Marketing Transformation and The Future of Marketing

Marketing Transformation & The Future of Marketing Ellie Mirman Inbound Inbo nd Marketing Manager @H bSpot @HubSpot Twitter: @ellieeille

The Story of HubSpot VC portfolio Integrated toolset companies i Onstartups.com for marketers doing the same 2

Marketing is Changing 1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder 800-555-1234 Annoying p Salesperson

More Bad News…

The Good News…

Inbound Marketing Blog g SEO Social Media

Inbound Is Cheaper

Why It’s Cheaper

Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee

Inbound Gives Leverage

How does this work?

Case Study: Reynolds Golf Academy •

The Results Blog Subscribers Site Visitors &L d Leads

Enterprise Feedback Software • SEO • Blog • Social Media 16

The Results 400+% increase in qualified traffic q “We find Twitter has been a great driver g of traffic to the blog, and also another great driver of awareness for us.” 1,000+% increase in blog subscribers 17

You Oughta Know Inbound Marketing • Video • 40 000 views first week 40,000 • 10,000 views first day • Social Media • #1 source = StumbleUpon • #2 source = Twitter • #3 source = Facebook • SEO • Page 1 for “inbound marketing” • 50 i b 50+ inbound li k to bl article d links blog i l

BlendTec - Will It Blend? Videos + Social Media • 55 000 i b 55,000 inbound li k d links • 83,000 YouTube subscribers • 500+ Facebook groups g p • 5 Digg front page stories • 3x Sales Increase

Questions to ask yourself... Questions to ask yourself

How can I turn my website How can I turn my website into a magnet? into a magnet?

Am I publishing Am I publishing remark‐able content?

How can I start and join How can I start and join relevant conversations? relevant conversations?

Stop thinking like a marketer or advertiser.

Start thinking like a publisher and socializer. bli h d i li

Ideas to Get Started Flickr:travelingtribe

Publish Everything • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases

Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann

Publish Everywhere

Blog Flickr: Flickr: Annie Mole

Create Great Content by Blogging

Blogging Attracts More Links

Blogging Attracts More Visitors

Blogging Brings Social Media Success

Tips You Might Not Know • Start before you have a product • Start before you have a website • Start before you have anything • All you need: a rough market and some ideas • A bl can l blog launch a company h

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 HubSpot.com/Blog • SmallBusinessHub.com – Yes

Blog as Lead Nurturing • No spam filters on RSS • RSS follows to new jobs, email doesn’t • People can comment • Build a relationship with your company • Easily shared content • Side benefits • Social media performance • SEO performance f

Target Content to Your Personas

Link-Worthy & Share-Worthy 1,000 s 1,000’s of Tweets about report - Twitter drove 30% of traffic

What Gets Shared? Rarely Frequently Shared Sh d Shared Sh d • P d t info Product i f •NNew market data k td t • Free trials • Educational content • Software documentation • Top-notch blog p p g posts

Make Sharing Easy

Customer Service is Marketing Too • Anyone can produce content about your company – customers prospects partners customers, prospects, partners, competitors, employees – and it’s publicly accessible • How are you monitoring & engaging in these conversations? 42

Twitter for Customer Service http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm

Social Media is Personal Are you going to let Comcast provide more personal service th you d ? i than do?

What about Mass DOT?

1-1 Personal Service & Advice

Home Depot on Facebook

Personal Profile vs. Business Page • Set up a Personal Profile first and then create a Business Page that y will administer g you • Personal Profiles have friends (mutual acceptance) and Business Pages have fans ( g (one-way opt-in) y p )

Create an Engaging Presence • Events • Videos • Discussions • Photos • Blog Articles

Go Viral – Leverage News Feed • News Feed shows updates on y p your and y your friends’ activity y • First thing you see when you log in • Your updates show on your profile “Wall” • Allow users to engage with you – each activity is shared with their network

Draw on Your Network

Measure Your Total Reach 52

Monitor Conversations

RSS Simplifies Reading & Monitoring Your Industry Blogs

PR Today… • …is about relationships • …is about creating content • …moves a lot faster moves • …is about communicating directly with prospects & media ith t di 55

PR is About Relationships Old Rules New Rules • Offline • Online & Offline • A few print media • Lots of multi-media • Media as gatekeeper • Media is one of many • PR firm manages • Expect direct access • Exclusive list • Inclusive list • 3-6 month editorial cal. • 30-60 minute lead time PR is now about the “public” not the media, and about friendship and sharing information not pitching information, pitching.

PR in a Social Media World is FAST Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now Elapsed Time: 50 Minutes

Measurement is Easy Online Flickr: Flickr: akisra

Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics 3 5 metrics.

Traffic

…By Channel or Source Visitors Leads Sales SEO Social Media

Internet Marketing Scorecard

Resources • Slides: http://SlideShare.net/HubSpot • Free Report: http://WebsiteGrader.com • More Tips: http://Blog HubSpot com http://Blog.HubSpot.com • S ft Software: htt //H bS t http://HubSpot.com/Free-Trial /F Ti l 65

Thank You! Slides available at SlideShare.net/HubSpot Ellie Mirman Inbound Inbo nd Marketing Manager @H bSpot @HubSpot Twitter: @ellieeille

Marketing Transformation and The Future of Marketing

by HubSpot All-in-one Marketing Software on Jan 16, 2010

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