inbound marketing crash course for bryant marketing association

I b d M k ti 101Inbound Marketing 101Bryant University – February 24, 2010

Ellie MirmanEllie MirmanInbound Marketing ManagerHubSpot

Twitter: @ellieeilleBlog: www.elliemirman.comHubSpot: www.hubspot.com

2

Marketing is ChangingMarketing is Changinghas changed

Traditional Marketing = Outbound

Outbound Marketing is Broken

800-555-1234AnnoyingSalespersonp

So … what’s INBOUND marketing?

6

Inbound Gives Leverage

Inbound Is Cheaper

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Marketing Crash Course

The Sales & Marketing Funnel

Website Visitors

Get FoundPublish, optimize, , p ,& promote content

LeadsConvert

Convert visitors to leads & leads to

customers

Customers

Step 1:Step 1:Publish Remark­able Content

Publish Everything

• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases

Target Content to Your Personas

No one cares about yourNo one cares about your products or services, except you.

Get Into the Content Mindset

• Make emails into blog posts• Turn forum posts into blog

postsSh t id t t• Shoot videos at events

• Interview customers for your blogb og

• Repurpose company data for public reports

• Share lessons you learn

Flick Photo: Cindiann

Publish Everywhere

Tips You Might Not Know

• Start before you have a product• Start before you have a website• Start before you have anythingStart before you have anything

• All you need: a rough market and some ideas

A bl l h• A blog can launch a company

Biggest Blogging Mistake

Don’t use a “free” URL from a blog service

• HubSpot.blogspot.com – NO!• HubSpot typepad com – NO!• HubSpot.typepad.com – NO!• HubSpot.wordpress.com – NO!

• Blog.HubSpot.com – Yes• HubSpot com/Blog Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes

Step 2:Step 2:Optimize Your Content

Organic Search is Better

Free

More trafficPay Per Click – 25% of Clicks

Smarter people Organic Results75% of Clicks

Longer lasting75% of Clicks

Source: Marketing Sherpa and Enquiro Research

Pick Your Keyword Battles

1. Search volume2 Relevance to your business2. Relevance to your business3. Competition

• “event”“community development event”• “community development event”

• “community development event Bastrop TX”Bastrop TX

Flickr: saeba

How Does Google Decide?

On-Page Off-PageOn-Page25%

Off-Page75%

On-Page SEO

Page TitleURL

H1, H2, H3 tags

Page TextPage Text• BoldMeta Description

Off-Page SEO

Recommendations from friends1 “I k H bS t”1. “I know HubSpot”2. “HubSpot is a marketing expert”3 Y t t th i thi3. You trust the person saying this

Links are online recommendations1. Link: www.HubSpot.comp2. Link with anchor text: Internet Marketing3. Link from a trusted website3. Link from a trusted website

Step 3:Step 3:Listen & Engage in Social Media

How to Get Started

Listen

Li t M

Share Your Content

Listen More

Build Relationships

What Are They Saying About You?

Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch

T h ti• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com

RSS Simplifies Reading & Monitoring

Your Industry Blogs

Conversation & Distribution

Conversation

Distribution

AND

Distribution

Good Content Spreads

Good Content Engages

Step 4:Step 4:Convert Visitors to Leads

Calls to Action

• Are your offers compelling?

• Call to action best practices• Action oriented & positive• Action oriented & positive• Simple & clear• Make it pop with colors & imagesMake it pop with colors & images• Link both text and images• Targeted to audienceg

• Make it clear: What am I supposed to do here?

Landing Pages

A landing page allows you to convert anonymous traffic into leads with names, contact info, and interests.

Landing page tips

, ,

g p g p• Keep it simple• People scan – use bullets,

bold photosbold, photos• Show the value of the offer• Shorter forms have higher

conversionconversion

Step 5:Step 5:Measure & Analyze

Avoid Paralysis by Analysis

• Don’t measure everything.• Simple is better than complicated.• Focus on 3-5 metricsFocus on 3 5 metrics.

Measure Your Total Reach

36

Traffic

Leads

Sales

…By Channel or Source

Visitors Leads Sales

SEO

SocialMediaMedia

Start with your Website Grader report

www.WebsiteGrader.com

The Modern Marketer

What Skills Are Needed for Marketing?

DDAARRCC

43

What Skills Are Needed for Marketing?

Digital NativeDigital NativeAnalyticalAnalyticalReachReachContent CreatorContent Creator

44

Do This AND That.

(Traditional) Experience is Overrated.

• Learn Faster

• Tech SavvyTech Savvy

• Creative Ideas

How to get there…

4 Tips to Get Started

1) Show, don’t tell.

2) Network.

3) Take risks.

4) Intern. Now.

Training

Reading List

Questions?

Ellie MirmanTwitter: @ellieeilleBlog: www.elliemirman.comBlog: www.elliemirman.com

HubSpotWebsite: www.HubSpot.comBlog: http://Blog.HubSpot.com

Inbound Marketing UniversityW b it I b dM k ti

51

Website: www.InboundMarketing.com