Inbound Marketing 101

Inbound Marketing 101 How to use Google, blogs and social media to get found online. Rick Burnes Twitter: @rickburnes December 15, 2009

Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It

What’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 2,500 customers, 100+ employees 3

Every Day, More Change 4

Traditional Marketing (Outbound) 5

Marketing Today (Inbound) 6

How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 7 7

Traditional 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 • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 10

Inbound Is Cheaper

Why It’s Cheaper

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

How Do You Get to the Top?

Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 16

Two Sides of Optimization On-Page Off-Page 17

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.

Blogging Means More Inbound Links 22

How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 23

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 Monthly Unique Grade Indexed Visitors 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?

A Blog Is Like Great Architecture: Elegant One structure, multiple functions: • Excellent workspace • Environmentally sensitive construction and design • Historic preservation • Aesthetics Photo: Wikipedia 29

One Content Feed, Many Goals Met One blog, multiple functions: • Search Engine Optimization • Social Media Optimization • Lead Generation • Education • Thought Leadership • Nurturing • PR • Brand Building • Recruiting • Internal Communication 30

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 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 37

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

PR, Social-Media Style Elapsed Time: 50 Minutes

Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 40

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 • Twitter.grader.com 42

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

Distribute Your Content 44

Conversation & Distribution Conversation AND Distribution 45

Good Content Spreads 46

What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 47

Assess Search Engine Optimization

Metric #1: Subscriptions • A measure of you blog’s total reach • A “sticky” number

Track the Whole Funnel Website Visitors Leads Customers 51

Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 52

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%

Final Thoughts … 55

Build Leverage 56

Who Knows How to Put All the Pieces Together? d.j.k. on flickr 57

HubSpot Puts the Pieces Together 58

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

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Inbound Marketing 101

by HubSpot All-in-one Marketing Software on Dec 15, 2009

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Inbound Marketing 101 — Presentation Transcript