Inbound Marketing Summit 2010 Preview: 19 Marketing .

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Inbound Marketing Summit2010 Preview:Chris BroganCpt. Nathan BroshearC.C. ChapmanPawan DeshpandeJohn DoyleSteve GarfieldPaul GillinPatti FousekTim HaydenAlexander HowardValeria MaltoniChristine PerkettDavid Meerman ScottDharmesh ShahScott StrattenTim StreetDale UnderwoodRobbie VorhausMichael Weiss19 MarketingExperts ShareTips and InsightsContent compiled and analyzed by:Justin LevyIMS Co-Organizer@JustinLevyMike VolpeVP Marketing@mvolpe

IntroductionThe old model of marketing is broken: 34% of US homes have a DVR to skip commercials 44% of junk mail is discarded without being opened 72% of Americans are on the Do Not Call Registry Radio advertising in North America fell 17.6% in 2009The rewards of transforming your marketing are big: 93% of Americans want companies to be on social media Facebook is the size of the 3rd largest country in the world Companies who blog get 55% more website visitors Inbound marketing generates leads at a 60% lower costIn October 6-7, 2010, over 40 of the world’s most accomplishedinbound marketing experts will share their expertise on howmarketing is changing and what you need to do to transformhow your company grows.This ebook is a preview of what 19 of those experts have to offerfor advice and guidance for the future.HubSpot New Marketing Labs Page 2Share this ebook:

What Service or Website Drives theMost Business uTubeTwitterYelpFoursquareOtherToday 80% of the experts see Google or Facebook as the most valuable websitefor marketing. But in the next 3 years 25% of the experts expect something new(“Other”) to emerge as the most important website or service.HubSpot New Marketing Labs Page 3Share this ebook:

What Channel Drives the Most Business ValueOtherMobile MarketingEmail MarketingCompany BlogSocial Media MarketingCold Calling/TelemarketingRadio/TV Advertising2013Offline Display Advertising2010Online AdvertisingTradeshowsDirect MailPaid Search (PPC)Organic Search (SEO)0%5% 10% 15% 20% 25% 30% 35% 40% 45%In the next 3 years, the experts predict that social media will start to drive morebusiness value than search engine optimization (SEO).HubSpot New Marketing Labs Page 4Share this ebook:

The Most Important Metrics to TrackSpeakerCompany BlogLinkedInFacebookTwitterEmail MarketingAppearance inmainstream mediaSocial MediaMarketingInbound MarketingThe relationshipMarketing OverallNathan BroshearCommentsDavid MeermanScottMichael WeissNumber ofcomments.Retweets - if peopleare willing to puttheir name on itthen you haveWho is looking atsomething.your profileShare - it's like aretweetRobbie VorhausQuantifiablerelationship tobottom line.Incoming businessleads.Incoming businessActive friends/fans. leads.Request for moreinformation.Increased revenue. New business leads. ROIPaul GillinRepeat versionsConversionsSalesPatti FousekSubscribersLeadsFan ParticipationRetweetsOpen rateLeadsLeadsClosed SalesDharmesh ShahSubscribersGroup membersUser dleads/customersSustainable growthJohn DoyleCommentsRecommendations InteractionsFollowersClick nUnique visitorsdelivered tocontentSales revenueSERP rank.Return customers /Twitter/Email)Followers(RSS/Twitter/Email)Loyal, interactivecommunity &advocatesDirect action to bizgoals (whetherwarm sales leads orthought leadershipor other)Number of links fromTwitter to yourcontentIs your companysuccessful?Tracking the visits tothe landing pageyou are marketing ConversionsretweetsComments and links Viable jobfrom respectedapplicants forAlexander Howard voices in the niche. openings.Engagement on apage.Engagement, asmeasured by RT,@replies andreshares.Pawan Deshpande SEO PlacementCommentsNumber ofNumber of Followers SubscribersChristine PerkettConsistent traffic;commentsGroup ion toInteractionsActionHubSpot New Marketing Labs Page 5The relationshipEngagement;dialogue with theRIGHT people; notnecessarily theMOST peopleClick thru ratesInteraction toActionShare this ebook:

