Inbound Marketing AMA Albany

Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter: @mvolpe AMA | Albany, NY | 12 Feb 2009

Agenda

Inbound vs. Outbound Marketing

Four Inbound Marketing Tips

Outbound Marketing 800-555-1234 Annoying Salesperson

Inbound Marketing Blog SEO Social Media

Rethinking Marketing

Outbound Marketing

Telemarketing

Trade shows

Direct mail

Email blasts

Print ads

TV/radio ads

Inbound Marketing

SEO / SEM

Blogging

Social Media

RSS

Free tools / trials

PR / Buzz

Interruption Permission

Agenda

Inbound vs. Outbound Marketing

Four Inbound Marketing Tips

Tip #1 – Publish, Don’t Advertise

“ Think like a publisher”

-- David Meerman Scott

Where do you get your news?

What to Publish?

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

Where to Publish?

Biggest Blogging Mistake

Don’t Use a “free” URL from Blogspot,

Typepad, or Wordpress

HubSpot.blogspot.com – NO!

HubSpot.typepad.com – NO!

Blog.HubSpot.com – Yes

HubSpot.com/Blog – Yes

SmallBusinessHub.com – Yes

Tip #2 – SEO 7,900,000,000 (3,000+ per second)

25% of SEO = On Page (Visible)

Page Title

URL

H1,H2,H3 tags

Page Text

Bold

25% of SEO = On Page (Invisible)

Description

Keywords

Alt text on images

75% of SEO = Off Page

Recommendations from friends

“ I know Mike Volpe”

“ Mike Volpe 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

SEO Benefits of Blogging/Publishing

What would you link to?

27,000 links 18,000 links

Tip #3 – Social Media

“ I’m too old to understand this Social Media stuff.”

Similar to a business cocktail reception

Without constraints of time or space

Social Media = Cocktail Party

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

Build Network - Keyword Search

Build Network - Engage Famous People 2,700 followers 1,200 followers

Promote Your Content

Promote Flattering Content

Using Twitter for PR Elapsed Time: 50 Minutes I will call you right now Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet 408 555-1234? I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

Tip #4 – Measurement / Case Studies

Internet Marketing Scorecard

Blog Subscribers & Visitors

SEO Ranks

Facebook Fans & Activity

Traffic, Leads and Customers Visitors from Blogging Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1

Case Study: HubSpot Blog

2.5 years and ~400 articles

Google is #1 traffic source

Over 100% growth in past 12 months

Traffic on ~400 different words… Yesterday!

First page ranking for ~400 keywords

Case Study: Publish What You Have

SolidWorks: 100+ Videos on Website

Published on YouTube, No Promotion

10,000+ Views / Month

Case Study: Website Grader

Blog / Content

500,000 reports generated

SEO

Page 1 for “SEO Score”, “website SEO”, etc.

40,000+ inbound links

3,000 websites with badge/link

Social Media

4,500 Del.icio.us bookmarks

25,000+ visitors from StumbleUpon

Case Study: Twitter Grader

Promoted only on Twitter for free

Over 1,000,000 profiles graded to date

50% of visitors from Twitter

Case Study: Will It Blend?

Blog / Content

74 videos

2m YouTube channel views

SEO

Page 1 for “blend”

55,000 inbound links

Social Media

83,000 channel subscribers

Over 500 Facebook groups

5 Digg front page stories

Case Study: Oughta Know Inbound Mktg

Video

40,000 views first week

10,000 views first day

Social Media

#1 source = StumbleUpon

#2 source = Twitter

#3 source = Facebook

SEO

Page 1 for “inbound marketing”

50+ inbound links to blog article

Budget vs. Brains

Thank You! Mike Volpe VP Marketing HubSpot HubSpot Free Trial: www.HubSpot.com/free-trial Liked this presentation? Leave a recommendation for me as a speaker on LinkedIn: www.linkedin.com/in/mikevolpe

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