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    Oms minneapolis-final-100626095312-phpapp01 Oms minneapolis-final-100626095312-phpapp01 Presentation Transcript

    • 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
    • Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
    • Flickr: nopiedra Flickr: Sachaverelle SEO
    • Flickr: davecobb
    • Traditional Marketing (Outbound)
    • Marketing Today (Inbound)
    • Declining Traffic for Trade Pubs
    • But We’re Now a Trade Pub!
    • Best Young Companies? Inbound. 1950 - 2000 2000 - 2050
    • Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
    • More: www.HubSpot.com/ROI
    • Why Inbound Is Cheaper
    • 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
    • SEO Social Media Blog
    • SEO Social Media Blog Flickr: Storm Crypt
    • Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
    • How Do You Get to the Top?
    • Pick Your Keyword Battles Flick Photos: ExtraMedium & Simonstarr Fight for “Ninja” … or “Ninja Halloween Costume”
    • Two Sides of Optimization On-Page Off-Page
    • How Do You Get Links? Have something worth linking to.
    • Blogging Means More Inbound Links
    • How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical.
    • SEO Blog Flickr: Storm Crypt
    • Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
    • 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
    • What Should You Write About? (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
    • Content Attracts the Right People Neil Diamond Flick Photo: Marciela
    • What Content Channels Are Best? Blog Podcast Videos Photos Presentations eBooks News Releases
    • HubSpot.com/cartoons
    • 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
    • Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
    • 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
    • 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
    • PR, Social-Media Style Elapsed Time: 50 Minutes
    • Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.
    • How to Get Started Listen Share Your Content Listen More Build Relationships
    • Start Listening Places to listen • • • • • • Search.Twitter.com google.com/blogsearch Technorati.com Existing blogs Industry Twitterers Twitter.grader.com
    • Start Engaging • Facebook Discussions • LinkedIn Answers • What’s relevant in your industry?
    • Share Your Content
    • What Gets Shared? Rarely Shared • Product info • Free trials • Software documentation Frequently Shared • New data • Funny videos • Top-notch blog posts
    • Blogging Increases Twitter Reach
    • Social Media Is Now Part of SEO Results from Twitter
    • SEO Social Media Blog Flickr: Storm Crypt
    • Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
    • Assess Search Engine Optimization www.websitegrader.com
    • Track Blog Subscriptions
    • Track the Whole Funnel Website Visitors Leads Customers
    • Track the Funnel, by Channel SEO Blog Paid Media Leads Leads Leads Customers Customers Customers
    • How to Track Your Funnel Track visitors.
    • How to Track Your Funnel How to Track Your Funnel Track leads.
    • How to Track Your Funnel How to Track Your Funnel Track customers.
    • 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
    • Be Wary of Siloed Analysis
    • Be Wary of Siloed Analysis
    • Final Thoughts …
    • Traditional Sales
    • Inbound Sales
    • SEO Social Media Sales Blog Flickr: Storm Crypt
    • Can You Put the Pieces Together? d.j.k. on flickr
    • HubSpot Puts the Pieces Together
    • 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