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Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
Integrated Inbound Marketing
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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 …

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