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
    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