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 Presentation Transcript

  • 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
    • Page Title
    • 38. Clean URL
    • 39. Headers & Content
    • 40. Description
  • 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
    • Value of offer
    • 60. Visual design of CTA
    • 61. Text on CTA
    • 62. Placement of CTA
    • 63. Test & experiment
    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