How to Use the Power of Inbound Marketing to Generate Leads Online

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

Print

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%

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

Paid vs. Organic Search Results


Paid


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


Action-

oriented


Simple

& clear


Targeted

It should always be clear…

What am I supposed

to do here?

LANDING PAGES

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

email

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.


Optimize for

mobile

Good email results in the desired action.

Best practices may not be best.


Most popular days

to send email.


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.

http://bit.ly/howsyourmarketing

THANK YOU Ellie Mirman

@ellieeille

elliemirman.com

HubSpot.com

Blog.HubSpot.com

Marketing.Grader.com

HubSpot.com/SOIM

How to Use the Power of Inbound Marketing to Generate Leads Online

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