Inbound Marketing:Social Media, SEO, Blogging & Analytics Together for Success

Mike Volpe

VP Marketing, HubSpot

Twitter: @mvolpe

Before We Start

• Twitter: @mvolpe

• Slides: www.MikeVolpe.com/NEXPO

• Share whatever, wherever!

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

The Good News…

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

The Great News…

Source: survey of hundreds of businesses: HubSpot.com/ROI

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

“If you have more money than brains, use

outbound marketing.If you have more brains

than money, use inbound marketing”

-- Guy Kawasaki

Questions to ask yourself...

Am I regularly creating new share-

worthy content?

Am I promoting my content

in social media conversations?

Am I optimizing my content for search and

social media?

Am I converting asmany visitors into

leads and sales as I can?

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and

socializer.

Inbound Marketing

Create

Optimize

Promote

Convert

Target Content to Your Personas

Kadient photo by: David Meerman Scott

Publish Everything

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

Publish Everywhere

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

46% of companies who blog have gotten

revenuebecause of their blog.

Source: survey of hundreds of businesses: HubSpot.com/ROI

Most Business Blogs Post Weekly

Source: survey of hundreds of businesses: HubSpot.com/ROI

More Blogging Increases Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Marketing Workshop

Create

Optimize

Promote

Convert

SEO Tips from Website Grader

Lessons from 2,345,619 websites

What drives SEO rank?

HubSpot.com/cartoons

SEO = Context and Authority

Ranking Algorithm:f(n): Context + Authority

Keywords & The Prosthodontist

On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

Authority is Determined by Links

More & Better Content = Links

Source: Data from selected websites using www.WebsiteGrader.com

Content is Useless w/o Links

Source: SEOMoz.org

Where is Search Going?

Where is Search Going?

SEO in 2010 and Beyond

Ranking Algorithm:f(n): Context + Authority

+ Social Graph

Inbound Marketing

Create

Optimize

Promote

Convert

It’s NOT About You… Ever

HubSpot.com/cartoons

Content Makes You Interesting

Blogging Drives Social Success

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Make Sharing Easy

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Product documentation• Company background

• New market data• Educational content• Top-notch blog posts

All Your Employees Are Marketers

Empower Employees by Sharing Info

Social Media = Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

Inbound Marketing

Create

Optimize

Promote

Convert

Never let website visitors guess what to

do next.

No Call to Action

Good Homepage Call to Action

Offer – WIIFM?

Offer – WIIFM?

Landing Pages Convert

Inbound Marketing Summary

Optimize

Promote

Create

Convert

Suggested Next Steps

• Read the “Inbound Marketing” Book

• Grade your website: www.WebsiteGrader.com

• Additional Free Resources: www.HubSpot.com/marketing-hubs

Q & A

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

These Slides: www.MikeVolpe.com/NEXPO

Free Trial: www.HubSpot.com