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Is Your Business Getting Found?
How to use Google, blogs and social media to get found.




Rick Burnes
Twitter: @rickb rnes
T itter @rickburnes
September 10, 2009
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.
         IV     Social Media
         V.     How to Measure It
What’s HubSpot?




     • Founded in July 2006 from research at MIT
                     y
     • Cambridge, MA
     • 1600+ customers 95+ employees
       1600 customers, 95

3
What HubSpot Software Does




4
Traditional Marketing (Outbound)




5
Marketing Today (Inbound)




6
How Do the Best New Companies Market?


            1950 - 2000             2000 - 2050




7
7
Outbound Marketing in Action
Inbound Marketing in Action
What Is Inbound Marketing?

       Process    Website Visitors        Tools
     Get Found                       Get F
                                     G t Found d
     • Publish                       • Content Mgmt
     • Promote                       • Blogging
     • Optimize                      • S i l M di
                                        Social Media
                                     • SEO
                                     • Analytics
                      Leads
     Convert                         Convert
     • Test                          •   Offers / CTAs
     • Target                        •   Landing Pages
                                         L di P
                                     •   Email
     • Nurture
                                     •   Lead Intelligence
                                     •   Lead Mgmt
                                     •   Analytics
                     Customers
10
Inbound Is Cheaper
Why It’s Cheaper
Build an Asset




 Flick Photo: Thomas Hawk
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.
         IV     Social Media
         V.     How to Measure It
How Do You Get to the Top?
Pick Your Keyword Battles




                 Fight for “Ninja” …     or “Ninja Halloween Costume”

Flick Photos: ExtraMedium & Simonstarr
Two Sides of Optimization




       On-Page
       O P                  Off-Page
                            Off
Optimize “On Page”


• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
Half of On-Page SEO Is Invisible

• Description



• Keywords


• Alt text on images
Optimize (Off-Page)

• Recommendations from friends
   1. I
   1 “I know Rick Burnes”
                  Burnes
   2. “Rick Burnes is a top notch marketer”
   3.
   3 You trust the person saying this


• Links are online recommendations
   1. A link: www.HubSpot.com
   2.
   2 Anchor text: Internet Marketing
   3. Link is from a trusted website
How Do You Get Links?




             Have something worth linking to.
Blogging Means More Inbound Links
How Google Weights Optimization




                 On P
                 O Page
                  (25%)


                                     Off Page
                                      (75%)




              Off-page optimization is critical.
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    SEO
         III.   Content
         IV.
         IV     Social Media
         V.     How to Measure It
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site




                    What’s the difference?
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
How Many Tickets Do You Have?
More Indexed Pages




29
More Visitors




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
Content Attracts the Right People




                         Neil Diamond




 Flick Photo: Marciela
A Word of Caution



• B i
  Business content DOES NOT mean
                 t t
  content about the products and
  services you sell
            y
• Create content that’s useful and
  interesting to your target personas
What Content Channels Are Best?


•   Blog
•   Podcast
•   Videos
•   Photos
    Ph t
•   Presentations
•   eBooks
•   News Releases
Get Into the Content Mindset


                        • Make emails into blog posts
                        • Turn forum posts into blog
                          posts
                        • Sh t videos at events
                          Shoot id       t     t
                        • Interview customers for your
                          b og
                          blog
                        • Repurpose company data for
                          public reports
                        • Share lessons you learn



Flick Photo: Cindiann
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.
         IV     Social Media
         V.     How to Measure It
Social Media? No Time for That Nonsense!
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
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
PR, Social-Media Style




  Elapsed Time:
   50 Minutes
Social Media Drives Real Traffic

               HubSpot Blog Referrals (Q1 & Q2 2009)




                 >15% Social Media; 22.9% Google
                                  ;          g



41
How to Get Started




                               Listen




     Share Your Content

                                                Listen More
                                                Li t M




                          Build Relationships
What Are They Saying About You?



                                  Places to listen
                                  •   Search.Twitter.com
                                  •   google.com/blogsearch
                                  •   Technorati.com
                                      T h       ti
                                  •   Existing blogs
                                  •   Industry Twitterers
                                  •   Twitter.grader.com
Participate in Q&A

• Facebook
  Discussions

• Yahoo! Answers

• LinkedIn Q&A
  and Discussions
Distribute Your Content
Conversation & Distribution




 Conversation

         AND



  Distribution
Good Content Spreads
What Gets Shared?


