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Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter:  @mvolpe AMA | Albany, NY | 12 Feb 2009
Agenda <ul><li>Inbound vs. Outbound Marketing </li></ul><ul><li>Four Inbound Marketing Tips </li></ul>
Outbound Marketing 800-555-1234 Annoying Salesperson
Inbound Marketing Blog SEO Social Media
Rethinking Marketing <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Trade shows </li></ul><u...
Agenda <ul><li>Inbound vs. Outbound Marketing </li></ul><ul><li>Four Inbound Marketing Tips </li></ul>
Tip #1 – Publish, Don’t Advertise <ul><li>“ Think like a publisher” </li></ul><ul><li>-- David Meerman Scott </li></ul>
Where do you get your news?
What to Publish? <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><l...
Where to Publish?
Biggest Blogging Mistake <ul><li>Don’t Use a “free” URL from Blogspot, </li></ul><ul><li>Typepad, or Wordpress </li></ul><...
Tip #2 – SEO 7,900,000,000 (3,000+ per second)
25% of SEO = On Page (Visible) <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>...
25% of SEO = On Page (Invisible) <ul><li>Description </li></ul><ul><li>Keywords </li></ul><ul><li>Alt text on images </li>...
75% of SEO = Off Page <ul><li>Recommendations from friends </li></ul><ul><ul><li>“ I know Mike Volpe” </li></ul></ul><ul><...
SEO Benefits of Blogging/Publishing <ul><li>What would you link to? </li></ul>27,000 links 18,000 links
Tip #3 – Social Media
“ I’m too old to understand this Social Media stuff.” <ul><li>Similar to a business cocktail reception </li></ul><ul><li>W...
Social Media = Cocktail Party <ul><li>Become a real member of the community </li></ul><ul><li>Add value to the community <...
Build Network - Keyword Search
Build Network - Engage Famous People 2,700 followers 1,200 followers
Promote Your Content
Promote Flattering Content
Using Twitter for PR Elapsed Time: 50 Minutes I will call you right now Need to urgently speak with a business that is ver...
Tip #4 – Measurement / Case Studies
Internet Marketing Scorecard
Blog Subscribers & Visitors
SEO Ranks
Facebook Fans & Activity
Traffic, Leads and Customers Visitors from Blogging Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Med...
Case Study: HubSpot Blog <ul><li>2.5 years and ~400 articles </li></ul><ul><li>Google is #1 traffic source </li></ul><ul><...
Case Study: Publish What You Have <ul><li>SolidWorks: 100+ Videos on Website </li></ul><ul><li>Published on YouTube, No Pr...
Case Study: Website Grader <ul><li>Blog / Content </li></ul><ul><ul><li>500,000 reports generated </li></ul></ul><ul><li>S...
Case Study: Twitter Grader <ul><li>Promoted only on Twitter for  free </li></ul><ul><li>Over 1,000,000 profiles graded to ...
Case Study: Will It Blend? <ul><li>Blog / Content </li></ul><ul><ul><li>74 videos </li></ul></ul><ul><ul><li>2m YouTube ch...
Case Study: Oughta Know Inbound Mktg <ul><li>Video </li></ul><ul><ul><li>40,000 views first week </li></ul></ul><ul><ul><l...
Budget vs. Brains
Thank You! Mike Volpe VP Marketing HubSpot HubSpot Free Trial: www.HubSpot.com/free-trial Liked this presentation? Leave a...
Additional Free Info <ul><li>SEO Webinar </li></ul><ul><ul><li>http://www.hubspot.com/archive/seo-101-webinar/ </li></ul><...
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Inbound Marketing AMA Albany

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Inbound Marketing presentation by Mike Volpe covering SEO, blogging, social media and lead generation at the AMA Albany.

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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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  • DOWNLOAD FULL BOOKS, INTO AVAILABLE FORMAT ......................................................................................................................... ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. PDF EBOOK here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. EPUB Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... 1.DOWNLOAD FULL. doc Ebook here { https://tinyurl.com/y6a5rkg5 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
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Inbound Marketing AMA Albany

