Inbound Marketing 101

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

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

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

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

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

http://marketingpersonale.blogspot.com	125
http://www.marketingpersonale.com	94
http://www.erinanne.com	84
http://www.slideshare.net	12
http://alex.ikonn.ca	5
http://it.paperblog.com	2
http://www.typepad.com	1

Inbound Marketing 101

by HubSpot All-in-one Marketing Software on Jul 10, 2009

Accessibility

Categories

Tags

Upload Details

Usage Rights

7 Embeds 323

Statistics

Inbound Marketing 101 — Presentation Transcript