Marketing Transformation and The Future of Marketing
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A presentation by Ellie Mirman on January 16, 2010, at Holy Cross University. The talk was an overview of how marketing has changed and what is the future of marketing: inbound marketing.
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Marketing Transformation and The Future of Marketing
- 1. Marketing Transformation & The Future of Marketing Ellie Mirman Inbound Inbo nd Marketing Manager @H bSpot @HubSpot Twitter: @ellieeille
- 2. The Story of HubSpot VC portfolio Integrated toolset companies i Onstartups.com for marketers doing the same 2
- 3. Marketing is Changing 1950 - 2000 2000 - 2050
- 5. Outbound Marketing is Harder 800-555-1234 Annoying p Salesperson
- 8. Inbound Marketing Blog g SEO Social Media
- 10. Why It’s Cheaper
- 11. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
- 14. Case Study: Reynolds Golf Academy •
- 15. The Results Blog Subscribers Site Visitors &L d Leads
- 16. Enterprise Feedback Software • SEO • Blog • Social Media 16
- 17. The Results 400+% increase in qualified traffic q “We find Twitter has been a great driver g of traffic to the blog, and also another great driver of awareness for us.” 1,000+% increase in blog subscribers 17
- 18. You Oughta Know Inbound Marketing • Video • 40 000 views first week 40,000 • 10,000 views first day • Social Media • #1 source = StumbleUpon • #2 source = Twitter • #3 source = Facebook • SEO • Page 1 for “inbound marketing” • 50 i b 50+ inbound li k to bl article d links blog i l
- 19. BlendTec - Will It Blend? Videos + Social Media • 55 000 i b 55,000 inbound li k d links • 83,000 YouTube subscribers • 500+ Facebook groups g p • 5 Digg front page stories • 3x Sales Increase
- 21. How can I turn my website How can I turn my website into a magnet? into a magnet?
- 22. Am I publishing Am I publishing remark‐able content?
- 23. How can I start and join How can I start and join relevant conversations? relevant conversations?
- 25. Start thinking like a publisher and socializer. bli h d i li
- 27. Publish Everything • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
- 28. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
- 30. Blog Flickr: Flickr: Annie Mole
- 31. Create Great Content by Blogging
- 32. Blogging Attracts More Links
- 33. Blogging Attracts More Visitors
- 34. Blogging Brings Social Media Success
- 35. Tips You Might Not Know • Start before you have a product • Start before you have a website • Start before you have anything • All you need: a rough market and some ideas • A bl can l blog launch a company h
- 36. Biggest Blogging Mistake Don’t use a “free” URL from a blog service • HubSpot.blogspot.com – NO! • HubSpot typepad com – NO! HubSpot.typepad.com • HubSpot.wordpress.com – NO! • Blog.HubSpot.com – Yes • HubSpot com/Blog – Yes HubSpot.com/Blog • SmallBusinessHub.com – Yes
- 37. Blog as Lead Nurturing • No spam filters on RSS • RSS follows to new jobs, email doesn’t • People can comment • Build a relationship with your company • Easily shared content • Side benefits • Social media performance • SEO performance f
- 38. Target Content to Your Personas
- 39. Link-Worthy & Share-Worthy 1,000 s 1,000’s of Tweets about report - Twitter drove 30% of traffic
- 40. What Gets Shared? Rarely Frequently Shared Sh d Shared Sh d • P d t info Product i f •NNew market data k td t • Free trials • Educational content • Software documentation • Top-notch blog p p g posts
- 42. Customer Service is Marketing Too • Anyone can produce content about your company – customers prospects partners customers, prospects, partners, competitors, employees – and it’s publicly accessible • How are you monitoring & engaging in these conversations? 42
- 43. Twitter for Customer Service http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
- 44. Social Media is Personal Are you going to let Comcast provide more personal service th you d ? i than do?
- 45. What about Mass DOT?
- 46. 1-1 Personal Service & Advice
- 47. Home Depot on Facebook
- 48. Personal Profile vs. Business Page • Set up a Personal Profile first and then create a Business Page that y will administer g you • Personal Profiles have friends (mutual acceptance) and Business Pages have fans ( g (one-way opt-in) y p )
- 49. Create an Engaging Presence • Events • Videos • Discussions • Photos • Blog Articles
- 50. Go Viral – Leverage News Feed • News Feed shows updates on y p your and y your friends’ activity y • First thing you see when you log in • Your updates show on your profile “Wall” • Allow users to engage with you – each activity is shared with their network
- 51. Draw on Your Network
- 52. Measure Your Total Reach 52
- 54. RSS Simplifies Reading & Monitoring Your Industry Blogs
- 55. PR Today… • …is about relationships • …is about creating content • …moves a lot faster moves • …is about communicating directly with prospects & media ith t di 55
- 56. PR is About Relationships Old Rules New Rules • Offline • Online & Offline • A few print media • Lots of multi-media • Media as gatekeeper • Media is one of many • PR firm manages • Expect direct access • Exclusive list • Inclusive list • 3-6 month editorial cal. • 30-60 minute lead time PR is now about the “public” not the media, and about friendship and sharing information not pitching information, pitching.
- 57. PR in a Social Media World is FAST Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now Elapsed Time: 50 Minutes
- 58. Measurement is Easy Online Flickr: Flickr: akisra
- 59. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics 3 5 metrics.
- 60. Traffic
- 61. Leads
- 62. Sales
- 63. …By Channel or Source Visitors Leads Sales SEO Social Media
- 65. Resources • Slides: http://SlideShare.net/HubSpot • Free Report: http://WebsiteGrader.com • More Tips: http://Blog HubSpot com http://Blog.HubSpot.com • S ft Software: htt //H bS t http://HubSpot.com/Free-Trial /F Ti l 65
- 66. Thank You! Slides available at SlideShare.net/HubSpot Ellie Mirman Inbound Inbo nd Marketing Manager @H bSpot @HubSpot Twitter: @ellieeille
Notas del editor
- http://www.hubspot.com/customer-case-studies/bid/5278/Feedback-Management-Leader-Vovici-Grows-Qualified-Traffic-4X
- Business accounts are meant to JUST manage your Business Page and ads – you don’t show up in searches, you can’t interact with or view other people’s profiles, and you’re limited to only managing your Business Page and AdsAdd personality and humanize your brand.We’ll talk more about Business Pages later… but you can add as many admins as you want, and admins don’t show up on the Page except among other Fans.
- To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
- -email your opt-in mailing list-include link in your email signature-blog about yourfacebook page-post a link or badge on your website or blog