How to Attract More Customers With Content Using Hubspot

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<ol><li> 1. Download these slides:SlideShare.net/HubSpot How to Attract Moreott act o e Customers With Content Using HubSpot Software Ellie MirmanInbound Marketing ManagerHubSpot Twitter: @ellieeille </li><li> 2. AgendaI. About HubSpot &amp; Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It </li><li> 3. Who is HubSpot? Founded:2006 1,700+ Customers Team:90(15MIT) T90 (15 MIT) A:$5mGeneralCatalyst B:$12mMatrixPartners </li><li> 4. Traditional Marketing (Outbound) </li><li> 5. Marketing Today (Inbound) </li><li> 6. Marketing Has Changed1950 - 20002000 - 2050 </li><li> 7. The Good News! </li><li> 8. Inbound Marketing Process ProcessTools Publish Content Mgmt Optimize Get Found Blogging Promote Social Media SEO Target Offers / CTAs CaptureConvert Landing Pages Nurture Emails Lead Intel Test Analytics Analyzeay e Analyze Repeat </li><li> 9. Proven ROI of Inbound Marketingwww.HubSpot.com/ROI </li><li> 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 gpwww.HubSpot.com/ROI </li><li> 11. What HubSpot Software Does </li><li> 12. AgendaI. About HubSpot &amp; Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It </li><li> 13. Small Business Owner Grows Leads 50x w/ Content GeorgiaGolf Academyy Blog + ebooks +videos = Increased traffic &amp;lead volume 50x 300+ blogsubscribers 4,000+ inboundlinks http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf- Academy-Grows-Inbound-Leads-50x </li><li> 14. How Many Tickets Do You Have? </li><li> 15. More Indexed Pages </li><li> 16. More Visitors </li><li> 17. What Kind of Content?The kind of online contentthat your buyers naturallygravitate to.- David Meerman ScottAuthor of The New Rules ofMarketing &amp; PRwww.webinknow.com </li><li> 18. A Word of Caution B i Business content DOES NOT meant t content about the products and services you sell y Create content thats useful and interesting to your target personas </li><li> 19. What Content Channels Are Best? Blog Podcast Videos Photos Ph t Presentations eBooks News Releases </li><li> 20. Get Into the Content Mindset Make emails into blog posts Turn forum posts into blog posts Sh t videos at events Shoot id t t Interview customers for your b og blog Repurpose company data for public reports Share lessons you learnFlick Photo: Cindiann </li><li> 21. Easily Edit Your Website or Blog with HubSpot 21 </li><li> 22. AgendaI. About HubSpot &amp; Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It </li><li> 23. How Do You Get to the Top? </li><li> 24. Pick Your Keyword BattlesFight for Ninja or Ninja Halloween CostumeFlick Photos: ExtraMedium &amp; Simonstarr </li><li> 25. Find Your Best Keywords 25 </li><li> 26. Two Sides of OptimizationOn-PageO POff-Page Off </li><li> 27. Optimize On Page Page Title URL H1,H2,H3 tags Page Text Bold </li><li> 28. Half of On-Page SEO Is Invisible Description Keywords Alt text on images </li><li> 29. HubSpot makes it easy to optimize On-Page </li><li> 30. Optimize Every Web Page </li><li> 31. Optimize Every Blog Article </li><li> 32. Optimize Off-Page Recommendations from friends1. I1 I know HubSpotHubSpot2. HubSpot has great marketing software3.3 You trust the person saying this Links are online recommendations1. A link: www.HubSpot.com2.2 Anchor text: Internet Marketing3. Link is from a trusted website </li><li> 33. How Do You Get Links?Have something worth linking to. </li><li> 34. Blogging Means More Inbound Links </li><li> 35. HubSpot tracks inbound links 35 </li><li> 36. AgendaI. About HubSpot &amp; Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It </li><li> 37. Social Media? No Time for That Nonsense! </li><li> 38. Social Media Is Now a StapleFlickr: anitacanita Flickr: sierravalleygirl Unmeasured Highly measurable Small scale Massive scale No business impact Major driver of leads, sales But lots of fun Still fun </li><li> 39. PR, Social-Media StyleNeed to urgently speak with a business that is veryactively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9408 555-5555?I will call you right now </li><li> 40. PR, Social-Media Style Elapsed Time:50 Minutes </li><li> 41. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 &amp; Q2 2009)&gt;15% Social Media; 22.9% Google ;g41 </li><li> 42. How to Get StartedListenShare Your ContentListen More Li t M Build Relationships </li><li> 43. HubSpot Helps You Listen &amp; Engage 43 </li><li> 44. AgendaI. About HubSpot &amp; Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It </li><li> 45. Convert Traffic to Leads to Customers Calls to Action Landing Pages Lead Nurturing Lead Intelligences 45 </li><li> 46. Targeted Calls to Action at Every Step 46 </li><li> 47. Capture Leads with Landing PagesLimited navigationg Clear &amp; simple Form above fold 47 </li><li> 48. Lead Nurturing: Get leads to take the next step 48 </li><li> 49. Lead Intelligence for Your Sales Team </li><li> 50. Salesforce.com or Other CRM </li><li> 51. AgendaI. About HubSpot &amp; Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It </li><li> 52. Track Blog Subscribers </li><li> 53. Blog Article Performance 53 </li><li> 54. SEO Performance: Keyword Rank vs. Competition 54 </li><li> 55. SEO Performance: Inbound Links vs. Competition 55 </li><li> 56. Social Media Reach 56 </li><li> 57. How to Track Your Funnel Track visitors. Track leads. Track customers. </li><li> 58. Analyze Each Channel &amp; Campaign 58 </li><li> 59. Final Thoughts Fi l Thht </li><li> 60. Build Leverage </li><li> 61. Who Knows How to Put All the Pieces Together? d.j.k. on flickr </li><li> 62. HubSpot Puts the Pieces Together </li><li> 63. Thank You!Try HubSpot Software Free:p www.HubSpot.com/Free-Trial Ellie Mirman Inbound Marketing Manager HubSpotTwitter: @ellieeille </li></ol>