Presentations text content in Inbound Marketing 101
Slide1
Inbound Marketing 101
Mike VolpeVP MarketingHubSpot Twitter: @mvolpe
SMEI |Social Media Roadshow | Feb 2009
Slide2Agenda
Inbound vs. Outbound MarketingFour Inbound Marketing Tips
Slide3Outbound Marketing
800-555-1234
Annoying
Salesperson
Slide4Inbound Marketing
BlogSEOSocial Media
Slide5Rethinking Marketing
Outbound MarketingTelemarketingTrade showsDirect mailEmail blastsPrint adsTV/radio ads
Inbound MarketingSEO / SEMBloggingSocial MediaRSSFree tools / trialsPR / Buzz
Interruption
Permission
Slide6Agenda
Inbound vs. Outbound MarketingFour Inbound Marketing Tips
Slide7Tip #1 – Publish, Don’t Advertise
“Think like a publisher”
-- David Meerman Scott
Slide8Where do you get your news?
Slide9What to Publish?
BlogPodcastVideosPhotosPresentationseBooksNews Releases
Slide10Where to Publish?
Slide11Biggest 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
Slide12Tip #2 – SEO
7,900,000,000
(3,000+ per second)
Slide1325% of SEO = On Page
Page Title
URL H1,H2,H3 tags Page Text Bold
Slide1425% of SEO = On Page
Description
Keywords Alt text on images
Slide1575% 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
Slide16SEO Benefits of Blogging/Publishing
What would you link to?
1.5 million
3.9 million
Slide17Tip #3 – Social Media
Flickr
:
chelmsfordpubliclibrary
Slide18“I’m too old to understandthis Social Media stuff.”
Similar to a business cocktail receptionWithout constraints of time or space
Slide19Social 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
Slide20Build Network - Keyword Search
Slide21Build Network - Engage Famous People
2,700 followers
1,200 followers
Slide22Promote Your Content
Slide23Promote Flattering Content
Slide24Using 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
Slide25Tip #4 – Measurement / Case Studies
Flickr
:
noblelgnnoble
Slide26Internet Marketing Scorecard
Slide27Blog Subscribers & Visitors
Slide28SEO Ranks
Slide29Facebook Fans & Activity
Slide30Traffic, Leads and Customers
Visitors
LeadsCustomersSEO5,28975412Blogging834723Social Media511281
Visitors from Blogging
Slide31Case Study: Publish What You Have
SolidWorks: 100+ Videos on WebsitePublished on YouTube, No Promotion10,000+ Views / Month
Slide32Case 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
Slide33Case Study: Twitter Grader
Promoted only on Twitter for freeOver 1,000,000 profiles graded to date50% of visitors from Twitter
Slide34Case 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
Slide35Case 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
Slide36Budget vs. Brains
Flickr
: Refracted Moments
Flickr
:
Gaetoan
Lee
Slide37Thank You!
Mike VolpeVP MarketingHubSpot
Liked this presentation?Send me a testimonial:mvolpe@HubSpot.comor LinkedIn or Facebook
Slide38Additional 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/
Inbound Marketing 101
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