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Online Marketing Summit<br />Minneapolis | June 25, 2010<br />Integrated Inbound Marketing<br />How to use Google, Blogs &...
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
Flickr: nopiedra<br />Flickr: Sachaverelle<br />SEO<br />Blogging<br />
Flickr: davecobb <br />Social Media<br />
Traditional Marketing (Outbound)<br />
Marketing Today (Inbound)<br />
Declining Traffic for Trade Pubs<br />
But We’re Now a Trade Pub!<br />
Best Young Companies? Inbound.<br />1950 - 2000<br />2000 - 2050<br />9<br />
Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
www.HubSpot.com/ROI<br />More:<br />
Why Inbound Is Cheaper<br />
What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
Blogging
Social Media
SEO
Analytics</li></ul>Get Found<br /><ul><li>Publish
Promote
Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
Target
Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
Landing Pages
Email
Lead Intelligence
Lead Mgmt
Analytics</li></ul>Customers<br />
SEO<br />Social Media<br />Blog<br />
SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
How Do You Get to the Top?<br />
Pick Your Keyword Battles<br />Flick Photos: ExtraMedium & Simonstarr <br />Fight for “Ninja” …<br />or “Ninja Halloween C...
Two Sides of Optimization<br />On-Page<br />Off-Page<br />
How Do You Get Links?<br />Have something worth linking to.<br />
Blogging Means More Inbound Links<br />
How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical.<b...
SEO<br />Blog<br />Flickr: Storm Crypt<br />
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
The Difference?<br />Data from website.grader.com and compete.com<br />
What Should You Write About?<br />(Holly Allison, VP, Marketing, Vico Software)<br />(Larry Berezin, COO, NYC Parking Tick...
Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />What Content Channels Are...
HubSpot.com/cartoons<br />
Get Into the Content Mindset<br /><ul><li>Make emails into blog posts
Turn forum posts into blog posts
Shoot videos at events
Interview customers for your blog
Repurpose company data for public reports
Share lessons you learn</li></ul>Flick Photo: Cindiann<br />
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
Social Media Is Now a Staple<br />Flickr: anitacanita<br />Flickr: sierravalleygirl<br /><ul><li> Unmeasured
 Small scale
 No business impact
 But lots of fun
 Highly measurable
 Massive scale
 Major driver of leads, sales
 Still fun</li></li></ul><li>PR, Social-Media Style<br />Need to urgently speak with a business that is very actively leve...
PR, Social-Media Style<br />Elapsed Time:<br />50 Minutes<br />
Social Media Drives Leads<br />HubSpot Social Media Leads<br />Twitter is largest category, at >40% of HubSpot’s total soc...
How to Get Started<br />Listen <br />Share Your Content<br />Listen More <br />Build Relationships<br />
Start Listening<br />Places to listen<br /><ul><li>Search.Twitter.com
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Integrated Inbound Marketing

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For most marketers, marketing channels exist in silos. This presentation will explain how you can get beyond those silos. Through case studies and data you will learn how to optimize inbound marketing channels -- SEO, social media and blogging --combined with more traditional channels, to move your company's lead gen needle. The session will also touch on ways this type of integrated approach can affect your sales process.

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Transcript of "Integrated Inbound Marketing"

