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Inbound Marketing:
SEO + Blogs + Social Media

                 Mike Volpe
             VP Inbound Marketing
                         HubSpot

                Twitter: @mvolpe
Outbound Marketing
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         • Blogging
• Direct mail         • Social Media
• Email blasts        • RSS
• Print ads           • Free tools/trials
• TV/radio ads        • Public Relations

 Interruption           Permission
Budget vs. Brains




Flickr:
Flickr: Refracted Moments             Flickr:
                                      Flickr: Gaetoan Lee
What Determines Success?

                              • Inbound Links
                    Blog / 
                    Blog /    • Fans (Subscribers)
                   Content

          Social 
                          SEO
          Media                  • Content
• Fans (Friends)                 • Inbound Links
•CContent
Exponential Effects




Blog
   g
Exponential Effects




       SEO
       • More Traffic
Blog
   g   • More Links
         More Links
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even More Traffic
                        Even More Traffic
       • More Traffic • Even More Links
Blog
   g   • More Links • More Content
         More Links
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even More Traffic
                        Even More Traffic
       • More Traffic • Even More Links
Blog
   g   • More Links • More Content
         More Links
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
What to Publish?

•   Blog
       g
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Where to Publish?
When to Blog

• Start before you ha e a prod ct
                o have product
• Start before you have a website
• Start before you have anything

• All you need: a rough market and some ideas

• A blog can launch a company
Biggest Blogging Mistake
Using a “free” URL from Blogspot or Typepad

• HubSpot.blogspot.com – NO!
• HubSpot.typepad.com – NO!

• Blog.HubSpot.com – Yes
• HubSpot com/Blog – Yes
  HubSpot.com/Blog
• SmallBusinessHub.com – Yes
Blog Article Titles

• F nn “GoDadd 's 16 Step Checko t
  Funny: “GoDaddy's 16-Step Checkout:
  Brainless Marketing At Its Finest?”

• Enticing: “12 Quick Tips To Search
  Google Like An Expert”

                                       6th Most
                                       Popular
• SEO: “Free Advertising on Google”    HubSpot
                                         Blog
                                        Article
                                             l
Blog Frequency

• Stead readership?
  Steady
 •   At least weekly, more is better.


• SEO focused?
 •   Frequency is less important.
Blog Topic Ideas
•   List of 5 ideas, trends or thoughts
•   P blish a list of links
    Publish
•   Take a recent experience and share it
•   Answer questions you received recently
•   Comment on other blog articles
•   Turn a press release into a blog article
•   Check your email outbox
Case Study: Publish What You Have
• SolidWorks: 100+ Videos on Website
• P blished on Yo T be No Promotion
  Published    YouTube,
• 10,000+ Views / Month
Case Study: HubSpot Blog
• 2.5 years and ~400 articles

• Google is #1 traffic source
  • Over 100% growth in past 12 months


• Traffic on ~400 different words… Yesterday!

• First page ranking for ~400 keywords
Blog Subscribers & Visitors
Blog Article Performance
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even More Traffic
                        Even More Traffic
       • More Traffic • Even More Links
Blog
   g   • More Links • More Content
         More Links
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 You trust the person saying this
 3.


• Links are online recommendations
 1. A link: www.HubSpot.com
 2.
 2 Anchor text: Internet Marketing
 3. Link is from a trusted website
SEO Benefits of Blogging/Publishing
• Blogs/content are a magnet for links
• Links power most of SEO
        po er
            What would you link to?




27,000 links            18,000 links
Case Study: Website Grader

• Blog / Content
  • 500,000 reports generated
• SEO
  • Page 1 for “SEO Score”, “website SEO”, etc.
  • 40,000+ inbound links
  • 3,000 websites with badge/link
• Social Media
  • 4,500 Del.icio.us bookmarks
  • 25,000+ visitors from StumbleUpon
Website Grader SEO Tool
On Page SEO Analysis
Article SEO Performance Analysis
Inbound Link Analysis
Exponential Effects




                      Social Media
                      S i l M di
       SEO            • Even More Traffic
                        Even More Traffic
       • More Traffic • Even More Links
Blog
   g   • More Links • More Content
         More Links
“I’m 48. I don t understand
         I m 48 don’t
          this Social Media stuff.”

