Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot

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Inbound marketing keynote presentation by Mike Volpe, VP marketing at HubSpot at www.WootCon.com on 22 Feb 2010 in Bakersfield, CA. Covers inbound marketing, social media, SEO, blogging, lead …

Inbound marketing keynote presentation by Mike Volpe, VP marketing at HubSpot at www.WootCon.com on 22 Feb 2010 in Bakersfield, CA. Covers inbound marketing, social media, SEO, blogging, lead generation and online / internet marketing.

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  • To quote David Meerman Scott, no one cares about your products (except you).Don’t use your Facebook Page to talk about you and your products – create interesting, useful content that your audience wants to consume.
  • Leads

Transcript

  • 1. Inbound Marketing
    w00t! Con – 22 Feb 2010
    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. The Good News…
    Inbound Marketing:
    Get Found using Google, Social Media and Blogs
    Top 5 Web Marketing Book on Amazon
    InboundBook.com
  • 6. The Great News…
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 7. “Best Things” from 2009
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 8. “Worst Things” from 2009
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 9. Inbound Gives Leverage
  • 10. Budget vs. Brains
    Flickr: Refracted Moments
    Flickr: Gaetoan Lee
  • 11. Questions to ask yourself...
  • 12. Am I regularly creating new share-worthy content?
  • 13. Am I promoting my content
    in social media conversations?
  • 14. Am I optimizing my content for search and social media?
  • 15. Am I converting as
    many visitors into
    leads and sales as I can?
  • 16. Stop thinking like a
    marketer or advertiser.
  • 17. Start thinking like a
    publisher and socializer.
  • 18. Inbound Marketing
  • 19. Success Drives Investment in Inbound
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 20. Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • 21. Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • 22. Publish Everything
    Blog
    Podcast
    Videos
    Photos
    Presentations
    eBooks
    News Releases
  • 23. Publish Everywhere
  • 24. Re-Publish What You Have
    SolidWorks: 100+ Videos on Website
    Published on YouTube, No Promotion
    10,000+ Views / Month
  • 25. 1,000’s of Tweets about report - Twitter drove 30% of traffic
    Link-Worthy & Share-Worthy
  • 26. What Gets Shared?
    Rarely
    Shared
    Frequently
    Shared
    • Product info
    • 27. Free trials
    • 28. Software documentation
    • 29. New market data
    • 30. Educational content
    • 31. Top-notch blog posts
  • Create Great Content by Blogging
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 32. Blogging Attracts More Links
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 33. Blogging Attracts More Visitors
    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 34. 46% of companies who blog have gotten revenue
    because of their blog.
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 35. Most Business Blogs Post Weekly
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 36. Blogging More Often Drives Results
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 37. Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • 38. It’s NOT About You… Ever
    HubSpot.com/cartoons
  • 39. Target Content to Your Personas
    Kadient photo by: David Meerman Scott
  • 40. Create an Engaging Presence
    Events
    Videos
    Discussions
    Photos
    Blog Articles
  • 41. Content Makes You Interesting
  • 42. Blogging Brings Social Media Success
    Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 43. Make Sharing Easy
  • 44. Social Media is for Leads and Sales
    Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 45. Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • 46. SEO Tips from Website Grader
    Lessons from 2,084,563 websites
  • 47. Google is Judge, Jury and Executioner
    HubSpot.com/cartoons
  • 48. SEO = Context and Authority
    Ranking Algorithm:f(n): Context + Authority
  • 49. On-Page SEO (Context)
  • Attractive to Whom? (Context)
    www.seo-browser.com
  • 53. Authority is Determined by Links
  • 54. More Content, Better Content = Links
    Source: Data from selected websites using www.WebsiteGrader.com
  • 55. Inbound Marketing
    Create
    Promote
    Optimize
    Convert
  • 56. Calls to Action on All Content
  • 57. Landing Pages
  • 58. Track Your Conversion Rate
  • 59. By the time there is a
    case study in your specific industry, it's going to be way too late for you to catch up.
    -- Seth Godin
    Source: http://sethgodin.typepad.com/seths_blog/2009/11/learning-by-analogy.html
    Inbound Marketing Case Studies
  • 60. Case Study: Reynolds Golf Academy
  • 61. Results for Reynolds Golf
    Monthly Traffic and Leads
    Blog Subscribers
  • 62. 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
  • 63. Case Study: Palomar Technologies
  • 64. Results for Palomar Technologies
    Monthly Traffic
    Google Referrers
  • 65. Results for Palomar Technologies
    Increased lead flow over 100%
    Increased organic search traffic more than 50%
  • 66. Case Study: Movative
  • 67. Results for Modative
    Google Referrers
    Blog Subscribers
  • 68. Results for Modative
    Increased organic search traffic more than 150%
    Increased lead flow and inquiries
  • 69. Case Study: Cilk Arts, Inc.
    Multicore programming software tools
    Open source business model
    Big bet on Inbound Marketing
    No sales people
    Hired 1 marketer 8 months before product shipped
    Blog as primary marketing vehicle
    Entire team contributed (~1 post / week)
  • 70. Results for Cilk Arts
    Reached over 100,000 developers
    Traffic and awareness matched or exceeded competitors
    Adoption at >250 universities worldwide
    >3,000 leads
    Update: Cilk Arts acquired by Intel in July 2009
  • 71. Get the whole team engaged
    Don’t obsess over
    # of comments
    Don’t know ahead of time which topics will strike a chord
    Links drove our search engine rank
  • 72. Recommendations from Cilk Arts
    Get your whole organization engaged in contributing content
    Be real, be genuine, personality is good
    Build an editorial calendar with a broad set of interesting, valuable content
    Leverage content in many other ways
  • 73. Inbound Marketing Summary
    Convert
  • 74. Suggested Next Steps
    Read the “Inbound Marketing” Book
    Grade your website: www.WebsiteGrader.com
    Additional Free Resources: www.HubSpot.com/marketing-hubs
  • 75. Q & A
    HubSpot Free Trial: www.HubSpot.com/free-trial
    Mike Volpe
    VP Marketing @HubSpot
    Twitter: @mvolpe
  • 76. Appendix
  • 77. Case Study: BlendTec - Will It Blend?
    Videos + Social Media
    200,000 YouTube subscribers
    500+ Facebook groups
    5 Digg front page stories
    48,000 inbound links
    5x Sales Increase
  • 78. Case Study: Website Grader
    Free interactive tool
    2.0 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
  • 79. 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
  • 80. Case Study: B2B Music Video
    http://www.youtube.com/watch?v=4-lGe5MnBlY
  • 81. 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
  • 82. Case Study: HubSpot Blog
    Top 3 source of leads
    ~10% visit company website
    ~10-20% lead conversion rate
  • 83. Blog Article Performance Metrics
  • 84. 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
  • 85. Analysis and Measurement
    Flickr: akisra
  • 86. Traffic
  • 87. Leads
  • 88. Sales
  • 89. …By Channel or Source
    Visitors
    Leads
    Sales
    SEO
    Social
    Media