Generate Leads at 60% Lower Cost with Online Marketing Summit Content
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The document is a presentation about content marketing and inbound marketing given by Ellie Mirman at the Online Marketing Summit in Orlando, FL on August 3, 2010. The presentation covers how to get found and generate leads through content at a lower cost by following steps to publish content everywhere, optimize content for search engines, engage with audiences on social media, convert visitors to leads with landing pages, and convert leads to customers by cultivating relationships with content. Metrics like total reach, visitors, leads, sales, and content performance are also discussed for measuring marketing efforts.
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Generate Leads at 60% Lower Cost with Online Marketing Summit Content
- 1. Online Marketing Summit Orlando, FL | August 3, 2010 Content is Key: Get Found & Generate Leads at 60% Lower Cost Ellie Mirman, HubSpot @ellieeille #OMSORL 1
- 2. 7/31/2010 2
- 8. What is Inbound Marketing? 8
- 9. Inbound Marketing is More Effective 9 60% Lower Cost Per Lead Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
- 10. Flick Photo: Thomas Hawk
- 11. 11
- 14. Visitors Leads Customers Get Found Publish, optimize, & promote content
- 15. Step 1: Publish Remark-able Content
- 16. 16
- 18. Kadient photo by: David Meerman Scott
- 20. Turn forum posts into blog posts
- 21. Shoot videos at events
- 22. Interview customers for your blog
- 23. Repurpose company data for public reports
- 24. Share lessons you learnFlick Photo: Cindiann
- 26. Step 2: Optimize YourContent
- 27. Organic Search is Better Free More traffic Smarter people Longer lasting Pay Per Click – 25% of Clicks Organic Results 75% of Clicks Source: Marketing Sherpa and Enquiro Research
- 28. Pick Your Keyword Battles Search volume Relevance to your business Competition “event” “community development event” “community development event Bastrop TX” Flickr: saeba
- 29. How Does Google Decide? 25 % On-Page (Context) 75% Off-Page (Authority)
- 31. Optimize Every Page 26
- 32. Off-Page SEO (Authority) Recommendations from friends “I know HubSpot” “HubSpot makes great marketing software” You trust the person saying this Links are online recommendations Link: www.HubSpot.com Link with anchor text: Internet Marketing Link from a trusted website
- 33. How Do You Get Links? Have something worth linking to.
- 34. Blogging Means More Inbound Links
- 35. Step 3: Listen & Engage in Social Media
- 36. 31
- 37. You Already Have the Skills 32
- 39. RSS Simplifies Reading & Monitoring Your Industry Blogs
- 40. Engage with Your Audience Conversation AND Distribution
- 43. Good Content Brings Subscribers Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
- 44. Visitors Leads Customers Convert Convert visitors to leads & leads to customers
- 45. Step 4: Convert Visitors to Leads
- 46. What am I supposed to do here? 41
- 47. What am I supposed to do here? 42
- 48. 43
- 49. Landing Pages
- 50. 45
- 51. Shorter Forms are Better 46 53% Conversion 32% Conversion
- 52. Step 5: Convert Leads to Customers
- 54. Attract visitors with content Visitors Leads Customers Convert visitors with content Nurture leads with content
- 55. Visitors Leads Customers Measure Details
- 56. Avoid Paralysis by Analysis Don’t measure everything. Simple is better than complicated. Focus on 3-5 metrics. Flickr: ssh
- 57. Measure Your Total Reach 52
- 58. Visitors
- 59. Leads
- 60. Customers
- 61. …By Channel or Source Visitors Leads Sales SEO Social Media
- 62. …By Content Offer 57
- 63. Final Thought… 7/31/2010 58
- 64. Flickr: Refracted Moments Flickr: Gaetoan Lee
- 65. 60 Thank You! Ellie Mirman Twitter: @ellieeille LinkedIn: linkedin.com/in/elliemirman HubSpot: Website:www.HubSpot.com Blog: http://Blog.HubSpot.com Grader:http://Grader.com Presentation Slides:http://SlideShare.net/HubSpot
- 66. 61 Thank You Visit www.onlinemarketingsummit.com for more information Follow us @OMSummit
Hinweis der Redaktion
- IntroHubSpot marketing team - marketers today come from diff backgrounds – marketers are content creatorsHubSpot is analyticalHubSpot is very focused on lead gen, content is the key to lead gen
- What kind of content do I mean?Traditionally – brochures, collateral, advertisements
- Need to break the addiction/connectionThis is the content marketers have been creating for decades, today consumers just tune it all out
- TV, radio, newspapers, spam email
- New types of content come in a variety of forms
- Content is key
- BlogPodcastVideosPhotosPresentationseBooksNews Releases
- No one cares about your products or services, except youWhat are your customers’ problems?
- http://www.flickr.com/photos/saeba/3305219409/
- Page TitleURLH1, H2, H3 tagsPage TextMeta Description
- Social media is part of a healthy marketing diet
- You already have the skills - You Just Do It OfflineMeeting peopleBuilding relationshipsAsking questionsAnswering questionsBuilding trustBuilding a reputation
- Listen toCustomersProspectsCompetitorsThought leadersPlaces to listenSearch.Twitter.comTwitter.Grader.comGoogle.com/blogsearchTechnorati.comThe conversations are already happening
- The first step is content. Content makes you interesting.
- CTA best practices:Action oriented & positiveSimple & clearMake it pop with colors & imagesLink both text and imagesTargeted to audience
- Provide a clear call to action
- A landing page allows you to convert anonymous traffic into leads with names, contact info, and interests.Landing page tipsKeep it simplePeople scan – use bullets, bold, photosShow the value of the offerShorter forms have higher conversion
- You have to give to get
- http://www.flickr.com/photos/ssh/12638218/
- Guy Kawasaki: “If you have more money than brains, you should use outbound marketing. If you have more brains than money, you should use inbound marketing.”