• Similar to a
  business cocktail
  reception

• Without constraints
  of time or space
Business Cocktail Party Advice

• Meet people and start con ersations
                        conversations

• Answer questions – help others

• Ask questions – trust others’ advice
Social Media = Cocktail Party

• Become a real member of the community

• Add value to the community
  • Ask and answer questions

• More effective than live cocktail parties
  • No boundaries of time or space
  • Other people can listen in easily
Promote Your Content
Promote Your Content
Promote Flattering Content
Case Study: Twitter Grader
• Promoted only on Twitter for free
• O er 600 000 profiles graded to date
  Over 600,000
• 50% of traffic from Twitter
RSS Monitoring
Monitor Publishing
Monitor Sharing
Monitor Discussions
HubFeed Automatic Monitoring
What Determines Success?

                              • Inbound Links
                    Blog / 
                    Blog /    • Fans (Subscribers)
                   Content

          Social 
                          SEO
          Media                  • Content
• Fans (Friends)                 • Inbound Links
•CContent
Case Study: Oughta Know Inbound Mktg
• Video
  • 40 000 views first week
    40,000
  • 10,000 views first day
• S i l M di
  Social Media
  • #1 source = StumbleUpon
  • #2 source = Twitter
  • #3 source = Facebook
• SEO
  • Page 1 for “inbound marketing”
      g                           g
  • 50+ inbound links to blog article
Case Study: Will It Blend?

• Blog / Content
  • 74 videos
  • 2m YouTube channel views
• SEO
  • Page 1 for “blend”
                blend
  • 55,000 inbound links
• Social Media
  • 83,000 channel subscribers
  • Over 500 Facebook groups
  • 5 Digg front page stories
Conclusion: A Day of Inbound Marketing
8:00 - 8:30 am: Check blogs, Facebook and Twitter
• Leave some comments
• Add some new friends

8:30 - 9:30 am: Publish new blog article
• Post link on Twitter and Facebook


3:00 - 3:30 pm: Someone says nice stuff about you
• Vote for it on StumbleUpon, Digg, etc.
• Post link on Facebook and Twitter
• Email friends/employees to promote it

3:30 – 4:00 pm: Review SEO results
• Make a couple tweaks to on-page SEO
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
         Become a Fan:
 http://facebook.hubspot.com


       Mike Volpe
 VP Inbound Marketing

    Twitter: @mvolpe
HubSpot
Inbound Marketing System
Inbound Marketing System

                Content
    SEO       Management       Blogs

          Landing         Social
           Pages          Media

                   Lead
               Intelligence


                    CRM
Getting Found: On-Page SEO
                      Keyword Grader
             •   Determine what k
                 D        i     h keywords tod
                 optimize your pages around based
                 on relevance, search volume, and
                 how difficult it will be to rank on the
                 first page of Google
             •   Identify critical long tail words (high
                 conversion rates, low competition)
             •   Monitor your rank against
                 competitors for each
                 keyword/phrase
             •   Determine the specific page on
                 your site that is ranking for each
                 y                         g
                 keyword(phrase) and how to make
                 further improvements
Getting Found: Off-Page SEO
                         Link Grader
              •   Identify opportunities to generate
                  more return from your existing
                  links
              •   Monitor your live inbound links
                  and which inbound links are
                  producing the most value for you
              •   Aggregate your competitors
                  inbound links to discover new link
                  building opportunities that you
                  have not taken advantage of
Getting Found: SEO for Your Whole Site

                              Page Grader
                   •   Analyze each page of your site to
                       see which produce the most
                       value for you (traffic, leads,
                       ranked k
                          k d keywords, li k )
                                       d links)
                   •   Automatically recommend
                       improvements to optimize each
                       page of your site
                              f       it
Getting Found: Blogosphere
                          Blogging
             •   Enable
                 E bl easy, natural process to
                                     l
                 consistently update content on
                 your site, achieve more frequent
                 search engine crawls, and
                 improve authority
                 i           th it
             •   Develop an audience of email
                 and RSS subscribers
             •   Attract more inbound links (“link
                                            ( link
                 bait”)
             •   Write keyword rich content to
                 attract more high conversion rate
                 traffic
Track Your Competitors
Lead Intelligence

