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Inbound Marketing 101
The document provides an overview of inbound marketing strategies, emphasizing the importance of utilizing tools like SEO, content creation, and social media to attract customers. It contrasts inbound marketing with traditional outbound methods, highlighting the cost-effectiveness and essential practices involved, such as optimizing content and fostering social media engagement. The presentation also discusses measurement techniques to track effectiveness and mentions the significance of valuable content in reaching target audiences.
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Inbound Marketing 101
- 1. Inbound Marketing 101 Howyour business can use Google, blogs and social media to get found. Rick Burnes Twitter: @rickburnes Cape Cod Technology Council July 10, 2009
- 2. Introductions Inbound Marketer Inbound Marketing Software
- 3. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
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- 6. How Do theBest New Companies Market? 1950 - 2000 2000 - 2050 6 6
- 7. Outbound Marketing inAction
- 8. Inbound Marketing inAction
- 9. What Is InboundMarketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 9
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- 12. Build an Asset Flick Photo: Thomas Hawk
- 13. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
- 14. How Do YouGet to the Top?
- 15. Pick Your KeywordBattles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 15
- 16. Two Sides ofOptimization On-Page Off-Page 16
- 17. Optimize “On Page” •Page Title • URL • H1,H2,H3 tags • Page Text • Bold
- 18. Half of On-PageSEO Is Invisible • Description • Keywords • Alt text on images
- 19. Optimize (Off-Page) • Recommendationsfrom friends 1. “I know Rick Burnes” 2. “Rick Burnes is a top notch marketer” 3. You trust the person saying this • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
- 20. How Do YouGet Links? Have something worth linking to.
- 21. How Google WeightsOptimization On Page (25%) Off Page (75%) Off-page optimization is critical. 21
- 22. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
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- 24. Another Nice-Looking RestaurantSite What’s the difference?
- 25. Blog = BetterSEO, More Traffic Website Google Unique Visitors Grade Indexed (Dec.) Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
- 26. How Many TicketsDo You Have?
- 27. What Kind ofContent? “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
- 28. Content Attracts theRight People Neil Diamond Flick Photo: Marciela
- 29. A Word ofCaution • Business content DOES NOT mean content about the products and services you sell • Create content that’s useful and interesting to your target personas
- 30. What Content ChannelsAre Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
- 31. Get Into theContent Mindset • Make emails into blog posts • Turn forum posts into blog posts • Shoot videos at events • Interview customers for your blog • Repurpose company data for public reports • Share lessons you learn Flick Photo: Cindiann
- 32. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
- 33. Social Media? NoTime for That Nonsense!
- 34. Why Do INeed to Know This?
- 35. Social Media IsNow 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 35
- 36. 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 Elapsed Time: 50 Minutes
- 37. Social Media DrivesReal Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 37
- 38. How to GetStarted Listen Share Your Content Listen More Build Relationships
- 39. What Are TheySaying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers 39
- 40. Participate in Q&A •Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
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- 42. Conversation & Distribution Conversation AND Distribution 42
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- 44. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 44
- 45. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
- 46. What Should YouMeasure? SEO Content Social Media Measure Measure Measure Visitors Measure Measure Leads Measure Customers Measure
- 47. Assess Search EngineOptimization
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- 49. How to TrackYour Funnel Track visitors. Track leads. Track customers.
- 50. 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%
- 51. Case Study: ReynoldsGolf Academy •
- 52. The Results Blog Subscribers SiteVisitors & Leads
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- 55. Who Knows Howto Put All the Pieces Together? d.j.k. on flickr 55
- 56. HubSpot Puts thePieces Together 56
- 57. Thank You! Sign upfor a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes Email: rburnes@hubspot.com