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

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

2. Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille
Blog: www.elliemirman.com
HubSpot: www.hubspot.com
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3. Marketing is Changing
has changed

4. Traditional Marketing = Outbound

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

6. So … what’s INBOUND marketing?
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7. Inbound Gives Leverage

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

9. Inbound Marketing Crash Course

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

11. Step 1:
Publish Remark­able Content

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

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

14. 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

15. Publish Everywhere

16. 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

17. 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

18. Step 2:
Optimize Your Content

19. 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

20. 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

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

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

23. 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

24. Step 3:
Listen & Engage in Social Media

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

26. 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

27. RSS Simplifies Reading & Monitoring
Your Industry
Blogs

28. Conversation & Distribution
Conversation
AND
Distribution

29. Good Content Spreads

30. Good Content Engages

31. Step 4:
Convert Visitors to Leads

32. 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?

33. 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

34. Step 5:
Measure & Analyze

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

36. Measure Your Total Reach
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37. Traffic

38. Leads

39. Sales

40. …By Channel or Source
Visitors Leads Sales
SEO
Social
Media

41. Start with your Website Grader report
www.WebsiteGrader.com

42. The Modern Marketer

43. What Skills Are Needed for Marketing?
D
A
R
C
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44. What Skills Are Needed for Marketing?
Digital Native
Analytical
Reach
Content Creator
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45. Do This AND That.

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

47. How to get there…

48. 4 Tips to Get Started
1) Show, don’t tell.
2) Network.
3) Take risks.
4) Intern. Now.

49. Training

50. Reading List

51. 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
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