  1. 1. Online Marketing Summit<br />Minneapolis | June 25, 2010<br />Integrated Inbound Marketing<br />How to use Google, Blogs & Social Media together to get found online.<br />Rick Burnes<br />HubSpot<br />
  2. 2. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  3. 3. Flickr: nopiedra<br />Flickr: Sachaverelle<br />SEO<br />Blogging<br />
  4. 4. Flickr: davecobb <br />Social Media<br />
  5. 5. Traditional Marketing (Outbound)<br />
  6. 6. Marketing Today (Inbound)<br />
  7. 7. Declining Traffic for Trade Pubs<br />
  8. 8. But We’re Now a Trade Pub!<br />
  9. 9. Best Young Companies? Inbound.<br />1950 - 2000<br />2000 - 2050<br />9<br />
  10. 10. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  11. 11. www.HubSpot.com/ROI<br />More:<br />
  12. 12. Why Inbound Is Cheaper<br />
  13. 13. What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
  14. 14. Blogging
  15. 15. Social Media
  16. 16. SEO
  17. 17. Analytics</li></ul>Get Found<br /><ul><li>Publish
  18. 18. Promote
  19. 19. Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
  20. 20. Target
  21. 21. Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
  22. 22. Landing Pages
  23. 23. Email
  24. 24. Lead Intelligence
  25. 25. Lead Mgmt
  26. 26. Analytics</li></ul>Customers<br />
  27. 27. SEO<br />Social Media<br />Blog<br />
  28. 28. SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
  29. 29. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  30. 30. How Do You Get to the Top?<br />
  31. 31. Pick Your Keyword Battles<br />Flick Photos: ExtraMedium & Simonstarr <br />Fight for “Ninja” …<br />or “Ninja Halloween Costume”<br />
  32. 32. Two Sides of Optimization<br />On-Page<br />Off-Page<br />
  33. 33. How Do You Get Links?<br />Have something worth linking to.<br />
  34. 34. Blogging Means More Inbound Links<br />
  35. 35. How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical.<br />
  36. 36. SEO<br />Blog<br />Flickr: Storm Crypt<br />
  37. 37. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  38. 38.
  39. 39.
  40. 40. The Difference?<br />Data from website.grader.com and compete.com<br />
  41. 41.
  42. 42. What Should You Write About?<br />(Holly Allison, VP, Marketing, Vico Software)<br />(Larry Berezin, COO, NYC Parking Ticket, LLC)<br />
  43. 43. Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
  44. 44. Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />What Content Channels Are Best?<br />
  45. 45. HubSpot.com/cartoons<br />
  46. 46. Get Into the Content Mindset<br /><ul><li>Make emails into blog posts
  47. 47. Turn forum posts into blog posts
  48. 48. Shoot videos at events
  49. 49. Interview customers for your blog
  50. 50. Repurpose company data for public reports
  51. 51. Share lessons you learn</li></ul>Flick Photo: Cindiann<br />
  52. 52. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  53. 53. Social Media Is Now a Staple<br />Flickr: anitacanita<br />Flickr: sierravalleygirl<br /><ul><li> Unmeasured
  54. 54. Small scale
  55. 55. No business impact
  56. 56. But lots of fun
  57. 57. Highly measurable
  58. 58. Massive scale
  59. 59. Major driver of leads, sales
  60. 60. Still fun</li></li></ul><li>PR, Social-Media Style<br />Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet<br />I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9<br />408 555-1234?<br />I will call you right now<br />
  61. 61. PR, Social-Media Style<br />Elapsed Time:<br />50 Minutes<br />
  62. 62. Social Media Drives Leads<br />HubSpot Social Media Leads<br />Twitter is largest category, at >40% of HubSpot’s total social media leads.<br />
  63. 63. How to Get Started<br />Listen <br />Share Your Content<br />Listen More <br />Build Relationships<br />
  64. 64. Start Listening<br />Places to listen<br /><ul><li>Search.Twitter.com
  65. 65. google.com/blogsearch
  66. 66. Technorati.com
  67. 67. Existing blogs
  68. 68. Industry Twitterers
  69. 69. Twitter.grader.com</li></li></ul><li>Start Engaging<br /><ul><li> Facebook Discussions
  70. 70. LinkedIn Answers
  71. 71. What’s relevant in your industry?</li></li></ul><li>Share Your Content<br />
  72. 72. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  73. 73. Free trials
  74. 74. Software documentation
  75. 75. New data
  76. 76. Funny videos
  77. 77. Top-notch blog posts</li></li></ul><li>Blogging Increases Twitter Reach<br />
  78. 78. Social Media Is Now Part of SEO<br />Results from Twitter<br />
  79. 79. SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
  80. 80. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  81. 81. Assess Search Engine Optimization<br />www.websitegrader.com<br />
  82. 82. Track Blog Subscriptions<br />
  83. 83. Track the Whole Funnel<br />Website Visitors<br />Leads<br />Customers<br />
  84. 84. Track the Funnel, by Channel<br />Blog<br />Paid Media<br />SEO<br />Leads<br />Leads<br />Leads<br />Customers<br />Customers<br />Customers<br />
  85. 85. How to Track Your Funnel<br />Track visitors.<br />
  86. 86. How to Track Your Funnel<br />How to Track Your Funnel<br />Track leads.<br />
  87. 87. How to Track Your Funnel<br />How to Track Your Funnel<br />Track customers.<br />
  88. 88. Why Tracking Channels Is Critical<br />
  89. 89. Be Wary of Siloed Analysis<br />
  90. 90. Be Wary of Siloed Analysis<br />
  91. 91. Final Thoughts …<br />
  92. 92. Traditional Sales<br />
  93. 93. Inbound Sales<br />
  94. 94. SEO<br />Social Media<br />Sales<br />Blog<br />Flickr: Storm Crypt<br />
  95. 95. Can You Put the Pieces Together?<br />d.j.k. on flickr<br />
  96. 96. HubSpot Puts the Pieces Together<br />
  97. 97. Thank You!<br />Sign up for a free trial of HubSpot:<br />www.hubspot.com/free-trial/<br />Connect with me:<br />LinkedIn: www.linkedin.com/in/rickburnes<br />Twitter: www.twitter.com/rickburnes<br />
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