Inbound Marketing 101

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A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.

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Inbound Marketing 101

  1. 1. 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
  2. 2. Introductions Inbound Marketer Inbound Marketing Software
  3. 3. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  4. 4. Traditional Marketing (Outbound) 4
  5. 5. Marketing Today (Inbound) 5
  6. 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
  7. 7. Outbound Marketing in Action
  8. 8. Inbound Marketing in Action
  9. 9. 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
  10. 10. Inbound Is Cheaper
  11. 11. Why It’s Cheaper
  12. 12. Build an Asset Flick Photo: Thomas Hawk
  13. 13. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  14. 14. How Do You Get to the Top?
  15. 15. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 15
  16. 16. Two Sides of Optimization On-Page Off-Page 16
  17. 17. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  18. 18. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  19. 19. 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
  20. 20. How Do You Get Links? Have something worth linking to.
  21. 21. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 21
  22. 22. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  23. 23. A Nice-Looking Restaurant Site
  24. 24. Another Nice-Looking Restaurant Site What’s the difference?
  25. 25. 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
  26. 26. How Many Tickets Do You Have?
  27. 27. 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
  28. 28. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  29. 29. 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
  30. 30. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  31. 31. 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
  32. 32. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  33. 33. Social Media? No Time for That Nonsense!
  34. 34. Why Do I Need to Know This?
  35. 35. 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
  36. 36. 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
  37. 37. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 37
  38. 38. How to Get Started Listen Share Your Content Listen More Build Relationships
  39. 39. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers 39
  40. 40. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  41. 41. Distribute Your Content 41
  42. 42. Conversation & Distribution Conversation AND Distribution 42
  43. 43. Good Content Spreads 43
  44. 44. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 44
  45. 45. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  46. 46. What Should You Measure? SEO Content Social Media Measure Measure Measure Visitors Measure Measure Leads Measure Customers Measure
  47. 47. Assess Search Engine Optimization
  48. 48. Track Blog Subscribers
  49. 49. How to Track Your Funnel Track visitors. Track leads. Track customers.
  50. 50. 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%
  51. 51. Case Study: Reynolds Golf Academy •
  52. 52. The Results Blog Subscribers Site Visitors & Leads
  53. 53. Final Thoughts … 53
  54. 54. Build Leverage 54
  55. 55. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 55
  56. 56. HubSpot Puts the Pieces Together 56
  57. 57. 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
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