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 optimization, content production and social media.

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Inbound Marketing 101

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

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