inbound marketing keynote at woot con - mike volpe, hubspot

Inbound Marketing

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

w00t! Con – 22 Feb 2010

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://www.apple.com/pr/products/ipod/08classic_front_agreement.html

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


“Worst Things” from 2009


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

http://www.google.com/imgres?imgurl=http://lh6.google.com/shaileshdoke/R7Yvft7NeXI/AAAAAAAAAR8/c-KsB1lUh3c/YouTube%20Logo%5B5%5D&imgrefurl=http://digi-soft.blogspot.com/2008/02/high-resolution-1280x905-youtube-logo.html&h=345&w=487&sz=20&tbnid=dI7uwE0TkZ8J::&tbnh=91&tbnw=129&prev=/images?q=youtube+logo&sa=X&oi=image_result&resnum=2&ct=image&cd=1

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

Success Drives Investment in Inbound


Inbound Marketing

Create

Promote

Optimize

Convert

Publish Everything

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

Publish Everywhere

http://images.google.com/imgres?imgurl=http://images.pcworld.com/reviews/graphics/products/imported/30371_g1.jpg&imgrefurl=http://www.pcworld.com/product/specs/id,30371/revver.html&h=207&w=275&sz=5&hl=en&start=3&sig2=NBF_f60sTyhcRFWPNRjz6Q&um=1&tbnid=P8A35DPe6ADS-M:&tbnh=86&tbnw=114&ei=jrubSNzSHaGceuSN8MUF&prev=/images?q=revver&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

http://groups.google.com/

http://en.wikipedia.org/wiki/Image:Yelplogo.gif

http://images.google.com/imgres?imgurl=http://theleetgeeks.com/large_images/viddler_logo.gif&imgrefurl=http://theleetgeeks.com/video/&h=226&w=580&sz=13&hl=en&start=1&sig2=F-itwPMKU2foqh8wkLrMrQ&um=1&tbnid=BwbAPsNL2WLcEM:&tbnh=52&tbnw=134&ei=WbubSOLvMI2AeaqI_LoF&prev=/images?q=viddler&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://images.google.com/imgres?imgurl=http://blog.awakenedvoice.com/wp-content/uploads/2006/07/home_bliptv.gif&imgrefurl=http://blog.awakenedvoice.com/?akst_action=share-this&p=171&h=156&w=262&sz=8&hl=en&start=2&sig2=FAwwf_gxI9MNXNt8P6eVaQ&um=1&tbnid=1P73IUjVPk1URM:&tbnh=67&tbnw=112&ei=erubSMqfH4ueecOP-bIF&prev=/images?q=blip.tv+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

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


Blogging Attracts More Visitors


46% of companies who blog have gotten

revenuebecause of their blog.


Most Business Blogs Post Weekly


Blogging More Often Drives Results


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

http://www.mixx.com/

http://images.google.com/imgres?imgurl=http://www.successforyourblog.com/wp-content/reddit-logo.png&imgrefurl=http://www.successforyourblog.com/social-news-are-you-submitted-8-sites-to-broaden-your-traffic&h=62&w=150&sz=7&hl=en&start=3&sig2=cpkIObuIaoXd6jSkxUQUyQ&um=1&tbnid=BX9b_Fd82LrQRM:&tbnh=40&tbnw=96&ei=nRd0SPq2OILgedD0udIC&prev=/images?q=reddit+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD









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


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

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


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

http://www.websitegrader.com/

http://www.hubspot.com/marketing-hubs

Q & A

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

HubSpot Free Trial: www.HubSpot.com/free-trial

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

…By Channel or Source

Visitors Leads Sales

SEO

SocialMedia