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

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Marketing is ChangingMarketing is Changinghas changed

Traditional Marketing = Outbound

Outbound Marketing is Broken

800-555-1234AnnoyingSalespersonp

So … what’s INBOUND marketing?

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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

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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

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What Skills Are Needed for Marketing?

Digital NativeDigital NativeAnalyticalAnalyticalReachReachContent CreatorContent Creator

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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

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Website: www.InboundMarketing.com