Grow with Inbound Marketing:Spend 60% Less on Leads forCustomer AcquisitionKirsten KnippDirector, Product Evangelism, HubS...
The Bad News
Traditional Marketing Is Hard        800-555-1234        Annoying        Salesperson
The Good News…       Inbound Marketing:       Get Found using Google,       Social Media and Blogs         Top 5 Web Marke...
The Market Is Here Now
The Great News…            Source: State of Inbound Marketing 2011
Here‟s Why
Ask yourself …
Am I regularly creating remarkable content?
Am I optimizing     my content forsearch and social media?
Am I promotingmy content via all channels, including social media?
Am I converting as   many visitors intoleads and sales as I can?
Am I analyzing the results to improve my marketing?
Stop thinking like amarketer or advertiser.
Start thinking part publisher,    socializer & scientist.
Get Found Convert
Getting Found Create Optimize Promote
Know your Audience
Define your „Persona‟     • What are their goals and aspirations?     • What motivates and inspires them?     • What are t...
Draw People Down the Funnel         SUSPECT: Just Browsing, Attract Me                PROSPECT: Learning More             ...
Content for Suspects     Just Browsing, Attract Me …     Draw them in with optimized & FREE content     •   Blog Posts    ...
Content for Prospects     I’m Learning More, Help me Research?     Give mid-weight content, for the price of „staying in t...
Content for Leads     Interested, Help Solve my Problem …     Remarkable content or offers, in return for details (full fo...
Publish Everything•   Blog•   Podcast•   Videos•   Photos•   Presentations•   eBooks•   Webinars•   News Releases
Grow Traffic with Remarkable Content• Blogging Attracts More Visitors               Source: Data from over 1,500 businesse...
46% of companies who blog   have gotten revenue  because of their blog.
More Content = More Leads & Sales        • Blog More to Increase Results                        Source: HubSpot State of I...
Getting Found Create Optimize Promote
Two Sides of OptimizationOn-Page           Off-Page
How Google Weighs Optimization             On           Page           (25%)                     Off                    Pa...
How Do You Get Links?Create content worth linking to …
Blogging Attracts Inbound Links             Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
Where is Search Headed?
Where Everyone Else is Going
SEO in 2011 & BeyondOn-Page    Off-Page   Social Graph
UK Social Spend Doubling Annually
Getting Found Create Optimize Promote
Listen & Engage• Social Media Monitoring …• Twitter• Facebook Discussions• LinkedIn Answers• What’s relevant in your count...
Build Networks, Share Content of Value
What Gets Shared?Rarely                          FrequentlyShared                             Shared• Product info        ...
Content is King Across Channels“More brands are trying to work out how to drivetheir social strategies … research shows th...
Content & Social for Every Industry
Make Sharing Easy
How Can Sharing Deliver Leads?Blog Post                                                                  Tweet            ...
Social Media Drives Sales                  Source: State of Inbound Marketing 2011
Get Found Convert
47
48
Recognize This?49
Give them DirectionHome Page         Content Pages     700+ Landing Pages
Keep in Touch with Content & Offers
Help your Sales Team Connect
Get Found Convert
Become a Marketing Scientist
Qualitative: Blog & Brand-Social Reach  Recognition | Industry Websites   Thought Leadership Status                       ...
Quantitative: Overall Reach                          Courtesy of                       HubSpot Customer:
Measure Sources of Traffic, Leads & Sales                                 Courtesy of                              HubSpot...
Invest More in What Works … Inbound
Channels Gaining Importance: 2009 v. 2011
Final Thoughts(Then Workshop!)
Traditional Sales
Inbound Sales & Marketing
Can You Put the Pieces Together?                              d.j.k. on flickr
HubSpot Puts the Pieces Together
Workshop:Let’s Go Inbound …
Developing a Content Plan for Your Funnel         SUSPECT: Just Browsing, Attract Me                PROSPECT: Learning Mor...
