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Marketing Transformation and The Future of Marketing

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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.

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Marketing Transformation and The Future of Marketing

  1. 1. Marketing Transformation & The Future of Marketing Ellie Mirman Inbound Inbo nd Marketing Manager @H bSpot @HubSpot Twitter: @ellieeille
  2. 2. The Story of HubSpot VC portfolio Integrated toolset companies i Onstartups.com for marketers doing the same 2
  3. 3. Marketing is Changing 1950 - 2000 2000 - 2050
  4. 4. Outbound Marketing
  5. 5. Outbound Marketing is Harder 800-555-1234 Annoying p Salesperson
  6. 6. More Bad News…
  7. 7. The Good News…
  8. 8. Inbound Marketing Blog g SEO Social Media
  9. 9. Inbound Is Cheaper
  10. 10. Why It’s Cheaper
  11. 11. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  12. 12. Inbound Gives Leverage
  13. 13. How does this work?
  14. 14. Case Study: Reynolds Golf Academy •
  15. 15. The Results Blog Subscribers Site Visitors &L d Leads
  16. 16. Enterprise Feedback Software • SEO • Blog • Social Media 16
  17. 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. 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. 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
  20. 20. Questions to ask yourself... Questions to ask yourself
  21. 21. How can I turn my website  How can I turn my website into a magnet? into a magnet?
  22. 22. Am I publishing Am I publishing remark‐able content?
  23. 23. How can I start and join  How can I start and join relevant conversations? relevant conversations?
  24. 24. Stop thinking like a marketer or advertiser.
  25. 25. Start thinking like a publisher and socializer. bli h d i li
  26. 26. Ideas to Get Started Flickr:travelingtribe
  27. 27. Publish Everything • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  28. 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
  29. 29. Publish Everywhere
  30. 30. Blog Flickr: Flickr: Annie Mole
  31. 31. Create Great Content by Blogging
  32. 32. Blogging Attracts More Links
  33. 33. Blogging Attracts More Visitors
  34. 34. Blogging Brings Social Media Success
  35. 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. 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. 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
  38. 38. Target Content to Your Personas
  39. 39. Link-Worthy & Share-Worthy 1,000 s 1,000’s of Tweets about report - Twitter drove 30% of traffic
  40. 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
  41. 41. Make Sharing Easy
  42. 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. 43. Twitter for Customer Service http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
  44. 44. Social Media is Personal Are you going to let Comcast provide more personal service th you d ? i than do?
  45. 45. What about Mass DOT?
  46. 46. 1-1 Personal Service & Advice
  47. 47. Home Depot on Facebook
  48. 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. 49. Create an Engaging Presence • Events • Videos • Discussions • Photos • Blog Articles
  50. 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
  51. 51. Draw on Your Network
  52. 52. Measure Your Total Reach 52
  53. 53. Monitor Conversations
  54. 54. RSS Simplifies Reading & Monitoring Your Industry Blogs
  55. 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. 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. 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
  58. 58. Measurement is Easy Online Flickr: Flickr: akisra
  59. 59. Avoid Paralysis by Analysis • Don’t measure everything. • Simple is better than complicated. • Focus on 3-5 metrics 3 5 metrics.
  60. 60. Traffic
  61. 61. Leads
  62. 62. Sales
  63. 63. …By Channel or Source Visitors Leads Sales SEO Social Media
  64. 64. Internet Marketing Scorecard
  65. 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. 66. Thank You! Slides available at SlideShare.net/HubSpot Ellie Mirman Inbound Inbo nd Marketing Manager @H bSpot @HubSpot Twitter: @ellieeille
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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.

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