How to Create an Inbound Marketing Machine
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The document provides guidance on building an inbound marketing machine with three key steps: get found, convert, and analyze. It discusses using blogging, social media, and SEO to get found online through techniques like optimizing blog posts, social media engagement, and on-page SEO. To convert visitors, it recommends building an email list, using landing pages, segmenting contacts and personalizing communications. The final step is to analyze marketing efforts by setting goals and measuring key metrics at each stage of the customer funnel. The overall message is that an integrated inbound approach focusing on content, personalization and measurement can help drive better marketing results than traditional outbound tactics.
![Example: How to Convert
“By segmenting our CTAs in
addition to our emails we saw a
real [143%] increase in conversion
rates.”
David McCormick
Director of Product Marketing Alpha
Software](https://image.slidesharecdn.com/ektron-inbound-marketing-v4-121108165715-phpapp01/85/How-to-Create-an-Inbound-Marketing-Machine-5-320.jpg)
How to Create an Inbound Marketing Machine
- 1. How to Build an Inbound Marketing Machine
- 2. The Traditional Playbook? Broken. 44% of direct mail is never opened 86% skip TV commercials 91% unsubscribe from emails 200 million say “Do Not Call”
- 3. The New Playbook Get Found Convert Analyze
- 4. Example: How to Get Found Blogging and social media helped increase Thermo Fisher’s organic search traffic by 182%. Sonya Pelia Social Media & Search Engine Thermo Fisher Scientific
- 5. Example: How to Convert “By segmenting our CTAs in addition to our emails we saw a real [143%] increase in conversion rates.” David McCormick Director of Product Marketing Alpha Software
- 7. Who Are You Trying to Attract? HubSpot’s Primary Persona (Marketing Mary) Holly Allison, VP, Marketing, Vico Software
- 8. The Keys to Getting Found SEO Social Media Blog
- 9. Blog: A Magnet for Visits … and Links and Likes
- 10. Blog Posts Are Lottery Tickets
- 11. 55% more website visitors for companies that blog.
- 12. Five Tips for Your Blog • Commit to 2 or 3 posts/week. • Put it on your company domain (e.g., hubspot.com). • Allow readers to subscribe via email. • Constantly experiment and measure content. • Be patient. It will take at least three months to get traction.
- 13. Social Media Essentials 1 Build Reach 2 Drive Engagement • Email list • Optimize for retweets • Website and mentions on Twitter • Partnerships • Optimize for likes, shares and comments on • Cross-promotion Facebook and LinkedIn (Edge Rank)
- 14. How Do You Optimize for Social? It’s all about Content.
- 15. 79% more Twitter followers for companies that blog.
- 16. Make your accounts must-see-tv for your persona.
- 17. Keys to On-Page SEO 1. Pick Your Keywords 2. Optimize Those Keywords
- 18. How to Optimize Keywords Web Page Optimization: • • Keywords in page title Use keywords in headlines and other page content 1 Page Title • Optimize description for increased click through 2 Headings & Content 3 Description
- 19. Marketing Grader • Free interactive tool • 4 million users • Great PR coverage • 50,000+ visitors from StumbleUpon • 500,000+ opt-in emails
- 20. Marketing Update Podcast • 1-2k views /episode • 300,000 total views • Top 5 marketing podcast in iTunes
- 21. B2B Music Videos • 10,000 views 1st day • Page 1 for “inbound marketing” • Page 1 for “marketing” on YouTube • 3x increase in searches for “inbound marketing”
- 22. Your Company Is a Media Company
- 23. How to Convert
- 24. How Do You Build a List?
- 25. Give to Get Information
- 26. Mo Landing Pages, Mo Leads
- 27. The Traditional View of Contacts Referral Email Data Lead Offline Volume Info spamtrap@gmail.com Funnel Web Volume Analytics
- 28. Get to Know Your Contacts Found Email Site Via? Website Grade Offline Activity Form Data Twitter Funnel Facebook Stage Browsing History
- 29. Segmented & Personalized Email • Segment by Lifecycle Stage • Personalize by Name, Company, from Sales Rep, Industry, Geography
- 30. The Impact of Segmentation 3.1% CTR 3.6% CTR 4.0% 3.5% 3.0% CTR 2.5%
- 33. Segment & Personalize Your Website
- 34. How to Analyze
- 36. Measure Each Stage & Asset
- 37. Measure Each Stage & Asset
- 38. Ultimately, Focus on the Funnel
- 39. Final thought …
- 40. It’s Hard to Tie It All Together
- 41. My Pockets Circa 2005
- 42. Now I Only Need This
- 43. Now Marketers Only Need This +
- 44. Rick Burnes Thank You! Twitter.com/rickburnes rburnes@hubspot.com www.hubspot.com 44