Inbound Marketing 101<br />CIC – June 24, 2009<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />Jonah...
Threat and Opportunity<br />2<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />
Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
The Bad News…<br />5<br />
The Good News…<br />6<br />
Inbound Marketing<br />
Inbound Gives Leverage<br />8<br />
Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
Inbound Marketing<br />Process<br />Tools<br />Get Found<br /><ul><li>Publish
Promote
Optimize</li></ul>Convert<br /><ul><li>Test
Target
Nurture</li></ul>Get Found<br /><ul><li>Content Mgmt
Blogging
Social Media
SEO
Analytics</li></ul>Convert<br /><ul><li>Offers / CTAs
Landing Pages
Email
Lead Intelligence
Lead Mgmt
Analytics</li></ul>Get Found<br />Convert<br />
Agenda <br />Publish<br /> Promote<br /> Optimize<br />11<br />
Publish<br />Flickr: Annie Mole<br />
What to Publish?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
Where to Publish?  <br />
Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
A Word of Caution<br />Writing for your personas DOES NOT mean writing about the products and services you sell them<br />...
3 Keys to Blog Success<br />
Biggest Blogging Mistake<br />A “free” URL from Blogspot or Typepad<br />HubSpot.blogspot.com – NO!<br />HubSpot.typepad.c...
Blog Frequency<br />Steady readership?<br />At least weekly, more is better.<br />SEO focused?<br />Frequency is less impo...
Blog Topic Ideas<br />List of 5 ideas, trends or thoughts<br />Publish a list of links<br />Take a recent experience and s...
Promote Your Content<br />Flickr: ClintJCL<br />
It’s Not Your Daughter’s Social Media<br />
Social Media = Networking<br />Become a real member of the community<br />Add value to the community<br />Ask and answer q...
Promote Your Content<br />
Volunteer?<br />25<br />http://Twitter.Grader.com<br />Hands On<br />
Build Network - Keyword Search<br />Hands On<br />
http://Search.Twitter.com<br />Hands On<br />27<br />
Volunteer?<br />28<br />http://Facebook.Grader.com<br />Hands On<br />
Network w/ Famous People<br />10,000 followers<br />2,000 followers<br />
LinkedIn Answers<br />30<br />
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Inbound Marketing 101 June 2009 Workshop

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http://www.hubspot.com - Inbound Marketing 101 workshop for CIC in Cambridge MA covering SEO, blogging, and social media.

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Inbound Marketing 101 June 2009 Workshop

  1. 1. Inbound Marketing 101<br />CIC – June 24, 2009<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />Jonah Lopin<br />VP Customers @HubSpot<br />Twitter: @jlopin<br />
  2. 2. Threat and Opportunity<br />2<br />1950 - 2000<br />2000 - 2050<br />
  3. 3. Outbound Marketing<br />
  4. 4. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
  5. 5. The Bad News…<br />5<br />
  6. 6. The Good News…<br />6<br />
  7. 7. Inbound Marketing<br />
  8. 8. Inbound Gives Leverage<br />8<br />
  9. 9. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  10. 10. Inbound Marketing<br />Process<br />Tools<br />Get Found<br /><ul><li>Publish
  11. 11. Promote
  12. 12. Optimize</li></ul>Convert<br /><ul><li>Test
  13. 13. Target
  14. 14. Nurture</li></ul>Get Found<br /><ul><li>Content Mgmt
  15. 15. Blogging
  16. 16. Social Media
  17. 17. SEO
  18. 18. Analytics</li></ul>Convert<br /><ul><li>Offers / CTAs
  19. 19. Landing Pages
  20. 20. Email
  21. 21. Lead Intelligence
  22. 22. Lead Mgmt
  23. 23. Analytics</li></ul>Get Found<br />Convert<br />
  24. 24. Agenda <br />Publish<br /> Promote<br /> Optimize<br />11<br />
  25. 25. Publish<br />Flickr: Annie Mole<br />
  26. 26. What to Publish?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  27. 27. Where to Publish? <br />
  28. 28. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
  29. 29. A Word of Caution<br />Writing for your personas DOES NOT mean writing about the products and services you sell them<br />Write about the things they want to learn about <br />
  30. 30. 3 Keys to Blog Success<br />
  31. 31. Biggest Blogging Mistake<br />A “free” URL from Blogspot or Typepad<br />HubSpot.blogspot.com – NO!<br />HubSpot.typepad.com – NO!<br />Blog.HubSpot.com – Yes<br />HubSpot.com/Blog – Yes<br />SmallBusinessHub.com – Yes<br />
  32. 32. Blog Frequency<br />Steady readership?<br />At least weekly, more is better.<br />SEO focused?<br />Frequency is less important.<br />
  33. 33. Blog Topic Ideas<br />List of 5 ideas, trends or thoughts<br />Publish a list of links<br />Take a recent experience and share it<br />Answer questions you received recently<br />Comment on other blog articles<br />Turn a press release into a blog article<br />Check your email outbox<br />
  34. 34. Promote Your Content<br />Flickr: ClintJCL<br />
  35. 35. It’s Not Your Daughter’s Social Media<br />
  36. 36. Social Media = Networking<br />Become a real member of the community<br />Add value to the community<br />Ask and answer questions<br />More effective than live cocktail parties<br />No boundaries of time or space<br />Other people can listen in easily<br />
  37. 37. Promote Your Content<br />
  38. 38. Volunteer?<br />25<br />http://Twitter.Grader.com<br />Hands On<br />
  39. 39. Build Network - Keyword Search<br />Hands On<br />
  40. 40. http://Search.Twitter.com<br />Hands On<br />27<br />
  41. 41. Volunteer?<br />28<br />http://Facebook.Grader.com<br />Hands On<br />
  42. 42. Network w/ Famous People<br />10,000 followers<br />2,000 followers<br />
  43. 43. LinkedIn Answers<br />30<br />
  44. 44. LinkedIn Groups<br />31<br />
  45. 45. Optimize<br />
  46. 46. Pick Your Keyword Battles<br />33<br />vs.<br />Flickr: Simonstarr<br />Flickr: Extra Medium<br />
  47. 47. SEO<br />On-Page<br />Off-Page<br />
  48. 48. On-Page SEO<br /><ul><li> Page Title
  49. 49. Clean URL
  50. 50. Headers & Content
  51. 51. Description</li></li></ul><li>SEO = Off-Page SEO<br /><ul><li>Recommendations from friends</li></ul>“I know HubSpot”<br /> “HubSpot is a marketing expert”<br /> You trust the person saying this<br /><ul><li>Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from a trusted website<br />
  52. 52. Volunteer?<br />37<br />http://Website.Grader.com<br />Hands On<br />
  53. 53. Inbound Marketing Measurement<br />Flickr: noblelgnnoble<br />
  54. 54. Subscribers & Visitors<br />
  55. 55. Blog Article Performance<br />
  56. 56. SEO Rankings<br />
  57. 57. Traffic, Leads and Customers<br />Visitors from Twitter<br />
  58. 58. Thank You!<br />www.HubSpot.com/free-trial<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />Jonah Lopin<br />VP Customers @HubSpot<br />Twitter: @jlopin<br />
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