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Inbound Marketing 101
How your business can use Google, blogs and social media to get found.




Rick Burnes
Twitter: @rickburnes
Cape Cod Technology Council
July 10, 2009
Introductions




      Inbound Marketer   Inbound Marketing Software
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    SEO
         III.   Content
         IV.    Social Media
         V.     How to Measure It
Traditional Marketing (Outbound)




4
Marketing Today (Inbound)




5
How Do the Best New Companies Market?


            1950 - 2000             2000 - 2050




6
6
Outbound Marketing in Action
Inbound Marketing in Action
What Is Inbound Marketing?

      Process        Website Visitors        Tools
    Get Found                           Get Found
    • Publish                           • Content Mgmt
    • Promote                           • Blogging
    • Optimize                          • Social Media
                                        • SEO
                      Get Found         • Analytics

    Convert                             Convert
    • Test                              •   Offers / CTAs
    • Target            Convert         •   Landing Pages
                                        •   Email
    • Nurture
                                        •   Lead Intelligence
                                        •   Lead Mgmt
                                        •   Analytics
                        Customers
9
Inbound Is Cheaper
Why It’s Cheaper
Build an Asset




 Flick Photo: Thomas Hawk
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    SEO
         III.   Content
         IV.    Social Media
         V.     How to Measure It
How Do You Get to the Top?
Pick Your Keyword Battles




                      Fight for “Ninja” …     or “Ninja Halloween Costume”

     Flick Photos: ExtraMedium & Simonstarr
15
Two Sides of Optimization




        On-Page              Off-Page


16
Optimize “On Page”


• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
Half of On-Page SEO Is Invisible

• Description



• Keywords


• Alt text on images
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
How Do You Get Links?




             Have something worth linking to.
How Google Weights Optimization




                  On Page
                   (25%)


                                      Off Page
                                       (75%)




               Off-page optimization is critical.

21
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    SEO
         III.   Content
         IV.    Social Media
         V.     How to Measure It
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site




                    What’s the difference?
Blog = Better SEO, More Traffic



                               Website      Google            Unique Visitors
                               Grade        Indexed           (Dec.)
                                            Pages
    www.craigieonmain.com      56           99                6,000

    www.greenstreetgrill.com   25           8                 2,200




                      Data from website.grader.com and compete.com
How Many Tickets Do You Have?
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
Content Attracts the Right People




                         Neil Diamond




 Flick Photo: Marciela
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
What Content Channels Are Best?


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


         I.     Inbound vs. Outbound Marketing
         II.    SEO
         III.   Content
         IV.    Social Media
         V.     How to Measure It
Social Media? No Time for That Nonsense!
Why Do I Need to Know This?
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


35
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




  Elapsed Time:
   50 Minutes
Social Media Drives Real Traffic

               HubSpot Blog Referrals (Q1 & Q2 2009)




                 >15% Social Media; 22.9% Google



37
How to Get Started




                               Listen




     Share Your Content

                                                Listen More




                          Build Relationships
What Are They Saying About You?



                                   Places to listen
                                   •   Search.Twitter.com
                                   •   google.com/blogsearch
                                   •   Technorati.com
                                   •   Existing blogs
                                   •   Industry Twitterers




39
Participate in Q&A

• Facebook
  Discussions

• Yahoo! Answers

• LinkedIn Q&A
  and Discussions
Distribute Your Content




41
Conversation & Distribution




     Conversation

              AND



      Distribution




42
Good Content Spreads




43
What Gets Shared?


     Rarely                           Frequently
     Shared                              Shared




     • Product info             • New data
     • Free trials              • Funny videos
     • Software documentation   • Top-notch blog posts




44
Agenda


         I.     Inbound vs. Outbound Marketing
         II.    SEO
         III.   Content
         IV.    Social Media
         V.     How to Measure It
What Should You Measure?

