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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 …

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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  • 1. Grow with Inbound Marketing:Spend 60% Less on Leads forCustomer AcquisitionKirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetraJune 15, 2011
  • 2. The Bad News
  • 3. Traditional Marketing Is Hard 800-555-1234 Annoying Salesperson
  • 4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  • 5. The Market Is Here Now
  • 6. The Great News… Source: State of Inbound Marketing 2011
  • 7. Here‟s Why
  • 8. Ask yourself …
  • 9. Am I regularly creating remarkable content?
  • 10. Am I optimizing my content forsearch and social media?
  • 11. Am I promotingmy content via all channels, including social media?
  • 12. Am I converting as many visitors intoleads and sales as I can?
  • 13. Am I analyzing the results to improve my marketing?
  • 14. Stop thinking like amarketer or advertiser.
  • 15. Start thinking part publisher, socializer & scientist.
  • 16. Get Found Convert
  • 17. Getting Found Create Optimize Promote
  • 18. Know your Audience
  • 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. 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. 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. 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. 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. Publish Everything• Blog• Podcast• Videos• Photos• Presentations• eBooks• Webinars• News Releases
  • 25. Grow Traffic with Remarkable Content• Blogging Attracts More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  • 26. 46% of companies who blog have gotten revenue because of their blog.
  • 27. More Content = More Leads & Sales • Blog More to Increase Results Source: HubSpot State of Inbound Marketing 2011
  • 28. Getting Found Create Optimize Promote
  • 29. Two Sides of OptimizationOn-Page Off-Page
  • 30. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical
  • 31. How Do You Get Links?Create content worth linking to …
  • 32. Blogging Attracts Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
  • 33. Where is Search Headed?
  • 34. Where Everyone Else is Going
  • 35. SEO in 2011 & BeyondOn-Page Off-Page Social Graph
  • 36. UK Social Spend Doubling Annually
  • 37. Getting Found Create Optimize Promote
  • 38. Listen & Engage• Social Media Monitoring …• Twitter• Facebook Discussions• LinkedIn Answers• What’s relevant in your country or industry?
  • 39. Build Networks, Share Content of Value
  • 40. What Gets Shared?Rarely FrequentlyShared Shared• Product info • New data• Free trials • Funny videos• Software documentation • Top-notch posts
  • 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. Content & Social for Every Industry
  • 43. Make Sharing Easy
  • 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. Social Media Drives Sales Source: State of Inbound Marketing 2011
  • 46. Get Found Convert
  • 47. 47
  • 48. 48
  • 49. Recognize This?49
  • 50. Give them DirectionHome Page Content Pages 700+ Landing Pages
  • 51. Keep in Touch with Content & Offers
  • 52. Help your Sales Team Connect
  • 53. Get Found Convert
  • 54. Become a Marketing Scientist
  • 55. Qualitative: Blog & Brand-Social Reach Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer:
  • 56. Quantitative: Overall Reach Courtesy of HubSpot Customer:
  • 57. Measure Sources of Traffic, Leads & Sales Courtesy of HubSpot Customer:
  • 58. Invest More in What Works … Inbound
  • 59. Channels Gaining Importance: 2009 v. 2011
  • 60. Final Thoughts(Then Workshop!)
  • 61. Traditional Sales
  • 62. Inbound Sales & Marketing
  • 63. Can You Put the Pieces Together? d.j.k. on flickr
  • 64. HubSpot Puts the Pieces Together
  • 65. Workshop:Let’s Go Inbound …
  • 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. 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. Questions Before We Begin?68
  • 69. Form Groups & Volunteer or Pick Someone Form Groups & Find or Pick a Volunteer
  • 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. 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