the inbound marketing advantage
TRANSCRIPT
The Inbound Marketing Advantage
Rick Burnes
Twitter: @rickburnes
August 26, 2010
How to use Google, blogs and social media to get found online.
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
SEO Blogging
Flickr: nopiedra Flickr: Sachaverelle
Social MediaFlickr: davecobb
Traditional Marketing (Outbound)
Marketing Today (Inbound)
Declining Traffic for Trade Publications
But We’re Now a Trade Publication
Best Young Companies? Inbound.
9
1950 - 2000 2000 - 2050
Flickr: Refracted Moments Flickr: Gaetoan Lee
Marketing With Budget? Or Brain?
Why Inbound Is Cheaper
Leads
Get Found• Publish• Promote• Optimize
Process ToolsGet Found• Content Mgmt• Blogging• Social Media• SEO• Analytics
Convert• Test• Target• Nurture
Website Visitors
Customers
Convert
• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
What Is Inbound Marketing?
Social Media
Blog
SEO
Flickr: Storm Crypt
Social Media
Blog
SEO
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
How Do You Get to the Top?
Pick Your Keyword Battles
Flick Photos: ExtraMedium & Simonstarr
Fight for “Ninja” … or “Ninja Halloween Costume”
Two Sides of Optimization
On-Page Off-Page
How Do You Get Links?
Have something worth linking to.
Blogging Means More Inbound Links
How Google Weighs Optimization
Off-page optimization is critical.
On Page(25%)
Off Page(75%)
Flickr: Storm Crypt
Blog
SEO
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
Website Grade
Google 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
The Difference?
What Should You Write About?
(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
Content Attracts the Right People
Neil Diamond
Flick Photo: Marciela
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
What Content Channels Are Best?
Create Content That Fits Your Industry
HubSpot.com/cartoons
• Make emails into blog posts
• Turn forum posts into blog posts
• Shoot videos at events• Interview customers for
your blog• Repurpose company
data for public reports• Share lessons you learn
Get Into the Content Mindset
Flick Photo: Cindiann
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
Social Media Is Now a Staple
• 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
I will call you right now
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
PR, Social-Media Style
Elapsed Time:50 Minutes
Social Media Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
How to Get Started
Listen
Listen More
Build Relationships
Share Your Content
Places to listen• Search.Twitter.com• google.com/blogsearch• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com
Start Listening
Start Engaging
• Facebook Discussions• LinkedIn Answers• What’s relevant in your industry?
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New data• Funny videos• Top-notch blog posts
Blogging Increases Twitter Reach
Social Media Is Now Part of SEO
Results from
Flickr: Storm Crypt
Social Media
Blog
SEO
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Agenda
www.websitegrader.com
Assess Search Engine Optimization
Track Blog Subscriptions
Leads
Website Visitors
Customers
Track the Whole Funnel
Leads
SEO
Customers
Leads
Blog
Customers
Leads
Paid Media
Customers
Track the Funnel by Channel
How to Track Your Funnel
Track visitors.
How to Track Your Funnel
Track leads.
How to Track Your Funnel
How to Track Your Funnel
Track customers.
How to Track Your Funnel
Why Tracking Channels Is Critical
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
Be Wary of Siloed Analysis
Be Wary of Siloed Analysis
Final Thoughts …
Traditional Sales
Inbound Sales
Flickr: Storm Crypt
Social Media
Blog
SEO
Sales
Can You Put the Pieces Together?
d.j.k. on flickr
HubSpot Puts the Pieces Together
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/