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How to Use the
                     Power of
               Inbound Marketing
                   to Generate
Ellie Mirman
@ellieeille       Leads Online
How to Use the Power of Inbound Marketing to Generate Leads Online
Top 10 Blog

                             189k followers

                             143k likes

                             13k followers



       45k new leads/month
JIM


       4m free users
RICK
       6k customers
Success with Inbound Marketing
                                  5961
                                   HubSpot Customers




                              3855

                     1150
              317
       48
 3


2006   2007   2008     2009     2010            2011
Agenda
Inbound Marketing Basics                                  Group Exercise




                           Inbound Strategy and Tactics
Marketing is changing
          has changed
The traditional marketing playbook


                          Print
                          TV
                          Radio
                          PR
                          Events
                          Direct Mail
                          Analytics
86%
 skip TV ads




  44%
  of direct mail is
  never opened




   91%
   unsubscribe



200m
Say DO NOT CALL




                      8
The new marketing playbook
                 SEO
                 Social Media
                 Blogging
                 Email Marketing
                 Lead Nurturing
                 Social CRM
                 Landing Pages
                 Video
                 Marketing Automation
                 Marketing Analytics
1
  Where do
 B2B buyers

1  get their
information?                     37%
                               Catalogs




                                                        71%
            35%
          Seminars
                                                      Internet

                       39%
   41%                Trade
  Trade               Shows
 Groups

                                              Source: Rewiring Your B2B Rulebook
                     (Research from Google & Compete, conducted in October 2011)
Inbound favors brains over budget



              VS.
Inbound consistently yields lower cost leads
Trade shows ranked most expensive;
blogs ranked least expensive
The worst thing we
                     did in marketing
                     last year was attend
                     several trade shows
                     and events with low
                     yield and ROI.


Marketing Professional
Professional Services/Consulting
26 to 50 Employees
This past year we
                         spent a few hundred
                         dollars on a door-
                         hanger marketing
                         piece and got no
                         response—at all.


Business Owner
Professional Services/Consulting
1 to 5 Employees
89% are maintaining or increasing their
inbound budgets
Increases Driven by Past Success;
Decreases Driven by the Economy
Small business
vs.
big business
Small Businesses Level the Playing Field
Inbound converts leads into customers
How
Inbound
Marketing
WORKS.
1   Get Found




                  ( INBOUND )
                  MARKETING



                                2   Convert


    3   Analyze
1   Get Found

73%
of B2B executives use
search engines to find
goods & services for
their business.
BLOG
Why Blog?


1   Build a marketing asset

2   Fuel the inbound marketing machine

3   Build thought leadership and trust
Build
marketing
assets
Publish everything
Think about
          your
          personas




Photo: Kadient with their personas, courtesy of David Meerman Scott
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
Content fuels inbound marketing

                          Content


Search Engine                                     Email Marketing &
Optimization                                      Lead Nurturing




           Social Media             Landing Page Offers
#1 for “employee uniform cleaning”
#8 for “restaurant linen cleaning”
Biggest Blogging Mistake

Don’t use a “free” URL from a blog service
          • Sitex-corp.blogspot.com
   NO     • Sitex-corp.typepad.com
          • Sitex-corp.wordpress.com

          • Blog.Sitex-corp.com
  YES     • Sitex-corp.com/Blog
          • UniformCleaningTips.com
70% of Businesses Blog At Least Weekly
Blog Frequency and Customer Acquisition
Company Blogs are Increasingly Valued
SEO
Paid vs. Organic Search Results
Paid vs. Organic Search Results

                           Paid
Paid vs. Organic Search Results



Organic
A look at organic results

       Wikipedia


                       HubSpot blog




                              Free
                              resources

                            Free training
Organic Search is Better

   1 Free           3 More educated
   2 More traffic   4 Longer lasting
     (80% clicks)
Pick Your Keyword Battles

     1. Search volume
     2. Relevance to your business
     3. Competition

     • “uniforms”
     • “medical uniform rentals”
     • “medical uniform rentals Jasper, IN”



Flickr: saeba
How Does Google Decide?




