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Inbound Marketing:Helping Customers to Find You<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
Marketing is Changing<br />@mvolpe<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />@mvolpe<br />
Outbound Marketing is Harder<br />@mvolpe<br />800-555-1234<br />Annoying<br />Salesperson<br />
What’s Next in Marketing?<br />@mvolpe<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />To...
@mvolpe<br />“If you have more money than brains, use outbound marketing.<br />If you have more brains than money, use inb...
Budget vs. Brains<br />@mvolpe<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
Publish Everything<br />@mvolpe<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Re...
Blogging Attracts More Visitors<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
@mvolpe<br />46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of ...
Inbound Marketing Workshop<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
SEO Tips from Website Grader<br />@mvolpe<br />Lessons from 2,115,631 websites<br />
SEO = Context and Authority<br />@mvolpe<br />Ranking Algorithm:f(n): Context + Authority<br />
On-Page SEO (Context)<br />@mvolpe<br /><ul><li> Page Title
 Clean URL
 Headers & Content
 Description</li></li></ul><li>Authority is Determined by Links<br />@mvolpe<br />
Blogging Attracts More Links<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
Where is Search Going?<br />@mvolpe<br />
Where is Search Going?<br />
Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
It’s NOT About You… Ever<br />@mvolpe<br />HubSpot.com/cartoons<br />
@mvolpe<br />Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
Content Makes You Interesting<br />@mvolpe<br />
@mvolpe<br />Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
@mvolpe<br />Never let website visitors guess what to do next.<br />
No Call to Action<br />@mvolpe<br />
Good Homepage Call to Action<br />@mvolpe<br />
Offer – WIIFM?<br />@mvolpe<br />
Offer – WIIFM?<br />@mvolpe<br />
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Customer 2.0 - Inbound Marketing with InsideView and Customer Think

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    1. 1. Inbound Marketing:Helping Customers to Find You<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
    2. 2. Marketing is Changing<br />@mvolpe<br />1950 - 2000<br />2000 - 2050<br />
    3. 3. Outbound Marketing<br />@mvolpe<br />
    4. 4. Outbound Marketing is Harder<br />@mvolpe<br />800-555-1234<br />Annoying<br />Salesperson<br />
    5. 5. What’s Next in Marketing?<br />@mvolpe<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing<br />Book on Amazon<br />InboundBook.com<br />
    6. 6. @mvolpe<br />“If you have more money than brains, use outbound marketing.<br />If you have more brains than money, use inbound marketing”<br />-- Guy Kawasaki<br />
    7. 7. Budget vs. Brains<br />@mvolpe<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
    8. 8. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    9. 9. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    10. 10. Publish Everything<br />@mvolpe<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    11. 11. Blogging Attracts More Visitors<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    12. 12. @mvolpe<br />46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    13. 13. Inbound Marketing Workshop<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    14. 14. SEO Tips from Website Grader<br />@mvolpe<br />Lessons from 2,115,631 websites<br />
    15. 15. SEO = Context and Authority<br />@mvolpe<br />Ranking Algorithm:f(n): Context + Authority<br />
    16. 16. On-Page SEO (Context)<br />@mvolpe<br /><ul><li> Page Title
    17. 17. Clean URL
    18. 18. Headers & Content
    19. 19. Description</li></li></ul><li>Authority is Determined by Links<br />@mvolpe<br />
    20. 20. Blogging Attracts More Links<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    21. 21. Where is Search Going?<br />@mvolpe<br />
    22. 22. Where is Search Going?<br />
    23. 23. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    24. 24. It’s NOT About You… Ever<br />@mvolpe<br />HubSpot.com/cartoons<br />
    25. 25. @mvolpe<br />Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
    26. 26. Content Makes You Interesting<br />@mvolpe<br />
    27. 27. @mvolpe<br />Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    28. 28. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    29. 29. @mvolpe<br />Never let website visitors guess what to do next.<br />
    30. 30. No Call to Action<br />@mvolpe<br />
    31. 31. Good Homepage Call to Action<br />@mvolpe<br />
    32. 32. Offer – WIIFM?<br />@mvolpe<br />
    33. 33. Offer – WIIFM?<br />@mvolpe<br />
    34. 34. Inbound Marketing Summary<br />@mvolpe<br />Convert<br />
    35. 35. Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />@mvolpe<br />
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