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How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
How to Promote an Event with Inbound Marketing
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How to Promote an Event with Inbound Marketing

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How to Promote an Event with Social Media and Inbound Marketing. …

How to Promote an Event with Social Media and Inbound Marketing.

Presented at #smseminar - join the live webinar at https://www1.gotomeeting.com/register/333540968

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  1. Download these slides: SlideShare.net/HubSpot How to Promote an Event with Inbound Marketing Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille
  2. Outbound Marketing
  3. Outbound Marketing is Broken 800-555-1234 Annoying p Salesperson
  4. The Bad News Flickr: pjbeardsley
  5. The Good News
  6. Inbound Marketing Blog g SEO Social Media
  7. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  8. Inbound Marketing Process Process Tools • Publish • Content Mgmt • Optimize Get Found • Blogging • Promote • Social Media • SEO • Target • Offers / CTAs • Capture Convert • Landing Pages • Nurture • Emails • Lead Intel • Test • Analytics • Analyze ay e Measure • Repeat
  9. 7 Steps to Promoting an P ti Event with Inbound Marketing Flickr: flattop341 p
  10. 1. Create a Hub for the Event Central location for event information Optimize for search
  11. Organic Search is Better Free Pay Per Click – 25% of Clicks More traffic Smarter people Organic Results 75% of Clicks Longer lasting Source: Marketing Sherpa and Enquiro Research
  12. Pick Your Keyword Battles 1. Search volume 2. 2 Relevance to your business 3. Competition • “event” • “community development event” • “community development event Bastrop TX” TX Flickr: saeba
  13. How Does Google Decide? On-Page Off-Page 25% 75%
  14. On-Page SEO Page Title URL H1, H2, H3 tags Page Text • Bold Meta Tags & Description
  15. Off-Page SEO Recommendations from friends 1. know H bS t” 1 “I k HubSpot” 2. “HubSpot is a marketing expert” 3. You t t th 3 Y trust the person saying this i thi Links are online recommendations 1. Link: www.HubSpot.com p 2. Link with anchor text: Internet Marketing 3. Link from a trusted website
  16. Microsites a Macro Mistake? Separate Brand vs. SEO Starting Line Flickr: zhurnaly
  17. 2. Leverage Your Network • Email Newsletter • Facebook Page Update • Facebook Group Message • LinkedIn Group Message/Discussion • Post on Blog / Website
  18. 3. Leverage Speakers & Sponsors Make it easy to promote the event
  19. 3. Leverage Speakers & Sponsors Make it easy - badges
  20. 3. Leverage Speakers & Sponsors Make it easy – email copy & landing pages Dear sponsor, Feel free to copy and paste the below copy for an email campaign or blog post.
  21. 3. Leverage Speakers & Sponsors Make it easy – giveaways & discounts
  22. 4. Reach Out to Relevant Communities Facebook Groups and Pages
  23. 4. Reach Out to Relevant Communities LinkedIn Groups
  24. 4. Reach Out to Relevant Communities Industry-Specific Communities Local Event Listings
  25. 4. Reach Out to Relevant Communities 1. Ask for suggestions about speakers &t i topics
  26. 4. Reach Out to Relevant Communities 1. Ask for suggestions about speakers &t i topics 2. Share content from the event
  27. 4. Reach Out to Relevant Communities 1. Ask for suggestions about speakers &t i topics 2. Share content from the event 3. Offer special discount
  28. 5. Create a Community Create a Facebook Group and/or Event E t
  29. 5. Create a Community Create a Twitter Hashtag
  30. 5. Create a Community Start the Conversation on Blog Posts
  31. 6. Publish Content Blog Podcast Videos Photos Presentations P t ti eBooks News Releases
  32. Content Drives Visitors Search engines like fresh content People like fresh content More content means M t t more tickets in SEO lottery
  33. Encourage Others to Create Content Tell them!
  34. Encourage Others to Create Content Make it easy!
  35. Encourage Others to Create Content Display their content!
  36. Encourage Others to Create Content Invite content creators (media bloggers) ( di = bl ) • Find bloggers: • Technorati • Google Blog Search g g • Approach bloggers • Read comment, develop a relationship Read, comment
  37. Encourage Others to Create Content Provide a place! • Designated “Media Room” for bloggers, media, interviews • Wireless Internet for real-time publishing
  38. 7. Optimize & Promote Content Hashtag
  39. 7. Optimize & Promote Content Monitor what’s published • Google Alerts • Twitter Search • Flickr Search
  40. 7. Optimize & Promote Content RSS simplifies monitoring
  41. 7. Optimize & Promote Content Aggregate
  42. 7. Optimize & Promote Content Promote your content
  43. 7. Optimize & Promote Content Promote your content
  44. 7. Optimize & Promote Content Promote flattering content
  45. 8. Bonus! Test, Analyze, Repeat lather rinse repeat Flickr:jacek_nl j
  46. What to Measure Registrants / Attendees Reach Content Keyword Rank Inbound Links Reviews
  47. What to Measure Registrants / Attendees • By Source – use tracking tokens! www.mywebsite.com/?source=email_partner1
  48. What to Measure Registrants / Attendees • By Source – use tracking tokens! discount code PartnerCode1 14 12 10 8 Traffic 6 Subscribers 4 Registrants 2 0 Partner 1 Partner 2 Speaker 1 Speaker 2
  49. What to Measure Registrants / Attendees Blog Email Twitter Reach 60 • Blog Subscribers og Subsc be s 50 • Email Subscribers 40 30 • Twitter Followers 20 • Facebook Fans 10 • etc. 0 Q1 Q2 Q3 Q4
  50. What to Measure Registrants / Attendees Reach Content
  51. What to Measure Registrants / Attendees Reach Content Keyword Rank
  52. What to Measure Registrants / Attendees Reach Content Keyword Rank Inbound Links
  53. What to Measure Registrants / Attendees Reach Session Rating Speaker Rating 5 Content 4 Keyword Rank 3 Inbound Links 2 Reviews 1 0 A B C D
  54. How to Measure Where to Start: Website.Grader.com
  55. Thank You! Questions? More Resources: Blog.HubSpot.com InboundMarketing.com HubSpot.com/Free-Trial Ellie Mirman Inbound Marketing Manager HubSpot Twitter: @ellieeille

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