Inbound Marketing - Get Found by More Customers (Inverness HIE Event)
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Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was adapted and used to drive a workshop for SMEs in Scotland's Highlands & Islands area. A copy of the handout can by found by searching for 'Inbound Marketing Content Workshop'
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Inbound Marketing - Get Found by More Customers (Inverness HIE Event)
- 1. Grow with Inbound Marketing: Spend 60% Less on Leads for Customer Acquisition Kirsten Knipp Director, Product Evangelism, HubSpot @kirstenpetra June 15, 2011
- 2. The Bad News
- 3. Traditional Marketing Is Hard 800-555-1234 Annoying Salesperson
- 4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
- 5. The Market Is Here Now
- 6. The Great News… Source: State of Inbound Marketing 2011
- 7. Here‟s Why
- 9. Am I regularly creating remarkable content?
- 10. Am I optimizing my content for search and social media?
- 11. Am I promoting my content via all channels, including social media?
- 12. Am I converting as many visitors into leads and sales as I can?
- 13. Am I analyzing the results to improve my marketing?
- 14. Stop thinking like a marketer or advertiser.
- 15. Start thinking part publisher, socializer & scientist.
- 17. Getting Found Create Optimize Promote
- 19. 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
- 20. Draw People Down the Funnel 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 20
- 21. 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
- 22. 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
- 23. 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
- 24. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • Webinars • News Releases
- 25. Grow Traffic with Remarkable Content • Blogging Attracts More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 26. 46% of companies who blog have gotten revenue because of their blog.
- 27. More Content = More Leads & Sales • Blog More to Increase Results Source: HubSpot State of Inbound Marketing 2011
- 28. Getting Found Create Optimize Promote
- 29. Two Sides of Optimization On-Page Off-Page
- 30. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical
- 31. How Do You Get Links? Create content worth linking to …
- 32. Blogging Attracts Inbound Links Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 33. Where is Search Headed?
- 34. Where Everyone Else is Going
- 35. SEO in 2011 & Beyond On-Page Off-Page Social Graph
- 36. UK Social Spend Doubling Annually
- 37. Getting Found Create Optimize Promote
- 38. Listen & Engage • Social Media Monitoring … • Twitter • Facebook Discussions • LinkedIn Answers • What’s relevant in your country or industry?
- 39. Build Networks, Share Content of Value
- 40. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch posts
- 41. 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
- 42. Content & Social for Every Industry
- 44. How Can Sharing Deliver Leads? Blog Post Tweet Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel Joint effort Email from discussion Website Form We’ll mention you, you mention us ...we have a free tool, can you mention our website and product?... Partner Mention in Links Newsletter Unique Hubspot tokenized URL $ Web Lead via CTA Lead Source: Newsletter via Hubspot Token Traffic to Orchestra.com Courtesy of HubSpot Customer:
- 45. Social Media Drives Sales Source: State of Inbound Marketing 2011
- 47. 47
- 48. 48
- 50. Give them Direction Home Page Content Pages 700+ Landing Pages
- 51. Keep in Touch with Content & Offers
- 52. Help your Sales Team Connect
- 54. Become a Marketing Scientist
- 55. Qualitative: Blog & Brand-Social Reach Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer:
- 56. Quantitative: Overall Reach Courtesy of HubSpot Customer:
- 57. Measure Sources of Traffic, Leads & Sales Courtesy of HubSpot Customer:
- 58. Invest More in What Works … Inbound
- 59. Channels Gaining Importance: 2009 v. 2011
- 62. Inbound Sales & Marketing
- 63. Can You Put the Pieces Together? d.j.k. on flickr
- 64. HubSpot Puts the Pieces Together
- 66. Developing a Content Plan for Your Funnel 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 66
- 67. 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? 68
- 69. Form Groups & Volunteer or Pick Someone Form Groups & Find or Pick a Volunteer
- 70. 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
- 71. Thank you! 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