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Inbound Marketing<br />Downtown Women’s Club – March 2010<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe...
Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
Outbound Marketing<br />
Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book o...
The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
“Best Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
“Worst Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Gives Leverage<br />
Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
Questions to ask yourself...<br />
Am I regularly creating new share-worthy content?<br />
Am I promoting my content<br />in social media conversations?<br />
Am I optimizing my content for search and social media?<br />
Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
Stop thinking like a<br />marketer or advertiser.<br />
Start thinking like a<br />publisher and socializer.<br />
Inbound Marketing<br />
Success Drives Investment in Inbound<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
Publish Everywhere<br />
Re-Publish What You Have<br />SolidWorks: 100+ Videos on Website<br />Published on YouTube, No Promotion<br />10,000+ View...
1,000’s of Tweets about report - Twitter drove 30% of traffic<br />Link-Worthy & Share-Worthy<br />
What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
 Free trials
 Software documentation
 New market data
 Educational content
 Top-notch blog posts</li></li></ul><li>Create Great Content by Blogging<br />Source: Data from over 1,500 small businesse...
Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: H...
Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Blogging More Often Drives Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
It’s NOT About You… Ever<br />HubSpot.com/cartoons<br />
Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
Create an Engaging Presence<br />Events<br />Videos<br />Discussions<br />Photos<br />Blog Articles<br />
Content Makes You Interesting<br />
Blogging Brings Social Media Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
Make Sharing Easy<br />
Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
SEO Tips from Website Grader<br />Lessons from 2,084,563 websites<br />
Google is Judge, Jury and Executioner<br />HubSpot.com/cartoons<br />
SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
On-Page SEO (Context)<br /><ul><li> Page Title
 Clean URL
 Headers & Content
 Description</li></li></ul><li>Attractive to Whom?  (Context)<br />www.seo-browser.com<br />
Authority is Determined by Links<br />
More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
Calls to Action on All Content<br />
Landing Pages<br />
Track Your Conversion Rate<br />
By the time there is a <br />case study in your specific industry, it's going to be way too late for you to catch up.<br /...
Case Study: Reynolds Golf Academy<br />
Results for Reynolds Golf<br />Monthly Traffic and Leads<br />Blog Subscribers<br />
Results for Reynolds Golf<br />Increased traffic and lead volume by over 50x<br />Accumulated over 300 blog subscribers <b...
Case Study: Palomar Technologies<br />
Results for Palomar Technologies<br />Monthly Traffic<br />Google Referrers<br />
Results for Palomar Technologies<br />Increased lead flow over 100%<br />Increased organic search traffic more than 50%<br />
Case Study: Movative<br />
Results for Modative<br />Google Referrers<br />Blog Subscribers<br />
Results for Modative<br />Increased organic search traffic more than 150%<br />Increased lead flow and inquiries<br />
Inbound Marketing Summary<br />Convert<br />
Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />Additional...
Q & A<br />HubSpot Free Trial: www.HubSpot.com/free-trial<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe...
How to Put All the Pieces Together?<br />d.j.k. on flickr<br />
HubSpot Puts the Pieces Together<br />
What’s HubSpot?<br /><ul><li>All-in-one Marketing Software
Over 2,200 customers in 3 years
120+ employees, lots of MIT grads</li></li></ul><li>Blog & Social Media<br /><ul><li>Business Blog Software
Blog Analytics
Social Media Monitoring
Social Media Publishing</li></li></ul><li>Search Optimization<br /><ul><li>Keyword Grader
Link Grader
Page Grader</li></li></ul><li>Lead Generation<br /><ul><li>Landing Pages
Lead Intelligence
Lead Alerts
Visitor Profiling</li></li></ul><li>Competitor Tracking<br />
Marketing Analytics<br /><ul><li>Assess the effectiveness of your marketing on a campaign-by-campaign level
Optimize resource allocation to maximize sales</li></li></ul><li>Proven ROI by 2,100+ Customers<br />Cilk Arts Increases L...
Appendix<br />
Case Study: BlendTec - Will It Blend?<br />Videos + Social Media<br />200,000 YouTube subscribers<br />500+ Facebook group...
Case Study: Website Grader<br />Free interactive tool<br />2.0 million URLs<br />40,000 inbound links<br />5,000 websites ...
Case Study: HubSpot TV<br />Weekly video podcast<br />80-100 live viewers<br />1-2K views / episode<br />Top 5 marketing p...
Case Study: B2B Music Video<br />http://www.youtube.com/watch?v=4-lGe5MnBlY<br />
Case Study: B2B Music Video<br /><ul><li>Video</li></ul>40,000 views first week<br />10,000 views first day<br /><ul><li>S...
