Power of Inbound Marketing - Bootcamp Presentation for Network Now
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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.
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Power of Inbound Marketing - Bootcamp Presentation for Network Now
- 1. How to Use the Power of Inbound Marketing to Generate Leads OnlineEllie Mirman @ellieeille
- 3. Top 30 Blog 281k followers 500k likes 31k followers 60k new leads/month 4m free users 9k customers JIM RICK
- 4. 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
- 5. Agenda Inbound Marketing Basics Inbound Strategy and Tactics Q&A
- 6. …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
- 7. 7 of adult Americans use the Internet.79%
- 8. 78%of Internet users conduct product research online.
- 10. Traditional marketing strategies are ignored 86%skip TV ads 91%unsubscribe 200msay DO NOT CALL 44%of direct mail is never opened
- 13. HubSpot.com/SOiM …at a lower cost
- 14. Investment in inbound continues to increase HubSpot.com/SOiM
- 15. HubSpot.com/SOiM …due to past success
- 16. 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
- 17. 17 Today’s approach: “GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach: “GET FOUND” when they are looking.
- 19. 1 Get Found 2 Convert 3 Analyze ( INBOUND ) MARKETING
- 20. 1 Get Found of B2B executives use search engines to find goods & services for their business. 73%
- 21. BLOG
- 22. Why Blog? Build a marketing asset Fuel the inbound marketing machine Build thought leadership and trust 1 2 3
- 25. Think about your personas Photo: Kadient with their personas, courtesy of David Meerman Scott
- 26. 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
- 27. Content fuels inbound marketing Content Search Engine Optimization Social Media Landing Page Offers Email Marketing & Lead Nurturing
- 28. #1 for “employee uniform cleaning”
- 29. #8 for “restaurant linen cleaning”
- 30. 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
- 31. HubSpot.com/SOiM
- 32. SEO
- 33. Paid vs. Organic Search Results Organic wins: • More traffic (80% clicks) • Free traffic • Longer lasting results
- 34. A look at organic results Wikipedia HubSpot blog article from 2010 Free resources Free training
- 35. 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
- 36. How Does Google Decide? On-Page 25% Off-Page 75%
- 37. On-Page SEO Basics Page title URL Headings & text Meta description
- 39. How do you get more links? Have something worth linking to. 1700+ inbound links
- 40. SOCIAL MEDIA
- 41. What is Social Media For?
- 42. HubSpot.com/SOiM Social media delivers customers
- 43. 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
- 44. Social Media How-To Listen Share Be Human 1 2 3
- 45. Listen1 • What are people saying about… – You? – Your competitors? – Their problems? • Who’s talking? – Customers – Prospects – Competitors – Thought leaders
- 46. Share2 • Your content spread your reach • Questions start conversations • Other resources show thought leadership
- 47. Be Human3
- 48. 2 Convert
- 49. CALLS-TO-ACTION
- 50. What am I supposed to do here?
- 51. What am I supposed to do here? 51
- 52. Great calls to action are… Obvious
- 53. Great calls to action are… Action- oriented
- 54. Great calls to action are… Simple & clear
- 55. Great calls to action are… Targeted
- 56. It should always be clear… What am I supposed to do here?
- 57. LANDING PAGES
- 58. What is a Landing Page?
- 59. What is a Landing Page?
- 60. Great landing pages are… Clear & simple
- 61. Great landing pages are… Focused
- 63. Can you answer… What’s in it for me?
- 64. EMAIL
- 65. If email was a country, its 1.4 billion users would make it the largest in the world. Source: Email Marketing Reports
- 67. 5 Types of Email Newsletter or Digest Dedicated Email Lead Nurturing Sponsorship/Partner Emails 1 2 3 4 Transactional Emails5
- 68. No matter the type of email… Know your goal.
- 69. Good email is timely. Source: HubSpot Science of Email Marketing
- 70. Good email is relevant. Segmented emails get clicks Source: MarketingSherpa
- 72. Good email is valuable.
- 73. Good email is something someone would want to receive.
- 74. Good email has a call to action.
- 75. Good email leverages relationships. From a recognizable name and email address with real reply-to Add a personal touch Connect in multiple ways
- 76. Good email is readable. Don’t rely on images
- 77. Good email is readable. Source: HubSpot Science of Email Marketing Optimize for mobile
- 78. Good email results in the desired action.
- 79. Best practices may not be best. Source: HubSpot Science of Email Marketing Most popular days to send email.
- 80. Source: HubSpot Science of Email Marketing Best practices may not be best.
- 81. 3 Analyze
- 82. Avoid paralysis by analysis. Focus on a few simple metrics.
- 83. Visits, Leads, and Customers
- 84. Results by Channel and Offer
- 85. Set targets and measure regularly
- 86. FINAL THOUGHT
- 87. You have the tools. Build your inbound marketing machine.
- 88. 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