![Page 1: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/1.jpg)
Inbound Marketing:Social Media, SEO, Blogging & Analytics Together for Success
Mike Volpe
VP Marketing, HubSpot
Twitter: @mvolpe
![Page 2: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/2.jpg)
Before We Start
• Twitter: @mvolpe
• Slides: www.MikeVolpe.com/NEXPO
• Share whatever, wherever!
![Page 3: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/3.jpg)
Marketing is Changing
1950 - 2000 2000 - 2050
![Page 4: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/4.jpg)
Outbound Marketing
![Page 5: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/5.jpg)
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
![Page 6: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/6.jpg)
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
![Page 7: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/7.jpg)
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 8: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/8.jpg)
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
![Page 9: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/9.jpg)
“If you have more money than brains, use
outbound marketing.If you have more brains
than money, use inbound marketing”
-- Guy Kawasaki
![Page 10: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/10.jpg)
Questions to ask yourself...
![Page 11: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/11.jpg)
Am I regularly creating new share-
worthy content?
![Page 12: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/12.jpg)
Am I promoting my content
in social media conversations?
![Page 13: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/13.jpg)
Am I optimizing my content for search and
social media?
![Page 14: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/14.jpg)
Am I converting asmany visitors into
leads and sales as I can?
![Page 15: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/15.jpg)
Stop thinking like amarketer or advertiser.
![Page 16: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/16.jpg)
Start thinking like apublisher and
socializer.
![Page 17: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/17.jpg)
Inbound Marketing
Create
Optimize
Promote
Convert
![Page 18: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/18.jpg)
Target Content to Your Personas
Kadient photo by: David Meerman Scott
![Page 19: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/19.jpg)
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
![Page 20: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/20.jpg)
Publish Everywhere
![Page 21: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/21.jpg)
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
![Page 22: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/22.jpg)
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
![Page 23: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/23.jpg)
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
![Page 24: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/24.jpg)
46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 25: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/25.jpg)
Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 26: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/26.jpg)
More Blogging Increases Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 27: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/27.jpg)
Inbound Marketing Workshop
Create
Optimize
Promote
Convert
![Page 28: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/28.jpg)
SEO Tips from Website Grader
Lessons from 2,345,619 websites
![Page 29: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/29.jpg)
What drives SEO rank?
HubSpot.com/cartoons
![Page 30: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/30.jpg)
SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
![Page 31: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/31.jpg)
Keywords & The Prosthodontist
![Page 32: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/32.jpg)
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
![Page 33: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/33.jpg)
Authority is Determined by Links
![Page 34: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/34.jpg)
More & Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com
![Page 35: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/35.jpg)
Content is Useless w/o Links
Source: SEOMoz.org
![Page 36: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/36.jpg)
Where is Search Going?
![Page 37: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/37.jpg)
Where is Search Going?
![Page 38: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/38.jpg)
SEO in 2010 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
![Page 39: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/39.jpg)
Inbound Marketing
Create
Optimize
Promote
Convert
![Page 40: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/40.jpg)
It’s NOT About You… Ever
HubSpot.com/cartoons
![Page 41: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/41.jpg)
Content Makes You Interesting
![Page 42: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/42.jpg)
Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
![Page 43: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/43.jpg)
Make Sharing Easy
![Page 44: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/44.jpg)
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Product documentation• Company background
• New market data• Educational content• Top-notch blog posts
![Page 45: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/45.jpg)
All Your Employees Are Marketers
![Page 46: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/46.jpg)
Empower Employees by Sharing Info
![Page 47: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/47.jpg)
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
![Page 48: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/48.jpg)
Inbound Marketing
Create
Optimize
Promote
Convert
![Page 49: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/49.jpg)
Never let website visitors guess what to
do next.
![Page 50: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/50.jpg)
No Call to Action
![Page 51: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/51.jpg)
Good Homepage Call to Action
![Page 52: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/52.jpg)
Offer – WIIFM?
![Page 53: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/53.jpg)
Offer – WIIFM?
![Page 54: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/54.jpg)
Landing Pages Convert
![Page 55: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/55.jpg)
Inbound Marketing Summary
Optimize
Promote
Create
Convert
![Page 56: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/56.jpg)
Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website: www.WebsiteGrader.com
• Additional Free Resources: www.HubSpot.com/marketing-hubs
![Page 57: Inbound Marketing for New England XPO for Business](https://reader035.vdocument.in/reader035/viewer/2022062513/554cee8bb4c90513118b4ab5/html5/thumbnails/57.jpg)
Q & A
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
These Slides: www.MikeVolpe.com/NEXPO
Free Trial: www.HubSpot.com