Inbound Marketing 101

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A presentation at Emerson College on Inbound Marketing on April 14, 2010. The presentation provided an overview of inbound marketing and drilled down to specifics, including seo, blogging and social media.

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Inbound Marketing 101 Rick Burnes Twitter: @rickburnes April 14, 2010 How to use Google, blogs and social media to get found online.

Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It

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How Do the Best New Companies Market? 6 1950 - 2000 2000 - 2050 6

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

9 What Is Inbound Marketing? Website Visitors Process Tools Get Found ,[object Object]

Pick Your Keyword Battles 12 Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr

Two Sides of Optimization 13 On-Page Off-Page

How Do You Get Links? Have something worth linking to.

How Google Weights Optimization 19 On Page (25%) Off Page (75%) Off-page optimization is critical.

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What Should You Write About? 25 Topics that attract Holly & Larry – your business’ target personas! (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

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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

Social Media Is Now a Staple 29 Flickr: anitacanita Flickr: sierravalleygirl ,[object Object]

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Top 5 Tips B2B Social Media Marketing

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So gewinnen Sie mit Social Media Daten: 5 Praxisbeispiele aus PR, Vertrieb und Marketing Durch Social Media verschmelzen in vielen Unternehmen die Aufgaben unterschiedlicher Abteilungen. Neue Kunden sollen gewonnen, eine gute Reputation aufgebaut und die Community mit eingebunden werden. Mit den Echobot Tools haben wir im letzten Jahr über 300 Kunden geholfen diese Ziele zu erreichen und dabei auch viele neue, bessere Wege entdeckt. In diesem Vortrag erfahren Sie die 5 besten Praxisbeispiele, unsere Erkenntnisse und lernen, wie Sie die Erfolge auf Ihr Unternehmen übertragen können. http://www.echobot.de

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Wanting to use Social Media strategically in your business? • Trying to determine what social networks to be on? • Having trouble keeping up with the latest social media marketing methods and networks? All this and a strategic plan overview for how social media can be used by your business to grow leads and sales! These slides are from a workshop presented by Mike Gingerich to help solo-preneurs, small businesses and marketing teams from larger businesses understand how they can use social media as part of their overall integrated marketing plan to increase their web presence, reach new customers, and nurture new leads to become clients. This presentation will help businesses answer the following questions: What social networks should our business focus on? How can we not just spend time, but gain real leads via social media? How can our team manage social efficiently on limited time? What trends for 2014 in social media do we need to be aware of? How does social media fit in our overall marketing plan? How do I capture leads from social media?

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This presentation was developed for the Breakout at the Breakwater 2010 event sponsored by Fitzgerald Photo Imaging. It supports the theme of the conference, "Education & Inspiration", by defining content marketing, giving an in-depth look at social media and presenting a case study of how one photographer's experiences with social media in his business. Advances in technology and the explosion of the internet mean purchasing decisions are more reliant on communication and interaction with the vendor than ever before. While the marketing exercise itself has not changed, new ways to approach these activities have changed dramatically. Business owners today must understand these developments and engage their potential client base. Content marketing - communicating with your prospects without selling - is one way to attract the informed consumer. Developing techniques to pull customers to your door is much more effective than pushing your message out to them. The great news for small business is deploying a content marketing strategy can be a low-cost option achieving greater results. Even better, the framework for content marketing is probably already in place in your organisation. Best of all, creative industries are best poised to exploit the new trends. This talk will explain the different components of content marketing and give detailed recommendations on how you can get started. At the end of the session, you will have clear ideas on marketing activities and techniques for immediate implementation.

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Inbound Marketing 101

1. Inbound Marketing 101 Rick Burnes Twitter: @rickburnes April 14, 2010 How to use Google, blogs and social media to get found online.

2. Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It

4. Traditional Marketing (Outbound) 4

5. Marketing Today (Inbound) 5

6. How Do the Best New Companies Market? 6 1950 - 2000 2000 - 2050 6

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

8. Why Inbound Is Cheaper

10. Blogging

11. Social Media

12. SEO

13.

14. Promote

15.

16. Target

17.

18. Landing Pages

19. Email

20. Lead Intelligence

21. Lead Mgmt

22. AnalyticsCustomers

23. Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It

24. How Do You Get to the Top?

25. Pick Your Keyword Battles 12 Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr

26. Two Sides of Optimization 13 On-Page Off-Page

27.

28. URL

29. H1,H2,H3 tags

30. Page Text

31.

32. Keywords

33.

34. How Do You Get Links? Have something worth linking to.

35. Blogging Means More Inbound Links 18

36. How Google Weights Optimization 19 On Page (25%) Off Page (75%) Off-page optimization is critical.

37. Agenda Inbound vs. Outbound Marketing SEO Content Social Media How to Measure It

38. A Nice-Looking Restaurant Site

39. Another Nice-Looking Restaurant Site What’s the difference?

40. Blog = Better SEO, More Traffic Data from website.grader.com and compete.com

41. How Many Tickets Do You Have?

42. What Should You Write About? 25 Topics that attract Holly & Larry – your business’ target personas! (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

43. Don’t Talk About Your Product HubSpot.com/cartoons

44. 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

45. Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It

46.

47. Small scale

48. No business impact

49. But lots of fun

50. Highly measurable

51. Massive scale

52. Major driver of leads, sales

53.

54. PR, Social-Media Style Elapsed Time: 50 Minutes

55. Social Media Drives Leads 32 HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.

56. How to Get Started Listen Share Your Content Listen More Build Relationships

57.

58. google.com/blogsearch

59. Technorati.com

60. Existing blogs

61. Industry Twitterers

62. Twitter.grader.com34

63. Participate in Q&A Facebook Discussions Yahoo! Answers LinkedIn Q&A and Discussions

64. Distribute Your Content 36

65.

66. Free trials

67. Software documentation

68. New data

69. Funny videos

70.

71. Twitter Plays a Bigger SEO Role 39 Results from Twitter

72. Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It

73. 41 Track the Whole Funnel Website Visitors Leads Customers

74. How to Track Your Funnel Track visitors. 42

75. How to Track Your Funnel Track leads. 43

76. How to Track Your Funnel Track customers. 44

77. 45 Track the Whole Funnel for Each Channel Social Media Visitors SEO Visitors Blog Visitors PPC Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers

78. Why Tracking Via Channels Is Critical 46

79. 47 Final Thoughts …

80. Build Leverage 48

81. Who Knows How to Put All the Pieces Together? 49 d.j.k. on flickr

82. HubSpot Puts the Pieces Together 50

83. 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

Inbound Marketing 101

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