Rethinking Marketing: Inbound Marketing to Grow Your Business

Rethinking Marketing: Inbound Marketing to Grow Your Business MIT Sloan Alumni Club of Boston (#mitsacb) September 14th, 2010 Mark Roberge HubSpot @markroberge

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

Outbound Marketing 3 @markroberge

Outbound Marketing is Harder 800-555-1234 Annoying Salesperson 4 @markroberge

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, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com 8 @markroberge

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 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

The Long Tail The New Marketplace Popularity Head Long Tail Keywords 16 @markroberge

SEO Tips from Website Grader Lessons from 2,084,563 websites 17 @markroberge

Where is Search Going? PERSONALIZATION REAL-TIME BEYOND SEARCH ENGINES

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 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

Who Has Time for Blogging? Domain Knowledge Blog Success Writing Skills Time

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

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

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

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 pitch question • Talk about your • Promote other good product features content • Bash your • Get your subject matter competition experts involved 3232 @markroberge

Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

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? • Whitepapers / eBooks • Research / Studies • Free Tools • Trials & Samples • NOT “Contact Us” • Value must be greater than the cost…

Landing Pages

Limited Navigation 42 @markroberge

Keep It Short 32% 53% Conversion Conversion

Don’t Put Form Below the Fold

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

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 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

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.InboundBook.com Take the free Inbound Marketing training www.InboundMarketing.com Start your free trial of HubSpot software www.HubSpot.com/free-trial

Thank You! #mitsacb Mark Roberge HubSpot @markroberge

Rethinking Marketing: Inbound Marketing to Grow Your Business

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