How to Build a Business
Blog for Lead Generation
Using HubSpot
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Prashant Kaw Ellie Mirman
Inbound Marketing Manager Inbound Marketing Manager
Twitter: @prashantkaw Twitter: @ellieeille

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)

Outbound Marketing

Outbound Marketing is Broken
800-555-1234
Annoying
p
Salesperson

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
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
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www.HubSpot.com/ROI

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 content
Interact with your community
Create business opportunities
Measure results
10

Build Thought
Leadership
L d hi

Blogging is Thought Leadership
• Become a resource
• Interact with infl encers
ith influencers
• Facilitate dialogue
• Encourage subscriptions
• Build trust

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 = more visitors & power
• Pull in your personas
17

Organic Search is Better
Pay Per Click – 25% of Clicks
Organic Results
75% of Clicks
Source: Marketing Sherpa and Enquiro Research

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
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)

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

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

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 reach
27

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 beyond your blog
• Track your interactions
34

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
• Landing pages
• T k conversions
Track i
41

Convert Conversations
Targeted calls to action at every step
42

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

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
Inbound Marketing Manager Inbound Marketing Manager
Twitter: @prashantkaw Twitter: @ellieeille