Inbound Marketing Map - Social Fresh Portland Mike Volpe
 

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 ...

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 Inbound Marketing Map - Social Fresh Portland Mike Volpe Presentation Transcript

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