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How Small Businesses
Can Get Found Online
Agents Council for Technology (ACT) Meeting
        Ellie Mirman
        Inbound...
Marketing is Changing
                                 has changed




Flickr: globetrotter
2
Traditional Marketing (Outbound)




3
Marketing Today (Inbound)




4
Inbound Marketing is More Effective
                          Average Cost Per Lead




                                  ...
Flick Photo: Thomas Hawk
Budget vs. Brains




Flickr: Refracted Moments   Flickr: Gaetoan Lee
Inbound Gives Leverage
Inbound Marketing is a Methodology
5 Steps to Get Started




Flickr:travelingtribe
1. Solve Problems
Think About Your Personas
Don’t Talk About Your Products
2. Become a Publisher
Publish Everything
Get Into the Content Mindset
                        • Make emails into blog posts
                        • Turn forum po...
Case Study: Indium Corporation
                                  Developer, manufacturer, supplier of
                    ...
3. Listen
What Keywords Are They Using?
Where Are They Talking?
Engage with Your Audience




Conversation
    AND

 Distribution
4. Create Opportunities
What Am I Supposed to Do Here?




23
What Am I Supposed to Do Here?




24
Capture Leads with Landing Pages
5. Measure
Avoid Paralysis by Analysis

                     • Don’t measure
                       everything.
                     ...
Traffic
Leads
Sales
…By Channel or Source
         Visitors   Leads   Sales

SEO


Social
Media
Free WebsiteGrader Report
Thank You!

     Ellie Mirman
     Twitter: @ellieeille
     Blog: www.elliemirman.com

     HubSpot:
     Website: www.Hu...
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How Small Businesses Can Get Found Online - Presentation for Agents Council for Technology (ACT)

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Presentation for Agents Council for Technology (ACT) on how small businesses can get found online and generate more inbound leads.

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How Small Businesses Can Get Found Online - Presentation for Agents Council for Technology (ACT)

  1. 1. How Small Businesses Can Get Found Online Agents Council for Technology (ACT) Meeting Ellie Mirman Inbound Marketing Manager, HubSpot Twitter: @ellieeille
  2. 2. Marketing is Changing has changed Flickr: globetrotter 2
  3. 3. Traditional Marketing (Outbound) 3
  4. 4. Marketing Today (Inbound) 4
  5. 5. Inbound Marketing is More Effective Average Cost Per Lead 60% Lower Cost $332 Per Lead $134 Outbound Marketing Dominated Inbound Marketing Dominated Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 5
  6. 6. Flick Photo: Thomas Hawk
  7. 7. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  8. 8. Inbound Gives Leverage
  9. 9. Inbound Marketing is a Methodology
  10. 10. 5 Steps to Get Started Flickr:travelingtribe
  11. 11. 1. Solve Problems
  12. 12. Think About Your Personas
  13. 13. Don’t Talk About Your Products
  14. 14. 2. Become a Publisher
  15. 15. Publish Everything
  16. 16. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  17. 17. Case Study: Indium Corporation Developer, manufacturer, supplier of specialty alloys, solders, & thermal interface materials Dozens of blogs & bloggers 17
  18. 18. 3. Listen
  19. 19. What Keywords Are They Using?
  20. 20. Where Are They Talking?
  21. 21. Engage with Your Audience Conversation AND Distribution
  22. 22. 4. Create Opportunities
  23. 23. What Am I Supposed to Do Here? 23
  24. 24. What Am I Supposed to Do Here? 24
  25. 25. Capture Leads with Landing Pages
  26. 26. 5. Measure
  27. 27. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics. Flickr: ssh
  28. 28. Traffic
  29. 29. Leads
  30. 30. Sales
  31. 31. …By Channel or Source Visitors Leads Sales SEO Social Media
  32. 32. Free WebsiteGrader Report
  33. 33. Thank You! Ellie Mirman Twitter: @ellieeille Blog: www.elliemirman.com HubSpot: Website: www.HubSpot.com Blog: http://Blog.HubSpot.com Grader: http://Grader.com Presentation Slides: http://SlideShare.net/HubSpot 33
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Presentation for Agents Council for Technology (ACT) on how small businesses can get found online and generate more inbound leads.

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