how to promote an event with inbound marketing
TRANSCRIPT
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Download these slides: SlideShare.net/HubSpot
How to Promote an Event withHow to Promote an Event with Inbound Marketing
Ellie MirmanInbound Marketing ManagerHubSpot
Twitter: @ellieeille
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Outbound Marketing
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Outbound Marketing is Broken
800-555-1234AnnoyingSalespersonp
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The Bad News
Flickr: pjbeardsley
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The Good News
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Inbound Marketing
Blog SEO Social Mediag
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Budget vs. Brains
FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee
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Inbound Marketing Process
Get FoundGet FoundTools• Content Mgmt
Process• Publish Get FoundGet Found • Blogging
• Social Media• SEO
• Optimize• Promote
ConvertConvert
SEO
• Offers / CTAs• Landing Pages
• Target• Capture ConvertConvert • Landing Pages
• Emails• Lead Intel
• Capture• Nurture
MeasureMeasure• Analytics• Test
• Analyze MeasureMeasurea y e• Repeat
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7 Steps to P tiPromoting an Event with Inbound Marketing
Flickr: flattop341p
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1. Create a Hub for the Event
Central locationCentral location for event information
Optimize for searchsearch
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Organic Search is Better
Free
More trafficPay Per Click – 25% of Clicks
Smarter people Organic Results75% of Clicks
Longer lasting75% of Clicks
Source: Marketing Sherpa and Enquiro Research
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Pick Your Keyword Battles
1. Search volume2 Relevance to your business2. Relevance to your business3. Competition
• “event”“community development event”• “community development event”
• “community development event Bastrop TX”Bastrop TX
Flickr: saeba
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How Does Google Decide?
On-Page Off-PageOn-Page25%
Off-Page75%
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On-Page SEO
Page TitleURL
H1, H2, H3 tags
Page TextPage Text• BoldMeta Tags & Description
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Off-Page SEO
Recommendations from friends1 “I k H bS t”1. “I know HubSpot”2. “HubSpot is a marketing expert”3 Y t t th i thi3. You trust the person saying this
Links are online recommendations1. Link: www.HubSpot.comp2. Link with anchor text: Internet Marketing3. Link from a trusted website3. Link from a trusted website
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Microsites a Macro Mistake?
Separate Brand vs. SEO Starting Line
Flickr: zhurnaly
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2. Leverage Your Network
• Email Newsletter
• Facebook Page Update
• Facebook Group Message
• LinkedIn Group Message/Discussion
• Post on Blog / Website
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3. Leverage Speakers & Sponsors
Make it easy to promote the event
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3. Leverage Speakers & Sponsors
Make it easy - badges
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3. Leverage Speakers & Sponsors
Make it easy – email copy & landing pages
Dear sponsor,Feel free to copy and paste the below copy for an email campaign or blog post.
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3. Leverage Speakers & Sponsors
Make it easy – giveaways & discounts
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4. Reach Out to Relevant Communities
Facebook Groups and Pages
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4. Reach Out to Relevant Communities
LinkedIn Groups
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4. Reach Out to Relevant Communities
Industry-Specific Communities
Local Event ListingsLocal Event Listings
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4. Reach Out to Relevant Communities
1. Ask for suggestions about speakers & t i& topics
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4. Reach Out to Relevant Communities
1. Ask for suggestions about speakers & t i& topics
2. Share content from the event
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4. Reach Out to Relevant Communities
1. Ask for suggestions about speakers & t i& topics
2. Share content from the event3. Offer special discount
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5. Create a Community
Create a Facebook Group and/or E tEvent
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5. Create a Community
Create a Twitter Hashtag
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5. Create a Community
Start the Conversation on Blog Posts
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6. Publish Content
BlogPodcastVideosVideosPhotosP t tiPresentationseBooksNews Releases
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Content Drives Visitors
Search engines like fresh contentfresh content
People like fresh contentcontent
M t tMore content means more tickets in SEO lottery
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Encourage Others to Create Content
Tell them!
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Encourage Others to Create Content
Make it easy!
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Encourage Others to Create Content
Display their content!
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Encourage Others to Create Content
Invite content creators ( di bl )(media = bloggers)• Find bloggers:
• Technorati• Google Blog Searchg g
• Approach bloggers• Read comment develop a relationshipRead, comment, develop a relationship
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Encourage Others to Create Content
Provide a place!• Designated “Media
Room” for bloggers, media, interviews
• Wireless Internet forreal-time publishing
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7. Optimize & Promote Content
Hashtag
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7. Optimize & Promote Content
Monitor what’s published• Google Alerts
• Twitter Search
• Flickr Search
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7. Optimize & Promote Content
RSS simplifies monitoring
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7. Optimize & Promote Content
Aggregate
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7. Optimize & Promote Content
Promote your content
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7. Optimize & Promote Content
Promote your content
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7. Optimize & Promote Content
Promote flattering content
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8. Bonus!
Test, Analyze, Repeat
latherlather
rinse
repeat
Flickr:jacek nlj _
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What to Measure
Registrants / AttendeesReachContentContentKeyword RankInbound LinksReviewsReviews
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What to Measure
Registrants / Attendees• By Source – use tracking tokens!www.mywebsite.com/?source=email_partner1
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What to Measure
Registrants / Attendees• By Source – use tracking tokens!discount code PartnerCode1
10
12
14
6
8
10
TrafficSubscribers
0
2
4 Registrants
0Partner 1 Partner 2 Speaker 1 Speaker 2
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What to Measure
Registrants / AttendeesReach• Blog Subscribers 50
60Blog Email Twitter
og Subsc be s• Email Subscribers• Twitter Followers 30
40
50
• Twitter Followers• Facebook Fans
10
20
30
• etc. 0Q1 Q2 Q3 Q4
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What to Measure
Registrants / AttendeesReachContentContent
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What to Measure
Registrants / AttendeesReachContentContentKeyword Rank
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What to Measure
Registrants / AttendeesReachContentContentKeyword RankInbound Links
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What to Measure
Registrants / AttendeesReachContent 5
Session Rating Speaker Rating
ContentKeyword Rank
3
4
Inbound LinksReviews 1
2
Reviews0
1
A B C DA B C D
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How to Measure
Where to Start: Website.Grader.com
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Thank You!
Questions?
More Resources:
Blog.HubSpot.comInboundMarketing.comInboundMarketing.comHubSpot.com/Free-Trial
Ellie MirmanInbound Marketing ManagerHubSpot
Twitter: @ellieeille