Inbound Marketing 101 June 2009 Workshop
 

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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Inbound Marketing 101 June 2009 Workshop 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
    View slide
  • Outbound Marketing is Broken
    800-555-1234
    Annoying
    Salesperson
    View slide
  • 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
    Convert
    • Test
    • Target
    • Nurture
    Get Found
    • Content Mgmt
    • Blogging
    • Social Media
    • SEO
    • Analytics
    Convert
    • Offers / CTAs
    • Landing Pages
    • Email
    • Lead Intelligence
    • Lead Mgmt
    • Analytics
    Get Found
    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
    “I know HubSpot”
    “HubSpot is a marketing expert”
    You trust the person saying this
    • Links are online recommendations
    A link: www.HubSpot.com
    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