Inbound Marketing 101
March 2009 | ANPI Annual Meeting Preview
Mike Volpe
VP Marketing
HubSpot
Twitter: @mvolpe

Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips

Outbound Marketing
800-555-1234
Annoying
Salesperson

Inbound Marketing
Blog SEO Social Media

Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools / trials
• TV/radio ads • PR / Buzz
Interruption Permission

Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips

Tip #1 – Publish, Don’t Advertise
“Think like a publisher”
-- David Meerman Scott

Where do you get your news?

What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

Where to Publish?

Tip #2 – SEO
7,900,000,000
(3,000+ per second)

25% of SEO = On Page
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

25% of SEO = On Page
• Description
• Keywords
• Alt text on images

75% of SEO = Off Page
• Recommendations from friends
1. “I know Mike Volpe”
2. “Mike Volpe is a marketing expert”
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

Tip #3 – Social Media
Flickr: chelmsfordpubliclibrary

“I’m too old to understand
this Social Media stuff.”
• Similar to a
business cocktail
reception
• Without constraints
of time or space

Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community
• Ask and answer questions
• More effective than live cocktail parties
• No boundaries of time or space
• Other people can listen in easily

Build Network - Keyword Search

Build Network - Engage Famous People
2,700 followers
1,200 followers

Promote Your Content

Tip #4 – Measurement
Flickr: noblelgnnoble

Internet Marketing Scorecard

Blog Subscribers & Visitors

SEO Ranks

Traffic, Leads and Customers
Visitors from Blogging
Visitors Leads Customers
SEO 5,289 754 12
Blogging 834 72 3
Social Media 511 28 1

Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee

Thank You!
I hope to see you!
Register:
www.ANPIsolutions.com
Mike Volpe
VP Marketing
HubSpot