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How to Promote an Event with
Inbound Marketing
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille

Outbound Marketing

Outbound Marketing is Broken
800-555-1234
Annoying
p
Salesperson

The Bad News
Flickr: pjbeardsley

The Good News

Inbound Marketing
Blog
g SEO Social Media

Budget vs. Brains
Flickr:
Flickr: Refracted Moments Flickr:
Flickr: Gaetoan Lee

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

7 Steps to
Promoting an
P ti
Event with
Inbound Marketing
Flickr: flattop341
p

1. Create a Hub for the Event
Central location
for event
information
Optimize for
search

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

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

How Does Google Decide?
On-Page Off-Page
25% 75%

On-Page SEO
Page Title
URL
H1, H2, H3 tags
Page Text
• Bold
Meta Tags & Description

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

Microsites a Macro Mistake?
Separate Brand vs. SEO Starting Line
Flickr: zhurnaly

2. Leverage Your Network
• Email Newsletter
• Facebook Page Update
• Facebook Group Message
• LinkedIn Group Message/Discussion
• Post on Blog / Website

3. Leverage Speakers & Sponsors
Make it easy to promote the event

3. Leverage Speakers & Sponsors
Make it easy - badges

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.

3. Leverage Speakers & Sponsors
Make it easy – giveaways & discounts

4. Reach Out to Relevant Communities
Facebook Groups and Pages

4. Reach Out to Relevant Communities
LinkedIn Groups

4. Reach Out to Relevant Communities
Industry-Specific Communities
Local Event Listings

4. Reach Out to Relevant Communities
1. Ask for suggestions about speakers
&t i
topics

4. Reach Out to Relevant Communities
1. Ask for suggestions about speakers
&t i
topics
2. Share content from the event

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

5. Create a Community
Create a Facebook Group and/or
Event
E t

5. Create a Community
Create a Twitter Hashtag

5. Create a Community
Start the Conversation on Blog Posts

6. Publish Content
Blog
Podcast
Videos
Photos
Presentations
P t ti
eBooks
News Releases

Content Drives Visitors
Search engines like
fresh content
People like fresh
content
More content means
M t t
more tickets in SEO
lottery

Encourage Others to Create Content
Tell them!

Encourage Others to Create Content
Make it easy!

Encourage Others to Create Content
Display their content!

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

Encourage Others to Create Content
Provide a place!
• Designated “Media
Room” for bloggers,
media, interviews
• Wireless Internet for
real-time publishing

7. Optimize & Promote Content
Hashtag

7. Optimize & Promote Content
Monitor what’s published
• Google Alerts
• Twitter Search
• Flickr Search

7. Optimize & Promote Content
RSS simplifies monitoring

7. Optimize & Promote Content
Aggregate

7. Optimize & Promote Content
Promote your content

7. Optimize & Promote Content
Promote your content

7. Optimize & Promote Content
Promote flattering content

8. Bonus!
Test, Analyze, Repeat
lather
rinse
repeat
Flickr:jacek_nl
j

What to Measure
Registrants / Attendees
Reach
Content
Keyword Rank
Inbound Links
Reviews

What to Measure
Registrants / Attendees
• By Source – use tracking tokens!
www.mywebsite.com/?source=email_partner1

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

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

What to Measure
Registrants / Attendees
Reach
Content

What to Measure
Registrants / Attendees
Reach
Content
Keyword Rank

What to Measure
Registrants / Attendees
Reach
Content
Keyword Rank
Inbound Links

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

How to Measure
Where to Start: Website.Grader.com

Thank You!
Questions?
More Resources:
Blog.HubSpot.com
InboundMarketing.com
HubSpot.com/Free-Trial
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille