This document provides an overview of inbound marketing strategies for religious organizations. It discusses generating relevant content through blogging, videos, and other media; optimizing websites and content for search engines; engaging with audiences on social media; and ensuring websites and communications are optimized for mobile users. The document offers tips in each of these areas, such as publishing frequently, focusing on great content over technical tweaks, and testing mobile-friendliness. Resources for free tools are also provided.

1. INBOUND
MARKETING 101
(For Rabbis)
Jordyne Wu
@jordyne
jwu@hubspot.com

2. Inbound
marketing is a
fundamental shift
in how we relate
to potential
customers congregants

3. RETHINK
MARKETING
& ENGAGEMENT

4. STOP PUSHING messages in the
hopes that one will get through.
SKIP ADS
UNSUBSCRIBE
RECYCLE/TRA
SH
SAY
‘DO NOT CALL’

5. START ATTRACTING visitors
through relevant, useful, easy-to-
find content when they need it.
Nurture them into congregants &

6. Inbound Marketing
Social Media Search Engine
Marketing Marketing
Education Content
Marketing
Participation
$
Conversion Marketing
Donation
Visitor or Congregant
Lead Nurturing
Congregant
$
Sales Support
6

7. 1 Content
Lessons from
2 Search 3,706,342
companies
3 Social
4 Mobile

8. How We Doin’?
Free tools or trials: HubSpot

9. Temple Emanu-El Dallas Gets
Graded
Free tools: www.MarketingGrader.com

10. 1 CONTEN
T

11. Publish, Publish, Publish
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
Free tools: WordPress, Blogger but make sure your URL is http://blog.tedallas.org or http://www.tedallas.org/blog

12. 55% more website visitors
for companies that blog.

13. Tips for Content
Talk about
the industry
Use
lots of
NOT DIFFERENT
YOURSELF MEDIA

14. 2 SEARC
H

15. Context + Authority

16. Prostho-
dontist
Cosmetic
Dentist

17. People are searching for …
Free tools or trials: HubSpot, SEOMoz

18. On-Page SEO Essentials
1 Page Title
Headings
2 & Content
3 Descriptio
n

19. Authority is
determined
by links

21. FACT
Blogs
attract
97%
more
links.
#OptimizeWS

22. Where is Search Going?
Where is
search
going?

23. Link Social
Context + Authority + Proof

24. FACT The
is
replacing
the link.
#OptimizeWS

25. Tips for Search
1 Use keywords your
audience uses
2 Focus on great content
more than technical tweaks
3
3 Train all content creators
on SEO basics
4 Help Me Help You

26. 3 SOCIAL

27. % of Companies Acquiring
Customers via Social
Channels
57% 48% 57% 42%

29. Content Makes You Interesting

30. Image credit: netzkobold

31. MORE!
Good content gets shared

32. Seek Out Conversations
Free tools: http://search.twitter.com

33. Tips for Social
1 Build reach using all
your assets
2 Content is what makes you
interesting in social media
3
3 Make it easy for users to
share your content
4 Push the limits to get
remarkable content

34. If I Were a Rabbi …
www.RabbiHelp.com
www.RabbinicalMusings.com
www.TalmudicOrNot.com
www.GetRabbiHelp.com
www.HelpMeStayKosher.com
www.RabbiHotline.com
www.BeyondHillel.com
www.RabbinicalTV.com
www.TheRealRabbisOfNorthShore.com
www.WhatWouldAbrahamDo.com

35. 4 MOBILE

36. 86% of C-level
execs have a
smartphone
The majority
say it is their
primary
communication
tool

37. Is your website mobile
optimized?

38. Is your email mobile optimized?

39. Is your email mobile optimized?

40. Tips for Mobile
1 Avoid images, tables,
columns
2 Formatted text is your friend
3
3 Use text (not images) for
links
Test yours at
4 Marketing.Grader.com
and Email.Grader.com

41. Summary
Social
Content
Mobile
Search

42. Let’s Review Temple Emanu-El
Dallas
Free tools: www.MarketingGrader.com

43. Free Resources
TechCrunch
Mashable
Facebook Blog
Twitter Blog
YouTube Blog
Compete Blog
http://www.hubspot.com/marketing-resources/

44. Grade Yourself for Free

47. Your Competition

48. THANK
YOU
Jordyne Wu
Twitter.com/jordyne
Facebook.com/jordynewu
Linkedin.com/in/jordyne
jwu@HubSpot.com
www.HubSpot.com