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SocialBBC Rick Burnes Mapping The Inbound Marketing Ecosystem

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Social Business Boot Camp & Networking Happy Hour Benefiting National Breast Cancer Foundation March 4th, 2010 @ the Aloft Hotel Downtown Dallas ...

Social Business Boot Camp & Networking Happy Hour Benefiting National Breast Cancer Foundation March 4th, 2010 @ the Aloft Hotel Downtown Dallas

Speaker Segment: Rick Burnes of HubSpot on Mapping The Inbound Marketing Ecosystem

Twitter Event #SocialBBC

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  • 1. Mapping the Inbound Marketing Ecosystem
    Rick Burnes
    Twitter: @rickburnes
    March 4, 2010
    How to use Google, blogs and social media to get found online.
  • 2. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 3. We’ve Seen a Lot of Marketing Hairstyles
    3
    Flickr: nopiedra
    Flickr: Sachaverelle
    Blogging
    SEO
  • 4. Is This Just Another Hairstyle?
    4
    Flickr: davecobb
    Social Media
  • 5. This Ain’t No Haircut!
    5
    Tesla Motors
    Wikipedia
  • 6. How Do You Navigate a Complex Landscape?
    6
    A Map!
    Flickr: WanderingtheWorld
  • 7. Traditional Marketing (Outbound)
    7
  • 8. Marketing Today (Inbound)
    8
  • 9. How Do the Best New Companies Market?
    9
    1950 - 2000
    2000 - 2050
    9
  • 10. Budget vs. Brains
    Flickr: Refracted Moments
    Flickr: Gaetoan Lee
  • 11. Outbound Is Expensive
    11
  • 12. Inbound Is Cheaper
  • 13. Why Inbound Is Cheaper
  • 14. 14
    What Is Inbound Marketing?
    Website Visitors
    Process
    Tools
    Get Found
    Get Found
    Leads
    Convert
    Convert
    Customers
  • 28. 15
    SEO
    Social Media
    Blog
    Flickr: WanderingtheWorld
  • 29. Agenda
    About HubSpot & Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 30. How Do You Get to the Top?
  • 31. Pick Your Keyword Battles
    18
    Fight for “Ninja” …
    or “Ninja Halloween Costume”
    Flick Photos: ExtraMedium & Simonstarr
  • 32. Two Sides of Optimization
    19
    On-Page
    Off-Page
  • 33. Optimize “On Page”
  • Half of On-Page SEO Is Invisible
  • Optimize (Off-Page)
    • Recommendations from friends
    “I know HubSpot”
    “HubSpot sells great marketing software”
    You trust the person saying this
    • Links are online recommendations
    A link: www.HubSpot.com
    Anchor text: Internet Marketing
    Link is from a trusted website
  • 40. How Do You Get Links?
    Have something worth linking to.
  • 41. Blogging Means More Inbound Links
    24
  • 42. How Google Weights Optimization
    25
    On Page
    (25%)
    Off Page
    (75%)
    Off-page optimization is critical.
  • 43. 26
    SEO
    Blog
    Flickr: WanderingtheWorld
  • 44. Agenda
    Inbound vs. Outbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 45. A Nice-Looking Restaurant Site
  • 46. Another Nice-Looking Restaurant Site
    What’s the difference?
  • 47. Blog = Better SEO, More Traffic
    Data from website.grader.com and compete.com
  • 48. How Many Tickets Do You Have?
  • 49. What Should You Write About?
    32
    Topics that attract Holly & Larry – your business’ target personas!
    (Holly Allison, VP, Marketing, Vico Software)
    (Larry Berezin, COO, NYC Parking Ticket, LLC)
  • 50. Content Attracts the Right People
    Neil Diamond
    Flick Photo: Marciela
  • 51. What Content Channels Are Best?
    Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
  • 52. Don’t Talk About Your Product
    HubSpot.com/cartoons
  • 53. 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
  • 54. Agenda
    About HubSpot & Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 55. Social Media Is Now a Staple
    38
    Flickr: anitacanita
    Flickr: sierravalleygirl
  • PR, Social-Media Style
    Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
    I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
    408 555-1234?
    I will call you right now
  • 63. PR, Social-Media Style
    Elapsed Time:
    50 Minutes
  • 64. Social Media Drives Leads
    41
    HubSpot Social Media Leads
    Twitter is largest category, at >40% of HubSpot’s total social media leads.
  • 65. How to Get Started
    Listen
    Share Your Content
    Listen More
    Build Relationships
  • 66. What Are They Saying About You?
    Places to listen
    • Search.Twitter.com
    • 67. google.com/blogsearch
    • 68. Technorati.com
    • 69. Existing blogs
    • 70. Industry Twitterers
    • 71. Twitter.grader.com
    43
  • 72. Participate in Q&A
    Facebook Discussions
    Yahoo! Answers
    LinkedIn Q&A and Discussions
  • 73. Distribute Your Content
    45
  • 74. Conversation & Distribution
    46
    Conversation
    AND
    Distribution
  • 75. What Gets Shared?
    47
    Rarely
    Shared
    Frequently
    Shared
  • Blogging Increases Twitter Reach
    48
  • 81. Twitter Plays a Bigger SEO Role
    49
    Results from Twitter
  • 82. 50
    SEO
    Social Media
    Blog
    Flickr: WanderingtheWorld
  • 83. Agenda
    About HubSpot & Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 84. Assess Search Engine Optimization
    http://websitegrader.com/
  • 85. Measure Blog Subscriptions
    A measure of you blog’s total reach
    A “sticky” number
  • 86. 54
    Track the Whole Funnel
    Website Visitors
    Leads
    Customers
  • 87. How to Track Your Funnel
    Track visitors.
    55
  • 88. How to Track Your Funnel
    Track leads.
    56
  • 89. How to Track Your Funnel
    Track customers.
    57
  • 90. 58
    Track the Whole Funnel for Each Channel
    Social Media
    Visitors
    SEO Visitors
    Blog Visitors
    PPC Visitors
    Leads
    SEO Customers
    Blog Customers
    PPC Customers
    Social Media
    Customers
  • 91. Why Tracking Via Channels Is Critical
    59
  • 92. 60
    Final Thoughts …
  • 93. It’s an Ecosystem
    61
    SEO
    Social Media
    Blog
    Flickr: WanderingtheWorld
  • 94. Build Leverage
    62
  • 95. Who Knows How to Put All the Pieces Together?
    63
    d.j.k. on flickr
  • 96. HubSpot Puts the Pieces Together
    64
  • 97. Thank You!
    Sign up for a free trial of HubSpot:
    www.hubspot.com/free-trial/
    Connect with me:
    LinkedIn: www.linkedin.com/in/rickburnes
    Twitter: www.twitter.com/rickburnes