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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.

Published in: Business, Technology

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