0
Marketing in a
        g
Recession
      Mike Volpe       Ellie Mirman
VP Inbound Marketing   Inbound Marketing Manager
  ...
How to Participate on Twitter




         Step One
         1. Login to your Twitter account
              g      y
     ...
How to Participate on Twitter




               Step Two
               1. Go to http://search.twitter.com
              ...
Stock Market
Recession
Recession
Layoffs
Tough Times
Challenges & Opportunities
  Budget         Use Brain, 
   Cuts          Not Budget
  Longer         Cheap Lead 
Sales Cyc...
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
Budget vs. Brains




Flickr:
Flickr: Refracted Moments             Flickr:
                                      Flickr: ...
Outbound vs. Inbound Marketing
1. Find a “targeted” list     1. Do inbound marketing
2. Call, email
2 Call email, mail the...
Outbound Marketing
1. Find a “targeted” list     • 10,000 people on list
2. Call, email
2 Call email, mail the list   • Ma...
Inbound Marketing
1. Do inbound marketing       • Software + tools ~$4K
2.
2 Attract people to your      • Invest 25% of y...
Outbound vs. Inbound Marketing
                 Outbound    Inbound 
                 Marketing   Marketing
Cash Cost     ...
Budget (Outbound) vs. Brains (Inbound)




Flickr:
Flickr: Refracted Moments    Flickr:
                             Flick...
Examples of
  Cost-Effective
Inbound Marketing
Be Your Own Media

 “Think like a p blisher”
               publisher”
-- David Meerman Scott
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Where to Publish?
Start a TV Show




                  Flickr:
                  Flickr: Matti Mattila
We don’t need no stinkin’ TV network.




       2,000 do
        ,000 downloads to date
                  o ds o d e
    ...
Promote Your Content




                       Flickr:
                       Flickr: ClintJCL
Promote Your Content
Promote Flattering Content
Rethink Content
What Content Do You Have?

• Content to match b er phase and concerns
                   buyer

• Do you have content targ...
Blog




       Flickr:
       Flickr: Annie Mole
Blog
Tips You Might Not Know

• Start before you ha e a prod ct
                o have product
• Start before you have a websit...
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service

• HubSpot.blogspot.com – NO!
• HubSpot typepad com – ...
Blog as Lead Nurturing
•   No spam filters on RSS
•   RSS follo s to ne jobs email doesn’t
         follows new jobs,
•   ...
Q&A / Discussion Forums




Flickr:
Flickr: chelmsfordpubliclibrary
Participate in Q&A
• Facebook
  Discussions

• Yahoo!
  Answers

• LinkedIn
  Q&A and
  Discussions
Q&A / Discussion Forums

• Short tho ghtf l ans ers
  Short, thoughtful answers

• Links to (your) blog and tools

• First...
Use SEO




          Flickr:
          Flickr: ClintJCL
25% of SEO = On Page (Visible)
• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
25% of SEO = On Page (Invisible)
• Description



• Keywords


• Alt text on images
75% of SEO = Off Page
• Recommendations from friends
 1.
 1 “I know Mike Volpe”
 2. “Mike Volpe is a marketing expert”
 3 ...
Groups




Flickr:
Flickr: Vidiot
Start Groups




     14,000 M
     14 000 Membersb           2,100 Members
#6 in search for “marketing”
Build a Group
• Generic Title (“Pro Marketers”)

• Invite employees, customers and friends

• Post on your blog, website, ...
Manage a Group
• LinkedIn
  • Start discussions
  • Download email list, send newsletter


• Facebook
  • Start discussion...
Traffic, Leads and Customers
                        Visitors from ZDNet




             Visitors          Leads         ...
Internet Marketing Scorecard
Budget (Outbound) vs. Brains (Inbound)




Flickr:
Flickr: Refracted Moments    Flickr:
                             Flick...
Priorities
•   Cut cost per lead
•   C t lo ROI programs
    Cut low
•   Cut non-lead gen activities
•   Improve lead qual...
Recession Marketing Plan

•   Buy HubSpot
    B H bSpot
•   Buy “New Rules of Marketing & PR”
•   Buy video camera
•   Ded...
Thank You!

