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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 …

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

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