1.
Inbound Marketing
And the Next Phase of the Web
Rick Burnes
Inbound Marketing Manager
HubSpot

2.
Who Is Rick Burnes?
Currently:
Marketer & blogger (HubSpot)
Background:
• Entrepreneur (Faneuil Media)
• Journalist (moscowtimes.com, nytimes.com)

3.
What’s HubSpot?
It’s a software system that helps you get found
Social Media Tools
Search Marketing
Tools
Blogging & CMS Tools
• 1,000 Customers
• Free grading tools at www.grader.com

4.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

5.
Outbound Marketing
800-555-1234
Annoying
Salesperson

6.
Inbound Marketing
Content SEO Social Media

7.
Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Viral videos
Interruption Permission

8.
Brain Required, Not Budget
Flickr: Gaetoan Lee Flickr: Refracted Moments

9.
Why Inbound Is Cheaper

10.
Build an Asset
Flick Photo: Thomas Hawk

11.
Attract the Right People
Neil Diamond
Flick Photo: Marciela

12.
It’s an Inbound Cycle
Article posted, receiving:
• 100 Views
• 1 Inbound Link
Post rank in Google, driving: Post shared, driving:
• 2x Views • 2x Views
• 2x Links • 3x Links

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.
25% of SEO = On Page (Visible)
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

16.
25% of SEO = On Page (Invisible)
• Description
• Keywords
• Alt text on images

17.
75% of SEO = Off Page
• Recommendations from friends
1. “I know Rick Burnes”
2. “Rick Burnes is a marketing expert”
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

18.
Links are Essential to SEO
• Off Page SEO is HARD
• Links are hard to get
• That’s why search engines
use them to measure
“importance”
• That’s why you need:
• Content
• Social Media

19.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

20.
Isn’t a Nice Site Good Enough?
No blog; no dynamic pages.

21.
What Does a Blog Add (Besides Work)?
Similar site functions, but site has a blog.

22.
Blog = Better SEO, More Traffic
Website Google Indexed Unique Visitors
Grade Pages (Dec.)
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from:
website.grader.com
compete.com

23.
More Pages = Better Google Rank
Average Pages per Website by Page Rank
10,000,000
Average # of Webpages
1,000,000
100,000
10,000
1,000
1 2 3 4 5 6 7 8 9 10
Page Rank (10 is best)

24.
What Kind of Content?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

25.
Your Content Is Your Magnet
“Create 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

26.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

27.
What’s the Role of Social Media?

28.
Where Does Your Industry Hang Out?
How to find out:
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
Flick Photo: Hamed Saber

29.
Follow the Conversation Via RSS
How to sign up: Google.com/reader

30.
Participate in Q&A
• Facebook
Discussions
• Yahoo!
Answers
• LinkedIn
Q&A and
Discussions

31.
What Are They Saying About You?
Go to: search.twitter.com

32.
Build Your Networks
Total Followers: 22,139

33.
Using Twitter for PR
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

34.
Promote Your Content

35.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

36.
Website Grader

37.
Internet Marketing Scorecard

38.
Blog Subscribers

39.
Facebook Fans & Activity

40.
Traffic, Leads and Customers
Visitors from ZDNet
Visitors Leads Customers
TechCrunch 5,289 754 12
ZDNet 834 72 3
Twitter 511 28 1

41.
The Only Way to Learn
Flick Photo: hufse

42.
Small Businesses, Now Empowered
Flick Photo: Webmink

43.
Thank You!
Free Tools:
http://Website.Grader.com
http://PressRelease.Grader.com
http://Twitter.Grader.com
Rick Burnes
Inbound Marketing Manager
HubSpot
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: twitter.com/rickburnes