                    Learn more about HubSpot: 
                    Learn more about HubSpot:
                 ...
HubSpot
Inbound Marketing System
Inbound Marketing System

                Content
    SEO       Management       Blogs

          Landing         Social
 ...
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D      ...
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
    ...
Getting Found: SEO for Your Whole Site

                              Page Grader
                   •   Analyze each page...
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural ...
Track Your Competitors
Lead Intelligence

         •   Track the full path of all of your
             leads through your web site
         •   A...
Making Better Marketing Decisions
                              Analytics
                 •   Integrated reports in HubSp...
Actionable Marketing Insights
                            HubFeed
               •   HubFeed “watches” your Internet
     ...
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are exper...
HubSpot Training Materials and Resources
Thank You!

                    Learn more about HubSpot: 
                    Learn more about HubSpot:
                 ...
Marketing In A Recession - HubSpot
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Marketing In A Recession - HubSpot

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In a recession, marketing budgets are often the first to get slashed. For many that means cutting programs, cutting spending and cutting staff in order to make it through the economic downturn. But marketing in a recession isn't about marketing less, it's about marketing better and smarter. This webinar will share techniques for marketing more efficiently and effectively, particularly on a tight budget.

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  • Marketing in a recession overs a unique opportunty. We tell our clients at http://controlaltelite.com.au that the possibility to expand their marketing and grow their business actually has much bigger payoffs in the long term, as everyone else is being too cautious.
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  • Interesting ppt outlining the difference between outbound marketing (expensive) and inbound (more creative and overall cheaper)
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  • Very eye opening for me. I am passionate abount internet Marketing and I am learning all the time. Your approach is very inspiring.
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Transcript of "Marketing In A Recession - HubSpot"

