Mapping the Inbound Marketing Ecosystem

1,403 views
1,311 views

Published on

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/

Published in: Business, Technology
0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,403
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
44
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Mapping the Inbound Marketing Ecosystem

  1. 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. 2. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  3. 3. We’ve Seen a Lot of Marketing Hairstyles Flickr: nopiedra Flickr: Sachaverelle SEO 3
  4. 4. Is This Just Another Hairstyle? Flickr: davecobb 4
  5. 5. This Ain’t No Haircut! Wikipedia Tesla Motors 5
  6. 6. How Do You Navigate a Complex Landscape? A Map! Flickr: WanderingtheWorld 6
  7. 7. Traditional Marketing (Outbound) 7
  8. 8. Marketing Today (Inbound) 8
  9. 9. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 9 9
  10. 10. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  11. 11. Outbound Is Expensive 11
  12. 12. Inbound Is Cheaper
  13. 13. Why Inbound Is Cheaper
  14. 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. 15. SEO Social Media Blog Flickr: WanderingtheWorld 15
  16. 16. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  17. 17. How Do You Get to the Top?
  18. 18. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 18
  19. 19. Two Sides of Optimization On-Page Off-Page 19
  20. 20. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  21. 21. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  22. 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. 23. How Do You Get Links? Have something worth linking to.
  24. 24. Blogging Means More Inbound Links 24
  25. 25. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 25
  26. 26. SEO Blog Flickr: WanderingtheWorld 26
  27. 27. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  28. 28. A Nice-Looking Restaurant Site
  29. 29. Another Nice-Looking Restaurant Site What’s the difference?
  30. 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. 31. How Many Tickets Do You Have?
  32. 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. 33. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  34. 34. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  35. 35. Don’t Talk About Your Product HubSpot.com/cartoons
  36. 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. 37. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  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 38
  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 Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads. 41
  42. 42. How to Get Started Listen Share Your Content Listen More Build Relationships
  43. 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. 44. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  45. 45. Distribute Your Content 45
  46. 46. Conversation & Distribution Conversation AND Distribution 46
  47. 47. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 47
  48. 48. Blogging Increases Twitter Reach 48
  49. 49. Twitter Plays a Bigger SEO Role Results from Twitter 49
  50. 50. SEO Social Media Blog Flickr: WanderingtheWorld 50
  51. 51. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  52. 52. Assess Search Engine Optimization http://websitegrader.com/
  53. 53. Measure Blog Subscriptions • A measure of you blog’s total reach • A “sticky” number
  54. 54. Track the Whole Funnel Website Visitors Leads Customers 54
  55. 55. How to Track Your Funnel Track visitors. 55
  56. 56. How to Track Your Funnel Track leads. 56
  57. 57. How to Track Your Funnel Track customers. 57
  58. 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. 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. 60. Final Thoughts … 60
  61. 61. It’s an Ecosystem SEO Social Media Blog Flickr: WanderingtheWorld 61
  62. 62. Build Leverage 62
  63. 63. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 63
  64. 64. HubSpot Puts the Pieces Together 64
  65. 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

×