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Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was delivered as a Keynote for the Scottish Enterprise Winning Through Innovation event on Fri/Jun 17th in Glasgow. A copy of the handout used to power the 2nd half workshop can by found by searching for ’Inbound Marketing Content Workshop’
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April 12, 2023
Grow with Inbound Marketing:Spend 60% Less on Leads for Customer Acquisition
Kirsten KnippDirector, Product Evangelism, HubSpot@kirstenpetra
The Bad News
Traditional Marketing Is Hard
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: State of Inbound Marketing 2011
Here’s Why
Ask yourself …
Am I regularly creating remarkable content?
Am I optimizingmy content for
search and social media?
Am I promotingmy content via all
channels, including social media?
Am I converting asmany visitors into
leads and sales as I can?
Am I analyzing the results to improve my
marketing?
Stop thinking like amarketer or advertiser.
Start thinking part publisher, socializer &
scientist.
Get Found
Convert
Ana
lyze
Getting Found
Create
Optimize
Promote
Know your Audience
Define your ‘Persona’
•What are their goals and aspirations?
•What motivates and inspires them?
•What are their problems/pains/obstacles?
•How do they consume information (on- and offline)?
•What/who influences their buying decisions?
•What's important to them?
19
Draw People Down the Funnel
20
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
1) Different depth & value of content at each stage2) Different willingness to share personal data at each stage
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• Webinars• News Releases
Grow Traffic with Remarkable Content
• Blogging Attracts More Visitors
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
57% of companies who blog have gotten
revenuebecause of their blog.
More Content = More Leads & Sales
• Blog More to Increase Results
Source: HubSpot State of Inbound Marketing 2011
Getting Found
Create
Optimize
Promote
Two Sides of Optimization
On-Page Off-Page
+
How Google Weighs Optimization
Off-page optimization is critical
On Page
(25%)
Off Page(75%)
How Do You Get Links?
Create content worth linking to …
Blogging Attracts Inbound Links
Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
Where is Search Headed?
Where Everyone Else is Going
SEO in 2011 & Beyond
On-Page Off-Page
+ +
Social Graph
Getting Found
Create
Optimize
Promote
Listen & Engage
• Social Media Monitoring … • Twitter • Facebook Discussions• LinkedIn Answers• What’s relevant in your country or industry?
Build Networks, Share Content of Value
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New data• Funny videos• Top-notch posts
Content is King Across Channels
“More brands are trying to work out how to drive their social strategies …
Key findings are that … content is the driving force for whether users share or ‘like’ a brand.”
-Bruce Daisley, UK Head of YouTube & Google Display
Content & Social for Every Industry
Make Sharing Easy
$
Tweet
Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel
Blog Post
Email from Website Form
...we have a free tool, can you mention our website and product?...
Joint effort discussion
We’ll mention you, you mention us
Partner Links
Mention in Newsletter
Unique Hubspot tokenized URL
Traffic to Orchestra.com
Web Lead via CTA
Lead Source: Newsletter via Hubspot Token
How Can Sharing Deliver Leads?
Courtesy of HubSpot Customer:
Blogs & Social Media Drive Real Sales
More Cost Effectively than Traditional
Source: State of Inbound Marketing 2011
Get Found
Convert
Ana
lyze
44
Qualified Traffic IncreasesNow Catch & Convert Leads
Recognize This?
45
Give Visitors Direction
700+ Landing Pages
Blog & Content PagesHome Page
Don’t Distract from Conversion
47
Image that supports topic
Limited navigation
Quick scan details
Bullet points detail the offer
Shorter forms above the fold are better
Share links help people promote your content
Help your Sales Team Connect
Get Found
Convert
Ana
lyze
Become a Marketing Scientist
Recognition | Industry Websites
Recognition | Industry Leaders
Web 2.0 Penetration
Courtesy of HubSpot Customer:
Qualitative: Blog & Brand-Social ReachThought Leadership Status
Courtesy of HubSpot Customer:
Quantitative: Overall Reach
Courtesy of HubSpot Customer:
Measure Sources of Traffic, Leads & Sales
Invest More in What Works … Inbound
Other Marketers Are …
Final Thoughts
Traditional Sales
Inbound Sales & Marketing
Can You Put the Pieces Together?
d.j.k. on flickr
HubSpot Puts the Pieces Together
Additional Resources
• Read “Inbound Marketing” Book www.InboundBook.com
• Grade your website: www.WebsiteGrader.com
• Try HubSpot for Free: www.hubspot.com/free-trial-uk
• Check out more free resources: www.HubSpot.com/marketing-hubs
Contact Kirsten Knipp:•1-888-HubSpot•www.Twitter.com/kirstenpetra •www.LinkedIn.com/in/kirstenpetra •Company: www.HubSpot.com•Blog: blog.HubSpot.com•Free Tool: www.WebsiteGrader.com
Thank you!