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 ...

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 Presentation Transcript

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