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Inbound Marketing: Lead Generation at 60% Lower Cost - HubSpot, Ellie Mirman

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Inbound Marketing: Lead Generation at 60% Lower Cost …

Inbound Marketing: Lead Generation at 60% Lower Cost

You can generate leads and drive sales at a 60% lower cost using inbound marketing. Learn specific tips on using social media, SEO, blogging, lead nurturing, landing pages and analytics together as online marketing strategies for radically better results.

* Ellie Mirman, Inbound Marketing Manager, HubSpot (@ellieeille)

Published in: Education

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  • IntroHubSpot marketing team - marketers today come from diff backgrounds – marketers are content creatorsHubSpot is analyticalHubSpot is very focused on lead gen, content is the key to lead gen
  • What kind of content do I mean?Traditionally – brochures, collateral, advertisements
  • Need to break the addiction/connectionThis is the content marketers have been creating for decades, today consumers just tune it all out
  • TV, radio, newspapers, spam email
  • New types of content come in a variety of forms
  • Content is key
  • BlogPodcastVideosPhotosPresentationseBooksNews Releases
  • No one cares about your products or services, except youWhat are your customers’ problems?
  • http://www.flickr.com/photos/saeba/3305219409/
  • Page TitleURLH1, H2, H3 tagsPage TextMeta Description
  • Social media is part of a healthy marketing diet
  • You already have the skills - You Just Do It OfflineMeeting peopleBuilding relationshipsAsking questionsAnswering questionsBuilding trustBuilding a reputation
  • Listen toCustomersProspectsCompetitorsThought leadersPlaces to listenSearch.Twitter.comTwitter.Grader.comGoogle.com/blogsearchTechnorati.comThe conversations are already happening
  • The first step is content. Content makes you interesting.
  • CTA best practices:Action oriented & positiveSimple & clearMake it pop with colors & imagesLink both text and imagesTargeted to audience
  • Provide a clear call to action
  • A landing page allows you to convert anonymous traffic into leads with names, contact info, and interests.Landing page tipsKeep it simplePeople scan – use bullets, bold, photosShow the value of the offerShorter forms have higher conversion
  • You have to give to get
  • http://www.flickr.com/photos/ssh/12638218/
  • Guy Kawasaki: “If you have more money than brains, you should use outbound marketing. If you have more brains than money, you should use inbound marketing.”
  • Transcript

    • 1. Online Marketing Summit
      Orlando, FL | August 3, 2010
      Content is Key:
      Get Found & Generate Leads at 60% Lower Cost
      Ellie Mirman, HubSpot
      @ellieeille #OMSORL
      1
    • 2. 7/31/2010
      2
    • 3.
    • 4.
    • 5.
    • 6. Publish Everything
    • 7.
    • 8. What is Inbound Marketing?
      8
    • 9. Inbound Marketing is More Effective
      9
      60% Lower Cost Per Lead
      Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
    • 10. Flick Photo: Thomas Hawk
    • 11. 11
    • 12.
    • 13. Visitors
      Leads
      Customers
    • 14. Visitors
      Leads
      Customers
      Get Found
      Publish, optimize, & promote content
    • 15. Step 1:
      Publish Remark-able Content
    • 16. 16
    • 17.
    • 18. Kadient photo by: David Meerman Scott
    • 19. Get Into the Content Mindset
      • Make emails into blog posts
      • 20. Turn forum posts into blog posts
      • 21. Shoot videos at events
      • 22. Interview customers for your blog
      • 23. Repurpose company data for public reports
      • 24. Share lessons you learn
      Flick Photo: Cindiann
    • 25. Publish Everywhere
    • 26. Step 2:
      Optimize YourContent
    • 27. Organic Search is Better
      Free
      More traffic
      Smarter people
      Longer lasting
      Pay Per Click – 25% of Clicks
      Organic Results
      75% of Clicks
      Source: Marketing Sherpa and Enquiro Research
    • 28. Pick Your Keyword Battles
      Search volume
      Relevance to your business
      Competition
      “event”
      “community development event”
      “community development event Bastrop TX”
      Flickr: saeba
    • 29. How Does Google Decide?
      25 %
      On-Page (Context)
      75%
      Off-Page
      (Authority)
    • 30. On-Page SEO (Context)
    • 31. Optimize Every Page
      26
    • 32. Off-Page SEO (Authority)
      Recommendations from friends
      “I know HubSpot”
      “HubSpot makes great marketing software”
      You trust the person saying this
      Links are online recommendations
      Link: www.HubSpot.com
      Link with anchor text: Internet Marketing
      Link from a trusted website
    • 33. How Do You Get Links?
      Have something worth linking to.
    • 34. Blogging Means More Inbound Links
    • 35. Step 3:
      Listen & Engage in Social Media
    • 36. 31
    • 37. You Already Have the Skills
      32
    • 38. Start by Listening
    • 39. RSS Simplifies Reading & Monitoring
      Your Industry Blogs
    • 40. Engage with Your Audience
      Conversation
      AND
      Distribution
    • 41. Good Content Spreads
    • 42. Good Content Engages
    • 43. Good Content Brings Subscribers
      Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
    • 44. Visitors
      Leads
      Customers
      Convert
      Convert visitors to leads & leads to customers
    • 45. Step 4:
      Convert Visitors to Leads
    • 46. What am I supposed to do here?
      41
    • 47. What am I supposed to do here?
      42
    • 48. 43
    • 49. Landing Pages
    • 50. 45
    • 51. Shorter Forms are Better
      46
      53% Conversion
      32% Conversion
    • 52. Step 5:
      Convert Leads to Customers
    • 53. Cultivate that Relationship
    • 54. Attract visitors with content
      Visitors
      Leads
      Customers
      Convert visitors with content
      Nurture leads with content
    • 55. Visitors
      Leads
      Customers
      Measure
      Details
    • 56. Avoid Paralysis by Analysis
      Don’t measure everything.
      Simple is better than complicated.
      Focus on 3-5 metrics.
      Flickr: ssh
    • 57. Measure Your Total Reach
      52
    • 58. Visitors
    • 59. Leads
    • 60. Customers
    • 61. …By Channel or Source
      Visitors
      Leads
      Sales
      SEO
      Social
      Media
    • 62. …By Content Offer
      57
    • 63. Final Thought…
      7/31/2010
      58
    • 64. Flickr: Refracted Moments
      Flickr: Gaetoan Lee
    • 65. 60
      Thank You!
      Ellie Mirman
      Twitter: @ellieeille
      LinkedIn: linkedin.com/in/elliemirman
      HubSpot:
      Website:www.HubSpot.com
      Blog: http://Blog.HubSpot.com
      Grader:http://Grader.com
      Presentation Slides:http://SlideShare.net/HubSpot
    • 66. 61
      Thank You
      Visit
      www.onlinemarketingsummit.com
      for more information
      Follow us @OMSummit