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![Content is King Across Channels
“More brands are trying to work out how to drive
their social strategies … research shows the
complementary roles the two sites [Facebook &
YouTube] can take.
Key findings are that brands advertising on
YouTube and Facebook benefit from the attributes
of each, while content is the driving force for
whether users share or ‘like’ a brand.”
-Bruce Daisley, UK Head of YouTube & Google Display](https://image.slidesharecdn.com/uk-inboundmarketing-knipp-june2011-110615121618-phpapp01/75/Inbound-Marketing-Get-Found-by-More-Customers-Inverness-HIE-Event-41-2048.jpg)
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Inbound Marketing - Get Found by More Customers (Inverness HIE Event)
The document discusses the benefits of inbound marketing, emphasizing its efficiency in reducing lead acquisition costs by focusing on creating remarkable content and engaging with audiences through various channels. Key strategies include understanding customer personas, optimizing content for search, and using social media effectively. It encourages marketers to adopt a publisher mindset and utilize diverse content types throughout the customer engagement funnel.
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Inbound Marketing - Get Found by More Customers (Inverness HIE Event)
- 1. Grow with InboundMarketing: Spend 60% Less on Leads for Customer Acquisition Kirsten Knipp Director, Product Evangelism, HubSpot @kirstenpetra June 15, 2011
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- 3. Traditional Marketing IsHard 800-555-1234 Annoying Salesperson
- 4. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
- 5. The Market IsHere Now
- 6. The Great News… Source: State of Inbound Marketing 2011
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- 9. Am I regularlycreating remarkable content?
- 10. Am I optimizing my content for search and social media?
- 11. Am I promoting mycontent via all channels, including social media?
- 12. Am I convertingas many visitors into leads and sales as I can?
- 13. Am I analyzingthe results to improve my marketing?
- 14. Stop thinking likea marketer or advertiser.
- 15. Start thinking partpublisher, socializer & scientist.
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- 17. Getting Found Create Optimize Promote
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- 19. 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
- 20. Draw People Downthe Funnel SUSPECT: Just Browsing, Attract Me PROSPECT: Learning More LEAD: Interested Nurture & Engage 1) Different depth & value of content at each stage 2) Different willingness to share personal data at each stage 20
- 21. Content for Suspects Just Browsing, Attract Me … Draw them in with optimized & FREE content • Blog Posts • Short Videos • Fun Testimonials • Any Short Form Content • Other 21
- 22. Content for Prospects I’m Learning More, Help me Research? Give mid-weight content, for the price of „staying in touch‟ Get an email address … • Tips • Checklists • Curated list of „best blogs‟ • Low touch tools (graders) • Contests • Other 22
- 23. Content for Leads Interested, Help Solve my Problem … Remarkable content or offers, in return for details (full form) • eBooks & White Papers • Webinars • 30-Minute assessments • Free Trials • Demo Request / RFP • Other 23
- 24. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • Webinars • News Releases
- 25. Grow Traffic withRemarkable Content • Blogging Attracts More Visitors Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 26. 46% of companieswho blog have gotten revenue because of their blog.
- 27. More Content =More Leads & Sales • Blog More to Increase Results Source: HubSpot State of Inbound Marketing 2011
- 28. Getting Found Create Optimize Promote
- 29. Two Sides ofOptimization On-Page Off-Page
- 30. How Google WeighsOptimization On Page (25%) Off Page (75%) Off-page optimization is critical
- 31. How Do YouGet Links? Create content worth linking to …
- 32. Blogging Attracts InboundLinks Source: Data from over 1,500 businesses - http://hub.tm/BlogROI
- 33. Where is SearchHeaded?
- 34. Where Everyone Elseis Going
- 35. SEO in 2011& Beyond On-Page Off-Page Social Graph
- 36. UK Social SpendDoubling Annually
- 37. Getting Found Create Optimize Promote
- 38. Listen & Engage •Social Media Monitoring … • Twitter • Facebook Discussions • LinkedIn Answers • What’s relevant in your country or industry?
- 39. Build Networks, ShareContent of Value
- 40. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch posts
- 41. Content is KingAcross Channels “More brands are trying to work out how to drive their social strategies … research shows the complementary roles the two sites [Facebook & YouTube] can take. Key findings are that brands advertising on YouTube and Facebook benefit from the attributes of each, while content is the driving force for whether users share or ‘like’ a brand.” -Bruce Daisley, UK Head of YouTube & Google Display
- 42. Content & Socialfor Every Industry
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- 44. How Can SharingDeliver Leads? Blog Post Tweet Orchestra uses 10 FREE business tools to run our business. Check it out: http://bit.ly/8Wrel Joint effort Email from discussion Website Form We’ll mention you, you mention us ...we have a free tool, can you mention our website and product?... Partner Mention in Links Newsletter Unique Hubspot tokenized URL $ Web Lead via CTA Lead Source: Newsletter via Hubspot Token Traffic to Orchestra.com Courtesy of HubSpot Customer:
- 45. Social Media DrivesSales Source: State of Inbound Marketing 2011
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- 50. Give them Direction HomePage Content Pages 700+ Landing Pages
- 51. Keep in Touchwith Content & Offers
- 52. Help your SalesTeam Connect
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- 54. Become a MarketingScientist
- 55. Qualitative: Blog &Brand-Social Reach Recognition | Industry Websites Thought Leadership Status Web 2.0 Penetration Recognition | Industry Leaders Courtesy of HubSpot Customer:
- 56. Quantitative: Overall Reach Courtesy of HubSpot Customer:
- 57. Measure Sources ofTraffic, Leads & Sales Courtesy of HubSpot Customer:
- 58. Invest More inWhat Works … Inbound
- 59. Channels Gaining Importance:2009 v. 2011
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- 62. Inbound Sales &Marketing
- 63. Can You Putthe Pieces Together? d.j.k. on flickr
- 64. HubSpot Puts thePieces Together
- 65.
- 66. Developing a ContentPlan for Your Funnel SUSPECT: Just Browsing, Attract Me PROSPECT: Learning More LEAD: Interested Nurture & Engage 1) Different depth & value of content at each stage 2) Different willingness to share personal data at each stage 66
- 67. Inbound Workshop –Use Handout 1. Form Group & Pick Company 2. Develop Persona & Content Strategy 3. Create Content Idea Backlog 1. Suspect – think blog topics 2. Prospect – think checklists, tutorials 3. Lead – think eBook, assessment, trial 4. Discuss Next Steps 67
- 68. Questions Before We Begin? 68
- 69. Form Groups &Volunteer or Pick Someone Form Groups & Find or Pick a Volunteer
- 70. 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
- 71. Thank you! Contact KirstenKnipp: •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