How to Hack Your Way
to New Customers Growth Hack Talks // 24th September 2015 @hubspot // @matthewbarby #GHT15

Who is this guy? 1
Global Head of Growth & SEO at HubSpot. 2 Lecturer for the Digital Marketing Institute. 3 Award-winning blogger. 4 Worked with brands around the world to acquire new customers. @hubspot // @matthewbarby #GHT15

“Generating leads is difficult.” @hubspot
// @matthewbarby #GHT15

“Generating high quality, relevant leads
is really difficult.” @hubspot // @matthewbarby #GHT15

So…
@hubspot // @matthewbarby #GHT15

3 ‘hacks’ to help you
generate more high quality leads in less time. @hubspot // @matthewbarby #GHT15

Sounds good, right? @hubspot //
@matthewbarby #GHT15

1 Influencer Content Teams @hubspot
// @matthewbarby #GHT15

Leverage the communities of influencers
within your industry to scale community engagement, lead generation and organic search traffic. @hubspot // @matthewbarby #GHT15

The Process 1 Identify influencers
within your niche. 2 Qualify them against a set of criteria (important). 3 Align them to your content strategy. 4 Create and amplify your content. @hubspot // @matthewbarby #GHT15

Identification
@hubspot // @matthewbarby #GHT15

Identification
@hubspot // @matthewbarby #GHT15

Qualification

Here’s a peak at what
this can achieve for a startup… @hubspot // @matthewbarby #GHT15

@hubspot // @matthewbarby #GHT15

@hubspot // @matthewbarby #GHT15

2Content Lead Optimisation @hubspot //
@matthewbarby #GHT15

Grow leads through the tailoring
of individual offers within existing related content across your website. @hubspot // @matthewbarby #GHT15

@hubspot // @matthewbarby “92% of
our monthly blog leads came from posts published in the previous month or earlier.” #GHT15

@hubspot // @matthewbarby “46% of
our monthly blog leads came from just 30 posts (out of over 6,000)!” #GHT15

The Idea: Take high traffic
blog posts with low conversion and ‘reoptimise’ them to increase the distribution of lead generation. @hubspot // @matthewbarby #GHT15

Before: “how to write a
press release” @hubspot // @matthewbarby #GHT15

After: “how to write a
press release” @hubspot // @matthewbarby #GHT15

@hubspot // @matthewbarby #GHT15

The Process 1 Identify blog
posts with existing traffic. 2 Find the main keyword each article ranks for. 3 Create a CTA specific to the keyword. 4 Track the increase in conversion rate. @hubspot // @matthewbarby #GHT15

3 The Content Success Formula
@hubspot // @matthewbarby #GHT15

Run in-depth analysis on varying
aspects of our content to find the winning formula for leads, links, social shares and more. @hubspot // @matthewbarby #GHT15

What kind of analysis? @hubspot
// @matthewbarby #GHT15

For Example 1 Word count
vs organic search traffic. 2 Article title length vs Twitter shares. 3 Date of publish vs inbound links. 4 Article topic vs leads generated. 5 Words in title vs Facebook shares. @hubspot // @matthewbarby #GHT15

Time for some data.

I ran a study that
analysed the 6,192 articles within our marketing blog to find our ‘content success formula’. @hubspot // @matthewbarby #GHT15

@hubspot // @matthewbarby “Articles with
a word count between 2,250 and 2,500 earn the most organic traffic on our blog.” #GHT15

@hubspot // @matthewbarby “Articles on
our blog with headlines consisting of 11 or 14 words are shared the most on Twitter/Facebook.” #GHT15

@hubspot // @matthewbarby “Adding the
word ‘infographic’ to our blog title increase tweets by 100.05%, whilst ‘template’ added 114.60% more.” #GHT15

@hubspot // @matthewbarby “On average,
articles with >300 inbound links received the largest volume of organic search traffic.” #GHT15

@hubspot // @matthewbarby “On average,
the more social shares an article received, the greater the volume of inbound links.” #GHT15

Moral of the story… @hubspot
// @matthewbarby #GHT15

Understand what works to the
finest detail and then scale it. @hubspot // @matthewbarby #GHT15

@hubspot // @matthewbarby #GHT15