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Inbound Marketing Keynote at Woot Con - Mike Volpe, HubSpot
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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