Inbound Marketing at OPASTCO

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    Notes on slide 1

    MISTAKES TO AVOID: 3

    Leads

    Favorites, Groups & Events

    Inbound Marketing at OPASTCO - Presentation Transcript

    1. Inbound Marketing OPASTCO Symposium – November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
    2. Marketing is Changing 1950 - 2000 2000 - 2050
    3. Outbound Marketing
    4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
    5. More Bad News…
    6. The Good News…
    7. The Great News… www.HubSpot.com/ROI
    8. Inbound Marketing Blog SEO Social Media
    9. Inbound Gives Leverage
    10. Budget vs. Brains
    11. Questions to ask yourself...
    12. How am I expanding my online footprint?
    13. Am I publishing share-worthy content?
    14. How can I start and join relevant conversations?
    15. Stop thinking like a marketer or advertiser.
    16. Start thinking like a publisher and socializer.
    17. Inbound Marketing
    18. Inbound Marketing
      • Publish
      • Promote
      • Optimize
      • Convert
    19. Target Content to Your Personas
    20. Publish Everything
      • Blog
      • Podcast
      • Videos
      • Photos
      • Presentations
      • eBooks
      • News Releases
    21. How Many Tickets Do You Have?
    22. More Content = More Links
    23. Publish Everywhere
    24. Re-Publish What You Have
      • SolidWorks: 100+ Videos on Website
      • Published on YouTube, No Promotion
      • 10,000+ Views / Month
    25. Link-Worthy & Share-Worthy 1,000’s of Tweets about report - Twitter drove 30% of traffic
    26. What Gets Shared? Rarely Shared Frequently Shared
      • Product info
      • Free trials
      • Software documentation
      • New market data
      • Educational content
      • Top-notch blog posts
    27. Make Sharing Easy
    28. Content Makes You Interesting
    29. Calls to Action – Blog Posts
    30. Landing Pages
    31. Track Your Conversion Rate
    32. Inbound Marketing Case Studies
    33. Case Study: Reynolds Golf Academy
    34. Results for Reynolds Golf Monthly Traffic and Leads Blog Subscribers
    35. 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
    36. Case Study: Palomar Technologies
    37. Results for Palomar Technologies Monthly Traffic Google Referrers
    38. Results for Palomar Technologies
      • Increased lead flow over 100%
      • Increased organic search traffic more than 50%
    39. Case Study: Modative
    40. Results for Modative Google Referrers Blog Subscribers
    41. Results for Modative
      • Increased organic search traffic more than 150%
      • Increased lead flow and inquiries
    42. 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
    43. 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
    44. 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
    45. Case Study: HubSpot Blog
      • Top 3 source of leads
      • ~10% visit company website
      • ~10-20% lead conversion rate
    46. 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
    47. Analysis and Measurement
    48. Traffic
    49. Leads
    50. Sales
    51. … By Channel or Source Visitors Leads Sales SEO Social Media
    52. Inbound Marketing Summary Convert
    53. 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
    54. Next Steps
      • Read “Inbound Marketing”
      • Grade your website: www.WebsiteGrader.com
    55. Thank You / Q&A
      • Download Slides:
      • www.MikeVolpe.com/OPASTCO
      Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
    56. http://www.youtube.com/watch?v=Q3yCB7AvvAk
    57. http://www.youtube.com/watch?v=4-lGe5MnBlY
    58. What’s HubSpot?
      • Marketing software for SMBs
      • Over 1,800 customers in 3 years
      • 100+ employees, lots of MIT grads
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