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The Future of Marketingis Inbound Marketing<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />
Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
More Bad News…<br />
The Good News…<br />
Inbound Marketing<br />
Inbound Gives Leverage<br />
Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
NY Parking Tickets<br />Blogging + SEO + Social Media<br /><ul><li>7x more website visitors
25x more visitors from Google
8x more links to website</li></ul>Website Visitors<br />
Music Videos<br /><ul><li>Video</li></ul>40,000 views first week<br />10,000 views first day<br /><ul><li>Social Media</li...
BlendTec - Will It Blend?<br />Videos + Social Media<br />55,000 inbound links<br />83,000 YouTube subscribers<br />500+ F...
Questions to ask yourself...<br />
How am I expanding my online footprint?<br />
Am I publishing<br />share-worthy content?<br />
How can I start and join relevant conversations?<br />
Am I present<br />everywhere that people<br />discuss my industry?<br />
Stop thinking like a<br />marketer or advertiser.<br />
Start thinking like a<br />publisher and socializer.<br />
Some Ideas…<br />Flickr: Gaetoan Lee<br />
Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
Publish Everywhere<br />
Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
1,000’s of Tweets about report - Twitter drove 30% of traffic<br />Link-Worthy & Share-Worthy<br />
What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
 Free trials
 Software documentation
 New market data
 Educational content
 Top-notch blog posts</li></li></ul><li>Make Sharing Easy<br />
Twitter for Customer Service<br />http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm<br />
Social Media is Personal<br />Are you going to let Comcast<br />provide more<br />personal<br />service than you do?<br />
What about Best Buy?<br />
1-1 Personal Service & Advice<br />
Home Depot on Facebook<br />
Personal Profile vs. Business Page<br />Set up a Personal Profile first and then create a Business Page that you will admi...
Create an Engaging Presence<br />Events<br />Videos<br />Discussions<br />Photos<br />Blog Articles<br />
Go Viral – Leverage News Feed<br />News Feed shows updates on your and your friends’ activity<br />First thing you see whe...
Draw on Your Network<br />
Twitter.Grader.com Keyword Search<br />
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The Future of Marketing is Inbound Marketing

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What is the future of marketing? How will inbound marketing change how you reach new customers? Learn about inbound marketing and social media marketing and blogging to expand your brand and sales. (Brandsource Convention Presentation by Mike Volpe.)

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  • saw the embedded video... its slick ... and cool

    one suggestion - the video on the last slide is too deep into the presentation. For better impact, you might move this to slide 1 or slide 2... thats likely to create a far more engaging viewer experience...

    in case you put it on slide 1, the video will now actually autoplay on pageload (we've recently introduced it)... you may or may not want that...


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  • Business accounts are meant to JUST manage your Business Page and ads – you don’t show up in searches, you can’t interact with or view other people’s profiles, and you’re limited to only managing your Business Page and AdsAdd personality and humanize your brand.We’ll talk more about Business Pages later… but you can add as many admins as you want, and admins don’t show up on the Page except among other Fans.
  • To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
  • -email your opt-in mailing list-include link in your email signature-blog about yourfacebook page-post a link or badge on your website or blog
  • Facebook SearchNot a lot you can do – mostly based on # fans, the more fans you have, the higher you will rank in searchesYour Page name also plays a part, so some companies choose to include a couple of keywords in their Page name. However, don’t go overboard and realize you’re committing to the full name forever (you can’t really change this later on).Public Search-Facebook is now doing a lot to help get its pages indexed by search engines like Google.PersonalSettings -> Privacy Settings -> SearchBusinessPage -> Edit Page -> Settings
  • Transcript of "The Future of Marketing is Inbound Marketing"

