the future of marketing is inbound marketing
DESCRIPTION
What is the future of marketing? How will inbound marketing change how you reach new customers? Learn about inbound marketing and social media marketing and blogging to expand your brand and sales. (Brandsource Convention Presentation by Mike Volpe.)TRANSCRIPT
The Future of Marketingis Inbound Marketing
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
More Bad News…
The Good News…
Inbound Marketing
Blog SEO Social Media
Inbound Gives Leverage
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
NY Parking Tickets
Blogging + SEO + Social Media• 7x more website
visitors• 25x more visitors
from Google• 8x more links to
website
Website Visitors
Music Videos
• 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
BlendTec - Will It Blend?
Videos + Social Media• 55,000 inbound links• 83,000 YouTube
subscribers• 500+ Facebook groups• 5 Digg front page
stories• 3x Sales Increase
Questions to ask yourself...
How am I expanding my online footprint?
Am I publishingshare-worthy content?
How can I start and join relevant
conversations?
Am I presenteverywhere that peoplediscuss my industry?
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
Some Ideas…
Flickr: Gaetoan Lee
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Publish Everywhere
Target Content to Your Personas
Kadient photo by: David Meerman Scott
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
Twitter for Customer Service
http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
Social Media is Personal
Are you going to let Comcast
provide morepersonal
service than you do?
What about Best Buy?
1-1 Personal Service & Advice
Home Depot on Facebook
Personal Profile vs. Business Page
• Set up a Personal Profile first and then create a Business Page that you will administer
• Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)
Create an Engaging Presence
• Events• Videos• Discussions• Photos• Blog Articles
Go Viral – Leverage News Feed
• News Feed shows updates on your and your friends’ activity
• First thing you see when you log in
• Your updates show on your profile “Wall”
• Allow users to engage with you – each activity is shared with their network
Draw on Your Network
Twitter.Grader.com Keyword Search
Search.Twitter.com
Optimize for Search
• Facebook Search• Based on # Fans
• Public Search• Check your settings
Advertise on Facebook
http://www.facebook.com/advertising/
Note: You must be logged in to create an ad
Measure Friends, Fans, Activity
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/twitter-marketing-hub/
• Blog: http://Blog.HubSpot.com
Thank You!
Today’s slides & more resources:www.MikeVolpe.com/BrandSource
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe