Languages
Pages
Legal
Inbound Marketing Get Found Online
Don GraffPrincipal, Don Graff [email protected]
Digital Dealer 8 April 21, 2010
• Create
• Optimize
• Promote
• Convert
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
“Best Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
“Worst Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Gives Leverage
Budget vs. Brains
Questions to ask yourself...
Am I promoting my content
in social media conversations?
Am I regularly creating new share-
worthy content?
Am I optimizing my content for search and
social media?
Am I converting asmany visitors into
leads and sales as I can?
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Publish Everywhere
46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
Blogging More Often Drives Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
3 Keys to Blog Success
Biggest Blogging Mistake
“Free” URL from Blogspot or Wordpress:• YourBusiness.blogspot.com – NO!• YourBusiness.wordpress.com – NO!
• Blog. YourBusiness.com – Yes• YourBusiness.com/Blog – Yes• YourIndustryBlog.com – Yes
Blog Topic Ideas
• List of 5 ideas, trends or thoughts• Take a recent experience and share it• Answer questions you received recently• Comment on other blog articles• Turn a press release into a blog article
• Create
• Optimize
• Promote
• Convert
Inbound Marketing Workshop
Google is Judge, Jury and Executioner
HubSpot.com/cartoons
SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
SEO Tips from Website Grader
Lessons from 2,084,563 websites
Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
Social Media is the Big Party
Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community– Ask and answer questions
• More effective than live cocktail parties– No boundaries of time or space– Other people can listen in easily
Build Network - Keyword Search
Search.Twitter.com
It’s NOT About You… Ever
HubSpot.com/cartoons
1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Product documentation• Company background
• New market data• Educational content• Top-notch blog posts
MARKETER
SOCIALIZER
Create an Engaging Presence
• Events• Videos• Discussions• Photos• Blog Articles
Inbound Marketing Workshop
• Create
• Optimize
• Promote
• Convert
Social Media is for Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Traffic Source Examples
• Organic search (SEO)• Pay per click search (PPC)• Online PR coverage• Directories• Advertising• Email
Mindset of the Web Visitor
• What page did they visit first?
• What are they looking for?
• How likely are they to buy something?
Conversion Tips
Offer +Call to Action
• Value of offer• Visual design of CTA• Text on CTA• Placement of CTA• Test & experiment
Source of Visitors
Contact Forms
Offer – WIIFM?
• Whitepapers / eBooks• Research / Studies• Free Tools• Trials & Samples• NOT “Contact Us”• Value must be greater than the cost…
No Call to Action
Call to Action
• Starts with verb• Positive• Clear• Direct
Good Homepage Call to Action
Offers and Calls to Action Tips
• Offers need to have value• Use CTAs everywhere• Test to find the best CTA / offer–Offer, colors, text, size, place
• Make the next step obvious and easy
Conversion Tips
Contact Forms
• Consistent with past steps
• Simple & clear• Short forms• Test & experiment
Source of Visitors
Offer +Call to Action
Limited Navigation