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Inbound Marketing 101

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A presentation I gave at the #btvsmb social media breakfast in Burlington, VT, on December 15, 2008. It introduces the concept of inbound marketing, and dives into the details of search engine …

A presentation I gave at the #btvsmb social media breakfast in Burlington, VT, on December 15, 2008. It introduces the concept of inbound marketing, and dives into the details of search engine optimization, content production and social media.

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  • 1. Inbound Marketing 101 How to use Google, blogs and social media to get found online. Rick Burnes Twitter: @rickburnes December 15, 2009
  • 2. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 3. What’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 2,500 customers, 100+ employees 3
  • 4. Every Day, More Change 4
  • 5. Traditional Marketing (Outbound) 5
  • 6. Marketing Today (Inbound) 6
  • 7. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 7 7
  • 8. Traditional Marketing in Action
  • 9. Inbound Marketing in Action
  • 10. 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
  • 11. Inbound Is Cheaper
  • 12. Why It’s Cheaper
  • 13. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Gaetoan Lee
  • 14. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 15. How Do You Get to the Top?
  • 16. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 16
  • 17. Two Sides of Optimization On-Page Off-Page 17
  • 18. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 19. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 20. 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
  • 21. How Do You Get Links? Have something worth linking to.
  • 22. Blogging Means More Inbound Links 22
  • 23. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 23
  • 24. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 25. A Nice-Looking Restaurant Site
  • 26. Another Nice-Looking Restaurant Site What’s the difference?
  • 27. 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
  • 28. How Many Tickets Do You Have?
  • 29. A Blog Is Like Great Architecture: Elegant One structure, multiple functions: • Excellent workspace • Environmentally sensitive construction and design • Historic preservation • Aesthetics Photo: Wikipedia 29
  • 30. 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
  • 31. 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
  • 32. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 33. 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
  • 34. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 35. 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
  • 36. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 37. 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
  • 38. 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
  • 39. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 40. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 40
  • 41. How to Get Started Listen Share Your Content Listen More Build Relationships
  • 42. 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
  • 43. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 44. Distribute Your Content 44
  • 45. Conversation & Distribution Conversation AND Distribution 45
  • 46. Good Content Spreads 46
  • 47. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 47
  • 48. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 49. Assess Search Engine Optimization
  • 50. Metric #1: Subscriptions • A measure of you blog’s total reach • A “sticky” number
  • 51. Track the Whole Funnel Website Visitors Leads Customers 51
  • 52. 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
  • 53. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 54. 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%
  • 55. Final Thoughts … 55
  • 56. Build Leverage 56
  • 57. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 57
  • 58. HubSpot Puts the Pieces Together 58
  • 59. 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