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Rethinking Marketing: Inbound Marketing to
Grow Your Business
MIT Sloan Alumni Club of Boston (#mitsacb)
September 14th, 2...
Agenda


             I. Intro to Inbound Marketing
             II. SEO in 2010
             III. Blogging for Lead Gener...
Outbound Marketing




3 @markroberge
Outbound Marketing is Harder

                               800-555-1234
                               Annoying
        ...
Inbound Marketing


            Blog    SEO   Social Media




5 @markroberge
Inbound Leads Cost 60% Less Than Outbound Leads




        Source: survey of hundreds of businesses: HubSpot.com/ROI
Why Inbound Is Cheaper




7 @markroberge
Reading List Suggestion

                           Inbound Marketing:
                          Get Found using Google,
 ...
Agenda


             I. Intro to Inbound Marketing
             II. SEO in 2010
             III. Blogging for Lead Gener...
How Do You Get to the Top? History of SEO
Inbound Marketing – One Strategy not Three


            Blog       SEO        Social Media




11 @markroberge
SEO = Context and Authority




      Ranking Algorithm:
    f(n): Context + Authority
12 @markroberge
Two Sides of Optimization




        On-Page              Off-Page
        (Context)            (Authority)

13
On-Page SEO (Context)


• Page Title

• Clean URL

• Headers


• Description


14 @markroberge
Off-Page SEO (Authority)

• Recommendations from friends
   1. “I know Mark Roberge”
   2. “Mark Roberge is a marketing ex...
The Long Tail



                           The New Marketplace
           Popularity




                        Head



...
SEO Tips from Website Grader




       Lessons from 2,084,563 websites



17 @markroberge
Where is Search Going?

PERSONALIZATION          REAL-TIME




        BEYOND SEARCH ENGINES
Agenda


          I. Intro to Inbound Marketing
          II. SEO in 2010
          III. Blogging for Lead Generation
   ...
Create Great Content by Blogging




       Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Links




       Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Visitors




       Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Versus Blogging with a Purpose




    •   Use keyword tool to drive blog topic selection
    •   Configure blog ...
Who Has Time for Blogging?



                          Domain
                         Knowledge




                    ...
Get Into the Content Mindset


                          • Make emails into blog posts
                          • Turn fo...
How Often Should You Blog?


                      Sep-09     Oct-09     Nov-09       Dec-09       Jan-10       Feb-10

  ...
Most Business Blogs Post Weekly




         Source: survey of hundreds of businesses: HubSpot.com/ROI
More Blogging Increases Results




         Source: survey of hundreds of businesses: HubSpot.com/ROI
Agenda


          I. Intro to Inbound Marketing
          II. SEO in 2010
          III. Blogging for Lead Generation
   ...
Focus Participation on Digital Influencers




3030 @markroberge
Distribute Your Content




31
How to Participate

     WHAT NOT TO DO          WHAT TO DO

  • Give your company   • Educate / answer their
    elevator...
Blogging Drives Social Success




         Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Agenda


          I. Intro to Inbound Marketing
          II. SEO in 2010
          III. Blogging for Lead Generation
   ...
Blogs and Social Media are for Leads and Sales




         Source: survey of hundreds of businesses: HubSpot.com/ROI
Never let website visitors
          guess what to do next.


36 @markroberge
How Does HubSpot Convert Visitors?




37
Offer – WIIFM?
Offer – WIIFM?
Offer – WIIFM?
 •   Whitepapers / eBooks
 •   Research / Studies
 •   Free Tools
 •   Trials & Samples

 • NOT “Contact Us...
Landing Pages
Limited Navigation




42 @markroberge
Keep It Short




                  32%          53%
                Conversion   Conversion
Don’t Put Form Below the Fold
Agenda


          I. Intro to Inbound Marketing
          II. SEO in 2010
          III. Blogging for Lead Generation
   ...
Track the Whole Funnel for Each Channel


                                                      Social Media
      SEO Vis...
Invest More in Channels that Work




47
Measure Total Reach, Not Size of Email Database




48
Final Thoughts …




4949 @markroberge
What is HubSpot?


 Lead        Landing              Social
                        SEO                 CMS       Blog    ...
What is HubSpot?

• Founded in 2006 from research at MIT
• Over 3,100 customers
• 180+ employees
Additional Resources

    Grade your website at
    www.WebsiteGrader.com
    Read the Inbound Marketing Book
    www.Inbo...
Thank You!
#mitsacb




           Mark Roberge
           HubSpot
           @markroberge
More on HubSpot Product
Tools to Get Found: SEO


                          • Keyword Grader
                          • Link Grader
             ...
Tools to Get Found: Blog & Social Media

                       • Business Blog
                         Software
        ...
Tools to Convert: Leads


                          •   Landing Pages
                          •   Lead Intelligence
    ...
Tools to Analyze: Competitor Tracking




58 @markroberge
Tools to Analyze: Marketing Campaigns




            • Assess the effectiveness of your marketing on a
              camp...
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Rethinking Marketing: Inbound Marketing to Grow Your Business

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  • Mark Roberge is an intelligent and effective communicator. He is passionate about In bound Marketing which is a very important breakthrough concept. Done well, IM can make the difference between success and suffering for SMEs in the tsunami of global competition.

