Inbound Marketing 101 Mike Volpe

Inbound Marketing 101 Mike Volpe - Description

VP . Marketing. HubSpot. Twitter: . @. mvolpe. SMEI |Social Media . Roadshow. | Feb 2009. Agenda. Inbound vs. Outbound Marketing. Four Inbound Marketing Tips. Outbound Marketing. 800-555-1234. Annoying. ID: 781926 Download

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Inbound Marketing 101 Mike Volpe

VP . Marketing. HubSpot. Twitter: . @. mvolpe. SMEI |Social Media . Roadshow. | Feb 2009. Agenda. Inbound vs. Outbound Marketing. Four Inbound Marketing Tips. Outbound Marketing. 800-555-1234. Annoying.

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Presentation on theme: "Inbound Marketing 101 Mike Volpe"— Presentation transcript:

Slide1

Inbound Marketing 101

Mike VolpeVP MarketingHubSpot Twitter: @mvolpe

SMEI |Social Media Roadshow | Feb 2009

Slide2

Agenda

Inbound vs. Outbound MarketingFour Inbound Marketing Tips

Slide3

Outbound Marketing

800-555-1234

Annoying

Salesperson

Slide4

Inbound Marketing

BlogSEO

Social Media

Slide5

Rethinking Marketing

Outbound MarketingTelemarketingTrade showsDirect mailEmail blastsPrint adsTV/radio ads

Inbound MarketingSEO / SEM

Blogging

Social Media

RSS

Free tools / trials

PR / Buzz

Interruption

Permission

Slide6

Agenda

Inbound vs. Outbound MarketingFour Inbound Marketing Tips

Slide7

Tip #1 – Publish, Don’t Advertise

“Think like a publisher”-- David Meerman Scott

Slide8

Where do you get your news?

Slide9

What to Publish?

BlogPodcastVideosPhotosPresentationseBooksNews Releases

Slide10

Where to Publish?

Slide11

Biggest Blogging Mistake

Don’t Use a “free” URL from Blogspot,Typepad, or WordpressHubSpot.blogspot.com – NO!HubSpot.typepad.com – NO!Blog.HubSpot.com – YesHubSpot.com/Blog – Yes

SmallBusinessHub.com – Yes

Slide12

Tip #2 – SEO

7,900,000,000(3,000+ per second)

Slide13

25% of SEO = On Page

Page Title URL H1,H2,H3 tags

Page Text Bold

Slide14

25% of SEO = On Page

Description Keywords

Alt text on images

Slide15

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 recommendationsA link: www.HubSpot.com

Anchor text:

Internet Marketing

Link is from a trusted website

Slide16

SEO Benefits of Blogging/Publishing

What would you link to?1.5 million

3.9 million

Slide17

Tip #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

Slide19

Social Media = Cocktail Party

Become a real member of the communityAdd value to the communityAsk and answer questionsMore effective than live cocktail partiesNo boundaries of time or spaceOther people can listen in easily

Slide20

Build Network - Keyword Search

Slide21

Build Network - Engage Famous People

2,700 followers

1,200 followers

Slide22

Promote Your Content

Slide23

Promote Flattering Content

Slide24

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

Slide25

Tip #4 – Measurement / Case Studies

Flickr: noblelgnnoble

Slide26

Internet Marketing Scorecard

Slide27

Blog Subscribers & Visitors

Slide28

SEO Ranks

Slide29

Facebook Fans & Activity

Slide30

Traffic, Leads and Customers

Visitors

LeadsCustomersSEO5,289754

12

Blogging

834

72

3

Social Media

511

28

1

Visitors from Blogging

Slide31

Case Study: Publish What You Have

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

Slide32

Case Study: HubSpot Blog

2.5 years and ~400 articlesGoogle is #1 traffic sourceOver 100% growth in past 12 monthsTraffic on ~400 different words… Yesterday!First page ranking for ~400 keywords

Slide33

Case Study: Twitter Grader

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

Slide34

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

Slide35

Case Study: Oughta Know Inbound

MktgVideo40,000 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

Slide36

Budget vs. Brains

Flickr: Refracted Moments

Flickr

:

Gaetoan

Lee

Slide37

Thank You!

Mike VolpeVP MarketingHubSpot

Liked this presentation?Send me a testimonial:mvolpe@HubSpot.com

or LinkedIn or

Facebook

Slide38

Additional Free Info

SEO Webinarhttp://www.hubspot.com/archive/seo-101-webinar/Blogging Webinarhttp://www.hubspot.com/archive/blog-webinar/Social Media Webinarhttp://www.hubspot.com/archive/social-media-webinar/