INBOUND MARKETING WORKSHOPS [INBOUND 2014]
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The Secrets of Inbound Marketing
- The Secrets of Inbound Marketing<br />Rick Burnes<br />Twitter: @rickburnes<br />October 23, 2010<br />How to use SEO, blogs and social media to get found online.<br />
- Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
- Traditional Marketing (Outbound)<br />
- Marketing Today (Inbound)<br />
- Declining Traffic for Trade Publications<br />
- But We’re Now a Trade Publication<br />
- Best Young Companies? Inbound.<br />1950 - 2000<br />2000 - 2050<br />8<br />
- Marketing With Budget? Or Brain?<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
- www.HubSpot.com/ROI<br />More:<br />
- Why Inbound Is Cheaper<br />
- What Is Inbound Marketing?<br />Website Visitors<br />Process<br />Tools<br />Get Found<br /><ul><li>Content Mgmt
- Blogging
- Social Media
- SEO
- Analytics</li></ul>Get Found<br /><ul><li>Publish
- Promote
- Optimize</li></ul>Leads<br />Convert<br /><ul><li>Test
- Target
- Nurture</li></ul>Convert<br /><ul><li>Offers / CTAs
- Landing Pages
- Lead Intelligence
- Lead Mgmt
- Analytics</li></ul>Customers<br />
- SEO<br />Social Media<br />Blog<br />
- SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
- Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
- How Do You Get to the Top?<br />
- Pick Your Keyword Battles<br />Flick Photos: ExtraMedium & Simonstarr <br />Fight for “Ninja” …<br />or “Ninja Halloween Costume”<br />
- Two Sides of Optimization<br />On-Page<br />Off-Page<br />
- How Do You Get Links?<br />Have something worth linking to.<br />
- Blogging Means More Inbound Links<br />
- How Google Weighs Optimization<br />On Page<br />(25%) <br />Off Page<br />(75%)<br />Off-page optimization is critical.<br />
- SEO<br />Blog<br />Flickr: Storm Crypt<br />
- Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
- The Difference?<br />Data from website.grader.com and compete.com<br />
- What Should You Write About?<br />(Holly Allison, VP, Marketing, Vico Software)<br />(Larry Berezin, COO, NYC Parking Ticket, LLC)<br />
- Content Attracts the Right People<br />Neil Diamond <br />Flick Photo: Marciela<br />
- Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />What Content Channels Are Best?<br />
- Create Content That Fits Your Industry<br />
- HubSpot.com/cartoons<br />
- Get Into the Content Mindset<br /><ul><li>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</li></ul>Flick Photo: Cindiann<br />
- Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
- Social Media Is Now a Staple<br />Flickr: anitacanita<br />Flickr: sierravalleygirl<br /><ul><li> Unmeasured
- Small scale
- No business impact
- But lots of fun
- Highly measurable
- Massive scale
- Major driver of leads, sales
- Still fun</li></li></ul><li>PR, Social-Media Style<br />Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet<br />I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9<br />408 555-1234?<br />I will call you right now<br />
- PR, Social-Media Style<br />Elapsed Time:<br />50 Minutes<br />
- Social Media Drives Leads<br />HubSpot Social Media Leads<br />Twitter is largest category, at >40% of HubSpot’s total social media leads.<br />
- How to Get Started<br />Listen <br />Share Your Content<br />Listen More <br />Build Relationships<br />
- Places to listen<br /><ul><li>Search.Twitter.com
- google.com/blogsearch
- Technorati.com
- Existing blogs
- Industry Twitterers
- Twitter.grader.com</li></ul>Start Listening<br />
- Start Engaging<br /><ul><li> Facebook Discussions
- LinkedIn Answers
- What’s relevant in your industry?</li></li></ul><li>Build Your Networks, Distribute Your Content<br />42<br />
- What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
- Free trials
- Software documentation
- New data
- Funny videos
- Top-notch blog posts</li></li></ul><li>Blogging Increases Twitter Reach<br />
- Social Media Is Now Part of Search Results …<br />Results from Twitter<br />
- And Drives SEO<br />
- SEO<br />Social Media<br />Blog<br />Flickr: Storm Crypt<br />
- Agenda<br />About Inbound Marketing<br />SEO<br />Content<br />Social Media<br />How to Measure It<br />
- www.websitegrader.com<br />Assess Search Engine Optimization<br />
- Track Blog Subscriptions<br />
- Track the Whole Funnel<br />Website Visitors<br />Leads<br />Customers<br />
- Track the Funnel by Channel<br />Blog<br />Paid Media<br />SEO<br />Leads<br />Leads<br />Leads<br />Customers<br />Customers<br />Customers<br />
- How to Track Your Funnel<br />Track visitors.<br />
- How to Track Your Funnel<br />How to Track Your Funnel<br />Track leads.<br />
- How to Track Your Funnel<br />How to Track Your Funnel<br />Track customers.<br />
- Why Tracking Channels Is Critical<br />
- Be Wary of Siloed Analysis<br />
- Be Wary of Siloed Analysis<br />
- Final Thoughts …<br />
- Traditional Sales<br />
- Inbound Sales<br />
- SEO<br />Social Media<br />Sales<br />Blog<br />Flickr: Storm Crypt<br />
- Can You Put the Pieces Together?<br />d.j.k. on flickr<br />
- HubSpot Puts the Pieces Together<br />
- Thank You!<br />Sign up for a free trial of HubSpot:<br />www.hubspot.com/free-trial/<br />Connect with me:<br />LinkedIn: www.linkedin.com/in/rickburnes<br />Twitter: www.twitter.com/rickburnes<br />
