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How to Attract More
 o      tt act o e
Customers With Content
Using HubSpot Software

 Ellie Mirman
 Inbound Marketing Manager
 HubSpot

 Twitter: @ellieeille
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Create Content
         III.   Optimize Content
         IV.
         IV     Promote Content
         V.     Convert with Content
         VI.    How to Measure It
Who is HubSpot?

•   Founded:  2006             1,700+ Customers
•   Team:  90 (15 MIT)
    T      90 (15 MIT)
•   A:  $5m General Catalyst
•   B:  $12m Matrix Partners
Traditional Marketing (Outbound)
Marketing Today (Inbound)
Marketing Has Changed


     1950 - 2000        2000 - 2050
The Good News!
Inbound Marketing Process

 Process                    Tools
 • Publish                  • Content Mgmt
 • Optimize     Get Found   • Blogging
 • Promote                  • Social Media
                            • SEO

 • Target                   • Offers / CTAs
 • Capture        Convert   • Landing Pages
 • Nurture                  • Emails
                            • Lead Intel

 • Test                     • Analytics
 • Analyze
     ay e         Analyze
 • Repeat
Proven ROI of Inbound Marketing




                 www.HubSpot.com/ROI
Proven ROI of Inbound Marketing


        Cilk Arts Increases Leads 500%


        Makana Solutions 3x Leads, 2x Conversions


        Vocio Pays for HubSpot 30x Over with New Leads


        Objective Management Group Grows Leads 360%


        Bridge Group Doubles Online Leads
            g      p

                  www.HubSpot.com/ROI
What HubSpot Software Does
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Create Content
         III.   Optimize Content
         IV.
         IV     Promote Content
         V.     Convert with Content
         VI.    How to Measure It
Small Business Owner Grows Leads 50x w/ Content

                                                   • Georgia
                                                     Golf Academyy
                                                   • Blog + ebooks +
                                                     videos =

                                                   • Increased traffic &
                                                     lead volume 50x
                                                   • 300+ blog
                                                     subscribers
                                                   • 4,000+ inbound
                                                     links
http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf-
Academy-Grows-Inbound-Leads-50x
How Many Tickets Do You Have?
More Indexed Pages
More Visitors
What Kind of Content?


                         “The kind of online content
                           that your buyers naturally
                           gravitate to.”
                         - David Meerman Scott
                         Author of The New Rules of
                           Marketing & PR




     www.webinknow.com
A Word of Caution



• B i
  Business content DOES NOT mean
                 t t
  content about the products and
  services you sell
            y
• Create content that’s useful and
  interesting to your target personas
What Content Channels Are Best?


•   Blog
•   Podcast
•   Videos
•   Photos
    Ph t
•   Presentations
•   eBooks
•   News Releases
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
Easily Edit Your Website or Blog with HubSpot




21
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Create Content
         III.   Optimize Content
         IV.
         IV     Promote Content
         V.     Convert with Content
         VI.    How to Measure It
How Do You Get to the Top?
Pick Your Keyword Battles




                 Fight for “Ninja” …     or “Ninja Halloween Costume”

Flick Photos: ExtraMedium & Simonstarr
Find Your Best Keywords




25
Two Sides of Optimization




       On-Page
       O P                  Off-Page
                            Off
Optimize “On Page”


• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
Half of On-Page SEO Is Invisible

• Description



• Keywords


• Alt text on images
HubSpot makes it easy to optimize “On-Page”
Optimize Every Web Page
Optimize Every Blog Article
Optimize “Off-Page”

• Recommendations from friends
   1. I
   1 “I know HubSpot”
             HubSpot
   2. “HubSpot has great marketing software”
   3.
   3 You trust the person saying this


• Links are online recommendations
   1. A link: www.HubSpot.com
   2.
   2 Anchor text: Internet Marketing
   3. Link is from a trusted website
How Do You Get Links?




             Have something worth linking to.
Blogging Means More Inbound Links
HubSpot tracks inbound links




35
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Create Content
         III.   Optimize Content
         IV.
         IV     Promote Content
         V.     Convert with Content
         VI.    How to Measure It
Social Media? No Time for That Nonsense!
Social Media Is Now a Staple




 Flickr: anitacanita                 Flickr: sierravalleygirl


              • Unmeasured                          • Highly measurable
              • Small scale                         • Massive scale
              • No business impact                  • Major driver of leads, sales
              • But lots of fun                     • Still fun
PR, Social-Media Style


                       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

                                              408 555-5555?



