customer 2.0 - inbound marketing with insideview and customer think

Inbound Marketing:Helping Customers to Find You

Mike Volpe

VP Marketing, HubSpot

Twitter: @mvolpe

Marketing is Changing

1950 - 2000 2000 - 2050

@mvolpe

Outbound Marketing@mvolpe

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

@mvolpe

What’s Next in Marketing?

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web MarketingBook on Amazon

InboundBook.com

@mvolpe

“If you have more money than brains, use

outbound marketing.If you have more brains

than money, use inbound marketing”

-- Guy Kawasaki

@mvolpe

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

@mvolpe

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

@mvolpe

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

@mvolpe

46% of companies who blog have gotten

revenuebecause of their blog.

Source: survey of hundreds of businesses: HubSpot.com/ROI

@mvolpe

Inbound Marketing Workshop

Create

Optimize

Promote

Convert

@mvolpe

SEO Tips from Website Grader

Lessons from 2,115,631 websites

@mvolpe

SEO = Context and Authority

Ranking Algorithm:f(n): Context + Authority

@mvolpe

On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

@mvolpe

Authority is Determined by Links@mvolpe

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

@mvolpe

Where is Search Going?@mvolpe

Where is Search Going?

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

It’s NOT About You… Ever

HubSpot.com/cartoons

@mvolpe

Blogging Drives Social Success

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

@mvolpe

Content Makes You Interesting@mvolpe

Social Media = Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

@mvolpe

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

Never let website visitors guess what to

do next.

@mvolpe

No Call to Action@mvolpe

Good Homepage Call to Action@mvolpe

Offer – WIIFM?@mvolpe

Offer – WIIFM?@mvolpe

Inbound Marketing Summary

Optimize

Promote

Create

Convert

@mvolpe

Suggested Next Steps

• Read the “Inbound Marketing” Book

• Grade your website: www.WebsiteGrader.com

• Additional Free Resources: www.HubSpot.com/marketing-hubs

@mvolpe