How to Promote an Event with Social Media and Inbound Marketing.
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How to Promote an Event with Inbound Marketing
1. Download these slides:
SlideShare.net/HubSpot
How to Promote an Event with
Inbound Marketing
Ellie Mirman
Inbound Marketing Manager
HubSpot
Twitter: @ellieeille
8. Inbound Marketing Process
Process Tools
• Publish • Content Mgmt
• Optimize Get Found • Blogging
• Promote • Social Media
• SEO
• Target • Offers / CTAs
• Capture Convert • Landing Pages
• Nurture • Emails
• Lead Intel
• Test • Analytics
• Analyze
ay e Measure
• Repeat
9. 7 Steps to
Promoting an
P ti
Event with
Inbound Marketing
Flickr: flattop341
p
10. 1. Create a Hub for the Event
Central location
for event
information
Optimize for
search
11. Organic Search is Better
Free
Pay Per Click – 25% of Clicks
More traffic
Smarter people Organic Results
75% of Clicks
Longer lasting
Source: Marketing Sherpa and Enquiro Research
12. Pick Your Keyword Battles
1. Search volume
2.
2 Relevance to your business
3. Competition
• “event”
• “community development event”
• “community development event
Bastrop TX”
TX
Flickr: saeba
14. On-Page SEO
Page Title
URL
H1, H2, H3 tags
Page Text
• Bold
Meta Tags & Description
15. Off-Page SEO
Recommendations from friends
1. know H bS t”
1 “I k HubSpot”
2. “HubSpot is a marketing expert”
3. You t t th
3 Y trust the person saying this
i thi
Links are online recommendations
1. Link: www.HubSpot.com
p
2. Link with anchor text: Internet Marketing
3. Link from a trusted website
16. Microsites a Macro Mistake?
Separate Brand vs. SEO Starting Line
Flickr: zhurnaly
17. 2. Leverage Your Network
• Email Newsletter
• Facebook Page Update
• Facebook Group Message
• LinkedIn Group Message/Discussion
• Post on Blog / Website
20. 3. Leverage Speakers & Sponsors
Make it easy – email copy & landing
pages
Dear sponsor,
Feel free to copy and paste the below copy for an email campaign or blog post.
36. Encourage Others to Create Content
Invite content creators
(media bloggers)
( di = bl )
• Find bloggers:
• Technorati
• Google Blog Search
g g
• Approach bloggers
• Read comment, develop a relationship
Read, comment
37. Encourage Others to Create Content
Provide a place!
• Designated “Media
Room” for bloggers,
media, interviews
• Wireless Internet for
real-time publishing
46. What to Measure
Registrants / Attendees
Reach
Content
Keyword Rank
Inbound Links
Reviews
47. What to Measure
Registrants / Attendees
• By Source – use tracking tokens!
www.mywebsite.com/?source=email_partner1
48. What to Measure
Registrants / Attendees
• By Source – use tracking tokens!
discount code PartnerCode1
14
12
10
8 Traffic
6 Subscribers
4 Registrants
2
0
Partner 1 Partner 2 Speaker 1 Speaker 2
49. What to Measure
Registrants / Attendees
Blog Email Twitter
Reach 60
• Blog Subscribers
og Subsc be s 50
• Email Subscribers 40
30
• Twitter Followers
20
• Facebook Fans 10
• etc. 0
Q1 Q2 Q3 Q4