inbound marketing for new england xpo for business
DESCRIPTION
Inbound Marketing - Using SEO, Blogging, Social Media together for results. presentation in the Marketing Track at the New England XPO for Business in Boston in May 2010.TRANSCRIPT
Inbound Marketing:Social Media, SEO, Blogging & Analytics Together for Success
Mike Volpe
VP Marketing, HubSpot
Twitter: @mvolpe
Before We Start
• Twitter: @mvolpe
• Slides: www.MikeVolpe.com/NEXPO
• Share whatever, wherever!
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
“If you have more money than brains, use
outbound marketing.If you have more brains
than money, use inbound marketing”
-- Guy Kawasaki
Questions to ask yourself...
Am I regularly creating new share-
worthy content?
Am I promoting my content
in social media conversations?
Am I optimizing my content for search and
social media?
Am I converting asmany visitors into
leads and sales as I can?
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
Inbound Marketing
Create
Optimize
Promote
Convert
Target Content to Your Personas
Kadient photo by: David Meerman Scott
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Publish Everywhere
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
More Blogging Increases Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing Workshop
Create
Optimize
Promote
Convert
SEO Tips from Website Grader
Lessons from 2,345,619 websites
What drives SEO rank?
HubSpot.com/cartoons
SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
Keywords & The Prosthodontist
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
Authority is Determined by Links
More & Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com
Content is Useless w/o Links
Source: SEOMoz.org
Where is Search Going?
Where is Search Going?
SEO in 2010 and Beyond
Ranking Algorithm:f(n): Context + Authority
+ Social Graph
Inbound Marketing
Create
Optimize
Promote
Convert
It’s NOT About You… Ever
HubSpot.com/cartoons
Content Makes You Interesting
Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Make Sharing Easy
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Product documentation• Company background
• New market data• Educational content• Top-notch blog posts
All Your Employees Are Marketers
Empower Employees by Sharing Info
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing
Create
Optimize
Promote
Convert
Never let website visitors guess what to
do next.
No Call to Action
Good Homepage Call to Action
Offer – WIIFM?
Offer – WIIFM?
Landing Pages Convert
Inbound Marketing Summary
Optimize
Promote
Create
Convert
Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website: www.WebsiteGrader.com
• Additional Free Resources: www.HubSpot.com/marketing-hubs
Q & A
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
These Slides: www.MikeVolpe.com/NEXPO
Free Trial: www.HubSpot.com