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Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
Doit marketing doitmarketing inbound secrets
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Doit marketing doitmarketing inbound secrets

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doit marketing, doitmarketing Inbound Marketing Secrets by HubSpot. More free resources at http://www.doitmarketing.com

doit marketing, doitmarketing Inbound Marketing Secrets by HubSpot. More free resources at http://www.doitmarketing.com

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Transcript

  • 1. The Secrets of Inbound MarketingHow to use SEO, blogs and social media to get found online.Rick BurnesTwitter: @rickburnesOctober 23, 2010
  • 2. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 3. Traditional Marketing (Outbound)
  • 4. Marketing Today (Inbound)
  • 5. Declining Traffic for Trade Publications
  • 6. But We’re Now a Trade Publication
  • 7. Best Young Companies? Inbound. 1950 - 2000 2000 - 2050
  • 8. Marketing With Budget? Or Brain? Flickr: Refracted Moments Flickr: Gaetoan Lee
  • 9. More: www.HubSpot.com/ROI
  • 10. Why Inbound Is Cheaper
  • 11. What Is Inbound Marketing? Process Website Visitors ToolsGet Found Get Found• Publish • Content Mgmt• Promote • Blogging• Optimize • Social Media • SEO Leads • AnalyticsConvert Convert• Test • Offers / CTAs• Target • Landing Pages • Email• Nurture • Lead Intelligence Customers • Lead Mgmt • Analytics
  • 12. SEOSocialMedia Blog
  • 13. SEO Social Media BlogFlickr: Storm Crypt
  • 14. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 15. How Do You Get to the Top?
  • 16. Pick Your Keyword Battles Flick Photos: ExtraMedium & Simonstarr Fight for “Ninja” … or “Ninja Halloween Costume”
  • 17. Two Sides of Optimization On-Page Off-Page
  • 18. How Do You Get Links? Have something worth linking to.
  • 19. Blogging Means More Inbound Links
  • 20. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical.
  • 21. SEO BlogFlickr: Storm Crypt
  • 22. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 23. The Difference? Website Google Monthly Unique Grade Indexed Visitors Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  • 24. What Should You Write About? (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
  • 25. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 26. What Content Channels Are Best? Blog Podcast Videos Photos Presentations eBooks News Releases
  • 27. Create Content That Fits Your Industry
  • 28. HubSpot.com/cartoons
  • 29. 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
  • 30. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 31. 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
  • 32. 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
  • 33. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 34. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.
  • 35. How to Get Started Listen Share Your Content Listen More Build Relationships
  • 36. Start Listening Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com
  • 37. Start Engaging • Facebook Discussions • LinkedIn Answers • What’s relevant in your industry?
  • 38. Build Your Networks, Distribute Your Content42
  • 39. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts
  • 40. Blogging Increases Twitter Reach
  • 41. Social Media Is Now Part of Search Results … Results from Twitter
  • 42. And Drives SEO
  • 43. SEO Social Media BlogFlickr: 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 FunnelHow to Track Your Funnel Track leads.
  • 51. How to Track Your FunnelHow to Track Your Funnel Track customers.
  • 52. Why Tracking Channels Is Critical Net Visitors Leads Conversion Customers Conversion Twitter 3,289 554 17% 12 0.4% Facebook 504 75 15% 6 1.2% Stumbleupon 511 28 5% 1 0.2%
  • 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 BlogFlickr: 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/rickburnesTwitter: www.twitter.com/rickburnes

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