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How to Attract More Customers With Content Using Hubspot
The document discusses HubSpot's software and its effectiveness in inbound marketing strategies, outlining steps like content creation, optimization, promotion, and conversion. It highlights successful case studies demonstrating significant increases in leads and conversions through effective use of content marketing. The presentation also emphasizes the importance of SEO, social media engagement, and analytics for measuring marketing effectiveness.
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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
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- 6. Marketing Has Changed 1950 - 2000 2000 - 2050
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- 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 ofInbound Marketing www.HubSpot.com/ROI
- 10. Proven ROI ofInbound 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
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- 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 OwnerGrows 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 TicketsDo You Have?
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- 17. What Kind ofContent? “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 ofCaution • 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 ChannelsAre Best? • Blog • Podcast • Videos • Photos Ph t • Presentations • eBooks • News Releases
- 20. Get Into theContent 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 YourWebsite 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 YouGet to the Top?
- 24. Pick Your KeywordBattles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr
- 25. Find Your BestKeywords 25
- 26. Two Sides ofOptimization 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-PageSEO Is Invisible • Description • Keywords • Alt text on images
- 29. HubSpot makes iteasy to optimize “On-Page”
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- 31. Optimize Every BlogArticle
- 32. Optimize “Off-Page” • Recommendationsfrom 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 YouGet Links? Have something worth linking to.
- 34. Blogging Means MoreInbound Links
- 35. HubSpot tracks inboundlinks 35
- 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? NoTime for That Nonsense!
- 38. Social Media IsNow 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 DrivesReal Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 41
- 42. How to GetStarted Listen Share Your Content Listen More Li t M Build Relationships
- 43. HubSpot Helps YouListen & 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 toLeads to Customers Calls to Action Landing Pages Lead Nurturing Lead Intelligences 45
- 46. Targeted Calls toAction at Every Step 46
- 47. Capture Leads withLanding Pages Limited navigation g Clear & simple Form above fold 47
- 48. Lead Nurturing: Getleads to take the next step 48
- 49. Lead Intelligence forYour Sales Team
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- 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
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- 54. SEO Performance: KeywordRank vs. Competition 54
- 55. SEO Performance: InboundLinks vs. Competition 55
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- 57. How to TrackYour Funnel Track visitors. Track leads. Track customers.
- 58. Analyze Each Channel& Campaign 58
- 59. Final Thoughts … Fil Th ht
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- 61. Who Knows Howto Put All the Pieces Together? d.j.k. on flickr
- 62. HubSpot Puts thePieces Together
- 63. Thank You! Try HubSpot Software Free: p www.HubSpot.com/Free-Trial Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille