Inbound Marketing: Your Competitive Advantage

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Want to create marketing campaigns that your audience will love? Thousands of companies in the UK are using inbound marketing to help crush their competition. If your marketing strategy hasn't taken account of buyers' new habits -- or depends on renting attention -- you may soon discover you are one of the companies being crushed.

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  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • http://offers.hubspot.com/marketing-benchmarks-from-7000-businesses
  • Inbound Marketing: Your Competitive Advantage

    1. 1. INBOUNDMARKETING:YourCompetitiveAdvantage.Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat kflanagan@hubspot.com
    2. 2. This used to be a loteasier
    3. 3. Interruption WasEasyMarketers just grabbed themicrophone to shout abouttheir brands.
    4. 4. THAT MARKETING PLAYBOOKIS BROKEN. 86% 91% 44% 200M skip TV ads unsubscribe of direct mail is never on the from email opened Do Not Call list
    5. 5. So how do your customersbuy today?
    6. 6. HAS A NEED …
    7. 7. HAS A NEED … “Natural search results account for 94% of clicks” Source: MEC, via Econsultancy, August 2012
    8. 8. ASK OUR FRIENDS
    9. 9. ASK OUR FRIENDS “Facebook accounts for 47.86% of all social networking traffic in the UK” Source: Experian Hitwise, via AOP, May
    10. 10. TRUST OUR NETWORKS
    11. 11. TRUST OUR NETWORKS How trusted are the employees writing our content?
    12. 12. EDUCATE OURSELVES
    13. 13. and CONVERT
    14. 14. buy theseYou can’tcustomers, you have to earnthem.
    15. 15. OUTBOUND INBOUND VS. Cold Calling SEO SPAM Blogging Interruption Attraction Marketer Customer
    16. 16. IMPACT OF WEBSITE CONTENT ONINBOUND LEADS.
    17. 17. IMPACT OF TOTAL PUBLISHED BLOGPOSTS ON INBOUND LEADS.
    18. 18. earning isworth it!
    19. 19. TRAFFIC TO HUBSPOT.COM140000001200000010000000 8000000 6000000 4000000 2000000 0 2006 2007 2008 2009 2010 2011 2012
    20. 20. TRAFFIC TO BLOG.HUBSPOT.COM10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
    21. 21. I WANTSOME.
    22. 22. INBOUND MARKETING =CONTENT + CONTEXT.
    23. 23. ContentINBOUND MARKETING =CONTENT + CONTEXT.
    24. 24. BUILD MARKETING ASSETS. Blog & eBooks Tools Photos Videos & Podcasts Presentations
    25. 25. START WITH A PERSONA. what are their goals? what are their challenges? how can we help?
    26. 26. START WITH A PERSONA. We have an amazing Webinar series all what are their about this. goals? http://bit.ly/QDraId what are their challenges? how can we help?
    27. 27. PERSONALISE YOUR FUNNEL. TOFU Content Mapped to Buyer Needs
    28. 28. PERSONALISE YOUR FUNNEL. TOFU Content Mapped to Buyer Needs We will talk about this later.
    29. 29. BLOGGING IS A GREAT WAY TO GETSTARTED10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
    30. 30. BLOGGING IS A GREAT WAY TO GETSTARTED10,000,000 9,000,000 8,000,000 Top 3 7,000,000 6,000,000 source of 5,000,000 leads 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
    31. 31. BLOGGING IS A GREAT WAY TO GETSTARTED10,000,000 9,000,000 8,000,000 10% 7,000,000 visit 6,000,000 Hubspot.com 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
    32. 32. BLOGGING IS A GREAT WAY TO GETSTARTED10,000,000 9,000,000 10-20% 8,000,000 Lead conversion rate 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
    33. 33. BloggingIdeas?
    34. 34. GOOGLE KEYWORD TOOL The easiest way to get started with keyword research.
    35. 35. UBBERSUGGEST.org Scrapes Google Suggest. Will generate LOTS of blog post ideas
    36. 36. EVERNOTE (WEB CLIPPER) Great artists steal borrow. Fuel your brainstorm sessions
    37. 37. TRY OUR KEYWORD TOOL FORFREE http://offers.hubspot.com/free-trial- keywords-tool
    38. 38. What TopicsCan You Own?
    39. 39. The #SOIMSurvey results of 970+ marketingprofessionalsMake it into an Event.
    40. 40. The #SOIM #SOIM 2013 a lot bigger- 3000 participants- US vs INTL data Survey results of 970+ marketing professionals Make it into an Event.
    41. 41. 267,654 TwitterFollowers
    42. 42. 454,350Facebook Likes
    43. 43. 80,000+ LinkeIn Groupmembers
    44. 44. so?
    45. 45. OUR SOCIAL MEDIA TRAFFIC 2500000 2000000 1500000 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
    46. 46. OUR SOCIAL MEDIA TRAFFIC 2500000 Top 3 source 2000000 1500000 leads 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
    47. 47. OUR SOCIAL MEDIA TRAFFIC 2500000 7-10% 2000000 Lead Conversion 1500000 Rate 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
    48. 48. INBOUND MARKETING =CONTENT + CONTEXT.
    49. 49. INBOUND MARKETING= CONTENT +CONTEXT.
    50. 50. CONTEXT IS PERSONAL.
    51. 51. NOT ONE SIZE FITS ALL.
    52. 52. CONTEXT ISPERSONAL,NOT ONE SIZE FITS ALL.
    53. 53. PERSONAL IS GOOD.
    54. 54. WHAT ARE YOUR CUSTOMERSINTERESTS?
    55. 55. OFFER WHAT THEY NEED. Remember I said our conversion rate was 10-20%
    56. 56. WHERE ARE THEY IN THE BUYINGCYCLE? I’ve already got this. I am ready for this
    57. 57. ASK THE RIGHT QUESTIONS
    58. 58. THEY NEED HELP WITH DIFFERENTTHINGS get I get emails that help me with this traffic get I get emails that help me with this leads getcustomers I get emails that help me with this
    59. 59. Remember
    60. 60. INBOUND  $*.*$65 million in revenue from inbound leads
    61. 61. INBOUNDMARKETING:YourCompetitiveAdvantage.Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat kflanagan@hubspot.com

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