 Rarely                           Frequently
 Shared                              Shared




 • Product info             • New data
 • Free trials              • Funny videos
 • Software documentation   • Top-notch blog posts
Agenda


         I.     About HubSpot & Inbound Marketing
         II.    SEO
         III.   Content
         IV.
         IV     Social Media
         V.     How to Measure It
Assess Search Engine Optimization
Track Blog Subscribers
What Should You Measure?

                   SEO         Content       Social Media
Measure
                                                                  Measure
                                                                  M



    Measure
                              Visitors
                                                              Measure


              Measure          Leads
                                                    Measure
                                 Customers
                    Measure
How to Track Your Funnel




        Track visitors.   Track leads.   Track customers.
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%
Case Study: Reynolds Golf Academy




      •
The Results



Blog
Subscribers




 Site Visitors
 &L d
   Leads
Final Thoughts …
Fi l Th    ht
Build Leverage
Who Knows How to Put All the Pieces Together?




                                          d.j.k. on flickr
HubSpot Puts the Pieces Together
Thank You!
Sg
Sign up for a free trial o HubSpot:
         o      ee a of ubSpo
www.hubspot.com/free-trial/



Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
     e            e co / c bu es

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Is Your Business Getting Found?

  • 1. Is Your Business Getting Found? How to use Google, blogs and social media to get found. Rick Burnes Twitter: @rickb rnes T itter @rickburnes September 10, 2009
  • 2. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • 3. What’s HubSpot? • Founded in July 2006 from research at MIT y • Cambridge, MA • 1600+ customers 95+ employees 1600 customers, 95 3
  • 7. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 7 7
  • 10. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get F G t Found d • Publish • Content Mgmt • Promote • Blogging • Optimize • S i l M di Social Media • SEO • Analytics Leads Convert Convert • Test • Offers / CTAs • Target • Landing Pages L di P • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 10
  • 13. Build an Asset Flick Photo: Thomas Hawk
  • 14. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • 15. How Do You Get to the Top?
  • 16. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr
  • 17. Two Sides of Optimization On-Page O P Off-Page Off
  • 18. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 19. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 20. Optimize (Off-Page) • Recommendations from friends 1. I 1 “I know Rick Burnes” Burnes 2. “Rick Burnes is a top notch marketer” 3. 3 You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  • 21. How Do You Get Links? Have something worth linking to.
  • 22. Blogging Means More Inbound Links
  • 23. How Google Weights Optimization On P O Page (25%) Off Page (75%) Off-page optimization is critical.
  • 24. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • 26. Another Nice-Looking Restaurant Site What’s the difference?
  • 27. 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
  • 28. How Many Tickets Do You Have?
  • 31. 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
  • 32. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 33. A Word of Caution • B i Business content DOES NOT mean t t content about the products and services you sell y • Create content that’s useful and interesting to your target personas
  • 34. What Content Channels Are Best? • Blog • Podcast • Videos • Photos Ph t • Presentations • eBooks • News Releases
  • 35. Get Into the Content Mindset • Make emails into blog posts • Turn forum posts into blog posts • Sh t videos at events Shoot id t t • Interview customers for your b og blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
  • 36. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • 37. Social Media? No Time for That Nonsense!
  • 38. 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
  • 39. 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
  • 40. PR, Social-Media Style Elapsed Time: 50 Minutes
  • 41. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google ; g 41
  • 42. How to Get Started Listen Share Your Content Listen More Li t M Build Relationships
  • 43. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com T h ti • Existing blogs • Industry Twitterers • Twitter.grader.com
  • 44. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 46. Conversation & Distribution Conversation AND Distribution
  • 48. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts
  • 49. Agenda I. About HubSpot & Inbound Marketing II. SEO III. Content IV. IV Social Media V. How to Measure It
  • 50. Assess Search Engine Optimization
  • 52. What Should You Measure? SEO Content Social Media Measure Measure M Measure Visitors Measure Measure Leads Measure Customers Measure
  • 53. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 54. 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%
  • 55. Case Study: Reynolds Golf Academy •
  • 56. The Results Blog Subscribers Site Visitors &L d Leads
  • 59. Who Knows How to Put All the Pieces Together? d.j.k. on flickr
  • 60. HubSpot Puts the Pieces Together
  • 61. Thank You! Sg Sign up for a free trial o HubSpot: o ee a of ubSpo www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes e e co / c bu es