Inbound Workshop – Use Handout 1. Form Group & Pick Company 2. Develop Persona & Content Strategy 3. Create Content Idea B...
Questions Before       We Begin?68
Form Groups & Volunteer or Pick Someone                   Form Groups &                    Find or Pick a                 ...
Additional Resources• Read “Inbound Marketing” Book  www.InboundBook.com• Grade your website:  www.WebsiteGrader.com• Try ...
Thank you!Contact Kirsten Knipp:•1-888-HubSpot•www.Twitter.com/kirstenpetra•www.LinkedIn.com/in/kirstenpetra•Company: www....
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Inbound Marketing - Get Found by More Customers (Inverness HIE Event)

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Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was adapted and used to drive a workshop for SMEs in Scotland's Highlands & Islands area. A copy of the handout can by found by searching for 'Inbound Marketing Content Workshop'

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Inbound Marketing - Get Found by More Customers (Inverness HIE Event)

  1. 1. Grow with Inbound Marketing:Spend 60% Less on Leads forCustomer AcquisitionKirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetraJune 15, 2011
  2. 2. The Bad News
  3. 3. Traditional Marketing Is Hard 800-555-1234 Annoying Salesperson
  4. 4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  5. 5. The Market Is Here Now
  6. 6. The Great News… Source: State of Inbound Marketing 2011
  7. 7. Here‟s Why
  8. 8. Ask yourself …
  9. 9. Am I regularly creating remarkable content?
  10. 10. Am I optimizing my content forsearch and social media?
  11. 11. Am I promotingmy content via all channels, including social media?
  12. 12. Am I converting as many visitors intoleads and sales as I can?
  13. 13. Am I analyzing the results to improve my marketing?
  14. 14. Stop thinking like amarketer or advertiser.
  15. 15. Start thinking part publisher, socializer & scientist.
  16. 16. Get Found Convert
  17. 17. Getting Found Create Optimize Promote
  18. 18. Know your Audience
  19. 19. Define your „Persona‟ • What are their goals and aspirations? • What motivates and inspires them? • What are their problems/pains/obstacles? • How do they consume information (on- and offline)? • What/who influences their buying decisions? • Whats important to them?19
  20. 20. Draw People Down the Funnel SUSPECT: Just Browsing, Attract Me PROSPECT: Learning More LEAD: Interested Nurture & Engage 1) Different depth & value of content at each stage 2) Different willingness to share personal data at each stage20
  21. 21. Content for Suspects Just Browsing, Attract Me … Draw them in with optimized & FREE content • Blog Posts • Short Videos • Fun Testimonials • Any Short Form Content • Other21
  22. 22. Content for Prospects I’m Learning More, Help me Research? Give mid-weight content, for the price of „staying in touch‟ Get an email address … • Tips • Checklists • Curated list of „best blogs‟ • Low touch tools (graders) • Contests • Other22
  23. 23. Content for Leads Interested, Help Solve my Problem … Remarkable content or offers, in return for details (full form) • eBooks & White Papers • Webinars • 30-Minute assessments • Free Trials • Demo Request / RFP • Other23
  24. 24. Publish Everything• Blog• Podcast• Videos• Photos• Presentations• eBooks• Webinars• News Releases
  25. 25. Grow Traffic with Remarkable Content• Blogging Attracts More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  26. 26. 46% of companies who blog have gotten revenue because of their blog.
  27. 27. More Content = More Leads & Sales • Blog More to Increase Results Source: HubSpot State of Inbound Marketing 2011
  28. 28. Getting Found Create Optimize Promote
  29. 29. Two Sides of OptimizationOn-Page Off-Page
  30. 30. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical
  31. 31. How Do You Get Links?Create content worth linking to …
  32. 32. Blogging Attracts Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  33. 33. Where is Search Headed?