  1. 1. Marketing in a g Recession Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @mvolpe Twitter: @ellieeille
  2. 2. How to Participate on Twitter Step One 1. Login to your Twitter account g y 2. Comment and ask questions  including the hashtag “#hubspot”
  3. 3. How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”
  4. 4. Stock Market
  5. 5. Recession
  6. 6. Recession
  7. 7. Layoffs
  8. 8. Tough Times
  9. 9. Challenges & Opportunities Budget  Use Brain,  Cuts Not Budget Longer  Cheap Lead  Sales Cycles S l C l Nurturing N t i Lower Lead  Generate  Close Rates Close Rates More Leads More Leads
  10. 10. Outbound Marketing 800-555-1234 Annoying Salesperson
  11. 11. Inbound Marketing Blog g SEO Social Media
  12. 12. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  13. 13. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  14. 14. Outbound vs. Inbound Marketing 1. Find a “targeted” list 1. Do inbound marketing 2. Call, email 2 Call email, mail the list 2. 2 Attract people to your 3. Most of them (97%) business have no interest 3 Qualify out those that 3. 4. Those that have are interested, but not interest need to be a fit for you (50%) qualified, and sold on 4. Engage with those that your company are interested and a fit Lots of time, effort Don’t waste time, and money wasted effort, money on on uninterested uninterested prospects prospects
  15. 15. Outbound Marketing 1. Find a “targeted” list • 10,000 people on list 2. Call, email 2 Call email, mail the list • Mail email call at cost Mail, email, 3. Most of them (97%) of ~$5+ each have no interest • $50 000 investment $50,000 4. Those that have • 300 respond to this interest need to be outbound marketing qualified, and sold on • 200 are qualified leads your company • Cost per lead = $250
  16. 16. Inbound Marketing 1. Do inbound marketing • Software + tools ~$4K 2. 2 Attract people to your • Invest 25% of your time business for 3 months 3. 3 Qualify out those that • 400 people download are interested, but not your ebook a fit for you (50%) • 200 are qualified leads 4. Engage with those that are interested and a fit • Cost per lead = $20 • Cost including time @ $75K per year = $45 per lead
  17. 17. Outbound vs. Inbound Marketing Outbound  Inbound  Marketing Marketing Cash Cost $50,000 $4,000 Cash Cost per  $250 $ $20 $ Lead Time  25 Hours 10‐15 Hours /  Investment Week Total Cost per $255 $45 Lead
  18. 18. Budget (Outbound) vs. Brains (Inbound) Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee Outbound Marketing Inbound Marketing Rich, Lazy, Boring, Cheap, Creative, Exciting Inefficient Efficient & Effective
  19. 19. Examples of Cost-Effective Inbound Marketing
  20. 20. Be Your Own Media “Think like a p blisher” publisher” -- David Meerman Scott
  21. 21. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  22. 22. Where to Publish?
  23. 23. Start a TV Show Flickr: Flickr: Matti Mattila
  24. 24. We don’t need no stinkin’ TV network. 2,000 do ,000 downloads to date o ds o d e www.HubSpot.tv
  25. 25. Promote Your Content Flickr: Flickr: ClintJCL
  26. 26. Promote Your Content
  27. 27. Promote Flattering Content
  28. 28. Rethink Content
  29. 29. What Content Do You Have? • Content to match b er phase and concerns buyer • Do you have content targeted to buyers in today’s economy?
  30. 30. Blog Flickr: Flickr: Annie Mole
  31. 31. Blog
  32. 32. Tips You Might Not Know • Start before you ha e a prod ct o have product • Start before you have a website • Start before you have anything • All you need: a rough market and some ideas • A blog can launch a company
  33. 33. 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 • SmallBusinessHub.com – Yes
  34. 34. Blog as Lead Nurturing • No spam filters on RSS • RSS follo s to ne jobs email doesn’t follows new jobs, • People can comment • Build a relationship with your company • Easily shared content • Side benefits • Social media performance • S O performance SEO f
  35. 35. Q&A / Discussion Forums Flickr: Flickr: chelmsfordpubliclibrary
  36. 36. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  37. 37. Q&A / Discussion Forums • Short tho ghtf l ans ers Short, thoughtful answers • Links to (your) blog and tools • First answers are better • Long term, long tail strategy
  38. 38. Use SEO Flickr: Flickr: ClintJCL
  39. 39. 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  40. 40. 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
  41. 41. 75% of SEO = Off Page • Recommendations from friends 1. 1 “I know Mike Volpe” 2. “Mike Volpe is a marketing expert” 3 You trust the person saying this 3. • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  42. 42. Groups Flickr: Flickr: Vidiot
  43. 43. Start Groups 14,000 M 14 000 Membersb 2,100 Members #6 in search for “marketing”
  44. 44. Build a Group • Generic Title (“Pro Marketers”) • Invite employees, customers and friends • Post on your blog, website, etc. • Then it spreads virally (or repeat the steps) (or,
  45. 45. Manage a Group • LinkedIn • Start discussions • Download email list, send newsletter • Facebook • Start discussions • Upload photos, videos • Send updates • Quality Content
  46. 46. Traffic, Leads and Customers Visitors from ZDNet Visitors Leads Customers TechCrunch 5,289 754 12 ZDNet 834 72 3 Twitter 511 28 1
  47. 47. Internet Marketing Scorecard
  48. 48. Budget (Outbound) vs. Brains (Inbound) Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee Outbound Marketing Inbound Marketing Rich, Lazy, Boring, Cheap, Creative, Exciting Inefficient Efficient & Effective
  49. 49. Priorities • Cut cost per lead • C t lo ROI programs Cut low • Cut non-lead gen activities • Improve lead quality • Increase lead generation • Focus on ROI measurement • Use inbound marketing…
  50. 50. Recession Marketing Plan • Buy HubSpot B H bSpot • Buy “New Rules of Marketing & PR” • Buy video camera • Dedicate time to inbound marketing • Cost: $20/day for 2009
  51. 51. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
  52. 52. HubSpot Inbound Marketing System
  53. 53. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  54. 54. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each y g keyword(phrase) and how to make further improvements
  55. 55. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  56. 56. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  57. 57. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  58. 58. Track Your Competitors
  59. 59. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, g information submitted via web forms created) • Increase close rate through i improved l d quality d lead lit
  60. 60. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  61. 61. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your d t b d data
  62. 62. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  63. 63. HubSpot Training Materials and Resources
  64. 64. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager Twitter: @mvolpe Twitter: @ellieeille
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