The Most Important Metrics to TrackSpeakerDale UnderwoodCompany BlogMarketing funnelvalueLinkedInAnnual salesFacebookAnnual salesTwitterAnnual salesSalesScott StrattenRSS/Email sign-upsSteve GarfieldC.C. ChapmanDon't track metrics Don't track metrics InteractionNothing, can'tVisitorsmeasure# of InteractionsTim StreetROBI Return OnBrand InvestmentSocial MediaMarketingInbound MarketingAnnual salesAnnual salesAnnual salesOpen rateSalesSalesSalesclick-throughshare ofconversation InteractionActionEngagementEngagementEngagement@ MessagesSubscribersROCSI Return OnROTI Return on Time ROFI Return On Fan Customer ServiceInvestmentInvestmentInvestmentROA Return OnAcquisitionMaking MoneyROBE Return OnBrand EquityROC Return OnCommunityPotential diagnostic Potential diagnosticof engagedof a good customeraudience: level of service account: @Potential diagnostic Potential diagnostic interaction withreplies to customers Potential diagnosticof blogging forfor personal use:company(with diagnostics,of good leadcommerce: number connectionsrepresentatives and recourse, ways to fix generationPotential diagnostic PotentialValeria Maltoni,of pages(referrals,community on the problem, escalation campaign: number of integration into diagnostic: numberConversation Agent viewed/visitreferences, etc.)wallpath, etc.)of conversionsmarketing planof quality leadsSuccessfulComments onintroductionprofile-postedNew relationshipsComment volume, converted into real content, bothconverted into real Clicks fromboth negative and businesspositive andbusinessmessage to onlineTim s.content.Increase in SALES! Increase in SALES!HubSpot New Marketing Labs Page 6Marketing OverallAnnual salesNumber of ClickThroughs intoSuccess of Helping # of Likes from Off- Conversions (notOthers ExecuteFacebook Sitesjust click throughs)Generic invites to"connect onCommentLinkedIn"engagementReachChris BroganEmail MarketingROIproducts andservices peoplewant and needIncrease in SALES!Share this ebook:

Biggest Marketing Trends for 2011When we asked our expert speakers what they believed the biggest marketing trendfor 2011 would be, we received a variety of answers. Here are some of their thoughts:Mobile Video“Smart” DisplayAdvertisingReal-Time singHubSpot New Marketing Labs Page 7CurationThe Right-TimeWebShare this ebook:

How to Maximize Business Valuefrom Inbound MarketingPeople want to read aboutexperiences they maynever have a chance tofeel You can earn attention bycreating somethinginteresting and valuableand then publishing itonline for free Captain Nathan BroshearU.S. Air Force“Tell your story not your product (and definitely not an individualperson). People want to read about experiences they may never have achance to feel not what you had for breakfast.”David Meerman ScottFreshspot Marketing“You can buy attention (advertising)You can beg for attention from the media (PR)You can bug people one at a time to get attention (sales)Or you can earn attention by creating something interesting and valuable andthen publishing it online for free: a YouTube video, a blog, a research report,photos, Twitter stream, an eBook, a Facebook page. This is Inbound Marketingand it works brilliantly.”Spend more time figuringout ways to add morevalue to your communitythan extracting immediatevalue from it HubSpot New Marketing Labs Page 8Dharmesh ShahHubSpot“Invest in creating exceptional content that people want to consume andshare. You should spend more time figuring out ways to add more value toyour community than extracting immediate value from it.”Share this ebook:

