Inbound Marketing 101

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Inbound Marketing 101




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Presentations text content in Inbound Marketing 101

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Inbound Marketing 101

Mike VolpeVP MarketingHubSpot Twitter: @mvolpe

SMEI |Social Media Roadshow | Feb 2009

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Agenda

Inbound vs. Outbound MarketingFour Inbound Marketing Tips

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Outbound Marketing

800-555-1234

Annoying

Salesperson

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Inbound Marketing

BlogSEOSocial Media

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Rethinking Marketing

Outbound MarketingTelemarketingTrade showsDirect mailEmail blastsPrint adsTV/radio ads

Inbound MarketingSEO / SEMBloggingSocial MediaRSSFree tools / trialsPR / Buzz

Interruption

Permission

Slide6

Agenda

Inbound vs. Outbound MarketingFour Inbound Marketing Tips

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Tip #1 – Publish, Don’t Advertise

“Think like a publisher”

-- David Meerman Scott

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Where do you get your news?

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What to Publish?

BlogPodcastVideosPhotosPresentationseBooksNews Releases

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Where to Publish?

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Biggest Blogging Mistake

Don’t Use a “free” URL from

Blogspot

,

Typepad

, or

Wordpress

HubSpot.blogspot.com – NO!

HubSpot.typepad.com – NO!

Blog.HubSpot.com – Yes

HubSpot.com/Blog – Yes

SmallBusinessHub.com – Yes

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Tip #2 – SEO

7,900,000,000

(3,000+ per second)

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25% of SEO = On Page

Page Title

URL H1,H2,H3 tags Page Text Bold

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25% of SEO = On Page

Description

Keywords Alt text on images

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75% of SEO = Off Page

Recommendations from friends

“I know Mike Volpe”

“Mike Volpe is a marketing expert”

You trust the person saying this

Links are online recommendations

A link:

www.HubSpot.com

Anchor text:

Internet Marketing

Link is from a trusted website

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SEO Benefits of Blogging/Publishing

What would you link to?

1.5 million

3.9 million

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Tip #3 – Social Media

Flickr

:

chelmsfordpubliclibrary

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“I’m too old to understandthis Social Media stuff.”

Similar to a business cocktail receptionWithout constraints of time or space

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Social Media = Cocktail Party

Become a real member of the community

Add value to the community

Ask and answer questions

More effective than live cocktail parties

No boundaries of time or space

Other people can listen in easily

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Build Network - Keyword Search

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Build Network - Engage Famous People

2,700 followers

1,200 followers

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Promote Your Content

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Promote Flattering Content

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Using Twitter for PR

I will call you right now

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

408 555-1234?

I spoke about our use of social media for biz on 2 panels -

http://tinyurl.com/4v4cgh

AND

http://tinyurl.com/6943l9

Elapsed Time:

50 Minutes

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Tip #4 – Measurement / Case Studies

Flickr

:

noblelgnnoble

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Internet Marketing Scorecard

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Blog Subscribers & Visitors

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SEO Ranks

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Facebook Fans & Activity

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Traffic, Leads and Customers

Visitors

LeadsCustomersSEO5,28975412Blogging834723Social Media511281

Visitors from Blogging

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Case Study: Publish What You Have

SolidWorks: 100+ Videos on WebsitePublished on YouTube, No Promotion10,000+ Views / Month

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Case Study: HubSpot Blog

2.5 years and ~400 articles

Google is #1 traffic source

Over 100% growth in past 12 months

Traffic on ~400

different

words… Yesterday!

First page ranking for ~400 keywords

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Case Study: Twitter Grader

Promoted only on Twitter for freeOver 1,000,000 profiles graded to date50% of visitors from Twitter

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Case Study: Will It Blend?

Blog / Content74 videos2m YouTube channel viewsSEOPage 1 for “blend”55,000 inbound linksSocial Media83,000 channel subscribersOver 500 Facebook groups5 Digg front page stories

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Case Study: Oughta Know Inbound Mktg

Video40,000 views first week10,000 views first daySocial Media#1 source = StumbleUpon#2 source = Twitter#3 source = FacebookSEOPage 1 for “inbound marketing”50+ inbound links to blog article

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Budget vs. Brains

Flickr

: Refracted Moments

Flickr

:

Gaetoan

Lee

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Thank You!

Mike VolpeVP MarketingHubSpot

Liked this presentation?Send me a testimonial:mvolpe@HubSpot.comor LinkedIn or Facebook

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Additional Free Info

SEO Webinar

http://www.hubspot.com/archive/seo-101-webinar/

Blogging Webinar

http://www.hubspot.com/archive/blog-webinar/

Social Media Webinar

http://www.hubspot.com/archive/social-media-webinar/


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