What the Heck is Inbound Marketing? HubSpot

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The Internet has transformed the way people learn about and shop for products. Today, people start their learning and buying process on the Internet, in search engines, blogs, and social media sites. Inbound marketing is all about getting found by the people already looking for you online and connecting directly with your prospects. This presentation covers: what is inbound marketing, why you should care, and how you can do it on a day-to-day basis. Presented by Ellie Mirman and Rebecca Corliss at Geek Girl Camp Boston.

Business Technologie

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What the Heck is Inbound Marketing?
Ellie Mirman Rebecca Corliss
Inbound Marketer Inbound Marketer
HubSpot HubSpot

Twitter: @ellieeille Twitter: @repcor

Agenda

• Inbound vs. Outbound Marketing
g

• Inbound Marketing Basics

• Case Studies

• A Day in the Life of an Inbound Marketer

Outbound Marketing

800-555-1234
Annoying
Salesperson

Inbound Marketing

Blog
g SEO Social Media

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 marketingg

Interruption Permission

Inbound Marketing Basics

Blog /
Blog /
Content

Social
SEO
Media

Basic #1 – Publish, Don’t Advertise

“Think like a publisher”
Think publisher
-- David Meerman Scott

What to Publish?

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

You Might Not Know

• Blog before you ha e a prod ct
o have product
• Blog before you have a website
• Blog before you have anything

• All you need: a rough market and some ideas

• A blog can launch a company

Biggest Blogging Mistake
Don’t use a “free” URL from a blog service

• HubSpot.blogspot.com – NO!
• HubSpot typepad com – NO!
HubSpot.typepad.com
• HubSpot.wordpress.com – NO!

• Blog.HubSpot.com – Yes
• HubSpot.com/Blog – Yes
• SmallBusinessHub.com – Yes

25% On-Page (Visible) SEO
75% Off-Page SEO (Links)

HubSpot Internet Marketing
(www.HubSpot.com)

On‐Page SEO
25%

Off‐Page SEO
75%

Basic #3 – Social Media

Flickr: TECHcocktail

Exponential Effects

Social Media
S i l M di
SEO • Even More Traffic
Even More Traffic
• More Traffic • Even More Links
Blog
g • More Links • More Content
More Links

Basic #4 – Measurement

Flickr: noblelgnnoble
Flickr: noblelgnnoble

Website Grader

More measurement tools at Grader.com

Case Study: Will It Blend?

• Blog / Content
• 74 videos
• 2m YouTube channel views
• SEO
• Page 1 for “blend”
blend
• 55,000 inbound links
• Social Media
• 83,000 channel subscribers
• Over 500 Facebook groups
• 5 Digg front page stories

Case Study: Website Grader

• Blog / Content
• 750,000 reports generated
• SEO
• Page 1 for “SEO Score”, “website SEO”, etc.
• 34,000 inbound links
• Social Media
• 4,600 Del.icio.us bookmarks
• 25,000 visitors from StumbleUpon
p

What Else Website Grader Should Do

• B ild a better Facebook gro p
Build group

• Create more content with WSG data

• Some sort of contest?

A Day in The Life of Inbound Marketing
8:00 - 8:30 am: Check blogs, Facebook and Twitter
• Leave some comments
• Add some new friends
1. Publish
2.
2 Monitor
8:30 - 9:30 am: Publish new blog article
• Post link on Twitter and Facebook
3. Promote
3:00 - 3:30 pm: Someone says nice stuff about you
• Vote for it on StumbleUpon, Digg, etc.
• Post link on Facebook and Twitter
• Email friends/employees to promote it

3:30 – 4:00 pm: Review SEO results
• Make a couple tweaks to on-page SEO

(Free) Tools of the Trade
• Google Alerts

• Search.Twitter.com

• Facebook

• Twitter

• StumbleUpon

• Website Grader

Thank You!
Free Tools:
http://Website.Grader.com
http://Website Grader com
http://PressRelease.Grader.com
http://Twitter.Grader.com
http://Twitter Grader com
http://Facebook.Grader.com

Ellie Mirman Rebecca Corliss
Inbound Marketer
Inbound Marketer Inbound Marketer
Inbound Marketer
HubSpot HubSpot

Twitter: @ellieeille Twitter: @repcor

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What the Heck is Inbound Marketing? HubSpot

