0
Is Your Business Getting Found?
How to use Google, blogs and social media to get found.




Rick Burnes
Twitter: @rickb rn...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.
      ...
What’s HubSpot?




     • Founded in July 2006 from research at MIT
                     y
     • Cambridge, MA
     • 16...
What HubSpot Software Does




4
Traditional Marketing (Outbound)




5
Marketing Today (Inbound)




6
How Do the Best New Companies Market?


            1950 - 2000             2000 - 2050




7
7
Outbound Marketing in Action
Inbound Marketing in Action
What Is Inbound Marketing?

       Process    Website Visitors        Tools
     Get Found                       Get F
   ...
Inbound Is Cheaper
Why It’s Cheaper
Build an Asset




 Flick Photo: Thomas Hawk
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.
      ...
How Do You Get to the Top?
Pick Your Keyword Battles




                 Fight for “Ninja” …     or “Ninja Halloween Costume”

Flick Photos: ExtraMe...
Two Sides of Optimization




       On-Page
       O P                  Off-Page
                            Off
Optimize “On Page”


• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
Half of On-Page SEO Is Invisible

• Description



• Keywords


• Alt text on images
Optimize (Off-Page)

• Recommendations from friends
   1. I
   1 “I know Rick Burnes”
                  Burnes
   2. “Rick...
How Do You Get Links?




             Have something worth linking to.
Blogging Means More Inbound Links
How Google Weights Optimization




                 On P
                 O Page
                  (25%)


              ...
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    SEO
         III.   Content
         IV.
         ...
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site




                    What’s the difference?
Blog = Better SEO, More Traffic



                               Website      Google            Monthly Unique
          ...
How Many Tickets Do You Have?
More Indexed Pages




29
More Visitors




30
What Kind of Content?


                         “The kind of online content
                           that your buyers n...
Content Attracts the Right People




                         Neil Diamond




 Flick Photo: Marciela
A Word of Caution



• B i
  Business content DOES NOT mean
                 t t
  content about the products and
  servic...
What Content Channels Are Best?


•   Blog
•   Podcast
•   Videos
•   Photos
    Ph t
•   Presentations
•   eBooks
•   New...
Get Into the Content Mindset


                        • Make emails into blog posts
                        • Turn forum ...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.
      ...
Social Media? No Time for That Nonsense!
Social Media Is Now a Staple




 Flickr: anitacanita                 Flickr: sierravalleygirl


              • Unmeasure...
PR, Social-Media Style


                       Need to urgently speak with a business that is very
                      ...
PR, Social-Media Style




  Elapsed Time:
   50 Minutes
Social Media Drives Real Traffic

               HubSpot Blog Referrals (Q1 & Q2 2009)




                 >15% Social Me...
How to Get Started




                               Listen




     Share Your Content

                                ...
What Are They Saying About You?



                                  Places to listen
                                  • ...
Participate in Q&A

• Facebook
  Discussions

• Yahoo! Answers

• LinkedIn Q&A
  and Discussions
Distribute Your Content
Conversation & Distribution




 Conversation

         AND



  Distribution
Good Content Spreads
What Gets Shared?


 Rarely                           Frequently
 Shared                              Shared




 • Produc...
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.
      ...
Assess Search Engine Optimization
Track Blog Subscribers
What Should You Measure?

                   SEO         Content       Social Media
Measure
                              ...
How to Track Your Funnel




        Track visitors.   Track leads.   Track customers.
Track Conversions

                          Traffic to HubSpot.com




                          Selected Channels

     ...
Case Study: Reynolds Golf Academy




      •
The Results



Blog
Subscribers




 Site Visitors
 &L d
   Leads
Final Thoughts …
Fi l Th    ht
Build Leverage
Who Knows How to Put All the Pieces Together?




                                          d.j.k. on flickr
HubSpot Puts the Pieces Together
Thank You!
Sg
Sign up for a free trial o HubSpot:
         o      ee a of ubSpo
www.hubspot.com/free-trial/



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Is Your Business Getting Found?

