This document provides an overview of inbound marketing and how to use search engine optimization (SEO), content like blogging, and social media to attract website visitors and convert them into leads and customers. It discusses optimizing websites for search engines through on-page and off-page techniques. Content like blogging is emphasized as important for SEO and attracting the right audiences. Social media is presented as a major driver of leads and sales. The document concludes by stressing the importance of measuring marketing efforts across channels in the inbound marketing funnel from visitors to leads to customers.

1. Mapping the Inbound Marketing Ecosystem
How to use Google, blogs and social media to get found online.
Rick Burnes
Twitter: @rickburnes
February 8, 2009

2. Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

3. What’s the Next Marketing Hairstyle?
Flickr: davecobb
Flickr: nopiedra
Flickr: Sachaverelle
SEO
3

4. This Ain’t No Haircut!
Wikipedia Wikipedia
4

5. How Do You Navigate a Complex Landscape? A Map!
Flickr: WanderingtheWorld
5

6. Traditional Marketing (Outbound)
6

7. Marketing Today (Inbound)
7

8. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
8
8

9. Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee

10. Outbound Is Expensive
10

11. Inbound Is Cheaper

12. Why Inbound Is Cheaper

13. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
13

14. SEO
Social
Media
Blog
Flickr: WanderingtheWorld
14

15. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

16. How Do You Get to the Top?

17. Pick Your Keyword Battles
Fight for “Ninja” … or “Ninja Halloween Costume”
Flick Photos: ExtraMedium & Simonstarr
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18. Two Sides of Optimization
On-Page Off-Page
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19. Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

20. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images

21. Optimize (Off-Page)
• Recommendations from friends
1. “I know HubSpot”
2. “HubSpot sells great marketing software”
3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website

22. How Do You Get Links?
Have something worth linking to.

23. Blogging Means More Inbound Links
23

24. How Google Weights Optimization
On Page
(25%)
Off Page
(75%)
Off-page optimization is critical.
24

25. SEO
Blog
Flickr: WanderingtheWorld
25

26. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

27. A Nice-Looking Restaurant Site

28. Another Nice-Looking Restaurant Site
What’s the difference?

29. 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

30. How Many Tickets Do You Have?

31. What Should You Write About?
Topics that attract Holly & Larry – your business’ target personas!
(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
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32. Content Attracts the Right People
Neil Diamond
Flick Photo: Marciela

33. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

34. Get Into the Content Mindset
• 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
Flick Photo: Cindiann

35. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

36. 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
36

37. 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

38. PR, Social-Media Style
Elapsed Time:
50 Minutes

39. Social Media Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
39

40. How to Get Started
Listen
Share Your Content
Listen More
Build Relationships

41. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
• Twitter.grader.com
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42. Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions

43. Distribute Your Content
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44. Conversation & Distribution
Conversation
AND
Distribution
44

45. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
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46. Blogging Increases Twitter Reach
46

47. Twitter Plays a Bigger SEO Role
Results
from
Twitter
47

48. SEO
Social
Media
Blog
Flickr: WanderingtheWorld
48

49. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

50. Assess Search Engine Optimization
http://websitegrader.com/

51. Measure Blog Subscriptions
• A measure of you blog’s total reach
• A “sticky” number

52. Track the Whole Funnel
Website Visitors
Leads
Customers
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53. How to Track Your Funnel
Track visitors.
53

54. How to Track Your Funnel
Track leads.
54

55. How to Track Your Funnel
Track customers.
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56. Track the Whole Funnel for Each Channel
Social Media
SEO Visitors Blog Visitors PPC Visitors Visitors
Leads
SEO Customers Blog Customers PPC Customers Social Media
Customers
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57. Why Tracking Via Channels Is Critical
Net
Visitors Leads Conversion Customers
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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58. Final Thoughts …
58

59. It’s an Ecosystem
SEO
Social
Media
Blog
Flickr: WanderingtheWorld
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60. Build Leverage
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61. Who Knows How to Put All the Pieces Together?
d.j.k. on flickr
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62. HubSpot Puts the Pieces Together
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63. Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes