2010 04-19 social fresh st louis - slide share
TRANSCRIPT
Rethinking Marketing: Inbound Marketing to Grow Your Business
Mark Roberge
HubSpot
@markroberge
Social Fresh St. Louis (#sofreshSTL)
April 19th, 2010
Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI.Measuring Inbound Marketing Success
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
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Inbound Marketing
Blog SEO Social Media
Inbound Leads Cost 60% Less Than Outbound Leads
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Reading List Suggestion
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI.Measuring Inbound Marketing Success
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Inbound Marketing – One Strategy not Three
Blog SEO Social Media
Off-Page SEO (Authority)
• Recommendations from friends1. “I know Mark Roberge”2. “Mark Roberge is a marketing expert”3. Seth Godin: Mark Roberge is a marketing
expert
• Links are online recommendations
1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from the Wall Street Journal
Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI.Measuring Inbound Marketing Success
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More Content, Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Versus Blogging with a Purpose
• Use keyword tool to drive blog topic selection• Configure blog with On-Page SEO in mind• Include target long tail keywords in blog article titles• Think of blog articles as link bait• Think of blog articles as an army of sales people
working for you forever
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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
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How Often Should You Blog?
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Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10
Articles 21
30
36
54
54 58
Avg. Views / Article
1,137
1,304
1,305
864 1,522 1,447
Avg. Links / Article
11
11
7
4 8 4
Avg. Comments
/ Article
12
15
15
11 18 13
Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI.Measuring Inbound Marketing Success
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Distribute Your Content
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How to Participate
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WHAT NOT TO DO
• Give your company elevator pitch
• Talk about your product features
• Bash your competition
WHAT TO DO
• Educate / answer their question
• Promote other good content
• Get your subject matter experts involved
Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI.Measuring Inbound Marketing Success
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Blogs and Social Media is for Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Offer – WIIFM?
• Whitepapers / eBooks• Research / Studies• Free Tools• Trials & Samples
• NOT “Contact Us”• Value must be greater than the cost…
Agenda
I. Intro to Inbound Marketing
II. SEO in 2010
III. Blogging for Lead Generation
IV. Social Media for Lead Generation
V. Converting Visitors to Leads
VI.Measuring Inbound Marketing Success
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Track the Whole Funnel for Each Channel
Leads
SEO Visitors
SEO Customers
Blog Visitors
Blog Customers
PPC Visitors
PPC Customers
Social Media Visitors
Social Media Customers
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Lead Nurture
Landing Pages
SEOSocial Media
CMS Blog Leads AnalyticsExpertis
e
What is HubSpot?
HubSpot
Marketo
WordPress
Ektron
Lead Lander
DrupalWeb CEO
Eloqua
Buzz Metrics
Blogger VTrenzCore
MetricsMktg
SherpaWeb
Position
Manti-core
Radian6MktgProfs
On-Dialog
What is HubSpot?
• Founded in 2006 from research at MIT• Over 2,500 customers• 120+ employees
Additional Resources
Grade your website at www.WebsiteGrader.com
Read the Inbound Marketing Book www.InboundBook.com
Take the free Inbound Marketing training www.InboundMarketing.com
Start your free trial of HubSpot software www.HubSpot.com/free-trial
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Tools to Get Found: Blog & Social Media
• Business Blog Software
• Blog Analytics• Social Media
Monitoring• Social Media
Publishing
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Tools to Convert: Leads
• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling• Lead Nurturing