Marketing Transformation and The Future of Marketing

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A presentation by Ellie Mirman on January 16, 2010, at Holy Cross University. The talk was an overview of how marketing has changed and what is the future of marketing: inbound marketing.

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  • http://www.hubspot.com/customer-case-studies/bid/5278/Feedback-Management-Leader-Vovici-Grows-Qualified-Traffic-4X
  • Business accounts are meant to JUST manage your Business Page and ads – you don’t show up in searches, you can’t interact with or view other people’s profiles, and you’re limited to only managing your Business Page and AdsAdd personality and humanize your brand.We’ll talk more about Business Pages later… but you can add as many admins as you want, and admins don’t show up on the Page except among other Fans.
  • To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
  • -email your opt-in mailing list-include link in your email signature-blog about yourfacebook page-post a link or badge on your website or blog
  • Marketing Transformation and The Future of Marketing

    1. 1. Marketing Transformation & The Future of Marketing Ellie Mirman Inbound Inbo nd Marketing Manager @H bSpot @HubSpot Twitter: @ellieeille
    2. 2. The Story of HubSpot VC portfolio Integrated toolset companies i Onstartups.com for marketers doing the same 2
    3. 3. Marketing is Changing 1950 - 2000 2000 - 2050
    4. 4. Outbound Marketing
    5. 5. Outbound Marketing is Harder 800-555-1234 Annoying p Salesperson
    6. 6. More Bad News…
    7. 7. The Good News…
    8. 8. Inbound Marketing Blog g SEO Social Media
    9. 9. Inbound Is Cheaper
    10. 10. Why It’s Cheaper
    11. 11. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
    12. 12. Inbound Gives Leverage
    13. 13. How does this work?
    14. 14. Case Study: Reynolds Golf Academy •
    15. 15. The Results Blog Subscribers Site Visitors &L d Leads
    16. 16. Enterprise Feedback Software • SEO • Blog • Social Media 16
    17. 17. 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
    18. 18. 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
    19. 19. 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
    20. 20. Questions to ask yourself... Questions to ask yourself
    21. 21. How can I turn my website  How can I turn my website into a magnet? into a magnet?
    22. 22. Am I publishing Am I publishing remark‐able content?
    23. 23. How can I start and join  How can I start and join relevant conversations? relevant conversations?
    24. 24. Stop thinking like a marketer or advertiser.
    25. 25. Start thinking like a publisher and socializer. bli h d i li
    26. 26. Ideas to Get Started Flickr:travelingtribe
    27. 27. Publish Everything • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
    28. 28. 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
    29. 29. Publish Everywhere
    30. 30. Blog Flickr: Flickr: Annie Mole
    31. 31. Create Great Content by Blogging
    32. 32. Blogging Attracts More Links
    33. 33. Blogging Attracts More Visitors
    34. 34. Blogging Brings Social Media Success
    35. 35. 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
    36. 36. 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
    37. 37. 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
    38. 38. Target Content to Your Personas
    39. 39. Link-Worthy & Share-Worthy 1,000 s 1,000’s of Tweets about report - Twitter drove 30% of traffic
    40. 40. 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
    41. 41. Make Sharing Easy
    42. 42. 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
    43. 43. Twitter for Customer Service http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
    44. 44. Social Media is Personal Are you going to let Comcast provide more personal service th you d ? i than do?
    45. 45. What about Mass DOT?
    46. 46. 1-1 Personal Service & Advice
    47. 47. Home Depot on Facebook
    48. 48. 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 )
    49. 49. Create an Engaging Presence • Events • Videos • Discussions • Photos • Blog Articles
    50. 50. 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
    51. 51. Draw on Your Network
    52. 52. Measure Your Total Reach 52
    53. 53. Monitor Conversations
    54. 54. RSS Simplifies Reading & Monitoring Your Industry Blogs
    55. 55. 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
    56. 56. 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.
    57. 57. 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
    58. 58. Measurement is Easy Online Flickr: Flickr: akisra
    59. 59. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics 3 5 metrics.
    60. 60. Traffic
    61. 61. Leads
    62. 62. Sales
    63. 63. …By Channel or Source Visitors Leads Sales SEO Social Media
    64. 64. Internet Marketing Scorecard
    65. 65. 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
    66. 66. Thank You! Slides available at SlideShare.net/HubSpot Ellie Mirman Inbound Inbo nd Marketing Manager @H bSpot @HubSpot Twitter: @ellieeille

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