10. The Sales & Marketing Funnel
Website Visitors
Get Found
Publish, optimize,
, p ,
& promote content
Leads
Convert
Convert visitors to
leads & leads to
customers
Customers
12. Publish Everything
• Blog
g
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
13. Target Content to Your Personas
No one cares about your
products or services, except you.
14. 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
16. 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
17. 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
19. Organic Search is Better
Free
Pay Per Click – 25% of Clicks
More traffic
Smarter people Organic Results
75% of Clicks
Longer lasting
Source: Marketing Sherpa and Enquiro Research
20. Pick Your Keyword Battles
1. Search volume
2.
2 Relevance to your business
3. Competition
• “event”
• “community development event”
• “community development event
Bastrop TX”
TX
Flickr: saeba
22. On-Page SEO
Page Title
URL
H1, H2, H3 tags
Page Text
• Bold
Meta Description
23. Off-Page SEO
Recommendations from friends
1. know H bS t”
1 “I k HubSpot”
2. “HubSpot is a marketing expert”
3. You t t th
3 Y trust the person saying this
i thi
Links are online recommendations
1. Link: www.HubSpot.com
p
2. Link with anchor text: Internet Marketing
3. Link from a trusted website
25. How to Get Started
Listen
Share Your Content
Listen More
Li t M
Build Relationships
26. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
T h ti
• Existing blogs
• Industry Twitterers
• Twitter.grader.com
32. Calls to Action
• Are your offers compelling?
• Call to action best practices
• Action oriented & positive
• Simple & clear
• Make it pop with colors & images
• Link both text and images
• Targeted to audience
g
• Make it clear: What am I supposed to do here?
33. Landing Pages
A landing page allows you to convert anonymous traffic
into leads with names, contact info, and interests.
, ,
Landing p g tips
g page p
• Keep it simple
• People scan – use bullets,
bold,
bold photos
• Show the value of the offer
• Shorter forms have higher
conversion
51. Questions?
Ellie Mirman
Twitter: @ellieeille
Blog: www.elliemirman.com
HubSpot
Website: www.HubSpot.com
Blog: http://Blog.HubSpot.com
Inbound Marketing University
Website:
W b it www.InboundMarketing.com
I b dM k ti
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