Inbound Marketing 101
How your business can use Google, blogs and social media to get found.
Rick Burnes
Twitter: @rickburnes
Cape Cod Technology Council
July 10, 2009

Introductions
Inbound Marketer Inbound Marketing Software

Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

Traditional Marketing (Outbound)
4

Marketing Today (Inbound)
5

How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
6
6

Outbound Marketing in Action

Inbound Marketing in Action

What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Get Found • Analytics
Convert Convert
• Test • Offers / CTAs
• Target Convert • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
9

Inbound Is Cheaper

Why It’s Cheaper

Build an Asset
Flick Photo: Thomas Hawk

Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

How Do You Get to the Top?

Pick Your Keyword Battles
Fight for “Ninja” … or “Ninja Halloween Costume”
Flick Photos: ExtraMedium & Simonstarr
15

Two Sides of Optimization
On-Page Off-Page
16

Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images

Optimize (Off-Page)
• Recommendations from friends
1. “I know Rick Burnes”
2. “Rick Burnes is a top notch marketer”
3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website

How Do You Get Links?
Have something worth linking to.

How Google Weights Optimization
On Page
(25%)
Off Page
(75%)
Off-page optimization is critical.
21

Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site
What’s the difference?

Blog = Better SEO, More Traffic
Website Google Unique Visitors
Grade Indexed (Dec.)
Pages
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com

How Many Tickets Do You Have?

What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PR
www.webinknow.com

Content Attracts the Right People
Neil Diamond
Flick Photo: Marciela

A Word of Caution
• Business content DOES NOT mean
content about the products and
services you sell
• Create content that’s useful and
interesting to your target personas

What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Shoot videos at events
• Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann

Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

Social Media? No Time for That Nonsense!

Why Do I Need to Know This?

Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured • Highly measurable
• Small scale • Massive scale
• No business impact • Major driver of leads, sales
• But lots of fun • Still fun
35

PR, Social-Media Style
Need to urgently speak with a business that is very
actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-1234?
I will call you right now
Elapsed Time:
50 Minutes

Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
37

How to Get Started
Listen
Share Your Content
Listen More
Build Relationships

What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
39

Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions

Distribute Your Content
41

Conversation & Distribution
Conversation
AND
Distribution
42

Good Content Spreads
43

What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
44

Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

What Should You Measure?
SEO Content Social Media
Measure
Measure
Measure
Visitors
Measure
Measure Leads
Measure
Customers
Measure

Assess Search Engine Optimization

Track Blog Subscribers

How to Track Your Funnel
Track visitors. Track leads. Track customers.

Track Conversions
Traffic to HubSpot.com
Selected Channels
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Techcrunch 504 75 15% 6 1.2%
ZDnet 511 28 5% 1 0.2%

Case Study: Reynolds Golf Academy
•

The Results
Blog
Subscribers
Site Visitors
& Leads

Final Thoughts …
53

Build Leverage
54

Who Knows How to Put All the Pieces Together?
d.j.k. on flickr
55

HubSpot Puts the Pieces Together
56

Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Email: rburnes@hubspot.com