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Inbound Marketing OPASTCO Symposium – November 2009

Inbound Marketing OPASTCO Symposium – November 2009. Mike Volpe VP Marketing @HubSpot Twitter: @ mvolpe. Marketing is Changing. 1950 - 2000. 2000 - 2050. Outbound Marketing. Outbound Marketing is Harder. 800-555-1234 Annoying Salesperson. More Bad News…. The Good News….

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Inbound Marketing OPASTCO Symposium – November 2009

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  1. Inbound Marketing OPASTCO Symposium – November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

  2. Marketing is Changing 1950 - 2000 2000 - 2050

  3. Outbound Marketing

  4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

  5. More Bad News…

  6. The Good News…

  7. The Great News… www.HubSpot.com/ROI

  8. Inbound Marketing

  9. Inbound Gives Leverage

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

  11. Questions to ask yourself...

  12. How am I expanding my online footprint?

  13. Am I publishing share-worthy content?

  14. How can I start and join relevant conversations?

  15. Stop thinking like a marketer or advertiser.

  16. Start thinking like a publisher and socializer.

  17. Inbound Marketing

  18. Inbound Marketing • Publish • Promote • Optimize • Convert

  19. Target Content to Your Personas Kadient photo by: David Meerman Scott

  20. Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

  21. How Many Tickets Do You Have?

  22. More Content = More Links

  23. Publish Everywhere

  24. Re-Publish What You Have SolidWorks: 100+ Videos on Website Published on YouTube, No Promotion 10,000+ Views / Month

  25. Link-Worthy & Share-Worthy 1,000’s of Tweets about report - Twitter drove 30% of traffic

  26. What Gets Shared? Rarely Shared Frequently Shared • Product info • Free trials • Software documentation • New market data • Educational content • Top-notch blog posts

  27. Make Sharing Easy

  28. Content Makes You Interesting

  29. Calls to Action – Blog Posts

  30. Landing Pages

  31. Track Your Conversion Rate

  32. Inbound Marketing Case Studies Flickr: Gaetoan Lee

  33. Case Study: Reynolds Golf Academy

  34. Results for Reynolds Golf Monthly Traffic and Leads Blog Subscribers

  35. Results for Reynolds Golf • Increased traffic and lead volume by over 50x • Accumulated over 300 blog subscribers • Attracted 4,191 inbound links from over 230 domains • The website's traffic rank has improved from 5.9 million to between 1 million and 2 million

  36. Case Study: Palomar Technologies

  37. Results for Palomar Technologies Monthly Traffic Google Referrers

  38. Results for Palomar Technologies • Increased lead flow over 100% • Increased organic search traffic more than 50%

  39. Case Study: Movative

  40. Results for Modative Google Referrers Blog Subscribers

  41. Results for Modative • Increased organic search traffic more than 150% • Increased lead flow and inquiries

  42. Case Study: Website Grader • Free interactive tool • 1.5 million URLs • 40,000 inbound links • 5,000 websites w/ badge & link • 4,500 Del.icio.us bookmarks • Great PR coverage (TechCrunch, RWW) • 50,000+ visitors from StumbleUpon • 100,000+ opt-in emails & leads

  43. Case Study: HubSpot TV • Weekly video podcast • 80-100 live viewers • 1-2K views / episode • Top 5 marketing podcast in iTunes • 70,000 views in first year • Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan

  44. Case Study: B2B Music Video • Video • 40,000 views first week • 10,000 views first day • Social Media • #1 source = StumbleUpon • #2 source = Twitter • #3 source = Facebook • SEO • Page 1 for “inbound marketing” • 50+ inbound links to blog article

  45. Case Study: HubSpot Blog • Top 3 source of leads • ~10% visit company website • ~10-20% lead conversion rate

  46. Blogging is Key for SEO and Social • 25-30% of visitors from SEO • Google is 90% of our SEO traffic • 20-25% of visitors from social media • Stumbleupon • Twitter • Facebook • Reddit • Delicious • Digg • LinkedIn • Friendfeed

  47. Analysis and Measurement Flickr: akisra

  48. Traffic

  49. Leads

  50. Sales

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