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The Inbound Marketing Advantage

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A presentation given at the Okiesmart conference in Tulsa, OK on August 26, 2010. Covers inbound marketing, social media, seo and contenting creation.

A presentation given at the Okiesmart conference in Tulsa, OK on August 26, 2010. Covers inbound marketing, social media, seo and contenting creation.

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Transcript

  • 1. The Inbound Marketing Advantage
    Rick Burnes
    Twitter: @rickburnes
    August 26, 2010
    How to use Google, blogs and social media to get found online.
  • 2. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 3. Flickr: nopiedra
    Flickr: Sachaverelle
    SEO
    Blogging
  • 4. Flickr: davecobb
    Social Media
  • 5. Traditional Marketing (Outbound)
  • 6. Marketing Today (Inbound)
  • 7. Declining Traffic for Trade Publications
  • 8. But We’re Now a Trade Publication
  • 9. Best Young Companies? Inbound.
    1950 - 2000
    2000 - 2050
    9
  • 10. Marketing With Budget? Or Brain?
    Flickr: Refracted Moments
    Flickr: Gaetoan Lee
  • 11. www.HubSpot.com/ROI
    More:
  • 12. Why Inbound Is Cheaper
  • 13. What Is Inbound Marketing?
    Website Visitors
    Process
    Tools
    Get Found
    Get Found
    Leads
    Convert
    Convert
    Customers
  • 27. SEO
    Social Media
    Blog
  • 28. SEO
    Social Media
    Blog
    Flickr: Storm Crypt
  • 29. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 30. How Do You Get to the Top?
  • 31. Pick Your Keyword Battles
    Flick Photos: ExtraMedium & Simonstarr
    Fight for “Ninja” …
    or “Ninja Halloween Costume”
  • 32. Two Sides of Optimization
    On-Page
    Off-Page
  • 33. How Do You Get Links?
    Have something worth linking to.
  • 34. Blogging Means More Inbound Links
  • 35. How Google Weighs Optimization
    On Page
    (25%)
    Off Page
    (75%)
    Off-page optimization is critical.
  • 36. SEO
    Blog
    Flickr: Storm Crypt
  • 37. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 38.
  • 39.
  • 40. The Difference?
    Data from website.grader.com and compete.com
  • 41.
  • 42. What Should You Write About?
    (Holly Allison, VP, Marketing, Vico Software)
    (Larry Berezin, COO, NYC Parking Ticket, LLC)
  • 43. Content Attracts the Right People
    Neil Diamond
    Flick Photo: Marciela
  • 44. Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
    What Content Channels Are Best?
  • 45. Create Content That Fits Your Industry
  • 46. HubSpot.com/cartoons
  • 47. Get Into the Content Mindset
    • Make emails into blog posts
    • 48. Turn forum posts into blog posts
    • 49. Shoot videos at events
    • 50. Interview customers for your blog
    • 51. Repurpose company data for public reports
    • 52. Share lessons you learn
    Flick Photo: Cindiann
  • 53. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 54. Social Media Is Now a Staple
    Flickr: anitacanita
    Flickr: sierravalleygirl
  • 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
  • 62. PR, Social-Media Style
    Elapsed Time:
    50 Minutes
  • 63. Social Media Drives Leads
    HubSpot Social Media Leads
    Twitter is largest category, at >40% of HubSpot’s total social media leads.
  • 64. How to Get Started
    Listen
    Share Your Content
    Listen More
    Build Relationships
  • 65. Places to listen
    • Search.Twitter.com
    • 66. google.com/blogsearch
    • 67. Technorati.com
    • 68. Existing blogs
    • 69. Industry Twitterers
    • 70. Twitter.grader.com
    Start Listening
  • 71. Start Engaging
    • Facebook Discussions
    • 72. LinkedIn Answers
    • 73. What’s relevant in your industry?
  • Share Your Content
  • 74. What Gets Shared?
    Rarely
    Shared
    Frequently
    Shared
  • Blogging Increases Twitter Reach
  • 80. Social Media Is Now Part of SEO
    Results from Twitter
  • 81. SEO
    Social Media
    Blog
    Flickr: Storm Crypt
  • 82. Agenda
    About Inbound Marketing
    SEO
    Content
    Social Media
    How to Measure It
  • 83. www.websitegrader.com
    Assess Search Engine Optimization
  • 84. Track Blog Subscriptions
  • 85. Track the Whole Funnel
    Website Visitors
    Leads
    Customers
  • 86. Track the Funnel by Channel
    Blog
    Paid Media
    SEO
    Leads
    Leads
    Leads
    Customers
    Customers
    Customers
  • 87. How to Track Your Funnel
    Track visitors.
  • 88. How to Track Your Funnel
    How to Track Your Funnel
    Track leads.
  • 89. How to Track Your Funnel
    How to Track Your Funnel
    Track customers.
  • 90. Why Tracking Channels Is Critical
  • 91. Be Wary of Siloed Analysis
  • 92. Be Wary of Siloed Analysis
  • 93. Final Thoughts …
  • 94. Traditional Sales
  • 95. Inbound Sales
  • 96. SEO
    Social Media
    Sales
    Blog
    Flickr: Storm Crypt
  • 97. Can You Put the Pieces Together?
    d.j.k. on flickr
  • 98. HubSpot Puts the Pieces Together
  • 99. 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