inbound marketing: your competitive advantage
DESCRIPTION
Want to create marketing campaigns that your audience will love? Thousands of companies in the UK are using inbound marketing to help crush their competition. If your marketing strategy hasn't taken account of buyers' new habits -- or depends on renting attention -- you may soon discover you are one of the companies being crushed.TRANSCRIPT
INBOUND MARKETING: Your Competitive Advantage.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
This used to be a lot
easier
3
4
Interruption Was Easy Marketers just grabbed the microphone to shout about their brands.
THAT MARKETING PLAYBOOK
IS BROKEN.
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
So how do your customers
buy today?
HAS A NEED …
Source: MEC, via Econsultancy, August 2012
“Natural search results
account for 94% of clicks”
HAS A NEED …
ASK OUR FRIENDS
Source: Experian Hitwise, via AOP, May 2012
“Facebook accounts for 47.86% of all
social networking traffic in the
UK”
ASK OUR FRIENDS
TRUST OUR NETWORKS
How trusted are the employees writing
our content?
TRUST OUR NETWORKS
EDUCATE OURSELVES
and CONVERT
You can’t buy these customers, you have to
earn them.
VS.
Cold Calling SPAM
InterruptionMarketer
SEOBloggingAttractionCustomer
OUTBOUND INBOUND
IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.
earning is
worth it!
TRAFFIC TO HUBSPOT.COM
2006 2007 2008 2009 2010 2011 20120
2000000
4000000
6000000
8000000
10000000
12000000
14000000
TRAFFIC TO BLOG.HUBSPOT.COM
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
I WANT SOME.
INBOUND MARKETING = CONTENT + CONTEXT.
INBOUND MARKETING = CONTENT + CONTEXT.
Content
BUILD MARKETING ASSETS.
Blog & eBooks Tools Photos Videos & Podcasts Presentations
START WITH A PERSONA.
what are their goals?what are their challenges?
how can we help?
START WITH A PERSONA.
what are their goals?what are their challenges?
how can we help?
We have an amazing Webinar series all about
this. http://bit.ly/QDraId
PERSONALISE YOUR FUNNEL.
TOFU Content Mapped to Buyer Needs
PERSONALISE YOUR FUNNEL.
TOFU Content Mapped to Buyer Needs
We will talk about this later.
BLOGGING IS A GREAT WAY TO GET STARTED
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Top 3 source of leads
BLOGGING IS A GREAT WAY TO GET STARTED
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
10% visit Hubspot.com
BLOGGING IS A GREAT WAY TO GET STARTED
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
10-20% Lead conversion rate
BLOGGING IS A GREAT WAY TO GET STARTED
Blogging Ideas?
GOOGLE KEYWORD TOOL
The easiest way to get started with
keyword research.
UBBERSUGGEST.org
Scrapes Google Suggest. Will
generate LOTS of blog post ideas
EVERNOTE (WEB CLIPPER)
Great artists steal borrow. Fuel your
brainstorm sessions
TRY OUR KEYWORD TOOL FOR FREE
http://offers.hubspot.com/free-trial-keywords-tool
What Topics Can You Own?
The #SOIM
Survey results of
970+ marketing
professionals
Make it into an Event.
The #SOIM
Survey results of
970+ marketing
professionals
Make it into an Event.
#SOIM 2013 a lot bigger
- 3000 participants- US vs INTL data
267,654 Twitter
Followers
454,350Facebook
Likes
80,000+
LinkeInGroup
members
so?
2006 2007 2008 2009 2010 2011 20120
500000
1000000
1500000
2000000
2500000
OUR SOCIAL MEDIA TRAFFIC
2006 2007 2008 2009 2010 2011 20120
500000
1000000
1500000
2000000
2500000
OUR SOCIAL MEDIA TRAFFIC
Top 3 source leads
2006 2007 2008 2009 2010 2011 20120
500000
1000000
1500000
2000000
2500000
7-10% Lead
Conversion Rate
OUR SOCIAL MEDIA TRAFFIC
INBOUND MARKETING = CONTENT + CONTEXT.
INBOUND MARKETING = CONTENT + CONTEXT.
CONTEXT IS PERSONAL.
NOT ONE SIZE FITS ALL.
CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
PERSONAL IS GOOD.
WHAT ARE YOUR CUSTOMERS INTERESTS?
OFFER WHAT THEY NEED.
Remember I said our conversion rate was 10-20%
WHERE ARE THEY IN THE BUYING CYCLE?
I’ve already got this.
I am ready for this
ASK THE RIGHT QUESTIONS
THEY NEED HELP WITH DIFFERENT THINGS
get traffic
I get emails that help me with this
get leads
get customers
I get emails that help me with this
I get emails that help me with this
Remember
INBOUND $*.
*$65 million in revenue from inbound leads
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
INBOUND MARKETING: Your Competitive Advantage.