The Inbound Marketing Advantage<br />Rick Burnes<br />Twitter: @rickburnes<br />August 26, 2010<br />How to use Google, bl...
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
Flickr: nopiedra<br />Flickr: Sachaverelle<br />SEO<br />Blogging<br />
Flickr: davecobb <br />Social Media<br />
Traditional Marketing (Outbound)<br />
Marketing Today (Inbound)<br />
Declining Traffic for Trade Publications<br />
But We’re Now a Trade Publication<br />
Best Young Companies? Inbound.<br />1950 - 2000<br />2000 - 2050<br />9<br />
Marketing With Budget? Or Brain?<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
www.HubSpot.com/ROI<br />More:<br />
Why Inbound Is Cheaper<br />
What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
Blogging
Social Media
SEO
Analytics</li></ul>Get Found<br /><ul><li>Publish
Promote
Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
Target
Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
Landing Pages
Email
Lead Intelligence
Lead Mgmt
Analytics</li></ul>Customers<br />
SEO<br />Social Media<br />Blog<br />
SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
How Do You Get to the Top?<br />
Pick Your Keyword Battles<br />Flick Photos: ExtraMedium & Simonstarr <br />Fight for “Ninja” …<br />or “Ninja Halloween C...
Two Sides of Optimization<br />On-Page<br />Off-Page<br />
How Do You Get Links?<br />Have something worth linking to.<br />
Blogging Means More Inbound Links<br />
How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical.<b...
SEO<br />Blog<br />Flickr: Storm Crypt<br />
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
The Difference?<br />Data from website.grader.com and compete.com<br />
What Should You Write About?<br />(Holly Allison, VP, Marketing, Vico Software)<br />(Larry Berezin, COO, NYC Parking Tick...
Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />What Content Channels Are...
Create Content That Fits Your Industry<br />
HubSpot.com/cartoons<br />
Get Into the Content Mindset<br /><ul><li>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</li></ul>Flick Photo: Cindiann<br />
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
Social Media Is Now a Staple<br />Flickr: anitacanita<br />Flickr: sierravalleygirl<br /><ul><li> Unmeasured
 Small scale
 No business impact
 But lots of fun
 Highly measurable
 Massive scale
 Major driver of leads, sales
 Still fun</li></li></ul><li>PR, Social-Media Style<br />Need to urgently speak with a business that is very actively leve...
PR, Social-Media Style<br />Elapsed Time:<br />50 Minutes<br />
Social Media Drives Leads<br />HubSpot Social Media Leads<br />Twitter is largest category, at >40% of HubSpot’s total soc...
How to Get Started<br />Listen <br />Share Your Content<br />Listen More <br />Build Relationships<br />
Places to listen<br /><ul><li>Search.Twitter.com
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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.

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The Inbound Marketing Advantage

  1. 1. The Inbound Marketing Advantage<br />Rick Burnes<br />Twitter: @rickburnes<br />August 26, 2010<br />How to use Google, blogs and social media to get found online.<br />
  2. 2. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  3. 3. Flickr: nopiedra<br />Flickr: Sachaverelle<br />SEO<br />Blogging<br />
  4. 4. Flickr: davecobb <br />Social Media<br />
  5. 5. Traditional Marketing (Outbound)<br />
  6. 6. Marketing Today (Inbound)<br />
  7. 7. Declining Traffic for Trade Publications<br />
  8. 8. But We’re Now a Trade Publication<br />
  9. 9. Best Young Companies? Inbound.<br />1950 - 2000<br />2000 - 2050<br />9<br />
  10. 10. Marketing With Budget? Or Brain?<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  11. 11. www.HubSpot.com/ROI<br />More:<br />
  12. 12. Why Inbound Is Cheaper<br />
  13. 13. What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
  14. 14. Blogging
  15. 15. Social Media
  16. 16. SEO
  17. 17. Analytics</li></ul>Get Found<br /><ul><li>Publish
  18. 18. Promote
  19. 19. Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
  20. 20. Target
  21. 21. Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
  22. 22. Landing Pages
  23. 23. Email
  24. 24. Lead Intelligence
  25. 25. Lead Mgmt
  26. 26. Analytics</li></ul>Customers<br />
  27. 27. SEO<br />Social Media<br />Blog<br />
  28. 28. SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
  29. 29. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  30. 30. How Do You Get to the Top?<br />
  31. 31. Pick Your Keyword Battles<br />Flick Photos: ExtraMedium & Simonstarr <br />Fight for “Ninja” …<br />or “Ninja Halloween Costume”<br />
  32. 32. Two Sides of Optimization<br />On-Page<br />Off-Page<br />
  33. 33. How Do You Get Links?<br />Have something worth linking to.<br />
  34. 34. Blogging Means More Inbound Links<br />
  35. 35. How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical.<br />
  36. 36. SEO<br />Blog<br />Flickr: Storm Crypt<br />
  37. 37. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  38. 38.
