Inbound Marketing OPASTCO Symposium – November 2009
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Transcript of Inbound Marketing OPASTCO Symposium – November 2009
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Inbound Marketing OPASTCO Symposium – November 2009
Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe
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Marketing is Changing
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
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More Bad News…
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The Good News…
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Inbound Marketing
Blog SEO Social Media
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Inbound Gives Leverage
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Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
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Questions to ask yourself...
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How am I expanding my online footprint?
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Am I publishingshare-worthy content?
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How can I start and join relevant
conversations?
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Stop thinking like amarketer or advertiser.
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Start thinking like apublisher and
socializer.
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Inbound Marketing
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Inbound Marketing
Publish
Promote
Optimize
Convert
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Target Content to Your Personas
Kadient photo by: David Meerman Scott
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Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
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How Many Tickets Do You Have?
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22
More Content = More Links
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Publish Everywhere
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Re-Publish What You Have
• SolidWorks: 100+ Videos on Website• Published on YouTube, No Promotion• 10,000+ Views / Month
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1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
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What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog posts
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Make Sharing Easy
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Content Makes You Interesting
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Calls to Action – Blog Posts
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Landing Pages
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Track Your Conversion Rate
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Inbound Marketing Case Studies
Flickr: Gaetoan Lee
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Case Study: Reynolds Golf Academy
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Results for Reynolds Golf
Monthly Traffic and Leads
Blog Subscribers
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Results for Reynolds Golf
• Increased traffic and lead volume by over 50x
• Accumulated over 300 blog subscribers
• Attracted 4,191 inbound links from over 230 domains
• The website's traffic rank has improved from 5.9 million to between 1 million and 2 million
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Case Study: Palomar Technologies
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Results for Palomar Technologies
Monthly Traffic
Google Referrers
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Results for Palomar Technologies
• Increased lead flow over 100%
• Increased organic search traffic more than 50%
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Case Study: Movative
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Results for Modative
Google Referrers
Blog Subscribers
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Results for Modative
• Increased organic search traffic more than 150%
• Increased lead flow and inquiries
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Case Study: Website Grader
• Free interactive tool• 1.5 million URLs• 40,000 inbound links• 5,000 websites w/ badge & link• 4,500 Del.icio.us bookmarks• Great PR coverage (TechCrunch, RWW)• 50,000+ visitors from StumbleUpon• 100,000+ opt-in emails & leads
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Case Study: HubSpot TV
• Weekly video podcast• 80-100 live viewers• 1-2K views / episode• Top 5 marketing podcast in iTunes• 70,000 views in first year• Guests: MC Hammer, Biz Stone, David
Meerman Scott, Chris Brogan
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Case Study: B2B Music Video
• 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
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Case Study: HubSpot Blog
• Top 3 source of leads• ~10% visit company website• ~10-20% lead conversion rate
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Blogging is Key for SEO and Social
25-30% of visitors from SEO• Google is 90% of our SEO traffic
20-25% of visitors from social media• Stumbleupon• Twitter• Facebook• Reddit• Delicious• Digg• LinkedIn• Friendfeed
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Analysis and Measurement
Flickr: akisra
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Traffic
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Leads
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Sales
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…By Channel or Source
Visitors Leads Sales
SEO
SocialMedia
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Inbound Marketing Summary
SEO
Social
Content
Convert
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Additional Resources
• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/
• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/
• Social Media Marketing Kit• http://www.hubspot.com/social-media-marketing-kit
• Blog: http://Blog.HubSpot.com
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Next Steps
• Read “Inbound Marketing”
• Grade your website: www.WebsiteGrader.com
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Thank You / Q&ADownload Slides:www.MikeVolpe.com/OPASTCO
Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe
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What’s HubSpot?
• Marketing software for SMBs• Over 1,800 customers in 3 years• 100+ employees, lots of MIT grads