Learn how to use

1. How to Use the
Power of
Inbound Marketing
to Generate
Ellie Mirman
@ellieeille Leads Online

3. Top 10 Blog
189k followers
143k likes
13k followers
45k new leads/month
JIM
4m free users
RICK
6k customers

4. Success with Inbound Marketing
5961
HubSpot Customers
3855
1150
317
48
3
2006 2007 2008 2009 2010 2011

5. Agenda
Inbound Marketing Basics Group Exercise
Inbound Strategy and Tactics

6. Marketing is changing
has changed

7. The traditional marketing playbook
Print
TV
Radio
PR
Events
Direct Mail
Analytics

8. 86%
skip TV ads
44%
of direct mail is
never opened
91%
unsubscribe
200m
Say DO NOT CALL
8

9. The new marketing playbook
SEO
Social Media
Blogging
Email Marketing
Lead Nurturing
Social CRM
Landing Pages
Video
Marketing Automation
Marketing Analytics

10. 1
Where do
B2B buyers
1 get their
information? 37%
Catalogs
71%
35%
Seminars
Internet
39%
41% Trade
Trade Shows
Groups
Source: Rewiring Your B2B Rulebook
(Research from Google & Compete, conducted in October 2011)

11. Inbound favors brains over budget
VS.

12. Inbound consistently yields lower cost leads

13. Trade shows ranked most expensive;
blogs ranked least expensive

14. The worst thing we
did in marketing
last year was attend
several trade shows
and events with low
yield and ROI.
Marketing Professional
Professional Services/Consulting
26 to 50 Employees

15. This past year we
spent a few hundred
dollars on a door-
hanger marketing
piece and got no
response—at all.
Business Owner
Professional Services/Consulting
1 to 5 Employees

16. 89% are maintaining or increasing their
inbound budgets

17. Increases Driven by Past Success;
Decreases Driven by the Economy

18. Small business
vs.
big business

19. Small Businesses Level the Playing Field

20. Inbound converts leads into customers

21. How
Inbound
Marketing
WORKS.

22. 1 Get Found
( INBOUND )
MARKETING
2 Convert
3 Analyze

23. 1 Get Found
73%
of B2B executives use
search engines to find
goods & services for
their business.

24. BLOG

25. Why Blog?
1 Build a marketing asset
2 Fuel the inbound marketing machine
3 Build thought leadership and trust

26. Build
marketing
assets

27. Publish everything

28. Think about
your
personas
Photo: Kadient with their personas, courtesy of David Meerman Scott

29. Get Into the Content Mindset
• 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
Flick Photo: Cindiann

30. Content fuels inbound marketing
Content
Search Engine Email Marketing &
Optimization Lead Nurturing
Social Media Landing Page Offers

31. #1 for “employee uniform cleaning”

32. #8 for “restaurant linen cleaning”

33. Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
• Sitex-corp.blogspot.com
NO • Sitex-corp.typepad.com
• Sitex-corp.wordpress.com
• Blog.Sitex-corp.com
YES • Sitex-corp.com/Blog
• UniformCleaningTips.com

34. 70% of Businesses Blog At Least Weekly

35. Blog Frequency and Customer Acquisition

36. Company Blogs are Increasingly Valued

37. SEO

38. Paid vs. Organic Search Results

39. Paid vs. Organic Search Results
Paid

40. Paid vs. Organic Search Results
Organic

41. A look at organic results
Wikipedia
HubSpot blog
Free
resources
Free training

42. Organic Search is Better
1 Free 3 More educated
2 More traffic 4 Longer lasting
(80% clicks)

43. Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3. Competition
• “uniforms”
• “medical uniform rentals”
• “medical uniform rentals Jasper, IN”
Flickr: saeba

44. How Does Google Decide?
On-Page Off-Page
25% 75%

45. On-Page SEO Basics
Page title
URL
Headings & text
Meta description

46. Off-Page SEO Basics
Sitex Sitex
www.sitex-
Medical Medical
corp.com
Apparel Apparel

47. How do you get more links?
Have something worth linking to.
1700+
inbound
links

48. SOCIAL MEDIA

49. What is Social Media For?

50. Social Media & Blogs Generate Real Customers

51. Facebook Is More Effective for B2C; LinkedIn Is for B2B

52. The best things we’ve done
to drive leads and sales
this past year is embrace
social media, establish a
blog, and convince
ownership to accept
inbound marketing
strategy.
Marketing Professional
Manufacturing Industry
201 to 500 Employees

53. Social Media How-To
1 Listen
2 Share
3 Be Human

54. 1 Listen
• What are people saying about…
– You?
– Your competitors?
– Their problems?
• Who’s talking?
– Customers
– Prospects
– Competitors
– Thought leaders

55. 2 Share
• Your content  spread your reach
• Questions  start conversations
• Other resources  show thought leadership

56. 3 Be Human

57. Who’s ready for
their grade?

58. 2 Convert

59. CALLS-TO-ACTION

60. What am I supposed to do here?

61. What am I supposed to do here?
61

62. Great calls to action are…
Obvious

63. Great calls to action are…
Action-
oriented

64. Great calls to action are…
Simple
& clear

65. Great calls to action are…
Targeted

66. It should always be clear…
What am I supposed
to do here?

67. LANDING PAGES

68. What is a Landing Page?

69. What is a Landing Page?

70. Great landing pages are…
Clear &
simple

71. Great landing pages are…
Focused

72. Great landing pages…
Show
value

73. Can you answer…
What’s in it for me?

74. Live
Landing Page
Optimization

75. EMAIL

76. If email was a country, its
1.4 billion users would make
it the largest in the world.
Source: Email Marketing Reports

78. 5 Types of Email
1 Newsletter or Digest
2 Dedicated Email
3 Lead Nurturing
4 Sponsorship/Partner Emails
5 Transactional Emails

79. No matter the type of email…
Know your goal.

80. Good email is timely.
Source: HubSpot Science of Email Marketing

81. Good email is relevant.
Segmented
emails get
clicks
Source: MarketingSherpa

83. Good email is valuable.

84. Good email
is something
someone
would want
to receive.

85. Good email has a call to action.

86. Good email leverages relationships.
From a
recognizable
name and
email
address with
real reply-to
Add a
Connect in
personal
multiple
touch
ways

87. Good email is readable.
Don’t rely
on images

88. Good email is readable.
Optimize for
mobile
Source: HubSpot Science of Email Marketing

89. Good email
results in
the desired
action.

90. Best practices may not be best.
Most popular days
to send email.
Source: HubSpot Science of Email Marketing

91. Best practices may not be best.
Source: HubSpot Science of Email Marketing

92. 3 Analyze

93. Avoid paralysis
by analysis.
Focus on a few
simple metrics.

94. Visits, Leads, and Customers

95. Results by Channel and Offer

96. Set targets and
measure regularly

97. FINAL THOUGHT

98. You have the
tools. Build
your inbound
marketing
machine.

100. THANK YOU
Ellie Mirman
@ellieeille
elliemirman.com
HubSpot.com
Blog.HubSpot.com
Marketing.Grader.com
HubSpot.com/SOIM