Inbound Marketing - SMEI Social Media Roadshow Feb 2009

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    Inbound Marketing - SMEI Social Media Roadshow Feb 2009 - Presentation Transcript

    1. Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter: @mvolpe SMEI |Social Media Roadshow | Feb 2009
    2. Agenda
      • Inbound vs. Outbound Marketing
      • Four Inbound Marketing Tips
    3. Outbound Marketing 800-555-1234 Annoying Salesperson
    4. Inbound Marketing Blog SEO Social Media
    5. 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
    6. Agenda
      • Inbound vs. Outbound Marketing
      • Four Inbound Marketing Tips
    7. Tip #1 – Publish, Don’t Advertise
      • “ Think like a publisher”
      • -- David Meerman Scott
    8. Where do you get your news?
    9. What to Publish?
      • Blog
      • Podcast
      • Videos
      • Photos
      • Presentations
      • eBooks
      • News Releases
    10. Where to Publish?
    11. 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
    12. Tip #2 – SEO 7,900,000,000 (3,000+ per second)
    13. 25% of SEO = On Page
      • Page Title
      • URL
      • H1,H2,H3 tags
      • Page Text
        • Bold
    14. 25% of SEO = On Page
      • Description
      • Keywords
      • Alt text on images
    15. 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
    16. SEO Benefits of Blogging/Publishing
      • What would you link to?
      1.5 million 3.9 million
    17. Tip #3 – Social Media
    18. “ I’m too old to understand this Social Media stuff.”
      • Similar to a business cocktail reception
      • Without constraints of time or space
    19. 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
    20. Build Network - Keyword Search
    21. Build Network - Engage Famous People 2,700 followers 1,200 followers
    22. Promote Your Content
    23. Promote Flattering Content
    24. 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
    25. Tip #4 – Measurement / Case Studies
    26. Internet Marketing Scorecard
    27. Blog Subscribers & Visitors
    28. SEO Ranks
    29. Facebook Fans & Activity
    30. Traffic, Leads and Customers Visitors from Blogging Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1
    31. Case Study: Publish What You Have
      • SolidWorks: 100+ Videos on Website
      • Published on YouTube, No Promotion
      • 10,000+ Views / Month
    32. 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
    33. Case Study: Twitter Grader
      • Promoted only on Twitter for free
      • Over 1,000,000 profiles graded to date
      • 50% of visitors from Twitter
    34. 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
    35. 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
    36. Budget vs. Brains
    37. Thank You! Mike Volpe VP Marketing HubSpot Liked this presentation? Send me a testimonial: [email_address] or LinkedIn or Facebook
    38. Additional Free Info
      • SEO Webinar
        • http://www.hubspot.com/archive/seo-101-webinar/
      • Blogging Webinar
        • http://www.hubspot.com/archive/blog-webinar/
      • Social Media Webinar
        • http://www.hubspot.com/archive/social-media-webinar/

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