inbound marketing - get found by more customers (glasgow)

Download Inbound Marketing - Get Found by More Customers (Glasgow)

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Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was delivered as a Keynote for the Scottish Enterprise Winning Through Innovation event on Fri/Jun 17th in Glasgow. A copy of the handout used to power the 2nd half workshop can by found by searching for ’Inbound Marketing Content Workshop’

TRANSCRIPT

  • 1.Grow with Inbound Marketing:Spend 60% Less on Leads for Customer Acquisition
    Kirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetra

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. Heres Why
8. Ask yourself
9. Am I regularly creatingremarkable 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
Analyze
Convert
17. Getting Found
Create
Optimize
Promote
18. Know your Audience
19. Define your Persona

  • What are their goals and aspirations?

20. What motivates and inspires them? 21. What are their problems/pains/obstacles? 22. How do they consume information (on- and offline)? 23. What/who influences their buying decisions? 24. What's important to them? 19
25. 20
Draw People Down the Funnel
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
Different depth & value of content at each stage
Different willingness to share personal data at each stage
26. Publish Everything
Blog
Podcast
Videos
Photos
Presentations
eBooks
Webinars
News Releases
27. Grow Traffic with Remarkable Content
Blogging Attracts More Visitors
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
28. 57% of companies who blog have gotten revenue
because of their blog.
29. More Content = More Leads & Sales
Blog More to Increase Results
Source: HubSpot State of Inbound Marketing 2011
30. Getting Found
Create
Optimize
Promote
31. Two Sides of Optimization
+
On-Page
Off-Page
32. How Google Weighs Optimization
On Page
(25%)
Off Page
(75%)
Off-page optimization is critical
33. How Do You Get Links?
Create content worth linking to
34. Blogging Attracts Inbound Links
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
35. Where is Search Headed?
36. Where Everyone Else is Going
37. SEO in 2011 & Beyond
+
+
Social Graph
On-Page
Off-Page
38. Getting Found
Create
Optimize
Promote
39. Listen & Engage

  • Social Media Monitoring

40. Twitter 41. Facebook Discussions 42. LinkedIn Answers 43. Whats relevant in your country or industry?

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