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Mapping the Inbound Marketing Ecosystem

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A presentation on Inbound Marketing, SEO, social media, and content, and how it all works together. A presentation by Rick Burnes at the Social Business Boot Camp in Dallas, TX on March 4, 2010: …

A presentation on Inbound Marketing, SEO, social media, and content, and how it all works together. A presentation by Rick Burnes at the Social Business Boot Camp in Dallas, TX on March 4, 2010: http://www.socialbusinessbootcamp.com/

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  • 1. Mapping the Inbound Marketing Ecosystem How to use Google, blogs and social media to get found online. Rick Burnes Twitter: @rickburnes March 4, 2010
  • 2. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 3. We’ve Seen a Lot of Marketing Hairstyles Flickr: nopiedra Flickr: Sachaverelle SEO 3
  • 4. Is This Just Another Hairstyle? Flickr: davecobb 4
  • 5. This Ain’t No Haircut! Wikipedia Tesla Motors 5
  • 6. How Do You Navigate a Complex Landscape? A Map! Flickr: WanderingtheWorld 6
  • 7. Traditional Marketing (Outbound) 7
  • 8. Marketing Today (Inbound) 8
  • 9. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 9 9
  • 10. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  • 11. Outbound Is Expensive 11
  • 12. Inbound Is Cheaper
  • 13. Why Inbound Is Cheaper
  • 14. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 14
  • 15. SEO Social Media Blog Flickr: WanderingtheWorld 15
  • 16. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 17. How Do You Get to the Top?
  • 18. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 18
  • 19. Two Sides of Optimization On-Page Off-Page 19
  • 20. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 21. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 22. Optimize (Off-Page) • Recommendations from friends 1. “I know HubSpot” 2. “HubSpot sells great marketing software” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  • 23. How Do You Get Links? Have something worth linking to.
  • 24. Blogging Means More Inbound Links 24
  • 25. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 25
  • 26. SEO Blog Flickr: WanderingtheWorld 26
  • 27. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 28. A Nice-Looking Restaurant Site
  • 29. Another Nice-Looking Restaurant Site What’s the difference?
  • 30. 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
  • 31. How Many Tickets Do You Have?
  • 32. What Should You Write About? Topics that attract Holly & Larry – your business’ target personas! (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC) 32
  • 33. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 34. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 35. Don’t Talk About Your Product HubSpot.com/cartoons
  • 36. 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
  • 37. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 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 38
  • 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. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 41. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 41
  • 42. How to Get Started Listen Share Your Content Listen More Build Relationships
  • 43. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com 43
  • 44. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 45. Distribute Your Content 45
  • 46. Conversation & Distribution Conversation AND Distribution 46
  • 47. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 47
  • 48. Blogging Increases Twitter Reach 48
  • 49. Twitter Plays a Bigger SEO Role Results from Twitter 49
  • 50. SEO Social Media Blog Flickr: WanderingtheWorld 50
  • 51. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 52. Assess Search Engine Optimization http://websitegrader.com/
  • 53. Measure Blog Subscriptions • A measure of you blog’s total reach • A “sticky” number
  • 54. Track the Whole Funnel Website Visitors Leads Customers 54
  • 55. How to Track Your Funnel Track visitors. 55
  • 56. How to Track Your Funnel Track leads. 56
  • 57. How to Track Your Funnel Track customers. 57
  • 58. Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 58
  • 59. Why Tracking Via Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% 59
  • 60. Final Thoughts … 60
  • 61. It’s an Ecosystem SEO Social Media Blog Flickr: WanderingtheWorld 61
  • 62. Build Leverage 62
  • 63. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 63
  • 64. HubSpot Puts the Pieces Together 64
  • 65. 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