Case Study: HubSpot Blog<br />Top 3 source of leads<br />~10% visit company website<br />~10-20% lead conversion rate<br />
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Inbound Marketing Webinar for Downtown Womens Club

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Inbound Marketing webinar by Mike Volpe, VP marketing at HubSpot for the Downtown Womens Club in March 2010. 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.
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  • Transcript of "Inbound Marketing Webinar for Downtown Womens Club"

    1. 1. Inbound Marketing<br />Downtown Women’s Club – March 2010<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
    2. 2. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
    3. 3. Outbound Marketing<br />
    4. 4. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
    5. 5. The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
    6. 6. The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    7. 7. “Best Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    8. 8. “Worst Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    9. 9. Inbound Gives Leverage<br />
    10. 10. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
    11. 11. Questions to ask yourself...<br />
    12. 12. Am I regularly creating new share-worthy content?<br />
    13. 13. Am I promoting my content<br />in social media conversations?<br />
    14. 14. Am I optimizing my content for search and social media?<br />
    15. 15. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
    16. 16. Stop thinking like a<br />marketer or advertiser.<br />
    17. 17. Start thinking like a<br />publisher and socializer.<br />
    18. 18. Inbound Marketing<br />
    19. 19. Success Drives Investment in Inbound<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    20. 20. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    21. 21. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    22. 22. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
    23. 23. Publish Everywhere<br />
    24. 24. Re-Publish What You Have<br />SolidWorks: 100+ Videos on Website<br />Published on YouTube, No Promotion<br />10,000+ Views / Month<br />
    25. 25. 1,000’s of Tweets about report - Twitter drove 30% of traffic<br />Link-Worthy & Share-Worthy<br />
    26. 26. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
    27. 27. Free trials
    28. 28. Software documentation
    29. 29. New market data
    30. 30. Educational content
    31. 31. Top-notch blog posts</li></li></ul><li>Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    32. 32. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    33. 33. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
    34. 34. 46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    35. 35. Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    36. 36. Blogging More Often Drives Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    37. 37. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    38. 38. It’s NOT About You… Ever<br />HubSpot.com/cartoons<br />
    39. 39. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
    40. 40. Create an Engaging Presence<br />Events<br />Videos<br />Discussions<br />Photos<br />Blog Articles<br />
    41. 41. Content Makes You Interesting<br />
    42. 42. Blogging Brings Social Media Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
    43. 43. Make Sharing Easy<br />
    44. 44. Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
    45. 45. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    46. 46. SEO Tips from Website Grader<br />Lessons from 2,084,563 websites<br />
    47. 47. Google is Judge, Jury and Executioner<br />HubSpot.com/cartoons<br />
    48. 48. SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
    49. 49. On-Page SEO (Context)<br /><ul><li> Page Title
    50. 50. Clean URL
    51. 51. Headers & Content
    52. 52. Description</li></li></ul><li>Attractive to Whom? (Context)<br />www.seo-browser.com<br />
    53. 53. Authority is Determined by Links<br />
    54. 54. More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
    55. 55. Inbound Marketing<br /> Create<br /> Promote<br /> Optimize<br /> Convert<br />
    56. 56. Calls to Action on All Content<br />
    57. 57. Landing Pages<br />
    58. 58. Track Your Conversion Rate<br />
    59. 59. By the time there is a <br />case study in your specific industry, it's going to be way too late for you to catch up.<br />-- Seth Godin<br />Source: http://sethgodin.typepad.com/seths_blog/2009/11/learning-by-analogy.html<br />Inbound Marketing Case Studies<br />
    60. 60. Case Study: Reynolds Golf Academy<br />
    61. 61. Results for Reynolds Golf<br />Monthly Traffic and Leads<br />Blog Subscribers<br />
    62. 62. Results for Reynolds Golf<br />Increased traffic and lead volume by over 50x<br />Accumulated over 300 blog subscribers <br />Attracted 4,191 inbound links from over 230 domains<br />The website's traffic rank has improved from 5.9 million to between 1 million and 2 million<br />
