0
Inbound Marketing:
SEO + Blogs + Social Media

                 Mike Volpe
             VP Inbound Marketing
             ...
Outbound Marketing
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
Budget vs. Brains




Flickr:
Flickr: Refracted Moments             Flickr:
                                      Flickr: ...
What Determines Success?

                              • Inbound Links
                    Blog / 
                    Bl...
Exponential Effects




Blog
   g
Exponential Effects




       SEO
       • More Traffic
Blog
   g   • More Links
         More Links
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even M...
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even M...
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Where to Publish?
When to Blog

• Start before you ha e a prod ct
                o have product
• Start before you have a website
• Start b...
Biggest Blogging Mistake
Using a “free” URL from Blogspot or Typepad

• HubSpot.blogspot.com – NO!
• HubSpot.typepad.com –...
Blog Article Titles

• F nn “GoDadd 's 16 Step Checko t
  Funny: “GoDaddy's 16-Step Checkout:
  Brainless Marketing At Its...
Blog Frequency

• Stead readership?
  Steady
 •   At least weekly, more is better.


• SEO focused?
 •   Frequency is less...
Blog Topic Ideas
•   List of 5 ideas, trends or thoughts
•   P blish a list of links
    Publish
•   Take a recent experie...
Case Study: Publish What You Have
• SolidWorks: 100+ Videos on Website
• P blished on Yo T be No Promotion
  Published    ...
Case Study: HubSpot Blog
• 2.5 years and ~400 articles

• Google is #1 traffic source
  • Over 100% growth in past 12 mont...
Blog Subscribers & Visitors
Blog Article Performance
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even M...
25% of SEO = On Page (Visible)
• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
25% of SEO = On Page (Invisible)
• Description



• Keywords


• Alt text on images
75% of SEO = Off Page
• Recommendations from friends
 1.
 1 “I know Mike Volpe”
 2. “Mike Volpe is a marketing expert”
 3 ...
SEO Benefits of Blogging/Publishing
• Blogs/content are a magnet for links
• Links power most of SEO
        po er
       ...
Case Study: Website Grader

• Blog / Content
  • 500,000 reports generated
• SEO
  • Page 1 for “SEO Score”, “website SEO”...
Website Grader SEO Tool
On Page SEO Analysis
Article SEO Performance Analysis
Inbound Link Analysis
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even M...
“I’m 48. I don t understand
         I m 48 don’t
          this Social Media stuff.”

• Similar to a
  business cocktail
...
Business Cocktail Party Advice

• Meet people and start con ersations
                        conversations

• Answer ques...
Social Media = Cocktail Party

• Become a real member of the community

• Add value to the community
  • Ask and answer qu...
Promote Your Content
Promote Your Content
Promote Flattering Content
Case Study: Twitter Grader
• Promoted only on Twitter for free
• O er 600 000 profiles graded to date
  Over 600,000
• 50%...
RSS Monitoring
Monitor Publishing
Monitor Sharing
Monitor Discussions
HubFeed Automatic Monitoring
What Determines Success?

                              • Inbound Links
                    Blog / 
                    Bl...
Case Study: Oughta Know Inbound Mktg
• Video
  • 40 000 views first week
    40,000
  • 10,000 views first day
• S i l M d...
Case Study: Will It Blend?

• Blog / Content
  • 74 videos
  • 2m YouTube channel views
• SEO
  • Page 1 for “blend”
     ...
Conclusion: A Day of Inbound Marketing
8:00 - 8:30 am: Check blogs, Facebook and Twitter
• Leave some comments
• Add some ...
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
...
HubSpot
Inbound Marketing System
Inbound Marketing System

                Content
    SEO       Management       Blogs

          Landing         Social
 ...
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D      ...
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
    ...
Getting Found: SEO for Your Whole Site

                              Page Grader
                   •   Analyze each page...
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural ...
Track Your Competitors
Lead Intelligence

         •   Track the full path of all of your
             leads through your web site
         •   A...
Making Better Marketing Decisions
                              Analytics
                 •   Integrated reports in HubSp...
Actionable Marketing Insights
                            HubFeed
               •   HubFeed “watches” your Internet
     ...
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are exper...
HubSpot Training Materials and Resources
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
...
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How to Combine SEO, Blogging, and Social Media For Results HubSpot

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Finished with the basics of Search Engine Optimization? Ready to take it to the next level? Did you know your SEO strategy should use social media to build link authority? And that your social media strategy should leverage your blog content? And that your blog strategy should be guided by your SEO results? Learn how you can use blogging, social media and SEO together for even better results than any technique alone.

Published in: Technology, Business
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  • SEO right with latest google update penguin is very different from old school method. the new google penguin is more on social interaction from social media sites which you need to boost your popularity via social media website.

