A presentation I gave at the #btvsmb social media breakfast in Burlington, VT, on December 15, 2008. It introduces the concept of inbound marketing, and dives into the details of search engine optimization, content production and social media.
10. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
10
19. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images
20. Optimize (Off-Page)
• Recommendations from friends
1. “I know Rick Burnes”
2. “Rick Burnes is a top notch marketer”
3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
21. How Do You Get Links?
Have something worth linking to.
27. Blog = Better SEO, More Traffic
Website Google Monthly Unique
Grade Indexed Visitors
Pages
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com
29. A Blog Is Like Great Architecture: Elegant
One structure, multiple functions:
• Excellent workspace
• Environmentally sensitive
construction and design
• Historic preservation
• Aesthetics
Photo: Wikipedia
29
30. One Content Feed, Many Goals Met
One blog, multiple functions:
• Search Engine Optimization
• Social Media Optimization
• Lead Generation
• Education
• Thought Leadership
• Nurturing
• PR
• Brand Building
• Recruiting
• Internal Communication
30
31. What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PR
www.webinknow.com
33. A Word of Caution
• Business content DOES NOT mean
content about the products and
services you sell
• Create content that’s useful and
interesting to your target personas
34. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
35. 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
36. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
37. Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured • Highly measurable
• Small scale • Massive scale
• No business impact • Major driver of leads, sales
• But lots of fun • Still fun
37
38. PR, Social-Media Style
Need to urgently speak with a business that is very
actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-1234?
I will call you right now
40. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
40
41. How to Get Started
Listen
Share Your Content
Listen More
Build Relationships
42. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
• Twitter.grader.com
42
43. Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions
52. Track the Whole Funnel for Each Channel
Social Media
SEO Visitors Blog Visitors PPC Visitors Visitors
Leads
SEO Customers Blog Customers PPC Customers Social Media
Customers
52
53. How to Track Your Funnel
Track visitors. Track leads. Track customers.
59. Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes