audiences everywhere are tough. they don’t have time to be bored or brow beaten by orthodox,...
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“. Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising. We need to stop interrupting what people are interested in and be what people are interested in…. ”. Craig davis Chief creative officer, worldwide - PowerPoint PPT PresentationTRANSCRIPT
Audiences everywhere are tough. They don’t have time to be bored or brow beaten by orthodox, old-fashioned advertising.“
”We need to stop interrupting what people are interested in and be what people are interested in…
CRAIG DAVISCHIEF CREATIVE OFFICER, WORLDWIDEJ. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
Taking the First Step: Investigating Interactive Media for Any PublicationMay 23, 2012
Introductions1
Key Issues2
Finding new members
Engaging more members
FACT:The Internet has fundamentally changed the way people find, discover, share, shop, & connect.
FACT:Inbound marketing is a lot more cost-effective than traditional, outbound marketing.
Introduction to Inbound Marketing3
What is Inbound Marketing?
Inbound
marketing is a fundamental shift in how we relate
to potentialcustomers
PUSHPAIDRENT
INTERRUPTINVENTORY
VS.
11
PULLEARNED
OWNATTRACTASSET
Inbound marketing costs 62% less per lead than traditional, outbound marketing.
INBOUND:AVG COST/LEAD: $143
SOURCE: HUBSPOT, 2011
OUTBOUND:AVG COST/LEAD: $373
STOP FORCING leads through your decision process.
An Example of Inbound Marketing?
Blogging.
No Topic is too Niche for a Blog
17
152,000,000SOURCE: UM, OCTOBER 2010
There areblogs on the Internet.
18
The global population of blog readers keeps growing.
2008 2009 2010
55%
61%
65%
% OF DAILY INTERNET USERS WHO READ BLOGS
SOURCE: UM, OCTOBER 2010
Don’t Blog Blog
8
15
88%
# OF
MED
IAN
MON
THLY
LEA
DS
19SOURCE: HUBSPOT, STATE OF INBOUND MARKETING LEAD GENERATION REPORT, 2010
B2C companies that blog generate
per month than those who do not.
88% more leads
An Example of an Inbound Campaign?
OfferLP + CTA
LNEmailBlog
Social
Analyze
Inbound Marketing Campaign Structure
Link to Offer
Create an OfferOffer
Create a Conversion Path CTA LP
Link to CTALink to LP
Attach a Lead Nurturing CampaignLN
Promote Your Offer Through Email
Link to Email
Promote Your Offer Through Blogging
Blog
Link to Blog Article
Promote Your Offer Through Social Media
Promote
Analyze ResultsAnalyze
Recap!
Identify Conversion Opportunities and Make New Offer.
Offer
LP + CTA Build Landing Page, Call To Action and Thank You Page to
advertise the offer.
LN Attach Lead Nurturing Campaign to the Offer.
EmailBuild Targeted List and Email Existing Contacts the new offer.
Blog Write blog articles around the topic of the offer to promote on website.
Promote Schedule social media promotions of landing page
and blog posts
Analyze Analyze the results of each element to improve
next campaign
Inbound Opportunities for Associations4
Identify Conversion Opportunities and Make New Offer.
Offer
LP + CTA Build Landing Page, Call To Action and Thank You Page to
advertise the offer.
LN Attach Lead Nurturing Campaign to the Offer.
EmailBuild Targeted List and Email Existing Contacts the new offer.
Blog Write blog articles around the topic of the offer to promote on website.
Promote Schedule social media promotions of landing page and blog posts
Analyze Analyze the results of each element to improve
next campaign
Create Content Engine – share to attract
Connection point for industry - education Hub
Publishing platform – magnet for a market
HubSpot Example5
Our Value-Added Reseller Community
Marketing Agencies who Resell HubSpot as Part of their Marketing Services Packages
Community Benefits HubSpot, and HubSpot Benefits the Community
2 Community allows Partners to Exchange Ideas & Tactics
1 Community allows Partners to Network Proactively
3 Community allows Partners to Compliment Each Other
How Community Manager Uses Inbound Marketing
To help more agencies adopt/learn IM.To raise engagement of existing base.To reward engagement of engaged.
To help more agencies adopt/learn IM.To raise engagement of existing base.To reward engagement of engaged.
Direct Value-Added Reseller
OfferLP + CTA
LNEmailBlog
Social
Analyze
partners.com
To help more agencies adopt/learn IM.To raise engagement of existing base.To reward engagement of engaged.
Education as Engagement
Idea Exchanging as Engagement
To help more agencies adopt/learn IM.To raise engagement of existing base.To reward engagement of engaged.
Services Marketplace
THANK YOU.