  1. 1. Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter: @mvolpe AMA | Albany, NY | 12 Feb 2009
  2. 2. Agenda <ul><li>Inbound vs. Outbound Marketing </li></ul><ul><li>Four Inbound Marketing Tips </li></ul>
  3. 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  4. 4. Inbound Marketing Blog SEO Social Media
  5. 5. Rethinking Marketing <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Trade shows </li></ul><ul><li>Direct mail </li></ul><ul><li>Email blasts </li></ul><ul><li>Print ads </li></ul><ul><li>TV/radio ads </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>SEO / SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Social Media </li></ul><ul><li>RSS </li></ul><ul><li>Free tools / trials </li></ul><ul><li>PR / Buzz </li></ul>Interruption Permission
  6. 6. Agenda <ul><li>Inbound vs. Outbound Marketing </li></ul><ul><li>Four Inbound Marketing Tips </li></ul>
  7. 7. Tip #1 – Publish, Don’t Advertise <ul><li>“ Think like a publisher” </li></ul><ul><li>-- David Meerman Scott </li></ul>
  8. 8. Where do you get your news?
  9. 9. What to Publish? <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
  10. 10. Where to Publish?
  11. 11. Biggest Blogging Mistake <ul><li>Don’t Use a “free” URL from Blogspot, </li></ul><ul><li>Typepad, or Wordpress </li></ul><ul><li>HubSpot.blogspot.com – NO! </li></ul><ul><li>HubSpot.typepad.com – NO! </li></ul><ul><li>Blog.HubSpot.com – Yes </li></ul><ul><li>HubSpot.com/Blog – Yes </li></ul><ul><li>SmallBusinessHub.com – Yes </li></ul>
  12. 12. Tip #2 – SEO 7,900,000,000 (3,000+ per second)
  13. 13. 25% of SEO = On Page (Visible) <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>Page Text </li></ul><ul><ul><li>Bold </li></ul></ul>
  14. 14. 25% of SEO = On Page (Invisible) <ul><li>Description </li></ul><ul><li>Keywords </li></ul><ul><li>Alt text on images </li></ul>
  15. 15. 75% of SEO = Off Page <ul><li>Recommendations from friends </li></ul><ul><ul><li>“ I know Mike Volpe” </li></ul></ul><ul><ul><li>“ Mike Volpe is a marketing expert” </li></ul></ul><ul><ul><li>You trust the person saying this </li></ul></ul><ul><li>Links are online recommendations </li></ul><ul><ul><li>A link: www.HubSpot.com </li></ul></ul><ul><ul><li>Anchor text: Internet Marketing </li></ul></ul><ul><ul><li>Link is from a trusted website </li></ul></ul>
  16. 16. SEO Benefits of Blogging/Publishing <ul><li>What would you link to? </li></ul>27,000 links 18,000 links
  17. 17. Tip #3 – Social Media
  18. 18. “ I’m too old to understand this Social Media stuff.” <ul><li>Similar to a business cocktail reception </li></ul><ul><li>Without constraints of time or space </li></ul>
  19. 19. Social Media = Cocktail Party <ul><li>Become a real member of the community </li></ul><ul><li>Add value to the community </li></ul><ul><ul><li>Ask and answer questions </li></ul></ul><ul><li>More effective than live cocktail parties </li></ul><ul><ul><li>No boundaries of time or space </li></ul></ul><ul><ul><li>Other people can listen in easily </li></ul></ul>
  20. 20. Build Network - Keyword Search
  21. 21. Build Network - Engage Famous People 2,700 followers 1,200 followers
  22. 22. Promote Your Content
  23. 23. Promote Flattering Content
  24. 24. Using Twitter for PR Elapsed Time: 50 Minutes I will call you right now Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet 408 555-1234? I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
  25. 25. Tip #4 – Measurement / Case Studies
  26. 26. Internet Marketing Scorecard
  27. 27. Blog Subscribers & Visitors
  28. 28. SEO Ranks
  29. 29. Facebook Fans & Activity
  30. 30. Traffic, Leads and Customers Visitors from Blogging Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1
  31. 31. Case Study: HubSpot Blog <ul><li>2.5 years and ~400 articles </li></ul><ul><li>Google is #1 traffic source </li></ul><ul><ul><li>Over 100% growth in past 12 months </li></ul></ul><ul><li>Traffic on ~400 different words… Yesterday! </li></ul><ul><li>First page ranking for ~400 keywords </li></ul>
  32. 32. Case Study: Publish What You Have <ul><li>SolidWorks: 100+ Videos on Website </li></ul><ul><li>Published on YouTube, No Promotion </li></ul><ul><li>10,000+ Views / Month </li></ul>
  33. 33. Case Study: Website Grader <ul><li>Blog / Content </li></ul><ul><ul><li>500,000 reports generated </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Page 1 for “SEO Score”, “website SEO”, etc. </li></ul></ul><ul><ul><li>40,000+ inbound links </li></ul></ul><ul><ul><li>3,000 websites with badge/link </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>4,500 Del.icio.us bookmarks </li></ul></ul><ul><ul><li>25,000+ visitors from StumbleUpon </li></ul></ul>
  34. 34. Case Study: Twitter Grader <ul><li>Promoted only on Twitter for free </li></ul><ul><li>Over 1,000,000 profiles graded to date </li></ul><ul><li>50% of visitors from Twitter </li></ul>
  35. 35. Case Study: Will It Blend? <ul><li>Blog / Content </li></ul><ul><ul><li>74 videos </li></ul></ul><ul><ul><li>2m YouTube channel views </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Page 1 for “blend” </li></ul></ul><ul><ul><li>55,000 inbound links </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>83,000 channel subscribers </li></ul></ul><ul><ul><li>Over 500 Facebook groups </li></ul></ul><ul><ul><li>5 Digg front page stories </li></ul></ul>
  36. 36. Case Study: Oughta Know Inbound Mktg <ul><li>Video </li></ul><ul><ul><li>40,000 views first week </li></ul></ul><ul><ul><li>10,000 views first day </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>#1 source = StumbleUpon </li></ul></ul><ul><ul><li>#2 source = Twitter </li></ul></ul><ul><ul><li>#3 source = Facebook </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Page 1 for “inbound marketing” </li></ul></ul><ul><ul><li>50+ inbound links to blog article </li></ul></ul>
  37. 37. Budget vs. Brains
  38. 38. Thank You! Mike Volpe VP Marketing HubSpot HubSpot Free Trial: www.HubSpot.com/free-trial Liked this presentation? Leave a recommendation for me as a speaker on LinkedIn: www.linkedin.com/in/mikevolpe
  39. 39. Additional Free Info <ul><li>SEO Webinar </li></ul><ul><ul><li>http://www.hubspot.com/archive/seo-101-webinar/ </li></ul></ul><ul><li>Blogging Webinar </li></ul><ul><ul><li>http://www.hubspot.com/archive/blog-webinar/ </li></ul></ul><ul><li>Social Media Webinar </li></ul><ul><ul><li>http://www.hubspot.com/archive/social-media-webinar/ </li></ul></ul>

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