Mapping Inbound Marketing: Combine Blogging, Social Media and SEO for Results

68
Mapping Inbound Marketing: Combine Blogging, Social Media and SEO for Results Mike Volpe VP Marketing, HubSpot Twitter: @mvolpe Social Fresh - Portland, OR - March 29, 2010 @mvolpe

description

@ mvolpe. Mapping Inbound Marketing: Combine Blogging, Social Media and SEO for Results. Social Fresh - Portland, OR - March 29, 2010. Mike Volpe VP Marketing, HubSpot Twitter: @ mvolpe. @ mvolpe. What’s the Next Hairstyle?. Flickr: davecobb . Flickr: nopiedra. Social Media. S E O. - PowerPoint PPT Presentation

Transcript of Mapping Inbound Marketing: Combine Blogging, Social Media and SEO for Results

Mapping Inbound Marketing:Combine Blogging, Social Media and SEO for Results

Mike VolpeVP Marketing, HubSpotTwitter: @mvolpe

Social Fresh - Portland, OR - March 29, 2010

@mvolpe

What’s the Next Hairstyle?

SEO BloggingSocial MediaFlickr: nopiedra

Flickr: Sachaverelle

Flickr: davecobb

@mvolpe

This Ain’t No Haircut!

WikipediaWikipedia

@mvolpe

Flickr: WanderingtheWorld

Navigating a Complex Landscape@mvolpe

Marketing is Changing

1950 - 2000 2000 - 2050

@mvolpe

Outbound Marketing@mvolpe

The Good News…

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

Top 5 Web Marketing Book on Amazon

InboundBook.com

@mvolpe

The Great News…

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

@mvolpe

“Best Things” from 2009

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

@mvolpe

“Worst Things” from 2009

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

@mvolpe

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

@mvolpe

“If you have more money than brains, use

outbound marketing.If you have more brains

than money, use inbound marketing”

-- Guy Kawasaki

@mvolpe

Questions to ask yourself...

@mvolpe

Am I regularly creating new share-

worthy content?

@mvolpe

Am I promoting my content

in social media conversations?

@mvolpe

Am I optimizing my content for search and

social media?

@mvolpe

Am I converting asmany visitors into

leads and sales as I can?

@mvolpe

Stop thinking like amarketer or advertiser.

@mvolpe

Start thinking like apublisher and

socializer.

@mvolpe

Inbound Marketing Map

Social Media

Blog

SEO

Flickr: WanderingtheWorld

@mvolpe

Conversions

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

Publish Everything

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

@mvolpe

Create Great Content by Blogging

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

@mvolpe

Blogging Attracts More Links

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

@mvolpe

Blogging Attracts More Visitors

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

@mvolpe

46% of companies who blog have gotten

revenuebecause of their blog.

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

@mvolpe

Most Business Blogs Post Weekly

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

@mvolpe

More Blogging Increases Results

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

@mvolpe

Inbound Marketing Workshop

Create

Optimize

Promote

Convert

@mvolpe

SEO Tips from Website Grader

Lessons from 2,115,631 websites

@mvolpe

What drives SEO rank?

HubSpot.com/cartoons

@mvolpe

SEO = Context and Authority

Ranking Algorithm:f(n): Context + Authority

@mvolpe

Keywords & The Prosthodontist

Image: http://www.thehumorousimage.com/

@mvolpe

On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

@mvolpe

Authority is Determined by Links@mvolpe

More & Better Content = Links

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

@mvolpe

Where is Search Going?@mvolpe

Where is Search Going?

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

It’s NOT About You… Ever

HubSpot.com/cartoons

@mvolpe

Target Content to Your Personas

Kadient photo by: David Meerman Scott

@mvolpe

Content Makes You Interesting@mvolpe

Blogging Drives Social Success

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

@mvolpe

Make Sharing Easy@mvolpe

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Product documentation• Company background

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

@mvolpe

Social Media = Leads and Sales

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

@mvolpe

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

Never let website visitors guess what to

do next.

@mvolpe

Conversion Tips

Offer +Call to Action

Landing Page

@mvolpe

Conversion Tips

Offer +Call to Action

• Value of offer• Visual design of

CTA• Text on CTA• Placement of CTA• Test & experiment

@mvolpe

Offer – WIIFM?@mvolpe

Offer – WIIFM?@mvolpe

No Call to Action@mvolpe

Good Homepage Call to Action@mvolpe

Offer and Calls to Action Tips

Offers need to have value Use CTAs everywhere Test to find the best CTA / offer• Offer, colors, text, size, place

Make the next step obvious and easy

@mvolpe

Conversion Tips

Landing Page

• Consistent with past steps

• Simple & clear• Short forms• Test & experiment

@mvolpe

Limited Navigation@mvolpe

Don’t Ask for Sensitive Info@mvolpe

Keep It Short

32% Conversion

53% Conversion

@mvolpe

Landing Page Tips

Tell people what they will get Limit distractions (navigation / links) Keep it short and simple Test to find the best

@mvolpe

Inbound Marketing Summary

Optimize

PromoteCreate

Convert

@mvolpe

How to Put All the Pieces Together?

d.j.k. on flickr

HubSpot Puts the Pieces Together

Suggested Next Steps

• Read the “Inbound Marketing” Book

• Grade your website: www.WebsiteGrader.com

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

@mvolpe

Q & A

Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe

Free Trial: www.HubSpot.com/free-trial

These slides: www.MikeVolpe.com/sofresh