@mvolpe<br />Mapping Inbound Marketing:Combine Blogging, Social Media and SEO for Results<br />Social Fresh - Portland, OR...
@mvolpe<br />What’s the Next Hairstyle?<br />Flickr: davecobb <br />Flickr: nopiedra<br />Social Media<br />SEO<br />Flick...
This Ain’t No Haircut!<br />@mvolpe<br />Wikipedia<br />Wikipedia<br />
Flickr: WanderingtheWorld<br />Navigating a Complex Landscape<br />@mvolpe<br />
Marketing is Changing<br />@mvolpe<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />@mvolpe<br />
Outbound Marketing is Harder<br />@mvolpe<br />800-555-1234<br />Annoying<br />Salesperson<br />
The Good News…<br />@mvolpe<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Mar...
@mvolpe<br />The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
@mvolpe<br />“Best Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
@mvolpe<br />“Worst Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Budget vs. Brains<br />@mvolpe<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
@mvolpe<br />“If you have more money than brains, use outbound marketing.<br />If you have more brains than money, use inb...
@mvolpe<br />Questions to ask yourself...<br />
@mvolpe<br />Am I regularly creating new share-worthy content?<br />
@mvolpe<br />Am I promoting my content<br />in social media conversations?<br />
@mvolpe<br />Am I optimizing my content for search and social media?<br />
@mvolpe<br />Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
@mvolpe<br />Stop thinking like a<br />marketer or advertiser.<br />
@mvolpe<br />Start thinking like a<br />publisher and socializer.<br />
Inbound Marketing Map<br />@mvolpe<br />SEO<br />Social Media<br />Conversions<br />Blog<br />Flickr: WanderingtheWorld<br />
Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
Publish Everything<br />@mvolpe<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Re...
Publish Everywhere<br />@mvolpe<br />
Create Great Content by Blogging<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<b...
Blogging Attracts More Links<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
Blogging Attracts More Visitors<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
@mvolpe<br />46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of ...
@mvolpe<br />Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
@mvolpe<br />More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Marketing Workshop<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
SEO Tips from Website Grader<br />@mvolpe<br />Lessons from 2,115,631 websites<br />
@mvolpe<br />What drives SEO rank?<br />HubSpot.com/cartoons<br />
SEO = Context and Authority<br />@mvolpe<br />Ranking Algorithm:f(n): Context + Authority<br />
Keywords & The Prosthodontist<br />@mvolpe<br />Image: http://www.thehumorousimage.com/<br />
On-Page SEO (Context)<br />@mvolpe<br /><ul><li> Page Title
 Clean URL
 Headers & Content
 Description</li></li></ul><li>Authority is Determined by Links<br />@mvolpe<br />
@mvolpe<br />More & Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
Where is Search Going?<br />@mvolpe<br />
Where is Search Going?<br />
Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
It’s NOT About You… Ever<br />@mvolpe<br />HubSpot.com/cartoons<br />
Target Content to Your Personas<br />@mvolpe<br />Kadient photo by: David Meerman Scott<br />
Content Makes You Interesting<br />@mvolpe<br />
@mvolpe<br />Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
Make Sharing Easy<br />@mvolpe<br />
What Gets Shared?<br />@mvolpe<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
 Product documentation
 Company background
 New market data
 Educational content
 Top-notch blog posts</li></li></ul><li>@mvolpe<br />Social Media = Leads and Sales<br />Source: survey of hundreds of bus...
Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
@mvolpe<br />Never let website visitors guess what to do next.<br />
Conversion Tips<br />@mvolpe<br />Offer +<br />Call to Action<br />Landing Page<br />
Conversion Tips<br />@mvolpe<br /><ul><li>Value of offer
Visual design of CTA
Text on CTA
Placement of CTA
Test & experiment</li></ul>Offer +<br />Call to Action<br />
Offer – WIIFM?<br />@mvolpe<br />
Offer – WIIFM?<br />@mvolpe<br />
No Call to Action<br />@mvolpe<br />
Good Homepage Call to Action<br />@mvolpe<br />
@mvolpe<br />Offer and Calls to Action Tips<br /> Offers need to have value<br /> Use CTAs everywhere<br /> Test to find t...
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Inbound Marketing Map - Social Fresh Portland Mike Volpe

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Mapping the Inbound Marketing Ecosystem - How blogging, SEO, social media and lead conversion all fit together for a comprehensive inbound marketing program for lead generation marketing. By Mike Volpe of HubSpot.

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  • Inbound Marketing Map - Social Fresh Portland Mike Volpe

