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Rethinking Marketing: Inbound Marketing to Grow Your Business<br />Social Fresh St. Louis (#sofreshSTL)<br />April 19th, 2...
Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Gener...
Outbound Marketing<br />
Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
Inbound Marketing<br />
Inbound Leads Cost 60% Less Than Outbound Leads<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Why Inbound Is Cheaper<br />
Reading List Suggestion<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketi...
Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Gener...
How Do You Get to the Top?  History of SEO<br />
Inbound Marketing – One Strategy not Three<br />
SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
Two Sides of Optimization<br />13<br />On-Page<br />(Context)<br />Off-Page<br />(Authority)<br />
On-Page SEO (Context)<br /><ul><li> Page Title
 Clean URL
Headers
 Description</li></li></ul><li>Off-Page SEO (Authority)<br /><ul><li> Recommendations from friends</li></ul>“I know Mark R...
The Long Tail<br />The New Marketplace<br />Head<br />Popularity<br />Long Tail<br />Keywords<br />
SEO Tips from Website Grader<br />Lessons from 2,084,563 websites<br />
Where is Search Going?<br />PERSONALIZATION<br />REAL-TIME<br />BEYOND SEARCH ENGINES<br />
Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Gener...
More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
Blogging Versus Blogging with a Purpose<br />Use keyword tool to drive blog topic selection<br />Configure blog with On-Pa...
Who Has Time for Blogging?<br />Domain<br />Knowledge<br />Blog<br />Success<br />Writing Skills<br />Time<br />
Get Into the Content Mindset<br />Make emails into blog posts<br />Turn forum posts into blog posts<br />Shoot videos at e...
How Often Should You Blog?<br />27<br />
Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Gener...
Focus Participation on Digital Influencers<br />31<br />
Distribute Your Content<br />32<br />
How to Participate<br />WHAT NOTTO DO<br /><ul><li>Give your company elevator pitch
Talk about your product features
Bash your competition</li></ul>WHAT TO DO<br /><ul><li>Educate / answer their question
Promote other good content
Get your subject matter experts involved</li></ul>33<br />
Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Gener...
Blogs and Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Never let website visitors guess what to do next.<br />
How Does HubSpot Convert Visitors?<br />38<br />
Offer – WIIFM?<br />
Offer – WIIFM?<br />
Offer – WIIFM?<br />Whitepapers / eBooks<br />Research / Studies<br />Free Tools<br />Trials & Samples<br />NOT “Contact U...
Landing Pages<br />
Limited Navigation<br />
Keep It Short<br />53% Conversion<br />32% Conversion<br />
Don’t Put Form Below the Fold<br />
Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Gener...
47<br />Track the Whole Funnel for Each Channel<br />Social Media <br />Visitors<br />SEO Visitors<br />Blog Visitors<br /...
Measure Total Reach, Not Size of Email Database<br />48<br />
Final Thoughts …<br />49<br />
What is HubSpot?<br />On-Dialog<br />Word<br />Press<br />Drupal<br />Web CEO<br />Eloqua<br />Mktg<br />Profs<br />Radian...
What is HubSpot?<br /><ul><li>Founded in 2006 from research at MIT
Over 2,500 customers
120+ employees</li></li></ul><li>Additional Resources<br />Grade your website at www.WebsiteGrader.com<br />Read the Inbou...
