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

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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)

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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