A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.

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

4. Traditional Marketing (Outbound)
4

5. Marketing Today (Inbound)
5

6. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
6
6

7. Outbound Marketing in Action

8. Inbound Marketing in Action

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

10. Inbound Is Cheaper

11. Why It’s Cheaper

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

23. A Nice-Looking Restaurant Site

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

41. Distribute Your Content
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42. Conversation & Distribution
Conversation
AND
Distribution
42

43. Good Content Spreads
43

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

48. Track Blog Subscribers

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
•

52. The Results
Blog
Subscribers
Site Visitors
& Leads

53. Final Thoughts …
53

54. Build Leverage
54

55. Who Knows How to Put All the Pieces Together?
d.j.k. on flickr
55

56. HubSpot Puts the Pieces Together
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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