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Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
Oms minneapolis-final-100626095312-phpapp01
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Oms minneapolis-final-100626095312-phpapp01

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  • 1. Online Marketing Summit Minneapolis | June 25, 2010 Integrated Inbound Marketing How to use Google, Blogs & Social Media together to get found online. Rick Burnes HubSpot
  • 2. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 3. Flickr: nopiedra Flickr: Sachaverelle SEO
  • 4. Flickr: davecobb
  • 5. Traditional Marketing (Outbound)
  • 6. Marketing Today (Inbound)
  • 7. Declining Traffic for Trade Pubs
  • 8. But We’re Now a Trade Pub!
  • 9. Best Young Companies? Inbound. 1950 - 2000 2000 - 2050
  • 10. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  • 11. More: www.HubSpot.com/ROI
  • 12. Why Inbound Is Cheaper
  • 13. What Is Inbound Marketing? Process Website Visitors Get Found • Publish • Promote • Optimize Leads Tools Get Found • Content Mgmt • Blogging • Social Media • SEO • Analytics Convert Convert • Test • Target • Nurture Customers • • • • • • Offers / CTAs Landing Pages Email Lead Intelligence Lead Mgmt Analytics
  • 14. SEO Social Media Blog
  • 15. SEO Social Media Blog Flickr: Storm Crypt
  • 16. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 17. How Do You Get to the Top?
  • 18. Pick Your Keyword Battles Flick Photos: ExtraMedium & Simonstarr Fight for “Ninja” … or “Ninja Halloween Costume”
  • 19. Two Sides of Optimization On-Page Off-Page
  • 20. How Do You Get Links? Have something worth linking to.
  • 21. Blogging Means More Inbound Links
  • 22. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical.
  • 23. SEO Blog Flickr: Storm Crypt
  • 24. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 25. The Difference? Website Grade Google Indexed Pages Monthly Unique Visitors www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  • 26. What Should You Write About? (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
  • 27. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 28. What Content Channels Are Best? Blog Podcast Videos Photos Presentations eBooks News Releases
  • 29. HubSpot.com/cartoons
  • 30. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  • 31. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 32. Social Media Is Now a Staple Flickr: anitacanita • Unmeasured • Small scale • No business impact • But lots of fun Flickr: sierravalleygirl • Highly measurable • Massive scale • Major driver of leads, sales • Still fun
  • 33. PR, Social-Media Style Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now
  • 34. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 35. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.
  • 36. How to Get Started Listen Share Your Content Listen More Build Relationships
  • 37. Start Listening Places to listen • • • • • • Search.Twitter.com google.com/blogsearch Technorati.com Existing blogs Industry Twitterers Twitter.grader.com
  • 38. Start Engaging • Facebook Discussions • LinkedIn Answers • What’s relevant in your industry?
  • 39. Share Your Content
  • 40. What Gets Shared? Rarely Shared • Product info • Free trials • Software documentation Frequently Shared • New data • Funny videos • Top-notch blog posts
  • 41. Blogging Increases Twitter Reach
  • 42. Social Media Is Now Part of SEO Results from Twitter
  • 43. SEO Social Media Blog Flickr: Storm Crypt
  • 44. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 45. Assess Search Engine Optimization www.websitegrader.com
  • 46. Track Blog Subscriptions
  • 47. Track the Whole Funnel Website Visitors Leads Customers
  • 48. Track the Funnel, by Channel SEO Blog Paid Media Leads Leads Leads Customers Customers Customers
  • 49. How to Track Your Funnel Track visitors.
  • 50. How to Track Your Funnel How to Track Your Funnel Track leads.
  • 51. How to Track Your Funnel How to Track Your Funnel Track customers.
  • 52. Why Tracking Channels Is Critical Visitors Leads Conversion Customers Net Conversion 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2% Twitter
  • 53. Be Wary of Siloed Analysis
  • 54. Be Wary of Siloed Analysis
  • 55. Final Thoughts …
  • 56. Traditional Sales
  • 57. Inbound Sales
  • 58. SEO Social Media Sales Blog Flickr: Storm Crypt
  • 59. Can You Put the Pieces Together? d.j.k. on flickr
  • 60. HubSpot Puts the Pieces Together
  • 61. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes

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