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

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Doit marketing doitmarketing inbound secrets

  1. 1. The Secrets of Inbound MarketingHow to use SEO, blogs and social media to get found online.Rick BurnesTwitter: @rickburnesOctober 23, 2010
  2. 2. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  3. 3. Traditional Marketing (Outbound)
  4. 4. Marketing Today (Inbound)
  5. 5. Declining Traffic for Trade Publications
  6. 6. But We’re Now a Trade Publication
  7. 7. Best Young Companies? Inbound. 1950 - 2000 2000 - 2050
  8. 8. Marketing With Budget? Or Brain? Flickr: Refracted Moments Flickr: Gaetoan Lee
  9. 9. More: www.HubSpot.com/ROI
  10. 10. Why Inbound Is Cheaper
  11. 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. 12. SEOSocialMedia Blog
  13. 13. SEO Social Media BlogFlickr: Storm Crypt
  14. 14. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  15. 15. How Do You Get to the Top?
  16. 16. Pick Your Keyword Battles Flick Photos: ExtraMedium & Simonstarr Fight for “Ninja” … or “Ninja Halloween Costume”
  17. 17. Two Sides of Optimization On-Page Off-Page
  18. 18. How Do You Get Links? Have something worth linking to.
  19. 19. Blogging Means More Inbound Links
  20. 20. How Google Weighs Optimization On Page (25%) Off Page (75%) Off-page optimization is critical.
  21. 21. SEO BlogFlickr: Storm Crypt
  22. 22. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  23. 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. 24. What Should You Write About? (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
  25. 25. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  26. 26. What Content Channels Are Best? Blog Podcast Videos Photos Presentations eBooks News Releases
  27. 27. Create Content That Fits Your Industry
  28. 28. HubSpot.com/cartoons
  29. 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. 30. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  31. 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. 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. 33. PR, Social-Media Style Elapsed Time: 50 Minutes
  34. 34. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.
  35. 35. How to Get Started Listen Share Your Content Listen More Build Relationships
  36. 36. Start Listening Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com
  37. 37. Start Engaging • Facebook Discussions • LinkedIn Answers • What’s relevant in your industry?
  38. 38. Build Your Networks, Distribute Your Content42
  39. 39. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts
  40. 40. Blogging Increases Twitter Reach
  41. 41. Social Media Is Now Part of Search Results … Results from Twitter
  42. 42. And Drives SEO
  43. 43. SEO Social Media BlogFlickr: Storm Crypt
  44. 44. Agenda I. About Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  45. 45. Assess Search Engine Optimization www.websitegrader.com
  46. 46. Track Blog Subscriptions
  47. 47. Track the Whole Funnel Website Visitors Leads Customers
  48. 48. Track the Funnel by Channel SEO Blog Paid Media Leads Leads Leads Customers Customers Customers
  49. 49. How to Track Your Funnel Track visitors.
  50. 50. How to Track Your FunnelHow to Track Your Funnel Track leads.
  51. 51. How to Track Your FunnelHow to Track Your Funnel Track customers.
  52. 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. 53. Be Wary of Siloed Analysis
  54. 54. Be Wary of Siloed Analysis
  55. 55. Final Thoughts …
  56. 56. Traditional Sales
  57. 57. Inbound Sales
  58. 58. SEO Social Media Sales BlogFlickr: Storm Crypt
  59. 59. Can You Put the Pieces Together? d.j.k. on flickr
  60. 60. HubSpot Puts the Pieces Together
  61. 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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