The Secrets of Inbound Marketing

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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.

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The Secrets of Inbound Marketing

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