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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Inbound Marketing for New England XPO for Business Inbound Marketing for New England XPO for Business Presentation Transcript

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