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Inbound Marketing  OPASTCO Symposium – November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
Marketing is Changing 1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
More Bad News…
The Good News…
The Great News… www.HubSpot.com/ROI
Inbound Marketing Blog SEO Social Media
Inbound Gives Leverage
Budget vs. Brains
Questions to ask yourself...
How am I expanding my online footprint?
Am I publishing share-worthy content?
How can I start and join relevant conversations?
Stop  thinking like a marketer or advertiser.
Start  thinking like a publisher and socializer.
Inbound Marketing
Inbound Marketing <ul><li>Publish </li></ul><ul><li>Promote </li></ul><ul><li>Optimize </li></ul><ul><li>Convert </li></ul>
Target Content to Your Personas
Publish Everything <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul>...
How Many Tickets Do You Have?
More Content = More Links
Publish Everywhere
Re-Publish What You Have <ul><li>SolidWorks: 100+ Videos on Website </li></ul><ul><li>Published on YouTube, No Promotion <...
Link-Worthy & Share-Worthy 1,000’s of Tweets about report - Twitter drove 30% of traffic
What Gets Shared? Rarely  Shared Frequently Shared <ul><li>Product info </li></ul><ul><li>Free trials </li></ul><ul><li>So...
Make Sharing Easy
Content Makes You Interesting
Calls to Action – Blog Posts
Landing Pages
Track Your Conversion Rate
Inbound Marketing Case Studies
Case Study: Reynolds Golf Academy
Results for Reynolds Golf Monthly Traffic and Leads Blog Subscribers
Results for Reynolds Golf <ul><li>Increased traffic and lead volume by over 50x </li></ul><ul><li>Accumulated over 300 blo...
Case Study: Palomar Technologies
Results for Palomar Technologies Monthly Traffic Google Referrers
Results for Palomar Technologies <ul><li>Increased lead flow over 100% </li></ul><ul><li>Increased organic search traffic ...
Case Study: Modative
Results for Modative Google Referrers Blog Subscribers
Results for Modative <ul><li>Increased organic search traffic more than 150% </li></ul><ul><li>Increased lead flow and inq...
Case Study: Website Grader <ul><li>Free interactive tool </li></ul><ul><li>1.5 million URLs </li></ul><ul><li>40,000 inbou...
Case Study: HubSpot TV <ul><li>Weekly video podcast </li></ul><ul><li>80-100 live viewers </li></ul><ul><li>1-2K views / e...
Case Study: B2B Music Video <ul><li>Video </li></ul><ul><ul><li>40,000 views first week </li></ul></ul><ul><ul><li>10,000 ...
Case Study: HubSpot Blog <ul><li>Top 3 source of leads </li></ul><ul><li>~10% visit company website </li></ul><ul><li>~10-...
Blogging is Key for SEO and Social <ul><li>25-30% of visitors from SEO </li></ul><ul><ul><li>Google is 90% of our SEO traf...
Analysis and Measurement
Traffic
Leads
Sales
… By Channel or Source Visitors Leads Sales SEO Social Media
Inbound Marketing Summary Convert
Additional Resources <ul><li>Facebook Marketing eBook </li></ul><ul><ul><li>http://www.hubspot.com/facebook-for-business-m...
Next Steps <ul><li>Read “Inbound Marketing” </li></ul><ul><li>Grade your website:  www.WebsiteGrader.com </li></ul>
Thank You  /  Q&A <ul><li>Download Slides: </li></ul><ul><li>www.MikeVolpe.com/OPASTCO </li></ul>Mike Volpe VP Marketing @...
http://www.youtube.com/watch?v=Q3yCB7AvvAk
http://www.youtube.com/watch?v=4-lGe5MnBlY
What’s HubSpot? <ul><li>Marketing software for SMBs </li></ul><ul><li>Over 1,800 customers in 3 years </li></ul><ul><li>10...
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Inbound Marketing at OPASTCO

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Social media has created a major stir in the marketing world. Some already have jumped in, while others still sit and watch at the sidelines. Some have found success, but most have not. Moreover, many are still sifting through trends versus truths. That's where Mike Volpe, HubSpot's vice president of inbound marketing can help. "Inbound marketing" occurs when you help your company "get found" by people shopping for the services you provide. After this interactive session, you will understand inbound marketing efforts. Topics will include search engine optimization, blogging, social media and landing pages.

Presentation sponsored by Associated Network Partners, Inc.

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  • Transcript of "Inbound Marketing at OPASTCO"