         •   Track the full path of all of your
             leads through your web site
         •   Automatically develop more
             intelligence around each lead
             (number of visits, time on site,
             pages visited, comments written
             on blog, documents downloaded,
                     g
             information submitted via web
             forms created)
         •   Increase close rate through
             i
             improved l d quality
                       d lead    lit
Making Better Marketing Decisions
                              Analytics
                 •   Integrated reports in HubSpot
                     software allow you to understand
                     the effects of all your marketing
                     activities so you can optimize
                        ti iti                ti i
                     your efforts and allocate your time
                     and money towards the programs
                     that generate the most leads and
                     sales for your business
Actionable Marketing Insights
                            HubFeed
               •   HubFeed “watches” your Internet
                   marketing efforts and delivers
                   highlights and actionable insights
                   based on your d t
                   b    d         data
HubSpot Methodology and Consulting

                 •   Our Internet Marketing Consultants
                     are experienced in all aspects of
                     online marketing and specifically
                     trained on HubSpot's products and
                                HubSpot s
                     methodologies

                 •   Consulting sessions focus on these
                     topics based on the specific needs
                     of the client
HubSpot Training Materials and Resources
Thank You!

   Learn more about HubSpot: 
   Learn more about HubSpot:
http://www.hubspot.com/demo
         Become a Fan:
         Become a Fan:
 http://facebook.hubspot.com


       Mike Volpe
 VP Inbound Marketing

    Twitter: @mvolpe

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How to Combine SEO, Blogging, and Social Media For Results HubSpot

