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...
Marketing is Changing
          has changed
Traditional Marketing = Outbound
Outbound Marketing is Broken
                               800-555-1234
                               Annoying
         ...
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       ,
& pr...
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 serv...
Get Into the Content Mindset

                        • Make emails into blog posts
                        • Turn forum p...
Publish Everywhere
Tips You Might Not Know

 • Start before you have a product
 • Start before you have a website
 • Start before you have an...
Biggest Blogging Mistake

 Don’t use a “free” URL from a blog service

 • HubSpot.blogspot.com – NO!
 • HubSpot typepad co...
Step 2:
Optimize Your Content
Organic Search is Better

   Free
                    Pay Per Click – 25% of Clicks
   More traffic

   Smarter people    ...
Pick Your Keyword Battles
1. Search volume
2.
2 Relevance to your business
3. Competition

• “event”
• “community developm...
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”...
Step 3:
Listen & Engage in Social Media
How to Get Started




                             Listen




   Share Your Content

                                    ...
What Are They Saying About You?


                         Places to listen
                         •   Search.Twitter.co...
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 &...
Landing Pages
  A landing page allows you to convert anonymous traffic
  into leads with names, contact info, and interest...
Step 5:
Measure & Analyze
Avoid Paralysis by Analysis

 • Don’t measure everything.
 • Simple is better than complicated.
 • Focus on 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

              ...
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.Hub...
Upcoming SlideShare
Loading in...5
×

Inbound Marketing Crash Course for Bryant Marketing Association

1,512

Published on

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

Published in: Business
1 Comment
6 Likes
Statistics
Notes
No Downloads
Views
Total Views
1,512
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
54
Comments
1
Likes
6
Embeds 0
No embeds

No notes for slide

Inbound Marketing Crash Course for Bryant Marketing Association

  1. 1. Inbound Marketing 101 I b d M k ti Bryant University – February 24, 2010
  2. 2. Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille Blog: www.elliemirman.com HubSpot: www.hubspot.com 2
  3. 3. Marketing is Changing has changed
  4. 4. Traditional Marketing = Outbound
  5. 5. Outbound Marketing is Broken 800-555-1234 Annoying p Salesperson
  6. 6. So … what’s INBOUND marketing? 6
  7. 7. Inbound Gives Leverage
  8. 8. Inbound Is Cheaper Source: survey of hundreds of businesses: HubSpot.com/ROI
  9. 9. Inbound Marketing Crash Course
  10. 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. 11. Step 1: Publish Remark­able Content
  12. 12. Publish Everything • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  13. 13. Target Content to Your Personas No one cares about your products or services, except you.
  14. 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. 15. Publish Everywhere
  16. 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. 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. 18. Step 2: Optimize Your Content
  19. 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. 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. 21. How Does Google Decide? On-Page Off-Page 25% 75%
  22. 22. On-Page SEO Page Title URL H1, H2, H3 tags Page Text • Bold Meta Description
  23. 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. 24. Step 3: Listen & Engage in Social Media
  25. 25. How to Get Started Listen Share Your Content Listen More Li t M Build Relationships
  26. 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. 27. RSS Simplifies Reading & Monitoring Your Industry Blogs
  28. 28. Conversation & Distribution Conversation AND Distribution
  29. 29. Good Content Spreads
  30. 30. Good Content Engages
  31. 31. Step 4: Convert Visitors to Leads
  32. 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. 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. 34. Step 5: Measure & Analyze
  35. 35. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics 3 5 metrics.
  36. 36. Measure Your Total Reach 36
  37. 37. Traffic
  38. 38. Leads
  39. 39. Sales
  40. 40. …By Channel or Source Visitors Leads Sales SEO Social Media
  41. 41. Start with your Website Grader report www.WebsiteGrader.com
  42. 42. The Modern Marketer
  43. 43. What Skills Are Needed for Marketing? D A R C 43
  44. 44. What Skills Are Needed for Marketing? Digital Native Analytical Reach Content Creator 44
  45. 45. Do This AND That.
  46. 46. (Traditional) Experience is Overrated. • Learn Faster • Tech Savvy • Creative Ideas
  47. 47. How to get there…
  48. 48. 4 Tips to Get Started 1) Show, don’t tell. 2) Network. 3) Take risks. 4) Intern. Now.
  49. 49. Training
  50. 50. Reading List
  51. 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
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×