The Future of Marketingis Inbound Marketing
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
More Bad News…
The Good News…
Inbound Marketing
Blog SEO Social Media
Inbound Gives Leverage
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
NY Parking Tickets
Blogging + SEO + Social Media• 7x more website
visitors• 25x more visitors
from Google• 8x more links to
website
Website Visitors
Music Videos
• 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
BlendTec - Will It Blend?
Videos + Social Media• 55,000 inbound links• 83,000 YouTube
subscribers• 500+ Facebook groups• 5 Digg front page
stories• 3x Sales Increase
Questions to ask yourself...
How am I expanding my online footprint?
Am I publishingshare-worthy content?
How can I start and join relevant
conversations?
Am I presenteverywhere that peoplediscuss my industry?
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
Some Ideas…
Flickr: Gaetoan Lee
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Publish Everywhere
Target Content to Your Personas
Kadient photo by: David Meerman Scott
1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog posts
Make Sharing Easy
Twitter for Customer Service
http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
Social Media is Personal
Are you going to let Comcast
provide morepersonal
service than you do?
What about Best Buy?
1-1 Personal Service & Advice
Home Depot on Facebook
Personal Profile vs. Business Page
• Set up a Personal Profile first and then create a Business Page that you will administer
• Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)
Create an Engaging Presence
• Events• Videos• Discussions• Photos• Blog Articles
Go Viral – Leverage News Feed
• News Feed shows updates on your and your friends’ activity
• First thing you see when you log in
• Your updates show on your profile “Wall”
• Allow users to engage with you – each activity is shared with their network
Draw on Your Network
Twitter.Grader.com Keyword Search
Search.Twitter.com
Optimize for Search
• Facebook Search• Based on # Fans
• Public Search• Check your settings
Advertise on Facebook
http://www.facebook.com/advertising/
Note: You must be logged in to create an ad
Measure Friends, Fans, Activity
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/twitter-marketing-hub/
• Blog: http://Blog.HubSpot.com
Thank You!
Today’s slides & more resources:www.MikeVolpe.com/BrandSource
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
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