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2010 04-19 social fresh st louis - slide share
 

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    2010 04-19 social fresh st louis - slide share 2010 04-19 social fresh st louis - slide share Presentation Transcript

    • Rethinking Marketing: Inbound Marketing to Grow Your Business
      Social Fresh St. Louis (#sofreshSTL)
      April 19th, 2010
      Mark Roberge
      HubSpot
      @markroberge
    • Agenda
      Intro to Inbound Marketing
      SEO in 2010
      Blogging for Lead Generation
      Social Media for Lead Generation
      Converting Visitors to Leads
      Measuring Inbound Marketing Success
      2
    • Outbound Marketing
    • Outbound Marketing is Harder
      800-555-1234
      Annoying
      Salesperson
    • Inbound Marketing
    • Inbound Leads Cost 60% Less Than Outbound Leads
      Source: survey of hundreds of businesses: HubSpot.com/ROI
    • Why Inbound Is Cheaper
    • Reading List Suggestion
      Inbound Marketing:
      Get Found using Google, Social Media and Blogs
      Top 5 Web Marketing Book on Amazon
      InboundBook.com
    • Agenda
      Intro to Inbound Marketing
      SEO in 2010
      Blogging for Lead Generation
      Social Media for Lead Generation
      Converting Visitors to Leads
      Measuring Inbound Marketing Success
      9
    • How Do You Get to the Top? History of SEO
    • Inbound Marketing – One Strategy not Three
    • SEO = Context and Authority
      Ranking Algorithm:f(n): Context + Authority
    • Two Sides of Optimization
      13
      On-Page
      (Context)
      Off-Page
      (Authority)
    • On-Page SEO (Context)
      • Page Title
      • Clean URL
      • Headers
      • Description
    • Off-Page SEO (Authority)
      • Recommendations from friends
      “I know Mark Roberge”
      “Mark Roberge is a marketing expert”
      Seth Godin: Mark Roberge is a marketing expert
      • Links are online recommendations
      A link: www.HubSpot.com
      Anchor text: Internet Marketing
      Link is from the Wall Street Journal
    • The Long Tail
      The New Marketplace
      Head
      Popularity
      Long Tail
      Keywords
    • SEO Tips from Website Grader
      Lessons from 2,084,563 websites
    • Where is Search Going?
      PERSONALIZATION
      REAL-TIME
      BEYOND SEARCH ENGINES
    • Agenda
      Intro to Inbound Marketing
      SEO in 2010
      Blogging for Lead Generation
      Social Media for Lead Generation
      Converting Visitors to Leads
      Measuring Inbound Marketing Success
      19
    • More Content, Better Content = Links
      Source: Data from selected websites using www.WebsiteGrader.com
    • Create Great Content by Blogging
      Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
    • Blogging Attracts More Links
      Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
    • Blogging Attracts More Visitors
      Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
    • Blogging Versus Blogging with a Purpose
      Use keyword tool to drive blog topic selection
      Configure blog with On-Page SEO in mind
      Include target long tail keywords in blog article titles
      Think of blog articles as link bait
      Think of blog articles as an army of sales people working for you forever
    • Who Has Time for Blogging?
      Domain
      Knowledge
      Blog
      Success
      Writing Skills
      Time
    • 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
    • How Often Should You Blog?
      27
    • Most Business Blogs Post Weekly
      Source: survey of hundreds of businesses: HubSpot.com/ROI
    • More Blogging Increases Results
      Source: survey of hundreds of businesses: HubSpot.com/ROI
    • Agenda
      Intro to Inbound Marketing
      SEO in 2010
      Blogging for Lead Generation
      Social Media for Lead Generation
      Converting Visitors to Leads
      Measuring Inbound Marketing Success
      30
    • Focus Participation on Digital Influencers
      31
    • Distribute Your Content
      32
    • How to Participate
      WHAT NOTTO DO
      • Give your company elevator pitch
      • Talk about your product features
      • Bash your competition
      WHAT TO DO
      • Educate / answer their question
      • Promote other good content
      • Get your subject matter experts involved
      33
    • Blogging Drives Social Success
      Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
    • Agenda
      Intro to Inbound Marketing
      SEO in 2010
      Blogging for Lead Generation
      Social Media for Lead Generation
      Converting Visitors to Leads
      Measuring Inbound Marketing Success
      35
    • Blogs and Social Media is for Leads and Sales
      Source: survey of hundreds of businesses: HubSpot.com/ROI
    • Never let website visitors guess what to do next.
    • How Does HubSpot Convert Visitors?
      38
    • Offer – WIIFM?
    • Offer – WIIFM?
    • Offer – WIIFM?
      Whitepapers / eBooks
      Research / Studies
      Free Tools
      Trials & Samples
      NOT “Contact Us”
      Value must be greater than the cost…
    • Landing Pages
    • Limited Navigation
    • Keep It Short
      53% Conversion
      32% Conversion
    • Don’t Put Form Below the Fold
    • Agenda
      Intro to Inbound Marketing
      SEO in 2010
      Blogging for Lead Generation
      Social Media for Lead Generation
      Converting Visitors to Leads
      Measuring Inbound Marketing Success
      46
    • 47
      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
    • Measure Total Reach, Not Size of Email Database
      48
    • Final Thoughts …
      49
    • What is HubSpot?
      On-Dialog
      Word
      Press
      Drupal
      Web CEO
      Eloqua
      Mktg
      Profs
      Radian6
      Google
      Lead Lander
      Marketo
      Manti-core
      Web Position
      Blogger
      Buzz Metrics
      Ektron
      VTrenz
      Core Metrics
      Mktg Sherpa
      HubSpot
    • What is HubSpot?
      • Founded in 2006 from research at MIT
      • Over 2,500 customers
      • 120+ employees
    • Additional Resources
      Grade your website at www.WebsiteGrader.com
      Read the Inbound Marketing Book www.InboundBook.com
      Take the free Inbound Marketing training www.InboundMarketing.com
      Start your free trial of HubSpot software www.HubSpot.com/free-trial
    • Thank You!#sofreshSTL
      Mark Roberge
      HubSpot
      @markroberge
    • More on HubSpot Product
    • Tools to Get Found: SEO
      • Keyword Grader
      • Link Grader
      • Page Grader
    • Tools to Get Found: Blog & Social Media
      • Business Blog Software
      • Blog Analytics
      • Social Media Monitoring
      • Social Media Publishing
    • Tools to Convert: Leads
      • Landing Pages
      • Lead Intelligence
      • Lead Alerts
      • Visitor Profiling
      • Lead Nurturing
    • Tools to Analyze: Competitor Tracking
    • Tools to Analyze: Marketing Campaigns
      • Assess the effectiveness of your marketing on a campaign-by-campaign level
      • Optimize resource allocation to maximize sales