Post on 19-Aug-2015
How to Use the Power of
Inbound Marketing to Generate
Leads Online Ellie Mirman @ellieeille
Top 10 Blog
189k followers
143k likes
13k followers
45k new leads/month
4m free users
6k customers
CAMPAIGN A
CAMPAIGN B
JIM
RICK
2006 2007 2008 2009 2010 2011
48
317
1150
3855
5961
3
Success with Inbound Marketing
HubSpot Customers
Agenda
Inbound Marketing Basics
Inbound Strategy and Tactics
Group Exercise
Marketing is changing
has changed
The traditional marketing playbook
TV
Radio
PR
Events
Direct Mail
Analytics
8
86% skip TV ads
91% unsubscribe
200m Say DO NOT CALL
44% of direct mail is never opened
The new marketing playbook
SEO
Social Media
Blogging
Email Marketing
Lead Nurturing
Social CRM
Landing Pages
Video
Marketing Automation
Marketing Analytics
1 1 Where do
B2B buyers get their
information? 37% Catalogs
71% Internet
39% Trade Shows
35% Seminars
41% Trade
Groups
Source: Rewiring Your B2B Rulebook
(Research from Google & Compete, conducted in October 2011)
Inbound favors brains over budget
VS.
Inbound consistently yields lower cost leads
Trade shows ranked most expensive;
blogs ranked least expensive
The worst thing we did in marketing last year was attend several trade shows and events with low yield and ROI.
Marketing Professional Professional Services/Consulting 26 to 50 Employees
This past year we spent a few hundred dollars on a door-hanger marketing piece and got no response—at all.
Business Owner Professional Services/Consulting 1 to 5 Employees
89% are maintaining or increasing their
inbound budgets
Increases Driven by Past Success;
Decreases Driven by the Economy
Small business
vs.
big business
Small Businesses Level the Playing Field
Inbound converts leads into customers
How Inbound Marketing WORKS.
1 Get Found
2 Convert
3 Analyze
( INBOUND ) MARKETING
1 Get Found
of B2B executives use search engines to find goods & services for their business.
73%
BLOG
Why Blog?
Build a marketing asset
Fuel the inbound marketing machine
Build thought leadership and trust
1
2
3
Build
marketing
assets
Publish everything
Think about
your
personas
Photo: Kadient with their personas, courtesy of David Meerman Scott
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
Content fuels inbound marketing
Content
Search Engine
Optimization
Social Media Landing Page Offers
Email Marketing &
Lead Nurturing
#1 for “employee uniform cleaning”
#8 for “restaurant linen cleaning”
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
NO
YES
• Sitex-corp.blogspot.com
• Sitex-corp.typepad.com
• Sitex-corp.wordpress.com
• Blog.Sitex-corp.com
• Sitex-corp.com/Blog
• UniformCleaningTips.com
70% of Businesses Blog At Least Weekly
Blog Frequency and Customer Acquisition
Company Blogs are Increasingly Valued
SEO
Paid vs. Organic Search Results
Paid vs. Organic Search Results
Paid
Paid vs. Organic Search Results
Organic
A look at organic results
Wikipedia
HubSpot blog
Free
resources
Free training
Organic Search is Better
1 Free
2 More traffic
(80% clicks)
3 More educated
4 Longer lasting
Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3. Competition
• “uniforms”
• “medical uniform rentals”
• “medical uniform rentals Jasper, IN”
Flickr: saeba
How Does Google Decide?
On-Page
25%
Off-Page
75%
On-Page SEO Basics
Page title
URL
Headings & text
Meta description
Off-Page SEO Basics
www.sitex-
corp.com
Sitex
Medical
Apparel
Sitex
Medical
Apparel
How do you get more links?
Have something worth linking to.
1700+
inbound
links
SOCIAL MEDIA
What is Social Media For?
Social Media & Blogs Generate Real Customers
Facebook Is More Effective for B2C; LinkedIn Is for B2B
The best things we’ve done to drive leads and sales this past year is embrace social media, establish a blog, and convince ownership to accept inbound marketing strategy.
Marketing Professional Manufacturing Industry 201 to 500 Employees
Social Media How-To
Listen
Share
Be Human
1
2
3
Listen 1
• What are people saying about…
– You?
– Your competitors?
– Their problems?
• Who’s talking?
– Customers
– Prospects
– Competitors
– Thought leaders
Share 2
• Your content spread your reach
• Questions start conversations
• Other resources show thought leadership
Be Human 3
Who’s ready for their grade?
2 Convert
CALLS-TO-ACTION
What am I supposed to do here?
What am I supposed to do here?
61
Great calls to action are…
Obvious
Great calls to action are…
Action-
oriented
Great calls to action are…
Simple
& clear
Great calls to action are…
Targeted
It should always be clear…
What am I supposed
to do here?
LANDING PAGES
What is a Landing Page?
What is a Landing Page?
Great landing pages are…
Clear &
simple
Great landing pages are…
Focused
Great landing pages…
Show
value
Can you answer…
What’s in it for me?
Live Landing Page Optimization
If email was a country, its
1.4 billion users would make
it the largest in the world. Source: Email Marketing Reports
5 Types of Email
Newsletter or Digest
Dedicated Email
Lead Nurturing
Sponsorship/Partner Emails
1
2
3
4
Transactional Emails 5
No matter the type of email…
Know your goal.
Good email is timely.
Source: HubSpot Science of Email Marketing
Good email is relevant.
Segmented emails get
clicks
Source: MarketingSherpa
Good email is valuable.
Good email is something someone would want to receive.
Good email has a call to action.
Good email leverages relationships.
From a
recognizable
name and
address with
real reply-to
Add a
personal
touch
Connect in
multiple
ways
Good email is readable.
Don’t rely
on images
Good email is readable.
Source: HubSpot Science of Email Marketing
Optimize for
mobile
Good email results in the desired action.
Best practices may not be best.
Source: HubSpot Science of Email Marketing
Most popular days
to send email.
Source: HubSpot Science of Email Marketing
Best practices may not be best.
3 Analyze
Avoid paralysis
by analysis.
Focus on a few
simple metrics.
Visits, Leads, and Customers
Results by Channel and Offer
Set targets and
measure regularly
FINAL THOUGHT
You have the
tools. Build
your inbound
marketing
machine.
THANK YOU Ellie Mirman
@ellieeille
elliemirman.com
HubSpot.com
Blog.HubSpot.com
Marketing.Grader.com
HubSpot.com/SOIM