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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’

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Inbound Marketing - Get Found by More Customers (Glasgow)

  1. 1. Grow with Inbound Marketing:Spend 60% Less on Leads for Customer Acquisition<br />Kirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetra<br />
  2. 2. The Bad News<br />
  3. 3. Traditional Marketing Is Hard<br />800-555-1234<br />Annoying<br />Salesperson<br />
  4. 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 />InboundBook.com<br />
  5. 5. The Market Is Here Now<br />
  6. 6. The Great News…<br />Source: State of Inbound Marketing 2011<br />
  7. 7. Here’s Why<br />
  8. 8. Ask yourself …<br />
  9. 9. Am I regularly creatingremarkable content?<br />
  10. 10. Am I optimizing<br />my content for<br />search and social media?<br />
  11. 11. Am I promoting<br />my content via all channels, including social media?<br />
  12. 12. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
  13. 13. Am I analyzing the results to improve my marketing?<br />
  14. 14. Stop thinking like a<br />marketer or advertiser.<br />
  15. 15. Start thinking part publisher, socializer& scientist.<br />
  16. 16. Get Found<br />Analyze<br />Convert<br />
  17. 17. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
  18. 18. Know your Audience<br />
  19. 19. Define your ‘Persona’<br /><ul><li>What are their goals and aspirations?
  20. 20. What motivates and inspires them?
  21. 21. What are their problems/pains/obstacles?
  22. 22. How do they consume information (on- and offline)?
  23. 23. What/who influences their buying decisions?
  24. 24. What's important to them? </li></ul>19<br />
  25. 25. 20<br />Draw People Down the Funnel<br />SUSPECT: Just Browsing, Attract Me<br />PROSPECT: Learning More <br />LEAD: Interested<br />Nurture & Engage<br />Different depth & value of content at each stage<br />Different willingness to share personal data at each stage<br />
  26. 26. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />Webinars<br />News Releases<br />
  27. 27. Grow Traffic with Remarkable Content <br />Blogging Attracts More Visitors<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />
  28. 28. 57% of companies who blog have gotten revenue<br />because of their blog.<br />
  29. 29. More Content = More Leads & Sales<br />Blog More to Increase Results<br />Source: HubSpot State of Inbound Marketing 2011<br />
  30. 30. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
  31. 31. Two Sides of Optimization<br />+<br />On-Page<br />Off-Page<br />
  32. 32. How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical<br />
  33. 33. How Do You Get Links?<br />Create content worth linking to …<br />
  34. 34. Blogging Attracts Inbound Links<br />Source: Data from over 1,500 businesses - http://hub.tm/BlogROI<br />
  35. 35. Where is Search Headed?<br />
  36. 36. Where Everyone Else is Going<br />
  37. 37. SEO in 2011 & Beyond<br />+<br />+<br />Social Graph<br />On-Page<br />Off-Page<br />
  38. 38. Getting Found<br /> Create<br /> Optimize<br /> Promote<br />
  39. 39. Listen & Engage<br /><ul><li>Social Media Monitoring…
  40. 40. Twitter
  41. 41. Facebook Discussions
  42. 42. LinkedIn Answers
  43. 43. What’s relevant in your country or industry?</li></li></ul><li>Build Networks, Share Content of Value<br />
  44. 44. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  45. 45. Free trials
  46. 46. Software documentation
  47. 47. New data
  48. 48. Funny videos
  49. 49. Top-notch posts</li></li></ul><li>Content is King Across Channels<br />“More brands are trying to work out how to drive their social strategies … <br />Key findings are that … content is the driving force for whether users share or ‘like’ a brand.”<br />-Bruce Daisley, UK Head of YouTube & Google Display<br />
  50. 50. Content & Social for Every Industry<br />
  51. 51. Make Sharing Easy<br />
  52. 52. Blog Post<br />Tweet<br />Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel<br />Joint effort discussion<br />Email from <br />Website Form<br />...we have a free tool, can you mention our website and product?...<br />We’ll mention you, you mention us<br />Partner <br />Links<br />Mention in <br />Newsletter<br />$<br />Unique Hubspot tokenized URL<br />Web Lead via CTA<br />Traffic to <br />Orchestra.com<br />Courtesy of HubSpot Customer: <br />Lead Source: Newsletter via Hubspot Token<br />How Can Sharing Deliver Leads?<br />
  53. 53. Blogs & Social Media Drive Real Sales<br />
  54. 54. More Cost Effectively than Traditional<br />Source: State of Inbound Marketing 2011<br />
  55. 55. Get Found<br />Analyze<br />Convert<br />
  56. 56. 44<br />Qualified Traffic Increases<br />Now Catch & Convert Leads<br />
  57. 57. Recognize This?<br />45<br />
  58. 58. Give Visitors Direction<br />Blog & ContentPages<br />Home Page<br />700+ Landing Pages<br />
  59. 59. Don’t Distract from Conversion<br />47<br />Limited navigation<br />Image that supports topic<br />Quick scan details<br />Bullet points detail the offer<br />Share links help people promote your content<br />Shorter forms above the fold are better<br />
  60. 60. Help your Sales Team Connect<br />
  61. 61. Get Found<br />Analyze<br />Convert<br />
  62. 62. Become a Marketing Scientist<br />
  63. 63. Recognition | Industry Websites<br />Thought Leadership Status<br />Web 2.0 Penetration<br />Recognition | Industry Leaders<br />Courtesy of HubSpot Customer: <br />Qualitative: Blog & Brand-Social Reach<br />
  64. 64. Courtesy of HubSpot Customer: <br />Quantitative: Overall Reach<br />
  65. 65. Measure Sources of Traffic, Leads & Sales<br />Courtesy of HubSpot Customer: <br />
  66. 66. Invest More in What Works … Inbound<br />
  67. 67. Other Marketers Are … <br />
  68. 68. Final Thoughts<br />
  69. 69. Traditional Sales<br />
  70. 70. Inbound Sales & Marketing<br />
  71. 71. Can You Put the Pieces Together?<br />d.j.k. on flickr<br />
  72. 72. HubSpot Puts the Pieces Together<br />
  73. 73. Additional Resources<br />Read “Inbound Marketing” Book www.InboundBook.com<br />Grade your website: www.WebsiteGrader.com<br />Try HubSpot for Free: www.hubspot.com/free-trial-uk<br />Check out more free resources: www.HubSpot.com/marketing-hubs<br />
  74. 74. Thank you!<br />Contact Kirsten Knipp:<br /><ul><li>1-888-HubSpot
  75. 75. www.Twitter.com/kirstenpetra
  76. 76. www.LinkedIn.com/in/kirstenpetra
  77. 77. Company: www.HubSpot.com
  78. 78. Blog: blog.HubSpot.com
  79. 79. Free Tool: www.WebsiteGrader.com</li>

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