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Marketing in a
        g
Recession
      Mike Volpe       Ellie Mirman
VP Inbound Marketing   Inbound Marketing Manager
  ...
How to Participate on Twitter




         Step One
         1. Login to your Twitter account
              g      y
     ...
How to Participate on Twitter




               Step Two
               1. Go to http://search.twitter.com
              ...
Stock Market
Recession
Recession
Layoffs
Tough Times
Challenges & Opportunities
  Budget         Use Brain, 
   Cuts          Not Budget
  Longer         Cheap Lead 
Sales Cyc...
Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Blog
   g          SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
Budget vs. Brains




Flickr:
Flickr: Refracted Moments             Flickr:
                                      Flickr: ...
Outbound vs. Inbound Marketing
1. Find a “targeted” list     1. Do inbound marketing
2. Call, email
2 Call email, mail the...
Outbound Marketing
1. Find a “targeted” list     • 10,000 people on list
2. Call, email
2 Call email, mail the list   • Ma...
Inbound Marketing
1. Do inbound marketing       • Software + tools ~$4K
2.
2 Attract people to your      • Invest 25% of y...
Outbound vs. Inbound Marketing
                 Outbound    Inbound 
                 Marketing   Marketing
Cash Cost     ...
Budget (Outbound) vs. Brains (Inbound)




Flickr:
Flickr: Refracted Moments    Flickr:
                             Flick...
Examples of
  Cost-Effective
Inbound Marketing
Be Your Own Media

 “Think like a p blisher”
               publisher”
-- David Meerman Scott
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Where to Publish?
Start a TV Show




                  Flickr:
                  Flickr: Matti Mattila
We don’t need no stinkin’ TV network.




       2,000 do
        ,000 downloads to date
                  o ds o d e
    ...
Promote Your Content




                       Flickr:
                       Flickr: ClintJCL
Promote Your Content
Promote Flattering Content
Rethink Content
What Content Do You Have?

• Content to match b er phase and concerns
                   buyer

• Do you have content targ...
Blog




       Flickr:
       Flickr: Annie Mole
Blog
Tips You Might Not Know

• Start before you ha e a prod ct
                o have product
• Start before you have a websit...
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service

• HubSpot.blogspot.com – NO!
• HubSpot typepad com – ...
Blog as Lead Nurturing
•   No spam filters on RSS
•   RSS follo s to ne jobs email doesn’t
         follows new jobs,
•   ...
Q&A / Discussion Forums




Flickr:
Flickr: chelmsfordpubliclibrary
Participate in Q&A
• Facebook
  Discussions

• Yahoo!
  Answers

• LinkedIn
  Q&A and
  Discussions
Q&A / Discussion Forums

• Short tho ghtf l ans ers
  Short, thoughtful answers

• Links to (your) blog and tools

• First...
Use SEO




          Flickr:
          Flickr: ClintJCL
25% of SEO = On Page (Visible)
• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
25% of SEO = On Page (Invisible)
• Description



• Keywords


• Alt text on images
75% of SEO = Off Page
• Recommendations from friends
 1.
 1 “I know Mike Volpe”
 2. “Mike Volpe is a marketing expert”
 3 ...
Groups




Flickr:
Flickr: Vidiot
Start Groups




     14,000 M
     14 000 Membersb           2,100 Members
#6 in search for “marketing”
Build a Group
• Generic Title (“Pro Marketers”)

• Invite employees, customers and friends

• Post on your blog, website, ...
Manage a Group
• LinkedIn
  • Start discussions
  • Download email list, send newsletter


• Facebook
  • Start discussion...
Traffic, Leads and Customers
                        Visitors from ZDNet




             Visitors          Leads         ...
Internet Marketing Scorecard
Budget (Outbound) vs. Brains (Inbound)




Flickr:
Flickr: Refracted Moments    Flickr:
                             Flick...
Priorities
•   Cut cost per lead
•   C t lo ROI programs
    Cut low
•   Cut non-lead gen activities
•   Improve lead qual...
Recession Marketing Plan

•   Buy HubSpot
    B H bSpot
•   Buy “New Rules of Marketing & PR”
•   Buy video camera
•   Ded...
Thank You!

                    Learn more about HubSpot: 
                    Learn more about HubSpot:
                 ...
HubSpot
Inbound Marketing System
Inbound Marketing System

                Content
    SEO       Management       Blogs

          Landing         Social
 ...
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D      ...
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
    ...
Getting Found: SEO for Your Whole Site

                              Page Grader
                   •   Analyze each page...
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural ...
Track Your Competitors
Lead Intelligence

         •   Track the full path of all of your
             leads through your web site
         •   A...
Making Better Marketing Decisions
                              Analytics
                 •   Integrated reports in HubSp...
Actionable Marketing Insights
                            HubFeed
               •   HubFeed “watches” your Internet
     ...
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are exper...
HubSpot Training Materials and Resources
Thank You!

                    Learn more about HubSpot: 
                    Learn more about HubSpot:
                 ...
Q&A / Discussion Forums •
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Q&A / Discussion Forums • Marketing In A Recession - HubSpot

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Q&A / Discussion Forums

• Short tho ghtf l ans ers
Short, thoughtful answers

• Links to (your) blog and tools

• First answers are better

• Long term, long tail strategy

Published in: Technology, Business
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