The document discusses inbound marketing strategies and how businesses can modernize their marketing efforts. It covers topics like search engine optimization (SEO), blogging for lead generation, using social media for leads, and converting website visitors into leads. The presentation recommends focusing marketing activities around content like blogging, optimizing websites for SEO, and participating in social media to attract and engage potential customers. It emphasizes measuring marketing results using metrics like leads, customers, and total website reach across different channels to evaluate success.
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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
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
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
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
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
38. Offer – WIIFM?
• Whitepapers / eBooks
• Research / Studies
• Free Tools
• Trials & Samples
• NOT “Contact Us”
• Value must be greater than the cost…
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
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
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
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