Seosocialsearchleadgenerationwebinarhubspotmay2010pdf 100507151520-phpapp01

  • 312 views
Uploaded on

 

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
312
On Slideshare
0
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
5
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. SEO & Social Searchfor Lead GenerationMike VolpeVP Marketing, HubSpotTwitter: @mvolpe
  • 2. Marketing is Changing 1950 - 2000 2000 - 2050
  • 3. Outbound Marketing
  • 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
  • 5. The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com
  • 6. The Great News… Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 7. Budget vs. BrainsFlickr: Refracted Moments Flickr: Gaetoan Lee
  • 8. “If you have more money thanbrains, use outbound marketing. If you have more brains thanmoney, use inbound marketing” -- Guy Kawasaki
  • 9. Inbound Marketing Process Create Optimize Promote Convert Analyze
  • 10. Where is Search Going?
  • 11. Where is Search Going?
  • 12. What Does SEO Rank Mean? “SEO rank is now a meaningless metric.” -- Mike Volpe (@mvolpe)
  • 13. What Does SEO Rank Mean? At any one time you rank #1 or #8 or #40 based on who is searching, where they search, and what is happening.
  • 14. HOLY CRAP
  • 15. “What the hell do I do?” -- You
  • 16. “Pay attention to the webinar.”http://www.hubspot.com/marketing-webinars/how-to-use-seo-and-social-search-for-lead-generation-webinar/ -- Mike Volpe (@mvolpe)
  • 17. SEO Tips from Website Grader Lessons from 2,341,786 websites
  • 18. Timeline of SEO Time Period Ranking Algorithm Before 2000 • Context (web page content) • Context 2000 to 2010 • Authority (links) • Context • Authority 2010 and Beyond • Personalization (social media and personal info)
  • 19. SEO Before 2000 Ranking Algorithm: f(n): Context
  • 20. Which Page Gets #1 Ranking?Search: “business software” vs.Result: HubSpot.com = #1HubSpot has stuffed all the metadata and textfields with lots of keyword phrases, including“business software”, “business”, etc.
  • 21. On-Page SEO (Context)• Page Title• Clean URL• Headers & Content• Description
  • 22. Keywords & The Prosthodontist “Cosmetic Dentist” vs “Prosthodontist” Image: http://www.thehumorousimage.com/
  • 23. Attractive to Whom? (Context) www.seo-browser.com
  • 24. What Does SEO Rank Mean? “Website traffic is meaningless unless it converts into leads.” -- Mike Volpe (@mvolpe)
  • 25. No Call to Action
  • 26. Good Homepage Call to Action
  • 27. Offer – WIIFM?
  • 28. Offer – WIIFM?
  • 29. Landing Pages Convert
  • 30. Pre-2000 SEO Tips • Use lots of keywords everywhere you think keywords can be used as keywords raising keyword density with more keywords…  • Make pages easy for search spiders to crawl • Use calls to action and landing pages to convert leads • These tips are still somewhat relevant
  • 31. SEO from 2000 to 2010 Ranking Algorithm: f(n): Context + Authority
  • 32. Which Page Gets #1 Ranking?Search: “business software” vs.Result: Salesforce.com = #1Salesforce.com has more links and authoritysince it is a larger company and has been aroundlonger.
  • 33. Authority is Determined by Links
  • 34. Why Links are Votes to Google• Recommendations from friends 1. “I know HubSpot” 2. “HubSpot 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
  • 35. More + Better Content = Links
  • 36. Content is Useless w/o Links
  • 37. Publish Everything• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
  • 38. Publish Everywhere
  • 39. What Gets Shared or Linked? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts
  • 40. Link-Worthy & Share-Worthy Over 1,200 inbound links to one blog article.1,000’s of Tweets about report - Twitter drove 30% of traffic
  • 41. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 42. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 43. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 44. 46% of companies who blog have gotten revenue because of their blog. Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 45. 2000 to 2010 SEO Tips • Use a couple keywords in page titles and page content and make pages easy for search spiders to crawl • Create useful content (blog!) and promote that content (social & email) to attract more links • Use calls to action and landing pages to convert leads • These tips are still very relevant
