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  • 1. Rethinking Marketing: Inbound Marketing to Grow Your Business
    Social Fresh St. Louis (#sofreshSTL)
    April 19th, 2010
    Mark Roberge
    HubSpot
    @markroberge
  • 2. 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
  • 3. Outbound Marketing
  • 4. Outbound Marketing is Harder
    800-555-1234
    Annoying
    Salesperson
  • 5. Inbound Marketing
  • 6. Inbound Leads Cost 60% Less Than Outbound Leads
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 7. Why Inbound Is Cheaper
  • 8. Reading List Suggestion
    Inbound Marketing:
    Get Found using Google, Social Media and Blogs
    Top 5 Web Marketing Book on Amazon
    InboundBook.com
  • 9. 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
  • 10. How Do You Get to the Top? History of SEO
  • 11. Inbound Marketing – One Strategy not Three
  • 12. SEO = Context and Authority
    Ranking Algorithm:f(n): Context + Authority
  • 13. Two Sides of Optimization
    13
    On-Page
    (Context)
    Off-Page
    (Authority)
  • 14. On-Page SEO (Context)
  • 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
  • 18. The Long Tail
    The New Marketplace
    Head
    Popularity
    Long Tail
    Keywords
  • 19. SEO Tips from Website Grader
    Lessons from 2,084,563 websites
  • 20. Where is Search Going?
    PERSONALIZATION
    REAL-TIME
    BEYOND SEARCH ENGINES
  • 21. 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
  • 22. More Content, Better Content = Links
    Source: Data from selected websites using www.WebsiteGrader.com
  • 23. Create Great Content by Blogging
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 24. Blogging Attracts More Links
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 25. Blogging Attracts More Visitors
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 26. 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
  • 27. Who Has Time for Blogging?
    Domain
    Knowledge
    Blog
    Success
    Writing Skills
    Time
  • 28. 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
  • 29. How Often Should You Blog?
    27
  • 30. Most Business Blogs Post Weekly
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 31. More Blogging Increases Results
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 32. 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
  • 33. Focus Participation on Digital Influencers
    31
  • 34. Distribute Your Content
    32
  • 35. How to Participate
    WHAT NOTTO DO
    • Give your company elevator pitch
    • 36. Talk about your product features
    • 37. Bash your competition
    WHAT TO DO
    • Educate / answer their question
    • 38. Promote other good content
    • 39. Get your subject matter experts involved
    33
  • 40. Blogging Drives Social Success
    Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 41. 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
  • 42. Blogs and Social Media is for Leads and Sales
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 43. Never let website visitors guess what to do next.
  • 44. How Does HubSpot Convert Visitors?
    38
  • 45. Offer – WIIFM?
  • 46. Offer – WIIFM?
  • 47. Offer – WIIFM?
    Whitepapers / eBooks
    Research / Studies
    Free Tools
    Trials & Samples
    NOT “Contact Us”
    Value must be greater than the cost…
  • 48. Landing Pages
  • 49. Limited Navigation
  • 50. Keep It Short
    53% Conversion
    32% Conversion
  • 51. Don’t Put Form Below the Fold
  • 52. 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
  • 53. 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
  • 54. Measure Total Reach, Not Size of Email Database
    48
  • 55. Final Thoughts …
    49
  • 56. 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
  • 57. What is HubSpot?
    • Founded in 2006 from research at MIT
    • 58. Over 2,500 customers
    • 59. 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
  • 60. Thank You!#sofreshSTL
    Mark Roberge
    HubSpot
    @markroberge
  • 61. More on HubSpot Product
  • 62. Tools to Get Found: SEO
  • Tools to Get Found: Blog & Social Media
    • Business Blog Software
    • 65. Blog Analytics
    • 66. Social Media Monitoring
    • 67. Social Media Publishing
  • Tools to Convert: Leads
  • Tools to Analyze: Competitor Tracking
  • 72. Tools to Analyze: Marketing Campaigns
    • Assess the effectiveness of your marketing on a campaign-by-campaign level
    • 73. Optimize resource allocation to maximize sales