    1. 1. The Future of Marketingis Inbound Marketing<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
    2. 2. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
    3. 3. Outbound Marketing<br />
    4. 4. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
    5. 5. More Bad News…<br />
    6. 6. The Good News…<br />
    7. 7. Inbound Marketing<br />
    8. 8. Inbound Gives Leverage<br />
    9. 9. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
    10. 10. NY Parking Tickets<br />Blogging + SEO + Social Media<br /><ul><li>7x more website visitors
    11. 11. 25x more visitors from Google
    12. 12. 8x more links to website</li></ul>Website Visitors<br />
    13. 13. Music Videos<br /><ul><li>Video</li></ul>40,000 views first week<br />10,000 views first day<br /><ul><li>Social Media</li></ul>#1 source = StumbleUpon<br />#2 source = Twitter<br />#3 source = Facebook<br /><ul><li>SEO</li></ul>Page 1 for “inbound marketing”<br />50+ inbound links to blog article<br />
    14. 14. BlendTec - Will It Blend?<br />Videos + Social Media<br />55,000 inbound links<br />83,000 YouTube subscribers<br />500+ Facebook groups<br />5 Digg front page stories<br />3x Sales Increase<br />
    15. 15. Questions to ask yourself...<br />
    16. 16. How am I expanding my online footprint?<br />
    17. 17. Am I publishing<br />share-worthy content?<br />
    18. 18. How can I start and join relevant conversations?<br />
    19. 19. Am I present<br />everywhere that people<br />discuss my industry?<br />
    20. 20. Stop thinking like a<br />marketer or advertiser.<br />
    21. 21. Start thinking like a<br />publisher and socializer.<br />
    22. 22. Some Ideas…<br />Flickr: Gaetoan Lee<br />
    23. 23. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    24. 24. Publish Everywhere<br />
    25. 25. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
    26. 26. 1,000’s of Tweets about report - Twitter drove 30% of traffic<br />Link-Worthy & Share-Worthy<br />
    27. 27. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
    28. 28. Free trials
    29. 29. Software documentation
    30. 30. New market data
    31. 31. Educational content
    32. 32. Top-notch blog posts</li></li></ul><li>Make Sharing Easy<br />
    33. 33. Twitter for Customer Service<br />http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm<br />
    34. 34. Social Media is Personal<br />Are you going to let Comcast<br />provide more<br />personal<br />service than you do?<br />
    35. 35. What about Best Buy?<br />
    36. 36. 1-1 Personal Service & Advice<br />
    37. 37. Home Depot on Facebook<br />
    38. 38. Personal Profile vs. Business Page<br />Set up a Personal Profile first and then create a Business Page that you will administer<br />Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)<br />
    39. 39. Create an Engaging Presence<br />Events<br />Videos<br />Discussions<br />Photos<br />Blog Articles<br />
    40. 40. Go Viral – Leverage News Feed<br />News Feed shows updates on your and your friends’ activity<br />First thing you see when you log in<br />Your updates show on your profile “Wall”<br />Allow users to engage with you – each activity is shared with their network<br />
    41. 41. Draw on Your Network<br />
    42. 42. Twitter.Grader.com Keyword Search<br />
    43. 43. Search.Twitter.com<br />
    44. 44. Optimize for Search<br />Facebook Search<br />Based on # Fans<br /><ul><li>Public Search
    45. 45. Check your settings</li></li></ul><li>Advertise on Facebook<br />http://www.facebook.com/advertising/<br />Note: You must be logged in to create an ad<br />
    46. 46. Measure Friends, Fans, Activity<br />
    47. 47. Additional Resources<br />Facebook Marketing eBook<br />http://www.hubspot.com/facebook-for-business-marketing-hub/<br />Twitter Marketing eBook<br />http://www.hubspot.com/twitter-marketing-hub/<br />Social Media Marketing Kit<br />http://www.hubspot.com/twitter-marketing-hub/<br />Blog: http://Blog.HubSpot.com<br />
    48. 48. Thank You!<br />Today’s slides & more resources:<br />www.MikeVolpe.com/BrandSource<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />

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