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Inbound Marketing - SMEI Social Media Roadshow Feb 2009

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Social Media Roadshow presentation on Inbound Marketing from Boston - Feb 2009.

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Inbound Marketing - SMEI Social Media Roadshow Feb 2009

  1. 1. Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter: @mvolpe SMEI |Social Media Roadshow | Feb 2009
  2. 2. Agenda <ul><li>Inbound vs. Outbound Marketing </li></ul><ul><li>Four Inbound Marketing Tips </li></ul>
  3. 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  4. 4. Inbound Marketing Blog SEO Social Media
  5. 5. Rethinking Marketing <ul><li>Outbound Marketing </li></ul><ul><li>Telemarketing </li></ul><ul><li>Trade shows </li></ul><ul><li>Direct mail </li></ul><ul><li>Email blasts </li></ul><ul><li>Print ads </li></ul><ul><li>TV/radio ads </li></ul><ul><li>Inbound Marketing </li></ul><ul><li>SEO / SEM </li></ul><ul><li>Blogging </li></ul><ul><li>Social Media </li></ul><ul><li>RSS </li></ul><ul><li>Free tools / trials </li></ul><ul><li>PR / Buzz </li></ul>Interruption Permission
  6. 6. Agenda <ul><li>Inbound vs. Outbound Marketing </li></ul><ul><li>Four Inbound Marketing Tips </li></ul>
  7. 7. Tip #1 – Publish, Don’t Advertise <ul><li>“ Think like a publisher” </li></ul><ul><li>-- David Meerman Scott </li></ul>
  8. 8. Where do you get your news?
  9. 9. What to Publish? <ul><li>Blog </li></ul><ul><li>Podcast </li></ul><ul><li>Videos </li></ul><ul><li>Photos </li></ul><ul><li>Presentations </li></ul><ul><li>eBooks </li></ul><ul><li>News Releases </li></ul>
  10. 10. Where to Publish?
  11. 11. Biggest Blogging Mistake <ul><li>Don’t Use a “free” URL from Blogspot, </li></ul><ul><li>Typepad, or Wordpress </li></ul><ul><li>HubSpot.blogspot.com – NO! </li></ul><ul><li>HubSpot.typepad.com – NO! </li></ul><ul><li>Blog.HubSpot.com – Yes </li></ul><ul><li>HubSpot.com/Blog – Yes </li></ul><ul><li>SmallBusinessHub.com – Yes </li></ul>
  12. 12. Tip #2 – SEO 7,900,000,000 (3,000+ per second)
  13. 13. 25% of SEO = On Page <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>Page Text </li></ul><ul><ul><li>Bold </li></ul></ul>
  14. 14. 25% of SEO = On Page <ul><li>Description </li></ul><ul><li>Keywords </li></ul><ul><li>Alt text on images </li></ul>
  15. 15. 75% of SEO = Off Page <ul><li>Recommendations from friends </li></ul><ul><ul><li>“ I know Mike Volpe” </li></ul></ul><ul><ul><li>“ Mike Volpe is a marketing expert” </li></ul></ul><ul><ul><li>You trust the person saying this </li></ul></ul><ul><li>Links are online recommendations </li></ul><ul><ul><li>A link: www.HubSpot.com </li></ul></ul><ul><ul><li>Anchor text: Internet Marketing </li></ul></ul><ul><ul><li>Link is from a trusted website </li></ul></ul>
  16. 16. SEO Benefits of Blogging/Publishing <ul><li>What would you link to? </li></ul>1.5 million 3.9 million
  17. 17. Tip #3 – Social Media
  18. 18. “ I’m too old to understand this Social Media stuff.” <ul><li>Similar to a business cocktail reception </li></ul><ul><li>Without constraints of time or space </li></ul>
  19. 19. Social Media = Cocktail Party <ul><li>Become a real member of the community </li></ul><ul><li>Add value to the community </li></ul><ul><ul><li>Ask and answer questions </li></ul></ul><ul><li>More effective than live cocktail parties </li></ul><ul><ul><li>No boundaries of time or space </li></ul></ul><ul><ul><li>Other people can listen in easily </li></ul></ul>
  20. 20. Build Network - Keyword Search
  21. 21. Build Network - Engage Famous People 2,700 followers 1,200 followers
  22. 22. Promote Your Content
  23. 23. Promote Flattering Content
  24. 24. Using Twitter for PR Elapsed Time: 50 Minutes I will call you right now Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet 408 555-1234? I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
  25. 25. Tip #4 – Measurement / Case Studies
  26. 26. Internet Marketing Scorecard
  27. 27. Blog Subscribers & Visitors
  28. 28. SEO Ranks
  29. 29. Facebook Fans & Activity
  30. 30. Traffic, Leads and Customers Visitors from Blogging Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1
  31. 31. Case Study: Publish What You Have <ul><li>SolidWorks: 100+ Videos on Website </li></ul><ul><li>Published on YouTube, No Promotion </li></ul><ul><li>10,000+ Views / Month </li></ul>
  32. 32. Case Study: HubSpot Blog <ul><li>2.5 years and ~400 articles </li></ul><ul><li>Google is #1 traffic source </li></ul><ul><ul><li>Over 100% growth in past 12 months </li></ul></ul><ul><li>Traffic on ~400 different words… Yesterday! </li></ul><ul><li>First page ranking for ~400 keywords </li></ul>
  33. 33. Case Study: Twitter Grader <ul><li>Promoted only on Twitter for free </li></ul><ul><li>Over 1,000,000 profiles graded to date </li></ul><ul><li>50% of visitors from Twitter </li></ul>
  34. 34. Case Study: Will It Blend? <ul><li>Blog / Content </li></ul><ul><ul><li>74 videos </li></ul></ul><ul><ul><li>2m YouTube channel views </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Page 1 for “blend” </li></ul></ul><ul><ul><li>55,000 inbound links </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>83,000 channel subscribers </li></ul></ul><ul><ul><li>Over 500 Facebook groups </li></ul></ul><ul><ul><li>5 Digg front page stories </li></ul></ul>
  35. 35. Case Study: Oughta Know Inbound Mktg <ul><li>Video </li></ul><ul><ul><li>40,000 views first week </li></ul></ul><ul><ul><li>10,000 views first day </li></ul></ul><ul><li>Social Media </li></ul><ul><ul><li>#1 source = StumbleUpon </li></ul></ul><ul><ul><li>#2 source = Twitter </li></ul></ul><ul><ul><li>#3 source = Facebook </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Page 1 for “inbound marketing” </li></ul></ul><ul><ul><li>50+ inbound links to blog article </li></ul></ul>
  36. 36. Budget vs. Brains
  37. 37. Thank You! Mike Volpe VP Marketing HubSpot Liked this presentation? Send me a testimonial: [email_address] or LinkedIn or Facebook
  38. 38. Additional Free Info <ul><li>SEO Webinar </li></ul><ul><ul><li>http://www.hubspot.com/archive/seo-101-webinar/ </li></ul></ul><ul><li>Blogging Webinar </li></ul><ul><ul><li>http://www.hubspot.com/archive/blog-webinar/ </li></ul></ul><ul><li>Social Media Webinar </li></ul><ul><ul><li>http://www.hubspot.com/archive/social-media-webinar/ </li></ul></ul>

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