    1. 1. @mvolpe<br />Mapping Inbound Marketing:Combine Blogging, Social Media and SEO for Results<br />Social Fresh - Portland, OR - March 29, 2010<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
    2. 2. @mvolpe<br />What’s the Next Hairstyle?<br />Flickr: davecobb <br />Flickr: nopiedra<br />Social Media<br />SEO<br />Flickr: Sachaverelle<br />Blogging<br />
    3. 3. This Ain’t No Haircut!<br />@mvolpe<br />Wikipedia<br />Wikipedia<br />
    4. 4. Flickr: WanderingtheWorld<br />Navigating a Complex Landscape<br />@mvolpe<br />
    5. 5. Marketing is Changing<br />@mvolpe<br />1950 - 2000<br />2000 - 2050<br />
    6. 6. Outbound Marketing<br />@mvolpe<br />
    7. 7. Outbound Marketing is Harder<br />@mvolpe<br />800-555-1234<br />Annoying<br />Salesperson<br />
    8. 8. The Good News…<br />@mvolpe<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
    9. 9. @mvolpe<br />The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    10. 10. @mvolpe<br />“Best Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    11. 11. @mvolpe<br />“Worst Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    12. 12. Budget vs. Brains<br />@mvolpe<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
    13. 13. @mvolpe<br />“If you have more money than brains, use outbound marketing.<br />If you have more brains than money, use inbound marketing”<br />-- Guy Kawasaki<br />
    14. 14. @mvolpe<br />Questions to ask yourself...<br />
    15. 15. @mvolpe<br />Am I regularly creating new share-worthy content?<br />
    16. 16. @mvolpe<br />Am I promoting my content<br />in social media conversations?<br />
    17. 17. @mvolpe<br />Am I optimizing my content for search and social media?<br />
    18. 18. @mvolpe<br />Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
    19. 19. @mvolpe<br />Stop thinking like a<br />marketer or advertiser.<br />
    20. 20. @mvolpe<br />Start thinking like a<br />publisher and socializer.<br />
    21. 21. Inbound Marketing Map<br />@mvolpe<br />SEO<br />Social Media<br />Conversions<br />Blog<br />Flickr: WanderingtheWorld<br />
    22. 22. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    23. 23. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    24. 24. Publish Everything<br />@mvolpe<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    25. 25. Publish Everywhere<br />@mvolpe<br />
    26. 26. Create Great Content by Blogging<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    27. 27. Blogging Attracts More Links<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    28. 28. Blogging Attracts More Visitors<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    29. 29. @mvolpe<br />46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    30. 30. @mvolpe<br />Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    31. 31. @mvolpe<br />More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    32. 32. Inbound Marketing Workshop<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    33. 33. SEO Tips from Website Grader<br />@mvolpe<br />Lessons from 2,115,631 websites<br />
    34. 34. @mvolpe<br />What drives SEO rank?<br />HubSpot.com/cartoons<br />
    35. 35. SEO = Context and Authority<br />@mvolpe<br />Ranking Algorithm:f(n): Context + Authority<br />
    36. 36. Keywords & The Prosthodontist<br />@mvolpe<br />Image: http://www.thehumorousimage.com/<br />
    37. 37. On-Page SEO (Context)<br />@mvolpe<br /><ul><li> Page Title
    38. 38. Clean URL
    39. 39. Headers & Content
    40. 40. Description</li></li></ul><li>Authority is Determined by Links<br />@mvolpe<br />
    41. 41. @mvolpe<br />More & Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
    42. 42. Where is Search Going?<br />@mvolpe<br />
    43. 43. Where is Search Going?<br />
    44. 44. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    45. 45. It’s NOT About You… Ever<br />@mvolpe<br />HubSpot.com/cartoons<br />
    46. 46. Target Content to Your Personas<br />@mvolpe<br />Kadient photo by: David Meerman Scott<br />
    47. 47. Content Makes You Interesting<br />@mvolpe<br />
    48. 48. @mvolpe<br />Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
    49. 49. Make Sharing Easy<br />@mvolpe<br />
    50. 50. What Gets Shared?<br />@mvolpe<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
    51. 51. Product documentation
    52. 52. Company background
    53. 53. New market data
    54. 54. Educational content
    55. 55. Top-notch blog posts</li></li></ul><li>@mvolpe<br />Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    56. 56. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    57. 57. @mvolpe<br />Never let website visitors guess what to do next.<br />
    58. 58. Conversion Tips<br />@mvolpe<br />Offer +<br />Call to Action<br />Landing Page<br />
    59. 59. Conversion Tips<br />@mvolpe<br /><ul><li>Value of offer
    60. 60. Visual design of CTA
    61. 61. Text on CTA
    62. 62. Placement of CTA
    63. 63. Test & experiment</li></ul>Offer +<br />Call to Action<br />
    64. 64. Offer – WIIFM?<br />@mvolpe<br />
    65. 65. Offer – WIIFM?<br />@mvolpe<br />
    66. 66. No Call to Action<br />@mvolpe<br />
    67. 67. Good Homepage Call to Action<br />@mvolpe<br />
    68. 68. @mvolpe<br />Offer and Calls to Action Tips<br /> Offers need to have value<br /> Use CTAs everywhere<br /> Test to find the best CTA / offer<br />Offer, colors, text, size, place<br /> Make the next step obvious and easy<br />
    69. 69. Conversion Tips<br />@mvolpe<br /><ul><li>Consistent with past steps
    70. 70. Simple & clear
    71. 71. Short forms
    72. 72. Test & experiment</li></ul>Landing Page<br />
    73. 73. Limited Navigation<br />@mvolpe<br />
    74. 74. Don’t Ask for Sensitive Info<br />@mvolpe<br />
    75. 75. Keep It Short<br />@mvolpe<br />53% Conversion<br />32% Conversion<br />
    76. 76. Landing Page Tips<br /> Tell people what they will get<br /> Limit distractions (navigation / links)<br /> Keep it short and simple<br /> Test to find the best<br />@mvolpe<br />
    77. 77. Inbound Marketing Summary<br />@mvolpe<br />Convert<br />
    78. 78. How to Put All the Pieces Together?<br />d.j.k. on flickr<br />
    79. 79. HubSpot Puts the Pieces Together<br />
    80. 80. Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />@mvolpe<br />
    81. 81. Q & A<br />Free Trial: www.HubSpot.com/free-trial<br />These slides: www.MikeVolpe.com/sofresh<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
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