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Inbound Marketing 101

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Inbound Marketing 101

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  1. SMEI |Social Media Roadshow | Feb 2009 Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter: @mvolpe

  2. Agenda • Inbound vs. Outbound Marketing • Four Inbound Marketing Tips

  3. Outbound Marketing 800-555-1234 Annoying Salesperson

  4. Inbound Marketing

  5. Rethinking Marketing Outbound Marketing • Telemarketing • Trade shows • Direct mail • Email blasts • Print ads • TV/radio ads Inbound Marketing • SEO / SEM • Blogging • Social Media • RSS • Free tools / trials • PR / Buzz Interruption Permission

  6. Agenda • Inbound vs. Outbound Marketing • Four Inbound Marketing Tips

  7. Tip #1 – Publish, Don’t Advertise “Think like a publisher” -- David Meerman Scott

  8. Where do you get your news?

  9. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

  10. Where to Publish?

  11. Biggest Blogging Mistake Don’t Use a “free” URL from Blogspot, Typepad, or Wordpress • HubSpot.blogspot.com – NO! • HubSpot.typepad.com – NO! • Blog.HubSpot.com – Yes • HubSpot.com/Blog – Yes • SmallBusinessHub.com – Yes

  12. Tip #2 – SEO 7,900,000,000 (3,000+ per second)

  13. 25% of SEO = On Page • Page Title • URL • H1,H2,H3 tags • Page Text • Bold

  14. 25% of SEO = On Page • Description • Keywords • Alt text on images

  15. 75% of SEO = Off Page • Recommendations from friends • “I know Mike Volpe” • “Mike Volpe is a marketing expert” • You trust the person saying this • Links are online recommendations • A link: www.HubSpot.com • Anchor text: Internet Marketing • Link is from a trusted website

  16. SEO Benefits of Blogging/Publishing What would you link to? 3.9 million 1.5 million

  17. Tip #3 – Social Media Flickr: chelmsfordpubliclibrary

  18. “I’m too old to understandthis Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space

  19. Social Media = Cocktail Party • Become a real member of the community • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily

  20. Build Network - Keyword Search

  21. Build Network - Engage Famous People 2,700 followers 1,200 followers

  22. Promote Your Content

  23. Promote Flattering Content

  24. Using Twitter for PR Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now Elapsed Time: 50 Minutes

  25. Tip #4 – Measurement / Case Studies Flickr: noblelgnnoble

  26. Internet Marketing Scorecard

  27. Blog Subscribers & Visitors

  28. SEO Ranks

  29. Facebook Fans & Activity

  30. Traffic, Leads and Customers Visitors from Blogging

  31. Case Study: Publish What You Have • SolidWorks: 100+ Videos on Website • Published on YouTube, No Promotion • 10,000+ Views / Month

  32. Case Study: HubSpot Blog • 2.5 years and ~400 articles • Google is #1 traffic source • Over 100% growth in past 12 months • Traffic on ~400 different words… Yesterday! • First page ranking for ~400 keywords

  33. Case Study: Twitter Grader • Promoted only on Twitter for free • Over 1,000,000 profiles graded to date • 50% of visitors from Twitter

  34. Case Study: Will It Blend? • Blog / Content • 74 videos • 2m YouTube channel views • SEO • Page 1 for “blend” • 55,000 inbound links • Social Media • 83,000 channel subscribers • Over 500 Facebook groups • 5 Digg front page stories

  35. Case Study: Oughta Know Inbound Mktg • 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

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

  37. Mike Volpe VP Marketing HubSpot Thank You! Liked this presentation? Send me a testimonial: mvolpe@HubSpot.com or LinkedIn or Facebook

  38. Additional Free Info • SEO Webinar • http://www.hubspot.com/archive/seo-101-webinar/ • Blogging Webinar • http://www.hubspot.com/archive/blog-webinar/ • Social Media Webinar • http://www.hubspot.com/archive/social-media-webinar/