Is Your Business Getting Found?
 

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.

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

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Is Your Business Getting Found? Is Your Business Getting Found? Presentation Transcript

  • 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
  • Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • What’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1600+ customers 95+ employees 1600 customers, 95 3 View slide
  • What HubSpot Software Does 4 View slide
  • 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 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
  • 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. IV Social Media V. How to Measure It
  • How Do You Get to the Top?
  • Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr
  • 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 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
  • How Do You Get Links? Have something worth linking to.
  • Blogging Means More Inbound Links
  • How Google Weights Optimization On P O Page (25%) Off Page (75%) Off-page optimization is critical.
  • Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • A Nice-Looking Restaurant Site
  • Another Nice-Looking Restaurant Site What’s the difference?
  • 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
  • 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 naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR www.webinknow.com
  • 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 services you sell y • Create content that’s useful and interesting to your target personas
  • What Content Channels Are Best? • Blog • Podcast • Videos • Photos Ph t • Presentations • eBooks • News Releases
  • 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
  • Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • Social Media? No Time for That Nonsense!
  • 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
  • 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 Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 41
  • How to Get Started Listen Share Your Content Listen More Li t M Build Relationships
  • 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
  • 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 • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts
  • Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • Assess Search Engine Optimization
  • Track Blog Subscribers
  • What Should You Measure? SEO Content Social Media Measure Measure M Measure Visitors Measure Measure Leads Measure Customers Measure
  • How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 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%
  • 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/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes e e co / c bu es