    Combining both SEO and Social Media might be hard to do but I suggest you try this > http://seosocialmedia.com.my/
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  • Thanks for sharing this great Post dude
    Social Media Marketing Bangalore
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  • Very keen presentation. Thanks Mike!
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Transcript of "How to Combine SEO, Blogging, and Social Media For Results HubSpot"

  1. 1. Inbound Marketing: SEO + Blogs + Social Media Mike Volpe VP Inbound Marketing HubSpot Twitter: @mvolpe
  2. 2. Outbound Marketing
  3. 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  4. 4. Inbound Marketing Blog g SEO Social Media
  5. 5. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  6. 6. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  7. 7. What Determines Success? • Inbound Links Blog /  Blog / • Fans (Subscribers) Content Social  SEO Media • Content • Fans (Friends) • Inbound Links •CContent
  8. 8. Exponential Effects Blog g
  9. 9. Exponential Effects SEO • More Traffic Blog g • More Links More Links
  10. 10. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  11. 11. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  12. 12. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  13. 13. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  14. 14. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  15. 15. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  16. 16. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  17. 17. Where to Publish?
  18. 18. When to Blog • Start before you ha e a prod ct o have product • Start before you have a website • Start before you have anything • All you need: a rough market and some ideas • A blog can launch a company
  19. 19. Biggest Blogging Mistake Using a “free” URL from Blogspot or Typepad • HubSpot.blogspot.com – NO! • HubSpot.typepad.com – NO! • Blog.HubSpot.com – Yes • HubSpot com/Blog – Yes HubSpot.com/Blog • SmallBusinessHub.com – Yes
  20. 20. Blog Article Titles • F nn “GoDadd 's 16 Step Checko t Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?” • Enticing: “12 Quick Tips To Search Google Like An Expert” 6th Most Popular • SEO: “Free Advertising on Google” HubSpot Blog Article l
  21. 21. Blog Frequency • Stead readership? Steady • At least weekly, more is better. • SEO focused? • Frequency is less important.
  22. 22. Blog Topic Ideas • List of 5 ideas, trends or thoughts • P blish a list of links Publish • Take a recent experience and share it • Answer questions you received recently • Comment on other blog articles • Turn a press release into a blog article • Check your email outbox
  23. 23. Case Study: Publish What You Have • SolidWorks: 100+ Videos on Website • P blished on Yo T be No Promotion Published YouTube, • 10,000+ Views / Month
  24. 24. Case Study: HubSpot Blog • 2.5 years and ~400 articles • Google is #1 traffic source • Over 100% growth in past 12 months • Traffic on ~400 different words… Yesterday! • First page ranking for ~400 keywords
  25. 25. Blog Subscribers & Visitors
  26. 26. Blog Article Performance
  27. 27. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  28. 28. 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  29. 29. 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
  30. 30. 75% of SEO = Off Page • Recommendations from friends 1. 1 “I know Mike Volpe” 2. “Mike Volpe is a marketing expert” 3 You trust the person saying this 3. • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  31. 31. SEO Benefits of Blogging/Publishing • Blogs/content are a magnet for links • Links power most of SEO po er What would you link to? 27,000 links 18,000 links
  32. 32. Case Study: Website Grader • Blog / Content • 500,000 reports generated • SEO • Page 1 for “SEO Score”, “website SEO”, etc. • 40,000+ inbound links • 3,000 websites with badge/link • Social Media • 4,500 Del.icio.us bookmarks • 25,000+ visitors from StumbleUpon
  33. 33. Website Grader SEO Tool
  34. 34. On Page SEO Analysis
  35. 35. Article SEO Performance Analysis
  36. 36. Inbound Link Analysis
  37. 37. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  38. 38. “I’m 48. I don t understand I m 48 don’t this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space
  39. 39. Business Cocktail Party Advice • Meet people and start con ersations conversations • Answer questions – help others • Ask questions – trust others’ advice
  40. 40. Social Media = Cocktail Party • Become a real member of the community • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  41. 41. Promote Your Content
  42. 42. Promote Your Content
  43. 43. Promote Flattering Content
  44. 44. Case Study: Twitter Grader • Promoted only on Twitter for free • O er 600 000 profiles graded to date Over 600,000 • 50% of traffic from Twitter
  45. 45. RSS Monitoring
  46. 46. Monitor Publishing
  47. 47. Monitor Sharing
  48. 48. Monitor Discussions
  49. 49. HubFeed Automatic Monitoring
  50. 50. What Determines Success? • Inbound Links Blog /  Blog / • Fans (Subscribers) Content Social  SEO Media • Content • Fans (Friends) • Inbound Links •CContent
  51. 51. Case Study: Oughta Know Inbound Mktg • Video • 40 000 views first week 40,000 • 10,000 views first day • S i l M di Social Media • #1 source = StumbleUpon • #2 source = Twitter • #3 source = Facebook • SEO • Page 1 for “inbound marketing” g g • 50+ inbound links to blog article
  52. 52. Case Study: Will It Blend? • Blog / Content • 74 videos • 2m YouTube channel views • SEO • Page 1 for “blend” blend • 55,000 inbound links • Social Media • 83,000 channel subscribers • Over 500 Facebook groups • 5 Digg front page stories
  53. 53. Conclusion: A Day of Inbound Marketing 8:00 - 8:30 am: Check blogs, Facebook and Twitter • Leave some comments • Add some new friends 8:30 - 9:30 am: Publish new blog article • Post link on Twitter and Facebook 3:00 - 3:30 pm: Someone says nice stuff about you • Vote for it on StumbleUpon, Digg, etc. • Post link on Facebook and Twitter • Email friends/employees to promote it 3:30 – 4:00 pm: Review SEO results • Make a couple tweaks to on-page SEO
  54. 54. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe
  55. 55. HubSpot Inbound Marketing System
  56. 56. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  57. 57. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each y g keyword(phrase) and how to make further improvements
  58. 58. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  59. 59. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  60. 60. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  61. 61. Track Your Competitors
  62. 62. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, g information submitted via web forms created) • Increase close rate through i improved l d quality d lead lit
  63. 63. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  64. 64. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your d t b d data
  65. 65. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  66. 66. HubSpot Training Materials and Resources
  67. 67. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe
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