Inbound Marketing: Your Competitive Advantage

Inbound Marketing: Your Competitive Advantage
INBOUND MARKETING: Your Competitive Advantage. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com
This used to be a lot easier
Interruption Was Easy Marketers just grabbed the microphone to shout about their brands.
THAT MARKETING PLAYBOOK IS BROKEN. 86% 91% 44% 200M skip TV ads unsubscribe of direct mail is never on the from email opened Do Not Call list
So how do your customers buy today?
HAS A NEED …
HAS A NEED … “Natural search results account for 94% of clicks” Source: MEC, via Econsultancy, August 2012
ASK OUR FRIENDS
ASK OUR FRIENDS “Facebook accounts for 47.86% of all social networking traffic in the UK” Source: Experian Hitwise, via AOP, May
TRUST OUR NETWORKS
TRUST OUR NETWORKS How trusted are the employees writing our content?
EDUCATE OURSELVES
and CONVERT
buy these You can’t customers, you have to earn them.
OUTBOUND INBOUND VS. Cold Calling SEO SPAM Blogging Interruption Attraction Marketer Customer
IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.
earning is worth it!
TRAFFIC TO HUBSPOT.COM 14000000 12000000 10000000 8000000 6000000 4000000 2000000 0 2006 2007 2008 2009 2010 2011 2012
TRAFFIC TO BLOG.HUBSPOT.COM 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
I WANT SOME.
INBOUND MARKETING = CONTENT + CONTEXT.
Content INBOUND MARKETING = CONTENT + CONTEXT.
BUILD MARKETING ASSETS. Blog & eBooks Tools Photos Videos & Podcasts Presentations
START WITH A PERSONA. what are their goals? what are their challenges? how can we help?
START WITH A PERSONA. We have an amazing Webinar series all what are their about this. goals? http://bit.ly/QDraId what are their challenges? how can we help?
PERSONALISE YOUR FUNNEL. TOFU Content Mapped to Buyer Needs
PERSONALISE YOUR FUNNEL. TOFU Content Mapped to Buyer Needs We will talk about this later.
BLOGGING IS A GREAT WAY TO GET STARTED 10,000,000 9,000,000 8,000,000 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
BLOGGING IS A GREAT WAY TO GET STARTED 10,000,000 9,000,000 8,000,000 Top 3 7,000,000 6,000,000 source of 5,000,000 leads 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
BLOGGING IS A GREAT WAY TO GET STARTED 10,000,000 9,000,000 8,000,000 10% 7,000,000 visit 6,000,000 Hubspot.com 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
BLOGGING IS A GREAT WAY TO GET STARTED 10,000,000 9,000,000 10-20% 8,000,000 Lead conversion rate 7,000,000 6,000,000 5,000,000 4,000,000 3,000,000 2,000,000 1,000,000 0 2006 2007 2008 2009 2010 2011 2012
Blogging Ideas?
GOOGLE KEYWORD TOOL The easiest way to get started with keyword research.
UBBERSUGGEST.org Scrapes Google Suggest. Will generate LOTS of blog post ideas
EVERNOTE (WEB CLIPPER) Great artists steal borrow. Fuel your brainstorm sessions
TRY OUR KEYWORD TOOL FOR FREE http://offers.hubspot.com/free-trial- keywords-tool
What Topics Can You Own?
The #SOIM Survey results of 970+ marketing professionals Make it into an Event.
The #SOIM #SOIM 2013 a lot bigger - 3000 participants - US vs INTL data Survey results of 970+ marketing professionals Make it into an Event.
267,654 Twitter Followers
454,350 Facebook Likes
80,000+ LinkeIn Group members
so?
OUR SOCIAL MEDIA TRAFFIC 2500000 2000000 1500000 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
OUR SOCIAL MEDIA TRAFFIC 2500000 Top 3 source 2000000 1500000 leads 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
OUR SOCIAL MEDIA TRAFFIC 2500000 7-10% 2000000 Lead Conversion 1500000 Rate 1000000 500000 0 2006 2007 2008 2009 2010 2011 2012
CONTEXT IS PERSONAL.
NOT ONE SIZE FITS ALL.
CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
PERSONAL IS GOOD.
WHAT ARE YOUR CUSTOMERS INTERESTS?
OFFER WHAT THEY NEED. Remember I said our conversion rate was 10-20%
WHERE ARE THEY IN THE BUYING CYCLE? I’ve already got this. I am ready for this
ASK THE RIGHT QUESTIONS
THEY NEED HELP WITH DIFFERENT THINGS get I get emails that help me with this traffic get I get emails that help me with this leads get customers I get emails that help me with this
Remember
INBOUND   $*. *$65 million in revenue from inbound leads
INBOUND MARKETING: Your Competitive Advantage. Kieran Flanagan, Marketing Director (EMEA) @ HubSpot @searchbrat kflanagan@hubspot.com

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