How to Attract More Customers With Content Using Hubspot

Embed Size (px)

Text of How to Attract More Customers With Content Using Hubspot

  1. 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
  2. 2. AgendaI. About HubSpot & Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It
  3. 3. Who is HubSpot? Founded:2006 1,700+ Customers Team:90(15MIT) T90 (15 MIT) A:$5mGeneralCatalyst B:$12mMatrixPartners
  4. 4. Traditional Marketing (Outbound)
  5. 5. Marketing Today (Inbound)
  6. 6. Marketing Has Changed1950 - 20002000 - 2050
  7. 7. The Good News!
  8. 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
  9. 9. Proven ROI of Inbound Marketingwww.HubSpot.com/ROI
  10. 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
  11. 11. What HubSpot Software Does
  12. 12. AgendaI. About HubSpot & Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It
  13. 13. Small Business Owner Grows Leads 50x w/ Content GeorgiaGolf Academyy Blog + ebooks +videos = Increased traffic &lead volume 50x 300+ blogsubscribers 4,000+ inboundlinks http://www.hubspot.com/customer-case-studies/bid/4791/Georgia-Golf- Academy-Grows-Inbound-Leads-50x
  14. 14. How Many Tickets Do You Have?
  15. 15. More Indexed Pages
  16. 16. More Visitors
  17. 17. What Kind of Content?The kind of online contentthat your buyers naturallygravitate to.- David Meerman ScottAuthor of The New Rules ofMarketing & PRwww.webinknow.com
  18. 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
  19. 19. What Content Channels Are Best? Blog Podcast Videos Photos Ph t Presentations eBooks News Releases
  20. 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
  21. 21. Easily Edit Your Website or Blog with HubSpot 21
  22. 22. AgendaI. About HubSpot & Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It
  23. 23. How Do You Get to the Top?
  24. 24. Pick Your Keyword BattlesFight for Ninja or Ninja Halloween CostumeFlick Photos: ExtraMedium & Simonstarr
  25. 25. Find Your Best Keywords 25
  26. 26. Two Sides of OptimizationOn-PageO POff-Page Off
  27. 27. Optimize On Page Page Title URL H1,H2,H3 tags Page Text Bold
  28. 28. Half of On-Page SEO Is Invisible Description Keywords Alt text on images
  29. 29. HubSpot makes it easy to optimize On-Page
  30. 30. Optimize Every Web Page
  31. 31. Optimize Every Blog Article
  32. 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
  33. 33. How Do You Get Links?Have something worth linking to.
  34. 34. Blogging Means More Inbound Links
  35. 35. HubSpot tracks inbound links 35
  36. 36. AgendaI. About HubSpot & Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It
  37. 37. Social Media? No Time for That Nonsense!
  38. 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
  39. 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
  40. 40. PR, Social-Media Style Elapsed Time:50 Minutes
  41. 41. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009)>15% Social Media; 22.9% Google ;g41
  42. 42. How to Get StartedListenShare Your ContentListen More Li t M Build Relationships
  43. 43. HubSpot Helps You Listen & Engage 43
  44. 44. AgendaI. About HubSpot & Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It
  45. 45. Convert Traffic to Leads to Customers Calls to Action Landing Pages Lead Nurturing Lead Intelligences 45
  46. 46. Targeted Calls to Action at Every Step 46
  47. 47. Capture Leads with Landing PagesLimited navigationg Clear & simple Form above fold 47
  48. 48. Lead Nurturing: Get leads to take the next step 48
  49. 49. Lead Intelligence for Your Sales Team
  50. 50. Salesforce.com or Other CRM
  51. 51. AgendaI. About HubSpot & Inbound MarketingII.Create ContentIII. Optimize ContentIV.IV Promote ContentV. Convert with ContentVI.How to Measure It
  52. 52. Track Blog Subscribers
  53. 53. Blog Article Performance 53
  54. 54. SEO Performance: Keyword Rank vs. Competition 54
  55. 55. SEO Performance: Inbound Links vs. Competition 55
  56. 56. Social Media Reach 56
  57. 57. How to Track Your Funnel Track visitors. Track leads. Track customers.
  58. 58. Analyze Each Channel & Campaign 58
  59. 59. Final Thoughts Fi l Thht
  60. 60. Build Leverage
  61. 61. Who Knows How to Put All the Pieces Together? d.j.k. on flickr
  62. 62. HubSpot Puts the Pieces Together
  63. 63. Thank You!Try HubSpot Software Free:p www.HubSpot.com/Free-Trial Ellie Mirman Inbound Marketing Manager HubSpotTwitter: @ellieeille