Inbound Marketing Crash Course for Bryant Marketing Association

Inbound Marketing 101 I b d M k ti Bryant University – February 24, 2010

Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille Blog: www.elliemirman.com HubSpot: www.hubspot.com 2

Marketing is Changing has changed

Traditional Marketing = Outbound

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

So … what’s INBOUND marketing? 6

Inbound Gives Leverage

Inbound Is Cheaper Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Marketing Crash Course

The Sales & Marketing Funnel Website Visitors Get Found Publish, optimize, , p , & promote content Leads Convert Convert visitors to leads & leads to customers Customers

Step 1: Publish Remarkable Content

Publish Everything • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases

Target Content to Your Personas No one cares about your products or services, except you.

Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann

Publish Everywhere

Tips You Might Not Know • Start before you have a product • Start before you have a website • Start before you have anything • All you need: a rough market and some ideas • A bl can l blog launch a company h

Biggest Blogging Mistake Don’t use a “free” URL from a blog service • HubSpot.blogspot.com – NO! • HubSpot typepad com – NO! HubSpot.typepad.com • HubSpot.wordpress.com – NO! • Blog.HubSpot.com – Yes • HubSpot com/Blog – Yes HubSpot.com/Blog • SmallBusinessHub.com – Yes

Step 2: Optimize Your Content

Organic Search is Better Free Pay Per Click – 25% of Clicks More traffic Smarter people Organic Results 75% of Clicks Longer lasting Source: Marketing Sherpa and Enquiro Research

Pick Your Keyword Battles 1. Search volume 2. 2 Relevance to your business 3. Competition • “event” • “community development event” • “community development event Bastrop TX” TX Flickr: saeba

How Does Google Decide? On-Page Off-Page 25% 75%

On-Page SEO Page Title URL H1, H2, H3 tags Page Text • Bold Meta Description

Off-Page SEO Recommendations from friends 1. know H bS t” 1 “I k HubSpot” 2. “HubSpot is a marketing expert” 3. You t t th 3 Y trust the person saying this i thi Links are online recommendations 1. Link: www.HubSpot.com p 2. Link with anchor text: Internet Marketing 3. Link from a trusted website

Step 3: Listen & Engage in Social Media

How to Get Started Listen Share Your Content Listen More Li t M Build Relationships

What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com T h ti • Existing blogs • Industry Twitterers • Twitter.grader.com

RSS Simplifies Reading & Monitoring Your Industry Blogs

Conversation & Distribution Conversation AND Distribution

Good Content Spreads

Good Content Engages

Step 4: Convert Visitors to Leads

Calls to Action • Are your offers compelling? • Call to action best practices • Action oriented & positive • Simple & clear • Make it pop with colors & images • Link both text and images • Targeted to audience g • Make it clear: What am I supposed to do here?

Landing Pages A landing page allows you to convert anonymous traffic into leads with names, contact info, and interests. , , Landing p g tips g page p • Keep it simple • People scan – use bullets, bold, bold photos • Show the value of the offer • Shorter forms have higher conversion

Step 5: Measure & Analyze

Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics 3 5 metrics.

Measure Your Total Reach 36

Traffic

…By Channel or Source Visitors Leads Sales SEO Social Media

Start with your Website Grader report www.WebsiteGrader.com

The Modern Marketer

What Skills Are Needed for Marketing? D A R C 43

What Skills Are Needed for Marketing? Digital Native Analytical Reach Content Creator 44

Do This AND That.

(Traditional) Experience is Overrated. • Learn Faster • Tech Savvy • Creative Ideas

How to get there…

4 Tips to Get Started 1) Show, don’t tell. 2) Network. 3) Take risks. 4) Intern. Now.

Training

Reading List

Questions? Ellie Mirman Twitter: @ellieeille Blog: www.elliemirman.com HubSpot Website: www.HubSpot.com Blog: http://Blog.HubSpot.com Inbound Marketing University Website: W b it www.InboundMarketing.com I b dM k ti 51

Inbound Marketing Crash Course for Bryant Marketing Association

by HubSpot All-in-one Marketing Software on Feb 24, 2010

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 1

Statistics

Inbound Marketing Crash Course for Bryant Marketing Association — Presentation Transcript