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Integrated Inbound Marketing
 

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 ...

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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    Integrated Inbound Marketing Integrated Inbound Marketing Presentation Transcript

    • Online Marketing Summit
      Minneapolis | June 25, 2010
      Integrated Inbound Marketing
      How to use Google, Blogs & Social Media together to get found online.
      Rick Burnes
      HubSpot
    • Agenda
      About Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • Flickr: nopiedra
      Flickr: Sachaverelle
      SEO
      Blogging
    • Flickr: davecobb
      Social Media
    • Traditional Marketing (Outbound)
    • Marketing Today (Inbound)
    • Declining Traffic for Trade Pubs
    • But We’re Now a Trade Pub!
    • Best Young Companies? Inbound.
      1950 - 2000
      2000 - 2050
      9
    • Budget vs. Brains
      Flickr: Refracted Moments
      Flickr: Gaetoan Lee
    • www.HubSpot.com/ROI
      More:
    • Why Inbound Is Cheaper
    • What Is Inbound Marketing?
      Website Visitors
      Process
      Tools
      Get Found
      • Content Mgmt
      • Blogging
      • Social Media
      • SEO
      • Analytics
      Get Found
      • Publish
      • Promote
      • Optimize
      Leads
      Convert
      • Test
      • Target
      • Nurture
      Convert
      • Offers / CTAs
      • Landing Pages
      • Email
      • Lead Intelligence
      • Lead Mgmt
      • Analytics
      Customers
    • SEO
      Social Media
      Blog
    • SEO
      Social Media
      Blog
      Flickr: Storm Crypt
    • Agenda
      About Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • How Do You Get to the Top?
    • Pick Your Keyword Battles
      Flick Photos: ExtraMedium & Simonstarr
      Fight for “Ninja” …
      or “Ninja Halloween Costume”
    • Two Sides of Optimization
      On-Page
      Off-Page
    • How Do You Get Links?
      Have something worth linking to.
    • Blogging Means More Inbound Links
    • How Google Weighs Optimization
      On Page
      (25%)
      Off Page
      (75%)
      Off-page optimization is critical.
    • SEO
      Blog
      Flickr: Storm Crypt
    • Agenda
      About Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • The Difference?
      Data from website.grader.com and compete.com
    • What Should You Write About?
      (Holly Allison, VP, Marketing, Vico Software)
      (Larry Berezin, COO, NYC Parking Ticket, LLC)
    • Content Attracts the Right People
      Neil Diamond
      Flick Photo: Marciela
    • Blog
      Podcast
      Videos
      Photos
      Presentations
      eBooks
      News Releases
      What Content Channels Are Best?
    • HubSpot.com/cartoons
    • Get Into the Content Mindset
      • 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
      Flick Photo: Cindiann
    • Agenda
      About Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • Social Media Is Now a Staple
      Flickr: anitacanita
      Flickr: sierravalleygirl
      • Unmeasured
      • Small scale
      • No business impact
      • But lots of fun
      • Highly measurable
      • Massive scale
      • Major driver of leads, sales
      • Still fun
    • PR, Social-Media Style
      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
    • PR, Social-Media Style
      Elapsed Time:
      50 Minutes
    • Social Media Drives Leads
      HubSpot Social Media Leads
      Twitter is largest category, at >40% of HubSpot’s total social media leads.
    • How to Get Started
      Listen
      Share Your Content
      Listen More
      Build Relationships
    • Start Listening
      Places to listen
      • Search.Twitter.com
      • google.com/blogsearch
      • Technorati.com
      • Existing blogs
      • Industry Twitterers
      • Twitter.grader.com
    • Start Engaging
      • Facebook Discussions
      • LinkedIn Answers
      • What’s relevant in your industry?
    • Share Your Content
    • What Gets Shared?
      Rarely
      Shared
      Frequently
      Shared
      • Product info
      • Free trials
      • Software documentation
      • New data
      • Funny videos
      • Top-notch blog posts
    • Blogging Increases Twitter Reach
    • Social Media Is Now Part of SEO
      Results from Twitter
    • SEO
      Social Media
      Blog
      Flickr: Storm Crypt
    • Agenda
      About Inbound Marketing
      SEO
      Content
      Social Media
      How to Measure It
    • Assess Search Engine Optimization
      www.websitegrader.com
    • Track Blog Subscriptions
    • Track the Whole Funnel
      Website Visitors
      Leads
      Customers
    • Track the Funnel, by Channel
      Blog
      Paid Media
      SEO
      Leads
      Leads
      Leads
      Customers
      Customers
      Customers
    • How to Track Your Funnel
      Track visitors.
    • How to Track Your Funnel
      How to Track Your Funnel
      Track leads.
    • How to Track Your Funnel
      How to Track Your Funnel
      Track customers.
    • Why Tracking Channels Is Critical
    • Be Wary of Siloed Analysis
    • Be Wary of Siloed Analysis
    • Final Thoughts …
    • Traditional Sales
    • Inbound Sales
    • SEO
      Social Media
      Sales
      Blog
      Flickr: Storm Crypt
    • Can You Put the Pieces Together?
      d.j.k. on flickr
    • HubSpot Puts the Pieces Together
    • Thank You!
      Sign up for a free trial of HubSpot:
      www.hubspot.com/free-trial/
      Connect with me:
      LinkedIn: www.linkedin.com/in/rickburnes
      Twitter: www.twitter.com/rickburnes