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Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
Inbound Marketing 101 June 2009 Workshop
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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.

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

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  • 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. Threat and Opportunity<br />2<br />1950 - 2000<br />2000 - 2050<br />
  • 3. Outbound Marketing<br />
  • 4. Outbound Marketing is Broken<br />800-555-1234<br />Annoying<br />Salesperson<br />
  • 5. The Bad News…<br />5<br />
  • 6. The Good News…<br />6<br />
  • 7. Inbound Marketing<br />
  • 8. Inbound Gives Leverage<br />8<br />
  • 9. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  • 10. Inbound Marketing<br />Process<br />Tools<br />Get Found<br /><ul><li>Publish
  • 11. Promote
  • 12. Optimize</li></ul>Convert<br /><ul><li>Test
  • 13. Target
  • 14. Nurture</li></ul>Get Found<br /><ul><li>Content Mgmt
  • 15. Blogging
  • 16. Social Media
  • 17. SEO
  • 18. Analytics</li></ul>Convert<br /><ul><li>Offers / CTAs
  • 19. Landing Pages
  • 20. Email
  • 21. Lead Intelligence
  • 22. Lead Mgmt
  • 23. Analytics</li></ul>Get Found<br />Convert<br />
  • 24. Agenda <br />Publish<br /> Promote<br /> Optimize<br />11<br />
  • 25. Publish<br />Flickr: Annie Mole<br />
  • 26. What to Publish?<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  • 27. Where to Publish? <br />
  • 28. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
  • 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. 3 Keys to Blog Success<br />
  • 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. Blog Frequency<br />Steady readership?<br />At least weekly, more is better.<br />SEO focused?<br />Frequency is less important.<br />
  • 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. Promote Your Content<br />Flickr: ClintJCL<br />
  • 35. It’s Not Your Daughter’s Social Media<br />
  • 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. Promote Your Content<br />
  • 38. Volunteer?<br />25<br />http://Twitter.Grader.com<br />Hands On<br />
  • 39. Build Network - Keyword Search<br />Hands On<br />
  • 40. http://Search.Twitter.com<br />Hands On<br />27<br />
  • 41. Volunteer?<br />28<br />http://Facebook.Grader.com<br />Hands On<br />
  • 42. Network w/ Famous People<br />10,000 followers<br />2,000 followers<br />
  • 43. LinkedIn Answers<br />30<br />
  • 44. LinkedIn Groups<br />31<br />
  • 45. Optimize<br />
  • 46. Pick Your Keyword Battles<br />33<br />vs.<br />Flickr: Simonstarr<br />Flickr: Extra Medium<br />
  • 47. SEO<br />On-Page<br />Off-Page<br />
  • 48. On-Page SEO<br /><ul><li> Page Title
  • 49. Clean URL
  • 50. Headers & Content
  • 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. Volunteer?<br />37<br />http://Website.Grader.com<br />Hands On<br />
  • 53. Inbound Marketing Measurement<br />Flickr: noblelgnnoble<br />
  • 54. Subscribers &amp; Visitors<br />
  • 55. Blog Article Performance<br />
  • 56. SEO Rankings<br />
  • 57. Traffic, Leads and Customers<br />Visitors from Twitter<br />
  • 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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