    1. 1. Inbound Marketing OPASTCO Symposium – November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
    2. 2. Marketing is Changing 1950 - 2000 2000 - 2050
    3. 3. Outbound Marketing
    4. 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
    5. 5. More Bad News…
    6. 6. The Good News…
    7. 7. The Great News… www.HubSpot.com/ROI
    8. 8. Inbound Marketing Blog SEO Social Media
    9. 9. Inbound Gives Leverage
    10. 10. Budget vs. Brains
    11. 11. Questions to ask yourself...
    12. 12. How am I expanding my online footprint?
    13. 13. Am I publishing share-worthy content?
    14. 14. How can I start and join relevant conversations?
    15. 15. Stop thinking like a marketer or advertiser.
    16. 16. Start thinking like a publisher and socializer.
    17. 17. Inbound Marketing
    18. 18. Inbound Marketing <ul><li>Publish </li></ul><ul><li>Promote </li></ul><ul><li>Optimize </li></ul><ul><li>Convert </li></ul>
    19. 19. Target Content to Your Personas
    20. 20. Publish Everything <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
    21. 21. How Many Tickets Do You Have?
    22. 22. More Content = More Links
    23. 23. Publish Everywhere
    24. 24. Re-Publish What You Have <ul><li>SolidWorks: 100+ Videos on Website </li></ul><ul><li>Published on YouTube, No Promotion </li></ul><ul><li>10,000+ Views / Month </li></ul>
    25. 25. Link-Worthy & Share-Worthy 1,000’s of Tweets about report - Twitter drove 30% of traffic
    26. 26. What Gets Shared? Rarely Shared Frequently Shared <ul><li>Product info </li></ul><ul><li>Free trials </li></ul><ul><li>Software documentation </li></ul><ul><li>New market data </li></ul><ul><li>Educational content </li></ul><ul><li>Top-notch blog posts </li></ul>
    27. 27. Make Sharing Easy
    28. 28. Content Makes You Interesting
    29. 29. Calls to Action – Blog Posts
    30. 30. Landing Pages
    31. 31. Track Your Conversion Rate
    32. 32. Inbound Marketing Case Studies
    33. 33. Case Study: Reynolds Golf Academy
    34. 34. Results for Reynolds Golf Monthly Traffic and Leads Blog Subscribers
    35. 35. Results for Reynolds Golf <ul><li>Increased traffic and lead volume by over 50x </li></ul><ul><li>Accumulated over 300 blog subscribers </li></ul><ul><li>Attracted 4,191 inbound links from over 230 domains </li></ul><ul><li>The website's traffic rank has improved from 5.9 million to between 1 million and 2 million </li></ul>
    36. 36. Case Study: Palomar Technologies
    37. 37. Results for Palomar Technologies Monthly Traffic Google Referrers
    38. 38. Results for Palomar Technologies <ul><li>Increased lead flow over 100% </li></ul><ul><li>Increased organic search traffic more than 50% </li></ul>
    39. 39. Case Study: Modative
    40. 40. Results for Modative Google Referrers Blog Subscribers
    41. 41. Results for Modative <ul><li>Increased organic search traffic more than 150% </li></ul><ul><li>Increased lead flow and inquiries </li></ul>
    42. 42. Case Study: Website Grader <ul><li>Free interactive tool </li></ul><ul><li>1.5 million URLs </li></ul><ul><li>40,000 inbound links </li></ul><ul><li>5,000 websites w/ badge & link </li></ul><ul><li>4,500 Del.icio.us bookmarks </li></ul><ul><li>Great PR coverage (TechCrunch, RWW) </li></ul><ul><li>50,000+ visitors from StumbleUpon </li></ul><ul><li>100,000+ opt-in emails & leads </li></ul>
    43. 43. Case Study: HubSpot TV <ul><li>Weekly video podcast </li></ul><ul><li>80-100 live viewers </li></ul><ul><li>1-2K views / episode </li></ul><ul><li>Top 5 marketing podcast in iTunes </li></ul><ul><li>70,000 views in first year </li></ul><ul><li>Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan </li></ul>
    44. 44. Case Study: B2B Music Video <ul><li>Video </li></ul><ul><ul><li>40,000 views first week </li></ul></ul><ul><ul><li>10,000 views first day </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>#1 source = StumbleUpon </li></ul></ul><ul><ul><li>#2 source = Twitter </li></ul></ul><ul><ul><li>#3 source = Facebook </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Page 1 for “inbound marketing” </li></ul></ul><ul><ul><li>50+ inbound links to blog article </li></ul></ul>
    45. 45. Case Study: HubSpot Blog <ul><li>Top 3 source of leads </li></ul><ul><li>~10% visit company website </li></ul><ul><li>~10-20% lead conversion rate </li></ul>
    46. 46. Blogging is Key for SEO and Social <ul><li>25-30% of visitors from SEO </li></ul><ul><ul><li>Google is 90% of our SEO traffic </li></ul></ul><ul><li>20-25% of visitors from social media </li></ul><ul><ul><li>Stumbleupon </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Reddit </li></ul></ul><ul><ul><li>Delicious </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Friendfeed </li></ul></ul>
    47. 47. Analysis and Measurement
    48. 48. Traffic
    49. 49. Leads
    50. 50. Sales
    51. 51. … By Channel or Source Visitors Leads Sales SEO Social Media
    52. 52. Inbound Marketing Summary Convert
    53. 53. Additional Resources <ul><li>Facebook Marketing eBook </li></ul><ul><ul><li>http://www.hubspot.com/facebook-for-business-marketing-hub/ </li></ul></ul><ul><li>Twitter Marketing eBook </li></ul><ul><ul><li>http://www.hubspot.com/twitter-marketing-hub/ </li></ul></ul><ul><li>Media Social Marketing Kit </li></ul><ul><ul><ul><li>http://www.hubspot.com/social-media-marketing-kit </li></ul></ul></ul><ul><li>Blog: http://Blog.HubSpot.com </li></ul>
    54. 54. Next Steps <ul><li>Read “Inbound Marketing” </li></ul><ul><li>Grade your website: www.WebsiteGrader.com </li></ul>
    55. 55. Thank You / Q&A <ul><li>Download Slides: </li></ul><ul><li>www.MikeVolpe.com/OPASTCO </li></ul>Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
    56. 56. http://www.youtube.com/watch?v=Q3yCB7AvvAk
    57. 57. http://www.youtube.com/watch?v=4-lGe5MnBlY
    58. 58. What’s HubSpot? <ul><li>Marketing software for SMBs </li></ul><ul><li>Over 1,800 customers in 3 years </li></ul><ul><li>100+ employees, lots of MIT grads </li></ul>
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