                  I will call you right now
PR, Social-Media Style




  Elapsed Time:
   50 Minutes
Social Media Drives Real Traffic

               HubSpot Blog Referrals (Q1 & Q2 2009)




                 >15% Social Media; 22.9% Google
                                  ;          g



41
How to Get Started




                               Listen




     Share Your Content

                                                Listen More
                                                Li t M




                          Build Relationships
HubSpot Helps You Listen & Engage




43
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Create Content
         III.   Optimize Content
         IV.
         IV     Promote Content
         V.     Convert with Content
         VI.    How to Measure It
Convert Traffic to Leads to Customers



     Calls to Action

     Landing Pages

     Lead Nurturing

     Lead Intelligences




45
Targeted Calls to Action at Every Step




46
Capture Leads with Landing Pages


     Limited navigation
                 g

     Clear & simple

     Form above fold




47
Lead Nurturing: Get leads to take the next step




48
Lead Intelligence for Your Sales Team
Salesforce.com or Other CRM
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    Create Content
         III.   Optimize Content
         IV.
         IV     Promote Content
         V.     Convert with Content
         VI.    How to Measure It
Track Blog Subscribers
Blog Article Performance




53
SEO Performance: Keyword Rank vs. Competition




54
SEO Performance: Inbound Links vs. Competition




55
Social Media Reach




56
How to Track Your Funnel




        Track visitors.   Track leads.   Track customers.
Analyze Each Channel & Campaign




58
Final Thoughts …
Fi l Th    ht
Build Leverage
Who Knows How to Put All the Pieces Together?




                                          d.j.k. on flickr
HubSpot Puts the Pieces Together
Thank You!

  Try HubSpot Software Free:
           p
  www.HubSpot.com/Free-Trial


Ellie Mirman
Inbound Marketing Manager
HubSpot

Twitter: @ellieeille

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How to Attract More Customers With Content Using Hubspot

  • 1. Download these slides: SlideShare.net/HubSpot How to Attract More o tt act o e Customers With Content Using HubSpot Software Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
  • 2. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 3. Who is HubSpot? • Founded:  2006 1,700+ Customers • Team:  90 (15 MIT) T 90 (15 MIT) • A:  $5m General Catalyst • B:  $12m Matrix Partners
  • 6. Marketing Has Changed 1950 - 2000 2000 - 2050
  • 8. Inbound Marketing Process Process Tools • Publish • Content Mgmt • Optimize Get Found • Blogging • Promote • Social Media • SEO • Target • Offers / CTAs • Capture Convert • Landing Pages • Nurture • Emails • Lead Intel • Test • Analytics • Analyze ay e Analyze • Repeat
  • 9. Proven ROI of Inbound Marketing www.HubSpot.com/ROI
  • 10. Proven ROI of Inbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads g p www.HubSpot.com/ROI
  • 12. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 13. Small Business Owner Grows Leads 50x w/ Content • Georgia Golf Academyy • Blog + ebooks + videos = • Increased traffic & lead volume 50x • 300+ blog subscribers • 4,000+ inbound links http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf- Academy-Grows-Inbound-Leads-50x
  • 14. How Many Tickets Do You Have?
  • 17. What Kind of Content? “The kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR www.webinknow.com
  • 18. A Word of Caution • B i Business content DOES NOT mean t t content about the products and services you sell y • Create content that’s useful and interesting to your target personas
  • 19. What Content Channels Are Best? • Blog • Podcast • Videos • Photos Ph t • Presentations • eBooks • News Releases
  • 20. 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
  • 21. Easily Edit Your Website or Blog with HubSpot 21
  • 22. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 23. How Do You Get to the Top?
  • 24. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr
  • 25. Find Your Best Keywords 25
  • 26. Two Sides of Optimization On-Page O P Off-Page Off
  • 27. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 28. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 29. HubSpot makes it easy to optimize “On-Page”
  • 32. Optimize “Off-Page” • Recommendations from friends 1. I 1 “I know HubSpot” HubSpot 2. “HubSpot has great marketing software” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  • 33. How Do You Get Links? Have something worth linking to.
  • 34. Blogging Means More Inbound Links
  • 36. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 37. Social Media? No Time for That Nonsense!
  • 38. Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun
  • 39. PR, Social-Media Style 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 408 555-5555? I will call you right now
  • 40. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 41. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 41
  • 42. How to Get Started Listen Share Your Content Listen More Li t M Build Relationships
  • 43. HubSpot Helps You Listen & Engage 43
  • 44. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 45. Convert Traffic to Leads to Customers Calls to Action Landing Pages Lead Nurturing Lead Intelligences 45
  • 46. Targeted Calls to Action at Every Step 46
  • 47. Capture Leads with Landing Pages Limited navigation g Clear & simple Form above fold 47
  • 48. Lead Nurturing: Get leads to take the next step 48
  • 49. Lead Intelligence for Your Sales Team
  • 51. Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. IV Promote Content V. Convert with Content VI. How to Measure It
  • 54. SEO Performance: Keyword Rank vs. Competition 54
  • 55. SEO Performance: Inbound Links vs. Competition 55
  • 57. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 58. Analyze Each Channel & Campaign 58
  • 61. Who Knows How to Put All the Pieces Together? d.j.k. on flickr
  • 62. HubSpot Puts the Pieces Together
  • 63. Thank You! Try HubSpot Software Free: p www.HubSpot.com/Free-Trial Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille