I b d M k ti 101Inbound Marketing 101Bryant University – February 24, 2010
Ellie MirmanEllie MirmanInbound Marketing ManagerHubSpot
Twitter: @ellieeilleBlog: www.elliemirman.comHubSpot: www.hubspot.com
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Marketing is ChangingMarketing is Changinghas changed
Traditional Marketing = Outbound
Outbound Marketing is Broken
800-555-1234AnnoyingSalespersonp
So … what’s INBOUND marketing?
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Inbound Gives Leverage
Inbound Is Cheaper
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing Crash Course
The Sales & Marketing Funnel
Website Visitors
Get FoundPublish, optimize, , p ,& promote content
LeadsConvert
Convert visitors to leads & leads to
customers
Customers
Step 1:Step 1:Publish Remarkable Content
Publish Everything
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
Target Content to Your Personas
No one cares about yourNo one cares about your products or services, except you.
Get Into the Content Mindset
• Make emails into blog posts• Turn forum posts into blog
postsSh t id t t• Shoot videos at events
• Interview customers for your blogb og
• Repurpose company data for public reports
• Share lessons you learn
Flick Photo: Cindiann
Publish Everywhere
Tips You Might Not Know
• Start before you have a product• Start before you have a website• Start before you have anythingStart before you have anything
• All you need: a rough market and some ideas
A bl l h• A blog can launch a company
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
• HubSpot.blogspot.com – NO!• HubSpot typepad com – NO!• HubSpot.typepad.com – NO!• HubSpot.wordpress.com – NO!
• Blog.HubSpot.com – Yes• HubSpot com/Blog Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes
Step 2:Step 2:Optimize Your Content
Organic Search is Better
Free
More trafficPay Per Click – 25% of Clicks
Smarter people Organic Results75% of Clicks
Longer lasting75% of Clicks
Source: Marketing Sherpa and Enquiro Research
Pick Your Keyword Battles
1. Search volume2 Relevance to your business2. Relevance to your business3. Competition
• “event”“community development event”• “community development event”
• “community development event Bastrop TX”Bastrop TX
Flickr: saeba
How Does Google Decide?
On-Page Off-PageOn-Page25%
Off-Page75%
On-Page SEO
Page TitleURL
H1, H2, H3 tags
Page TextPage Text• BoldMeta Description
Off-Page SEO
Recommendations from friends1 “I k H bS t”1. “I know HubSpot”2. “HubSpot is a marketing expert”3 Y t t th i thi3. You trust the person saying this
Links are online recommendations1. Link: www.HubSpot.comp2. Link with anchor text: Internet Marketing3. Link from a trusted website3. Link from a trusted website
Step 3:Step 3:Listen & Engage in Social Media
How to Get Started
Listen
Li t M
Share Your Content
Listen More
Build Relationships
What Are They Saying About You?
Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch
T h ti• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com
RSS Simplifies Reading & Monitoring
Your Industry Blogs
Conversation & Distribution
Conversation
Distribution
AND
Distribution
Good Content Spreads
Good Content Engages
Step 4:Step 4:Convert Visitors to Leads
Calls to Action
• Are your offers compelling?
• Call to action best practices• Action oriented & positive• Action oriented & positive• Simple & clear• Make it pop with colors & imagesMake it pop with colors & images• Link both text and images• Targeted to audienceg
• Make it clear: What am I supposed to do here?
Landing Pages
A landing page allows you to convert anonymous traffic into leads with names, contact info, and interests.
Landing page tips
, ,
g p g p• Keep it simple• People scan – use bullets,
bold photosbold, photos• Show the value of the offer• Shorter forms have higher
conversionconversion
Step 5:Step 5:Measure & Analyze
Avoid Paralysis by Analysis
• Don’t measure everything.• Simple is better than complicated.• Focus on 3-5 metricsFocus on 3 5 metrics.
Measure Your Total Reach
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Traffic
Leads
Sales
…By Channel or Source
Visitors Leads Sales
SEO
SocialMediaMedia
Start with your Website Grader report
www.WebsiteGrader.com
The Modern Marketer
What Skills Are Needed for Marketing?
DDAARRCC
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What Skills Are Needed for Marketing?
Digital NativeDigital NativeAnalyticalAnalyticalReachReachContent CreatorContent Creator
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Do This AND That.
(Traditional) Experience is Overrated.
• Learn Faster
• Tech SavvyTech Savvy
• Creative Ideas
How to get there…
4 Tips to Get Started
1) Show, don’t tell.
2) Network.
3) Take risks.
4) Intern. Now.
Training
Reading List
Questions?
Ellie MirmanTwitter: @ellieeilleBlog: www.elliemirman.comBlog: www.elliemirman.com
HubSpotWebsite: www.HubSpot.comBlog: http://Blog.HubSpot.com
Inbound Marketing UniversityW b it I b dM k ti
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Website: www.InboundMarketing.com