preview of anpi marketing workshop on inbound marketing

Inbound Marketing 101

Mike VolpeVP Marketing

HubSpot Twitter: @mvolpe

March 2009 | ANPI Annual Meeting Preview

Agenda

• Inbound vs. Outbound Marketing

• Four Inbound Marketing Tips

Outbound Marketing

800-555-1234AnnoyingSalesperson

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Inbound Marketing

Blog SEO Social Media

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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

Rethinking MarketingOutbound 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

Agenda

• Inbound vs. Outbound Marketing

• Four Inbound Marketing Tips

Tip #1 – Publish, Don’t Advertise

“Think like a publisher”

-- David Meerman Scott

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Where do you get your news?

What to Publish?

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

Where to Publish?

http://groups.google.com/

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

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Tip #2 – SEO

7,900,000,000(3,000+ per second)

25% of SEO = On Page

• Page Title

• URL

• H1,H2,H3 tags

• Page Text• Bold

25% of SEO = On Page• Description

• Keywords

• Alt text on images

75% of SEO = Off Page

• Recommendations from friends1. “I know Mike Volpe”2. “Mike Volpe is a marketing expert”3. You trust the person saying this

• Links are online recommendations

1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website

http://www.hubspot.com/

http://www.hubspot.com/

Tip #3 – Social Media

Flickr: chelmsfordpubliclibrary

“I’m too old to understandthis Social Media stuff.”

• Similar to a business cocktail reception

• Without constraints of time or space

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

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Build Network - Keyword Search

Build Network - Engage Famous People

2,700 followers

1,200 followers

Promote Your Content

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Tip #4 – Measurement

Flickr: noblelgnnoble

Internet Marketing Scorecard

Blog Subscribers & Visitors

SEO Ranks

Traffic, Leads and Customers

Visitors Leads Customers

SEO 5,289 754 12

Blogging 834 72 3

Social Media 511 28 1

Visitors from Blogging

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

Thank You!

Mike Volpe

VP Marketing

HubSpot

I hope to see you!Register:

www.ANPIsolutions.com

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