Business Blogging:Tips and Case StudiesMike VolpeTwitter: @mvolpeCharlie KingTwitter: @CharlieKingGolfIlya MirmanTwitter: @IlyaMirman

Marketing is Changing1950 - 20002000 - 2050

Outbound Marketing

Outbound Marketing is Harder800-555-1234AnnoyingSalesperson

More Bad News…

The Good News…www.HubSpot.com/ROI

Inbound Marketing

Inbound Gives Leverage

Budget vs. BrainsFlickr: Refracted MomentsFlickr: Gaetoan Lee

Advice for the road ahead

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and socializer.

Some Ideas and Case StudiesFlickr: Gaetoan Lee

Target Content to Your PersonasKadient photo by: David Meerman Scott

What Gets Shared?Rarely SharedFrequentlyShared Product info Free trials Software documentation New market data Educational content Top-notch blog posts

Product info

Free trials

Software documentation

New market data

Educational content

Top-notch blog posts

Content Makes You Interesting

Case Study: HubSpot BlogTop 3 source of leads~10% visit company website~10-20% lead conversion rate

SEO and Social Help Blog Results25-30% of visitors from SEOGoogle is 90% of our SEO traffic20-25% of visitors from social mediaStumbleuponTwitterFacebookRedditDeliciousDiggLinkedInFriendfeed

Blog Article Performance Metrics

Traffic, Leads and Sales

…By Channel or SourceVisitorsLeadsSalesSEOSocialMedia

Case Study: Reynolds Golf AcademyCharlie KingDirector of InstructionReynolds PlantationTwitter: @CharlieKingGolf

Reynolds Golf AcademyGolf school near Atlanta / Augusta led by GOLF MAGAZINE Top 100 Instructor Charlie KingGolf lessons / schools and corporate outings on a 16-acre campus w/6,550 sq-ft indoor teaching center and state-of-the-art technologyMarketing: magazine ads and direct mailGOAL:More website traffic and leadsMore cost effective marketing & business growth

What We DidBlog 4-6 articles a monthSEO optimized, keyword richVideo23 videos, include in blog articleseBook“New Rules of Golf Instruction”

Results50 times more web leadsOver 600 blog subscribersThousands of eBook downloads

50 times more web leads

Over 600 blog subscribers

Thousands of eBook downloads

Tips and TakeawaysContent is King - you can be your own media mogulGet started before your competition to get aheadMake SEO part of your blogging strategyEven non-technology businesses can benefit from a blog

Content is King - you can be your own media mogul

Get started before your competition to get ahead

Make SEO part of your blogging strategy

Even non-technology businesses can benefit from a blog

Case Study: Cilk ArtsIlya MirmanVP MarketingCilk ArtsTwitter: @IlyaMirman

Cilk Arts, Inc.Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.Our Goal: Owna multicore programming standard Cilk++ Runtime on every processorCilk++ used by all C/C++ multi-coders[Update: Cilk Arts acquired by Intel in July]

Go To Market ApproachOpen source business model“You share / we share” public licenseLow-touch, low-cost sales modelBroad awareness, trial, adoptionBig bet on Inbound MarketingNo sales peopleHired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approachBlog as primary marketing vehicleEntire team contributed (~1 post per week)Helped us engage with the developers we hoped to serve; understand what content they’re interested in

ResultsReached over 100,000 developersTraffic and awareness matched or exceeded competitorsAdoption at >250 universities worldwide>6,200 inbound links>3,000 leadsBlog posts boosted search engine rankings for key terms

Blog posts boosted search engine rankings for key terms

Get the whole team engagedDon’t obsess over # of commentsDon’t know ahead of time which topics will strike a chordLinks drove our search engine rank

Metrics: Visits, Sources, LinksInbound Links

Do…Get your whole organization engaged in contributing contentA small, dedicated team can drive some real traffic and interestIf no serious commitment, blog will failBe real, be genuineLet your personality come outBuild an editorial calendar with a broad set of interesting, valuable contentTarget the key personas you care aboutYou’ll discover which topics are worth investing more inInvite guests to contributeLeverage content in many waysBlog, e-Books, Tutorials, etc.Consumable via YouTube, SlideShare, social media sites, etc.

Don’t……be a blatant, self-centered commercial…focus on just one topic…make your blog your only social media effort; instead, spend time on other blogs, community sites, and contribute…worry about # of comments…worry about slow periods (# of visitors, subscribers, comments)

Summary

Additional ResourcesFacebook Marketing eBookhttp://www.hubspot.com/facebook-for-business-marketing-hub/Twitter Marketing eBookhttp://www.hubspot.com/twitter-marketing-hub/Social Media Marketing Kithttp://www.hubspot.com/twitter-marketing-hub/Blog: http://Blog.HubSpot.com

Q&AMike VolpeTwitter: @mvolpeCharlie KingTwitter: @CharlieKingGolfIlya MirmanTwitter: @IlyaMirmanFree Trial of HubSpot: www.HubSpot.com/free-trial

Appendix

What’s HubSpot?Marketing software for SMBsOver 1,800 customers in 2 years100+ employees, lots of MIT grads

Marketing software for SMBs

Over 1,800 customers in 2 years

100+ employees, lots of MIT grads

http://www.youtube.com/watch?v=Q3yCB7AvvAk

http://www.youtube.com/watch?v=4-lGe5MnBlY

Case Study: Website GraderFree interactive tool1.5 million URLs40,000 inbound links5,000 websites w/ badge & link4,500 Del.icio.us bookmarksGreat PR coverage (TechCrunch, RWW)50,000+ visitors from StumbleUpon100,000+ opt-in emails & leads

Case Study: HubSpot TVWeekly video podcast80-100 live viewers1-2K views / episodeTop 10 marketing podcast in iTunes70,000 views in first yearGuests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan