Power of Inbound Marketing - Bootcamp Presentation for Network Now

How to Use the Power of

Inbound Marketing to Generate

Leads Online Ellie Mirman @ellieeille

Top 30 Blog

281k followers

500k likes

31k followers

60k new leads/month

4m free users

9k customers

CAMPAIGN A

CAMPAIGN B

JIM

RICK

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

Agenda

Inbound Marketing Basics

Inbound Strategy and Tactics

Q&A

…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

of adult Americans use the Internet. 79%

78% of Internet users conduct product research online.

traditional marketing

strategy

Traditional marketing strategies are ignored

86% skip TV ads

91% unsubscribe

200m say DO NOT CALL

44% of direct mail is never opened

inbound marketing strategy

HubSpot.com/SOiM

Inbound marketing delivers leads

HubSpot.com/SOiM

…at a lower cost

Investment in inbound continues to increase

HubSpot.com/SOiM

HubSpot.com/SOiM

…due to past success

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

Today’s approach:

“GET IN THEIR FACE” when they’re not looking. Tomorrow’s approach:

“GET FOUND” when they are looking.

How Inbound Marketing WORKS.

1 Get Found

2 Convert

3 Analyze

( INBOUND ) MARKETING

1 Get Found

of B2B executives use search engines to find goods & services for their business.

73%

BLOG

Why Blog?

Build a marketing asset

Fuel the inbound marketing machine

Build thought leadership and trust

1

2

3

Build

marketing

assets

Publish everything

Think about

your

personas

Photo: Kadient with their personas, courtesy of David Meerman Scott

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

Content fuels inbound marketing

Content

Search Engine

Optimization

Social Media Landing Page Offers

Email Marketing &

Lead Nurturing

#1 for “employee uniform cleaning”

#8 for “restaurant linen cleaning”

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

HubSpot.com/SOiM

SEO

Paid vs. Organic Search Results

Organic wins: • More traffic

(80% clicks)

• Free traffic

• Longer lasting

results

A look at organic results

Wikipedia

HubSpot blog

article from 2010

Free resources

Free training

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

How Does Google Decide?

On-Page

25%

Off-Page

75%

On-Page SEO Basics

Page title

URL

Headings & text

Meta description

Off-Page SEO Basics

www.sitex-

corp.com

Sitex

Medical

Apparel

Sitex

Medical

Apparel

How do you get more links?

Have something worth linking to.

1700+

inbound

links

SOCIAL MEDIA

What is Social Media For?

HubSpot.com/SOiM

Social media delivers customers

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

Social Media How-To

Listen

Share

Be Human

1

2

3

Listen 1

• What are people saying about…

– You?

– Your competitors?

– Their problems?

• Who’s talking?

– Customers

– Prospects

– Competitors

– Thought leaders

Share 2

• Your content spread your reach

• Questions start conversations

• Other resources show thought leadership

Be Human 3

2 Convert

CALLS-TO-ACTION

What am I supposed to do here?

What am I supposed to do here?

51

Great calls to action are…

Obvious


Action-

oriented


Simple

& clear


Targeted

It should always be clear…

What am I supposed

to do here?

LANDING PAGES

What is a Landing Page?

What is a Landing Page?

Great landing pages are…

Clear &

simple

Great landing pages are…

Focused

Great landing pages…

Show

value

Can you answer…

What’s in it for me?

EMAIL

If email was a country, its

1.4 billion users would make

it the largest in the world. Source: Email Marketing Reports

5 Types of Email

Newsletter or Digest

Dedicated Email

Lead Nurturing

Sponsorship/Partner Emails

1

2

3

4

Transactional Emails 5

No matter the type of email…

Know your goal.

Good email is timely.

Source: HubSpot Science of Email Marketing

Good email is relevant.

Segmented emails get

clicks

Source: MarketingSherpa

Good email is valuable.

Good email is something someone would want to receive.

Good email has a call to action.

Good email leverages relationships.

From a

recognizable

name and

email

address with

real reply-to

Add a

personal

touch

Connect in

multiple

ways

Good email is readable.

Don’t rely

on images

Good email is readable.


Optimize for

mobile

Good email results in the desired action.

Best practices may not be best.


Most popular days

to send email.


Best practices may not be best.

3 Analyze

Avoid paralysis

by analysis.

Focus on a few

simple metrics.

Visits, Leads, and Customers

Results by Channel and Offer

Set targets and

measure regularly

FINAL THOUGHT

You have the

tools. Build

your inbound

marketing

machine.

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

http://bit.ly/YwNa9V

http://bit.ly/howsyourmarketing

Business

Power of Inbound Marketing - Bootcamp Presentation for Network Now