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Power of Inbound Marketing - Bootcamp Presentation for Network Now
The document outlines the essentials of inbound marketing, emphasizing its importance in generating online leads through strategies such as content marketing, social media, and effective email campaigns. It notes a shift from traditional marketing methods to inbound techniques that connect with consumers in real-time, leveraging SEO and thought leadership. The guide provides actionable steps to help businesses enhance their inbound marketing efforts and compete effectively in the digital landscape.
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Power of Inbound Marketing - Bootcamp Presentation for Network Now
- 1. How to Usethe Power of Inbound Marketing to Generate Leads OnlineEllie Mirman @ellieeille
- 3. Top 30 Blog 281kfollowers 500k likes 31k followers 60k new leads/month 4m free users 9k customers JIM RICK
- 4. 3 48 317 1,150 3,855 5,961 7,500+ 20062007 2008 2009 2010 2011 2012 Success with Inbound Marketing HubSpot Customers 2006 2007 2008 2009 2010 2011 48 317 1150 3855 5961 3
- 5. Agenda Inbound Marketing Basics InboundStrategy and Tactics Q&A
- 6. …the internet hasturned what used to be a controlled, one-way message into a real-time dialogue with millions. DANIELLE SACKS THE FUTURE OF ADVERTISING FAST COMPANY, NOVEMBER 17, 2010
- 7. 7 of adult Americansuse the Internet.79%
- 8. 78%of Internet usersconduct product research online.
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- 10. Traditional marketing strategiesare ignored 86%skip TV ads 91%unsubscribe 200msay DO NOT CALL 44%of direct mail is never opened
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- 14. Investment in inboundcontinues to increase HubSpot.com/SOiM
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- 16. 58% of respondentsare using inbound marketing. more important, 48% will increase their spending on inbound marketing this year. so it's likely that if you're not using inbound marketing techniques, you'll be competing against those who are. KEVIN DAUM ATTRACT CUSTOMERS WHO WANT TO BUY: 7 WAYS INC.COM, APRIL 23, 2013
- 17. 17 Today’s approach: “GET INTHEIR FACE” when they’re not looking. Tomorrow’s approach: “GET FOUND” when they are looking.
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- 19. 1 Get Found 2Convert 3 Analyze ( INBOUND ) MARKETING
- 20. 1 Get Found ofB2B executives use search engines to find goods & services for their business. 73%
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- 22. Why Blog? Build amarketing asset Fuel the inbound marketing machine Build thought leadership and trust 1 2 3
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- 25. Think about your personas Photo: Kadientwith their personas, courtesy of David Meerman Scott
- 26. Get Into theContent 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
- 27. Content fuels inboundmarketing Content Search Engine Optimization Social Media Landing Page Offers Email Marketing & Lead Nurturing
- 28. #1 for “employeeuniform cleaning”
- 29. #8 for “restaurantlinen cleaning”
- 30. Biggest Blogging Mistake Don’tuse a “free” URL from a blog service NO YES • Sitex-corp.blogspot.com • Sitex-corp.typepad.com • Sitex-corp.wordpress.com • Blog.Sitex-corp.com • Sitex-corp.com/Blog • UniformCleaningTips.com
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- 33. Paid vs. OrganicSearch Results Organic wins: • More traffic (80% clicks) • Free traffic • Longer lasting results
- 34. A look atorganic results Wikipedia HubSpot blog article from 2010 Free resources Free training
- 35. Pick Your KeywordBattles 1. Search volume 2. Relevance to your business 3. Competition • “uniforms” • “medical uniform rentals” • “medical uniform rentals Jasper, IN” Flickr: saeba
- 36. How Does GoogleDecide? On-Page 25% Off-Page 75%
- 37. On-Page SEO Basics Pagetitle URL Headings & text Meta description
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- 39. How do youget more links? Have something worth linking to. 1700+ inbound links
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- 41. What is SocialMedia For?
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- 43. The best thingswe’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
- 44. Social Media How-To Listen Share BeHuman 1 2 3
- 45. Listen1 • What arepeople saying about… – You? – Your competitors? – Their problems? • Who’s talking? – Customers – Prospects – Competitors – Thought leaders
- 46. Share2 • Your content spread your reach • Questions start conversations • Other resources show thought leadership
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- 50. What am Isupposed to do here?
- 51. What am Isupposed to do here? 51
- 52. Great calls toaction are… Obvious
- 53. Great calls toaction are… Action- oriented
- 54. Great calls toaction are… Simple & clear
- 55. Great calls toaction are… Targeted
- 56. It should alwaysbe clear… What am I supposed to do here?
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- 58. What is aLanding Page?
- 59. What is aLanding Page?
- 60. Great landing pagesare… Clear & simple
- 61. Great landing pagesare… Focused
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- 63. Can you answer… What’sin it for me?
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- 65. If email wasa country, its 1.4 billion users would make it the largest in the world. Source: Email Marketing Reports
- 67. 5 Types ofEmail Newsletter or Digest Dedicated Email Lead Nurturing Sponsorship/Partner Emails 1 2 3 4 Transactional Emails5
- 68. No matter thetype of email… Know your goal.
- 69. Good email istimely. Source: HubSpot Science of Email Marketing
- 70. Good email isrelevant. Segmented emails get clicks Source: MarketingSherpa
- 72. Good email isvaluable.
- 73. Good email is something someone wouldwant to receive.
- 74. Good email hasa call to action.
- 75. Good email leveragesrelationships. From a recognizable name and email address with real reply-to Add a personal touch Connect in multiple ways
- 76. Good email isreadable. Don’t rely on images
- 77. Good email isreadable. Source: HubSpot Science of Email Marketing Optimize for mobile
- 78. Good email results in thedesired action.
- 79. Best practices maynot be best. Source: HubSpot Science of Email Marketing Most popular days to send email.
- 80. Source: HubSpot Scienceof Email Marketing Best practices may not be best.
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- 82. Avoid paralysis by analysis. Focuson a few simple metrics.
- 83. Visits, Leads, andCustomers
- 84. Results by Channeland Offer
- 85. Set targets and measureregularly
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- 87. You have the tools.Build your inbound marketing machine.
- 88. THANK YOU Ellie Mirman @ellieeille HubSpot.com/EllieMirman HubSpot.com Blog.HubSpot.com Marketing.Grader.com EssentialStep-by-Step Guide to Internet Marketing: http://bit.ly/YwNa9V