   On-Page        Off-Page
    25%             75%
On-Page SEO Basics
                     Page title



                     URL



                     Headings & text




                     Meta description
Off-Page SEO Basics

                Sitex     Sitex
  www.sitex-
               Medical   Medical
  corp.com
               Apparel   Apparel
How do you get more links?



    Have something worth linking to.



                                 1700+
                                inbound
                                  links
SOCIAL MEDIA
What is Social Media For?
Social Media & Blogs Generate Real Customers
Facebook Is More Effective for B2C; LinkedIn Is for B2B
The best things we’ve done
                         to drive leads and sales
                         this past year is embrace
                         social media, establish a
                         blog, and convince
                         ownership to accept
                         inbound marketing
                         strategy.



Marketing Professional
Manufacturing Industry
201 to 500 Employees
Social Media How-To


 1   Listen

 2   Share

 3   Be Human
1    Listen

• What are people saying about…
  – You?
  – Your competitors?
  – Their problems?
• Who’s talking?
  – Customers
  – Prospects
  – Competitors
  – Thought leaders
2    Share

• Your content  spread your reach

• Questions  start conversations

• Other resources  show thought leadership
3   Be Human
Who’s ready for
 their grade?
2   Convert
CALLS-TO-ACTION
What am I supposed to do here?
What am I supposed to do here?




     61
Great calls to action are…




                        Obvious
Great calls to action are…




                         Action-
                        oriented
Great calls to action are…




                        Simple
                        & clear
Great calls to action are…




                        Targeted
It should always be clear…


            What am I supposed
                   to do here?
LANDING PAGES
What is a Landing Page?
What is a Landing Page?
Great landing pages are…




                      Clear &
                      simple
Great landing pages are…




                      Focused
Great landing pages…




                       Show
                       value
Can you answer…

            What’s in it for me?
Live
Landing Page
Optimization
EMAIL
If email was a country, its
   1.4 billion users would make
   it the largest in the world.
Source: Email Marketing Reports
How to Use the Power of Inbound Marketing to Generate Leads Online
5 Types of Email

 1   Newsletter or Digest

     2   Dedicated Email

 3   Lead Nurturing

     4   Sponsorship/Partner Emails

 5   Transactional Emails
No matter the type of email…
             Know your goal.
Good email is timely.




Source: HubSpot Science of Email Marketing
Good email is relevant.


        Segmented
        emails get

                  clicks


                           Source: MarketingSherpa
How to Use the Power of Inbound Marketing to Generate Leads Online
Good email is valuable.
Good email
is something
someone
would want
to receive.
Good email has a call to action.
Good email leverages relationships.


  From a
  recognizable
  name and
  email
  address with
  real reply-to




   Add a
                                    Connect in
personal
                                    multiple
   touch
                                    ways
Good email is readable.

                          Don’t rely
                          on images
Good email is readable.


                                             Optimize for
                                             mobile




Source: HubSpot Science of Email Marketing
Good email
results in
the desired
action.
Best practices may not be best.

                                    Most popular days
                                     to send email.




Source: HubSpot Science of Email Marketing
Best practices may not be best.




Source: HubSpot Science of Email Marketing
3   Analyze
Avoid paralysis
   by analysis.
Focus on a few
simple metrics.
Visits, Leads, and Customers
Results by Channel and Offer
Set targets and
measure regularly
FINAL THOUGHT
You have the
 tools. Build
your inbound
  marketing
  machine.
How to Use the Power of Inbound Marketing to Generate Leads Online
THANK YOU
Ellie Mirman
@ellieeille
elliemirman.com

                          HubSpot.com
                     Blog.HubSpot.com
                  Marketing.Grader.com

                    HubSpot.com/SOIM

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