Marketing Transformation & The Future of Marketing
Ellie MirmanInbo nd Marketing Manager @H bSpotInbound Marketing Manager @HubSpotTwitter: @ellieeille
The Story of HubSpotThe Story of HubSpot
VC portfolio iIntegrated toolset companies
doing the sameOnstartups.com
Integrated toolset for marketers
2
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalespersonp
More Bad News…
The Good News…
Inbound Marketing
Blog SEO Social Mediag
Inbound Is Cheaper
Why It’s Cheaper
Budget vs. Brains
FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee
Inbound Gives Leverage
How does this work?How does this work?
Case Study: Reynolds Golf Academy
••
The Results
BlogSubscribers
Site Visitors& L d& Leads
Enterprise Feedback Software
• SEO
• Blog
• Social Media
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The Results
400+% increase in qualified trafficq
“We find Twitter has been a great driver gof traffic to the blog, and also another great driver of awareness for us.”
1,000+% increase in blog subscribers
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blog subscribers
You Oughta Know Inbound Marketing
• Video• 40 000 views first week40,000 views first week• 10,000 views first day
• Social Media• Social Media• #1 source = StumbleUpon• #2 source = Twitter• #2 source = Twitter• #3 source = FacebookSEO• SEO• Page 1 for “inbound marketing”
50 i b d li k bl i l• 50+ inbound links to blog article
BlendTec - Will It Blend?
Videos + Social Media55 000 i b d li k• 55,000 inbound links
• 83,000 YouTube subscribers
• 500+ Facebook groupsg p• 5 Digg front page
storiesstories• 3x Sales Increase
Questions to ask yourselfQuestions to ask yourself...
How can I turn my websiteHow can I turn my website into a magnet?into a magnet?
Am I publishingAm I publishingremark‐able content?
How can I start and joinHow can I start and join relevant conversations?relevant conversations?
Stop thinking like amarketer or advertiser.
Start thinking like abli h d i lipublisher and socializer.
Ideas to Get StartedIdeas to Get Started
Flickr:travelingtribe
Publish Everything
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
Get Into the Content Mindset
• Make emails into blog posts• Turn forum posts into blog
postsSh t id t t• Shoot videos at events
• Interview customers for your blogb og
• Repurpose company data for public reports
• Share lessons you learn
Flick Photo: Cindiann
Publish Everywhere
Blog
FlickrFlickr: Annie Mole: Annie Mole
Create Great Content by Blogging
Blogging Attracts More Links
Blogging Attracts More Visitors
Blogging Brings Social Media Success
Tips You Might Not Know
• Start before you have a product• Start before you have a website• Start before you have anythingStart before you have anything
• All you need: a rough market and some ideas
A bl l h• A blog can launch a company
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
• HubSpot.blogspot.com – NO!• HubSpot typepad com – NO!• HubSpot.typepad.com – NO!• HubSpot.wordpress.com – NO!
• Blog.HubSpot.com – Yes• HubSpot com/Blog Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes
Blog as Lead Nurturing
• No spam filters on RSS• RSS follows to new jobs, email doesn’t• People can commentPeople can comment• Build a relationship with your company• Easily shared content• Side benefitsSide benefits
• Social media performanceSEO f• SEO performance
Target Content to Your Personas
Link-Worthy & Share-Worthy
1,000’s of Tweets about report - Twitter drove 30% of traffic1,000 s of Tweets about report Twitter drove 30% of traffic
What Gets Shared?
Rarely Sh d
FrequentlySh dShared Shared
P d t i f N k t d t• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog postsp g p
Make Sharing Easy
Customer Service is Marketing Too
• Anyone can produce content about your company – customers prospects partnerscompany customers, prospects, partners, competitors, employees – and it’s publicly accessible
• How are you monitoring & engaging in these conversations?
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Twitter for Customer Service
http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
Social Media is Personal
Are you going to letAre you going to let Comcast
provide morepersonal
i th d ?service than you do?
What about Mass DOT?
1-1 Personal Service & Advice
Home Depot on Facebook
Personal Profile vs. Business Page
• Set up a Personal Profile first and then create a Business Page that you will administerg y
• Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)g ( y p )
Create an Engaging Presence
• Events• Videos• DiscussionsDiscussions• Photos
Blog Articles• Blog Articles
Go Viral – Leverage News Feed
• News Feed shows updates on your and your friends’ activityp y y 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
Draw on Your Network
Measure Your Total Reach
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Monitor Conversations
RSS Simplifies Reading & Monitoring
Your Industry Blogs
PR Today…
• …is about relationships• …is about creating content• moves a lot faster…moves a lot faster• …is about communicating directly
ith t & diwith prospects & media
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PR is About Relationships
Old Rules• Offline
New Rules• Online & OfflineOffline
• A few print media• Media as gatekeeper
Online & Offline• Lots of multi-media• Media is one of many
• PR firm manages• Exclusive list
• Expect direct access• 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 pitchingfriendship and sharing information, not pitching.
PR in a Social Media World is FASTNeed 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 -
408 555-1234?
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
I will call you right now
Elapsed Time:50 Minutes50 Minutes
Measurement is Easy Online
FlickrFlickr: : akisraakisra
Avoid Paralysis by Analysis
• Don’t measure everything.• Simple is better than complicated.• Focus on 3-5 metricsFocus on 3 5 metrics.
Traffic
Leads
Sales
…By Channel or SourceVisitors Leads Sales
SEO
SocialMediaMedia
Internet Marketing Scorecard
Resources
• Slides: http://SlideShare.net/HubSpot
• Free Report: http://WebsiteGrader.com
• More Tips: http://Blog HubSpot comMore Tips: http://Blog.HubSpot.com
S ft htt //H bS t /F T i l• Software: http://HubSpot.com/Free-Trial
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Thank You!Slides available at SlideShare.net/HubSpot
Ellie MirmanInbo nd Marketing Manager @H bSpotInbound Marketing Manager @HubSpotTwitter: @ellieeille
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