inbound marketing 101 june 2009 workshop
DESCRIPTION
http://www.hubspot.com - Inbound Marketing 101 workshop for CIC in Cambridge MA covering SEO, blogging, and social media.TRANSCRIPT
Inbound Marketing 101
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
CIC – June 24, 2009
Jonah Lopin
VP Customers @HubSpot
Twitter: @jlopin
2
Threat and Opportunity
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
5
The Bad News…
6
The Good News…
Inbound Marketing
Blog SEO Social Media
8
Inbound Gives Leverage
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
Inbound Marketing
Convert
Get Found
Get Found• Publish• Promote• Optimize
Convert• Test• Target• Nurture
Process Tools
Get Found• Content Mgmt• Blogging• Social Media• SEO• Analytics
Convert• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
11
Agenda
Publish
Promote
Optimize
Publish
Flickr: Annie Mole
What to Publish?
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Where to Publish?
Target Content to Your Personas
Kadient photo by: David Meerman Scott
A Word of Caution
• Writing for your personas DOES NOT mean writing about the products and services you sell them
• Write about the things they want to learn about
3 Keys to Blog Success
Biggest Blogging Mistake
A “free” URL from Blogspot or Typepad• HubSpot.blogspot.com – NO!• HubSpot.typepad.com – NO!
• Blog.HubSpot.com – Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes
Blog Frequency
• Steady readership?• At least weekly, more is better.
• SEO focused?• Frequency is less important.
Blog Topic Ideas
List of 5 ideas, trends or thoughts
Publish a list of links
Take a recent experience and share it
Answer questions you received recently
Comment on other blog articles
Turn a press release into a blog article
Check your email outbox
Promote Your Content
Flickr: ClintJCL
It’s Not Your Daughter’s Social Media
Social Media = Networking
• Become a real member of the community
• Add value to the community• Ask and answer questions
• More effective than live cocktail parties• No boundaries of time or space• Other people can listen in easily
Promote Your Content
25
Volunteer?Hands On
http://Twitter.Grader.com
Build Network - Keyword Search
Hands On
http://Search.Twitter.com
27
Hands On
28
Volunteer?Hands On
http://Facebook.Grader.com
Network w/ Famous People
10,000 followers
2,000 followers
Optimize
33
Pick Your Keyword Battles
vs.
Flickr: SimonstarrFlickr: Extra Medium
SEO
On-Page Off-Page
On-Page SEO
• Page Title
• Clean URL
• Headers & Content
• Description
SEO = Off-Page SEO
• Recommendations from friends1. “I know HubSpot”2. “HubSpot is a marketing expert”3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website
37
Volunteer?Hands On
http://Website.Grader.com
Inbound Marketing Measurement
Flickr: noblelgnnoble
Subscribers & Visitors
Blog Article Performance
SEO Rankings
Traffic, Leads and Customers
Visitors Leads Customers
SEO 5,289 754 12
Blogging 834 72 3
Social Media 511 28 1
Visitors from Twitter
Thank You!
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
www.HubSpot.com/free-trial
Jonah Lopin
VP Customers @HubSpot
Twitter: @jlopin