power of inbound marketing - bootcamp presentation for network now
DESCRIPTION
Presentation on the basic components of inbound marketing, specifically for lead generation. Presented at the half-day conference for Network Now in Bucks County, PA.TRANSCRIPT
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How to Use the Power of
Inbound Marketing to Generate
Leads Online Ellie Mirman @ellieeille
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Top 30 Blog
281k followers
500k likes
31k followers
60k new leads/month
4m free users
9k customers
CAMPAIGN A
CAMPAIGN B
JIM
RICK
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3 48 317
1,150
3,855
5,961
7,500+
2006 2007 2008 2009 2010 2011 2012
Success with Inbound Marketing
HubSpot Customers
2006 2007 2008 2009 2010 2011
48
317
1150
3855
5961
3
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Agenda
Inbound Marketing Basics
Inbound Strategy and Tactics
Q&A
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…the internet has turned 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
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7
of adult Americans use the Internet. 79%
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78% of Internet users conduct product research online.
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traditional marketing
strategy
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Traditional marketing strategies are ignored
86% skip TV ads
91% unsubscribe
200m say DO NOT CALL
44% of direct mail is never opened
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inbound marketing strategy
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HubSpot.com/SOiM
Inbound marketing delivers leads
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HubSpot.com/SOiM
…at a lower cost
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Investment in inbound continues to increase
HubSpot.com/SOiM
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HubSpot.com/SOiM
…due to past success
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58% of respondents are 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
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17
Today’s approach:
“GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach:
“GET FOUND” when they are looking.
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How Inbound Marketing WORKS.
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1 Get Found
2 Convert
3 Analyze
( INBOUND ) MARKETING
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1 Get Found
of B2B executives use search engines to find goods & services for their business.
73%
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BLOG
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Why Blog?
Build a marketing asset
Fuel the inbound marketing machine
Build thought leadership and trust
1
2
3
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Build
marketing
assets
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Publish everything
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Think about
your
personas
Photo: Kadient with their personas, courtesy of David Meerman Scott
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Get Into the Content 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
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Content fuels inbound marketing
Content
Search Engine
Optimization
Social Media Landing Page Offers
Email Marketing &
Lead Nurturing
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#1 for “employee uniform cleaning”
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#8 for “restaurant linen cleaning”
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Biggest Blogging Mistake
Don’t use 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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HubSpot.com/SOiM
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SEO
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Paid vs. Organic Search Results
Organic wins: • More traffic
(80% clicks)
• Free traffic
• Longer lasting
results
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A look at organic results
Wikipedia
HubSpot blog
article from 2010
Free resources
Free training
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Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3. Competition
• “uniforms”
• “medical uniform rentals”
• “medical uniform rentals Jasper, IN”
Flickr: saeba
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How Does Google Decide?
On-Page
25%
Off-Page
75%
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On-Page SEO Basics
Page title
URL
Headings & text
Meta description
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Off-Page SEO Basics
www.sitex-
corp.com
Sitex
Medical
Apparel
Sitex
Medical
Apparel
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How do you get more links?
Have something worth linking to.
1700+
inbound
links
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SOCIAL MEDIA
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What is Social Media For?
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HubSpot.com/SOiM
Social media delivers customers
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The best things we’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
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Social Media How-To
Listen
Share
Be Human
1
2
3
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Listen 1
• What are people saying about…
– You?
– Your competitors?
– Their problems?
• Who’s talking?
– Customers
– Prospects
– Competitors
– Thought leaders
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Share 2
• Your content spread your reach
• Questions start conversations
• Other resources show thought leadership
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Be Human 3
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2 Convert
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CALLS-TO-ACTION
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What am I supposed to do here?
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What am I supposed to do here?
51
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Great calls to action are…
Obvious
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Great calls to action are…
Action-
oriented
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Great calls to action are…
Simple
& clear
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Great calls to action are…
Targeted
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It should always be clear…
What am I supposed
to do here?
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LANDING PAGES
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What is a Landing Page?
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What is a Landing Page?
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Great landing pages are…
Clear &
simple
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Great landing pages are…
Focused
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Great landing pages…
Show
value
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Can you answer…
What’s in it for me?
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If email was a country, its
1.4 billion users would make
it the largest in the world. Source: Email Marketing Reports
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5 Types of Email
Newsletter or Digest
Dedicated Email
Lead Nurturing
Sponsorship/Partner Emails
1
2
3
4
Transactional Emails 5
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No matter the type of email…
Know your goal.
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Good email is timely.
Source: HubSpot Science of Email Marketing
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Good email is relevant.
Segmented emails get
clicks
Source: MarketingSherpa
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Good email is valuable.
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Good email is something someone would want to receive.
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Good email has a call to action.
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Good email leverages relationships.
From a
recognizable
name and
address with
real reply-to
Add a
personal
touch
Connect in
multiple
ways
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Good email is readable.
Don’t rely
on images
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Good email is readable.
Source: HubSpot Science of Email Marketing
Optimize for
mobile
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Good email results in the desired action.
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Best practices may not be best.
Source: HubSpot Science of Email Marketing
Most popular days
to send email.
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Source: HubSpot Science of Email Marketing
Best practices may not be best.
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3 Analyze
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Avoid paralysis
by analysis.
Focus on a few
simple metrics.
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Visits, Leads, and Customers
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Results by Channel and Offer
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Set targets and
measure regularly
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FINAL THOUGHT
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You have the
tools. Build
your inbound
marketing
machine.
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THANK YOU Ellie Mirman
@ellieeille
HubSpot.com/EllieMirman
HubSpot.com
Blog.HubSpot.com
Marketing.Grader.com
Essential Step-by-Step Guide
to Internet Marketing:
http://bit.ly/YwNa9V