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Mapping Inbound Marketing:Combine Blogging, Social Media and SEO for Results
Mike VolpeVP Marketing, HubSpotTwitter: @mvolpe
Social Fresh - Portland, OR - March 29, 2010
@mvolpe
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What’s the Next Hairstyle?
SEO BloggingSocial MediaFlickr: nopiedra
Flickr: Sachaverelle
Flickr: davecobb
@mvolpe
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This Ain’t No Haircut!
WikipediaWikipedia
@mvolpe
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Flickr: WanderingtheWorld
Navigating a Complex Landscape@mvolpe
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Marketing is Changing
1950 - 2000 2000 - 2050
@mvolpe
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Outbound Marketing@mvolpe
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
@mvolpe
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The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
@mvolpe
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The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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“Best Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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“Worst Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
@mvolpe
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“If you have more money than brains, use
outbound marketing.If you have more brains
than money, use inbound marketing”
-- Guy Kawasaki
@mvolpe
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Questions to ask yourself...
@mvolpe
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Am I regularly creating new share-
worthy content?
@mvolpe
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Am I promoting my content
in social media conversations?
@mvolpe
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Am I optimizing my content for search and
social media?
@mvolpe
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Am I converting asmany visitors into
leads and sales as I can?
@mvolpe
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Stop thinking like amarketer or advertiser.
@mvolpe
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Start thinking like apublisher and
socializer.
@mvolpe
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Inbound Marketing Map
Social Media
Blog
SEO
Flickr: WanderingtheWorld
@mvolpe
Conversions
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Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
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Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
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Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
@mvolpe
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Publish Everywhere@mvolpe
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Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
@mvolpe
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Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
@mvolpe
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Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
@mvolpe
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46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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More Blogging Increases Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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Inbound Marketing Workshop
Create
Optimize
Promote
Convert
@mvolpe
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SEO Tips from Website Grader
Lessons from 2,115,631 websites
@mvolpe
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What drives SEO rank?
HubSpot.com/cartoons
@mvolpe
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SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
@mvolpe
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Keywords & The Prosthodontist
Image: http://www.thehumorousimage.com/
@mvolpe
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On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
@mvolpe
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Authority is Determined by Links@mvolpe
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More & Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com
@mvolpe
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Where is Search Going?@mvolpe
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Where is Search Going?
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Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
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It’s NOT About You… Ever
HubSpot.com/cartoons
@mvolpe
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Target Content to Your Personas
Kadient photo by: David Meerman Scott
@mvolpe
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Content Makes You Interesting@mvolpe
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Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
@mvolpe
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Make Sharing Easy@mvolpe
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What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Product documentation• Company background
• New market data• Educational content• Top-notch blog posts
@mvolpe
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Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
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Never let website visitors guess what to
do next.
@mvolpe
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Conversion Tips
Offer +Call to Action
Landing Page
@mvolpe
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Conversion Tips
Offer +Call to Action
• Value of offer• Visual design of
CTA• Text on CTA• Placement of CTA• Test & experiment
@mvolpe
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Offer – WIIFM?@mvolpe
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Offer – WIIFM?@mvolpe
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No Call to Action@mvolpe
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Good Homepage Call to Action@mvolpe
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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
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Conversion Tips
Landing Page
• Consistent with past steps
• Simple & clear• Short forms• Test & experiment
@mvolpe
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Limited Navigation@mvolpe
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Don’t Ask for Sensitive Info@mvolpe
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Keep It Short
32% Conversion
53% Conversion
@mvolpe
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Landing Page Tips
Tell people what they will get Limit distractions (navigation / links) Keep it short and simple Test to find the best
@mvolpe
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Inbound Marketing Summary
Optimize
PromoteCreate
Convert
@mvolpe
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How to Put All the Pieces Together?
d.j.k. on flickr
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HubSpot Puts the Pieces Together
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Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website: www.WebsiteGrader.com
• Additional Free Resources: www.HubSpot.com/marketing-hubs
@mvolpe
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Q & A
Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe
Free Trial: www.HubSpot.com/free-trial
These slides: www.MikeVolpe.com/sofresh