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1 Download these slides: SlideShare.net/HubSpot How to Attract More Customers With Content Using HubSpot Software Ellie Mirman Inbound Marketing Manager HubSpot
2 Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. Promote Content V. Convert with Content VI. How to Measure It
3 Who is HubSpot? Founded: 2006 Team: 90 (15 MIT) A: $5m General Catalyst B: $12m Matrix Partners 1,700+ Customers
4 Traditional Marketing (Outbound)
5 Marketing Today (Inbound)
6 Marketing Has Changed
7 The Good News!
8 Inbound Marketing Process Process Publish Optimize Promote Target Capture Nurture Test Analyze ay Repeat Get Found Convert Analyze Tools Content Mgmt Blogging Social Media SEO Offers/ CTAs Landing Pages s Lead Intel Analytics
9 Proven ROI of Inbound Marketing
10 Proven ROI of Inbound Marketing Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads
11 What HubSpot Software Does
12 Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. Promote Content V. Convert with Content VI. How to Measure It
13 Small Business Owner Grows Leads 50x w/ Content Georgia Golf Academy Blog + ebooks + videos = Increased traffic & lead volume 50x 300+ blog subscribers 4,000+ inbound links Academy-Grows-Inbound-Leads-50x
14 How Many Tickets Do You Have?
15 More Indexed Pages
16 More Visitors
17 What Kind of Content? The kind of online content that your buyers naturally gravitate to. - David Meerman Scott Author of The New Rules of Marketing & PR
18 A Word of Caution Business content t DOES NOT mean content about the products and services you sell Create content that s useful and interesting to your target personas
19 What Content Channels Are Best? Blog Podcast Videos Photos Presentations ebooks News Releases
20 Get Into the Content Mindset Make s into blog posts Turn forum posts into blog posts Shoot videos at events Interview customers for your blog bog Repurpose company data for public reports Share lessons you learn Flick Photo: Cindiann
21 Easily Edit Your Website or Blog with HubSpot 21
22 Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. Promote Content V. Convert with Content VI. How to Measure It
23 How Do You Get to the Top?
24 Pick Your Keyword Battles Fight for Ninja or Ninja Halloween Costume Flick Photos: ExtraMedium & Simonstarr
25 Find Your Best Keywords 25
26 Two Sides of Optimization On-Page Off-Page
27 Optimize On Page Page Title URL H1,H2,H3 tags Page Text Bold
28 Half of On-Page SEO Is Invisible Description Keywords Alt text on images
29 HubSpot makes it easy to optimize On-Page
30 Optimize Every Web Page
31 Optimize Every Blog Article
32 Optimize Off-Page Recommendations from friends 1. I know HubSpot 2. HubSpot has great marketing software 3. You trust the person saying this Links are online recommendations 1. A link: 2. Anchor text: Internet Marketing 3. Link is from a trusted website
33 How Do You Get Links? Have something worth linking to.
34 Blogging Means More Inbound Links
35 HubSpot tracks inbound links 35
36 Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. Promote Content V. Convert with Content VI. How to Measure It
37 Social Media? No Time for That Nonsense!
38 Social Media Is Now a Staple Flickr: anitacanita Unmeasured Small scale No business impact But lots of fun Flickr: sierravalleygirl Highly measurable Massive scale Major driver of leads, sales Still fun
39 PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - AND ? I will call you right now
40 PR, Social-Media Style Elapsed Time: 50 Minutes
41 Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 41
42 How to Get Started Listen Share Your Content Listen More Build Relationships
43 HubSpot Helps You Listen & Engage 43
44 Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. Promote Content V. Convert with Content VI. How to Measure It
45 Convert Traffic to Leads to Customers Calls to Action Landing Pages Lead Nurturing Lead Intelligences 45
46 Targeted Calls to Action at Every Step 46
47 Capture Leads with Landing Pages Limited navigation Clear & simple Form above fold 47
48 Lead Nurturing: Get leads to take the next step 48
49 Lead Intelligence for Your Sales Team
50 Salesforce.com or Other CRM
51 Agenda I. About HubSpot & Inbound Marketing II. Create Content III. Optimize Content IV. Promote Content V. Convert with Content VI. How to Measure It
52 Track Blog Subscribers
53 Blog Article Performance 53
54 SEO Performance: Keyword Rank vs. Competition 54
55 SEO Performance: Inbound Links vs. Competition 55
56 Social Media Reach 56
57 How to Track Your Funnel Track visitors. Track leads. Track customers.
58 Analyze Each Channel & Campaign 58
59 Final Thoughts ht
60 Build Leverage
61 Who Knows How to Put All the Pieces Together? d.j.k. on flickr
62 HubSpot Puts the Pieces Together
63 Thank You! Try HubSpot Software Free: Ellie Mirman Inbound Marketing Manager HubSpot
Convert More Website Visitors to Leads Using HubSpot
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