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2010 04-19 social fresh st louis - slide share

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  1. 1. Rethinking Marketing: Inbound Marketing to Grow Your Business<br />Social Fresh St. Louis (#sofreshSTL)<br />April 19th, 2010<br />Mark Roberge<br />HubSpot<br />@markroberge<br />
  2. 2. Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />2<br />
  3. 3. Outbound Marketing<br />
  4. 4. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
  5. 5. Inbound Marketing<br />
  6. 6. Inbound Leads Cost 60% Less Than Outbound Leads<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  7. 7. Why Inbound Is Cheaper<br />
  8. 8. Reading List Suggestion<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
  9. 9. Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />9<br />
  10. 10. How Do You Get to the Top? History of SEO<br />
  11. 11. Inbound Marketing – One Strategy not Three<br />
  12. 12. SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
  13. 13. Two Sides of Optimization<br />13<br />On-Page<br />(Context)<br />Off-Page<br />(Authority)<br />
  14. 14. On-Page SEO (Context)<br /><ul><li> Page Title
  15. 15. Clean URL
  16. 16. Headers
  17. 17. Description</li></li></ul><li>Off-Page SEO (Authority)<br /><ul><li> Recommendations from friends</li></ul>“I know Mark Roberge”<br />“Mark Roberge is a marketing expert”<br />Seth Godin: Mark Roberge is a marketing expert<br /><ul><li> Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from the Wall Street Journal<br />
  18. 18. The Long Tail<br />The New Marketplace<br />Head<br />Popularity<br />Long Tail<br />Keywords<br />
  19. 19. SEO Tips from Website Grader<br />Lessons from 2,084,563 websites<br />
  20. 20. Where is Search Going?<br />PERSONALIZATION<br />REAL-TIME<br />BEYOND SEARCH ENGINES<br />
  21. 21. Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />19<br />
  22. 22. More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
  23. 23. Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  24. 24. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  25. 25. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  26. 26. Blogging Versus Blogging with a Purpose<br />Use keyword tool to drive blog topic selection<br />Configure blog with On-Page SEO in mind<br />Include target long tail keywords in blog article titles<br />Think of blog articles as link bait<br />Think of blog articles as an army of sales people working for you forever<br />
  27. 27. Who Has Time for Blogging?<br />Domain<br />Knowledge<br />Blog<br />Success<br />Writing Skills<br />Time<br />
  28. 28. 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 />
  29. 29. How Often Should You Blog?<br />27<br />
  30. 30. Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  31. 31. More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  32. 32. Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />30<br />
  33. 33. Focus Participation on Digital Influencers<br />31<br />
  34. 34. Distribute Your Content<br />32<br />
  35. 35. How to Participate<br />WHAT NOTTO DO<br /><ul><li>Give your company elevator pitch
  36. 36. Talk about your product features
  37. 37. Bash your competition</li></ul>WHAT TO DO<br /><ul><li>Educate / answer their question
  38. 38. Promote other good content
  39. 39. Get your subject matter experts involved</li></ul>33<br />
  40. 40. Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  41. 41. Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />35<br />
  42. 42. Blogs and Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  43. 43. Never let website visitors guess what to do next.<br />
  44. 44. How Does HubSpot Convert Visitors?<br />38<br />
  45. 45. Offer – WIIFM?<br />
  46. 46. Offer – WIIFM?<br />
  47. 47. Offer – WIIFM?<br />Whitepapers / eBooks<br />Research / Studies<br />Free Tools<br />Trials & Samples<br />NOT “Contact Us”<br />Value must be greater than the cost…<br />
  48. 48. Landing Pages<br />
  49. 49. Limited Navigation<br />
  50. 50. Keep It Short<br />53% Conversion<br />32% Conversion<br />
  51. 51. Don’t Put Form Below the Fold<br />
  52. 52. Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />46<br />
  53. 53. 47<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 />
  54. 54. Measure Total Reach, Not Size of Email Database<br />48<br />
  55. 55. Final Thoughts …<br />49<br />
  56. 56. What is HubSpot?<br />On-Dialog<br />Word<br />Press<br />Drupal<br />Web CEO<br />Eloqua<br />Mktg<br />Profs<br />Radian6<br />Google<br />Lead Lander<br />Marketo<br />Manti-core<br />Web Position<br />Blogger<br />Buzz Metrics<br />Ektron<br />VTrenz<br />Core Metrics<br />Mktg Sherpa<br />HubSpot<br />
  57. 57. What is HubSpot?<br /><ul><li>Founded in 2006 from research at MIT
  58. 58. Over 2,500 customers
  59. 59. 120+ employees</li></li></ul><li>Additional Resources<br />Grade your website at www.WebsiteGrader.com<br />Read the Inbound Marketing Book www.InboundBook.com<br />Take the free Inbound Marketing training www.InboundMarketing.com<br />Start your free trial of HubSpot software www.HubSpot.com/free-trial<br />
  60. 60. Thank You!#sofreshSTL<br />Mark Roberge<br />HubSpot<br />@markroberge<br />
  61. 61. More on HubSpot Product<br />
  62. 62. Tools to Get Found: SEO<br /><ul><li>Keyword Grader
  63. 63. Link Grader
  64. 64. Page Grader</li></li></ul><li>Tools to Get Found: Blog & Social Media<br /><ul><li>Business Blog Software
  65. 65. Blog Analytics
  66. 66. Social Media Monitoring
  67. 67. Social Media Publishing</li></li></ul><li>Tools to Convert: Leads<br /><ul><li>Landing Pages
  68. 68. Lead Intelligence
  69. 69. Lead Alerts
  70. 70. Visitor Profiling
  71. 71. Lead Nurturing</li></li></ul><li>Tools to Analyze: Competitor Tracking<br />
  72. 72. Tools to Analyze: Marketing Campaigns<br /><ul><li>Assess the effectiveness of your marketing on a campaign-by-campaign level
  73. 73. Optimize resource allocation to maximize sales</li>
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