integrating inbound marketing · inbound marketing fundamentals & best practices landing page...
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Agenda
Datto Intro
Reasons for Inbound
Convert Visitors into Leads
Analyze
1
2
3
4 4
5
Get Found
1. Time
2. Attracting New Leads
3. Understanding Web Marketing
Your list expires at 25% a year…
44% of direct mail is never opened
86% skip TV commercials
91% unsubscribe from emails
200million say “Do Not Call”
The way buyers discover & research
products has fundamentally changed
6 SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
of adult Americans use the Internet. 79%
78% of Internet users conduct product research online.
SOURCE: PEW INTERNET & AMERICAN LIFE PROJECT, MAY 2010
We need to stop interrupting what
people are interested in &
be what people are interested in.”
8
CRAIG DAVIS CHIEF CREATIVE OFFICER, WORLDWIDE J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.
Inbound marketing in a nutshell.
Get Found 1
11 SOURCE: MARKETING SHERPA, FEBRUARY 6, 2007
2. Off-Page
SEO – 75%
SEO Basics
1. On-Page
SEO – 25%
Top of the Funnel
Non-Branded, Non-Jargon
75% of Website Traffic
Middle of the Funnel
Jargon Keywords
22% of Website Traffic
Bottom
Branded
2-3%
What They Are Looking For
Specific Information on
your brand
Broader Information on
the industry or category
General Information on
the products, services &
solutions in the category
Top of the Funnel
Non-Branded, Non-Jargon
75% of Website Traffic
Middle of the Funnel
Jargon Keywords
22% of Website Traffic
Bottom
Branded
2-3%
What They Are Looking For
• Compare
• Versus
• Comparison
• Pros & Cons
• Troubleshoot
• Issue
• Resolve
• Risks
• Improve
• Solution
• Provider
• Tool
• Device
• Hardware
15
5 Rules For On-Page SEO
1. URL
2. Title Tag
3. Header Tags
4. Body Copy
5. Image Tags and Filenames
Your Customers are Online…
2. Off-Page
SEO – 75%
SEO Basics
1. On-Page
SEO – 25%
SOURCE: EMARKETER, AUGUST 2010
More than half of all Internet users read blogs at least monthly.
57% of businesses have acquired a customer through their company blog.
SOURCE: HUBSPOT, 2011
5 Tips For Blog Content
1. Answer Industry FAQs, check your email!
2. Ride the Tide
3. Demonstrate Support for your Local
Community
4. Provide How-to Based Content
5. REPURPOSE!!!
Convert 2
Bad Offer Example
26
Give people what they want.
• EDUCATIONAL EBOOKS
• FAQS
• WEBCASTS
• VENDOR COMPARISONS
• PRODUCT LITERATURE
Strategy for Offers
ToFu
MoFu
Bottom
75% of website traffic
What do I need?
22% of website traffic
Why do I need it from you?
2-3% of website traffic
Why should I buy now?
Strategy for Offers
ToFu
MoFu
Bottom
• Ebooks
• Whitepapers
• Editorial Content
• Webcasts
• Virtual Tradeshows
• EGuides
• Vendor Comparisons
• Case Studies
• Product Literature
29
Give great directions.
• CLEAR CALLS TO ACTION
• COMPELLING OFFERS
• RELEVANT LANDING PAGES
Clear Calls-to-Action & Compelling Offers
Relevant Landing Pages
Warmer Sales Calls to Leads…
What is lead nurturing?
The process of identifying
potential customers, initiating an
exchange of information, and
moving prospects through the
sales cycle toward a purchase.
Nurtured leads have
9% higher average
deal size
and 23% shorter
sales cycle
Nurture your leads
Tips For Converting Leads
1. Give people what they want - content
2. Multiple CTAs for different stages of funnel
3. Landing Pages with no navigation & social
4. Limit your fields
5. Nurture leads through the sales funnel
Analyze 3
Stay ahead of the competition
by tracking your ROI….
HubSpot
Google Analytics
Marketing Analytics to Track Conversions
Who is HubSpot 4
Complicated & Confusing
Easy & Integrated
HubSpot Training & Consulting
Dedicated technical setup & implementation help
Inbound marketing fundamentals & best practices
Landing page templates
Contact segmentation & workflow consulting
Analytics & measurement consulting
Content and social media consulting
Persona development
Marketing & sales alignment consulting
HubSpot All-in-One Marketing Software
Phil Mark
pmark@hubspot.com
857.829.5731
Rachael Plummer
rplummer@hubspot.com
857.829.5854
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