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What the Heck is Inbound Marketing? HubSpot

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    What the Heck is Inbound Marketing? HubSpot - Presentation Transcript

    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

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