Stickiness • Engagement • Authority • Conversions 46
  47. 47. Reach: Traffic Drawing Keywords 47
  48. 48. Reach: Traffic
  49. 49. Reach: Social Media Network 49
  50. 50. Stickiness: Subscribers • A measure of you blog’s total reach • A “sticky” number
  51. 51. Engagement: Comments, Tweets
  52. 52. Authority: Links 52
  53. 53. Conversion: Leads & Customers
  54. 54. Thank You! www.HubSpot.com/Free-Trial www HubSpot com/Free Trial Prashant Kaw Ellie Mirman Inbound Marketing Manager Inbound Marketing Manager Twitter: @prashantkaw Twitter: @ellieeille
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×