inbound marketing & the next phase of the web

Inbound MarketingAnd the Next Phase of the Web

Rick Burnes

Inbound Marketing Manager

HubSpot

Who Is Rick Burnes?

Currently:

Marketer & blogger (HubSpot)

Background:

• Entrepreneur (Faneuil Media)

• Journalist (moscowtimes.com, nytimes.com)

What’s HubSpot?

It’s a software system that helps you get found

Search Marketing Tools

Blogging & CMS Tools

Social Media Tools

• 1,000 Customers• Free grading tools at www.grader.com

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social MediaIV. Social Media

V. How to Measure It

Outbound Marketing

800-555-1234

Annoying

Salesperson

Inbound Marketing

Content SEO Social Media

Rethinking Marketing

Outbound Marketing

• Telemarketing

• Trade shows

• Direct mail

• Email blasts

• Print ads

Inbound Marketing

• SEO / SEM

• Blogging

• Social Media

• RSS

• Free tools/trials• Print ads

• TV/radio ads

• Free tools/trials

• Viral videos

Interruption Permission

Brain Required, Not Budget

Flickr: Refracted MomentsFlickr: Refracted MomentsFlickr: Gaetoan LeeFlickr: Gaetoan Lee

Why Inbound Is Cheaper

Build an Asset

Flick Photo: Thomas Hawk

Attract the Right People

Neil Diamond Neil Diamond

Flick Photo: Marciela

It’s an Inbound Cycle

Article posted, receiving:• 100 Views• 1 Inbound Link

Post shared, driving:• 2x Views• 3x Links

Post rank in Google, driving:• 2x Views• 2x Links

Agenda


II. SEO

III. Content



How Do You Get to the Top?

25% of SEO = On Page (Visible)

• Page Title

• URL

• H1,H2,H3 tags• H1,H2,H3 tags

• Page Text• Bold

25% of SEO = On Page (Invisible)

• Description

• Keywords

• Alt text on images

75% of SEO = Off Page

• Recommendations from friends1. “I know Rick Burnes”

2. “Rick Burnes is a marketing expert”3. You trust the person saying this

• Links are online recommendations1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website

Links are Essential to SEO

• Off Page SEO is HARD

• Links are hard to get

• That’s why search engines

use them to measure use them to measure

“importance”

• That’s why you need:

• Content

• Social Media

Agenda


II. SEO

III. Content



Isn’t a Nice Site Good Enough?

No blog; no dynamic pages.

What Does a Blog Add (Besides Work)?

Similar site functions, but site has a blog.

Blog = Better SEO, More Traffic

Website

Grade

Google Indexed

Pages

Unique Visitors

(Dec.)

www.craigieonmain.com 56 99 6,000

www.greenstreetgrill.com 25 8 2,200www.greenstreetgrill.com 25 8 2,200

Data from:website.grader.comcompete.com

More Pages = Better Google Rank

1,000,000

10,000,000

Av

era

ge

# o

f W

eb

pa

ge

s

Average Pages per Website by Page Rank

1,000

10,000

100,000

1 2 3 4 5 6 7 8 9 10

Av

era

ge

# o

f W

eb

pa

ge

s

Page Rank (10 is best)

What Kind of Content?

• Blog

• Podcast

• Videos

• Photos• Photos

• Presentations

• eBooks

• News Releases

Your Content Is Your Magnet

“Create the kind of online content that your buyers naturally gravitate to.” to.”

- David Meerman Scott

Author of The New Rules of

Marketing & PRwww.webinknow.com

Agenda


II. SEO

III. Content



What’s the Role of Social Media?

Where Does Your Industry Hang Out?

How to find out:• google.com/blogsearch

• Technorati.com

• Existing blogs

• Industry Twitterers

Flick Photo: Hamed Saber

Follow the Conversation Via RSS

How to sign up: Google.com/reader

Participate in Q&A

• FacebookDiscussions

• Yahoo! AnswersAnswers

• LinkedIn Q&A and Discussions

What Are They Saying About You?

Go to: search.twitter.com

Build Your Networks

Total Followers: 22,139

Using Twitter for PR

I will call you right now

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

Elapsed Time:

50 Minutes

Promote Your Content

Agenda


II. SEO

III. Content



Website Grader

Internet Marketing Scorecard

Blog Subscribers

Facebook Fans & Activity

Traffic, Leads and CustomersVisitors from ZDNet

Visitors Leads Customers

TechCrunch 5,289 754 12

ZDNet 834 72 3

Twitter 511 28 1

The Only Way to Learn

Flick Photo: hufse

Small Businesses, Now Empowered

Flick Photo: Webmink

Thank You!

Free Tools:

http://Website.Grader.com

http://PressRelease.Grader.com

http://Twitter.Grader.com

Rick Burnes

Inbound Marketing Manager

HubSpot

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: twitter.com/rickburnes