Inbound Marketing 101

How to use Google, blogs and social media to get found online.

Rick Burnes

Twitter: @rickburnes

December 15, 2009

Agenda

I. About HubSpot & Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

What’s HubSpot?

• Founded in July 2006 from research at MIT

• Cambridge, MA

• 2,500 customers, 100+ employees

3

Every Day, More Change

4

Traditional Marketing (Outbound)

5

Marketing Today (Inbound)

6

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

77

Traditional Marketing in Action

Inbound Marketing in Action

What Is Inbound Marketing?

Get Found

• Publish

• Promote

• Optimize

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

Website Visitors

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Leads

• SEO

• Analytics

Convert

• Test

• Target

• Nurture

Customers

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Inbound Is Cheaper

Why It’s Cheaper

Budget vs. Brains

FlickrFlickr: Refracted Moments: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee

Agenda

I. About HubSpot & Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

How Do You Get to the Top?

Pick Your Keyword Battles

16Flick Photos: ExtraMedium & Simonstarr

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

Two Sides of Optimization

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On-Page Off-Page

Optimize “On Page”

• Page Title

• URL

• H1,H2,H3 tags• 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 friends1. “I know Rick Burnes”

2. “Rick Burnes is a top notch marketer”

3. You trust the person saying this

• Links are online recommendations1. A link: www.HubSpot.com

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

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How Google Weights Optimization

On Page

(25%)

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Off-page optimization is critical.

Off Page

(75%)

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site

What’s the difference?

Blog = Better SEO, More Traffic

Website

Grade

Google

Indexed

Pages

Monthly Unique

Visitors

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?

A Blog Is Like Great Architecture: Elegant

One structure, multiple functions:

• Excellent workspace

• Environmentally sensitive

construction and design

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Photo: Wikipedia

construction and design

• Historic preservation

• Aesthetics

One Content Feed, Many Goals Met

One blog, multiple functions:

• Search Engine Optimization

• Social Media Optimization

• Lead Generation

• Education

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• Education

• Thought Leadership

• Nurturing

• PR

• Brand Building

• Recruiting

• Internal Communication

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 & PRMarketing & PR

www.webinknow.com

Content Attracts the Right People

Neil Diamond Neil Diamond

Flick Photo: Marciela

A Word of Caution

• Business content DOES NOT mean

content about the products and

services you sell

• Create content that’s useful and

interesting to your target personas

What Content Channels Are Best?

• Blog

• Podcast

• Videos

• Photos

• Presentations• Presentations

• eBooks

• News Releases

Get Into the Content Mindset

• Make emails into blog posts

• Turn forum posts into blog

posts

• Shoot videos at events

• Interview customers for your • Interview customers for your

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. Social Media

V. How to Measure ItV. How to Measure It

Social Media Is Now a Staple

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• Unmeasured

• Small scale

• No business impact

• But lots of fun

• Highly measurable

• Massive scale

• Major driver of leads, sales

• Still fun

Flickr: anitacanita Flickr: sierravalleygirl

PR, Social-Media Style

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

408 555-1234?

I spoke about our use of social media for biz on 2 panels -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

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)

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>15% Social Media; 22.9% Google

How to Get Started

Listen

Listen More

Build Relationships

Share Your Content

What Are They Saying About You?

Places to listen• Search.Twitter.com

• google.com/blogsearch

• Technorati.com

• Existing blogs• Existing blogs

• Industry Twitterers

• Twitter.grader.com

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Participate in Q&A

• Facebook

Discussions

• Yahoo! Answers

• LinkedIn Q&A • LinkedIn Q&A

and Discussions

Distribute Your Content

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Conversation & Distribution

Conversation

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Conversation

Distribution

AND

Good Content Spreads

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What Gets Shared?

Rarely

Shared

Frequently

Shared

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• Product info

• Free trials

• Software documentation

• New data

• Funny videos

• Top-notch blog posts

Agenda

I. About HubSpot & Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

Assess Search Engine Optimization

Metric #1: Subscriptions

• A measure of you blog’s total reach

• A “sticky” number

Track the Whole Funnel

Website Visitors

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Leads

Customers

Track the Whole Funnel for Each Channel

SEO Visitors Blog Visitors PPC VisitorsSocial Media

Visitors

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Leads

SEO Customers Blog Customers PPC Customers Social Media

Customers

How to Track Your Funnel

Track visitors. Track leads. Track customers.

Track Conversions

Traffic to HubSpot.com

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%

Selected Channels

Final Thoughts …

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Build Leverage

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Who Knows How to Put All the Pieces Together?

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d.j.k. on flickr

HubSpot Puts the Pieces Together

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Thank You!

Sign up for a free trial of HubSpot:

www.hubspot.com/free-trial/

Connect with me:

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: www.twitter.com/rickburnes