How to Use thePower ofInbound Marketingto GenerateLeads OnlineEllie Mirman@ellieeille
Top 30 Blog281k followers500k likes31k followers60k new leads/month4m free users9k customersJIMRICK
3 48 3171,1503,8555,9617,500+2006 2007 2008 2009 2010 2011 2012Success with Inbound MarketingHubSpot Customers2006 2007 20...
AgendaInbound Marketing BasicsInbound Strategy and TacticsQ&A
…the internet has turned what used tobe a controlled, one-way message intoa real-time dialoguewith millions.DANIELLE SACKS...
7of adult Americans use the Internet.79%
78%of Internet users conduct product research online.
traditionalmarketingstrategy
Traditional marketing strategies are ignored86%skip TV ads91%unsubscribe200msay DO NOT CALL44%of direct mail is never opened
inboundmarketingstrategy
HubSpot.com/SOiMInbound marketing delivers leads
HubSpot.com/SOiM…at a lower cost
Investment in inbound continues to increaseHubSpot.com/SOiM
HubSpot.com/SOiM…due to past success
58% of respondents are usinginbound marketing. more important,48% will increase their spending oninbound marketing this ye...
17Today’s approach:“GET IN THEIR FACE”when they’re not looking.Tomorrow’s approach:“GET FOUND”when they are looking.
HowInboundMarketingWORKS.
1 Get Found2 Convert3 Analyze( INBOUND )MARKETING
1 Get Foundof B2B executives usesearch engines to findgoods & services fortheir business.73%
BLOG
Why Blog?Build a marketing assetFuel the inbound marketing machineBuild thought leadership and trust123
Buildmarketingassets
Publish everything
Think aboutyourpersonasPhoto: Kadient with their personas, courtesy of David Meerman Scott
Get Into the Content Mindset• Make emails into blog posts• Turn forum posts into blogposts• Shoot videos at events• Interv...
Content fuels inbound marketingContentSearch EngineOptimizationSocial Media Landing Page OffersEmail Marketing &Lead Nurtu...
#1 for “employee uniform cleaning”
#8 for “restaurant linen cleaning”
Biggest Blogging MistakeDon’t use a “free” URL from a blog serviceNOYES• Sitex-corp.blogspot.com• Sitex-corp.typepad.com• ...
HubSpot.com/SOiM
SEO
Paid vs. Organic Search ResultsOrganic wins:• More traffic(80% clicks)• Free traffic• Longer lastingresults
A look at organic resultsWikipediaHubSpot blogarticle from 2010Free resourcesFree training
Pick Your Keyword Battles1. Search volume2. Relevance to your business3. Competition• “uniforms”• “medical uniform rentals...
How Does Google Decide?On-Page25%Off-Page75%
On-Page SEO BasicsPage titleURLHeadings & textMeta description
Off-Page SEO Basicswww.sitex-corp.comSitexMedicalApparelSitexMedicalApparel
How do you get more links?Have something worth linking to.1700+inboundlinks
SOCIAL MEDIA
What is Social Media For?
HubSpot.com/SOiMSocial media delivers customers
The best things we’ve doneto drive leads and salesthis past year is embracesocial media, establish ablog, and convinceowne...
Social Media How-ToListenShareBe Human123
Listen1• What are people saying about…– You?– Your competitors?– Their problems?• Who’s talking?– Customers– Prospects– Co...
Share2• Your content  spread your reach• Questions  start conversations• Other resources  show thought leadership
Be Human3
2 Convert
CALLS-TO-ACTION
What am I supposed to do here?
What am I supposed to do here?51
Great calls to action are…Obvious
Great calls to action are…Action-oriented
Great calls to action are…Simple& clear
Great calls to action are…Targeted
It should always be clear…What am I supposedto do here?
LANDING PAGES
What is a Landing Page?
What is a Landing Page?
Great landing pages are…Clear &simple
Great landing pages are…Focused
Great landing pages…Showvalue
Can you answer…What’s in it for me?
EMAIL
If email was a country, its1.4 billion users would makeit the largest in the world.Source: Email Marketing Reports
5 Types of EmailNewsletter or DigestDedicated EmailLead NurturingSponsorship/Partner Emails1234Transactional Emails5
No matter the type of email…Know your goal.
Good email is timely.Source: HubSpot Science of Email Marketing
Good email is relevant.Segmentedemails getclicksSource: MarketingSherpa
Good email is valuable.
Good emailis somethingsomeonewould wantto receive.
Good email has a call to action.
