Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin...

87
Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot

Transcript of Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin...

Page 1: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Inbound Marketing:

Ideas for getting found online through

blogging, seo & social media

Jonah LopinVP Customer Success

HubSpot

Page 2: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

hi

Page 3: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Geek On Stage

Page 4: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Outbound Marketing

A bit about me…

Page 5: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 6: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

What’s HubSpot?

• Marketing software for SMBs• Based in Cambridge (USA)

Page 7: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

100(ish) employees

$17 $33 million funding

Started June, 2006

Page 8: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Customers Growth

What Downturn?

Dec-0

6

Feb-0

7

Apr-0

7

Jun-

07

Aug-0

7

Oct-0

7

Dec-0

7

Feb-0

8

Apr-0

8

Jun-

08

Aug-0

8

Oct-0

8

Dec-0

8

Feb-0

9

Apr-0

9

Jun-

09

Aug-0

9

Oct-0

90

200

400

600

800

1000

1200

1400

1600

1800

Page 9: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Outbound Marketing

Enough about me.Let’s talk about you.

Page 10: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Who loves getting marketed to?

Page 11: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Outbound marketing is about

pushing messages out.

Page 13: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Inbound is about pulling

people in.

Page 15: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Outbound MarketingMake marketing about creativity not cash.

vs.

Page 16: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

3X

Page 17: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

As ye SEO, so shall ye reap.

Page 18: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Lessons from 1,694,367 websites.

Page 19: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Cracking The Google

Genetic Code

Page 20: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 21: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Beware the PPC morphine

drip.

Page 22: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Ranking Algorithm:f(n): Relevance + Authority

Page 23: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Keywords:Don’t pick a fight with a ninja.

(Unless you’re a ninja)

Page 24: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

A Web Page (or blog article) By Any Other Name…

…may not rank as well

Page 25: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Page Title: ItsoSoft

Page 26: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Better.

Page 27: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Even better.

Page 28: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Fail.

Page 29: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

To Rank Well, Get Powerful Links

Page 30: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Don’t forget the humans!

Page 31: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 32: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Building A Blog Following

Page 33: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Outbound Marketing

Step 1: You have to actually start.

Page 34: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

But Jonah, I don’t know what to write about

Page 35: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 36: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 37: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 38: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Write for your personas

Page 39: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Put your blog

under a microscop

e

Page 40: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Blog Article Performance

Page 41: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

10Wk 0 Wk 1 Wk 2 Wk 3

. . .

10

Wk 4 Wk 5 Wk 610 10 10 10 10 10

10 10 10 10 10 10

. . .

. . .10 10 10 10 10

. . .10 10 10 10

. . .10 10 10

. . .10 10

. . .10

20 30 40 50 60 70

Page 42: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

$x

How much is a perpetuity

$x $x . . .

...)1()1()1( 32

r

x

r

x

r

xx

0 1ttr

x

r

x

t = 0 t = 1 t = 2

worth

Page 43: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

10

Mo 0

10

Mo 1

10

Mo 2

10

Mo 3

. . .

visitsr

x000,1

%1

10

customervisit

customersvisits

000,6$0002.1000

200,1$

How much is a blog article’s

worth

lifetime traffic

Page 44: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

If articles are so valuable, should we hire someone to

write them?

Page 45: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

45

Page 46: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

46

articles are not created equal

Page 47: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Craft content for the up-vote Make something

Page 48: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Are you share-worthy?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation• Salesy stuff

• New market data• Educational content• Humor/entertainment• Controversy

Page 49: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Don’t be afraid to polarize

Page 50: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Example: Outbound marketing harms kittens.

Page 51: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Outbound Marketing

Experiment with different types of

content.

Page 52: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 53: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 54: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 55: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 56: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

No one cares about your coin collection. (yet.)

Page 57: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

a few otherrandom tips

Page 58: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

get your url right

Page 59: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

make it easy to share

Page 60: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

make it easy to subscribe

Page 61: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

use rss headers & footers

Page 62: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

make it easy to comment

Page 63: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

help google help you

Page 64: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

help google help you

Page 65: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

write infectious titles •8 Marketing Tips From An Olympic Gold Medalist

•10 Leadership Lessons From Don Corleone

•7 Signs You Should Run Screaming From An SEO Consultant

Page 66: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

make it easy to measure

Page 67: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Social Media

Page 68: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

vs.

Page 69: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

The

Phenomenon

Page 70: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Learning from Facebook Ads

Page 71: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Create a Fan Page & pipe in your blog.

Use Status Updates & Links for new articles.

Page 72: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

twitter: Even normal people use it now.

Page 73: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Over 5 million users graded

Page 74: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Outbound Marketing

The basics:

1. Bio in Profile (76% fail)

2. Avatar3. Background4. Website Link (80% fail)

5. Location

Page 75: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

How to get retweeted(and why it’s important)

Page 76: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

ReTweets Use Longer Words

Page 77: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Asking For The ReTweet Works

Page 78: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Timing Is Everything

Page 79: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Dude, like

is for losers with like jobs and budgets and crap.

Page 80: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 81: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Give your articles a push

Page 82: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.
Page 83: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

a few closing thoughts

Page 84: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Building a kick-butt

D.A.R.C.

Page 85: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Not having fun? You’re doing it wrong!

Page 86: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Be a marketing superhero.

Find your super power.

Page 87: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.

Please send feedback:

@jlopin

[email protected]