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Inbound Marketing 101 -- 3rd Annual eMarketing Techniques Conference

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Keynote for the 3rd Annual eMarketing Techniques Conference in Cleveland, OH. Covers inbound marketing and how you can use Google, blogs and social media to get found.

Keynote for the 3rd Annual eMarketing Techniques Conference in Cleveland, OH. Covers inbound marketing and how you can use Google, blogs and social media to get found.

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  • 1. Inbound Marketing 101 How your business can use Google, blogs and social media to get found. Rick Burnes Twitter: @rickburnes eMarketing Techniques Conference May 8, 2009
  • 2. Introductions Inbound Marketer Inbound Marketing Software
  • 3. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  • 4. Traditional Marketing (Outbound) 4
  • 5. Marketing Today (Inbound) 5
  • 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
  • 7. Outbound Marketing in Action
  • 8. Inbound Marketing in Action
  • 9. What Is Inbound Marketing? Website Visitors Process Tools Get Found Get Found • Content Mgmt • Publish • Blogging • Promote • Social Media • Optimize • SEO Get Found • Analytics Convert Convert • Offers / CTAs • Test • Landing Pages Convert • Target • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 9
  • 10. Inbound Is Cheaper
  • 11. Why It’s Cheaper
  • 12. Build an Asset Flick Photo: Thomas Hawk
  • 13. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  • 14. How Do You Get to the Top?
  • 15. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 15
  • 16. Two Sides of Optimization On-Page Off-Page 16
  • 17. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 18. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 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. How Do You Get Links? Have something worth linking to.
  • 21. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 21
  • 22. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  • 23. A Nice-Looking Restaurant Site
  • 24. Another Nice-Looking Restaurant Site What’s the difference?
  • 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. How Many Tickets Do You Have?
  • 27. More Pages = Better Google Rank Average Pages per Website by Page Rank 10,000,000 Average # of Webpages 1,000,000 100,000 10,000 1,000 1 2 3 4 5 6 7 8 9 10 Page Rank (10 is best)
  • 28. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 29. 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
  • 30. 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
  • 31. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 32. 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 your learn Flick Photo: Cindiann
  • 33. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  • 34. What’s the Role of Social Media?
  • 35. Where Does Your Industry Hang Out? How to find out: • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers Flick Photo: Hamed Saber
  • 36. Follow the Conversation Via RSS How to sign up: Google.com/reader
  • 37. What Are They Saying About You? Go to: search.twitter.com
  • 38. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 39. Build Your Networks Total Followers: 22,139
  • 40. Promote Your Content
  • 41. Using Twitter for PR 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
  • 42. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  • 43. What Should You Measure? Social Media Content SEO Measure Measure Visitors Measure Measure Leads Measure Measure Customers Measure
  • 44. Assess Search Engine Optimization
  • 45. Track Blog Subscribers
  • 46. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 47. 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%
  • 48. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  • 49. Case Study: Cilk Arts 49
  • 50. The Results Blog Subscribers Site Visitors & Leads 50
  • 51. Case Study: Reynolds Golf Academy •
  • 52. The Results Blog Subscribers Site Visitors & Leads
  • 53. More Brain, Less Budget Flickr: Gaetoan Lee Flickr: Refracted Moments
  • 54. Build Leverage 54
  • 55. 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