Inbound Marketing & the Next Phase of the Web

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Rick Burnes' presentation at the eMarketing Techniques for Business conference in Austin, TX on Jan 29, 2009.

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Inbound Marketing & the Next Phase of the Web

  1. 1. Inbound Marketing And the Next Phase of the Web Rick Burnes Inbound Marketing Manager HubSpot
  2. 2. Who Is Rick Burnes? Currently: Marketer & blogger (HubSpot) Background: • Entrepreneur (Faneuil Media) • Journalist (moscowtimes.com, nytimes.com)
  3. 3. What’s HubSpot? It’s a software system that helps you get found Social Media Tools Search Marketing Tools Blogging & CMS Tools • 1,000 Customers • Free grading tools at www.grader.com
  4. 4. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  5. 5. Outbound Marketing 800-555-1234 Annoying Salesperson
  6. 6. Inbound Marketing Content SEO Social Media
  7. 7. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Viral videos Interruption Permission
  8. 8. Brain Required, Not Budget Flickr: Gaetoan Lee Flickr: Refracted Moments
  9. 9. Why Inbound Is Cheaper
  10. 10. Build an Asset Flick Photo: Thomas Hawk
  11. 11. Attract the Right People Neil Diamond Flick Photo: Marciela
  12. 12. It’s an Inbound Cycle Article posted, receiving: • 100 Views • 1 Inbound Link Post rank in Google, driving: Post shared, driving: • 2x Views • 2x Views • 2x Links • 3x Links
  13. 13. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  14. 14. How Do You Get to the Top?
  15. 15. 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  16. 16. 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
  17. 17. 75% of SEO = Off Page • Recommendations from friends 1. “I know Rick Burnes” 2. “Rick Burnes is a marketing expert” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  18. 18. Links are Essential to SEO • Off Page SEO is HARD • Links are hard to get • That’s why search engines use them to measure “importance” • That’s why you need: • Content • Social Media
  19. 19. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  20. 20. Isn’t a Nice Site Good Enough? No blog; no dynamic pages.
  21. 21. What Does a Blog Add (Besides Work)? Similar site functions, but site has a blog.
  22. 22. Blog = Better SEO, More Traffic Website Google Indexed Unique Visitors Grade Pages (Dec.) www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from: website.grader.com compete.com
  23. 23. More Pages = Better Google Rank Average Pages per Website by Page Rank 10,000,000 Average # of Webpages 1,000,000 100,000 10,000 1,000 1 2 3 4 5 6 7 8 9 10 Page Rank (10 is best)
  24. 24. What Kind of Content? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  25. 25. Your Content Is Your Magnet “Create the kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR www.webinknow.com
  26. 26. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  27. 27. What’s the Role of Social Media?
  28. 28. Where Does Your Industry Hang Out? How to find out: • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers Flick Photo: Hamed Saber
  29. 29. Follow the Conversation Via RSS How to sign up: Google.com/reader
  30. 30. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  31. 31. What Are They Saying About You? Go to: search.twitter.com
  32. 32. Build Your Networks Total Followers: 22,139
  33. 33. Using Twitter for PR Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now Elapsed Time: 50 Minutes
  34. 34. Promote Your Content
  35. 35. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  36. 36. Website Grader
  37. 37. Internet Marketing Scorecard
  38. 38. Blog Subscribers
  39. 39. Facebook Fans & Activity
  40. 40. Traffic, Leads and Customers Visitors from ZDNet Visitors Leads Customers TechCrunch 5,289 754 12 ZDNet 834 72 3 Twitter 511 28 1
  41. 41. The Only Way to Learn Flick Photo: hufse
  42. 42. Small Businesses, Now Empowered Flick Photo: Webmink
  43. 43. Thank You! Free Tools: http://Website.Grader.com http://PressRelease.Grader.com http://Twitter.Grader.com Rick Burnes Inbound Marketing Manager HubSpot LinkedIn: www.linkedin.com/in/rickburnes Twitter: twitter.com/rickburnes

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