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 J. WALTER THOMPSON (WORLD’S 4TH LARGEST AD AGENCY)
Taking the First Step: Investigating Interactive Media for Any Publication May 23, 2012
Introductions 1
Key Issues 2
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 Marketing 3
What is Inbound Marketing?
Inbound marketing is a fundamental shift in how we relate to potential customers
PUSH PAID RENT INTERRUPT INVENTORY VS. 11 PULL EARNED OWN ATTRACT ASSET
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
17 152,000,000 SOURCE: UM, OCTOBER 2010 There are blogs on the Internet.
18 The global population of blog readers keeps growing. % OF DAILY INTERNET USERS WHO READ BLOGS SOURCE: UM, OCTOBER 2010
88% # OF MEDIAN MONTHLY LEADS 19 SOURCE: 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?
Offer LP + CTA LN BlogSocialAnalyze Inbound Marketing Campaign Structure
Link to Offer Create an Offer Offer
Create a Conversion Path CTALP Link to CTA Link to LP
Attach a Lead Nurturing Campaign LN
Promote Your Offer Through Link to
Promote Your Offer Through Blogging Blog Link to Blog Article
Promote Your Offer Through Social Media Promote
Analyze Results Analyze
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. Build Targeted List and 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 Associations 4
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. Build Targeted List and 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 Example 5
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.
DirectValue-Added Reseller
Offer LP + CTA LN BlogSocialAnalyze
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.