inbound marketing opastco symposium – november 2009

Inbound Marketing OPASTCO Symposium – November 2009

Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://www.apple.com/pr/products/ipod/08classic_front_agreement.html

More Bad News…

The Good News…

The Great News…

www.HubSpot.com/ROI

http://www.hubspot.com/ROI

Inbound Marketing

Blog SEO Social Media

http://www.google.com/imgres?imgurl=http://lh6.google.com/shaileshdoke/R7Yvft7NeXI/AAAAAAAAAR8/c-KsB1lUh3c/YouTube%20Logo%5B5%5D&imgrefurl=http://digi-soft.blogspot.com/2008/02/high-resolution-1280x905-youtube-logo.html&h=345&w=487&sz=20&tbnid=dI7uwE0TkZ8J::&tbnh=91&tbnw=129&prev=/images?q=youtube+logo&sa=X&oi=image_result&resnum=2&ct=image&cd=1


Inbound Gives Leverage

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

Questions to ask yourself...

How am I expanding my online footprint?

Am I publishingshare-worthy content?

How can I start and join relevant

conversations?

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and

socializer.

Inbound Marketing

http://www.google.com/imgres?imgurl=http://lh6.google.com/shaileshdoke/R7Yvft7NeXI/AAAAAAAAAR8/c-KsB1lUh3c/YouTube%20Logo%5B5%5D&imgrefurl=http://digi-soft.blogspot.com/2008/02/high-resolution-1280x905-youtube-logo.html&h=345&w=487&sz=20&tbnid=dI7uwE0TkZ8J::&tbnh=91&tbnw=129&prev=/images?q=youtube+logo&sa=X&oi=image_result&resnum=2&ct=image&cd=1


Inbound Marketing

Publish

Promote

Optimize

Convert

Target Content to Your Personas

Kadient photo by: David Meerman Scott

Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

How Many Tickets Do You Have?

22

More Content = More Links

Publish Everywhere

http://images.google.com/imgres?imgurl=http://images.pcworld.com/reviews/graphics/products/imported/30371_g1.jpg&imgrefurl=http://www.pcworld.com/product/specs/id,30371/revver.html&h=207&w=275&sz=5&hl=en&start=3&sig2=NBF_f60sTyhcRFWPNRjz6Q&um=1&tbnid=P8A35DPe6ADS-M:&tbnh=86&tbnw=114&ei=jrubSNzSHaGceuSN8MUF&prev=/images?q=revver&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

http://groups.google.com/

http://en.wikipedia.org/wiki/Image:Yelplogo.gif

http://images.google.com/imgres?imgurl=http://theleetgeeks.com/large_images/viddler_logo.gif&imgrefurl=http://theleetgeeks.com/video/&h=226&w=580&sz=13&hl=en&start=1&sig2=F-itwPMKU2foqh8wkLrMrQ&um=1&tbnid=BwbAPsNL2WLcEM:&tbnh=52&tbnw=134&ei=WbubSOLvMI2AeaqI_LoF&prev=/images?q=viddler&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://images.google.com/imgres?imgurl=http://blog.awakenedvoice.com/wp-content/uploads/2006/07/home_bliptv.gif&imgrefurl=http://blog.awakenedvoice.com/?akst_action=share-this&p=171&h=156&w=262&sz=8&hl=en&start=2&sig2=FAwwf_gxI9MNXNt8P6eVaQ&um=1&tbnid=1P73IUjVPk1URM:&tbnh=67&tbnw=112&ei=erubSMqfH4ueecOP-bIF&prev=/images?q=blip.tv+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

Re-Publish What You Have

• SolidWorks: 100+ Videos on Website• Published on YouTube, No Promotion• 10,000+ Views / Month

http://images.google.com/imgres?imgurl=http://images.pcworld.com/reviews/graphics/products/imported/30371_g1.jpg&imgrefurl=http://www.pcworld.com/product/specs/id,30371/revver.html&h=207&w=275&sz=5&hl=en&start=3&sig2=NBF_f60sTyhcRFWPNRjz6Q&um=1&tbnid=P8A35DPe6ADS-M:&tbnh=86&tbnw=114&ei=jrubSNzSHaGceuSN8MUF&prev=/images?q=revver&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

