what the heck is inbound marketing? hubspot
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What the Heck is Inbound Marketing?
Ellie MirmanInbound Marketer
HubSpot
Rebecca CorlissInbound MarketerHubSpot
Twitter: @ellieeille Twitter: @repcor
Agenda
• Inbound vs. Outbound Marketingg
• Inbound Marketing Basics• Inbound Marketing Basics
• Case Studies
• A Day in the Life of an Inbound Marketer
Outbound Marketing
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Mediag
Rethinking MarketingOutbound Marketing• Telemarketing
Inbound Marketing• SEO / SEM
• Trade shows• Direct mail• Email blasts
• Blogging• Social Media• RSS• Email blasts
• Print ads• TV/radio ads
• RSS• Free tools/trials• Viral marketingg
Interruption Permission
Our Universe
Agenda
• Inbound vs. Outbound Marketingg
• Inbound Marketing Basics• Inbound Marketing Basics
• Case Studies
• A Day in the Life of an Inbound Marketer
Inbound Marketing Basics
Blog /Blog / Content
Social MediaSEO Media
Basic #1 – Publish, Don’t Advertise
“Think like a publisher”Think like a publisher-- David Meerman Scott
What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
Where to Publish?
You Might Not Know
Blog before o ha e a prod ct• Blog before you have a product• Blog before you have a website• Blog before you have anything
• All you need: a rough market and some ideas
• A blog can launch a company
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
• HubSpot.blogspot.com – NO!HubSpot typepad com NO!• HubSpot.typepad.com – NO!
• HubSpot.wordpress.com – NO!
• Blog.HubSpot.com – Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes
Basic #2 – SEO
25% On-Page (Visible) SEO75% Off-Page SEO (Links)
HubSpot Internet Marketing (www.HubSpot.com)
On‐Page SEO25%25%
Off‐Page SEO75%
Basic #3 – Social Media
Flickr: TECHcocktail
Exponential Effects
S i l M diSEO
Social Media• Even More Traffic
Blog • More Traffic• More Links
• Even More Traffic• Even More Links• More Contentg More Links
Basic #4 – Measurement
FlickrFlickr: : noblelgnnoblenoblelgnnoble
Website Grader
More measurement tools at Grader.com
Agenda
• Inbound vs. Outbound Marketingg
• Inbound Marketing Basics• Inbound Marketing Basics
• Case Studies
• A Day in the Life of an Inbound Marketer
Case Study: Will It Blend?
• Blog / ContentBlog / Content• 74 videos• 2m YouTube channel views2m YouTube channel views
• SEO• Page 1 for “blend”Page 1 for blend• 55,000 inbound links
• Social MediaSocial Media• 83,000 channel subscribers• Over 500 Facebook groupsOver 500 Facebook groups• 5 Digg front page stories
What Else “Will It Blend?” Should Do
• Better on-page SEO
• Tom Dickson needs a Facebook profile
• Encourage others to create contentEncourage others to create content
Promote others’ coverage of them• Promote others’ coverage of them
Case Study: Website Grader
• Blog / Content• Blog / Content• 750,000 reports generated
SEO• SEO• Page 1 for “SEO Score”, “website SEO”, etc.• 34,000 inbound links
• Social Media• 4,600 Del.icio.us bookmarks• 25,000 visitors from StumbleUponp
What Else Website Grader Should Do
B ild a better Facebook gro p• Build a better Facebook group
• Create more content with WSG data
• Some sort of contest?
Agenda
• Inbound vs. Outbound Marketingg
• Inbound Marketing Basics• Inbound Marketing Basics
• Case Studies
• A Day in the Life of an Inbound Marketer
A Day in The Life of Inbound Marketing
8:00 - 8:30 am: Check blogs, Facebook and Twitter• Leave some comments• Add some new friends
8:30 - 9:30 am: Publish new blog article
1. Publish2 Monitor8:30 9:30 am: Publish new blog article
• Post link on Twitter and Facebook2. Monitor3. Promote
3:00 - 3:30 pm: Someone says nice stuff about you• Vote for it on StumbleUpon, Digg, etc.• Post link on Facebook and Twitter• Email friends/employees to promote it
3:30 – 4:00 pm: Review SEO results• Make a couple tweaks to on-page SEO
Monitor Articles
Monitor Sharing
Monitor Discussions
RSS Simplifies Monitoring
Promote Your Content
Promote Your Content
Promote Flattering Content
(Free) Tools of the Trade
• Google Alerts
• Search.Twitter.com
• StumbleUpon• StumbleUpon
• Website GraderWebsite Grader
Thank You!
Free Tools:http://Website Grader comhttp://Website.Grader.com
http://PressRelease.Grader.comhttp://Twitter Grader comhttp://Twitter.Grader.com
http://Facebook.Grader.com
Ellie MirmanInbound Marketer
Rebecca CorlissInbound MarketerInbound Marketer
HubSpot
Twitter: @ellieeille
Inbound MarketerHubSpot
Twitter: @repcor