inbound marketing 101
TRANSCRIPT
Inbound Marketing 101
How to use Google, blogs and social media to get found online.
Rick Burnes
Twitter: @rickburnes
September 26, 2009
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
What’s HubSpot?
• Founded in July 2006 from research at MIT
• Cambridge, MA
• 1600+ customers, 95+ employees
3
What Is Inbound Marketing?
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Website Visitors
9
Leads
• SEO
• Analytics
Convert
• Test
• Target
• Nurture
Customers
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
Pick Your Keyword Battles
15Flick Photos: ExtraMedium & Simonstarr
Fight for “Ninja” … or “Ninja Halloween Costume”
Optimize (Off-Page)
• Recommendations from friends1. “I know Rick Burnes”
2. “Rick Burnes is a top notch marketer”
3. You trust the person saying this
• Links are online recommendations1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
Blog = Better SEO, More Traffic
Website
Grade
Indexed
Pages
Monthly Unique
Visitors
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com
What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PRMarketing & PR
www.webinknow.com
A Word of Caution
• Business content DOES NOT mean
content about the products and
services you sell
• Create content that’s useful and
interesting to your target personas
What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations• Presentations
• eBooks
• News Releases
Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Shoot videos at events
• Interview customers for your • Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
Social Media Is Now a Staple
37
• Unmeasured
• Small scale
• No business impact
• But lots of fun
• Highly measurable
• Massive scale
• Major driver of leads, sales
• Still fun
Flickr: anitacanita Flickr: sierravalleygirl
PR, Social-Media Style
Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
408 555-1234?
I spoke about our use of social media for biz on 2 panels -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
I will call you right now
Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
40
>15% Social Media; 22.9% Google
What Are They Saying About You?
Places to listen• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs• Existing blogs
• Industry Twitterers
• Twitter.grader.com
42
Participate in Q&A
Discussions
• Yahoo! Answers
• LinkedIn Q&A • LinkedIn Q&A
and Discussions
What Gets Shared?
Rarely
Shared
Frequently
Shared
47
• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
What Should You Measure?
Visitors
Content Social MediaSEO
Measure
Measure
Measure
Leads
Customers
Measure
Measure
Measure
Measure
Track Conversions
Traffic to HubSpot.com
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Techcrunch 504 75 15% 6 1.2%
ZDnet 511 28 5% 1 0.2%
Selected Channels
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Email: [email protected]