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How to Use the Power of Inbound Marketing to Generate Leads Online

How to Use the Power of Inbound Marketing to Generate Leads Online



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    How to Use the Power of Inbound Marketing to Generate Leads Online How to Use the Power of Inbound Marketing to Generate Leads Online Presentation Transcript

    • How to Use the Power of Inbound Marketing to GenerateEllie Mirman@ellieeille Leads Online
    • Top 10 Blog 189k followers 143k likes 13k followers 45k new leads/monthJIM 4m free usersRICK 6k customers
    • Success with Inbound Marketing 5961 HubSpot Customers 3855 1150 317 48 32006 2007 2008 2009 2010 2011
    • AgendaInbound Marketing Basics Group Exercise Inbound Strategy and Tactics
    • Marketing is changing has changed
    • The traditional marketing playbook Print TV Radio PR Events Direct Mail Analytics
    • 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 8
    • The new marketing playbook SEO Social Media Blogging Email Marketing Lead Nurturing Social CRM Landing Pages Video Marketing Automation Marketing Analytics
    • 1 Where do B2B buyers1 get theirinformation? 37% Catalogs 71% 35% Seminars Internet 39% 41% Trade Trade Shows Groups Source: Rewiring Your B2B Rulebook (Research from Google & Compete, conducted in October 2011)
    • Inbound favors brains over budget VS.
    • Inbound consistently yields lower cost leads
    • Trade shows ranked most expensive;blogs ranked least expensive
    • The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.Marketing ProfessionalProfessional Services/Consulting26 to 50 Employees
    • This past year we spent a few hundred dollars on a door- hanger marketing piece and got no response—at all.Business OwnerProfessional Services/Consulting1 to 5 Employees
    • 89% are maintaining or increasing theirinbound budgets
    • Increases Driven by Past Success;Decreases Driven by the Economy
    • Small businessvs.big business
    • Small Businesses Level the Playing Field
    • Inbound converts leads into customers
    • HowInboundMarketingWORKS.
    • 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
    • 1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
    • BLOG
    • Why Blog?1 Build a marketing asset2 Fuel the inbound marketing machine3 Build thought leadership and trust
    • Buildmarketingassets
    • Publish everything
    • Think about your personasPhoto: Kadient with their personas, courtesy of David Meerman Scott
    • 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 learnFlick Photo: Cindiann
    • Content fuels inbound marketing ContentSearch Engine Email Marketing &Optimization Lead Nurturing Social Media Landing Page Offers
    • #1 for “employee uniform cleaning”
    • #8 for “restaurant linen cleaning”
    • Biggest Blogging MistakeDon’t use a “free” URL from a blog service • Sitex-corp.blogspot.com NO • Sitex-corp.typepad.com • Sitex-corp.wordpress.com • Blog.Sitex-corp.com YES • Sitex-corp.com/Blog • UniformCleaningTips.com
    • 70% of Businesses Blog At Least Weekly
    • Blog Frequency and Customer Acquisition
    • Company Blogs are Increasingly Valued
    • SEO
    • Paid vs. Organic Search Results
    • Paid vs. Organic Search Results Paid
    • Paid vs. Organic Search ResultsOrganic
    • A look at organic results Wikipedia HubSpot blog Free resources Free training
    • Organic Search is Better 1 Free 3 More educated 2 More traffic 4 Longer lasting (80% clicks)
    • Pick Your Keyword Battles 1. Search volume 2. Relevance to your business 3. Competition • “uniforms” • “medical uniform rentals” • “medical uniform rentals Jasper, IN”Flickr: saeba
    • How Does Google Decide? On-Page Off-Page 25% 75%
    • On-Page SEO Basics Page title URL Headings & text Meta description
    • Off-Page SEO Basics Sitex Sitex www.sitex- Medical Medical corp.com Apparel Apparel
    • How do you get more links? Have something worth linking to. 1700+ inbound links
    • What is Social Media For?
    • Social Media & Blogs Generate Real Customers
    • Facebook Is More Effective for B2C; LinkedIn Is for B2B
    • The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees
    • Social Media How-To 1 Listen 2 Share 3 Be Human
    • 1 Listen• What are people saying about… – You? – Your competitors? – Their problems?• Who’s talking? – Customers – Prospects – Competitors – Thought leaders
    • 2 Share• Your content  spread your reach• Questions  start conversations• Other resources  show thought leadership
    • 3 Be Human
    • Who’s ready for their grade?
    • 2 Convert
    • What am I supposed to do here?
    • What am I supposed to do here? 61
    • Great calls to action are… Obvious
    • Great calls to action are… Action- oriented
    • Great calls to action are… Simple & clear
    • Great calls to action are… Targeted
    • It should always be clear… What am I supposed to do here?
    • What is a Landing Page?
    • What is a Landing Page?
    • Great landing pages are… Clear & simple
    • Great landing pages are… Focused
    • Great landing pages… Show value
    • Can you answer… What’s in it for me?
    • LiveLanding PageOptimization
    • EMAIL
    • If email was a country, its 1.4 billion users would make it the largest in the world.Source: Email Marketing Reports
    • 5 Types of Email 1 Newsletter or Digest 2 Dedicated Email 3 Lead Nurturing 4 Sponsorship/Partner Emails 5 Transactional Emails
    • No matter the type of email… Know your goal.
    • Good email is timely.Source: HubSpot Science of Email Marketing
    • Good email is relevant. Segmented emails get clicks Source: MarketingSherpa
    • Good email is valuable.
    • Good emailis somethingsomeonewould wantto receive.
    • Good email has a call to action.
    • Good email leverages relationships. From a recognizable name and email address with real reply-to Add a Connect inpersonal multiple touch ways
    • Good email is readable. Don’t rely on images
    • Good email is readable. Optimize for mobileSource: HubSpot Science of Email Marketing
    • Good emailresults inthe desiredaction.
    • Best practices may not be best. Most popular days to send email.Source: HubSpot Science of Email Marketing
    • Best practices may not be best.Source: HubSpot Science of Email Marketing
    • 3 Analyze
    • Avoid paralysis by analysis.Focus on a fewsimple metrics.
    • Visits, Leads, and Customers
    • Results by Channel and Offer
    • Set targets andmeasure regularly
    • You have the tools. Buildyour inbound marketing machine.
    • THANK YOUEllie Mirman@ellieeilleelliemirman.com HubSpot.com Blog.HubSpot.com Marketing.Grader.com HubSpot.com/SOIM