Inbound Marketing Crash Course for Bryant Marketing Association

Inbound Marketing Crash Course for Bryant Marketing Association



Presentation by Ellie Mirman for Bryant University's Marketing Association on February 24, 2010.

Presentation by Ellie Mirman for Bryant University's Marketing Association on February 24, 2010.



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Inbound Marketing Crash Course for Bryant Marketing Association Inbound Marketing Crash Course for Bryant Marketing Association Presentation Transcript

  • Inbound Marketing 101 I b d M k ti Bryant University – February 24, 2010
  • Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille Blog: HubSpot: 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:
  • 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 • – NO! • HubSpot typepad com – NO! • – NO! • – Yes • HubSpot com/Blog – Yes • – 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: 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 • • • T h ti • Existing blogs • Industry Twitterers •
  • 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
  • Leads
  • Sales
  • …By Channel or Source Visitors Leads Sales SEO Social Media
  • Start with your Website Grader report
  • 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: HubSpot Website: Blog: Inbound Marketing University Website: W b it I b dM k ti 51