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Online Marketing SummitMinneapolis | June 25, 2010
Integrated Inbound MarketingHow to use Google, Blogs & Social Media together to
get found online.
Rick Burnes
HubSpot
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I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
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SEO Blogging
Flickr: nopiedra Flickr: Sachaverelle
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Social Media
Flickr: davecobb
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Traditional Marketing (Outbound)
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Marketing Today (Inbound)
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Declining Traffic for Trade Pubs
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But We’re Now a Trade Pub!
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Best Young Companies? Inbound.
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1950 - 2000 2000 - 2050
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Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
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www.HubSpot.com/ROIMore:
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Why Inbound Is Cheaper
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What Is Inbound Marketing?
Leads
Get Found• Publish• Promote• Optimize
Process ToolsGet Found• Content Mgmt• Blogging• Social Media• SEO• Analytics
Convert• Test• Target• Nurture
Website Visitors
Customers
Convert• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
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Social Media
Blog
SEO
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Flickr: Storm Crypt
Social Media
Blog
SEO
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I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
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How Do You Get to the Top?
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Pick Your Keyword Battles
Flick Photos: ExtraMedium & Simonstarr
Fight for “Ninja” … or “Ninja Halloween Costume”
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Two Sides of Optimization
On-Page Off-Page
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How Do You Get Links?
Have something worth linking to.
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Blogging Means More Inbound Links
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How Google Weighs Optimization
Off-page optimization is critical.
On Page(25%)
Off Page(75%)
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Flickr: Storm Crypt
Blog
SEO
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I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
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Website Grade
Google 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
The Difference?
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What Should You Write About?
(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
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Content Attracts the Right People
Neil Diamond
Flick Photo: Marciela
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Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
What Content Channels Are Best?
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HubSpot.com/cartoons
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• Make emails into blog posts
• Turn forum posts into blog posts
• Shoot videos at events• Interview customers for
your blog• Repurpose company
data for public reports• Share lessons you learn
Get Into the Content Mindset
Flick Photo: Cindiann
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I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
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Social Media Is Now a Staple
• 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
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PR, Social-Media Style
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
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PR, Social-Media Style
Elapsed Time:50 Minutes
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Social Media Drives LeadsHubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
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How to Get Started
Listen
Listen More
Build Relationships
Share Your Content
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Start Listening
Places to listen• Search.Twitter.com• google.com/blogsearch• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com
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Start Engaging
• Facebook Discussions• LinkedIn Answers• What’s relevant in your industry?
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Share Your Content
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What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New data• Funny videos• Top-notch blog posts
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Blogging Increases Twitter Reach
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Social Media Is Now Part of SEO
Results from
Twitter
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Flickr: Storm Crypt
Social Media
Blog
SEO
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I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
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Assess Search Engine Optimization
www.websitegrader.com
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Track Blog Subscriptions
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Leads
Website Visitors
Customers
Track the Whole Funnel
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Track the Funnel, by Channel
Leads
SEO
Customers
Leads
Blog
Customers
Leads
Paid Media
Customers
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How to Track Your Funnel
Track visitors.
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How to Track Your Funnel
Track leads.
How to Track Your Funnel
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How to Track Your Funnel
Track customers.
How to Track Your Funnel
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Why Tracking Channels Is Critical
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
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Be Wary of Siloed Analysis
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Be Wary of Siloed Analysis
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Traditional Sales
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Flickr: Storm Crypt
Social Media
Blog
SEO
Sales
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Can You Put the Pieces Together?
d.j.k. on flickr
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HubSpot Puts the Pieces Together
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Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/