  • 46. SEO in 2010 and Beyond Ranking Algorithm: f(n): Context + Authority + Social Graph
  • 47. Which Page Gets #1 Ranking?Search: “business software” vs.Result: It depends!It depends on who you are and when you search.
  • 48. Which Page Gets #1 Ranking?Search: “business software” by Mikewho is a member of the “InboundMarketers” LinkedIn group and isfriends on Facebook with 3 people thatare fans of HubSpot on Facebook.Result: HubSpot.com = #1Mike has a connection to HubSpot, making is morerelevant to him.
  • 49. Which Page Gets #1 Ranking?Search: “business software” by Marywho follows 30 people on Twitter whofollow Salesforce on Twitter and shehas read about CRM on wikipedia.Result: Salesforce.com = #1Mary likes CRM and her friends seem to likeSalesforce.com, maybe she will too.
  • 50. Which Page Gets #1 Ranking?Search: “business software” by Olliewho is not using Facebook, Twitter orany social media at all.Result: HubSpot.com = #1Ollie does not use social media. But people likehim do, and HubSpot has 12,000 Facebook fans,and Salesforce only has 6,000, so if more peoplelike HubSpot, maybe Ollie will too.
  • 51. Which Page Gets #1 Ranking?Search: “business software” by Ianwho uses Twitter but does not followHubSpot or Salesforce on Twitter.Result: HubSpot.com = #1Ian uses Ollie does not use social media. Butpeople like him do, and HubSpot has 12,000Facebook fans, and Salesforce only has 6,000, soif more people like HubSpot, maybe Ollie will too.
  • 52. Which Page Gets #1 Ranking?Search: “business software” by Natalie,and there has just been a big newsstory featuring HubSpot on CNN.com,and it is a top trending topic on Twitter.Result: HubSpot.com = #1Salesforce.com is a bigger and better knowncompany, but something big is happening atHubSpot right now, so Natalie will probably like toknow about that first.
  • 53. Build Your Reach to Build AuthorityReach Metric HubSpot Salesforce.comInbound Links 451,000 78,676MozRank SEO Authority 1-10 6 6LinkedIn Group Members 45,000 14,400LinkedIn Company Followers 458 276Facebook Fans 11,900 6,500Twitter Followers 34,000 6,800Google Buzz Followers 1,000 NoneYouTube Views 300,000 400,000Slideshare Views 375,000 3,000Twitter Mentions Per Month 34,000 9,500
  • 54. Content Makes You Interesting
  • 55. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 56. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 57. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 58. Social Media = Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 59. Build Network - Keyword Search
  • 60. Search.Twitter.com
  • 61. LinkedIn Answers
  • 62. LinkedIn Groups
  • 63. All Your Employees Are Marketers
  • 64. Empower Employees by Sharing Info
  • 65. SEO Tips for 2010 and Beyond • Optimize your content • Attract links to your content • Publish more content, more often • Be active in social media, often • Build large networks of relevant and engaged followers in social media • Use calls to action and landing pages to convert leads
  • 66. Suggested Next Steps The Basics: • Read the “Inbound Marketing” Book • Grade your website: www.WebsiteGrader.com More Advanced: • Tips for Twitter, Facebook, LinkedIn: • www.HubSpot.com/marketing-hubs
  • 67. Inbound Marketing Summary Create Optimize Convert Promote
  • 68. Try HubSpot for FREE:www.HubSpot.com/free-trial
  • 69. How to Put All the Pieces Together?d.j.k. on flickr
  • 70. HubSpot Puts the Pieces Together
  • 71. What’s HubSpot? • All-in-one Marketing Software • Over 2,600 customers in 3 years • 140+ employees, lots of MIT grads
  • 72. Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing
  • 73. Search Optimization • Keyword Grader • Link Grader • Page Grader
  • 74. Email Marketing & Lead Nurturing • Email Marketing • Lead Nurturing
  • 75. Lead Generation • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling
  • 76. Competitor Tracking
  • 77. Marketing Analytics • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales
  • 78. Proven ROI by 2,600+ Customers Cilk Arts Increases Leads 500% Makana Solutions 3x Leads, 2x Conversions Vocio Pays for HubSpot 30x Over with New Leads Objective Management Group Grows Leads 360% Bridge Group Doubles Online Leads www.HubSpot.com/ROI
  • 79. Try HubSpot for FREE:www.HubSpot.com/free-trial
  • 80. Q&AFree Trial: www.HubSpot.com/free-trialMike VolpeVP Marketing @HubSpotTwitter: @mvolpe