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

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  • 1. How to Use the Power of Inbound Marketing to GenerateEllie Mirman@ellieeille Leads Online
  • 2. Top 10 Blog 189k followers 143k likes 13k followers 45k new leads/monthJIM 4m free usersRICK 6k customers
  • 3. Success with Inbound Marketing 5961 HubSpot Customers 3855 1150 317 48 32006 2007 2008 2009 2010 2011
  • 4. AgendaInbound Marketing Basics Group Exercise Inbound Strategy and Tactics
  • 5. Marketing is changing has changed
  • 6. The traditional marketing playbook Print TV Radio PR Events Direct Mail Analytics
  • 7. 86% skip TV ads 44% of direct mail is never opened 91% unsubscribe200mSay DO NOT CALL 8
  • 8. The new marketing playbook SEO Social Media Blogging Email Marketing Lead Nurturing Social CRM Landing Pages Video Marketing Automation Marketing Analytics
  • 9. 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)
  • 10. Inbound favors brains over budget VS.
  • 11. Inbound consistently yields lower cost leads
  • 12. Trade shows ranked most expensive;blogs ranked least expensive
  • 13. 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
  • 14. 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
  • 15. 89% are maintaining or increasing theirinbound budgets
  • 16. Increases Driven by Past Success;Decreases Driven by the Economy
  • 17. Small businessvs.big business
  • 18. Small Businesses Level the Playing Field
  • 19. Inbound converts leads into customers
  • 20. HowInboundMarketingWORKS.
  • 21. 1 Get Found ( INBOUND ) MARKETING 2 Convert 3 Analyze
  • 22. 1 Get Found73%of B2B executives usesearch engines to findgoods & services fortheir business.
  • 23. BLOG
  • 24. Why Blog?1 Build a marketing asset2 Fuel the inbound marketing machine3 Build thought leadership and trust
  • 25. Buildmarketingassets
  • 26. Publish everything
  • 27. Think about your personasPhoto: Kadient with their personas, courtesy of David Meerman Scott
  • 28. 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
  • 29. Content fuels inbound marketing ContentSearch Engine Email Marketing &Optimization Lead Nurturing Social Media Landing Page Offers
  • 30. #1 for “employee uniform cleaning”
  • 31. #8 for “restaurant linen cleaning”
  • 32. 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
  • 33. 70% of Businesses Blog At Least Weekly
  • 34. Blog Frequency and Customer Acquisition
  • 35. Company Blogs are Increasingly Valued
  • 36. SEO
  • 37. Paid vs. Organic Search Results
  • 38. Paid vs. Organic Search Results Paid
  • 39. Paid vs. Organic Search ResultsOrganic
  • 40. A look at organic results Wikipedia HubSpot blog Free resources Free training
  • 41. Organic Search is Better 1 Free 3 More educated 2 More traffic 4 Longer lasting (80% clicks)
  • 42. 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
  • 43. How Does Google Decide? On-Page Off-Page 25% 75%
  • 44. On-Page SEO Basics Page title URL Headings & text Meta description
  • 45. Off-Page SEO Basics Sitex Sitex www.sitex- Medical Medical corp.com Apparel Apparel
  • 46. How do you get more links? Have something worth linking to. 1700+ inbound links
  • 47. SOCIAL MEDIA
  • 48. What is Social Media For?
  • 49. Social Media & Blogs Generate Real Customers
  • 50. Facebook Is More Effective for B2C; LinkedIn Is for B2B
  • 51. 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
  • 52. Social Media How-To 1 Listen 2 Share 3 Be Human
  • 53. 1 Listen• What are people saying about… – You? – Your competitors? – Their problems?• Who’s talking? – Customers – Prospects – Competitors – Thought leaders
  • 54. 2 Share• Your content  spread your reach• Questions  start conversations• Other resources  show thought leadership
  • 55. 3 Be Human
  • 56. Who’s ready for their grade?
  • 57. 2 Convert
  • 58. CALLS-TO-ACTION
  • 59. What am I supposed to do here?
  • 60. What am I supposed to do here? 61
  • 61. Great calls to action are… Obvious
  • 62. Great calls to action are… Action- oriented
  • 63. Great calls to action are… Simple & clear
  • 64. Great calls to action are… Targeted
  • 65. It should always be clear… What am I supposed to do here?
  • 66. LANDING PAGES
  • 67. What is a Landing Page?
  • 68. What is a Landing Page?
  • 69. Great landing pages are… Clear & simple
  • 70. Great landing pages are… Focused
  • 71. Great landing pages… Show value
  • 72. Can you answer… What’s in it for me?
  • 73. LiveLanding PageOptimization
  • 74. EMAIL
  • 75. If email was a country, its 1.4 billion users would make it the largest in the world.Source: Email Marketing Reports
  • 76. 5 Types of Email 1 Newsletter or Digest 2 Dedicated Email 3 Lead Nurturing 4 Sponsorship/Partner Emails 5 Transactional Emails
  • 77. No matter the type of email… Know your goal.
  • 78. Good email is timely.Source: HubSpot Science of Email Marketing
  • 79. Good email is relevant. Segmented emails get clicks Source: MarketingSherpa
  • 80. Good email is valuable.
  • 81. Good emailis somethingsomeonewould wantto receive.
  • 82. Good email has a call to action.
  • 83. Good email leverages relationships. From a recognizable name and email address with real reply-to Add a Connect inpersonal multiple touch ways
  • 84. Good email is readable. Don’t rely on images
  • 85. Good email is readable. Optimize for mobileSource: HubSpot Science of Email Marketing
  • 86. Good emailresults inthe desiredaction.
  • 87. Best practices may not be best. Most popular days to send email.Source: HubSpot Science of Email Marketing
  • 88. Best practices may not be best.Source: HubSpot Science of Email Marketing
  • 89. 3 Analyze
  • 90. Avoid paralysis by analysis.Focus on a fewsimple metrics.
  • 91. Visits, Leads, and Customers
  • 92. Results by Channel and Offer
  • 93. Set targets andmeasure regularly
  • 94. FINAL THOUGHT
  • 95. You have the tools. Buildyour inbound marketing machine.
  • 96. THANK YOUEllie Mirman@ellieeilleelliemirman.com HubSpot.com Blog.HubSpot.com Marketing.Grader.com HubSpot.com/SOIM

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