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 Presentation Transcript

  • 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