inbound marketing webinar for downtown womens club
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Inbound Marketing
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Downtown Women’s Club – March 2010
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
“Best Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
“Worst Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Gives Leverage
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
Questions to ask yourself...
Am I regularly creating new share-
worthy content?
Am I promoting my content
in social media conversations?
Am I optimizing my content for search and
social media?
Am I converting asmany visitors into
leads and sales as I can?
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
Inbound Marketing
Success Drives Investment in Inbound
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing
Create
Promote
Optimize
Convert
Inbound Marketing
Create
Promote
Optimize
Convert
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Publish Everywhere
Re-Publish What You Have
• SolidWorks: 100+ Videos on Website• Published on YouTube, No Promotion• 10,000+ Views / Month
1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog posts
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
Blogging More Often Drives Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing
Create
Promote
Optimize
Convert
It’s NOT About You… Ever
HubSpot.com/cartoons
Target Content to Your Personas
Kadient photo by: David Meerman Scott
Create an Engaging Presence
• Events• Videos• Discussions• Photos• Blog Articles
Content Makes You Interesting
Blogging Brings Social Media Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Make Sharing Easy
Social Media is for Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Inbound Marketing
Create
Promote
Optimize
Convert
SEO Tips from Website Grader
Lessons from 2,084,563 websites
Google is Judge, Jury and Executioner
HubSpot.com/cartoons
SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
Attractive to Whom? (Context)
www.seo-browser.com
Authority is Determined by Links
More Content, Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com
Inbound Marketing
Create
Promote
Optimize
Convert
Calls to Action on All Content
Landing Pages
Track Your Conversion Rate
By the time there is a case study in your
specific industry, it's going to be way too late for you to catch
up.-- Seth Godin
Source: http://sethgodin.typepad.com/seths_blog/2009/11/learning-by-analogy.html
Inbound Marketing Case Studies
Case Study: Reynolds Golf Academy
Results for Reynolds Golf
Monthly Traffic and Leads
Blog Subscribers
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
Case Study: Palomar Technologies
Results for Palomar Technologies
Monthly Traffic
Google Referrers
Results for Palomar Technologies
• Increased lead flow over 100%
• Increased organic search traffic more than 50%
Case Study: Movative
Results for Modative
Google Referrers
Blog Subscribers
Results for Modative
• Increased organic search traffic more than 150%
• Increased lead flow and inquiries
Inbound Marketing Summary
Optimize
Promote
Create
Convert
Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website: www.WebsiteGrader.com
• Additional Free Resources: www.HubSpot.com/marketing-hubs
Q & A
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
HubSpot Free Trial: www.HubSpot.com/free-trial
How to Put All the Pieces Together?
d.j.k. on flickr
HubSpot Puts the Pieces Together
What’s HubSpot?
• All-in-one Marketing Software• Over 2,200 customers in 3 years• 120+ employees, lots of MIT grads
Blog & Social Media
• Business Blog Software
• Blog Analytics• Social Media
Monitoring• Social Media
Publishing
Search Optimization
• Keyword Grader• Link Grader• Page Grader
Lead Generation
• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling
Competitor Tracking
Marketing Analytics
• Assess the effectiveness of your marketing on a campaign-by-campaign level
• Optimize resource allocation to maximize sales
Proven ROI by 2,100+ Customers
Cilk Arts Increases Leads 500%
Makana Solutions 3x Leads, 2x Conversions
Vocio Pays for HubSpot 30x Over with New Leads
Objective Management Group Grows Leads 360%
Bridge Group Doubles Online Leads
www.HubSpot.com/ROI
Appendix
Case Study: BlendTec - Will It Blend?
Videos + Social Media• 200,000 YouTube
subscribers• 500+ Facebook groups• 5 Digg front page
stories• 48,000 inbound links• 5x Sales Increase
Case Study: Website Grader
• Free interactive tool• 2.0 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
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
Case Study: B2B Music Video
http://www.youtube.com/watch?v=4-lGe5MnBlY
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
Case Study: HubSpot Blog
• Top 3 source of leads• ~10% visit company website• ~10-20% lead conversion rate
Blog Article Performance Metrics
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
Analysis and Measurement
Flickr: akisra
Traffic
Leads
Sales
…By Channel or Source
Visitors Leads Sales
SEO
SocialMedia
Social Media for Business
Case Study: Cilk Arts, Inc.
• Multicore programming software tools• Open source business model
• Big bet on Inbound Marketing• No sales people• Hired 1 marketer 8 months before
product shipped
• Blog as primary marketing vehicle• Entire team contributed (~1 post / week)
Results for Cilk Arts
• Reached over 100,000 developers• Traffic and awareness matched or exceeded competitors• Adoption at >250 universities worldwide• >3,000 leads
Update: Cilk Arts acquired by Intel in July 2009
Don’t know ahead of time which topics will strike a chord
Get the whole team engagedDon’t obsess over
# of comments
Links drove our search engine rank
Recommendations from Cilk Arts
• Get your whole organization engaged in contributing content
• Be real, be genuine, personality is good
• Build an editorial calendar with a broad set of interesting, valuable content
• Leverage content in many other ways
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