    63. 63. Case Study: Palomar Technologies<br />
    64. 64. Results for Palomar Technologies<br />Monthly Traffic<br />Google Referrers<br />
    65. 65. Results for Palomar Technologies<br />Increased lead flow over 100%<br />Increased organic search traffic more than 50%<br />
    66. 66. Case Study: Movative<br />
    67. 67. Results for Modative<br />Google Referrers<br />Blog Subscribers<br />
    68. 68. Results for Modative<br />Increased organic search traffic more than 150%<br />Increased lead flow and inquiries<br />
    69. 69. Inbound Marketing Summary<br />Convert<br />
    70. 70. Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />
    71. 71. Q & A<br />HubSpot Free Trial: www.HubSpot.com/free-trial<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />
    72. 72. How to Put All the Pieces Together?<br />d.j.k. on flickr<br />
    73. 73. HubSpot Puts the Pieces Together<br />
    74. 74. What’s HubSpot?<br /><ul><li>All-in-one Marketing Software
    75. 75. Over 2,200 customers in 3 years
    76. 76. 120+ employees, lots of MIT grads</li></li></ul><li>Blog & Social Media<br /><ul><li>Business Blog Software
    77. 77. Blog Analytics
    78. 78. Social Media Monitoring
    79. 79. Social Media Publishing</li></li></ul><li>Search Optimization<br /><ul><li>Keyword Grader
    80. 80. Link Grader
    81. 81. Page Grader</li></li></ul><li>Lead Generation<br /><ul><li>Landing Pages
    82. 82. Lead Intelligence
    83. 83. Lead Alerts
    84. 84. Visitor Profiling</li></li></ul><li>Competitor Tracking<br />
    85. 85. Marketing Analytics<br /><ul><li>Assess the effectiveness of your marketing on a campaign-by-campaign level
    86. 86. Optimize resource allocation to maximize sales</li></li></ul><li>Proven ROI by 2,100+ Customers<br />Cilk Arts Increases Leads 500%<br />Makana Solutions 3x Leads, 2x Conversions<br />VocioPays for HubSpot 30x Over with New Leads<br />Objective Management Group Grows Leads 360%<br />Bridge Group Doubles Online Leads <br />www.HubSpot.com/ROI<br />
    87. 87. Appendix<br />
    88. 88. Case Study: BlendTec - Will It Blend?<br />Videos + Social Media<br />200,000 YouTube subscribers<br />500+ Facebook groups<br />5 Digg front page stories<br />48,000 inbound links<br />5x Sales Increase<br />
    89. 89. Case Study: Website Grader<br />Free interactive tool<br />2.0 million URLs<br />40,000 inbound links<br />5,000 websites w/ badge & link<br />4,500 Del.icio.us bookmarks<br />Great PR coverage (TechCrunch, RWW)<br />50,000+ visitors from StumbleUpon<br />100,000+ opt-in emails & leads<br />
    90. 90. Case Study: HubSpot TV<br />Weekly video podcast<br />80-100 live viewers<br />1-2K views / episode<br />Top 5 marketing podcast in iTunes<br />70,000 views in first year<br />Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan<br />
    91. 91. Case Study: B2B Music Video<br />http://www.youtube.com/watch?v=4-lGe5MnBlY<br />
    92. 92. Case Study: B2B Music Video<br /><ul><li>Video</li></ul>40,000 views first week<br />10,000 views first day<br /><ul><li>Social Media</li></ul>#1 source = StumbleUpon<br />#2 source = Twitter<br />#3 source = Facebook<br /><ul><li>SEO</li></ul>Page 1 for “inbound marketing”<br />50+ inbound links to blog article<br />
    93. 93. Case Study: HubSpot Blog<br />Top 3 source of leads<br />~10% visit company website<br />~10-20% lead conversion rate<br />
    94. 94. Blog Article Performance Metrics<br />
    95. 95. Blogging is Key for SEO and Social<br />25-30% of visitors from SEO<br />Google is 90% of our SEO traffic<br />20-25% of visitors from social media<br />Stumbleupon<br />Twitter<br />Facebook<br />Reddit<br />Delicious<br />Digg<br />LinkedIn<br />Friendfeed<br />
    96. 96. Analysis and Measurement<br />Flickr: akisra<br />
    97. 97. Traffic<br />
    98. 98. Leads<br />
    99. 99. Sales<br />
    100. 100. …By Channel or Source<br />Visitors<br />Leads<br />Sales<br />SEO<br />Social<br />Media<br />
    101. 101. Social Media for Business<br />
    102. 102. Case Study: Cilk Arts, Inc.<br />Multicore programming software tools<br />Open source business model<br />Big bet on Inbound Marketing<br />No sales people<br />Hired 1 marketer 8 months before product shipped<br />Blog as primary marketing vehicle<br />Entire team contributed (~1 post / week)<br />
    103. 103. Results for Cilk Arts<br />Reached over 100,000 developers<br />Traffic and awareness matched or exceeded competitors<br />Adoption at >250 universities worldwide<br />>3,000 leads<br />Update: Cilk Arts acquired by Intel in July 2009<br />
    104. 104. Get the whole team engaged<br />Don’t obsess over <br /># of comments<br />Don’t know ahead of time which topics will strike a chord<br />Links drove our search engine rank<br />
    105. 105. Recommendations from Cilk Arts<br />Get your whole organization engaged in contributing content<br />Be real, be genuine, personality is good<br />Build an editorial calendar with a broad set of interesting, valuable content<br />Leverage content in many other ways<br />
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