VP Marketing HubSpot Twitter mvolpe SMEI Social Media Roadshow Feb 2009 Agenda Inbound vs Outbound Marketing Four Inbound Marketing Tips Outbound Marketing 8005551234 Annoying ID: 781926
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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
BlogSEO
Social Media
Slide5Rethinking Marketing
Outbound MarketingTelemarketingTrade showsDirect mailEmail blastsPrint adsTV/radio ads
Inbound MarketingSEO / SEM
Blogging
Social Media
RSS
Free tools / trials
PR / 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 WordpressHubSpot.blogspot.com – NO!HubSpot.typepad.com – NO!Blog.HubSpot.com – YesHubSpot.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 recommendationsA 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 communityAdd value to the communityAsk and answer questionsMore effective than live cocktail partiesNo boundaries of time or spaceOther 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
LeadsCustomersSEO5,289754
12
Blogging
834
72
3
Social Media
511
28
1
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 articlesGoogle is #1 traffic sourceOver 100% growth in past 12 monthsTraffic 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
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
Slide36Budget vs. Brains
Flickr: Refracted Moments
Flickr
:
Gaetoan
Lee
Slide37Thank You!
Mike VolpeVP MarketingHubSpot
Liked this presentation?Send me a testimonial:mvolpe@HubSpot.com
or LinkedIn or
Facebook
Slide38Additional 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/