Inbound Marketing - Get Found by More Customers (Glasgow)

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Post on 13-May-2015




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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


<ul><li>1.Grow with Inbound Marketing:Spend 60% Less on Leads for Customer Acquisition<br />Kirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetra<br /></li></ul> <p>2. The Bad News<br />3. Traditional Marketing Is Hard<br />800-555-1234<br />Annoying<br />Salesperson<br />4. The Good News<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br /><br />5. The Market Is Here Now<br />6. The Great News<br />Source: State of Inbound Marketing 2011<br />7. Heres Why<br />8. Ask yourself <br />9. Am I regularly creatingremarkable content?<br />10. Am I optimizing<br />my content for<br />search and social media?<br />11. Am I promoting<br />my content via all channels, including social media?<br />12. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />13. Am I analyzing the results to improve my marketing?<br />14. Stop thinking like a<br />marketer or advertiser.<br />15. Start thinking part publisher, socializer&amp; scientist.<br />16. Get Found<br />Analyze<br />Convert<br />17. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />18. Know your Audience<br />19. Define your Persona<br /></p> <ul><li>What are their goals and aspirations?</li></ul> <p>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<br />25. 20<br />Draw People Down the Funnel<br />SUSPECT: Just Browsing, Attract Me<br />PROSPECT: Learning More <br />LEAD: Interested<br />Nurture &amp; Engage<br />Different depth &amp; value of content at each stage<br />Different willingness to share personal data at each stage<br />26. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />Webinars<br />News Releases<br />27. Grow Traffic with Remarkable Content <br />Blogging Attracts More Visitors<br />Source: Data from over 1,500 businesses -<br />28. 57% of companies who blog have gotten revenue<br />because of their blog.<br />29. More Content = More Leads &amp; Sales<br />Blog More to Increase Results<br />Source: HubSpot State of Inbound Marketing 2011<br />30. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />31. Two Sides of Optimization<br />+<br />On-Page<br />Off-Page<br />32. How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical<br />33. How Do You Get Links?<br />Create content worth linking to <br />34. Blogging Attracts Inbound Links<br />Source: Data from over 1,500 businesses -<br />35. Where is Search Headed?<br />36. Where Everyone Else is Going<br />37. SEO in 2011 &amp; Beyond<br />+<br />+<br />Social Graph<br />On-Page<br />Off-Page<br />38. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />39. Listen &amp; Engage<br /></p> <ul><li>Social Media Monitoring</li></ul> <p>40. Twitter 41. Facebook Discussions 42. LinkedIn Answers 43. Whats relevant in your country or industry?</p>


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