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2012 02-02 - new england grows v1
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. 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
5. Inbound Marketing
Blog SEO Social Media
ACTION
Blog once per week
Participate in Social Media 1 hour per week
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. 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. Avg. Growth of Leads After Inbound Marketing Adoption
Source: http://www.hubspot.com/roi/
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
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
20. Results: Inbound Link Growth
ACTION
Blog once per week
Participate in Social Media 1 hour per week 20
21. Tips from Marketing Grader
Marketing.Grader.com
Lessons from 4 million websites
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. Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
24. Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
25. Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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. 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
30. Blog on Lawn Fertilization
ACTION
Blog once per week
Participate in Social Media 1 hour per week
30
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. 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
38. Interact with Digital Influencers
200,874
Followers
ACTION
Blog once per week
Participate in Social Media 1 hour per week
38
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