Inbound Marketing: Lead Generation at 60% Lower Cost - Jeanne Hopkins, HubSpot
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Inbound Marketing: Lead Generation at 60% Lower Cost Customers now have the power to screen out cold calls, cold emails and other unsolicited communication, making it harder and harder to get results with outbound marketing. Yet, thousands of companies have proven that you can generate leads and drive sales at a 60% lower cost using inbound marketing to attract customers. This presentation will include specific tips on using social media, SEO, blogging, lead nurturing, landing pages and analytics together as an inbound marketing strategy for radically better marketing. * Jeanne Hopkins, Director of Marketing, HubSpot
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Inbound Marketing: Lead Generation at 60% Lower Cost - Jeanne Hopkins, HubSpot
- 1. Online Marketing Summit Philadelphia, PA | July 8, 2010 Inbound Marketing Lead Generation @ 60% Lower Cost Speaker: Jeanne Hopkins, HubSpot @jeannehopkins 1
- 2. Outbound Marketing 800-555-1234 Annoying Salesperson
- 6. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
- 7. The Great News… Source: survey of hundreds of businesses: HubSpot.com/ROI
- 8. So I can just buy inbound leads from Google, Bing, TechTarget, right?
- 10. Don’t make me do marketing! Just up our AdWords limit...
- 15. Questions to ask yourself...
- 16. Am I regularly creating new share-worthy content?
- 17. Am I promoting my content in social media conversations?
- 18. Am I optimizing my content for search and social media?
- 19. Am I converting as many visitors into leads and sales as I can?
- 20. Stop thinking like a marketer or advertiser.
- 21. Start thinking like a publisher and socializer.
- 22. Getting Found Create Optimize Promote
- 23. Publish Everything Blog Podcast Videos Photos Presentations eBooks News Releases
- 25. 46% of companies who blog have generated revenue because of their blog. Source: survey of hundreds of businesses: HubSpot.com/ROI
- 26. Create Great Content by Blogging Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 27. Blogging Attracts More Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 28. Blogging Attracts More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 29. Getting Found Create Optimize Promote
- 32. SEO Tips from Website Grader Lessons from 2,345,619 websites
- 33. Ranking Algorithm:f(n): Context + Authority
- 34. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
- 35. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
- 37. Clean URL
- 38. Headers & Content
- 40. More & Better Content = Links Source: Data from selected websites using www.WebsiteGrader.com
- 41. Content is Useless w/o Links Source: SEOMoz.org
- 42. Use these links
- 43. Where is Search Going?
- 44. Where is Search Going?
- 45. SEO in 2010 and Beyond Ranking Algorithm:f(n): Context + Authority + Social Graph
- 46. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
- 47. Getting Found Create Optimize Promote
- 48. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
- 49. Content Makes You Interesting
- 53. New market data
- 56. It’s NOT About You… Ever! HubSpot.com/cartoons
- 57. All Your Employees Are Marketers
- 58. Empower Employees by Sharing Info
- 59. Read the “Inbound Marketing” Book www.InboundBook.com Grade Your Website: www.WebsiteGrader.com Additional Free Resources: www.HubSpot.com/marketing-hubs Suggested Next Steps
- 60. d.j.k. on flickr
- 61. jhopkins@hubspot.com @jeannehopkins http://Website.Grader.com http://Blog.Grader.com http://Grader.com Free Trial Offer: www.HubSpot.com/free-trial 55 Thank You!
- 62. 56 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit
Editor's Notes
- Transforming Marketing Outbound Marketing: 2 MIN/4 MIN (build slide). It is harder to execute.
- Transforming Marketing: Inbound Marketing 2 MIN/ 6 MINIs easier to execute.
- This leads to LMS – Lazy Marketing Syndrome, where you don’t focus on building long term assets for your company and instead just keep raising the limit on your company credit card.
- Renting leads from other people (buying advertising) is not a long term strategy for lead generation. Renting is OK for experiments, and for transitions, and for testing. But it should not be the centerpiece of your long term strategy.
- Instead, think about building a long term asset, just like the machinery in a factory. Build tools that will attract leads at a low cost while you sleep, and without additional cost per lead.
- Examples of outbound marketing, or rented marketing are all different forms of advertising that do not help you build an asset that your company owns and controls. Inbound marketing helps you build assets that attract leads to your company at a low cost over time.
- BudgetOr Brains? 2 MIN/10 (build slide – cash or brains?)
- LET’S TALK -3 MIN/17 MINBlogs are the unsung hero of search engine optimization and there is strong business valueHost a Conversation- to make your site interesting AND sticky so that people come back all the timePromote Yourself in an interesting way “you can be edgy, provocative & sync with current eventsNetwork Online- you can connect with your target demographic in a way that helps them solve a problemNurture Relationships with prospects and customers – talk about issues, get feedback, opinions, ideas
- Blogging Benefits 2 MIN/24 Blogs give you a Winning Ticket for the SEO raffle drawing MINIf you have a site with five pages and no blog, you have five chances to rank in search engines. If you have a site with 100 and pages and a blog with hundreds of posts, you have hundreds of chances to rank. Many of the keywords you'll rank for will get you one or two visits a month, but in the aggregate -- as we've seen at HubSpot -- those long tail search querries will account for far more traffic than the high-traffic queries.
- The Exponential Effect of Blogs (Build Slide) 2 MIN/26 MIN
- Take Comments Seriously (build slide) 1 MIN/52Commenting engine enables you to engage directly with prospects Make sure you comment back and link to your blog or website.
- How to Put All the Pieces Together?HubSpot can do it for you.