A presentation by Ellie Mirman on January 16, 2010, at Holy Cross University. The talk was an overview of how marketing has changed and what is the future of marketing: inbound marketing.
17. The Results
400+% increase in qualified traffic
q
“We find Twitter has been a great driver
g
of traffic to the blog, and also another
great driver of awareness for us.”
1,000+% increase in
blog subscribers
17
18. You Oughta Know Inbound Marketing
• Video
• 40 000 views first week
40,000
• 10,000 views first day
• Social Media
• #1 source = StumbleUpon
• #2 source = Twitter
• #3 source = Facebook
• SEO
• Page 1 for “inbound marketing”
• 50 i b
50+ inbound li k to bl article
d links blog i l
19. BlendTec - Will It Blend?
Videos + Social Media
• 55 000 i b
55,000 inbound li k
d links
• 83,000 YouTube
subscribers
• 500+ Facebook groups
g p
• 5 Digg front page
stories
• 3x Sales Increase
27. Publish Everything
• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
28. 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 learn
Flick Photo: Cindiann
35. Tips You Might Not Know
• Start before you have a product
• Start before you have a website
• Start before you have anything
• All you need: a rough market and
some ideas
• A bl can l
blog launch a company
h
36. Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
• HubSpot.blogspot.com – NO!
• HubSpot typepad com – NO!
HubSpot.typepad.com
• HubSpot.wordpress.com – NO!
• Blog.HubSpot.com – Yes
• HubSpot com/Blog – Yes
HubSpot.com/Blog
• SmallBusinessHub.com – Yes
37. Blog as Lead Nurturing
• No spam filters on RSS
• RSS follows to new jobs, email doesn’t
• People can comment
• Build a relationship with your company
• Easily shared content
• Side benefits
• Social media performance
• SEO performance
f
40. What Gets Shared?
Rarely Frequently
Shared
Sh d Shared
Sh d
• P d t info
Product i f •NNew market data
k td t
• Free trials • Educational content
• Software documentation • Top-notch blog p
p g posts
42. Customer Service is Marketing Too
• Anyone can produce content about your
company – customers prospects partners
customers, prospects, partners,
competitors, employees – and it’s publicly
accessible
• How are you monitoring & engaging in these
conversations?
42
43. Twitter for Customer Service
http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
44. Social Media is Personal
Are you going to let
Comcast
provide more
personal
service th you d ?
i than do?
48. Personal Profile vs. Business Page
• Set up a Personal Profile first and then create a
Business Page that y will administer
g you
• Personal Profiles have friends (mutual acceptance)
and Business Pages have fans (
g (one-way opt-in)
y p )
49. Create an Engaging Presence
• Events
• Videos
• Discussions
• Photos
• Blog Articles
50. Go Viral – Leverage News Feed
• News Feed shows updates on y
p your and y
your friends’ activity
y
• First thing you see when you log in
• Your updates show on your profile “Wall”
• Allow users to engage with you – each activity is shared with
their network
55. PR Today…
• …is about relationships
• …is about creating content
• …moves a lot faster
moves
• …is about communicating directly
with prospects & media
ith t di
55
56. PR is About Relationships
Old Rules New Rules
• Offline • Online & Offline
• A few print media • Lots of multi-media
• Media as gatekeeper • Media is one of many
• PR firm manages • Expect direct access
• Exclusive list • Inclusive list
• 3-6 month editorial cal. • 30-60 minute lead time
PR is now about the “public” not the media, and about
friendship and sharing information not pitching
information, pitching.
57. PR in a Social Media World is FAST
Need to urgently speak with a business that is very
actively 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/6943l9
408 555-1234?
I will call you right now
Elapsed Time:
50 Minutes
65. Resources
• Slides: http://SlideShare.net/HubSpot
• Free Report: http://WebsiteGrader.com
• More Tips: http://Blog HubSpot com
http://Blog.HubSpot.com
• S ft
Software: htt //H bS t
http://HubSpot.com/Free-Trial
/F Ti l
65
66. Thank You!
Slides available at SlideShare.net/HubSpot
Ellie Mirman
Inbound
Inbo nd Marketing Manager @H bSpot
@HubSpot
Twitter: @ellieeille
Business accounts are meant to JUST manage your Business Page and ads – you don’t show up in searches, you can’t interact with or view other people’s profiles, and you’re limited to only managing your Business Page and AdsAdd personality and humanize your brand.We’ll talk more about Business Pages later… but you can add as many admins as you want, and admins don’t show up on the Page except among other Fans.
To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
-email your opt-in mailing list-include link in your email signature-blog about yourfacebook page-post a link or badge on your website or blog