1. Download these slides: SlideShare.net/HubSpot What the Heck is Inbound Marketing? Ellie Mirman Rebecca Corliss Inbound Marketer Inbound Marketer HubSpot HubSpot Twitter: @ellieeille Twitter: @repcor

2. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer

3. Outbound Marketing 800-555-1234 Annoying Salesperson

4. Inbound Marketing Blog g SEO Social Media

5. 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 marketingg Interruption Permission

6. Our Universe

7. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer

8. Inbound Marketing Basics Blog / Blog / Content Social SEO Media

9. Basic #1 – Publish, Don’t Advertise “Think like a publisher” Think publisher -- David Meerman Scott

10. What to Publish? • Blog g • Podcast • Videos • Photos • Presentations • eBooks • News Releases

11. Where to Publish?

12. You Might Not Know • Blog before you ha e a prod ct o have product • Blog before you have a website • Blog before you have anything • All you need: a rough market and some ideas • A blog can launch a company

13. Biggest Blogging Mistake Don’t use a “free” URL from a blog service • HubSpot.blogspot.com – NO! • HubSpot typepad com – NO! HubSpot.typepad.com • HubSpot.wordpress.com – NO! • Blog.HubSpot.com – Yes • HubSpot.com/Blog – Yes • SmallBusinessHub.com – Yes

14. Basic #2 – SEO

15. 25% On-Page (Visible) SEO 75% Off-Page SEO (Links) HubSpot Internet Marketing (www.HubSpot.com) On‐Page SEO 25% Off‐Page SEO 75%

16. Basic #3 – Social Media Flickr: TECHcocktail

17. Exponential Effects Social Media S i l M di SEO • Even More Traffic Even More Traffic • More Traffic • Even More Links Blog g • More Links • More Content More Links

18. Basic #4 – Measurement Flickr: noblelgnnoble Flickr: noblelgnnoble

19. Website Grader More measurement tools at Grader.com

20. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer

21. Case Study: Will It Blend? • Blog / Content • 74 videos • 2m YouTube channel views • SEO • Page 1 for “blend” blend • 55,000 inbound links • Social Media • 83,000 channel subscribers • Over 500 Facebook groups • 5 Digg front page stories

22. What Else “Will It Blend?” Should Do • Better on-page SEO • Tom Dickson needs a Facebook profile • Encourage others to create content • Promote others’ coverage of them

23. Case Study: Website Grader • Blog / Content • 750,000 reports generated • SEO • Page 1 for “SEO Score”, “website SEO”, etc. • 34,000 inbound links • Social Media • 4,600 Del.icio.us bookmarks • 25,000 visitors from StumbleUpon p

24. What Else Website Grader Should Do • B ild a better Facebook gro p Build group • Create more content with WSG data • Some sort of contest?

25. Agenda • Inbound vs. Outbound Marketing g • Inbound Marketing Basics • Case Studies • A Day in the Life of an Inbound Marketer

26. A Day in The Life of Inbound Marketing 8:00 - 8:30 am: Check blogs, Facebook and Twitter • Leave some comments • Add some new friends 1. Publish 2. 2 Monitor 8:30 - 9:30 am: Publish new blog article • Post link on Twitter and Facebook 3. Promote 3:00 - 3:30 pm: Someone says nice stuff about you • Vote for it on StumbleUpon, Digg, etc. • Post link on Facebook and Twitter • Email friends/employees to promote it 3:30 – 4:00 pm: Review SEO results • Make a couple tweaks to on-page SEO

27. Monitor Articles

28. Monitor Sharing

29. Monitor Discussions

30. RSS Simplifies Monitoring

31. Promote Your Content

32. Promote Your Content

33. Promote Flattering Content

34. (Free) Tools of the Trade • Google Alerts • Search.Twitter.com • Facebook • Twitter • StumbleUpon • Website Grader

35.

36. Thank You! Free Tools: http://Website.Grader.com http://Website Grader com http://PressRelease.Grader.com http://Twitter.Grader.com http://Twitter Grader com http://Facebook.Grader.com Ellie Mirman Rebecca Corliss Inbound Marketer Inbound Marketer Inbound Marketer Inbound Marketer HubSpot HubSpot Twitter: @ellieeille Twitter: @repcor

What the Heck is Inbound Marketing? HubSpot

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