Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter: @mvolpe SMEI |Social Media Roadshow | Feb 2009

Agenda Inbound vs. Outbound Marketing Four Inbound Marketing Tips

Inbound vs. Outbound Marketing

Four Inbound Marketing Tips

Outbound Marketing 800-555-1234 Annoying Salesperson

Inbound Marketing Blog SEO Social Media

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

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

Agenda Inbound vs. Outbound Marketing Four Inbound Marketing Tips

Inbound vs. Outbound Marketing

Four Inbound Marketing Tips

Tip #1 – Publish, Don’t Advertise “ Think like a publisher” -- David Meerman Scott

“ Think like a publisher”

-- David Meerman Scott

Where do you get your news?

What to Publish? Blog Podcast Videos Photos Presentations eBooks News Releases

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

Where to Publish?

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

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

Tip #2 – SEO 7,900,000,000 (3,000+ per second)

25% of SEO = On Page Page Title URL H1,H2,H3 tags Page Text Bold

Page Title

URL

H1,H2,H3 tags

Page Text

Bold

25% of SEO = On Page Description Keywords Alt text on images

Description

Keywords

Alt text on images

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

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

SEO Benefits of Blogging/Publishing What would you link to? 1.5 million 3.9 million

What would you link to?

Tip #3 – Social Media

“ I’m too old to understand this Social Media stuff.” Similar to a business cocktail reception Without constraints of time or space

Similar to a business cocktail reception

Without constraints of time or space

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

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

Build Network - Keyword Search

Build Network - Engage Famous People 2,700 followers 1,200 followers

Promote Your Content

Promote Flattering Content

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

Tip #4 – Measurement / Case Studies

Internet Marketing Scorecard

Blog Subscribers & Visitors

SEO Ranks

Facebook Fans & Activity

Traffic, Leads and Customers Visitors from Blogging Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1

Case Study: Publish What You Have SolidWorks: 100+ Videos on Website Published on YouTube, No Promotion 10,000+ Views / Month

SolidWorks: 100+ Videos on Website

Published on YouTube, No Promotion

10,000+ Views / Month

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

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

Case Study: Twitter Grader Promoted only on Twitter for free Over 1,000,000 profiles graded to date 50% of visitors from Twitter

Promoted only on Twitter for free

Over 1,000,000 profiles graded to date

50% of visitors from Twitter

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

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

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

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

Budget vs. Brains

Thank You! Mike Volpe VP Marketing HubSpot Liked this presentation? Send me a testimonial: [email_address] or LinkedIn or Facebook

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/

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/