Inbound Marketing 101
description
Transcript of Inbound Marketing 101
Inbound Marketing 101
Mike VolpeVP Marketing
HubSpot Twitter: @mvolpe
PRSSA @ BU | 28 Feb 2009
Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips
• Careers & The Future of PR
Outbound Marketing
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Media
Rethinking MarketingOutbound Marketing• Telemarketing• Trade shows• Direct mail• Email blasts• Print ads• TV/radio ads
Inbound Marketing• SEO / SEM• Blogging• Social Media• RSS• Free tools / trials• PR / Buzz
Interruption Permission
Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips
Tip #1 – Publish, Don’t Advertise
“Think like a publisher”-- David Meerman Scott
Where do you get your news?
What to Publish?
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Where to Publish?
Biggest Blogging Mistake
Don’t Use a “free” URL from Blogspot,Typepad, or Wordpress
• HubSpot.blogspot.com – NO!• HubSpot.typepad.com – NO!
• Blog.HubSpot.com – Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes
Tip #2 – SEO
7,900,000,000(3,000+ per second)
25% of SEO = On Page• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
25% of SEO = On Page• Description
• Keywords
• Alt text on images
75% of SEO = Off Page• Recommendations from friends
1. “I know Mike Volpe”2. “Mike Volpe is a marketing expert”3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website
SEO Benefits of Blogging/Publishing
What would you link to?
1.5 million3.9 million
Tip #3 – Social Media
Flickr: chelmsfordpubliclibrary
“I’m too old to understandthis Social Media stuff.”
• Similar to a business cocktail reception
• Without constraints of time or space
Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community• Ask and answer questions
• More effective than live cocktail parties• No boundaries of time or space• Other people can listen in easily
Build Network - Keyword Search
Build Network - Engage Famous People
2,700 followers
1,200 followers
Promote Flattering Content
Using Twitter for PR
I will call you right now
Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
408 555-1234?
I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
Elapsed Time:50 Minutes
Tip #4 – Measurement / Case Studies
Flickr: noblelgnnoble
Internet Marketing Scorecard
Traffic, Leads and Customers
Visitors Leads Customers
SEO 5,289 754 12
Blogging 834 72 3
Social Media 511 28 1
Visitors from Blogging
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips
• Careers & The Future of PR
Career Advice
Start Inbound Marketing Yourself
Work at a Real Company, Not a PR Firm
The Future of PR
• More content creation
• More in-house
• More integration
• More measurement
Thank You!
Mike VolpeVP MarketingHubSpot
Liked this presentation?
Send me a testimonial:[email protected] LinkedIn or Facebook
Additional Free Info• SEO Webinar
• http://www.hubspot.com/archive/seo-101-webinar/
• Blogging Webinar• http://www.hubspot.com/archive/blog-webinar/
• Social Media Webinar• http://www.hubspot.com/archive/social-media-webinar/
Case Study: Publish What You Have• SolidWorks: 100+ Videos on Website• Published on YouTube, No Promotion• 10,000+ Views / Month
Case Study: HubSpot Blog• 2.5 years and ~400 articles
• Google is #1 traffic source• Over 100% growth in past 12 months
• Traffic on ~400 different words… Yesterday!
• First page ranking for ~400 keywords
Case Study: Twitter Grader• Promoted only on Twitter for free• Over 1,000,000 profiles graded to date• 50% of visitors from Twitter
Case Study: Will It Blend?
• Blog / Content• 74 videos• 2m YouTube channel views
• SEO• Page 1 for “blend”• 55,000 inbound links
• Social Media• 83,000 channel subscribers• Over 500 Facebook groups• 5 Digg front page stories
Case Study: Oughta Know Inbound Mktg
• Video• 40,000 views first week• 10,000 views first day
• Social Media• #1 source = StumbleUpon• #2 source = Twitter• #3 source = Facebook
• SEO• Page 1 for “inbound marketing”• 50+ inbound links to blog article