Download these slides: 
SlideShare.net/HubSpot




What the Heck is Inbound Marketing?
          Ellie Mirman        Rebec...
Agenda

• Inbound vs. Outbound Marketing
                               g

• Inbound Marketing Basics

• Case Studies

• A...
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
Our Universe
Agenda

• Inbound vs. Outbound Marketing
                               g

• Inbound Marketing Basics

• Case Studies

• A...
Inbound Marketing Basics

        Blog / 
        Blog /
       Content

              Social 
    SEO
              Media
Basic #1 – Publish, Don’t Advertise

        “Think like a publisher”
         Think        publisher
       -- David Meer...
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Where to Publish?
You Might Not Know

• Blog before you ha e a prod ct
               o have product
• Blog before you have a website
• Blog...
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service

• HubSpot.blogspot.com – NO!
• HubSpot typepad com – ...
Basic #2 – SEO
25% On-Page (Visible) SEO
75% Off-Page SEO (Links)

                            HubSpot Internet Marketing 
              ...
Basic #3 – Social Media




Flickr: TECHcocktail
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even M...
Basic #4 – Measurement




                    Flickr: noblelgnnoble
                    Flickr: noblelgnnoble
Website Grader




More measurement tools at Grader.com
Agenda

• Inbound vs. Outbound Marketing
                               g

• Inbound Marketing Basics

• Case Studies

• A...
Case Study: Will It Blend?

• Blog / Content
  • 74 videos
  • 2m YouTube channel views
• SEO
  • Page 1 for “blend”
     ...
What Else “Will It Blend?” Should Do
• Better on-page SEO

• Tom Dickson needs a Facebook profile

• Encourage others to c...
Case Study: Website Grader

• Blog / Content
  • 750,000 reports generated
• SEO
  • Page 1 for “SEO Score”, “website SEO”...
What Else Website Grader Should Do

• B ild a better Facebook gro p
  Build                   group

• Create more content...
Agenda

• Inbound vs. Outbound Marketing
                               g

• Inbound Marketing Basics

• Case Studies

• A...
A Day in The Life of Inbound Marketing
8:00 - 8:30 am: Check blogs, Facebook and Twitter
• Leave some comments
• Add some ...
Monitor Articles
Monitor Sharing
Monitor Discussions
RSS Simplifies Monitoring
Promote Your Content
Promote Your Content
Promote Flattering Content
(Free) Tools of the Trade
• Google Alerts

• Search.Twitter.com

• Facebook

• Twitter

• StumbleUpon

• Website Grader
Thank You!
                       Free Tools:
              http://Website.Grader.com
              http://Website Grader ...
What the Heck is Inbound Marketing? HubSpot
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What the Heck is Inbound Marketing? HubSpot

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The Internet has transformed the way people learn about and shop for products. Today, people start their learning and buying process on the Internet, in search engines, blogs, and social media sites. Inbound marketing is all about getting found by the people already looking for you online and connecting directly with your prospects. This presentation covers: what is inbound marketing, why you should care, and how you can do it on a day-to-day basis.

Presented by Ellie Mirman and Rebecca Corliss at Geek Girl Camp Boston.

Published in: Business, Technology
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What the Heck is Inbound Marketing? HubSpot

  1. 1. Download these slides:  SlideShare.net/HubSpot What the Heck is Inbound Marketing? Ellie Mirman Rebecca Corliss Inbound Marketer Inbound Marketer HubSpot HubSpot Twitter: @ellieeille Twitter: @repcor
  2. 2. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer
  3. 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  4. 4. Inbound Marketing Blog g SEO Social Media
  5. 5. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Viral marketingg Interruption Permission
  6. 6. Our Universe
  7. 7. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer
  8. 8. Inbound Marketing Basics Blog /  Blog / Content Social  SEO Media
  9. 9. Basic #1 – Publish, Don’t Advertise “Think like a publisher” Think publisher -- David Meerman Scott
  10. 10. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  11. 11. Where to Publish?
  12. 12. You Might Not Know • Blog before you ha e a prod ct o have product • Blog before you have a website • Blog before you have anything • All you need: a rough market and some ideas • A blog can launch a company
  13. 13. Biggest Blogging Mistake Don’t use a “free” URL from a blog service • HubSpot.blogspot.com – NO! • HubSpot typepad com – NO! HubSpot.typepad.com • HubSpot.wordpress.com – NO! • Blog.HubSpot.com – Yes • HubSpot.com/Blog – Yes • SmallBusinessHub.com – Yes
  14. 14. Basic #2 – SEO
  15. 15. 25% On-Page (Visible) SEO 75% Off-Page SEO (Links) HubSpot Internet Marketing  (www.HubSpot.com) On‐Page SEO 25% Off‐Page SEO 75%
  16. 16. Basic #3 – Social Media Flickr: TECHcocktail
  17. 17. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  18. 18. Basic #4 – Measurement Flickr: noblelgnnoble Flickr: noblelgnnoble
  19. 19. Website Grader More measurement tools at Grader.com
  20. 20. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer
  21. 21. Case Study: Will It Blend? • Blog / Content • 74 videos • 2m YouTube channel views • SEO • Page 1 for “blend” blend • 55,000 inbound links • Social Media • 83,000 channel subscribers • Over 500 Facebook groups • 5 Digg front page stories
  22. 22. What Else “Will It Blend?” Should Do • Better on-page SEO • Tom Dickson needs a Facebook profile • Encourage others to create content • Promote others’ coverage of them
  23. 23. Case Study: Website Grader • Blog / Content • 750,000 reports generated • SEO • Page 1 for “SEO Score”, “website SEO”, etc. • 34,000 inbound links • Social Media • 4,600 Del.icio.us bookmarks • 25,000 visitors from StumbleUpon p
  24. 24. What Else Website Grader Should Do • B ild a better Facebook gro p Build group • Create more content with WSG data • Some sort of contest?
  25. 25. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer
  26. 26. A Day in The Life of Inbound Marketing 8:00 - 8:30 am: Check blogs, Facebook and Twitter • Leave some comments • Add some new friends 1. Publish 2. 2 Monitor 8:30 - 9:30 am: Publish new blog article • Post link on Twitter and Facebook 3. Promote 3:00 - 3:30 pm: Someone says nice stuff about you • Vote for it on StumbleUpon, Digg, etc. • Post link on Facebook and Twitter • Email friends/employees to promote it 3:30 – 4:00 pm: Review SEO results • Make a couple tweaks to on-page SEO
  27. 27. Monitor Articles
  28. 28. Monitor Sharing
  29. 29. Monitor Discussions
  30. 30. RSS Simplifies Monitoring
  31. 31. Promote Your Content
  32. 32. Promote Your Content
  33. 33. Promote Flattering Content
  34. 34. (Free) Tools of the Trade • Google Alerts • Search.Twitter.com • Facebook • Twitter • StumbleUpon • Website Grader
  35. 35. Thank You! Free Tools: http://Website.Grader.com http://Website Grader com http://PressRelease.Grader.com http://Twitter.Grader.com http://Twitter Grader com http://Facebook.Grader.com Ellie Mirman Rebecca Corliss Inbound Marketer Inbound Marketer Inbound Marketer Inbound Marketer HubSpot HubSpot Twitter: @ellieeille Twitter: @repcor
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