The Secrets of Inbound Marketing<br />Rick Burnes<br />Twitter: @rickburnes<br />October 23, 2010<br />How to use SEO, blo...
Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<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 />8<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
google.com/blogsearch
Upcoming SlideShare
Loading in...5
×

The Secrets of Inbound Marketing

3,236

Published on

A presentation on inbound marketing. Briefly covers high-level inbound marketing strategy, and dives into specific tactics for search engine optimization, blogging and social media. Presented at the Social Media Integration Conference in Kennesaw, GA on October 23, 2010.

Published in: Business

The Secrets of Inbound Marketing

  1. 1. The Secrets of Inbound Marketing<br />Rick Burnes<br />Twitter: @rickburnes<br />October 23, 2010<br />How to use SEO, blogs and social media to get found online.<br />
  2. 2.
  3. 3. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  4. 4. Traditional Marketing (Outbound)<br />
  5. 5. Marketing Today (Inbound)<br />
  6. 6. Declining Traffic for Trade Publications<br />
  7. 7. But We’re Now a Trade Publication<br />
  8. 8. Best Young Companies? Inbound.<br />1950 - 2000<br />2000 - 2050<br />8<br />
  9. 9. Marketing With Budget? Or Brain?<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  10. 10. www.HubSpot.com/ROI<br />More:<br />
  11. 11. Why Inbound Is Cheaper<br />
  12. 12. What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
  13. 13. Blogging
  14. 14. Social Media
  15. 15. SEO
  16. 16. Analytics</li></ul>Get Found<br /><ul><li>Publish
  17. 17. Promote
  18. 18. Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
  19. 19. Target
  20. 20. Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
  21. 21. Landing Pages
  22. 22. Email
  23. 23. Lead Intelligence
  24. 24. Lead Mgmt
  25. 25. Analytics</li></ul>Customers<br />
  26. 26. SEO<br />Social Media<br />Blog<br />
  27. 27. SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
  28. 28. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  29. 29. How Do You Get to the Top?<br />
  30. 30. Pick Your Keyword Battles<br />Flick Photos: ExtraMedium & Simonstarr <br />Fight for “Ninja” …<br />or “Ninja Halloween Costume”<br />
  31. 31. Two Sides of Optimization<br />On-Page<br />Off-Page<br />
  32. 32. How Do You Get Links?<br />Have something worth linking to.<br />
  33. 33. Blogging Means More Inbound Links<br />
  34. 34. How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical.<br />
  35. 35. SEO<br />Blog<br />Flickr: Storm Crypt<br />
  36. 36. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  37. 37.
  38. 38.
  39. 39. The Difference?<br />Data from website.grader.com and compete.com<br />
  40. 40.
  41. 41. What Should You Write About?<br />(Holly Allison, VP, Marketing, Vico Software)<br />(Larry Berezin, COO, NYC Parking Ticket, LLC)<br />
  42. 42. Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
  43. 43. Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />What Content Channels Are Best?<br />
  44. 44. Create Content That Fits Your Industry<br />
  45. 45. HubSpot.com/cartoons<br />
  46. 46. Get Into the Content Mindset<br /><ul><li>Make emails into blog posts
  47. 47. Turn forum posts into blog posts
  48. 48. Shoot videos at events
  49. 49. Interview customers for your blog
  50. 50. Repurpose company data for public reports
  51. 51. Share lessons you learn</li></ul>Flick Photo: Cindiann<br />
  52. 52. Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
  53. 53. Social Media Is Now a Staple<br />Flickr: anitacanita<br />Flickr: sierravalleygirl<br /><ul><li> Unmeasured
  54. 54. Small scale
  55. 55. No business impact
  56. 56. But lots of fun
  57. 57. Highly measurable
  58. 58. Massive scale
  59. 59. Major driver of leads, sales
  60. 60. 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 />
  61. 61. PR, Social-Media Style<br />Elapsed Time:<br />50 Minutes<br />
  62. 62. Social Media Drives Leads<br />HubSpot Social Media Leads<br />Twitter is largest category, at >40% of HubSpot’s total social media leads.<br />
  63. 63. How to Get Started<br />Listen <br />Share Your Content<br />Listen More <br />Build Relationships<br />
  64. 64. Places to listen<br /><ul><li>Search.Twitter.com
  65. 65. google.com/blogsearch
  66. 66. Technorati.com
  67. 67. Existing blogs
  68. 68. Industry Twitterers
  69. 69. Twitter.grader.com</li></ul>Start Listening<br />
  70. 70. Start Engaging<br /><ul><li> Facebook Discussions
  71. 71. LinkedIn Answers
  72. 72. What’s relevant in your industry?</li></li></ul><li>Build Your Networks, Distribute Your Content<br />42<br />
  73. 73. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  74. 74. Free trials
  75. 75. Software documentation
  76. 76. New data
  77. 77. Funny videos
  78. 78. Top-notch blog posts</li></li></ul><li>Blogging Increases Twitter Reach<br />
  79. 79. Social Media Is Now Part of Search Results …<br />Results from Twitter<br />
  80. 80. And Drives SEO<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 />
  1. Gostou de algum slide específico?

    Recortar slides é uma maneira fácil de colecionar informações para acessar mais tarde.

×