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How to Build a Business Blog for Lead Generation Using HubSpot

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

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

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  • 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. 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. Outbound Marketing
  • 4. Outbound Marketing is Broken 800-555-1234 Annoying p Salesperson
  • 5. Marketing Has Changed 1950 - 2000 2000 - 2050
  • 6. The Good News!
  • 7. Inbound Marketing Blog g SEO Social Media
  • 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. Proven ROI of Inbound Marketing www.HubSpot.com/ROI
  • 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. Build Thought Leadership L d hi
  • 12. Blogging is Thought Leadership • Become a resource • Interact with infl encers ith influencers • Facilitate dialogue • Encourage subscriptions • Build trust
  • 13. Start with Remarkable Content
  • 14. Content > Sharing > Traffic/Leads Launch “Baby Got Leads” Video 14
  • 15. Content > Coverage > Traffic/Leads 15
  • 16. Create Content for SEO
  • 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. Organic Search is Better Pay Per Click – 25% of Clicks Organic Results 75% of Clicks Source: Marketing Sherpa and Enquiro Research
  • 19. How Does Google Decide? On-Page Off-Page 25% 75%
  • 20. Build a Long Lasting Asset Flickr photo: Thomas Hawk
  • 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. 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. 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. Pick Your Keyword Battles
  • 25. Optimize Every Blog Post 25
  • 26. Share Your Content C t t
  • 27. Sharing: Give Before You Get • Social Media = Cocktail Party • Help your content spread • Expand your reach 27
  • 28. Social Media = Cocktail Party Flickr: TECHcocktail 28
  • 29. Publish Content to Social Media 29
  • 30. Publish Content to Social Media 30
  • 31. Encourage Sharing of Content 31
  • 32. Expand Your Reach Flickr photo: gustavog 32
  • 33. Interact with Community C it
  • 34. Direct Conversations • Host conversations • Answer questions • Comment on blogs • Moving beyond your blog • Track your interactions 34
  • 35. Host Conversations 35
  • 36. Answer Questions 36
  • 37. Comment On Blogs 37
  • 38. Move Beyond Your Blog 38
  • 39. Monitor & Engage in Conversations 39
  • 40. Create Business Opportunities O t iti
  • 41. Creating Opportunities • Convert content and conversations ti • Calls to action • Landing pages • T k conversions Track i 41
  • 42. Convert Conversations Targeted calls to action at every step 42
  • 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. Track Blog Conversions 44
  • 45. Measure, Analyze, &R Repeatt
  • 46. Success Metrics • Reach • Stickiness • Engagement • Authority • Conversions 46
  • 47. Reach: Traffic Drawing Keywords 47
  • 48. Reach: Traffic
  • 49. Reach: Social Media Network 49
  • 50. Stickiness: Subscribers • A measure of you blog’s total reach • A “sticky” number
  • 51. Engagement: Comments, Tweets
  • 52. Authority: Links 52
  • 53. Conversion: Leads & Customers
  • 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