Give emotionally engagingcontent that is of value toyour audience Tim StreetmDialog“Give emotionally engaging content that is of value to your audience andyou will be rewarded. Talk about and SHOW your consumers informationand entertainment that they care about and want in a way they areexpecting while super serving your niche. If ESPN explained how to playfootball they wouldn‟t have any viewers.”Chris BroganNew Marketing LabsListen more than you talk Impactful, concise weeklycontent is better thanmediocre, obligated dailycontent Attend to basics, and thatmeans search-optimizingyour site HubSpot New Marketing Labs Page 9“Listen more than you talk. Get back onto your buyer‟s side of the equation.Frankly, marketers have been too heavily on the company‟s side and their resultssuffer. If you help people buy, you sell. If you sell, you‟re not necessarily helpingpeople buy.”Scott StrattenUnMarketing“Impactful, concise weekly content is better than mediocre, obligated dailycontent. People spread blog posts/content that evoke emotion, not because of agood word count or frequency.”Paul GillinGillin Communications“Attend to basics, and that means search-optimizing your site. In the majority ofcases in which I am asked to consult on social media, I find that the client has notattended to the basics of making sure the language of the website is clear, thesite is easy to find and the value proposition of the business is clearlyestablished.”Share this ebook:

Don’t focus alone on the“online” and web touchpoints of your business The old rules that you livedby no longer apply With old methods,marketers talked *to*audiences. Now, they musttalk *with* them – andengage to be successful.HubSpot New Marketing Labs Page 10Tim HaydenBlue Clover“Don‟t focus alone on the „online‟ and web touch-points of your businesswhen realizing the conversations, influence and data that inboundmarketing delivers. The mobile revolution is empowering and liberatingaudiences to live beyond digital screens, and offline experiences are morelikely to shape sentiment, excitement and word-of-mouth. Existingbehaviors around events, retail and direct mail will play a larger role inhow brands start conversations.”C.C. ChapmanDigital Dads“The old rules that you lived by no longer apply. I‟m not saying to forget them,but you must realize that they have changed and you must change as well if youwant to continue to be successful.”Christine PerkettPerkett PR“Show up. Listen. Engage. This has always been the best way to effectivelymarket but it‟s amplified with social media. Marketers have to make more timeto listen and build advocacy – with old methods, marketers talked *to* audiences.Now, they must talk *with* them – and engage to be successful. Marketers mustalso remember that fans and advocates matter just as much – if not more – thanthe influencers. Everyone is an influencer – good or bad – and marketers need todedicate the appropriate resources to engaging in conversations consistently andpersistently. Think of this way, you can‟t show up at a cocktail party, standagainst the wall talking to no one and expect to get a date. Just showing up isn‟tenough anymore.”Share this ebook:

It is important to engageand speak with yourfollowers as opposed tospeaking at them Listen first before decidingwhere and how to marketto them 80% of all crisis are avoidedor reduced bypreparation Focus on what futurecustomers really need notwhat you think they need HubSpot New Marketing Labs Page 11John DoyleAlure Home Improvements“Social channels are about mutually beneficial exchanges and provide theopportunity to connect with like-minded and interesting people. Payattention to the type of material your followers are responding andcontributing to. It is important to engage and speak with your followers asopposed to speaking at them. Listening is probably the most importanttrait a brand and/or community leader can perfect.”Alexander HowardO’Reilly Media“Listen first to what people are saying about you, your service or product beforedeciding where and how to market to them. It‟s easier than ever to switch thechannel, unsubscribe or unfollow after poorly conceived messaging or media.”Robbie VorhausVorhaus Communications, Inc.“Go crazy thinking about everything that could go wrong, both in terms of yourbusiness, reputation, and the industry, and do the same exercise for clients andpotential clients alike. Analyze the risk, both in terms of the likelihood of theevent happening, and it‟s immediate and long-term effect on you and yourclient‟s business. Then, start acting like a soldier, athlete or musician: train,rehearse, practice, prepare. 80% of all crisis are avoided or reduced bypreparation.”Dale UnderwoodEchoQuote“Focus on what future customers really need early in their sales cycle, not whatyou think they need.”Share this ebook:

