Presentation from the Online Marketing Summit Orlando

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
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2. 8/3/2010 2

6. Publish Everything

8. What is Inbound Marketing?
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9. Inbound Marketing is More Effective
Average Cost Per Lead
60% Lower Cost Per
$332
Lead
$134
Outbound Marketing Dominated Inbound Marketing Dominated
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 9

10. Flick Photo: Thomas Hawk

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13. Visitors
Leads
Customers

14. Visitors
Get Found
Publish, optimize,
& promote content
Leads
Customers

15. Step 1:
Publish Remark-able Content

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19. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog posts
• Shoot videos at events
• Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann

20. Publish Everywhere

21. Step 2:
Optimize Your Content

22. 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

23. Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3. Competition
• “event”
• “community development event”
• “community development event
Bastrop TX”
Flickr: saeba

24. How Does Google Decide?
25 % 75%
On-Page Off-Page
(Context) (Authority)

25. On-Page SEO (Context)

26. Optimize Every Page
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27. Off-Page SEO (Authority)
• Recommendations from friends
1. “I know HubSpot”
2. “HubSpot makes great marketing software”
3. You trust the person saying this
• Links are online recommendations
1. Link: www.HubSpot.com
2. Link with anchor text: Internet Marketing
3. Link from a trusted website

28. How Do You Get Links?
Have something worth linking to.

29. Blogging Means More Inbound Links

30. Step 3:
Listen & Engage in Social Media

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32. You Already Have the Skills
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33. Start by Listening

34. RSS Simplifies Reading & Monitoring
Your Industry Blogs

35. Engage with Your Audience
Conversation
AND
Distribution

36. Good Content Spreads

37. Good Content Engages

38. Good Content Brings Subscribers
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

39. Visitors
Leads
Convert
Convert visitors to
leads & leads to
customers
Customers

40. Step 4:
Convert Visitors to Leads

41. What am I supposed to do here?
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42. What am I supposed to do here?
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43. 43

44. Landing Pages

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46. Shorter Forms are Better
32%
Conversion 53%
Conversion
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47. Step 5:
Convert Leads to Customers

48. Cultivate that Relationship

49. Attract visitors
Visitors
with content
Convert visitors
with content
Leads
Nurture leads
with content
Customers

50. Visitors
Measure
Leads
Details
Customers

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

52. Measure Your Total Reach
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53. Visitors

54. Leads

55. Customers

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

57. …By Content Offer
PAGE NAME PAGE SUBMISSIONS CONVERSION RATE
VIEWS
Blogging for Business Webinar 3803 2165 56.93%
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58. Final Thought…
8/3/2010 58

59. Flickr: Refracted Moments Flickr: Gaetoan Lee

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
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61. Thank You
Visit
www.onlinemarketingsummit.com
for more information
Follow us @OMSummit
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