Mapping the Inbound Marketing Ecosystem<br />Rick Burnes<br />Twitter: @rickburnes<br />March 4, 2010<br />How to use Goog...
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
We’ve Seen a Lot of Marketing Hairstyles<br />3<br />Flickr: nopiedra<br />Flickr: Sachaverelle<br />Blogging<br />SEO<br />
Is This Just Another Hairstyle?<br />4<br />Flickr: davecobb <br />Social Media<br />
This Ain’t No Haircut!<br />5<br />Tesla Motors<br />Wikipedia<br />
How Do You Navigate a Complex Landscape?<br />6<br />A Map!<br />Flickr: WanderingtheWorld<br />
Traditional Marketing (Outbound)<br />7<br />
Marketing Today (Inbound)<br />8<br />
How Do the Best New Companies Market?<br />9<br />1950 - 2000<br />2000 - 2050<br />9<br />
Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
Outbound Is Expensive<br />11<br />
Inbound Is Cheaper<br />
Why Inbound Is Cheaper<br />
14<br />What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
Blogging
Social Media
SEO
Analytics</li></ul>Get Found<br /><ul><li>Publish
Promote
Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
Target
Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
Landing Pages
Email
Lead Intelligence
Lead Mgmt
Analytics</li></ul>Customers<br />
15<br />SEO<br />Social Media<br />Blog<br />Flickr: WanderingtheWorld<br />
Agenda<br />About HubSpot & Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
How Do You Get to the Top?<br />
Pick Your Keyword Battles<br />18<br />Fight for “Ninja” …<br />or “Ninja Halloween Costume”<br />Flick Photos: ExtraMediu...
Two Sides of Optimization<br />19<br />On-Page<br />Off-Page<br />
Optimize “On Page”<br /><ul><li> Page Title
 URL
 H1,H2,H3 tags
 Page Text
 Bold</li></li></ul><li>Half of On-Page SEO Is Invisible<br /><ul><li> Description
 Keywords
 Alt text on images</li></li></ul><li>Optimize (Off-Page)<br /><ul><li> Recommendations from friends</li></ul>“I know HubS...
How Do You Get Links?<br />Have something worth linking to.<br />
Blogging Means More Inbound Links<br />24<br />
How Google Weights Optimization<br />25<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is cr...
26<br />SEO<br />Blog<br />Flickr: WanderingtheWorld<br />
Agenda<br />Inbound vs. Outbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
A Nice-Looking Restaurant Site<br />
Another Nice-Looking Restaurant Site<br />What’s the difference?<br />
Blog = Better SEO, More Traffic<br />Data from website.grader.com and compete.com<br />
How Many Tickets Do You Have?<br />
What Should You Write About?<br />32<br />Topics that attract Holly & Larry – your business’ target personas!<br />(Holly ...
Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
What Content Channels Are Best?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Re...
Don’t Talk About Your Product<br />HubSpot.com/cartoons<br />
Get Into the Content Mindset<br />Make emails into blog posts<br />Turn forum posts into blog posts<br />Shoot videos at e...
Agenda<br />About HubSpot & Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
Social Media Is Now a Staple<br />38<br />Flickr: anitacanita<br />Flickr: sierravalleygirl<br /><ul><li> Unmeasured
 Small scale
 No business impact
 But lots of fun
 Highly measurable
 Massive scale
 Major driver of leads, sales
 Still fun</li></li></ul><li>PR, Social-Media Style<br />Need to urgently speak with a business that is very actively leve...
PR, Social-Media Style<br />Elapsed Time:<br />50 Minutes<br />
Social Media Drives Leads<br />41<br />HubSpot Social Media Leads<br />Twitter is largest category, at >40% of HubSpot’s t...
How to Get Started<br />Listen <br />Share Your Content<br />Listen More <br />Build Relationships<br />
Upcoming SlideShare
Loading in...5
×

SocialBBC Rick Burnes Mapping The Inbound Marketing Ecosystem

726

Published on

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

Published in: Technology, Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
726
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