Good email leverages relationships.From arecognizablename andemailaddress withreal reply-toAdd apersonaltouchConnect inmul...
Good email is readable.Don’t relyon images
Good email is readable.Source: HubSpot Science of Email MarketingOptimize formobile
Good emailresults inthe desiredaction.
Best practices may not be best.Source: HubSpot Science of Email MarketingMost popular daysto send email.
Source: HubSpot Science of Email MarketingBest practices may not be best.
3 Analyze
Avoid paralysisby analysis.Focus on a fewsimple metrics.
Visits, Leads, and Customers
Results by Channel and Offer
Set targets andmeasure regularly
FINAL THOUGHT
You have thetools. Buildyour inboundmarketingmachine.
THANK YOUEllie Mirman@ellieeilleHubSpot.com/EllieMirmanHubSpot.comBlog.HubSpot.comMarketing.Grader.comEssential Step-by-St...
Power of Inbound Marketing - Bootcamp Presentation for Network Now
Power of Inbound Marketing - Bootcamp Presentation for Network Now
Power of Inbound Marketing - Bootcamp Presentation for Network Now
Power of Inbound Marketing - Bootcamp Presentation for Network Now
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Power of Inbound Marketing - Bootcamp Presentation for Network Now

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Presentation on the basic components of inbound marketing, specifically for lead generation. Presented at the half-day conference for Network Now in Bucks County, PA.

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Power of Inbound Marketing - Bootcamp Presentation for Network Now

  1. 1. How to Use thePower ofInbound Marketingto GenerateLeads OnlineEllie Mirman@ellieeille
  2. 2. Top 30 Blog281k followers500k likes31k followers60k new leads/month4m free users9k customersJIMRICK
  3. 3. 3 48 3171,1503,8555,9617,500+2006 2007 2008 2009 2010 2011 2012Success with Inbound MarketingHubSpot Customers2006 2007 2008 2009 2010 2011483171150385559613
  4. 4. AgendaInbound Marketing BasicsInbound Strategy and TacticsQ&A
  5. 5. …the internet has turned what used tobe a controlled, one-way message intoa real-time dialoguewith millions.DANIELLE SACKSTHE FUTURE OF ADVERTISINGFAST COMPANY, NOVEMBER 17, 2010
  6. 6. 7of adult Americans use the Internet.79%
  7. 7. 78%of Internet users conduct product research online.
  8. 8. traditionalmarketingstrategy
  9. 9. Traditional marketing strategies are ignored86%skip TV ads91%unsubscribe200msay DO NOT CALL44%of direct mail is never opened
  10. 10. inboundmarketingstrategy
  11. 11. HubSpot.com/SOiMInbound marketing delivers leads
  12. 12. HubSpot.com/SOiM…at a lower cost
  13. 13. Investment in inbound continues to increaseHubSpot.com/SOiM
  14. 14. HubSpot.com/SOiM…due to past success
  15. 15. 58% of respondents are usinginbound marketing. more important,48% will increase their spending oninbound marketing this year. so itslikely that if youre notusing inboundmarketing techniques,youll be competingagainst those who are.KEVIN DAUMATTRACT CUSTOMERS WHO WANT TO BUY: 7 WAYSINC.COM, APRIL 23, 2013
  16. 16. 17Today’s approach:“GET IN THEIR FACE”when they’re not looking.Tomorrow’s approach:“GET FOUND”when they are looking.
  17. 17. HowInboundMarketingWORKS.
