content is key: get found and generate leads at lower cost - online marketing summit orlando
TRANSCRIPT
Online Marketing SummitOrlando, FL | August 3, 2010
Content is Key:Get Found & Generate Leads
at 60% Lower Cost
Ellie Mirman, HubSpot
@ellieeille #OMSORL
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Inbound Marketing is More Effective
9
$332
$134
Outbound Marketing Dominated Inbound Marketing Dominated
Average Cost Per Lead
60% Lower Cost Per Lead
Source: State of Inbound Marketing Report - http://bit.ly/aewfHr
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
Publish Everywhere
Organic Search is Better
• Free
• More traffic
• Smarter people
• Longer lasting
Organic Results75% of Clicks
Pay Per Click – 25% of Clicks
Source: Marketing Sherpa and Enquiro Research
Pick Your Keyword Battles
1. Search volume
2. Relevance to your business
3. Competition
• “event”
• “community development event”
• “community development event Bastrop TX”
Flickr: saeba
Off-Page SEO (Authority)
• Recommendations from friends1. “I know HubSpot”
2. “HubSpot makes great marketing software”
3. You trust the person saying this
• Links are online recommendations1. Link: www.HubSpot.com
2. Link with anchor text: Internet Marketing
3. Link from a trusted website
RSS Simplifies Reading & Monitoring
Your Industry Blogs
Good Content Brings Subscribers
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Visitors
Leads
Customers
Attract visitors with content
Convert visitors with content
Nurture leads with content
Avoid Paralysis by Analysis
• Don’t measure everything.
• Simple is better than complicated.
• Focus on 3-5 metrics.
Flickr: ssh
…By Content Offer
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PAGE NAME PAGE VIEWS
SUBMISSIONS CONVERSION RATE
Blogging for Business Webinar 3803 2165 56.93%
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Thank You!
Ellie MirmanTwitter: @ellieeille
LinkedIn: linkedin.com/in/elliemirman
HubSpot:
Website: www.HubSpot.com
Blog: http://Blog.HubSpot.com
Grader: http://Grader.com
Presentation Slides: http://SlideShare.net/HubSpot