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 ...

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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  • = ENTREPRENEURS WANTED =

    We Are an International Community of Entrepreneurs Looking for New Leaders to Increase the Synergy of our Qualified Team. Come Join Us, Let’s Do this Together!!

    Overview: http://bit.ly/b1Eehh
    Testimonials: http://bit.ly/l3WEXJ
    Website: www.MyEntrepreneurCommunity.com
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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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  • Well done, hope to see more from you in the future!

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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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Marketing In A Recession - HubSpot Presentation Transcript

  • 1. Marketing in a g Recession Mike Volpe Ellie Mirman VP Inbound Marketing Inbound Marketing Manager HubSpot HubSpot Twitter: @mvolpe Twitter: @ellieeille
  • 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. How to Participate on Twitter Step Two 1. Go to http://search.twitter.com 2. Search for “#hubspot”
  • 4. Stock Market
  • 5. Recession
  • 6. Recession
  • 7. Layoffs
  • 8. Tough Times
  • 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. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 11. Inbound Marketing Blog g SEO Social Media
  • 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. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  • 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. 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. 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. 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. 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. Examples of Cost-Effective Inbound Marketing
  • 20. Be Your Own Media “Think like a p blisher” publisher” -- David Meerman Scott
  • 21. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 22. Where to Publish?
  • 23. Start a TV Show Flickr: Flickr: Matti Mattila
  • 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. Promote Your Content Flickr: Flickr: ClintJCL
  • 26. Promote Your Content
  • 27. Promote Flattering Content
  • 28. Rethink Content
  • 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. Blog Flickr: Flickr: Annie Mole
  • 31. Blog
  • 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. 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. 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. Q&A / Discussion Forums Flickr: Flickr: chelmsfordpubliclibrary
  • 36. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 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. Use SEO Flickr: Flickr: ClintJCL
  • 39. 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 40. 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
  • 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. Groups Flickr: Flickr: Vidiot
  • 43. Start Groups 14,000 M 14 000 Membersb 2,100 Members #6 in search for “marketing”
  • 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. Manage a Group • LinkedIn • Start discussions • Download email list, send newsletter • Facebook • Start discussions • Upload photos, videos • Send updates • Quality Content
  • 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. Internet Marketing Scorecard
  • 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. 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. 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. 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. HubSpot Inbound Marketing System
  • 53. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  • 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. 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. 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. 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. Track Your Competitors
  • 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. 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. 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. 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. HubSpot Training Materials and Resources
  • 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