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Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
Mapping the Inbound Marketing Ecosystem
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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

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