Inbound Marketing - Get Found by More Customers (Glasgow)


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Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was delivered as a Keynote for the Scottish Enterprise Winning Through Innovation event on Fri/Jun 17th in Glasgow. A copy of the handout used to power the 2nd half workshop can by found by searching for ’Inbound Marketing Content Workshop’

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  • More money than brains vs. more brains than money …. ???
  • Blog post frequency to Customer Acquisition … more frequent blogging = more customers from blog.
  • Last, after a very fragmented beginning for social media in Europe, with geographical divergence in the popularity of varied platforms like Bebo, MySpace and ASmallWorld, Facebook is emerging as a leader across the continent. With almost 100 million European users, Facebook is the number one social network #1 in the UK, ranks as the second most visited site in France, after Google, and is growing in Germany and further east. That is great news for inbound marketers who adopt social media as a key engagement channel. Instead of trying to be present on all possible social media platforms, European marketers can start with Facebook and one or two local or vertically specialized social networks relevant to their audience.
  • * Newsletter, research, original report, press release, media relationsGenerated significant PR opportunities, including Buyer persona storyRD.comalexa #5,600
  • The use of social media and company blogs as marketing tools not only gets your company better brand exposure, but it also generates leads that result in real customer acquisition. - 57% of those using company blogs have acquired a customer from a blog-generated lead.- Similarly, 57% of companies using LinkedIn have acquired a customer from that channel.
  • If it looks like your website then …
  • CTAs on HPCTAs on every pageLanding Pages for every campaign & offer … if you are doing any Paid media, PPC, etc and you arent sending that traffic to a dedicated landing page, or a landing page with a custom URL – you are wasting your effort …
  • Once it is clear that sales should engage … you should be helping them leverage all the tools you’ve been using throughtout the marketing lifecycle to develop a personal relationship-give them access to all the leads data – what pages they’ve viewed, forms downloaded and even which email campaigns they’ve been sent-employ social crm by providing social media profiles when available so they can quickly see what is on a prospects mind both personally and professionally for rapport building and to understand the dynamics of their business … Once sales has connected – they can continue using and sharing material with the prospect that maybe they have not seen before and leverage all the great inbound content you’ve created … This is another phenomenal way that blog posts and webinars live on and provide value further down the sales cycle.
  • Measure everything … you are part scientist – part anthropologist to crunch the data … come up with hypotheses around why a certain outcome occurred and then test that hypothesis again until you find a winning formula … then do it again …
  • Needs more images … Do you have an image of where you are presenting next …Or tweets / emails of folks who follow you?
  • Measure by source … and measure by campaign … combining your most effective channels with your most effective tactics brings the most bang for buck and you should know what they are … Results Speak Louder than WordsMeasuring success with HubspotOrganic traffic growth visual (attached to email)Tracking our competitors in HubspotDiscovering keywords with Hubspot and targeting them in blogsThought Leadership status within a huge industryGot attention of SAP, a Fortune 500 giantInbound Marketing > Twitter > Lead > $$$
  • Survey participants were asked to classify each lead generation category as “below average cost,” “near average cost,” or “above average cost.” Businesses consistently ranked inbound marketing channels as having costs lower than outbound channels. PPC was the only inbound channel that was ranked among the outbound channels. - Blogs, social media and organic search maintained the top slots as least expensive. - Blogs had the highest instance of being reported as “Below Average Cost:” 55% of companies who blog indicated leads from this channel were “Below Average Cost.”
  • This graph shows the percentage of users who rated the channel as either “critical” or “important” in 2009 and 2011. - Company blogs are increasingly valued. The blog is the channel most frequently reported as critical or important, both in 2009 and 2011.- YouTube, Facebook, and Twitter are also increasingly important. Facebook and Twitter gained an additional 18%, and YouTube gained 20%.
  • This workshop, led by HubSpot Director of Product Evangelism Kirsten Knipp, will provide attendees with insight into the changing nature of business shopping and will walk attendees through hands-on, actionable steps businesses can use to take advantage of modern, inbound marketing techniques, optimize their websites to get found by more prospects and convert higher percentages of these prospects into paying customers. Activities covered in the workshop include creating content and maintaining a company blog, researching and choosing keywords for search engine optimization, engaging in social media sites, creating effective landing pages and ultimately measuring the success of inbound marketing programs.
  • Inbound Marketing - Get Found by More Customers (Glasgow)