1,000’s of Tweets about report - Twitter drove 30% of traffic

Link-Worthy & Share-Worthy

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New market data• Educational content• Top-notch blog posts

Make Sharing Easy

Content Makes You Interesting

http://www.mixx.com/

http://images.google.com/imgres?imgurl=http://www.successforyourblog.com/wp-content/reddit-logo.png&imgrefurl=http://www.successforyourblog.com/social-news-are-you-submitted-8-sites-to-broaden-your-traffic&h=62&w=150&sz=7&hl=en&start=3&sig2=cpkIObuIaoXd6jSkxUQUyQ&um=1&tbnid=BX9b_Fd82LrQRM:&tbnh=40&tbnw=96&ei=nRd0SPq2OILgedD0udIC&prev=/images?q=reddit+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD









Calls to Action – Blog Posts

Landing Pages

Track Your Conversion Rate

Inbound Marketing Case Studies

Flickr: Gaetoan Lee

Case Study: Reynolds Golf Academy

Results for Reynolds Golf

Monthly Traffic and Leads

Blog Subscribers

Results for Reynolds Golf

• Increased traffic and lead volume by over 50x

• Accumulated over 300 blog subscribers

• Attracted 4,191 inbound links from over 230 domains

• The website's traffic rank has improved from 5.9 million to between 1 million and 2 million

Case Study: Palomar Technologies

Results for Palomar Technologies

Monthly Traffic

Google Referrers

Results for Palomar Technologies

• Increased lead flow over 100%

• Increased organic search traffic more than 50%

Case Study: Movative

Results for Modative

Google Referrers

Blog Subscribers

Results for Modative

• Increased organic search traffic more than 150%

• Increased lead flow and inquiries

Case Study: Website Grader

• Free interactive tool• 1.5 million URLs• 40,000 inbound links• 5,000 websites w/ badge & link• 4,500 Del.icio.us bookmarks• Great PR coverage (TechCrunch, RWW)• 50,000+ visitors from StumbleUpon• 100,000+ opt-in emails & leads

Case Study: HubSpot TV

• Weekly video podcast• 80-100 live viewers• 1-2K views / episode• Top 5 marketing podcast in iTunes• 70,000 views in first year• Guests: MC Hammer, Biz Stone, David

Meerman Scott, Chris Brogan

Case Study: B2B Music Video

• Video• 40,000 views first week• 10,000 views first day

• Social Media• #1 source = StumbleUpon• #2 source = Twitter• #3 source = Facebook

• SEO• Page 1 for “inbound marketing”• 50+ inbound links to blog article

http://www.youtube.com/watch?v=4-lGe5MnBlY


Case Study: HubSpot Blog

• Top 3 source of leads• ~10% visit company website• ~10-20% lead conversion rate

Blogging is Key for SEO and Social

25-30% of visitors from SEO• Google is 90% of our SEO traffic

20-25% of visitors from social media• Stumbleupon• Twitter• Facebook• Reddit• Delicious• Digg• LinkedIn• Friendfeed

Analysis and Measurement

Flickr: akisra

Traffic

…By Channel or Source

Visitors Leads Sales

SEO

SocialMedia

Inbound Marketing Summary

SEO

Social

Content

Convert

Additional Resources

• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/

• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/

• Social Media Marketing Kit• http://www.hubspot.com/social-media-marketing-kit

• Blog: http://Blog.HubSpot.com

http://www.hubspot.com/facebook-for-business-marketing-hub/

http://www.hubspot.com/twitter-marketing-hub/

http://www.hubspot.com/social-media-marketing-kit

http://blog.hubspot.com/

Next Steps

• Read “Inbound Marketing”

• Grade your website: www.WebsiteGrader.com

http://www.websitegrader.com/

Thank You / Q&ADownload Slides:www.MikeVolpe.com/OPASTCO

Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe

http://www.youtube.com/watch?v=Q3yCB7AvvAk

http://www.youtube.com/watch?v=Q3yCB7AvvAk

What’s HubSpot?

• Marketing software for SMBs• Over 1,800 customers in 3 years• 100+ employees, lots of MIT grads

http://www.vmx09.com/award-nominations

inbound marketing opastco symposium – november 2009

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