inbound marketing 101
TRANSCRIPT
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
• 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
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
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