Learn how inbuSlides & workshop instructions for Scottish SMEs learning inbound marketing.

1. Grow with Inbound Marketing:
Spend 60% Less on Leads for
Customer Acquisition
Kirsten Knipp
Director, Product Evangelism, HubSpot
@kirstenpetra
June 15, 2011

2. The Bad News

3. Traditional Marketing Is Hard
800-555-1234
Annoying
Salesperson

4. The Good News…
Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com

5. The Market Is Here Now

6. The Great News…
Source: State of Inbound Marketing 2011

7. Here‟s Why

8. Ask yourself …

9. Am I regularly creating
remarkable content?

10. Am I optimizing
my content for
search and social media?

11. Am I promoting
my content via all channels,
including social media?

12. Am I converting as
many visitors into
leads and sales as I can?

13. Am I analyzing the results to
improve my marketing?

14. Stop thinking like a
marketer or advertiser.

15. Start thinking part publisher,
socializer & scientist.

16. Get Found
Convert

17. Getting Found
Create
Optimize
Promote

18. Know your Audience

19. Define your „Persona‟
• What are their goals and aspirations?
• What motivates and inspires them?
• What are their problems/pains/obstacles?
• How do they consume information (on- and offline)?
• What/who influences their buying decisions?
• What's important to them?
19

20. Draw People Down the Funnel
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
1) Different depth & value of content at each stage
2) Different willingness to share personal data at each stage
20

21. Content for Suspects
Just Browsing, Attract Me …
Draw them in with optimized & FREE content
• Blog Posts
• Short Videos
• Fun Testimonials
• Any Short Form Content
• Other
21

22. Content for Prospects
I’m Learning More, Help me Research?
Give mid-weight content, for the price of „staying in touch‟
Get an email address …
• Tips
• Checklists
• Curated list of „best blogs‟
• Low touch tools (graders)
• Contests
• Other
22

23. Content for Leads
Interested, Help Solve my Problem …
Remarkable content or offers, in return for details (full form)
• eBooks & White Papers
• Webinars
• 30-Minute assessments
• Free Trials
• Demo Request / RFP
• Other
23

24. Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• Webinars
• News Releases

25. Grow Traffic with Remarkable Content
• Blogging Attracts More Visitors
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI

26. 46% of companies who blog
have gotten revenue
because of their blog.

27. More Content = More Leads & Sales
• Blog More to Increase Results
Source: HubSpot State of Inbound Marketing 2011

28. Getting Found
Create
Optimize
Promote

29. Two Sides of Optimization
On-Page Off-Page

30. How Google Weighs Optimization
On
Page
(25%)
Off
Page
(75%)
Off-page optimization is critical

31. How Do You Get Links?
Create content worth linking to …

32. Blogging Attracts Inbound Links
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI

33. Where is Search Headed?

34. Where Everyone Else is Going

35. SEO in 2011 & Beyond
On-Page Off-Page Social Graph

36. UK Social Spend Doubling Annually

37. Getting Found
Create
Optimize
Promote

38. Listen & Engage
• Social Media Monitoring …
• Twitter
• Facebook Discussions
• LinkedIn Answers
• What’s relevant in your country or industry?

39. Build Networks, Share Content of Value

40. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch posts

41. Content is King Across Channels
“More brands are trying to work out how to drive
their social strategies … research shows the
complementary roles the two sites [Facebook &
YouTube] can take.
Key findings are that brands advertising on
YouTube and Facebook benefit from the attributes
of each, while content is the driving force for
whether users share or ‘like’ a brand.”
-Bruce Daisley, UK Head of YouTube & Google Display

42. Content & Social for Every Industry

43. Make Sharing Easy

44. How Can Sharing Deliver Leads?
Blog Post
Tweet
Orchestra uses 10 FREE business tools to run our
business. Check it out: http://bit.ly/8Wrel
Joint effort Email from
discussion Website Form
We’ll mention you, you mention us ...we have a free tool, can you mention our
website and product?...
Partner Mention in
Links Newsletter
Unique Hubspot tokenized URL
$ Web Lead
via CTA
Lead Source: Newsletter via Hubspot Token
Traffic to
Orchestra.com
Courtesy of
HubSpot Customer:

45. Social Media Drives Sales
Source: State of Inbound Marketing 2011

46. Get Found
Convert

47. 47

48. 48

49. Recognize This?
49

50. Give them Direction
Home Page Content Pages
700+ Landing Pages

51. Keep in Touch with Content & Offers

52. Help your Sales Team Connect

53. Get Found
Convert

54. Become a Marketing Scientist

55. Qualitative: Blog & Brand-Social Reach
Recognition | Industry Websites Thought Leadership Status
Web 2.0 Penetration
Recognition | Industry Leaders
Courtesy of
HubSpot Customer:

56. Quantitative: Overall Reach
Courtesy of
HubSpot Customer:

57. Measure Sources of Traffic, Leads & Sales
Courtesy of
HubSpot Customer:

58. Invest More in What Works … Inbound

59. Channels Gaining Importance: 2009 v. 2011

60. Final Thoughts
(Then Workshop!)

61. Traditional Sales

62. Inbound Sales & Marketing

63. Can You Put the Pieces Together?
d.j.k. on flickr

64. HubSpot Puts the Pieces Together

65. Workshop:
Let’s Go Inbound …

66. Developing a Content Plan for Your Funnel
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
1) Different depth & value of content at each stage
2) Different willingness to share personal data at each stage
66

67. Inbound Workshop – Use Handout
1. Form Group & Pick Company
2. Develop Persona & Content Strategy
3. Create Content Idea Backlog
1. Suspect – think blog topics
2. Prospect – think checklists, tutorials
3. Lead – think eBook, assessment, trial
4. Discuss Next Steps
67

68. Questions Before
We Begin?
68

69. Form Groups & Volunteer or Pick Someone
Form Groups &
Find or Pick a
Volunteer

70. Additional Resources
• Read “Inbound Marketing” Book
www.InboundBook.com
• Grade your website:
www.WebsiteGrader.com
• Try HubSpot for Free:
www.hubspot.com/free-trial-uk
• Check out more free resources:
www.HubSpot.com/marketing-hubs

71. Thank you!
Contact Kirsten Knipp:
•1-888-HubSpot
•www.Twitter.com/kirstenpetra
•www.LinkedIn.com/in/kirstenpetra
•Company: www.HubSpot.com
•Blog: blog.HubSpot.com
•Free Tool: www.WebsiteGrader.com