Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot

Inbound Marketing
w00t! Con – 22 Feb 2010
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe

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

“Best Things” from 2009

“Worst Things” from 2009

Inbound Gives Leverage

Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee

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

Success Drives Investment in Inbound

Inbound Marketing
Create
Promote
Optimize
Convert

Publish Everything
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases

Publish Everywhere

Re-Publish What You Have
SolidWorks: 100+ Videos on Website
Published on YouTube, No Promotion
10,000+ Views / Month

1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy

What Gets Shared?
Rarely
Shared
Frequently
Shared
Product info
Free trials
Software documentation
New market data
Educational content
Top-notch blog posts

Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Links

Blogging Attracts More Visitors

46% of companies who blog have gotten revenue
because of their blog.

Most Business Blogs Post Weekly

Blogging More Often Drives Results

Inbound Marketing
Create
Promote
Optimize
Convert

It’s NOT About You… Ever
HubSpot.com/cartoons

Target Content to Your Personas
Kadient photo by: David Meerman Scott

Create an Engaging Presence
Events
Videos
Discussions
Photos
Blog Articles

Content Makes You Interesting

Blogging Brings Social Media Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Make Sharing Easy

Social Media is for Leads and Sales

Inbound Marketing
Create
Promote
Optimize
Convert

SEO Tips from Website Grader
Lessons from 2,084,563 websites

Google is Judge, Jury and Executioner
HubSpot.com/cartoons

SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority

On-Page SEO (Context)
Page Title
Clean URL
Headers & Content
Description

Attractive to Whom? (Context)
www.seo-browser.com

Authority is Determined by Links

More Content, Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com

Inbound Marketing
Create
Promote
Optimize
Convert

Calls to Action on All Content

Landing Pages

Track Your Conversion Rate

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

Case Study: Reynolds Golf Academy

Results for Reynolds Golf
Monthly Traffic and Leads
Blog Subscribers

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

Case Study: Palomar Technologies

Results for Palomar Technologies
Monthly Traffic
Google Referrers

Results for Palomar Technologies
Increased lead flow over 100%
Increased organic search traffic more than 50%

Case Study: Movative

Results for Modative
Google Referrers
Blog Subscribers

Results for Modative
Increased organic search traffic more than 150%
Increased lead flow and inquiries

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)

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

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

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

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
HubSpot Free Trial: www.HubSpot.com/free-trial
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe

Appendix

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

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

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

Case Study: B2B Music Video
http://www.youtube.com/watch?v=4-lGe5MnBlY

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

Case Study: HubSpot Blog
Top 3 source of leads
~10% visit company website
~10-20% lead conversion rate

Blog Article Performance Metrics

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

Analysis and Measurement
Flickr: akisra

Traffic

…By Channel or Source
Visitors
Leads
Sales
SEO
Social
Media

http://www.mikevolpe.com	124
http://lehre2.fh-steyr.at	17
http://www.slideshare.net	10
http://w00tcon.com	3
http://115.112.206.131	1

Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot

by Mike Volpe

Accessibility

Categories

Upload Details

Usage Rights

5 Embeds 155

Statistics