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SocialBBC Rick Burnes Mapping The Inbound Marketing Ecosystem

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Urban Interact, Inc.
Urban Interact, Inc.

Social Business Boot Camp & Networking Happy Hour Benefiting National Breast Cancer Foundation March 4th, 2010 @ the Aloft Hotel Downtown Dallas Speaker Segment: Rick Burnes of HubSpot on Mapping The Inbound Marketing Ecosystem Twitter Event #SocialBBC

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Mapping the Inbound Marketing Ecosystem Rick Burnes Twitter: @rickburnes March 4, 2010 How to use Google, blogs and social media to get found online.
Agenda About Inbound Marketing SEO Content Social Media How to Measure It
We’ve Seen a Lot of Marketing Hairstyles 3 Flickr: nopiedra Flickr: Sachaverelle Blogging SEO
Is This Just Another Hairstyle? 4 Flickr: davecobb Social Media
This Ain’t No Haircut! 5 Tesla Motors Wikipedia
How Do You Navigate a Complex Landscape? 6 A Map! Flickr: WanderingtheWorld
Traditional Marketing (Outbound) 7
Marketing Today (Inbound) 8
How Do the Best New Companies Market? 9 1950 - 2000 2000 - 2050 9
Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
Outbound Is Expensive 11
Inbound Is Cheaper
Why Inbound Is Cheaper
14 What Is Inbound Marketing? Website Visitors Process Tools Get Found ,[object Object]
Blogging
Social Media
SEO
AnalyticsGet Found ,[object Object]
Promote
OptimizeLeads Convert ,[object Object]
Target
NurtureConvert ,[object Object]
Landing Pages
Email
Lead Intelligence
Lead Mgmt
AnalyticsCustomers
15 SEO Social Media Blog Flickr: WanderingtheWorld
Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It
How Do You Get to the Top?
Pick Your Keyword Battles 18 Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr
Two Sides of Optimization 19 On-Page Off-Page
Optimize “On Page” ,[object Object]
URL
H1,H2,H3 tags
Page Text
Bold,[object Object]
Keywords
Alt text on images,[object Object]
How Do You Get Links? Have something worth linking to.
Blogging Means More Inbound Links 24
How Google Weights Optimization 25 On Page (25%) Off Page (75%) Off-page optimization is critical.
26 SEO Blog Flickr: WanderingtheWorld
Agenda Inbound vs. Outbound Marketing SEO Content Social Media How to Measure It
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site What’s the difference?
Blog = Better SEO, More Traffic Data from website.grader.com and compete.com
How Many Tickets Do You Have?
What Should You Write About? 32 Topics that attract Holly & Larry – your business’ target personas! (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
Content Attracts the Right People Neil Diamond Flick Photo: Marciela
What Content Channels Are Best? Blog Podcast Videos Photos Presentations eBooks News Releases
Don’t Talk About Your Product HubSpot.com/cartoons
Get Into the Content Mindset 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 Flick Photo: Cindiann
Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It
Social Media Is Now a Staple 38 Flickr: anitacanita Flickr: sierravalleygirl ,[object Object]
Small scale
No business impact
But lots of fun
Highly measurable
Massive scale
Major driver of leads, sales
Still fun,[object Object]
PR, Social-Media Style Elapsed Time: 50 Minutes
Social Media Drives Leads 41 HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.
How to Get Started Listen Share Your Content Listen More Build Relationships

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