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2012 02-02 - new england grows v1

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2012 02-02 - new england grows v1

  1. 1. Inbound Marketing: Reshape Your Sales Effort February 2nd, 2012 Mark Roberge Jason Scott VP of Sales, HubSpot President, Distinctive Landscaping @markroberge @red_trucks
  2. 2. Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales 2
  3. 3. Outbound Marketing
  4. 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  5. 5. Inbound Marketing Blog SEO Social Media ACTION  Blog once per week  Participate in Social Media 1 hour per week
  6. 6. Green Industry Case Study SALES AND MARKETING 2000 – 2009 (OUTBOUND) SALES AND MARKETING 2010 – 2012 (INBOUND) 27 blog articles 300+ social media conversations 6
  7. 7. Green Industry Case Study RESULTS AFTER 2 YEARS Social Media Following Google Organic Traffic 600 2500 500 2000 400 1500 300 1000 200 100 500 0 0 2009 2010 2011 2009 2010 2011 Leads from Google Organic New Customers via Google Organic 80 25 60 20 15 40 10 20 5 0 0 2009 2010 2011 2009 2010 2011
  8. 8. Avg. Growth of Leads After Inbound Marketing Adoption Source: http://www.hubspot.com/roi/
  9. 9. Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales 9
  10. 10. How Do You Get to the Top? History of SEO
  11. 11. Inbound Marketing Blog SEO Social Media ACTION  Blog once per week  Participate in Social Media 1 hour per week
  12. 12. Two Sides of SEO On-Page Off-Page (Context) (Authority) 12
  13. 13. On-Page SEO (Context) • Page Title • Clean URL • Headers • Description
  14. 14. The Long Tail The New Marketplace Popularity Head Long Tail Keywords
  15. 15. Optimize Home Page 15
  16. 16. Optimize around areas serviced 16
  17. 17. Optimize around services provided 17
  18. 18. Off-Page SEO (Authority) • Recommendations from friends 1. “I know Distinctive Landscaping” 2. “Distinctive Landscaping is the best North Attleboro Landscaper” 3. New England Grows: “Distinctive Landscaping is the best North Attleboro Landscaper” • Links are online recommendations 1. A link: www.redtrucks.net 2. Anchor text: the best North Attleboro Landscaper 3. Link is from the New England Grows
  19. 19. Real Stories on Generating Links 19
  20. 20. Results: Inbound Link Growth ACTION  Blog once per week  Participate in Social Media 1 hour per week 20
  21. 21. Tips from Marketing Grader Marketing.Grader.com Lessons from 4 million websites
  22. 22. Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales 22
  23. 23. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  24. 24. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  25. 25. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  26. 26. What to blog about? • Check your Sent Items folder • Write about common questions from customers • Form a thought leadership committee • Write guest blog posts • Use top 10 lists • Interview an expert (video or audio) Flick Photo: Cindiann
  27. 27. Blogging Versus Blogging for New Customer Generation  Use keyword tool to drive blog topic selection  Configure blog with On-Page SEO in mind  Include target long tail keywords in blog article titles  Think of blog articles as link bait  Think of blog articles as an army of sales people working for you
  28. 28. Blog on Lawn Dethatching 28
  29. 29. Blog on Spring Clean Up 29
  30. 30. Blog on Lawn Fertilization ACTION  Blog once per week  Participate in Social Media 1 hour per week 30
  31. 31. Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales 31
  32. 32. Interact with Digital Influencers FIND DIGITAL INFLUENCERS  Social Media Influencers in Your Target Area • Real Estate Agents • Journalists for Local Paper • Politicians • Restaurants  Social Media Influencers in Your Industry • Green Industry Bloggers • Green Industry Publications • Green Industry Associations INTERACT WITH DIGITAL INFLUENCERS  Follow them on social media  RT their posts  Comment on their blogs  Write guest blog articles for them  Call and email them
  33. 33. Interact with Digital Influencers 604 Followers 33
  34. 34. Interact with Digital Influencers 383 Followers 34
  35. 35. Interact with Digital Influencers 276 Followers 35
  36. 36. Interact with Digital Influencers 1,305 Followers 36
  37. 37. Interact with Digital Influencers 3,152 Followers 37
  38. 38. Interact with Digital Influencers 200,874 Followers ACTION  Blog once per week  Participate in Social Media 1 hour per week 38
  39. 39. Agenda I. Introduction to Inbound Marketing II. The Foundation: SEO Basics III. Blogging that generates customers IV. Social Media that generates customers V. Converting Visitors to Sales 39
  40. 40. Go Beyond “Contact Us” 40
  41. 41. Calls to Action Beyond “Contact Us” 41
  42. 42. Calls to Action on every page 42
  43. 43. What is HubSpot? Complicated & Confusing Easy & Integrated 43
  44. 44. Inbound Marketing is Mainstream 44
  45. 45. The Big Guys are Behind Inbound Marketing $65M
  46. 46. Our Roots Are in New England 46
  47. 47. QUESTIONS Mark Roberge Jason Scott VP of Sales, HubSpot President, Distinctive Landscaping @markroberge @red_trucks

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