The Secrets of Inbound Marketing

Rick Burnes

Twitter: @rickburnes

October 23, 2010

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

I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

Traditional Marketing (Outbound)

Marketing Today (Inbound)

Declining Traffic for Trade Publications

But We’re Now a Trade Publication

Best Young Companies? Inbound.

8

1950 - 2000 2000 - 2050

Flickr: Refracted Moments Flickr: Gaetoan Lee

Marketing With Budget? Or Brain?

www.HubSpot.com/ROIMore:

Why Inbound Is Cheaper

Leads

Get Found• Publish• Promote• Optimize

Process ToolsGet Found• Content Mgmt• Blogging• Social Media• SEO• Analytics

Convert• Test• Target• Nurture

Website Visitors

Customers

Convert

• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics

What Is Inbound Marketing?

Social Media

Blog

SEO

Flickr: Storm Crypt

Social Media

Blog

SEO

I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

How Do You Get to the Top?

Pick Your Keyword Battles

Flick Photos: ExtraMedium & Simonstarr

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

Two Sides of Optimization

On-Page Off-Page

How Do You Get Links?

Have something worth linking to.

Blogging Means More Inbound Links

How Google Weighs Optimization

Off-page optimization is critical.

On Page(25%)

Off Page(75%)

Flickr: Storm Crypt

Blog

SEO

I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

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

The Difference?

What Should You Write About?

(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

Content Attracts the Right People

Neil Diamond

Flick Photo: Marciela

Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

What Content Channels Are Best?

Create Content That Fits Your Industry

HubSpot.com/cartoons

• 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

Get Into the Content Mindset

Flick Photo: Cindiann

I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

Social Media Is Now a Staple

• 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

I will call you right now

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

PR, Social-Media Style

Elapsed Time:50 Minutes

Social Media Drives Leads

HubSpot Social Media Leads

Twitter is largest category, at >40% of HubSpot’s total social media leads.

How to Get Started

Listen

Listen More

Build Relationships

Share Your Content

Places to listen• Search.Twitter.com• google.com/blogsearch• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com

Start Listening

Start Engaging

• Facebook Discussions• LinkedIn Answers• What’s relevant in your industry?

42

Build Your Networks, Distribute Your Content

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New data• Funny videos• Top-notch blog posts

Blogging Increases Twitter Reach

Social Media Is Now Part of Search Results …

Results from

Twitter

And Drives SEO

Flickr: Storm Crypt

Social Media

Blog

SEO

I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

www.websitegrader.com

Assess Search Engine Optimization

Track Blog Subscriptions

Leads

Website Visitors

Customers

Track the Whole Funnel

Leads

SEO

Customers

Leads

Blog

Customers

Leads

Paid Media

Customers

Track the Funnel by Channel

How to Track Your Funnel

Track visitors.

How to Track Your Funnel

Track leads.

How to Track Your Funnel

How to Track Your Funnel

Track customers.

How to Track Your Funnel

Why Tracking Channels Is Critical

  Visitors Leads Conversion Customers Net Conversion

Twitter 3,289 554 17% 12 0.4%

Facebook 504 75 15% 6 1.2%

Stumbleupon 511 28 5% 1 0.2%

Be Wary of Siloed Analysis

Be Wary of Siloed Analysis

Final Thoughts …

Traditional Sales

Inbound Sales

Flickr: Storm Crypt

Social Media

Blog

SEO

Sales

Can You Put the Pieces Together?

d.j.k. on flickr

HubSpot Puts the Pieces Together

Connect with me:

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: www.twitter.com/rickburnes

Thank You!

Sign up for a free trial of HubSpot:

www.hubspot.com/free-trial/