Transcript
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April 12, 2023

Grow with Inbound Marketing:Spend 60% Less on Leads for Customer Acquisition

Kirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetra

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The Bad News

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The Good News…

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

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The Great News…

Source: State of Inbound Marketing 2011

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Here’s Why

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Ask yourself …

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Am I regularly creating remarkable content?

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Am I optimizingmy content for

search and social media?

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Am I promotingmy content via all

channels, including social media?

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Am I converting asmany visitors into

leads and sales as I can?

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Am I analyzing the results to improve my

marketing?

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Stop thinking like amarketer or advertiser.

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Start thinking part publisher, socializer &

scientist.

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Get Found

Convert

Ana

lyze

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Getting Found

Create

Optimize

Promote

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Know your Audience

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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?

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Draw People Down the Funnel

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SUSPECT: Just Browsing, Attract Me

PROSPECT: Learning More

LEAD: Interested

Nurture & Engage

1) Different depth & value of content at each stage2) Different willingness to share personal data at each stage

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Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• Webinars• News Releases

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Grow Traffic with Remarkable Content

• Blogging Attracts More Visitors

Source: Data from over 1,500 businesses - http://hub.tm/BlogROI

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57% of companies who blog have gotten

revenuebecause of their blog.

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More Content = More Leads & Sales

• Blog More to Increase Results

Source: HubSpot State of Inbound Marketing 2011

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Getting Found

Create

Optimize

Promote

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Two Sides of Optimization

On-Page Off-Page

+

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How Google Weighs Optimization

Off-page optimization is critical

On Page

(25%)

Off Page(75%)

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How Do You Get Links?

Create content worth linking to …

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Blogging Attracts Inbound Links

Source: Data from over 1,500 businesses - http://hub.tm/BlogROI

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Where is Search Headed?

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Where Everyone Else is Going

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SEO in 2011 & Beyond

On-Page Off-Page

+ +

Social Graph

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Getting Found

Create

Optimize

Promote

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Listen & Engage

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

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Build Networks, Share Content of Value

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What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New data• Funny videos• Top-notch posts

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Content is King Across Channels

“More brands are trying to work out how to drive their social strategies …

Key findings are that … content is the driving force for whether users share or ‘like’ a brand.”

-Bruce Daisley, UK Head of YouTube & Google Display

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Content & Social for Every Industry

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Make Sharing Easy

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$

Tweet

Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel

Blog Post

Email from Website Form

...we have a free tool, can you mention our website and product?...

Joint effort discussion

We’ll mention you, you mention us

Partner Links

Mention in Newsletter

Unique Hubspot tokenized URL

Traffic to Orchestra.com

Web Lead via CTA

Lead Source: Newsletter via Hubspot Token

How Can Sharing Deliver Leads?

Courtesy of HubSpot Customer:

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Blogs & Social Media Drive Real Sales

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More Cost Effectively than Traditional

Source: State of Inbound Marketing 2011

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Get Found

Convert

Ana

lyze

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Qualified Traffic IncreasesNow Catch & Convert Leads

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Recognize This?

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Give Visitors Direction

700+ Landing Pages

Blog & Content PagesHome Page

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Don’t Distract from Conversion

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Image that supports topic

Limited navigation

Quick scan details

Bullet points detail the offer

Shorter forms above the fold are better

Share links help people promote your content

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Help your Sales Team Connect

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Get Found

Convert

Ana

lyze

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Become a Marketing Scientist

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Recognition | Industry Websites

Recognition | Industry Leaders

Web 2.0 Penetration

Courtesy of HubSpot Customer:

Qualitative: Blog & Brand-Social ReachThought Leadership Status

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Courtesy of HubSpot Customer:

Quantitative: Overall Reach

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Courtesy of HubSpot Customer:

Measure Sources of Traffic, Leads & Sales

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Invest More in What Works … Inbound

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Other Marketers Are …

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Final Thoughts

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Traditional Sales

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Inbound Sales & Marketing

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Can You Put the Pieces Together?

d.j.k. on flickr

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HubSpot Puts the Pieces Together

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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

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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

Thank you!


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