How Small Businesses Can Get Found Online - Presentation for Agents Council for Technology (ACT)

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Presentation for Agents Council for Technology (ACT) on how small businesses can get found online and generate more inbound leads.

How Small Businesses
Can Get Found Online
Agents Council for Technology (ACT) Meeting
Ellie Mirman
Inbound Marketing Manager, HubSpot
Twitter: @ellieeille

Marketing is Changing
has changed

Flickr: globetrotter
2

Traditional Marketing (Outbound)

3

Marketing Today (Inbound)

4

Inbound Marketing is More Effective
Average Cost Per Lead

60% Lower Cost
$332
Per Lead

$134

Outbound Marketing Dominated Inbound Marketing Dominated

Source: State of Inbound Marketing Report -
http://bit.ly/aewfHr
5

Flick Photo: Thomas Hawk

$Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee$

Inbound Gives Leverage

Inbound Marketing is a Methodology

5 Steps to Get Started

Flickr:travelingtribe

1. Solve Problems

Think About Your Personas

Don’t Talk About Your Products

2. Become a Publisher

Publish Everything

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

Case Study: Indium Corporation
Developer, manufacturer, supplier of
specialty alloys, solders, & thermal
interface materials

Dozens of blogs & bloggers

17

3. Listen

What Keywords Are They Using?

Where Are They Talking?

Engage with Your Audience

Conversation
AND

Distribution

4. Create Opportunities

What Am I Supposed to Do Here?

23

What Am I Supposed to Do Here?

24

Capture Leads with Landing Pages

5. Measure

Avoid Paralysis by Analysis

• Don’t measure
everything.
• Simple is better
than complicated.
• Focus on 3-5
metrics.

Flickr: ssh

Traffic

Leads

Sales

…By Channel or Source
Visitors Leads Sales

SEO

Social
Media

Free WebsiteGrader Report

Thank You!

Ellie Mirman
Twitter: @ellieeille
Blog: www.elliemirman.com

HubSpot:
Website: www.HubSpot.com
Blog: http://Blog.HubSpot.com
Grader: http://Grader.com

Presentation Slides: http://SlideShare.net/HubSpot
33

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1. How Small Businesses Can Get Found Online Agents Council for Technology (ACT) Meeting Ellie Mirman Inbound Marketing Manager, HubSpot Twitter: @ellieeille

2. Marketing is Changing has changed Flickr: globetrotter 2

3. Traditional Marketing (Outbound) 3

4. Marketing Today (Inbound) 4

5. Inbound Marketing is More Effective Average Cost Per Lead 60% Lower Cost $332 Per Lead $134 Outbound Marketing Dominated Inbound Marketing Dominated Source: State of Inbound Marketing Report - http://bit.ly/aewfHr 5

6. Flick Photo: Thomas Hawk

7. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

8. Inbound Gives Leverage

9. Inbound Marketing is a Methodology

10. 5 Steps to Get Started Flickr:travelingtribe

11. 1. Solve Problems

12. Think About Your Personas

13. Don’t Talk About Your Products

14. 2. Become a Publisher

15. Publish Everything

16. 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

17. Case Study: Indium Corporation Developer, manufacturer, supplier of specialty alloys, solders, & thermal interface materials Dozens of blogs & bloggers 17

19. What Keywords Are They Using?

20. Where Are They Talking?

21. Engage with Your Audience Conversation AND Distribution

22. 4. Create Opportunities

23. What Am I Supposed to Do Here? 23

24. What Am I Supposed to Do Here? 24

25. Capture Leads with Landing Pages

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

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

32. Free WebsiteGrader Report

33. Thank You! Ellie Mirman Twitter: @ellieeille Blog: www.elliemirman.com HubSpot: Website: www.HubSpot.com Blog: http://Blog.HubSpot.com Grader: http://Grader.com Presentation Slides: http://SlideShare.net/HubSpot 33