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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. …

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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  • 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. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer
  • 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 4. Inbound Marketing Blog g SEO Social Media
  • 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. Our Universe
  • 7. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer
  • 8. Inbound Marketing Basics Blog /  Blog / Content Social  SEO Media
  • 9. Basic #1 – Publish, Don’t Advertise “Think like a publisher” Think publisher -- David Meerman Scott
  • 10. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 11. Where to Publish?
  • 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. 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. Basic #2 – SEO
  • 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. Basic #3 – Social Media Flickr: TECHcocktail
  • 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. Basic #4 – Measurement Flickr: noblelgnnoble Flickr: noblelgnnoble
  • 19. Website Grader More measurement tools at Grader.com
  • 20. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer
  • 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. 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. 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. 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. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer
  • 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. Monitor Articles
  • 28. Monitor Sharing
  • 29. Monitor Discussions
  • 30. RSS Simplifies Monitoring
  • 31. Promote Your Content
  • 32. Promote Your Content
  • 33. Promote Flattering Content
  • 34. (Free) Tools of the Trade • Google Alerts • Search.Twitter.com • Facebook • Twitter • StumbleUpon • Website Grader
  • 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