                   SEO         Content       Social Media
Measure
                                                                  Measure



    Measure
                              Visitors
                                                              Measure


              Measure          Leads
                                                    Measure
                                 Customers
                    Measure
Assess Search Engine Optimization
Track Blog Subscribers
How to Track Your Funnel




        Track visitors.   Track leads.   Track customers.
Track Conversions

                          Traffic to HubSpot.com




                          Selected Channels

               Visitors      Leads     Conversion   Customers   Net Conversion

  Twitter      3,289          554        17%           12           0.4%
  Techcrunch    504           75         15%           6            1.2%
  ZDnet         511           28          5%           1            0.2%
Case Study: Reynolds Golf Academy




      •
The Results



Blog
Subscribers




 Site Visitors
 & Leads
Final Thoughts …




53
Build Leverage




54
Who Knows How to Put All the Pieces Together?




                                           d.j.k. on flickr
55
HubSpot Puts the Pieces Together




56
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
Email: rburnes@hubspot.com

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Inbound Marketing101

  • 1. Inbound Marketing 101 How your business can use Google, blogs and social media to get found. Rick Burnes Twitter: @rickburnes Cape Cod Technology Council July 10, 2009
  • 2. Introductions Inbound Marketer Inbound Marketing Software
  • 3. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 6. How Do the Best New Companies Market? 1950 - 2000 2000 - 2050 6 6
  • 9. What Is Inbound Marketing? Process Website Visitors Tools Get Found Get Found • Publish • Content Mgmt • Promote • Blogging • Optimize • Social Media • SEO Get Found • Analytics Convert Convert • Test • Offers / CTAs • Target Convert • Landing Pages • Email • Nurture • Lead Intelligence • Lead Mgmt • Analytics Customers 9
  • 12. Build an Asset Flick Photo: Thomas Hawk
  • 13. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 14. How Do You Get to the Top?
  • 15. Pick Your Keyword Battles Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr 15
  • 16. Two Sides of Optimization On-Page Off-Page 16
  • 17. Optimize “On Page” • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  • 18. Half of On-Page SEO Is Invisible • Description • Keywords • Alt text on images
  • 19. 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
  • 20. How Do You Get Links? Have something worth linking to.
  • 21. How Google Weights Optimization On Page (25%) Off Page (75%) Off-page optimization is critical. 21
  • 22. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 24. Another Nice-Looking Restaurant Site What’s the difference?
  • 25. Blog = Better SEO, More Traffic Website Google Unique Visitors Grade Indexed (Dec.) Pages www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from website.grader.com and compete.com
  • 26. How Many Tickets Do You Have?
  • 27. 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
  • 28. Content Attracts the Right People Neil Diamond Flick Photo: Marciela
  • 29. 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
  • 30. What Content Channels Are Best? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  • 31. 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
  • 32. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 33. Social Media? No Time for That Nonsense!
  • 34. Why Do I Need to Know This?
  • 35. 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 35
  • 36. 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 Elapsed Time: 50 Minutes
  • 37. Social Media Drives Real Traffic HubSpot Blog Referrals (Q1 & Q2 2009) >15% Social Media; 22.9% Google 37
  • 38. How to Get Started Listen Share Your Content Listen More Build Relationships
  • 39. What Are They Saying About You? Places to listen • Search.Twitter.com • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers 39
  • 40. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  • 42. Conversation & Distribution Conversation AND Distribution 42
  • 44. What Gets Shared? Rarely Frequently Shared Shared • Product info • New data • Free trials • Funny videos • Software documentation • Top-notch blog posts 44
  • 45. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  • 46. What Should You Measure? SEO Content Social Media Measure Measure Measure Visitors Measure Measure Leads Measure Customers Measure
  • 47. Assess Search Engine Optimization
  • 49. How to Track Your Funnel Track visitors. Track leads. Track customers.
  • 50. Track Conversions Traffic to HubSpot.com Selected Channels Visitors Leads Conversion Customers Net Conversion Twitter 3,289 554 17% 12 0.4% Techcrunch 504 75 15% 6 1.2% ZDnet 511 28 5% 1 0.2%
  • 51. Case Study: Reynolds Golf Academy •
  • 55. Who Knows How to Put All the Pieces Together? d.j.k. on flickr 55
  • 56. HubSpot Puts the Pieces Together 56
  • 57. 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 Email: rburnes@hubspot.com