  18. 18. 1 Get Found2 Convert3 Analyze( INBOUND )MARKETING
  19. 19. 1 Get Foundof B2B executives usesearch engines to findgoods & services fortheir business.73%
  20. 20. BLOG
  21. 21. Why Blog?Build a marketing assetFuel the inbound marketing machineBuild thought leadership and trust123
  22. 22. Buildmarketingassets
  23. 23. Publish everything
  24. 24. Think aboutyourpersonasPhoto: Kadient with their personas, courtesy of David Meerman Scott
  25. 25. Get Into the Content Mindset• Make emails into blog posts• Turn forum posts into blogposts• Shoot videos at events• Interview customers for yourblog• Repurpose company data forpublic reports• Share lessons you learnFlick Photo: Cindiann
  26. 26. Content fuels inbound marketingContentSearch EngineOptimizationSocial Media Landing Page OffersEmail Marketing &Lead Nurturing
  27. 27. #1 for “employee uniform cleaning”
  28. 28. #8 for “restaurant linen cleaning”
  29. 29. Biggest Blogging MistakeDon’t use a “free” URL from a blog serviceNOYES• Sitex-corp.blogspot.com• Sitex-corp.typepad.com• Sitex-corp.wordpress.com• Blog.Sitex-corp.com• Sitex-corp.com/Blog• UniformCleaningTips.com
  30. 30. HubSpot.com/SOiM
  31. 31. SEO
  32. 32. Paid vs. Organic Search ResultsOrganic wins:• More traffic(80% clicks)• Free traffic• Longer lastingresults
  33. 33. A look at organic resultsWikipediaHubSpot blogarticle from 2010Free resourcesFree training
  34. 34. Pick Your Keyword Battles1. Search volume2. Relevance to your business3. Competition• “uniforms”• “medical uniform rentals”• “medical uniform rentals Jasper, IN”Flickr: saeba
  35. 35. How Does Google Decide?On-Page25%Off-Page75%
  36. 36. On-Page SEO BasicsPage titleURLHeadings & textMeta description
  37. 37. Off-Page SEO Basicswww.sitex-corp.comSitexMedicalApparelSitexMedicalApparel
  38. 38. How do you get more links?Have something worth linking to.1700+inboundlinks
  39. 39. SOCIAL MEDIA
  40. 40. What is Social Media For?
  41. 41. HubSpot.com/SOiMSocial media delivers customers
  42. 42. The best things we’ve doneto drive leads and salesthis past year is embracesocial media, establish ablog, and convinceownership to acceptinbound marketingstrategy.Marketing ProfessionalManufacturing Industry201 to 500 Employees
  43. 43. Social Media How-ToListenShareBe Human123
  44. 44. Listen1• What are people saying about…– You?– Your competitors?– Their problems?• Who’s talking?– Customers– Prospects– Competitors– Thought leaders
  45. 45. Share2• Your content  spread your reach• Questions  start conversations• Other resources  show thought leadership
  46. 46. Be Human3
  47. 47. 2 Convert
  48. 48. CALLS-TO-ACTION
  49. 49. What am I supposed to do here?
  50. 50. What am I supposed to do here?51
  51. 51. Great calls to action are…Obvious
  52. 52. Great calls to action are…Action-oriented
  53. 53. Great calls to action are…Simple& clear
  54. 54. Great calls to action are…Targeted
  55. 55. It should always be clear…What am I supposedto do here?
  56. 56. LANDING PAGES
  57. 57. What is a Landing Page?
  58. 58. What is a Landing Page?
  59. 59. Great landing pages are…Clear &simple
  60. 60. Great landing pages are…Focused
  61. 61. Great landing pages…Showvalue
  62. 62. Can you answer…What’s in it for me?
  63. 63. EMAIL
  64. 64. If email was a country, its1.4 billion users would makeit the largest in the world.Source: Email Marketing Reports
  65. 65. 5 Types of EmailNewsletter or DigestDedicated EmailLead NurturingSponsorship/Partner Emails1234Transactional Emails5
  66. 66. No matter the type of email…Know your goal.
  67. 67. Good email is timely.Source: HubSpot Science of Email Marketing
  68. 68. Good email is relevant.Segmentedemails getclicksSource: MarketingSherpa
  69. 69. Good email is valuable.
  70. 70. Good emailis somethingsomeonewould wantto receive.
  71. 71. Good email has a call to action.
  72. 72. Good email leverages relationships.From arecognizablename andemailaddress withreal reply-toAdd apersonaltouchConnect inmultipleways
  73. 73. Good email is readable.Don’t relyon images
  74. 74. Good email is readable.Source: HubSpot Science of Email MarketingOptimize formobile
  75. 75. Good emailresults inthe desiredaction.
  76. 76. Best practices may not be best.Source: HubSpot Science of Email MarketingMost popular daysto send email.
  77. 77. Source: HubSpot Science of Email MarketingBest practices may not be best.
  78. 78. 3 Analyze
  79. 79. Avoid paralysisby analysis.Focus on a fewsimple metrics.
  80. 80. Visits, Leads, and Customers
  81. 81. Results by Channel and Offer
  82. 82. Set targets andmeasure regularly
  83. 83. FINAL THOUGHT
  84. 84. You have thetools. Buildyour inboundmarketingmachine.
  85. 85. THANK YOUEllie Mirman@ellieeilleHubSpot.com/EllieMirmanHubSpot.comBlog.HubSpot.comMarketing.Grader.comEssential Step-by-Step Guideto Internet Marketing:http://bit.ly/YwNa9V

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