    1. 1. Grow with Inbound Marketing:Spend 60% Less on Leads for Customer Acquisition<br />Kirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetra<br />
    2. 2. The Bad News<br />
    3. 3. Traditional Marketing Is Hard<br />800-555-1234<br />Annoying<br />Salesperson<br />
    4. 4. The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br /><br />
    5. 5. The Market Is Here Now<br />
    6. 6. The Great News…<br />Source: State of Inbound Marketing 2011<br />
    7. 7. Here’s Why<br />
    8. 8. Ask yourself …<br />
    9. 9. Am I regularly creatingremarkable content?<br />
    10. 10. Am I optimizing<br />my content for<br />search and social media?<br />
    11. 11. Am I promoting<br />my content via all channels, including social media?<br />
    12. 12. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
    13. 13. Am I analyzing the results to improve my marketing?<br />
    14. 14. Stop thinking like a<br />marketer or advertiser.<br />
    15. 15. Start thinking part publisher, socializer& scientist.<br />
    16. 16. Get Found<br />Analyze<br />Convert<br />
    17. 17. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
    18. 18. Know your Audience<br />
    19. 19. Define your ‘Persona’<br /><ul><li>What are their goals and aspirations?
    20. 20. What motivates and inspires them?
    21. 21. What are their problems/pains/obstacles?
    22. 22. How do they consume information (on- and offline)?
    23. 23. What/who influences their buying decisions?
    24. 24. What's important to them? </li></ul>19<br />
    25. 25. 20<br />Draw People Down the Funnel<br />SUSPECT: Just Browsing, Attract Me<br />PROSPECT: Learning More <br />LEAD: Interested<br />Nurture & Engage<br />Different depth & value of content at each stage<br />Different willingness to share personal data at each stage<br />
    26. 26. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />Webinars<br />News Releases<br />
    27. 27. Grow Traffic with Remarkable Content <br />Blogging Attracts More Visitors<br />Source: Data from over 1,500 businesses -<br />
    28. 28. 57% of companies who blog have gotten revenue<br />because of their blog.<br />
    29. 29. More Content = More Leads & Sales<br />Blog More to Increase Results<br />Source: HubSpot State of Inbound Marketing 2011<br />
    30. 30. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
    31. 31. Two Sides of Optimization<br />+<br />On-Page<br />Off-Page<br />
    32. 32. How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical<br />
    33. 33. How Do You Get Links?<br />Create content worth linking to …<br />
    34. 34. Blogging Attracts Inbound Links<br />Source: Data from over 1,500 businesses -<br />
    35. 35. Where is Search Headed?<br />
    36. 36. Where Everyone Else is Going<br />
    37. 37. SEO in 2011 & Beyond<br />+<br />+<br />Social Graph<br />On-Page<br />Off-Page<br />
    38. 38. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
    39. 39. Listen & Engage<br /><ul><li>Social Media Monitoring…
    40. 40. Twitter
    41. 41. Facebook Discussions
    42. 42. LinkedIn Answers
    43. 43. What’s relevant in your country or industry?</li></li></ul><li>Build Networks, Share Content of Value<br />
    44. 44. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
    45. 45. Free trials
    46. 46. Software documentation
    47. 47. New data
    48. 48. Funny videos
    49. 49. Top-notch posts</li></li></ul><li>Content is King Across Channels<br />“More brands are trying to work out how to drive their social strategies … <br />Key findings are that … content is the driving force for whether users share or ‘like’ a brand.”<br />-Bruce Daisley, UK Head of YouTube & Google Display<br />
    50. 50. Content & Social for Every Industry<br />
    51. 51. Make Sharing Easy<br />
    52. 52. Blog Post<br />Tweet<br />Orchestra uses 10 FREE business tools to run our business. Check it out:<br />Joint effort discussion<br />Email from <br />Website Form<br />...we have a free tool, can you mention our website and product?...<br />We’ll mention you, you mention us<br />Partner <br />Links<br />Mention in <br />Newsletter<br />$<br />Unique Hubspot tokenized URL<br />Web Lead via CTA<br />Traffic to <br /><br />Courtesy of HubSpot Customer: <br />Lead Source: Newsletter via Hubspot Token<br />How Can Sharing Deliver Leads?<br />
    53. 53. Blogs & Social Media Drive Real Sales<br />
    54. 54. More Cost Effectively than Traditional<br />Source: State of Inbound Marketing 2011<br />
    55. 55. Get Found<br />Analyze<br />Convert<br />
    56. 56. 44<br />Qualified Traffic Increases<br />Now Catch & Convert Leads<br />
    57. 57. Recognize This?<br />45<br />
    58. 58. Give Visitors Direction<br />Blog & ContentPages<br />Home Page<br />700+ Landing Pages<br />
    59. 59. Don’t Distract from Conversion<br />47<br />Limited navigation<br />Image that supports topic<br />Quick scan details<br />Bullet points detail the offer<br />Share links help people promote your content<br />Shorter forms above the fold are better<br />
    60. 60. Help your Sales Team Connect<br />
    61. 61. Get Found<br />Analyze<br />Convert<br />
    62. 62. Become a Marketing Scientist<br />
    63. 63. Recognition | Industry Websites<br />Thought Leadership Status<br />Web 2.0 Penetration<br />Recognition | Industry Leaders<br />Courtesy of HubSpot Customer: <br />Qualitative: Blog & Brand-Social Reach<br />
    64. 64. Courtesy of HubSpot Customer: <br />Quantitative: Overall Reach<br />
    65. 65. Measure Sources of Traffic, Leads & Sales<br />Courtesy of HubSpot Customer: <br />
    66. 66. Invest More in What Works … Inbound<br />
    67. 67. Other Marketers Are … <br />
    68. 68. Final Thoughts<br />
    69. 69. Traditional Sales<br />
    70. 70. Inbound Sales & Marketing<br />
    71. 71. Can You Put the Pieces Together?<br />d.j.k. on flickr<br />
    72. 72. HubSpot Puts the Pieces Together<br />
    73. 73. Additional Resources<br />Read “Inbound Marketing” Book<br />Grade your website:<br />Try HubSpot for Free:<br />Check out more free resources:<br />
    74. 74. Thank you!<br />Contact Kirsten Knipp:<br /><ul><li>1-888-HubSpot
    75. 75.
    76. 76.
    77. 77. Company:
    78. 78. Blog:
    79. 79. Free Tool:</li>