Connector Corner: Accelerate revenue generation using UiPath API-centric busi...
Is Your Business Getting Found?
1. Is Your Business Getting Found?
How to use Google, blogs and social media to get found.
Rick Burnes
Twitter: @rickb rnes
T itter @rickburnes
September 10, 2009
2. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV.
IV Social Media
V. How to Measure It
3. What’s HubSpot?
• Founded in July 2006 from research at MIT
y
• Cambridge, MA
• 1600+ customers 95+ employees
1600 customers, 95
3
10. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get F
G t Found d
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • S i l M di
Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
L di P
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
10
19. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images
20. Optimize (Off-Page)
• Recommendations from friends
1. I
1 “I know Rick Burnes”
Burnes
2. “Rick Burnes is a top notch marketer”
3.
3 You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website
21. How Do You Get Links?
Have something worth linking to.
27. Blog = Better SEO, More Traffic
Website Google Monthly Unique
Grade Indexed Visitors
Pages
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com
31. What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PR
www.webinknow.com
33. A Word of Caution
• B i
Business content DOES NOT mean
t t
content about the products and
services you sell
y
• Create content that’s useful and
interesting to your target personas
34. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
Ph t
• Presentations
• eBooks
• News Releases
35. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Sh t videos at events
Shoot id t t
• Interview customers for your
b og
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann
36. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV.
IV Social Media
V. How to Measure It
38. Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured • Highly measurable
• Small scale • Massive scale
• No business impact • Major driver of leads, sales
• But lots of fun • Still fun
39. PR, Social-Media Style
Need to urgently speak with a business that is very
actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-1234?
I will call you right now
41. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
; g
41
42. How to Get Started
Listen
Share Your Content
Listen More
Li t M
Build Relationships
43. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
T h ti
• Existing blogs
• Industry Twitterers
• Twitter.grader.com
44. Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions
61. Thank You!
Sg
Sign up for a free trial o HubSpot:
o ee a of ubSpo
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
e e co / c bu es