Online Marketing Summit<br />Orlando, FL | August 3, 2010<br />Content is Key:<br />Get Found & Generate Leads at 60% Lowe...
7/31/2010<br />2<br />
Publish Everything<br />
What is Inbound Marketing?<br />8<br />
Inbound Marketing is More Effective<br />9<br />60% Lower Cost Per Lead<br />Source: State of Inbound Marketing Report - h...
Flick Photo: Thomas Hawk<br />
11<br />
Visitors<br />Leads<br />Customers<br />
Visitors<br />Leads<br />Customers<br />Get Found<br />Publish, optimize, & promote content<br />
Step 1:<br />Publish Remark-able Content<br />
16<br />
Kadient photo by: David Meerman Scott<br />
Get Into the Content Mindset<br /><ul><li>Make emails into blog posts
Turn forum posts into blog posts
Shoot videos at events
Interview customers for your blog
Repurpose company data for public reports
Share lessons you learn</li></ul>Flick Photo: Cindiann<br />
Publish Everywhere<br />
Step 2:<br />Optimize YourContent<br />
Organic Search is Better<br />Free<br />More traffic<br />Smarter people<br />Longer lasting<br />Pay Per Click – 25% of C...
Pick Your Keyword Battles<br />Search volume<br />Relevance to your business<br />Competition<br />“event”<br />“community...
How Does Google Decide?<br />25 %<br />On-Page (Context)<br />75%<br />Off-Page<br />(Authority)<br />
On-Page SEO (Context)<br />
Optimize Every Page<br />26<br />
Off-Page SEO (Authority)<br />Recommendations from friends<br />“I know HubSpot”<br />“HubSpot makes great marketing softw...
How Do You Get Links?<br />Have something worth linking to.<br />
Blogging Means More Inbound Links<br />
Step 3:<br />Listen & Engage in Social Media<br />
31<br />
You Already Have the Skills<br />32<br />
Start by Listening<br />
RSS Simplifies Reading & Monitoring<br />Your Industry Blogs<br />
Engage with Your Audience<br />Conversation<br />AND<br />Distribution<br />
Good Content Spreads<br />
Good Content Engages<br />
Good Content Brings Subscribers<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
Visitors<br />Leads<br />Customers<br />Convert<br />Convert visitors to leads & leads to customers<br />
Step 4:<br />Convert Visitors to Leads<br />
What am I supposed to do here?<br />41<br />
What am I supposed to do here?<br />42<br />
43<br />
Landing Pages<br />
45<br />
Shorter Forms are Better<br />46<br />53% Conversion<br />32% Conversion<br />
Step 5:<br />Convert Leads to Customers<br />
Cultivate that Relationship<br />
Attract visitors with content<br />Visitors<br />Leads<br />Customers<br />Convert visitors with content<br />Nurture lead...
Visitors<br />Leads<br />Customers<br />Measure<br />Details<br />
Avoid Paralysis by Analysis<br />Don’t measure everything.<br />Simple is better than complicated.<br />Focus on 3-5 metri...
Measure Your Total Reach<br />52<br />
Visitors<br />
Leads<br />
Customers<br />
…By Channel or Source<br />Visitors<br />Leads<br />Sales<br />SEO<br />Social<br />Media<br />
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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

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 &amp; positiveSimple &amp; clearMake it pop with colors &amp; 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.”
  • Inbound Marketing: Lead Generation at 60% Lower Cost - HubSpot, Ellie Mirman

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

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