Inbound Marketing at OPASTCO
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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 ...

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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Inbound Marketing at OPASTCO Inbound Marketing at OPASTCO Presentation Transcript

  • Inbound Marketing OPASTCO Symposium – November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
  • Marketing is Changing 1950 - 2000 2000 - 2050
  • Outbound Marketing View slide
  • Outbound Marketing is Harder 800-555-1234 Annoying Salesperson View slide
  • 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
    • Publish
    • Promote
    • Optimize
    • Convert
  • Target Content to Your Personas
  • Publish Everything
    • Blog
    • Podcast
    • Videos
    • Photos
    • Presentations
    • eBooks
    • News Releases
  • How Many Tickets Do You Have?
  • More Content = More Links
  • Publish Everywhere
  • Re-Publish What You Have
    • SolidWorks: 100+ Videos on Website
    • Published on YouTube, No Promotion
    • 10,000+ Views / Month
  • Link-Worthy & Share-Worthy 1,000’s of Tweets about report - Twitter drove 30% of traffic
  • What Gets Shared? Rarely Shared Frequently Shared
    • Product info
    • Free trials
    • Software documentation
    • New market data
    • Educational content
    • Top-notch blog posts
  • 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
    • Increased traffic and lead volume by over 50x
    • Accumulated over 300 blog subscribers
    • Attracted 4,191 inbound links from over 230 domains
    • The website's traffic rank has improved from 5.9 million to between 1 million and 2 million
  • Case Study: Palomar Technologies
  • Results for Palomar Technologies Monthly Traffic Google Referrers
  • Results for Palomar Technologies
    • Increased lead flow over 100%
    • Increased organic search traffic more than 50%
  • Case Study: Modative
  • Results for Modative Google Referrers Blog Subscribers
  • Results for Modative
    • Increased organic search traffic more than 150%
    • Increased lead flow and inquiries
  • Case Study: Website Grader
    • Free interactive tool
    • 1.5 million URLs
    • 40,000 inbound links
    • 5,000 websites w/ badge & link
    • 4,500 Del.icio.us bookmarks
    • Great PR coverage (TechCrunch, RWW)
    • 50,000+ visitors from StumbleUpon
    • 100,000+ opt-in emails & leads
  • Case Study: HubSpot TV
    • Weekly video podcast
    • 80-100 live viewers
    • 1-2K views / episode
    • Top 5 marketing podcast in iTunes
    • 70,000 views in first year
    • Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan
  • Case Study: B2B Music Video
    • Video
      • 40,000 views first week
      • 10,000 views first day
    • Social Media
      • #1 source = StumbleUpon
      • #2 source = Twitter
      • #3 source = Facebook
    • SEO
      • Page 1 for “inbound marketing”
      • 50+ inbound links to blog article
  • Case Study: HubSpot Blog
    • Top 3 source of leads
    • ~10% visit company website
    • ~10-20% lead conversion rate
  • Blogging is Key for SEO and Social
    • 25-30% of visitors from SEO
      • Google is 90% of our SEO traffic
    • 20-25% of visitors from social media
      • Stumbleupon
      • Twitter
      • Facebook
      • Reddit
      • Delicious
      • Digg
      • LinkedIn
      • Friendfeed
  • Analysis and Measurement
  • Traffic
  • Leads
  • Sales
  • … By Channel or Source Visitors Leads Sales SEO Social Media
  • Inbound Marketing Summary Convert
  • Additional Resources
    • Facebook Marketing eBook
      • http://www.hubspot.com/facebook-for-business-marketing-hub/
    • Twitter Marketing eBook
      • http://www.hubspot.com/twitter-marketing-hub/
    • Media Social Marketing Kit
        • http://www.hubspot.com/social-media-marketing-kit
    • Blog: http://Blog.HubSpot.com
  • Next Steps
    • Read “Inbound Marketing”
    • Grade your website: www.WebsiteGrader.com
  • Thank You / Q&A
    • Download Slides:
    • www.MikeVolpe.com/OPASTCO
    Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
  • http://www.youtube.com/watch?v=Q3yCB7AvvAk
  • http://www.youtube.com/watch?v=4-lGe5MnBlY
  • What’s HubSpot?
    • Marketing software for SMBs
    • Over 1,800 customers in 3 years
    • 100+ employees, lots of MIT grads