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Inbound Marketing Crash Course for Bryant Marketing Association

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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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  • 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 2
  • 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? 6
  • 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 36
  • 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 43
  • 44. What Skills Are Needed for Marketing? Digital Native Analytical Reach Content Creator 44
  • 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 51

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