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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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