  39. 39.
  40. 40. The Difference?<br />Data from website.grader.com and compete.com<br />
  41. 41.
  42. 42. What Should You Write About?<br />(Holly Allison, VP, Marketing, Vico Software)<br />(Larry Berezin, COO, NYC Parking Ticket, LLC)<br />
  43. 43. Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
  44. 44. Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />What Content Channels Are Best?<br />
  45. 45. Create Content That Fits Your Industry<br />
  46. 46. HubSpot.com/cartoons<br />
  47. 47. Get Into the Content Mindset<br /><ul><li>Make emails into blog posts
  48. 48. Turn forum posts into blog posts
  49. 49. Shoot videos at events
  50. 50. Interview customers for your blog
  51. 51. Repurpose company data for public reports
  52. 52. Share lessons you learn</li></ul>Flick Photo: Cindiann<br />
  53. 53. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  54. 54. Social Media Is Now a Staple<br />Flickr: anitacanita<br />Flickr: sierravalleygirl<br /><ul><li> Unmeasured
  55. 55. Small scale
  56. 56. No business impact
  57. 57. But lots of fun
  58. 58. Highly measurable
  59. 59. Massive scale
  60. 60. Major driver of leads, sales
  61. 61. Still fun</li></li></ul><li>PR, Social-Media Style<br />Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet<br />I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9<br />408 555-1234?<br />I will call you right now<br />
  62. 62. PR, Social-Media Style<br />Elapsed Time:<br />50 Minutes<br />
  63. 63. Social Media Drives Leads<br />HubSpot Social Media Leads<br />Twitter is largest category, at >40% of HubSpot’s total social media leads.<br />
  64. 64. How to Get Started<br />Listen <br />Share Your Content<br />Listen More <br />Build Relationships<br />
  65. 65. Places to listen<br /><ul><li>Search.Twitter.com
  66. 66. google.com/blogsearch
  67. 67. Technorati.com
  68. 68. Existing blogs
  69. 69. Industry Twitterers
  70. 70. Twitter.grader.com</li></ul>Start Listening<br />
  71. 71. Start Engaging<br /><ul><li> Facebook Discussions
  72. 72. LinkedIn Answers
  73. 73. What’s relevant in your industry?</li></li></ul><li>Share Your Content<br />
  74. 74. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  75. 75. Free trials
  76. 76. Software documentation
  77. 77. New data
  78. 78. Funny videos
  79. 79. Top-notch blog posts</li></li></ul><li>Blogging Increases Twitter Reach<br />
  80. 80. Social Media Is Now Part of SEO<br />Results from Twitter<br />
  81. 81. SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
  82. 82. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  83. 83. www.websitegrader.com<br />Assess Search Engine Optimization<br />
  84. 84. Track Blog Subscriptions<br />
  85. 85. Track the Whole Funnel<br />Website Visitors<br />Leads<br />Customers<br />
  86. 86. Track the Funnel by Channel<br />Blog<br />Paid Media<br />SEO<br />Leads<br />Leads<br />Leads<br />Customers<br />Customers<br />Customers<br />
  87. 87. How to Track Your Funnel<br />Track visitors.<br />
  88. 88. How to Track Your Funnel<br />How to Track Your Funnel<br />Track leads.<br />
  89. 89. How to Track Your Funnel<br />How to Track Your Funnel<br />Track customers.<br />
  90. 90. Why Tracking Channels Is Critical<br />
  91. 91. Be Wary of Siloed Analysis<br />
  92. 92. Be Wary of Siloed Analysis<br />
  93. 93. Final Thoughts …<br />
  94. 94. Traditional Sales<br />
  95. 95. Inbound Sales<br />
  96. 96. SEO<br />Social Media<br />Sales<br />Blog<br />Flickr: Storm Crypt<br />
  97. 97. Can You Put the Pieces Together?<br />d.j.k. on flickr<br />
  98. 98. HubSpot Puts the Pieces Together<br />
  99. 99. Thank You!<br />Sign up for a free trial of HubSpot:<br />www.hubspot.com/free-trial/<br />Connect with me:<br />LinkedIn: www.linkedin.com/in/rickburnes<br />Twitter: www.twitter.com/rickburnes<br />
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