SocialBBC Rick Burnes Mapping The Inbound Marketing Ecosystem

  1. 1. Mapping the Inbound Marketing Ecosystem<br />Rick Burnes<br />Twitter: @rickburnes<br />March 4, 2010<br />How to use Google, blogs and social media to get found online.<br />
  2. 2. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  3. 3. We’ve Seen a Lot of Marketing Hairstyles<br />3<br />Flickr: nopiedra<br />Flickr: Sachaverelle<br />Blogging<br />SEO<br />
  4. 4. Is This Just Another Hairstyle?<br />4<br />Flickr: davecobb <br />Social Media<br />
  5. 5. This Ain’t No Haircut!<br />5<br />Tesla Motors<br />Wikipedia<br />
  6. 6. How Do You Navigate a Complex Landscape?<br />6<br />A Map!<br />Flickr: WanderingtheWorld<br />
  7. 7. Traditional Marketing (Outbound)<br />7<br />
  8. 8. Marketing Today (Inbound)<br />8<br />
  9. 9. How Do the Best New Companies Market?<br />9<br />1950 - 2000<br />2000 - 2050<br />9<br />
  10. 10. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  11. 11. Outbound Is Expensive<br />11<br />
  12. 12. Inbound Is Cheaper<br />
  13. 13. Why Inbound Is Cheaper<br />
  14. 14. 14<br />What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
  15. 15. Blogging
  16. 16. Social Media
  17. 17. SEO
  18. 18. Analytics</li></ul>Get Found<br /><ul><li>Publish
  19. 19. Promote
  20. 20. Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
  21. 21. Target
  22. 22. Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
  23. 23. Landing Pages
  24. 24. Email
  25. 25. Lead Intelligence
  26. 26. Lead Mgmt
  27. 27. Analytics</li></ul>Customers<br />
  28. 28. 15<br />SEO<br />Social Media<br />Blog<br />Flickr: WanderingtheWorld<br />
  29. 29. Agenda<br />About HubSpot & Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  30. 30. How Do You Get to the Top?<br />
  31. 31. Pick Your Keyword Battles<br />18<br />Fight for “Ninja” …<br />or “Ninja Halloween Costume”<br />Flick Photos: ExtraMedium & Simonstarr <br />
  32. 32. Two Sides of Optimization<br />19<br />On-Page<br />Off-Page<br />
  33. 33. Optimize “On Page”<br /><ul><li> Page Title
  34. 34. URL
  35. 35. H1,H2,H3 tags
  36. 36. Page Text
  37. 37. Bold</li></li></ul><li>Half of On-Page SEO Is Invisible<br /><ul><li> Description
  38. 38. Keywords
  39. 39. Alt text on images</li></li></ul><li>Optimize (Off-Page)<br /><ul><li> Recommendations from friends</li></ul>“I know HubSpot”<br />“HubSpot sells great marketing software”<br /> You trust the person saying this<br /><ul><li> Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from a trusted website<br />
  40. 40. How Do You Get Links?<br />Have something worth linking to.<br />
  41. 41. Blogging Means More Inbound Links<br />24<br />
  42. 42. How Google Weights Optimization<br />25<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical.<br />
  43. 43. 26<br />SEO<br />Blog<br />Flickr: WanderingtheWorld<br />
  44. 44. Agenda<br />Inbound vs. Outbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  45. 45. A Nice-Looking Restaurant Site<br />
  46. 46. Another Nice-Looking Restaurant Site<br />What’s the difference?<br />
  47. 47. Blog = Better SEO, More Traffic<br />Data from website.grader.com and compete.com<br />
  48. 48. How Many Tickets Do You Have?<br />
  49. 49. What Should You Write About?<br />32<br />Topics that attract Holly & Larry – your business’ target personas!<br />(Holly Allison, VP, Marketing, Vico Software)<br />(Larry Berezin, COO, NYC Parking Ticket, LLC)<br />
  50. 50. Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
  51. 51. What Content Channels Are Best?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  52. 52. Don’t Talk About Your Product<br />HubSpot.com/cartoons<br />
