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