Inbound Marketing 101 -- 3rd Annual eMarketing Techniques Conference

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Keynote for the 3rd Annual eMarketing Techniques Conference in Cleveland, OH. Covers inbound marketing and how you can use Google, blogs and social media to get found.

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Inbound Marketing 101 -- 3rd Annual eMarketing Techniques Conference

  1. 1. Inbound Marketing 101 How your business can use Google, blogs and social media to get found. Rick Burnes Twitter: @rickburnes eMarketing Techniques Conference May 8, 2009
  2. 2. Introductions Inbound Marketer Inbound Marketing Software
  3. 3. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  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? Website Visitors Process Tools Get Found Get Found • Content Mgmt • Publish • Blogging • Promote • Social Media • Optimize • SEO Get Found • Analytics Convert Convert • Offers / CTAs • Test • Landing Pages Convert • Target • 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. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  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. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 21
  22. 22. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  23. 23. A Nice-Looking Restaurant Site
  24. 24. Another Nice-Looking Restaurant Site What’s the difference?
  25. 25. Blog = Better SEO, More Traffic Website Google Unique Visitors Grade Indexed (Dec.) Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  26. 26. How Many Tickets Do You Have?
  27. 27. More Pages = Better Google Rank Average Pages per Website by Page Rank 10,000,000 Average # of Webpages 1,000,000 100,000 10,000 1,000 1 2 3 4 5 6 7 8 9 10 Page Rank (10 is best)
  28. 28. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  29. 29. 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
  30. 30. 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
  31. 31. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  32. 32. 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 your learn Flick Photo: Cindiann
  33. 33. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  34. 34. What’s the Role of Social Media?
  35. 35. Where Does Your Industry Hang Out? How to find out: • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers Flick Photo: Hamed Saber
  36. 36. Follow the Conversation Via RSS How to sign up: Google.com/reader
  37. 37. What Are They Saying About You? Go to: search.twitter.com
  38. 38. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  39. 39. Build Your Networks Total Followers: 22,139
  40. 40. Promote Your Content
  41. 41. Using Twitter for PR 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 Elapsed Time: 50 Minutes
  42. 42. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  43. 43. What Should You Measure? Social Media Content SEO Measure Measure Visitors Measure Measure Leads Measure Measure Customers Measure
  44. 44. Assess Search Engine Optimization
  45. 45. Track Blog Subscribers
  46. 46. How to Track Your Funnel Track visitors. Track leads. Track customers.
  47. 47. 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%
  48. 48. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It VI. Two Case Studies
  49. 49. Case Study: Cilk Arts 49
  50. 50. The Results Blog Subscribers Site Visitors & Leads 50
  51. 51. Case Study: Reynolds Golf Academy •
  52. 52. The Results Blog Subscribers Site Visitors & Leads
  53. 53. More Brain, Less Budget Flickr: Gaetoan Lee Flickr: Refracted Moments
  54. 54. Build Leverage 54
  55. 55. 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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