Content curation hasemerged as a new andpowerful way for marketersto seamlessly sift throughthe flood of contentavailable Pawan DeshpandeHiveFire“Content curation has emerged as a new and powerful way for marketersto seamlessly sift through the flood of content available to prospects. Likethe owner of a high-end art gallery, you have to sift through theinformation from across the web and curate it to ensure that it is relevantto the customer. You will be navigating your prospects through this sea ofcontent by leading them to you – the provider of the most relevant andimportant information.”Patti FousekCreative Mind Search MarketingYou have to continuallyadjust your plan as yourcompany goals change Make it easy for peoplewho find you online toengage and interact HubSpot New Marketing Labs Page 12“My advice can be summed up in five words: 1. Goals; 2. Plan; 3. Create; 4.Measure 5. Repeat. In more words: 1. Set realistic goals before jumping into aninbound marketing campaign. Are you trying to increase website traffic, get moreleads, newsletter sign-ups, blog subscribers? Start small when first starting out.2. Create a plan of attack. What content are you sharing, who will create thecontent, and how will you measure your results? 3. Constantly create freshcontent for your industry/topic/product/service, etc. Can your content beconverted to a whitepaper, ebook, tweets, Facebook updates, video? 4. Measureyour success. There are a variety of inbound marketing tools out formeasurement - use them! The tools you use will vary depending on your goals. 5.Rinse and Repeat. Success does not come overnight (although for some it appearsit does). You have to continually adjust your plan as your company goals change.Testing and tweaking your inbound marketing campaign is really the key tosuccess.”Steve GarfieldSteveGarfield.tv“Make it easy for people who find you online to engage and interact with aperson.”Share this ebook:

Don’t jump in with two feetinto the deep end withoutlooking at your objectives,your needs, yourcapabilities and setting astrategy The best audience in socialis the one you build Michael WeissImagistic“The advice is simple: take the chance and do it. 90% of marketers outthere still rely on the old school ways of outbound marketing - ColdCalling, Trade Show Booths, Email Blasts, etc. It's impersonal and does notcreate a connection. Consumers are too savvy these days and they expectmore from you; and it must be your goal to meet and better yet, exceedthose expectations. It's okay to talk WITH your customers - that's what theywant! BUT don't jump in with two feet into the deep end without lookingat your objectives, your needs, your capabilities and setting a strategy.Just because it's easy to set up a Facebook Page, a Blog and a Twitteraccount does not mean it is easy to manage. Take it slow. Baby steps, babysteps.”Valeria MaltoniPowered“Invest in developing content that is valuable to your customers -- thatactually helps make their lives easier, solve a problem, understand anissue, etc. Content is your digital body language.Good content is a way for your business to be useful and become attractivethrough search (digital media) and sharing (social media). People first needto believe, then they will support that belief in the way they behave -- andmay eventually become ambassadors on your behalf.Relationships become stronger over time when built upon benefits to thebuyer. When you write customer-centric content, you develop trust andgain credibility, both of which confer you authority.In social media, you can go direct to customers and prospective customers.However, the media or channels are mere tools, they don't come with anaudience you can buy, although many are selling you one. The bestaudience in social is the one you build.”HubSpot New Marketing Labs Page 13Share this ebook:

ContributorsThank you to everyone who contributed their thoughts on inboundmarketing, measurement, social media and where we’re headed in 2011.Capt. Nathan Broshear@usairforceScott Stratten@unmarketingTim Street@1timstreetRobbie Vorhaus@vorhausPawan Deshpande@TweetsFomPawanSteve Garfield@stevegarfieldAlexander B. Howard@digiphileTim Hayden@thetimhaydenDavid Meerman Scott@dmscottJohn Doyle@14str8Chris Brogan@chrisbroganValeria Maltoni@ConversationAgeMichael Weiss@imagisticPatti Fousek@pattifousekPaul Gillin@pgillinDharmesh Shah@dharmeshC.C. Chapman@cc chapmanChristine Perkett@MissusPDale Underwood@echoquote

Learn More at the Premier WorldwideInbound Marketing EventOctober 6-7, 2010Gillette StadiumFoxborough, MASave 50%with Code:EBOOK5045 Sessions500 People40 Speakerswww.InboundMarketingSummit.com

Tim Hayden Comment volume, both negative and positive. Successful introduction converted into real business relationships. Comments on profile-posted content, both positive and negative. New relationships converted into real business relationships. Clicks from message to online content. Increase in SALES! Increase in