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Learn how inbuSlides & workshop instructions for Scottish SMEs learning inbound marketing.
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June 15, 2011
Grow with Inbound Marketing: Spend 60% Less on Leads for
Customer Acquisition
Kirsten Knipp Director, Product Evangelism, HubSpot
@kirstenpetra
The Bad News
Traditional Marketing Is Hard
800-555-1234
Annoying
Salesperson
The Good News…
Inbound Marketing: Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
The Great News…
Source: State of Inbound Marketing 2011
Here‟s Why
Ask yourself …
Am I regularly creating remarkable content?
Am I optimizing my content for
search and social media?
Am I promoting my content via all channels,
including social media?
Am I converting as many visitors into
leads and sales as I can?
Am I analyzing the results to improve my marketing?
Stop thinking like a marketer or advertiser.
Start thinking part publisher, socializer & scientist.
Get Found
Convert
Getting Found
Create
Optimize
Promote
Know your Audience
Define your „Persona‟
•What are their goals and aspirations?
•What motivates and inspires them?
•What are their problems/pains/obstacles?
•How do they consume information (on- and offline)?
•What/who influences their buying decisions?
•What's important to them?
19
Draw People Down the Funnel
20
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
1) Different depth & value of content at each stage
2) Different willingness to share personal data at each stage
Content for Suspects
Just Browsing, Attract Me …
Draw them in with optimized & FREE content
• Blog Posts
• Short Videos
• Fun Testimonials
• Any Short Form Content
• Other
21
Content for Prospects
I’m Learning More, Help me Research?
Give mid-weight content, for the price of „staying in touch‟
Get an email address …
• Tips
• Checklists
• Curated list of „best blogs‟
• Low touch tools (graders)
• Contests
• Other
22
Content for Leads
Interested, Help Solve my Problem …
Remarkable content or offers, in return for details (full form)
• eBooks & White Papers
• Webinars
• 30-Minute assessments
• Free Trials
• Demo Request / RFP
• Other
23
Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• Webinars
• News Releases
Grow Traffic with Remarkable Content
• Blogging Attracts More Visitors
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
46% of companies who blog have gotten revenue because of their blog.
More Content = More Leads & Sales
• Blog More to Increase Results
Source: HubSpot State of Inbound Marketing 2011
Getting Found
Create
Optimize
Promote
Two Sides of Optimization
On-Page Off-Page
How Google Weighs Optimization
Off-page optimization is critical
On
Page
(25%)
Off
Page
(75%)
How Do You Get Links?
Create content worth linking to …
Blogging Attracts Inbound Links
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
Where is Search Headed?
Where Everyone Else is Going
SEO in 2011 & Beyond
On-Page Off-Page Social Graph
UK Social Spend Doubling Annually
Getting Found
Create
Optimize
Promote
Listen & Engage
• Social Media Monitoring …
• Facebook Discussions
• LinkedIn Answers
• What’s relevant in your country or industry?
Build Networks, Share Content of Value
What Gets Shared?
Rarely
Shared
Frequently
Shared
• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch posts
Content is King Across Channels
“More brands are trying to work out how to drive
their social strategies … research shows the
complementary roles the two sites [Facebook &
YouTube] can take.
Key findings are that brands advertising on
YouTube and Facebook benefit from the attributes
of each, while content is the driving force for
whether users share or ‘like’ a brand.”
-Bruce Daisley, UK Head of YouTube & Google Display
Content & Social for Every Industry
Make Sharing Easy
$
Tweet
Orchestra uses 10 FREE business tools to run our
business. Check it out: http://bit.ly/8Wrel
Blog Post
Email from
Website Form
...we have a free tool, can you mention our
website and product?...
Joint effort
discussion
We’ll mention you, you mention us
Partner
Links Mention in
Newsletter
Unique Hubspot tokenized URL
Traffic to
Orchestra.com Web Lead
via CTA
Lead Source: Newsletter via Hubspot Token
How Can Sharing Deliver Leads?
Courtesy of
HubSpot Customer:
Social Media Drives Sales
Source: State of Inbound Marketing 2011
Get Found
Convert
47
48
Recognize This?
49
Give them Direction
700+ Landing Pages
Home Page Content Pages
Keep in Touch with Content & Offers
Help your Sales Team Connect
Get Found
Convert
Become a Marketing Scientist
Recognition | Industry Websites
Recognition | Industry Leaders
Web 2.0 Penetration
Courtesy of
HubSpot Customer:
Qualitative: Blog & Brand-Social Reach
Thought Leadership Status
Courtesy of
HubSpot Customer:
Quantitative: Overall Reach
Courtesy of
HubSpot Customer:
Measure Sources of Traffic, Leads & Sales
Invest More in What Works … Inbound
Channels Gaining Importance: 2009 v. 2011
Final Thoughts (Then Workshop!)
Traditional Sales
Inbound Sales & Marketing
Can You Put the Pieces Together?
d.j.k. on flickr
HubSpot Puts the Pieces Together
Workshop: Let’s Go Inbound …
Developing a Content Plan for Your Funnel
66
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
1) Different depth & value of content at each stage
2) Different willingness to share personal data at each stage
Inbound Workshop – Use Handout
1. Form Group & Pick Company
2. Develop Persona & Content Strategy
3. Create Content Idea Backlog
1. Suspect – think blog topics
2. Prospect – think checklists, tutorials
3. Lead – think eBook, assessment, trial
4. Discuss Next Steps
67
68
Questions Before
We Begin?
Form Groups & Volunteer or Pick Someone
Form Groups &
Find or Pick a
Volunteer
Additional Resources
• Read “Inbound Marketing” Book
www.InboundBook.com
• Grade your website:
www.WebsiteGrader.com
• Try HubSpot for Free:
www.hubspot.com/free-trial-uk
• Check out more free resources:
www.HubSpot.com/marketing-hubs
Contact Kirsten Knipp:
•1-888-HubSpot
•www.Twitter.com/kirstenpetra
•www.LinkedIn.com/in/kirstenpetra
•Company: www.HubSpot.com
•Blog: blog.HubSpot.com
•Free Tool: www.WebsiteGrader.com
Thank you!
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