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Learn how to use Google, blogs, and social media to get found online by more potential customers.

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Transcript of "Is Your Business Getting Found?"

  1. 1. Is Your Business Getting Found? How to use Google, blogs and social media to get found. Rick Burnes Twitter: @rickb rnes T itter @rickburnes September 10, 2009
  2. 2. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  3. 3. What’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1600+ customers 95+ employees 1600 customers, 95 3
  4. 4. What HubSpot Software Does 4
  5. 5. Traditional Marketing (Outbound) 5
  6. 6. Marketing Today (Inbound) 6
  7. 7. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 7 7
  8. 8. Outbound Marketing in Action
  9. 9. Inbound Marketing in Action
  10. 10. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get F G t Found d • Publish • Content Mgmt • Promote • Blogging • Optimize • S i l M di Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages L di P • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 10
  11. 11. Inbound Is Cheaper
  12. 12. Why It’s Cheaper
  13. 13. Build an Asset Flick Photo: Thomas Hawk
  14. 14. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  15. 15. How Do You Get to the Top?
  16. 16. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr
  17. 17. Two Sides of Optimization On-Page O P Off-Page Off
  18. 18. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  19. 19. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  20. 20. Optimize (Off-Page) • Recommendations from friends 1. I 1 “I know Rick Burnes” Burnes 2. “Rick Burnes is a top notch marketer” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  21. 21. How Do You Get Links? Have something worth linking to.
  22. 22. Blogging Means More Inbound Links
  23. 23. How Google Weights Optimization On P O Page (25%) Off Page (75%) Off-page optimization is critical.
  24. 24. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  25. 25. A Nice-Looking Restaurant Site
  26. 26. Another Nice-Looking Restaurant Site What’s the difference?
  27. 27. Blog = Better SEO, More Traffic Website Google Monthly Unique Grade Indexed Visitors Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  28. 28. How Many Tickets Do You Have?
  29. 29. More Indexed Pages 29
  30. 30. More Visitors 30
  31. 31. What Kind of Content? “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
  32. 32. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  33. 33. A Word of Caution • B i Business content DOES NOT mean t t content about the products and services you sell y • Create content that’s useful and interesting to your target personas
  34. 34. What Content Channels Are Best? • Blog • Podcast • Videos • Photos Ph t • Presentations • eBooks • News Releases
  35. 35. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  36. 36. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  37. 37. Social Media? No Time for That Nonsense!
  38. 38. Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun
  39. 39. 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
  40. 40. PR, Social-Media Style Elapsed Time: 50 Minutes
  41. 41. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 41
  42. 42. How to Get Started Listen Share Your Content Listen More Li t M Build Relationships
  43. 43. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com T h ti • Existing blogs • Industry Twitterers • Twitter.grader.com
  44. 44. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  45. 45. Distribute Your Content
  46. 46. Conversation & Distribution Conversation AND Distribution
  47. 47. Good Content Spreads
  48. 48. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts
  49. 49. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  50. 50. Assess Search Engine Optimization
  51. 51. Track Blog Subscribers
  52. 52. What Should You Measure? SEO Content Social Media Measure Measure M Measure Visitors Measure Measure Leads Measure Customers Measure
  53. 53. How to Track Your Funnel Track visitors. Track leads. Track customers.
  54. 54. Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Techcrunch 504 75 15% 6 1.2% ZDnet 511 28 5% 1 0.2%
  55. 55. Case Study: Reynolds Golf Academy •
  56. 56. The Results Blog Subscribers Site Visitors &L d Leads
  57. 57. Final Thoughts … Fi l Th ht
  58. 58. Build Leverage
  59. 59. Who Knows How to Put All the Pieces Together? d.j.k. on flickr
  60. 60. HubSpot Puts the Pieces Together
  61. 61. Thank You! Sg Sign up for a free trial o HubSpot: o ee a of ubSpo www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes e e co / c bu es
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