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 Presentation Transcript

  • 1. 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
  • 2. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 3. Flickr: nopiedra
    Flickr: Sachaverelle
    SEO
    Blogging
  • 4. Flickr: davecobb
    Social Media
  • 5. Traditional Marketing (Outbound)
  • 6. Marketing Today (Inbound)
  • 7. Declining Traffic for Trade Pubs
  • 8. But We’re Now a Trade Pub!
  • 9. Best Young Companies? Inbound.
    1950 - 2000
    2000 - 2050
    9
  • 10. Budget vs. Brains
    Flickr: Refracted Moments
    Flickr: Gaetoan Lee
  • 11. www.HubSpot.com/ROI
    More:
  • 12. Why Inbound Is Cheaper
  • 13. What Is Inbound Marketing?
    Website Visitors
    Process
    Tools
    Get Found
    • Content Mgmt
    • 14. Blogging
    • 15. Social Media
    • 16. SEO
    • 17. Analytics
    Get Found
    • Publish
    • 18. Promote
    • 19. Optimize
    Leads
    Convert
    • Test
    • 20. Target
    • 21. Nurture
    Convert
    • Offers / CTAs
    • 22. Landing Pages
    • 23. Email
    • 24. Lead Intelligence
    • 25. Lead Mgmt
    • 26. Analytics
    Customers
  • 27. SEO
    Social Media
    Blog
  • 28. SEO
    Social Media
    Blog
    Flickr: Storm Crypt
  • 29. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 30. How Do You Get to the Top?
  • 31. Pick Your Keyword Battles
    Flick Photos: ExtraMedium & Simonstarr
    Fight for “Ninja” …
    or “Ninja Halloween Costume”
  • 32. Two Sides of Optimization
    On-Page
    Off-Page
  • 33. How Do You Get Links?
    Have something worth linking to.
  • 34. Blogging Means More Inbound Links
  • 35. How Google Weighs Optimization
    On Page
    (25%)
    Off Page
    (75%)
    Off-page optimization is critical.
  • 36. SEO
    Blog
    Flickr: Storm Crypt
  • 37. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 38.
  • 39.
  • 40. The Difference?
    Data from website.grader.com and compete.com
  • 41.
  • 42. What Should You Write About?
    (Holly Allison, VP, Marketing, Vico Software)
    (Larry Berezin, COO, NYC Parking Ticket, LLC)
  • 43. Content Attracts the Right People
    Neil Diamond
    Flick Photo: Marciela
  • 44. Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
    What Content Channels Are Best?
  • 45. HubSpot.com/cartoons
  • 46. Get Into the Content Mindset
    • 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
    Flick Photo: Cindiann
  • 52. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 53. Social Media Is Now a Staple
    Flickr: anitacanita
    Flickr: sierravalleygirl
    • 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
  • 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
  • 61. PR, Social-Media Style
    Elapsed Time:
    50 Minutes
  • 62. Social Media Drives Leads
    HubSpot Social Media Leads
    Twitter is largest category, at >40% of HubSpot’s total social media leads.
  • 63. How to Get Started
    Listen
    Share Your Content
    Listen More
    Build Relationships
  • 64. Start Listening
    Places to listen
    • Search.Twitter.com
    • 65. google.com/blogsearch
    • 66. Technorati.com
    • 67. Existing blogs
    • 68. Industry Twitterers
    • 69. Twitter.grader.com
  • Start Engaging
    • Facebook Discussions
    • 70. LinkedIn Answers
    • 71. What’s relevant in your industry?
  • Share Your Content
  • 72. What Gets Shared?
    Rarely
    Shared
    Frequently
    Shared
    • Product info
    • 73. Free trials
    • 74. Software documentation
    • 75. New data
    • 76. Funny videos
    • 77. Top-notch blog posts
  • Blogging Increases Twitter Reach
  • 78. Social Media Is Now Part of SEO
    Results from Twitter
  • 79. SEO
    Social Media
    Blog
    Flickr: Storm Crypt
  • 80. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 81. Assess Search Engine Optimization
    www.websitegrader.com
  • 82. Track Blog Subscriptions
  • 83. Track the Whole Funnel
    Website Visitors
    Leads
    Customers
  • 84. Track the Funnel, by Channel
    Blog
    Paid Media
    SEO
    Leads
    Leads
    Leads
    Customers
    Customers
    Customers
  • 85. How to Track Your Funnel
    Track visitors.
  • 86. How to Track Your Funnel
    How to Track Your Funnel
    Track leads.
  • 87. How to Track Your Funnel
    How to Track Your Funnel
    Track customers.
  • 88. Why Tracking Channels Is Critical
  • 89. Be Wary of Siloed Analysis
  • 90. Be Wary of Siloed Analysis
  • 91. Final Thoughts …
  • 92. Traditional Sales
  • 93. Inbound Sales
  • 94. SEO
    Social Media
    Sales
    Blog
    Flickr: Storm Crypt
  • 95. Can You Put the Pieces Together?
    d.j.k. on flickr
  • 96. HubSpot Puts the Pieces Together
  • 97. 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