Learn how to use Google, blogs, and social media to get found online by more potential customers.

1. Is Your Business Getting Found?
How to use Google, blogs and social media to get found.
Rick Burnes
Twitter: @rickb rnes
T itter @rickburnes
September 10, 2009

2. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV.
IV Social Media
V. How to Measure It

3. What’s HubSpot?
• Founded in July 2006 from research at MIT
y
• Cambridge, MA
• 1600+ customers 95+ employees
1600 customers, 95
3

4. What HubSpot Software Does
4

5. Traditional Marketing (Outbound)
5

6. Marketing Today (Inbound)
6

7. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
7
7

8. Outbound Marketing in Action

9. Inbound Marketing in Action

10. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get F
G t Found d
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • S i l M di
Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
L di P
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
10

11. Inbound Is Cheaper

12. Why It’s Cheaper

13. Build an Asset
Flick Photo: Thomas Hawk

14. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV.
IV Social Media
V. How to Measure It

15. How Do You Get to the Top?

16. Pick Your Keyword Battles
Fight for “Ninja” … or “Ninja Halloween Costume”
Flick Photos: ExtraMedium & Simonstarr

17. Two Sides of Optimization
On-Page
O P Off-Page
Off

18. Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

19. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images

20. Optimize (Off-Page)
• Recommendations from friends
1. I
1 “I know Rick Burnes”
Burnes
2. “Rick Burnes is a top notch marketer”
3.
3 You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website

21. How Do You Get Links?
Have something worth linking to.

22. Blogging Means More Inbound Links

23. How Google Weights Optimization
On P
O Page
(25%)
Off Page
(75%)
Off-page optimization is critical.

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

25. A Nice-Looking Restaurant Site

26. Another Nice-Looking Restaurant Site
What’s the difference?

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

28. How Many Tickets Do You Have?

29. More Indexed Pages
29

30. More Visitors
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

32. Content Attracts the Right People
Neil Diamond
Flick Photo: Marciela

33. A Word of Caution
• B i
Business content DOES NOT mean
t t
content about the products and
services you sell
y
• Create content that’s useful and
interesting to your target personas

34. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
Ph t
• Presentations
• eBooks
• News Releases

35. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Sh t videos at events
Shoot id t t
• Interview customers for your
b og
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.
IV Social Media
V. How to Measure It

37. Social Media? No Time for That Nonsense!

38. 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

39. 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. PR, Social-Media Style
Elapsed Time:
50 Minutes

41. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
; g
41

42. How to Get Started
Listen
Share Your Content
Listen More
Li t M
Build Relationships

43. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
T h ti
• Existing blogs
• Industry Twitterers
• Twitter.grader.com

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

45. Distribute Your Content

46. Conversation & Distribution
Conversation
AND
Distribution

47. Good Content Spreads

48. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts

49. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV.
IV Social Media
V. How to Measure It

50. Assess Search Engine Optimization

51. Track Blog Subscribers

52. What Should You Measure?
SEO Content Social Media
Measure
Measure
M
Measure
Visitors
Measure
Measure Leads
Measure
Customers
Measure

53. How to Track Your Funnel
Track visitors. Track leads. Track customers.

54. 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%

55. Case Study: Reynolds Golf Academy
•

56. The Results
Blog
Subscribers
Site Visitors
&L d
Leads

57. Final Thoughts …
Fi l Th ht

58. Build Leverage

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

60. HubSpot Puts the Pieces Together

61. Thank You!
Sg
Sign up for a free trial o HubSpot:
o ee a of ubSpo
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
e e co / c bu es