  53. 53. Get Into the Content Mindset<br />Make emails into blog posts<br />Turn forum posts into blog posts<br />Shoot videos at events<br />Interview customers for your blog<br />Repurpose company data for public reports<br />Share lessons you learn<br />Flick Photo: Cindiann<br />
  54. 54. Agenda<br />About HubSpot & Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  55. 55. Social Media Is Now a Staple<br />38<br />Flickr: anitacanita<br />Flickr: sierravalleygirl<br /><ul><li> Unmeasured
  56. 56. Small scale
  57. 57. No business impact
  58. 58. But lots of fun
  59. 59. Highly measurable
  60. 60. Massive scale
  61. 61. Major driver of leads, sales
  62. 62. Still fun</li></li></ul><li>PR, Social-Media Style<br />Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet<br />I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9<br />408 555-1234?<br />I will call you right now<br />
  63. 63. PR, Social-Media Style<br />Elapsed Time:<br />50 Minutes<br />
  64. 64. Social Media Drives Leads<br />41<br />HubSpot Social Media Leads<br />Twitter is largest category, at >40% of HubSpot’s total social media leads.<br />
  65. 65. How to Get Started<br />Listen <br />Share Your Content<br />Listen More <br />Build Relationships<br />
  66. 66. What Are They Saying About You?<br />Places to listen<br /><ul><li>Search.Twitter.com
  67. 67. google.com/blogsearch
  68. 68. Technorati.com
  69. 69. Existing blogs
  70. 70. Industry Twitterers
  71. 71. Twitter.grader.com</li></ul>43<br />
  72. 72. Participate in Q&A<br />Facebook Discussions<br />Yahoo! Answers<br />LinkedIn Q&A and Discussions<br />
  73. 73. Distribute Your Content<br />45<br />
  74. 74. Conversation & Distribution<br />46<br />Conversation<br />AND<br />Distribution<br />
  75. 75. What Gets Shared?<br />47<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  76. 76. Free trials
  77. 77. Software documentation
  78. 78. New data
  79. 79. Funny videos
  80. 80. Top-notch blog posts</li></li></ul><li>Blogging Increases Twitter Reach<br />48<br />
  81. 81. Twitter Plays a Bigger SEO Role<br />49<br />Results from Twitter<br />
  82. 82. 50<br />SEO<br />Social Media<br />Blog<br />Flickr: WanderingtheWorld<br />
  83. 83. Agenda<br />About HubSpot & Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  84. 84. Assess Search Engine Optimization<br />http://websitegrader.com/<br />
  85. 85. Measure Blog Subscriptions<br />A measure of you blog’s total reach<br />A “sticky” number<br />
  86. 86. 54<br />Track the Whole Funnel<br />Website Visitors<br />Leads<br />Customers<br />
  87. 87. How to Track Your Funnel<br />Track visitors.<br />55<br />
  88. 88. How to Track Your Funnel<br />Track leads.<br />56<br />
  89. 89. How to Track Your Funnel<br />Track customers.<br />57<br />
  90. 90. 58<br />Track the Whole Funnel for Each Channel<br />Social Media <br />Visitors<br />SEO Visitors<br />Blog Visitors<br />PPC Visitors<br />Leads<br />SEO Customers<br />Blog Customers<br />PPC Customers<br />Social Media <br />Customers<br />
  91. 91. Why Tracking Via Channels Is Critical<br />59<br />
  92. 92. 60<br />Final Thoughts …<br />
  93. 93. It’s an Ecosystem<br />61<br />SEO<br />Social Media<br />Blog<br />Flickr: WanderingtheWorld<br />
  94. 94. Build Leverage <br />62<br />
  95. 95. Who Knows How to Put All the Pieces Together?<br />63<br />d.j.k. on flickr<br />
  96. 96. HubSpot Puts the Pieces Together<br />64<br />
  97. 97. Thank You!<br />Sign up for a free trial of HubSpot:<br />www.hubspot.com/free-trial/<br />Connect with me:<br />LinkedIn: www.linkedin.com/in/rickburnes<br />Twitter: www.twitter.com/rickburnes<br />

×