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Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
Inbound Marketing for New England XPO for Business
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Inbound Marketing for New England XPO for Business

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Inbound Marketing - Using SEO, Blogging, Social Media together for results. presentation in the Marketing Track at the New England XPO for Business in Boston in May 2010.

Inbound Marketing - Using SEO, Blogging, Social Media together for results. presentation in the Marketing Track at the New England XPO for Business in Boston in May 2010.

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    • 1. Inbound Marketing:Social Media, SEO, Blogging & Analytics Together for Success<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
    • 2. Before We Start<br />Twitter: @mvolpe<br />Slides: www.MikeVolpe.com/NEXPO<br />Share whatever, wherever!<br />
    • 3. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
    • 4. Outbound Marketing<br />
    • 5. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
    • 6. The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
    • 7. The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 8. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
    • 9. “If you have more money than brains, use outbound marketing.<br />If you have more brains than money, use inbound marketing”<br />-- Guy Kawasaki<br />
    • 10. Questions to ask yourself...<br />
    • 11. Am I regularly creating new share-worthy content?<br />
    • 12. Am I promoting my content<br />in social media conversations?<br />
    • 13. Am I optimizing my content for search and social media?<br />
    • 14. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
    • 15. Stop thinking like a<br />marketer or advertiser.<br />
    • 16. Start thinking like a<br />publisher and socializer.<br />
    • 17. Inbound Marketing<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    • 18. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
    • 19. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    • 20. Publish Everywhere<br />
    • 21. Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    • 22. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    • 23. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    • 24. 46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 25. Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 26. More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 27. Inbound Marketing Workshop<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    • 28. SEO Tips from Website Grader<br />Lessons from 2,345,619websites<br />
    • 29. What drives SEO rank?<br />HubSpot.com/cartoons<br />
    • 30. SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
    • 31. Keywords & The Prosthodontist<br />
    • 32. On-Page SEO (Context)<br /><ul><li> Page Title
    • 33. Clean URL
    • 34. Headers & Content
    • 35. Description</li></li></ul><li>Authority is Determined by Links<br />
    • 36. More & Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
    • 37. Content is Useless w/o Links<br />Source: SEOMoz.org<br />
    • 38. Where is Search Going?<br />
    • 39. Where is Search Going?<br />
    • 40. SEO in 2010 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />
    • 41. Inbound Marketing<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    • 42. It’s NOT About You… Ever<br />HubSpot.com/cartoons<br />
    • 43. Content Makes You Interesting<br />
    • 44. Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
    • 45. Make Sharing Easy<br />
    • 46. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
    • 47. Product documentation
    • 48. Company background
    • 49. New market data
    • 50. Educational content
    • 51. Top-notch blog posts</li></li></ul><li>All Your Employees Are Marketers<br />
    • 52. Empower Employees by Sharing Info<br />
    • 53. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    • 54. Inbound Marketing<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
    • 55. Never let website visitors guess what to do next.<br />
    • 56. No Call to Action<br />
    • 57. Good Homepage Call to Action<br />
    • 58. Offer – WIIFM?<br />
    • 59. Offer – WIIFM?<br />
    • 60. Landing Pages Convert<br />
    • 61. Inbound Marketing Summary<br />Convert<br />
    • 62. Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />
    • 63. Q & A<br />These Slides: www.MikeVolpe.com/NEXPO<br />Free Trial: www.HubSpot.com<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />

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