Inbound Marketing 101

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A presentation by Rick Burnes on Sept 26, 2009, at Holy Cross University. The talk was an introduction to inbound marketing, covering seo, blogging, social media and ways all three can be used to help small businesses reach customers.

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Inbound Marketing 101

  1. 1. Inbound Marketing 101 How to use Google, blogs and social media to get found online. Rick Burnes Twitter: @rickburnes September 26, 2009
  2. 2. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  3. 3. What’s HubSpot? • Founded in July 2006 from research at MIT • Cambridge, MA • 1600+ customers, 95+ employees 3
  4. 4. Traditional Marketing (Outbound) 4
  5. 5. Marketing Today (Inbound) 5
  6. 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
  7. 7. Outbound Marketing in Action
  8. 8. Inbound Marketing in Action
  9. 9. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 9
  10. 10. Inbound Is Cheaper
  11. 11. Why It’s Cheaper
  12. 12. Build an Asset Flick Photo: Thomas Hawk
  13. 13. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  14. 14. How Do You Get to the Top?
  15. 15. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 15
  16. 16. Two Sides of Optimization On-Page Off-Page 16
  17. 17. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  18. 18. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  19. 19. Optimize (Off-Page) • Recommendations from friends 1. “I know Rick Burnes” 2. “Rick Burnes is a top notch marketer” 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
  20. 20. How Do You Get Links? Have something worth linking to.
  21. 21. Blogging Means More Inbound Links 21
  22. 22. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 22
  23. 23. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  24. 24. A Nice-Looking Restaurant Site
  25. 25. Another Nice-Looking Restaurant Site What’s the difference?
  26. 26. Blog = Better SEO, More Traffic 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
  27. 27. How Many Tickets Do You Have?
  28. 28. More Indexed Pages 28
  29. 29. More Visitors 29
  30. 30. What Kind of Content? “The kind of online content that your buyers naturally gravitate to.” - David Meerman Scott Author of The New Rules of Marketing & PR www.webinknow.com
  31. 31. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  32. 32. A Word of Caution • Business content DOES NOT mean content about the products and services you sell • Create content that’s useful and interesting to your target personas
  33. 33. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  34. 34. 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
  35. 35. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  36. 36. Social Media? No Time for That Nonsense!
  37. 37. 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 37
  38. 38. 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
  39. 39. PR, Social-Media Style Elapsed Time: 50 Minutes
  40. 40. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 40
  41. 41. How to Get Started Listen Share Your Content Listen More Build Relationships
  42. 42. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers • Twitter.grader.com 42
  43. 43. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  44. 44. Distribute Your Content 44
  45. 45. Conversation & Distribution Conversation AND Distribution 45
  46. 46. Good Content Spreads 46
  47. 47. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 47
  48. 48. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  49. 49. Assess Search Engine Optimization
  50. 50. Track Blog Subscribers
  51. 51. What Should You Measure? SEO Content Social Media Measure Measure Measure Visitors Measure Measure Leads Measure Customers Measure
  52. 52. How to Track Your Funnel Track visitors. Track leads. Track customers.
  53. 53. Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Techcrunch 504 75 15% 6 1.2% ZDnet 511 28 5% 1 0.2%
  54. 54. Case Study: Reynolds Golf Academy •
  55. 55. The Results Blog Subscribers Site Visitors & Leads
  56. 56. Final Thoughts … 56
  57. 57. Build Leverage 57
  58. 58. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 58
  59. 59. HubSpot Puts the Pieces Together 59
  60. 60. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes Email: rburnes@hubspot.com

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