Video Transcript

00:10 Brian Halligan: Anyone know what this nice picture is?

00:19 Halligan: It's the Imperial Palace in Japan. And the reason I show this picture is it reminds me of my favorite philosopher. And my favorite philosopher is a guy named Warren Buffett.

00:32 Halligan: And what Warren Buffett tells the CEOs is, " What you wanna do with your business is you wanna build a moat around it, wanna make it ice cold, wanna put sharks in there, you wanna put alligators in there. Next year, colder, more sharks, more alligators. The new moat for your business, is this inbound marketing stuff. It's very, very hard to copy, you can't win with money. It's about brain power and skill, and it's how to create a big barrier to entry against your competition." And I'll give you an example.

00:59 Halligan: The company I really like here in the southwest, called Zappos. And let's just say you and I, we wanted to... We we're gonna start an internet shoe seller, right? We're gonna sell shoes online. We're gonna take those guys down, right? We're gonna take Zappos down. I think you and I, we could figure a lot out. We could figure our their weird culture. We could figure out how to get the inventory. We could figure out the supply chain. We could get a beautiful design on the site. The reason that we don't start a company to compete with Zappos, is not that, it's the moat around their business. And the moat around their business is the two million links into their website, how are we gonna do that? It's the 10 million Twitter followers they have, the massive number of Facebook likes, you can't wake up overnight and get that. That's a massive barrier to entry, and it's very, very hard to compete with them.

01:50 Halligan: And the thing that happens with the Internet, in inbound marketing, is the person who's first, tends to get a pretty big head start, and it's very hard to catch up in this type of industry. And the good news for most of you, is very... It's the first, it's the top of the first inning in this game is very early, so it's not too late to get going. And almost every industry, it's very easy to compete. So, one last point. Has anyone played with HubSpot's Marketing Grader? It's a neat little tool, and I did some analysis for all of you where I put your website in, and I measured it kind of through my eyes. I looked at it sort of, what's Google think of your site, how many links are into your site, how many Twitter followers, how engaged are you in Twitter, Facebook Fans, what's your blog look like, are you getting lots of links into your blog and conversation? It looks at 50 different things. And then I ranked all 5000 of you, by your marketing grade, okay? Anyone interested?

02:50 Audience Member: Yeah.

02:53 Halligan: And I created a webpage, it's, and all of you are on there. It's really sweet. You can go and sort on... It's really cool. But while we've got a minute here, I thought we'd give a big round of applause, to the top 10 on the list.

03:22 Halligan: Okay, that's all I've got. Does anyone have any brilliant questions for me? If so, please step to the microphone. Can you come to the microphone, sir?

03:31 Audience Member: We focus on marketing to mechanical engineers, plant managers, so like that whole Facebook consumer zone is awful for us, horrible leads. But the mechanical engineers, these process engineers, that's our sweet spot.

03:48 Halligan: Yup.

03:49 Audience Member: So our goal is not necessarily to get 5X, I think, on our number of incoming leads, or incoming webpage visits. Our interest is more in how many mechanical engineers convert?

04:03 Halligan: Sure, I got it. And so, the funny thing about this is when I first started this inbound marketing stuff six years ago, I get that question a lot. And it would kind of stump me, because the reality is very few people were on Facebook and Twitter, and what not. But today, I think it's very applicable to someone selling to mechanical engineers 'cause mechanical engineers are the type of people who are definitely on Google a lot, and are definitely on Facebook, they're sharing photos with their friends. And if they're on Facebook, and they're seeing their friends keep liking articles from you, that's the way you go through the back door into their lives. It's a very clever way to market to them. They're definitely on LinkedIn, if they're a process engineer, mechanical engineer. And if they're on LinkedIn, there's these LinkedIn groups and they're in there. I could argue maybe they're not on Twitter yet, but I think your customers are on there, and you wanna be become a magnet.

04:53 Halligan: For you website, you want to be the hub for every mechanical engineer on the planet. You wanna blog on there that's the world's best process engineer, mechanical engineering blog. You want your Twitter feed to be spewing out every other article you see that's interestingly engaging with all these people. You want your Facebook feed to have all kinds of interesting stuff, and... It'll work, I think it's perfect for you. I'm a Wayne Gretzky fan and... Well the famous Wayne Gretzky quote is, somebody said to Wayne Gretzky, "Why are you so much better than all the other hockey players?" And he said, "Well, I skate to where the puck is going, not to where it is." You gotta skate to where the puck is going. If they're not there, they're coming really shortly.

05:28 Audience Member: Thank you.

05:29 Halligan: Yup.

05:33 Audience Member: I'm a little short. Okay, I have a two-part question. One of them is, if we have a limited budget, are we better off focusing more on someone that's stronger on the context or on the content side? And then, the second part of the question is, in terms of the context, other than having good analytical skills, what is the other major attribute that we might be looking for from this individual to help us get our growth that we're looking for and a higher conversion rate?

06:03 Halligan: Yeah. That's a good question. It depends on your industry and your sites, but let's just say... So one of the outputs from this grader report, so you can go and look up your report and it'll give you a score. Then it'll give you like 50 things to improve on. One of the things that we'll look up is your compete ranking. We don't do it to third party. If your compete ranking is poor, is like you're not ranking in the top 10,000 of websites, I would focus on content. And I would guess for 90% of the people in the room start with content, open the top of your funnel up. I think most businesses make a mistake that they've got a list of emails, 10,000, let's say, and they just pound the crap out of that list, and the list just degrade over time and they don't replenish it. And so, in my mind, the real action and the real transformation going on in the world, is that very top of the funnel. I would hit that first and I would put everything behind that, and I would worry about context a little later. The first easiest thing you do with context, you just make sure on your home page and on your landing page, you've got a call to action button on there that's useful. So like sign up for my demo, sign up for my webinar, sign up for my ebook, sign up for a private consultation. Just make it actionable and make it big and colorful, so people click on it, and that little change can move you from 1% to 2%. Okay.

07:18 Audience Member: Thanks.

07:20 Halligan: Okay. I think I'm over time. Thank you everyone.