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How to Build a BusinessHow to Build a Business Blog for Lead GenerationBlog for Lead Generation Using HubSpotg p
Prashant KawInbound Marketing Manager
Ellie MirmanInbound Marketing ManagerInbound Marketing Manager
Twitter: @prashantkawInbound Marketing ManagerTwitter: @ellieeille
Who is HubSpot?
• Founded: 2006
T 90 (15 MIT)1,400+ Customers
• Team: 90 (15 MIT)
• A: $5m General Catalyst
• B: $12m Matrix Partners
• Outside Director:Outside Director:
Gail Goodman, CEO Constant Contact (CTCT)Constant Contact (CTCT)
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 g p
www.HubSpot.com/ROI
The Role of the Business Blog
Build thought leadershipCreate content for SEOShare your remarkable contentShare your remarkable contentInteract with your communityCreate business opportunitiesMeasure resultsMeasure results
10
Blogging is Thought Leadership
• Become a resourceInteract ith infl encers• Interact with influencers
• Facilitate dialogue• Encourage subscriptions• Build trustBuild trust
Every Post is an SEO Opportunity
• Organic is better• Build a long lasting asset• More content = more visitors & powerMore content more visitors & power• Pull in your personas
17
Organic Search is Better
Pay Per Click – 25% of Clicks
Organic Results75% of Clicks
Source: Marketing Sherpa and Enquiro Research
More Content = More Visitors & Power
10,000,000
Average Pages per Website by Page Rank
1,000,000
page
s
100,000
# of
Web
p
10,000
Aver
age
#
1,0001 2 3 4 5 6 7 8 9 10
Page Rank (10 is best)
More Content = More Visitors & Power
Average Pages per Website by Alexa Traffic Rank
1,000,000
page
s
100,000
# of
Web
p
10,000
Aver
age
#
1,000 > 10,000,000 (Extremely Low Traffic)
5,000,001 to 10,000,000 (Very Low
1,000,001 to 5,000,000
(Low Traffic)
500,001 to 1,000,000 (Medium
100,001 to 500,000 (High
Traffic)
< 100,000 (Very High
Traffic)
A
) ( yTraffic)
( ) (Traffic)
) )
Alexa Traffic Rank
Your Content Pulls in Your Personas
“Create the kind of online content that your buyersthat your buyers naturally gravitate to ”to.
- David Meerman ScottAuthor of The New Rules ofAuthor of The New Rules of
Marketing & PRwww.webinknow.com
Sharing: Give Before You Get
• Social Media = Cocktail Party• Help your content spread• Expand your reachExpand your reach
27
Direct Conversations
• Host conversations• Answer questions• Comment on blogsComment on blogs• Moving beyond your blog• Track your interactions
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Creating Opportunities
• Convert content and ticonversations
• Calls to action• Landing pages
T k i• Track conversions
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Convert Conversations
Capture leads with l dilanding pages
Landing Page Tips:Li it d i tiLimited navigationClear & simplepForm above fold
43