inbound marketing - get found by more customers (glasgow)

April 12, 2023

Grow with Inbound Marketing:Spend 60% Less on Leads for Customer Acquisition

Kirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetra

The Bad News

Traditional Marketing Is Hard

800-555-1234AnnoyingSalesperson

The Good News…

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

The Market Is Here Now

The Great News…

Source: State of Inbound Marketing 2011

Here’s Why

Ask yourself …

Am I regularly creating remarkable content?

Am I optimizingmy content for

search and social media?

Am I promotingmy content via all

channels, including social media?

Am I converting asmany visitors into

leads and sales as I can?

Am I analyzing the results to improve my

marketing?

Stop thinking like amarketer or advertiser.

Start thinking part publisher, socializer &

scientist.

Get Found

Convert

Ana

lyze

Getting Found

Create

Optimize

Promote

Know your Audience

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

Draw People Down the Funnel

20

SUSPECT: Just Browsing, Attract Me

PROSPECT: Learning More

LEAD: Interested

Nurture & Engage

1) Different depth & value of content at each stage2) Different willingness to share personal data at each stage

Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• Webinars• News Releases

Grow Traffic with Remarkable Content

• Blogging Attracts More Visitors

Source: Data from over 1,500 businesses - http://hub.tm/BlogROI

57% of companies who blog have gotten

revenuebecause of their blog.

More Content = More Leads & Sales

• Blog More to Increase Results

Source: HubSpot State of Inbound Marketing 2011

Getting Found

Create

Optimize

Promote

Two Sides of Optimization

On-Page Off-Page

+

How Google Weighs Optimization

Off-page optimization is critical

On Page

(25%)

Off Page(75%)

How Do You Get Links?

Create content worth linking to …

Blogging Attracts Inbound Links

Source: Data from over 1,500 businesses - http://hub.tm/BlogROI

Where is Search Headed?

Where Everyone Else is Going

SEO in 2011 & Beyond

On-Page Off-Page

+ +

Social Graph

Getting Found

Create

Optimize

Promote

Listen & Engage

• Social Media Monitoring … • Twitter • Facebook Discussions• LinkedIn Answers• What’s relevant in your country or industry?

Build Networks, Share Content of Value

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New data• Funny videos• Top-notch posts

Content is King Across Channels

“More brands are trying to work out how to drive their social strategies …

Key findings are that … content is the driving force for whether users share or ‘like’ a brand.”

-Bruce Daisley, UK Head of YouTube & Google Display

Content & Social for Every Industry

Make Sharing Easy

$

Tweet

Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel

Blog Post

Email from Website Form

...we have a free tool, can you mention our website and product?...

Joint effort discussion

We’ll mention you, you mention us

Partner Links

Mention in Newsletter

Unique Hubspot tokenized URL

Traffic to Orchestra.com

Web Lead via CTA

Lead Source: Newsletter via Hubspot Token

How Can Sharing Deliver Leads?

Courtesy of HubSpot Customer:

Blogs & Social Media Drive Real Sales

More Cost Effectively than Traditional

Source: State of Inbound Marketing 2011

Get Found

Convert

Ana

lyze

44

Qualified Traffic IncreasesNow Catch & Convert Leads

Recognize This?

45

Give Visitors Direction

700+ Landing Pages

Blog & Content PagesHome Page

Don’t Distract from Conversion

47

Image that supports topic

Limited navigation

Quick scan details

Bullet points detail the offer

Shorter forms above the fold are better

Share links help people promote your content

Help your Sales Team Connect

Get Found

Convert

Ana

lyze

Become a Marketing Scientist

Recognition | Industry Websites

Recognition | Industry Leaders

Web 2.0 Penetration

Courtesy of HubSpot Customer:

Qualitative: Blog & Brand-Social ReachThought Leadership Status

Courtesy of HubSpot Customer:

Quantitative: Overall Reach

Courtesy of HubSpot Customer:

Measure Sources of Traffic, Leads & Sales

Invest More in What Works … Inbound

Other Marketers Are …

Final Thoughts

Traditional Sales

Inbound Sales & Marketing

Can You Put the Pieces Together?

d.j.k. on flickr

HubSpot Puts the Pieces Together

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

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

Thank you!