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.

1. Marketing Transformation
& The Future of Marketing
Ellie Mirman
Inbound
Inbo nd Marketing Manager @H bSpot
@HubSpot
Twitter: @ellieeille

2. The Story of HubSpot
VC portfolio
Integrated toolset companies
i
Onstartups.com for marketers doing the same
2

3. Marketing is Changing
1950 - 2000 2000 - 2050

4. Outbound Marketing

5. Outbound Marketing is Harder
800-555-1234
Annoying
p
Salesperson

6. More Bad News…

7. The Good News…

8. Inbound Marketing
Blog
g SEO Social Media

9. Inbound Is Cheaper

10. Why It’s Cheaper

11. Budget vs. Brains
Flickr:
Flickr: Refracted Moments Flickr:
Flickr: Gaetoan Lee

12. Inbound Gives Leverage

13. How does this work?

14. Case Study: Reynolds Golf Academy
•

15. The Results
Blog
Subscribers
Site Visitors
&L d
Leads

16. Enterprise Feedback Software
• SEO
• Blog
• Social Media
16

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

20. Questions to ask yourself...
Questions to ask yourself

21. How can I turn my website
How can I turn my website
into a magnet?
into a magnet?

22. Am I publishing
Am I publishing
remark‐able content?

23. How can I start and join
How can I start and join
relevant conversations?
relevant conversations?

24. Stop thinking like a
marketer or advertiser.

25. Start thinking like a
publisher and socializer.
bli h d i li

26. Ideas to Get Started
Flickr:travelingtribe

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

29. Publish Everywhere

30. Blog
Flickr:
Flickr: Annie Mole

31. Create Great Content by Blogging

32. Blogging Attracts More Links

33. Blogging Attracts More Visitors

34. Blogging Brings Social Media Success

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

38. Target Content to Your Personas

39. Link-Worthy & Share-Worthy
1,000 s
1,000’s of Tweets about report - Twitter drove 30% of traffic

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. Make Sharing Easy

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?

45. What about Mass DOT?

46. 1-1 Personal Service & Advice

47. Home Depot on Facebook

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

51. Draw on Your Network

52. Measure Your Total Reach
52

53. Monitor Conversations

54. RSS Simplifies Reading & Monitoring
Your Industry
Blogs

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

58. Measurement is Easy Online
Flickr:
Flickr: akisra

59. Avoid Paralysis by Analysis
• Don’t measure everything.
• Simple is better than complicated.
• Focus on 3-5 metrics
3 5 metrics.

60. Traffic

61. Leads

62. Sales

63. …By Channel or Source
Visitors Leads Sales
SEO
Social
Media

64. Internet Marketing Scorecard

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