Inbound Marketing Crash Course for Bryant Marketing Association
 

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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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: 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
  • Leads
  • Sales
  • …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