1. Achieving Measurable Results with Advanced Business Blogging Social Media Optimization Summit #optsum March 23rd, 2010 Mark Roberge HubSpot @markroberge

2. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 2

3. Outbound Marketing

4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

5. Inbound Marketing

6. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI

7. Why Inbound Is Cheaper

8. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com

9. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 9

10. How Do You Get to the Top? History of SEO

11. SEO = Context and Authority Ranking Algorithm:f(n): Context + Authority

12. Inbound Marketing – One Strategy not Three

13. Two Sides of Optimization 13 On-Page (Context) Off-Page (Authority)

15. Clean URL

16. Headers

18. The Long Tail The New Marketplace Head Popularity Long Tail Keywords

19. SEO Tips from Website Grader Lessons from 2,084,563 websites

20. More Content, Better Content = Links Source: Data from selected websites using www.WebsiteGrader.com

21. Blogging Means More Inbound Links Source: survey of hundreds of businesses: HubSpot.com/ROI 19

22. More Visitors Source: survey of hundreds of businesses: HubSpot.com/ROI 20

23. DISCUSSION QUESTION What are the best ways to incorporate the rules of SEO into your blogging strategy?

24. Accounting for SEO in Your Blogging Strategy Use keyword tool to drive blog topic selection Configure blog with On-Page SEO in mind Include target long tail keywords in blog article titles Think of blog articles as link bait Think of blog articles as an army of sales people working for you forever

25. Where is Search Going? PERSONALIZATION REAL-TIME BEYOND SEARCH ENGINES

26. DISCUSSION QUESTION What do the future trends of search mean for your blogging strategy?

27. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 25

30. Tips for Post Structure Use Headings 500-800 words (or shorter!) Lists are OK (just not too many) 1 idea per post

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. DISCUSSION QUESTION How often should you blog?

33. Frequency of Blog Articles on HubSpot Blog 31

34. DISCUSSION QUESTION Should you have a branded corporate blog or a non-branded industry blog?

35. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 33

36. DISCUSSION QUESTION How do you think about your blog and social media strategy working together?

37. Distribute Your Content 35

39. Talk about your product features

41. Promote other good content

42. Get your subject matter experts involved36

43. Focus Participation on Digital Influencers 37

44. Blogging Increases Twitter Reach >75% Source: survey of hundreds of businesses: HubSpot.com/ROI 38

45. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 39

46. Blogs and Social Media is for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI

47. How Does HubSpot Convert Visitors? 41

48. Quality Content Behind Forms 42

49. Offer – WIIFM?

50. Offer – WIIFM?

51. Offer – WIIFM? Whitepapers / eBooks Research / Studies Free Tools Trials & Samples NOT “Contact Us” Value must be greater than the cost…

52. Landing Pages

53. Limited Navigation

54. Keep It Short 53% Conversion 32% Conversion

55. Don’t Put Form Below the Fold

56. Agenda Intro to Inbound Marketing Drive SEO through Blogging Blogging Best Practices Promote Blog in Social Media Convert Blog Traffic to Leads Measure Blog Success 50

57. DISCUSSION QUESTION How do you measure the success of your blog?

58. Metric #1: Conversions from Traffic to Leads and Sales

59. Metric #2: Subscriptions A measure of you blog’s total reach A “sticky” number

60. Metric #3: Pageviews Great for media sites selling display advertising Potential problems for your business: Doesn’t measure RSS Weak measure of engagement What’s the business value of a “view”?

61. Metric #4: Comments Quantitatively, a good indicator of engagement Qualitatively, a great way to listen to market

62. Metric #5: Inbound Links Measure the SEO impact of your blog An indicator of your blog’s role in outside conversations

63. Beyond the Blog, Measure Total Reach 57

64. 58 Track the Whole Funnel for Each Channel Social Media Visitors SEO Visitors Blog Visitors PPC Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers

65. Final Thoughts … 59

66. What is HubSpot? On-Dialog Word Press Drupal Web CEO Eloqua Mktg Profs Radian6 Google Lead Lander Marketo Manti-core Web Position Blogger Buzz Metrics Ektron VTrenz Core Metrics Mktg Sherpa HubSpot

68. Over 2,500 customers

70. Thank You!#optsum Mark Roberge HubSpot @markroberge

71. More on HubSpot Product

73. Link Grader

75. Blog Analytics

76. Social Media Monitoring

78. Lead Intelligence

79. Lead Alerts

83. DISCUSSION QUESTION What is your blog comment strategy?

84. Take Comments Seriously Make sure you comment back Find out who the people are Follow their links Subscribe to their blog, follow them on Twitter Use these links

85. Tips on Comments Increase the value of the article: Share an example Add a point Add a useful link Disagree Ask a question Use your real name (not company)

86. Why Leave Comments? Karma Get noticed by other bloggers Get noticed by other blog readers Get links back to your blog Thought leadership

87. Where Do You Link to Your Blog? Your homepage Press releases Business cards Email signatures

89. Environmentally sensitive construction and design

90. Historic preservation

91. AestheticsPhoto: Wikipedia 76

93. Social Media Optimization

94. Lead Generation

95. Education

96. Thought Leadership

97. Nurturing

98. PR

99. Brand Building

100. Recruiting

101. Internal Communication77

102. Key #2 Create a Mix of Posts Jek-a-go-go on flickr

103. Step 2: Plan a Mix of Posts News Opinion Feature Photos Video

104. Many Types of Posts Get Traffic

105. Raisin Bran – Basic, Everyday Posts How to posts Rich in keywords Get good at whipping them out Make sure they’re useful Greeneyesmilw on flickr

106. Spinach – Healthy, Thoughtful Posts Should establish your site a thought leader in the industry Put time into them Don’t do too many ulteriorepicture on flickr

107. Roasts – Big Blog Projects Lots of work Lots of links, discussion and attention Pick them well

108. Chocolate Cake – The Sweet Stuff These posts make your blog fun A chance to poke fun at yourself Lots of traffic/links Often video, images Scubadive on flickr

109. Tabasco – Posts That Start Fires Make a bold statement Be prepared to defend yourself Lots of comments and links Too many of these post could lose trust ANOXLOU on flickr