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Inbound Marketing Map - Social Fresh Portland Mike Volpe

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Mapping the Inbound Marketing Ecosystem - How blogging, SEO, social media and lead conversion all fit together for a comprehensive inbound marketing program for lead generation marketing. By Mike Volpe of HubSpot.

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Inbound Marketing Map - Social Fresh Portland Mike Volpe

  1. 1. @mvolpe<br />Mapping Inbound Marketing:Combine Blogging, Social Media and SEO for Results<br />Social Fresh - Portland, OR - March 29, 2010<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
  2. 2. @mvolpe<br />What’s the Next Hairstyle?<br />Flickr: davecobb <br />Flickr: nopiedra<br />Social Media<br />SEO<br />Flickr: Sachaverelle<br />Blogging<br />
  3. 3. This Ain’t No Haircut!<br />@mvolpe<br />Wikipedia<br />Wikipedia<br />
  4. 4. Flickr: WanderingtheWorld<br />Navigating a Complex Landscape<br />@mvolpe<br />
  5. 5. Marketing is Changing<br />@mvolpe<br />1950 - 2000<br />2000 - 2050<br />
  6. 6. Outbound Marketing<br />@mvolpe<br />
  7. 7. Outbound Marketing is Harder<br />@mvolpe<br />800-555-1234<br />Annoying<br />Salesperson<br />
  8. 8. The Good News…<br />@mvolpe<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
  9. 9. @mvolpe<br />The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  10. 10. @mvolpe<br />“Best Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  11. 11. @mvolpe<br />“Worst Things” from 2009<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  12. 12. Budget vs. Brains<br />@mvolpe<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  13. 13. @mvolpe<br />“If you have more money than brains, use outbound marketing.<br />If you have more brains than money, use inbound marketing”<br />-- Guy Kawasaki<br />
  14. 14. @mvolpe<br />Questions to ask yourself...<br />
  15. 15. @mvolpe<br />Am I regularly creating new share-worthy content?<br />
  16. 16. @mvolpe<br />Am I promoting my content<br />in social media conversations?<br />
  17. 17. @mvolpe<br />Am I optimizing my content for search and social media?<br />
  18. 18. @mvolpe<br />Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
  19. 19. @mvolpe<br />Stop thinking like a<br />marketer or advertiser.<br />
  20. 20. @mvolpe<br />Start thinking like a<br />publisher and socializer.<br />
  21. 21. Inbound Marketing Map<br />@mvolpe<br />SEO<br />Social Media<br />Conversions<br />Blog<br />Flickr: WanderingtheWorld<br />
  22. 22. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  23. 23. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  24. 24. Publish Everything<br />@mvolpe<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  25. 25. Publish Everywhere<br />@mvolpe<br />
  26. 26. Create Great Content by Blogging<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  27. 27. Blogging Attracts More Links<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  28. 28. Blogging Attracts More Visitors<br />@mvolpe<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  29. 29. @mvolpe<br />46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  30. 30. @mvolpe<br />Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  31. 31. @mvolpe<br />More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  32. 32. Inbound Marketing Workshop<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  33. 33. SEO Tips from Website Grader<br />@mvolpe<br />Lessons from 2,115,631 websites<br />
  34. 34. @mvolpe<br />What drives SEO rank?<br />HubSpot.com/cartoons<br />
  35. 35. SEO = Context and Authority<br />@mvolpe<br />Ranking Algorithm:f(n): Context + Authority<br />
  36. 36. Keywords & The Prosthodontist<br />@mvolpe<br />Image: http://www.thehumorousimage.com/<br />
  37. 37. On-Page SEO (Context)<br />@mvolpe<br /><ul><li> Page Title
  38. 38. Clean URL
  39. 39. Headers & Content
  40. 40. Description</li></li></ul><li>Authority is Determined by Links<br />@mvolpe<br />
  41. 41. @mvolpe<br />More & Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
  42. 42. Where is Search Going?<br />@mvolpe<br />
  43. 43. Where is Search Going?<br />
  44. 44. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  45. 45. It’s NOT About You… Ever<br />@mvolpe<br />HubSpot.com/cartoons<br />
  46. 46. Target Content to Your Personas<br />@mvolpe<br />Kadient photo by: David Meerman Scott<br />
  47. 47. Content Makes You Interesting<br />@mvolpe<br />
  48. 48. @mvolpe<br />Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  49. 49. Make Sharing Easy<br />@mvolpe<br />
  50. 50. What Gets Shared?<br />@mvolpe<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  51. 51. Product documentation
  52. 52. Company background
  53. 53. New market data
  54. 54. Educational content
  55. 55. Top-notch blog posts</li></li></ul><li>@mvolpe<br />Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  56. 56. Inbound Marketing<br />@mvolpe<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  57. 57. @mvolpe<br />Never let website visitors guess what to do next.<br />
  58. 58. Conversion Tips<br />@mvolpe<br />Offer +<br />Call to Action<br />Landing Page<br />
  59. 59. Conversion Tips<br />@mvolpe<br /><ul><li>Value of offer
  60. 60. Visual design of CTA
  61. 61. Text on CTA
  62. 62. Placement of CTA
  63. 63. Test & experiment</li></ul>Offer +<br />Call to Action<br />
  64. 64. Offer – WIIFM?<br />@mvolpe<br />
  65. 65. Offer – WIIFM?<br />@mvolpe<br />
  66. 66. No Call to Action<br />@mvolpe<br />
  67. 67. Good Homepage Call to Action<br />@mvolpe<br />
  68. 68. @mvolpe<br />Offer and Calls to Action Tips<br /> Offers need to have value<br /> Use CTAs everywhere<br /> Test to find the best CTA / offer<br />Offer, colors, text, size, place<br /> Make the next step obvious and easy<br />
  69. 69. Conversion Tips<br />@mvolpe<br /><ul><li>Consistent with past steps
  70. 70. Simple & clear
  71. 71. Short forms
  72. 72. Test & experiment</li></ul>Landing Page<br />
  73. 73. Limited Navigation<br />@mvolpe<br />
  74. 74. Don’t Ask for Sensitive Info<br />@mvolpe<br />
  75. 75. Keep It Short<br />@mvolpe<br />53% Conversion<br />32% Conversion<br />
  76. 76. Landing Page Tips<br /> Tell people what they will get<br /> Limit distractions (navigation / links)<br /> Keep it short and simple<br /> Test to find the best<br />@mvolpe<br />
  77. 77. Inbound Marketing Summary<br />@mvolpe<br />Convert<br />
  78. 78. How to Put All the Pieces Together?<br />d.j.k. on flickr<br />
  79. 79. HubSpot Puts the Pieces Together<br />
  80. 80. Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />@mvolpe<br />
  81. 81. Q & A<br />Free Trial: www.HubSpot.com/free-trial<br />These slides: www.MikeVolpe.com/sofresh<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />

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