Content is Key: Get Found and Generate Leads at Lower Cost - Online Marketing Summit Orlando

Online Marketing SummitOrlando, FL | August 3, 2010

Content is Key:Get Found & Generate Leads

at 60% Lower Cost

Ellie Mirman, HubSpot

@ellieeille #OMSORL

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8/3/2010 2

Publish Everything

What is Inbound Marketing?

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Inbound Marketing is More Effective

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$332

$134

Outbound Marketing Dominated Inbound Marketing Dominated

Average Cost Per Lead

60% Lower Cost Per Lead

Source: State of Inbound Marketing Report - http://bit.ly/aewfHr

Flick Photo: Thomas Hawk

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Visitors

Leads

Customers

Visitors

Leads

Customers

Get FoundPublish, optimize,

& promote content

Step 1:Publish Remark-able Content

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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

Publish Everywhere

Step 2:Optimize Your Content

Organic Search is Better

• Free

• More traffic

• Smarter people

• Longer lasting

Organic Results75% of Clicks

Pay Per Click – 25% of Clicks

Source: Marketing Sherpa and Enquiro Research

Pick Your Keyword Battles

1. Search volume

2. Relevance to your business

3. Competition

• “event”

• “community development event”

• “community development event Bastrop TX”

Flickr: saeba

How Does Google Decide?

25 %On-Page (Context)

75%Off-Page

(Authority)

On-Page SEO (Context)

Optimize Every Page

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Off-Page SEO (Authority)

• Recommendations from friends1. “I know HubSpot”

2. “HubSpot makes great marketing software”

3. You trust the person saying this

• Links are online recommendations1. Link: www.HubSpot.com

2. Link with anchor text: Internet Marketing

3. Link from a trusted website

How Do You Get Links?

Have something worth linking to.

Blogging Means More Inbound Links

Step 3:Listen & Engage in Social Media

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You Already Have the Skills

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Start by Listening

RSS Simplifies Reading & Monitoring

Your Industry Blogs

Engage with Your Audience

Conversation

Distribution

AND

Good Content Spreads

Good Content Engages

Good Content Brings Subscribers

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Visitors

Leads

Customers

ConvertConvert visitors to

leads & leads to customers

Step 4:Convert Visitors to Leads

What am I supposed to do here?

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What am I supposed to do here?

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Landing Pages

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Shorter Forms are Better

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32% Conversion 53%

Conversion

Step 5:Convert Leads to Customers

Cultivate that Relationship

Visitors

Leads

Customers

Attract visitors with content

Convert visitors with content

Nurture leads with content

Visitors

Leads

Customers

Me

asu

reD

etai

ls

Avoid Paralysis by Analysis

• Don’t measure everything.

• Simple is better than complicated.

• Focus on 3-5 metrics.

Flickr: ssh

Measure Your Total Reach

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Visitors

Leads

Customers

…By Channel or Source

Visitors Leads Sales

SEO

SocialMedia

…By Content Offer

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PAGE NAME PAGE VIEWS

SUBMISSIONS CONVERSION RATE

Blogging for Business Webinar 3803 2165 56.93%

Final Thought…

8/3/2010 58

Flickr: Refracted Moments Flickr: Gaetoan Lee

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Thank You!

Ellie MirmanTwitter: @ellieeille

LinkedIn: linkedin.com/in/elliemirman

HubSpot:

Website: www.HubSpot.com

Blog: http://Blog.HubSpot.com

Grader: http://Grader.com

Presentation Slides: http://SlideShare.net/HubSpot

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