Inbound Marketing101

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  • 1. Inbound Marketing 101 How your business can use Google, blogs and social media to get found. Rick Burnes Twitter: @rickburnes Cape Cod Technology Council July 10, 2009
  • 2. Introductions Inbound Marketer Inbound Marketing Software
  • 3. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 4. Traditional Marketing (Outbound) 4
  • 5. Marketing Today (Inbound) 5
  • 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
  • 7. Outbound Marketing in Action
  • 8. Inbound Marketing in Action
  • 9. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 9
  • 10. Inbound Is Cheaper
  • 11. Why It’s Cheaper
  • 12. Build an Asset Flick Photo: Thomas Hawk
  • 13. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 14. How Do You Get to the Top?
  • 15. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 15
  • 16. Two Sides of Optimization On-Page Off-Page 16
  • 17. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 18. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 19. Optimize (Off-Page) • Recommendations from friends 1. “I know Rick Burnes” 2. “Rick Burnes is a top notch marketer” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  • 20. How Do You Get Links? Have something worth linking to.
  • 21. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 21
  • 22. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 23. A Nice-Looking Restaurant Site
  • 24. Another Nice-Looking Restaurant Site What’s the difference?
  • 25. Blog = Better SEO, More Traffic Website Google Unique Visitors Grade Indexed (Dec.) Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  • 26. How Many Tickets Do You Have?
  • 27. What Kind of Content? “The kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR www.webinknow.com
  • 28. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 29. A Word of Caution • Business content DOES NOT mean content about the products and services you sell • Create content that’s useful and interesting to your target personas
  • 30. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 31. 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
  • 32. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 33. Social Media? No Time for That Nonsense!
  • 34. Why Do I Need to Know This?
  • 35. Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl • Unmeasured • Highly measurable • Small scale • Massive scale • No business impact • Major driver of leads, sales • But lots of fun • Still fun 35
  • 36. 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 Elapsed Time: 50 Minutes
  • 37. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 37
  • 38. How to Get Started Listen Share Your Content Listen More Build Relationships
  • 39. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers 39
  • 40. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 41. Distribute Your Content 41
  • 42. Conversation & Distribution Conversation AND Distribution 42
  • 43. Good Content Spreads 43
  • 44. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 44
  • 45. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 46. What Should You Measure? SEO Content Social Media Measure Measure Measure Visitors Measure Measure Leads Measure Customers Measure
  • 47. Assess Search Engine Optimization
  • 48. Track Blog Subscribers
  • 49. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 50. Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Techcrunch 504 75 15% 6 1.2% ZDnet 511 28 5% 1 0.2%
  • 51. Case Study: Reynolds Golf Academy •
  • 52. The Results Blog Subscribers Site Visitors & Leads
  • 53. Final Thoughts … 53
  • 54. Build Leverage 54
  • 55. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 55
  • 56. HubSpot Puts the Pieces Together 56
  • 57. 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 Email: rburnes@hubspot.com