    -Ken Morse
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Transcript of "Rethinking Marketing: Inbound Marketing to Grow Your Business"

  1. 1. Rethinking Marketing: Inbound Marketing to Grow Your Business MIT Sloan Alumni Club of Boston (#mitsacb) September 14th, 2010 Mark Roberge HubSpot @markroberge
  2. 2. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 2
  3. 3. Outbound Marketing 3 @markroberge
  4. 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson 4 @markroberge
  5. 5. Inbound Marketing Blog SEO Social Media 5 @markroberge
  6. 6. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI
  7. 7. Why Inbound Is Cheaper 7 @markroberge
  8. 8. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com 8 @markroberge
  9. 9. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 9
  10. 10. How Do You Get to the Top? History of SEO
  11. 11. Inbound Marketing – One Strategy not Three Blog SEO Social Media 11 @markroberge
  12. 12. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority 12 @markroberge
  13. 13. Two Sides of Optimization On-Page Off-Page (Context) (Authority) 13
  14. 14. On-Page SEO (Context) • Page Title • Clean URL • Headers • Description 14 @markroberge
  15. 15. Off-Page SEO (Authority) • Recommendations from friends 1. “I know Mark Roberge” 2. “Mark Roberge is a marketing expert” 3. Seth Godin: Mark Roberge is a marketing expert • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from the Wall Street Journal
  16. 16. The Long Tail The New Marketplace Popularity Head Long Tail Keywords 16 @markroberge
  17. 17. SEO Tips from Website Grader Lessons from 2,084,563 websites 17 @markroberge
  18. 18. Where is Search Going? PERSONALIZATION REAL-TIME BEYOND SEARCH ENGINES
  19. 19. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 19
  20. 20. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  21. 21. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  22. 22. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  23. 23. Blogging Versus Blogging with a Purpose • Use keyword tool to drive blog topic selection • Configure blog with On-Page SEO in mind • Include target long tail keywords in blog article titles • Think of blog articles as link bait • Think of blog articles as an army of sales people working for you forever
  24. 24. Who Has Time for Blogging? Domain Knowledge Blog Success Writing Skills Time
  25. 25. 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 25 @markroberge
  26. 26. How Often Should You Blog? Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10 Articles 21 30 36 54 54 58 Avg. Views / Article 1,137 1,304 1,305 864 1,522 1,447 Avg. Links / Article 11 11 7 4 8 4 Avg. Comments / Article 12 15 15 11 18 13 2626 @markroberge
  27. 27. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
  28. 28. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  29. 29. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 29
  30. 30. Focus Participation on Digital Influencers 3030 @markroberge
  31. 31. Distribute Your Content 31
  32. 32. How to Participate WHAT NOT TO DO WHAT TO DO • Give your company • Educate / answer their elevator pitch question • Talk about your • Promote other good product features content • Bash your • Get your subject matter competition experts involved 3232 @markroberge
  33. 33. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  34. 34. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 34
  35. 35. Blogs and Social Media are for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  36. 36. Never let website visitors guess what to do next. 36 @markroberge
  37. 37. How Does HubSpot Convert Visitors? 37
  38. 38. Offer – WIIFM?
  39. 39. Offer – WIIFM?
  40. 40. Offer – WIIFM? • Whitepapers / eBooks • Research / Studies • Free Tools • Trials & Samples • NOT “Contact Us” • Value must be greater than the cost…
  41. 41. Landing Pages
  42. 42. Limited Navigation 42 @markroberge
  43. 43. Keep It Short 32% 53% Conversion Conversion
  44. 44. Don’t Put Form Below the Fold
  45. 45. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 45
  46. 46. 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 46
  47. 47. Invest More in Channels that Work 47
  48. 48. Measure Total Reach, Not Size of Email Database 48
  49. 49. Final Thoughts … 4949 @markroberge
  50. 50. What is HubSpot? Lead Landing Social SEO CMS Blog Leads Analytics Expertise Nurture Pages Media On- Web Word Lead Mktg Eloqua Radian6 Drupal Google Dialog CEO Press Lander Profs Manti- Web Buzz Core Mktg Marketo Ektron Blogger VTrenz core Position Metrics Metrics Sherpa HubSpot 50 @markroberge
  51. 51. What is HubSpot? • Founded in 2006 from research at MIT • Over 3,100 customers • 180+ employees
  52. 52. Additional Resources Grade your website at www.WebsiteGrader.com Read the Inbound Marketing Book www.InboundBook.com Take the free Inbound Marketing training www.InboundMarketing.com Start your free trial of HubSpot software www.HubSpot.com/free-trial
  53. 53. Thank You! #mitsacb Mark Roberge HubSpot @markroberge
  54. 54. More on HubSpot Product
  55. 55. Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader 55 @markroberge
  56. 56. Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing 56 @markroberge
  57. 57. Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling • Lead Nurturing 57 @markroberge
  58. 58. Tools to Analyze: Competitor Tracking 58 @markroberge
  59. 59. Tools to Analyze: Marketing Campaigns • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales 59 @markroberge
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