How to Build a BusinessHow to Build a Business Blog for Lead GenerationBlog for Lead Generation Using HubSpotg p

Prashant KawInbound Marketing Manager

Ellie MirmanInbound Marketing ManagerInbound Marketing Manager

Twitter: @prashantkawInbound Marketing ManagerTwitter: @ellieeille

Who is HubSpot?

• Founded:  2006

T 90 (15 MIT)1,400+ Customers

• Team:  90 (15 MIT)

• A:  $5m General Catalyst

• B:  $12m Matrix Partners

• Outside Director:Outside Director:

Gail Goodman, CEO Constant Contact (CTCT)Constant Contact (CTCT)

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalespersonp

Marketing Has Changed

1950 - 2000 2000 - 2050

The Good News!

Inbound Marketing

Blog SEO Social Mediag

Proven ROI of Inbound Marketing

Cilk Arts Increases Leads 500%

Makana Solutions 3x Leads, 2x Conversions

Vocio Pays for HubSpot 30x Over with New Leads

Objective Management Group Grows Leads 360%

Bridge Group Doubles Online Leads g p

www.HubSpot.com/ROI

Proven ROI of Inbound Marketing

www.HubSpot.com/ROI

The Role of the Business Blog

Build thought leadershipCreate content for SEOShare your remarkable contentShare your remarkable contentInteract with your communityCreate business opportunitiesMeasure resultsMeasure results

10

Build Thought L d hiLeadership

Blogging is Thought Leadership

• Become a resourceInteract ith infl encers• Interact with influencers

• Facilitate dialogue• Encourage subscriptions• Build trustBuild trust

Start with Remarkable Content

Content > Sharing > Traffic/Leads

Launch “Baby Got Leads” Video

14

Content > Coverage > Traffic/Leads

15

Create Content for SEOSEO

Every Post is an SEO Opportunity

• Organic is better• Build a long lasting asset• More content = more visitors & powerMore content more visitors & power• Pull in your personas

17

Organic Search is Better

Pay Per Click – 25% of Clicks

Organic Results75% of Clicks

Source: Marketing Sherpa and Enquiro Research

How Does Google Decide?

On-Page Off-PageOn-Page25%

Off-Page75%

Build a Long Lasting Asset

Flickr photo: Thomas Hawk

More Content = More Visitors & Power

10,000,000

Average Pages per Website by Page Rank

1,000,000

page

s

100,000

# of

Web

p

10,000

Aver

age

#

1,0001 2 3 4 5 6 7 8 9 10

Page Rank (10 is best)

More Content = More Visitors & Power

Average Pages per Website by Alexa Traffic Rank

1,000,000

page

s

100,000

# of

Web

p

10,000

Aver

age

#

1,000 > 10,000,000 (Extremely Low Traffic)

5,000,001 to 10,000,000 (Very Low

1,000,001 to 5,000,000

(Low Traffic)

500,001 to 1,000,000 (Medium

100,001 to 500,000 (High

Traffic)

< 100,000 (Very High

Traffic)

A

) ( yTraffic)

( ) (Traffic)

) )

Alexa Traffic Rank

Your Content Pulls in Your Personas

“Create the kind of online content that your buyersthat your buyers naturally gravitate to ”to.

- David Meerman ScottAuthor of The New Rules ofAuthor of The New Rules of

Marketing & PRwww.webinknow.com

Pick Your Keyword Battles

Optimize Every Blog Post

25

Share Your C t tContent

Sharing: Give Before You Get

• Social Media = Cocktail Party• Help your content spread• Expand your reachExpand your reach

27

Social Media = Cocktail Party

28Flickr: TECHcocktail

Publish Content to Social Media

29

Publish Content to Social Media

30

Encourage Sharing of Content

31

Expand Your Reach

32Flickr photo: gustavog

Interact with C itCommunity

Direct Conversations

• Host conversations• Answer questions• Comment on blogsComment on blogs• Moving beyond your blog• Track your interactions

34

Host Conversations

35

Answer Questions

36

Comment On Blogs

37

Move Beyond Your Blog

38

Monitor & Engage in Conversations

39

Create Business O t itiOpportunities

Creating Opportunities

• Convert content and ticonversations

• Calls to action• Landing pages

T k i• Track conversions

41

Convert Conversations

Targeted calls to action at every step

42

Convert Conversations

Capture leads with l dilanding pages

Landing Page Tips:Li it d i tiLimited navigationClear & simplepForm above fold

43

Track Blog Conversions

44

Measure, Analyze,& R t& Repeat

Success Metrics

• Reach• Stickiness• EngagementEngagement• Authority• Conversions

46

Reach: Traffic Drawing Keywords

47

Reach: Traffic

Reach: Social Media Network

49

Stickiness: Subscribers

• A measure of you blog’s total reach• A “sticky” number

Engagement: Comments, Tweets

Authority: Links

52

Conversion: Leads & Customers

Thank You!

www HubSpot com/Free Trialwww.HubSpot.com/Free-Trial

Prashant KawInbound Marketing Manager

Ellie MirmanInbound Marketing ManagerInbound Marketing Manager

Twitter: @prashantkawInbound Marketing ManagerTwitter: @ellieeille