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Inbound Marketing for New England XPO for Business

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Inbound Marketing - Using SEO, Blogging, Social Media together for results. presentation in the Marketing Track at the New England XPO for Business in Boston in May 2010.

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Inbound Marketing for New England XPO for Business

  1. 1. Inbound Marketing:Social Media, SEO, Blogging & Analytics Together for Success<br />Mike Volpe<br />VP Marketing, HubSpot<br />Twitter: @mvolpe<br />
  2. 2. Before We Start<br />Twitter: @mvolpe<br />Slides: www.MikeVolpe.com/NEXPO<br />Share whatever, wherever!<br />
  3. 3. Marketing is Changing<br />1950 - 2000<br />2000 - 2050<br />
  4. 4. Outbound Marketing<br />
  5. 5. Outbound Marketing is Harder<br />800-555-1234<br />Annoying<br />Salesperson<br />
  6. 6. The Good News…<br />Inbound Marketing:<br />Get Found using Google, Social Media and Blogs<br />Top 5 Web Marketing Book on Amazon<br />InboundBook.com<br />
  7. 7. The Great News…<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  8. 8. Budget vs. Brains<br />Flickr: Refracted Moments<br />Flickr: Gaetoan Lee<br />
  9. 9. “If you have more money than brains, use outbound marketing.<br />If you have more brains than money, use inbound marketing”<br />-- Guy Kawasaki<br />
  10. 10. Questions to ask yourself...<br />
  11. 11. Am I regularly creating new share-worthy content?<br />
  12. 12. Am I promoting my content<br />in social media conversations?<br />
  13. 13. Am I optimizing my content for search and social media?<br />
  14. 14. Am I converting as<br />many visitors into<br />leads and sales as I can?<br />
  15. 15. Stop thinking like a<br />marketer or advertiser.<br />
  16. 16. Start thinking like a<br />publisher and socializer.<br />
  17. 17. Inbound Marketing<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  18. 18. Target Content to Your Personas<br />Kadient photo by: David Meerman Scott<br />
  19. 19. Publish Everything<br />Blog<br />Podcast<br />Videos<br />Photos<br />Presentations<br />eBooks<br />News Releases<br />
  20. 20. Publish Everywhere<br />
  21. 21. Create Great Content by Blogging<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  22. 22. Blogging Attracts More Links<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  23. 23. Blogging Attracts More Visitors<br />Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI<br />
  24. 24. 46% of companies who blog have gotten revenue<br />because of their blog.<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  25. 25. Most Business Blogs Post Weekly<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  26. 26. More Blogging Increases Results<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  27. 27. Inbound Marketing Workshop<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  28. 28. SEO Tips from Website Grader<br />Lessons from 2,345,619websites<br />
  29. 29. What drives SEO rank?<br />HubSpot.com/cartoons<br />
  30. 30. SEO = Context and Authority<br />Ranking Algorithm:f(n): Context + Authority<br />
  31. 31. Keywords & The Prosthodontist<br />
  32. 32. On-Page SEO (Context)<br /><ul><li> Page Title
  33. 33. Clean URL
  34. 34. Headers & Content
  35. 35. Description</li></li></ul><li>Authority is Determined by Links<br />
  36. 36. More & Better Content = Links<br />Source: Data from selected websites using www.WebsiteGrader.com<br />
  37. 37. Content is Useless w/o Links<br />Source: SEOMoz.org<br />
  38. 38. Where is Search Going?<br />
  39. 39. Where is Search Going?<br />
  40. 40. SEO in 2010 and Beyond<br />Ranking Algorithm:f(n): Context + Authority<br />+ Social Graph<br />
  41. 41. Inbound Marketing<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  42. 42. It’s NOT About You… Ever<br />HubSpot.com/cartoons<br />
  43. 43. Content Makes You Interesting<br />
  44. 44. Blogging Drives Social Success<br />Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh<br />
  45. 45. Make Sharing Easy<br />
  46. 46. What Gets Shared?<br />Rarely <br />Shared<br />Frequently<br />Shared<br /><ul><li> Product info
  47. 47. Product documentation
  48. 48. Company background
  49. 49. New market data
  50. 50. Educational content
  51. 51. Top-notch blog posts</li></li></ul><li>All Your Employees Are Marketers<br />
  52. 52. Empower Employees by Sharing Info<br />
  53. 53. Social Media = Leads and Sales<br />Source: survey of hundreds of businesses: HubSpot.com/ROI<br />
  54. 54. Inbound Marketing<br /> Create<br /> Optimize<br /> Promote<br /> Convert<br />
  55. 55. Never let website visitors guess what to do next.<br />
  56. 56. No Call to Action<br />
  57. 57. Good Homepage Call to Action<br />
  58. 58. Offer – WIIFM?<br />
  59. 59. Offer – WIIFM?<br />
  60. 60. Landing Pages Convert<br />
  61. 61. Inbound Marketing Summary<br />Convert<br />
  62. 62. Suggested Next Steps<br />Read the “Inbound Marketing” Book<br />Grade your website: www.WebsiteGrader.com<br />Additional Free Resources: www.HubSpot.com/marketing-hubs<br />
  63. 63. Q & A<br />These Slides: www.MikeVolpe.com/NEXPO<br />Free Trial: www.HubSpot.com<br />Mike Volpe<br />VP Marketing @HubSpot<br />Twitter: @mvolpe<br />

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