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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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Rethinking Marketing: Inbound Marketing to Grow Your Business Presentation Transcript

  • 1. Rethinking Marketing: Inbound Marketing to Grow Your Business MIT Sloan Alumni Club of Boston (#mitsacb) September 14th, 2010 Mark Roberge HubSpot @markroberge
  • 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. Outbound Marketing 3 @markroberge
  • 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson 4 @markroberge
  • 5. Inbound Marketing Blog SEO Social Media 5 @markroberge
  • 6. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 7. Why Inbound Is Cheaper 7 @markroberge
  • 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. 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. How Do You Get to the Top? History of SEO
  • 11. Inbound Marketing – One Strategy not Three Blog SEO Social Media 11 @markroberge
  • 12. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority 12 @markroberge
  • 13. Two Sides of Optimization On-Page Off-Page (Context) (Authority) 13
  • 14. On-Page SEO (Context) • Page Title • Clean URL • Headers • Description 14 @markroberge
  • 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. The Long Tail The New Marketplace Popularity Head Long Tail Keywords 16 @markroberge
  • 17. SEO Tips from Website Grader Lessons from 2,084,563 websites 17 @markroberge
  • 18. Where is Search Going? PERSONALIZATION REAL-TIME BEYOND SEARCH ENGINES
  • 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. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 21. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 22. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 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. Who Has Time for Blogging? Domain Knowledge Blog Success Writing Skills Time
  • 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. 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. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 28. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 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. Focus Participation on Digital Influencers 3030 @markroberge
  • 31. Distribute Your Content 31
  • 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. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 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. Blogs and Social Media are for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 36. Never let website visitors guess what to do next. 36 @markroberge
  • 37. How Does HubSpot Convert Visitors? 37
  • 38. Offer – WIIFM?
  • 39. Offer – WIIFM?
  • 40. Offer – WIIFM? • Whitepapers / eBooks • Research / Studies • Free Tools • Trials & Samples • NOT “Contact Us” • Value must be greater than the cost…
  • 41. Landing Pages
  • 42. Limited Navigation 42 @markroberge
  • 43. Keep It Short 32% 53% Conversion Conversion
  • 44. Don’t Put Form Below the Fold
  • 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. 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. Invest More in Channels that Work 47
  • 48. Measure Total Reach, Not Size of Email Database 48
  • 49. Final Thoughts … 4949 @markroberge
  • 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. What is HubSpot? • Founded in 2006 from research at MIT • Over 3,100 customers • 180+ employees
  • 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. Thank You! #mitsacb Mark Roberge HubSpot @markroberge
  • 54. More on HubSpot Product
  • 55. Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader 55 @markroberge
  • 56. Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing 56 @markroberge
  • 57. Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling • Lead Nurturing 57 @markroberge
  • 58. Tools to Analyze: Competitor Tracking 58 @markroberge
  • 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