Inbound marketing your competitive advantage - the content marketing show - webinar
Inbound Marketing: Your Competitive Advantage
description
Transcript of Inbound Marketing: Your Competitive Advantage
![Page 1: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/1.jpg)
INBOUND MARKETING: Your Competitive Advantage.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
![Page 2: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/2.jpg)
This used to be a lot
easier
![Page 3: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/3.jpg)
3
![Page 4: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/4.jpg)
4
Interruption Was Easy Marketers just grabbed the microphone to shout about their brands.
![Page 5: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/5.jpg)
THAT MARKETING PLAYBOOK
IS BROKEN.
86% skip TV ads
91% unsubscribefrom email
200Mon the
Do Not Call list
44% of direct mail is never opened
![Page 6: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/6.jpg)
So how do your customers
buy today?
![Page 7: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/7.jpg)
HAS A NEED …
![Page 8: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/8.jpg)
Source: MEC, via Econsultancy, August 2012
“Natural search results
account for 94% of clicks”
HAS A NEED …
![Page 9: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/9.jpg)
ASK OUR FRIENDS
![Page 10: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/10.jpg)
Source: Experian Hitwise, via AOP, May 2012
“Facebook accounts for 47.86% of all
social networking traffic in the
UK”
ASK OUR FRIENDS
![Page 11: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/11.jpg)
TRUST OUR NETWORKS
![Page 12: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/12.jpg)
How trusted are the employees writing
our content?
TRUST OUR NETWORKS
![Page 13: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/13.jpg)
EDUCATE OURSELVES
![Page 14: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/14.jpg)
and CONVERT
![Page 15: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/15.jpg)
You can’t buy these customers, you have to
earn them.
![Page 16: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/16.jpg)
VS.
Cold Calling SPAM
InterruptionMarketer
SEOBloggingAttractionCustomer
OUTBOUND INBOUND
![Page 17: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/17.jpg)
IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
![Page 18: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/18.jpg)
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.
![Page 19: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/19.jpg)
earning is
worth it!
![Page 20: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/20.jpg)
TRAFFIC TO HUBSPOT.COM
2006 2007 2008 2009 2010 2011 20120
2000000
4000000
6000000
8000000
10000000
12000000
14000000
![Page 21: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/21.jpg)
TRAFFIC TO BLOG.HUBSPOT.COM
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
![Page 22: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/22.jpg)
I WANT SOME.
![Page 23: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/23.jpg)
INBOUND MARKETING = CONTENT + CONTEXT.
![Page 24: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/24.jpg)
INBOUND MARKETING = CONTENT + CONTEXT.
Content
![Page 25: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/25.jpg)
BUILD MARKETING ASSETS.
Blog & eBooks Tools Photos Videos & Podcasts Presentations
![Page 26: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/26.jpg)
START WITH A PERSONA.
what are their goals?what are their challenges?
how can we help?
![Page 27: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/27.jpg)
START WITH A PERSONA.
what are their goals?what are their challenges?
how can we help?
We have an amazing Webinar series all about
this. http://bit.ly/QDraId
![Page 28: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/28.jpg)
PERSONALISE YOUR FUNNEL.
TOFU Content Mapped to Buyer Needs
![Page 29: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/29.jpg)
PERSONALISE YOUR FUNNEL.
TOFU Content Mapped to Buyer Needs
We will talk about this later.
![Page 30: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/30.jpg)
BLOGGING IS A GREAT WAY TO GET STARTED
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
![Page 31: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/31.jpg)
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
Top 3 source of leads
BLOGGING IS A GREAT WAY TO GET STARTED
![Page 32: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/32.jpg)
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
10% visit Hubspot.com
BLOGGING IS A GREAT WAY TO GET STARTED
![Page 33: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/33.jpg)
2006 2007 2008 2009 2010 2011 20120
1,000,000
2,000,000
3,000,000
4,000,000
5,000,000
6,000,000
7,000,000
8,000,000
9,000,000
10,000,000
10-20% Lead conversion rate
BLOGGING IS A GREAT WAY TO GET STARTED
![Page 34: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/34.jpg)
Blogging Ideas?
![Page 35: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/35.jpg)
GOOGLE KEYWORD TOOL
The easiest way to get started with
keyword research.
![Page 36: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/36.jpg)
UBBERSUGGEST.org
Scrapes Google Suggest. Will
generate LOTS of blog post ideas
![Page 37: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/37.jpg)
EVERNOTE (WEB CLIPPER)
Great artists steal borrow. Fuel your
brainstorm sessions
![Page 38: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/38.jpg)
TRY OUR KEYWORD TOOL FOR FREE
http://offers.hubspot.com/free-trial-keywords-tool
![Page 39: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/39.jpg)
What Topics Can You Own?
![Page 40: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/40.jpg)
The #SOIM
Survey results of
970+ marketing
professionals
Make it into an Event.
![Page 41: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/41.jpg)
The #SOIM
Survey results of
970+ marketing
professionals
Make it into an Event.
#SOIM 2013 a lot bigger
- 3000 participants- US vs INTL data
![Page 42: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/42.jpg)
![Page 43: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/43.jpg)
267,654 Twitter
Followers
![Page 44: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/44.jpg)
454,350Facebook
Likes
![Page 45: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/45.jpg)
80,000+
LinkeInGroup
members
![Page 46: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/46.jpg)
so?
![Page 47: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/47.jpg)
2006 2007 2008 2009 2010 2011 20120
500000
1000000
1500000
2000000
2500000
OUR SOCIAL MEDIA TRAFFIC
![Page 48: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/48.jpg)
2006 2007 2008 2009 2010 2011 20120
500000
1000000
1500000
2000000
2500000
OUR SOCIAL MEDIA TRAFFIC
Top 3 source leads
![Page 49: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/49.jpg)
2006 2007 2008 2009 2010 2011 20120
500000
1000000
1500000
2000000
2500000
7-10% Lead
Conversion Rate
OUR SOCIAL MEDIA TRAFFIC
![Page 50: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/50.jpg)
INBOUND MARKETING = CONTENT + CONTEXT.
![Page 51: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/51.jpg)
INBOUND MARKETING = CONTENT + CONTEXT.
![Page 52: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/52.jpg)
CONTEXT IS PERSONAL.
![Page 53: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/53.jpg)
NOT ONE SIZE FITS ALL.
![Page 54: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/54.jpg)
CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
![Page 55: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/55.jpg)
PERSONAL IS GOOD.
![Page 56: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/56.jpg)
WHAT ARE YOUR CUSTOMERS INTERESTS?
![Page 57: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/57.jpg)
OFFER WHAT THEY NEED.
Remember I said our conversion rate was 10-20%
![Page 58: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/58.jpg)
WHERE ARE THEY IN THE BUYING CYCLE?
I’ve already got this.
I am ready for this
![Page 59: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/59.jpg)
ASK THE RIGHT QUESTIONS
![Page 60: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/60.jpg)
THEY NEED HELP WITH DIFFERENT THINGS
get traffic
I get emails that help me with this
get leads
get customers
I get emails that help me with this
I get emails that help me with this
![Page 61: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/61.jpg)
Remember
![Page 62: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/62.jpg)
INBOUND $*.
*$65 million in revenue from inbound leads
![Page 63: Inbound Marketing: Your Competitive Advantage](https://reader035.fdocuments.net/reader035/viewer/2022062513/554d07c6b4c905805d8b489a/html5/thumbnails/63.jpg)
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
INBOUND MARKETING: Your Competitive Advantage.