  • 1. Inbound Marketing: SEO + Blogs + Social Media Mike Volpe VP Inbound Marketing HubSpot Twitter: @mvolpe
  • 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  • 4. Inbound Marketing Blog g SEO Social Media
  • 5. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools/trials • TV/radio ads • Public Relations Interruption Permission
  • 6. Budget vs. Brains Flickr: Flickr: Refracted Moments Flickr: Flickr: Gaetoan Lee
  • 7. What Determines Success? • Inbound Links Blog /  Blog / • Fans (Subscribers) Content Social  SEO Media • Content • Fans (Friends) • Inbound Links •CContent
  • 9. Exponential Effects SEO • More Traffic Blog g • More Links More Links
  • 10. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  • 11. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  • 12. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 13. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 14. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 15. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 16. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 18. When to Blog • Start before you ha e a prod ct o have product • Start before you have a website • Start before you have anything • All you need: a rough market and some ideas • A blog can launch a company
  • 19. Biggest Blogging Mistake Using a “free” URL from Blogspot or Typepad • HubSpot.blogspot.com – NO! • HubSpot.typepad.com – NO! • Blog.HubSpot.com – Yes • HubSpot com/Blog – Yes HubSpot.com/Blog • SmallBusinessHub.com – Yes
  • 20. Blog Article Titles • F nn “GoDadd 's 16 Step Checko t Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?” • Enticing: “12 Quick Tips To Search Google Like An Expert” 6th Most Popular • SEO: “Free Advertising on Google” HubSpot Blog Article l
  • 21. Blog Frequency • Stead readership? Steady • At least weekly, more is better. • SEO focused? • Frequency is less important.
  • 22. Blog Topic Ideas • List of 5 ideas, trends or thoughts • P blish a list of links Publish • Take a recent experience and share it • Answer questions you received recently • Comment on other blog articles • Turn a press release into a blog article • Check your email outbox
  • 23. Case Study: Publish What You Have • SolidWorks: 100+ Videos on Website • P blished on Yo T be No Promotion Published YouTube, • 10,000+ Views / Month
  • 24. Case Study: HubSpot Blog • 2.5 years and ~400 articles • Google is #1 traffic source • Over 100% growth in past 12 months • Traffic on ~400 different words… Yesterday! • First page ranking for ~400 keywords
  • 25. Blog Subscribers & Visitors
  • 27. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  • 28. 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 29. 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
  • 30. 75% of SEO = Off Page • Recommendations from friends 1. 1 “I know Mike Volpe” 2. “Mike Volpe is a marketing expert” 3 You trust the person saying this 3. • Links are online recommendations 1. A link: www.HubSpot.com 2. 2 Anchor text: Internet Marketing 3. Link is from a trusted website
  • 31. SEO Benefits of Blogging/Publishing • Blogs/content are a magnet for links • Links power most of SEO po er What would you link to? 27,000 links 18,000 links
  • 32. Case Study: Website Grader • Blog / Content • 500,000 reports generated • SEO • Page 1 for “SEO Score”, “website SEO”, etc. • 40,000+ inbound links • 3,000 websites with badge/link • Social Media • 4,500 Del.icio.us bookmarks • 25,000+ visitors from StumbleUpon
  • 34. On Page SEO Analysis
  • 37. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links
  • 38. “I’m 48. I don t understand I m 48 don’t this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space
  • 39. Business Cocktail Party Advice • Meet people and start con ersations conversations • Answer questions – help others • Ask questions – trust others’ advice
  • 40. Social Media = Cocktail Party • Become a real member of the community • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  • 44. Case Study: Twitter Grader • Promoted only on Twitter for free • O er 600 000 profiles graded to date Over 600,000 • 50% of traffic from Twitter
  • 50. What Determines Success? • Inbound Links Blog /  Blog / • Fans (Subscribers) Content Social  SEO Media • Content • Fans (Friends) • Inbound Links •CContent
  • 51. Case Study: Oughta Know Inbound Mktg • Video • 40 000 views first week 40,000 • 10,000 views first day • S i l M di Social Media • #1 source = StumbleUpon • #2 source = Twitter • #3 source = Facebook • SEO • Page 1 for “inbound marketing” g g • 50+ inbound links to blog article
  • 52. Case Study: Will It Blend? • Blog / Content • 74 videos • 2m YouTube channel views • SEO • Page 1 for “blend” blend • 55,000 inbound links • Social Media • 83,000 channel subscribers • Over 500 Facebook groups • 5 Digg front page stories
  • 53. Conclusion: A Day of Inbound Marketing 8:00 - 8:30 am: Check blogs, Facebook and Twitter • Leave some comments • Add some new friends 8:30 - 9:30 am: Publish new blog article • Post link on Twitter and Facebook 3:00 - 3:30 pm: Someone says nice stuff about you • Vote for it on StumbleUpon, Digg, etc. • Post link on Facebook and Twitter • Email friends/employees to promote it 3:30 – 4:00 pm: Review SEO results • Make a couple tweaks to on-page SEO
  • 54. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe
  • 56. Inbound Marketing System Content SEO Management Blogs Landing Social Pages Media Lead Intelligence CRM
  • 57. Getting Found: On-Page SEO Keyword Grader • Determine what k D i h keywords tod optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google • Identify critical long tail words (high conversion rates, low competition) • Monitor your rank against competitors for each keyword/phrase • Determine the specific page on your site that is ranking for each y g keyword(phrase) and how to make further improvements
  • 58. Getting Found: Off-Page SEO Link Grader • Identify opportunities to generate more return from your existing links • Monitor your live inbound links and which inbound links are producing the most value for you • Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of
  • 59. Getting Found: SEO for Your Whole Site Page Grader • Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k k d keywords, li k ) d links) • Automatically recommend improvements to optimize each page of your site f it
  • 60. Getting Found: Blogosphere Blogging • Enable E bl easy, natural process to l consistently update content on your site, achieve more frequent search engine crawls, and improve authority i th it • Develop an audience of email and RSS subscribers • Attract more inbound links (“link ( link bait”) • Write keyword rich content to attract more high conversion rate traffic
  • 62. Lead Intelligence • Track the full path of all of your leads through your web site • Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written on blog, documents downloaded, g information submitted via web forms created) • Increase close rate through i improved l d quality d lead lit
  • 63. Making Better Marketing Decisions Analytics • Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities so you can optimize ti iti ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business
  • 64. Actionable Marketing Insights HubFeed • HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights based on your d t b d data
  • 65. HubSpot Methodology and Consulting • Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's products and HubSpot s methodologies • Consulting sessions focus on these topics based on the specific needs of the client
  • 66. HubSpot Training Materials and Resources
  • 67. Thank You! Learn more about HubSpot:  Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe