2010 10-19 masters of business online - pdf

4,755 views

Published on

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

No Downloads
Views
Total views
4,755
On SlideShare
0
From Embeds
0
Number of Embeds
44
Actions
Shares
0
Downloads
101
Comments
0
Likes
2
Embeds 0
No embeds

No notes for slide

2010 10-19 masters of business online - pdf

  1. Inbound Marketing Today and Beyond: How Your Business Can Modernize its Marketing Efforts Masters of Business Online - #mbo10 October 19th, 2010 Mark Roberge HubSpot @markroberge
  2. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 2
  3. Outbound Marketing 3 @markroberge
  4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson 4 @markroberge
  5. Inbound Marketing Blog SEO Social Media 5 @markroberge
  6. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI
  7. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com 7 @markroberge
  8. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 8
  9. How Do You Get to the Top? History of SEO
  10. Inbound Marketing – One Strategy not Three Blog SEO Social Media 10 @markroberge
  11. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority 11 @markroberge
  12. Two Sides of Optimization On-Page Off-Page (Context) (Authority) 12
  13. On-Page SEO (Context) • Page Title • Clean URL • Headers • Description 13 @markroberge
  14. Off-Page SEO (Authority) • Recommendations from friends 1. “I know Mark Roberge” 2. “Mark Roberge is a marketing expert” 3. Seth Godin: Mark Roberge is a marketing expert • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from the Wall Street Journal
  15. The Long Tail The New Marketplace Popularity Head Long Tail Keywords 15 @markroberge
  16. SEO Tips from Website Grader Lessons from 2,084,563 websites 16 @markroberge
  17. Where is Search Going? PERSONALIZATION REAL-TIME BEYOND SEARCH ENGINES
  18. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 18
  19. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  20. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  21. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  22. 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
  23. Who Has Time for Blogging? Domain Knowledge Blog Success Writing Skills Time
  24. Get Into the Content Mindset • Turn emails into blog posts • Transform 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 24 @markroberge
  25. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
  26. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  27. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 27
  28. Focus Participation on Digital Influencers 28 @markroberge
  29. Distribute Your Content 29
  30. How to Participate WHAT NOT TO DO WHAT TO DO • Give your company • Educate / answer their elevator pitch question • Talk about your • Promote other good product features content • Bash your • Get your subject matter competition experts involved 3030 @markroberge
  31. Blogging Drives Social Media Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  32. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 32
  33. Blogs and Social Media are for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  34. Never let website visitors guess what to do next. 34 @markroberge
  35. How Does HubSpot Convert Visitors? 35
  36. “Contact Us” is Not Going to Work
  37. Offer – WIIFM?
  38. Offer – WIIFM? • Whitepapers / eBooks • Research / Studies • Free Tools • Trials & Samples • NOT “Contact Us” • Value must be greater than the cost…
  39. Landing Pages
  40. Limited Navigation 40 @markroberge
  41. Keep It Short 32% 53% Conversion Conversion
  42. Don’t Put Form Below the Fold
  43. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 43
  44. Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 44
  45. Measure Total Reach, Not Size of Email Database 45
  46. 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
  47. Thank You! Mark Roberge HubSpot @markroberge
  48. Start the Transformation “When you’re finished changing, you’re finished. - Ben Franklin 48 @markroberge
  49. Appendix: The HubSpot Product
  50. What is HubSpot? Lead Landing Social SEO CMS Blog Leads Analytics Expertise Nurture Pages Media On- Web Word Lead Mktg Eloqua Radian6 Drupal Google Dialog CEO Press Lander Profs Manti- Web Buzz Core Mktg Marketo Ektron Blogger VTrenz core Position Metrics Metrics Sherpa HubSpot 50 @markroberge
  51. What is HubSpot? • Founded in 2006 from research at MIT • Over 3,400 customers • 200+ employees
  52. Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader 52 @markroberge
  53. Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing 53 @markroberge
  54. Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling • Lead Nurturing 54 @markroberge
  55. Tools to Analyze: Competitor Tracking 55 @markroberge
  56. Tools to Analyze: Marketing Campaigns • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales 56 @markroberge

×