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Rethinking Marketing: Inbound Marketing to Grow Your Business<br />Social Fresh St. Louis (#sofreshSTL)<br />April 19th, 2010<br />Mark Roberge<br />HubSpot<br />@markroberge<br />

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Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />2<br />

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Outbound Marketing<br />

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Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />

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Inbound Marketing<br />

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Inbound Leads Cost 60% Less Than Outbound Leads<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />

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Why Inbound Is Cheaper<br />

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Reading List Suggestion<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />

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Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />9<br />

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How Do You Get to the Top? History of SEO<br />

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Inbound Marketing – One Strategy not Three<br />

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SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />

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Two Sides of Optimization<br />13<br />On-Page<br />(Context)<br />Off-Page<br />(Authority)<br />

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On-Page SEO (Context)<br /><ul><li> Page Title

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Clean URL

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Headers

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Description</li></li></ul><li>Off-Page SEO (Authority)<br /><ul><li> Recommendations from friends</li></ul>“I know Mark Roberge”<br />“Mark Roberge is a marketing expert”<br />Seth Godin: Mark Roberge is a marketing expert<br /><ul><li> Links are online recommendations</li></ul>A link: www.HubSpot.com<br />Anchor text: Internet Marketing<br />Link is from the Wall Street Journal<br />

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The Long Tail<br />The New Marketplace<br />Head<br />Popularity<br />Long Tail<br />Keywords<br />

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SEO Tips from Website Grader<br />Lessons from 2,084,563 websites<br />

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Where is Search Going?<br />PERSONALIZATION<br />REAL-TIME<br />BEYOND SEARCH ENGINES<br />

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Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />19<br />

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More Content, Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />

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Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />

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Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />

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Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />

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Blogging Versus Blogging with a Purpose<br />Use keyword tool to drive blog topic selection<br />Configure blog with On-Page SEO in mind<br />Include target long tail keywords in blog article titles<br />Think of blog articles as link bait<br />Think of blog articles as an army of sales people working for you forever<br />

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Who Has Time for Blogging?<br />Domain<br />Knowledge<br />Blog<br />Success<br />Writing Skills<br />Time<br />

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Get Into the Content Mindset<br />Make emails into blog posts<br />Turn forum posts into blog posts<br />Shoot videos at events<br />Interview customers for your blog<br />Repurpose company data for public reports<br />Share lessons you learn<br />Flick Photo: Cindiann<br />

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How Often Should You Blog?<br />27<br />

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Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />

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More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />

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Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />30<br />

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Focus Participation on Digital Influencers<br />31<br />

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Distribute Your Content<br />32<br />

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How to Participate<br />WHAT NOTTO DO<br /><ul><li>Give your company elevator pitch

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Talk about your product features

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Bash your competition</li></ul>WHAT TO DO<br /><ul><li>Educate / answer their question

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Promote other good content

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Get your subject matter experts involved</li></ul>33<br />

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Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />

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Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />35<br />

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Blogs and Social Media is for Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />

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Never let website visitors guess what to do next.<br />

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How Does HubSpot Convert Visitors?<br />38<br />

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Offer – WIIFM?<br />

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Offer – WIIFM?<br />

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Offer – WIIFM?<br />Whitepapers / eBooks<br />Research / Studies<br />Free Tools<br />Trials & Samples<br />NOT “Contact Us”<br />Value must be greater than the cost…<br />

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Landing Pages<br />

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Limited Navigation<br />

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Keep It Short<br />53% Conversion<br />32% Conversion<br />

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Don’t Put Form Below the Fold<br />

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Agenda<br />Intro to Inbound Marketing<br />SEO in 2010<br />Blogging for Lead Generation<br />Social Media for Lead Generation<br />Converting Visitors to Leads<br />Measuring Inbound Marketing Success<br />46<br />

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47<br />Track the Whole Funnel for Each Channel<br />Social Media <br />Visitors<br />SEO Visitors<br />Blog Visitors<br />PPC Visitors<br />Leads<br />SEO Customers<br />Blog Customers<br />PPC Customers<br />Social Media <br />Customers<br />

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Measure Total Reach, Not Size of Email Database<br />48<br />

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Final Thoughts …<br />49<br />

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What is HubSpot?<br />On-Dialog<br />Word<br />Press<br />Drupal<br />Web CEO<br />Eloqua<br />Mktg<br />Profs<br />Radian6<br />Google<br />Lead Lander<br />Marketo<br />Manti-core<br />Web Position<br />Blogger<br />Buzz Metrics<br />Ektron<br />VTrenz<br />Core Metrics<br />Mktg Sherpa<br />HubSpot<br />

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What is HubSpot?<br /><ul><li>Founded in 2006 from research at MIT

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Over 2,500 customers

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120+ employees</li></li></ul><li>Additional Resources<br />Grade your website at www.WebsiteGrader.com<br />Read the Inbound Marketing Book www.InboundBook.com<br />Take the free Inbound Marketing training www.InboundMarketing.com<br />Start your free trial of HubSpot software www.HubSpot.com/free-trial<br />

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Thank You!#sofreshSTL<br />Mark Roberge<br />HubSpot<br />@markroberge<br />

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More on HubSpot Product<br />

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Tools to Get Found: SEO<br /><ul><li>Keyword Grader

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Link Grader

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Page Grader</li></li></ul><li>Tools to Get Found: Blog & Social Media<br /><ul><li>Business Blog Software

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Blog Analytics

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Social Media Monitoring

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Social Media Publishing</li></li></ul><li>Tools to Convert: Leads<br /><ul><li>Landing Pages

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Lead Intelligence

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Lead Alerts

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Visitor Profiling

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Lead Nurturing</li></li></ul><li>Tools to Analyze: Competitor Tracking<br />

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Tools to Analyze: Marketing Campaigns<br /><ul><li>Assess the effectiveness of your marketing on a campaign-by-campaign level

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Optimize resource allocation to maximize sales</li>