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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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    SocialBBC Rick Burnes Mapping The Inbound Marketing Ecosystem SocialBBC Rick Burnes Mapping The Inbound Marketing Ecosystem Presentation Transcript

    • Mapping the Inbound Marketing Ecosystem
      Rick Burnes
      Twitter: @rickburnes
      March 4, 2010
      How to use Google, blogs and social media to get found online.
    • Agenda
      About Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • We’ve Seen a Lot of Marketing Hairstyles
      3
      Flickr: nopiedra
      Flickr: Sachaverelle
      Blogging
      SEO
    • Is This Just Another Hairstyle?
      4
      Flickr: davecobb
      Social Media
    • This Ain’t No Haircut!
      5
      Tesla Motors
      Wikipedia
    • How Do You Navigate a Complex Landscape?
      6
      A Map!
      Flickr: WanderingtheWorld
    • Traditional Marketing (Outbound)
      7
    • Marketing Today (Inbound)
      8
    • How Do the Best New Companies Market?
      9
      1950 - 2000
      2000 - 2050
      9
    • Budget vs. Brains
      Flickr: Refracted Moments
      Flickr: Gaetoan Lee
    • Outbound Is Expensive
      11
    • Inbound Is Cheaper
    • Why Inbound Is Cheaper
    • 14
      What Is Inbound Marketing?
      Website Visitors
      Process
      Tools
      Get Found
      • Content Mgmt
      • Blogging
      • Social Media
      • SEO
      • Analytics
      Get Found
      • Publish
      • Promote
      • Optimize
      Leads
      Convert
      • Test
      • Target
      • Nurture
      Convert
      • Offers / CTAs
      • Landing Pages
      • Email
      • Lead Intelligence
      • Lead Mgmt
      • Analytics
      Customers
    • 15
      SEO
      Social Media
      Blog
      Flickr: WanderingtheWorld
    • Agenda
      About HubSpot & Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • How Do You Get to the Top?
    • Pick Your Keyword Battles
      18
      Fight for “Ninja” …
      or “Ninja Halloween Costume”
      Flick Photos: ExtraMedium & Simonstarr
    • Two Sides of Optimization
      19
      On-Page
      Off-Page
    • Optimize “On Page”
      • Page Title
      • URL
      • H1,H2,H3 tags
      • Page Text
      • Bold
    • Half of On-Page SEO Is Invisible
      • Description
      • Keywords
      • Alt text on images
    • 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
    • How Do You Get Links?
      Have something worth linking to.
    • Blogging Means More Inbound Links
      24
    • How Google Weights Optimization
      25
      On Page
      (25%)
      Off Page
      (75%)
      Off-page optimization is critical.
    • 26
      SEO
      Blog
      Flickr: WanderingtheWorld
    • Agenda
      Inbound vs. Outbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • A Nice-Looking Restaurant Site
    • Another Nice-Looking Restaurant Site
      What’s the difference?
    • Blog = Better SEO, More Traffic
      Data from website.grader.com and compete.com
    • How Many Tickets Do You Have?
    • 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)
    • Content Attracts the Right People
      Neil Diamond
      Flick Photo: Marciela
    • What Content Channels Are Best?
      Blog
      Podcast
      Videos
      Photos
      Presentations
      eBooks
      News Releases
    • Don’t Talk About Your Product
      HubSpot.com/cartoons
    • 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
    • Agenda
      About HubSpot & Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • Social Media Is Now a Staple
      38
      Flickr: anitacanita
      Flickr: sierravalleygirl
      • Unmeasured
      • Small scale
      • No business impact
      • But lots of fun
      • Highly measurable
      • Massive scale
      • Major driver of leads, sales
      • Still fun
    • 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
    • PR, Social-Media Style
      Elapsed Time:
      50 Minutes
    • Social Media Drives Leads
      41
      HubSpot Social Media Leads
      Twitter is largest category, at >40% of HubSpot’s total social media leads.
    • How to Get Started
      Listen
      Share Your Content
      Listen More
      Build Relationships
    • What Are They Saying About You?
      Places to listen
      • Search.Twitter.com
      • google.com/blogsearch
      • Technorati.com
      • Existing blogs
      • Industry Twitterers
      • Twitter.grader.com
      43
    • Participate in Q&A
      Facebook Discussions
      Yahoo! Answers
      LinkedIn Q&A and Discussions
    • Distribute Your Content
      45
    • Conversation & Distribution
      46
      Conversation
      AND
      Distribution
    • What Gets Shared?
      47
      Rarely
      Shared
      Frequently
      Shared
      • Product info
      • Free trials
      • Software documentation
      • New data
      • Funny videos
      • Top-notch blog posts
    • Blogging Increases Twitter Reach
      48
    • Twitter Plays a Bigger SEO Role
      49
      Results from Twitter
    • 50
      SEO
      Social Media
      Blog
      Flickr: WanderingtheWorld
    • Agenda
      About HubSpot & Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • Assess Search Engine Optimization
      http://websitegrader.com/
    • Measure Blog Subscriptions
      A measure of you blog’s total reach
      A “sticky” number
    • 54
      Track the Whole Funnel
      Website Visitors
      Leads
      Customers
    • How to Track Your Funnel
      Track visitors.
      55
    • How to Track Your Funnel
      Track leads.
      56
    • How to Track Your Funnel
      Track customers.
      57
    • 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
    • Why Tracking Via Channels Is Critical
      59
    • 60
      Final Thoughts …
    • It’s an Ecosystem
      61
      SEO
      Social Media
      Blog
      Flickr: WanderingtheWorld
    • Build Leverage
      62
    • Who Knows How to Put All the Pieces Together?
      63
      d.j.k. on flickr
    • HubSpot Puts the Pieces Together
      64
    • 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