  34. 34. Where Everyone Else is Going
  35. 35. SEO in 2011 & BeyondOn-Page Off-Page Social Graph
  36. 36. UK Social Spend Doubling Annually
  37. 37. Getting Found Create Optimize Promote
  38. 38. Listen & Engage• Social Media Monitoring …• Twitter• Facebook Discussions• LinkedIn Answers• What’s relevant in your country or industry?
  39. 39. Build Networks, Share Content of Value
  40. 40. What Gets Shared?Rarely FrequentlyShared Shared• Product info • New data• Free trials • Funny videos• Software documentation • Top-notch posts
  41. 41. Content is King Across Channels“More brands are trying to work out how to drivetheir social strategies … research shows thecomplementary roles the two sites [Facebook &YouTube] can take.Key findings are that brands advertising onYouTube and Facebook benefit from the attributesof each, while content is the driving force forwhether users share or ‘like’ a brand.” -Bruce Daisley, UK Head of YouTube & Google Display
  42. 42. Content & Social for Every Industry
  43. 43. Make Sharing Easy
  44. 44. How Can Sharing Deliver Leads?Blog Post Tweet Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel Joint effort Email from discussion Website Form We’ll mention you, you mention us ...we have a free tool, can you mention our website and product?... Partner Mention in Links Newsletter Unique Hubspot tokenized URL$ Web Lead via CTA Lead Source: Newsletter via Hubspot Token Traffic to Orchestra.com Courtesy of HubSpot Customer:
  45. 45. Social Media Drives Sales Source: State of Inbound Marketing 2011
  46. 46. Get Found Convert
  47. 47. 47
  48. 48. 48
  49. 49. Recognize This?49
  50. 50. Give them DirectionHome Page Content Pages 700+ Landing Pages
  51. 51. Keep in Touch with Content & Offers
  52. 52. Help your Sales Team Connect
  53. 53. Get Found Convert
  54. 54. Become a Marketing Scientist
  55. 55. Qualitative: Blog & Brand-Social Reach Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer:
  56. 56. Quantitative: Overall Reach Courtesy of HubSpot Customer:
  57. 57. Measure Sources of Traffic, Leads & Sales Courtesy of HubSpot Customer:
  58. 58. Invest More in What Works … Inbound
  59. 59. Channels Gaining Importance: 2009 v. 2011
  60. 60. Final Thoughts(Then Workshop!)
  61. 61. Traditional Sales
  62. 62. Inbound Sales & Marketing
  63. 63. Can You Put the Pieces Together? d.j.k. on flickr
  64. 64. HubSpot Puts the Pieces Together
  65. 65. Workshop:Let’s Go Inbound …
  66. 66. Developing a Content Plan for Your Funnel SUSPECT: Just Browsing, Attract Me PROSPECT: Learning More LEAD: Interested Nurture & Engage 1) Different depth & value of content at each stage 2) Different willingness to share personal data at each stage66
  67. 67. Inbound Workshop – Use Handout 1. Form Group & Pick Company 2. Develop Persona & Content Strategy 3. Create Content Idea Backlog 1. Suspect – think blog topics 2. Prospect – think checklists, tutorials 3. Lead – think eBook, assessment, trial 4. Discuss Next Steps67
  68. 68. Questions Before We Begin?68
  69. 69. Form Groups & Volunteer or Pick Someone Form Groups & Find or Pick a Volunteer
  70. 70. Additional Resources• Read “Inbound Marketing” Book www.InboundBook.com• Grade your website: www.WebsiteGrader.com• Try HubSpot for Free: www.hubspot.com/free-trial-uk• Check out more free resources: www.HubSpot.com/marketing-hubs
  71. 71. Thank you!Contact Kirsten Knipp:•1-888-HubSpot•www.Twitter.com/kirstenpetra•www.LinkedIn.com/in/kirstenpetra•Company: www.HubSpot.com•Blog: blog.HubSpot.com•Free Tool: www.WebsiteGrader.com
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