customer 2.0 - inbound marketing with insideview and customer think
TRANSCRIPT
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Inbound Marketing:Helping Customers to Find You
Mike Volpe
VP Marketing, HubSpot
Twitter: @mvolpe
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Marketing is Changing
1950 - 2000 2000 - 2050
@mvolpe
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Outbound Marketing@mvolpe
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
@mvolpe
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What’s Next in Marketing?
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web MarketingBook on Amazon
InboundBook.com
@mvolpe
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“If you have more money than brains, use
outbound marketing.If you have more brains
than money, use inbound marketing”
-- Guy Kawasaki
@mvolpe
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Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
@mvolpe
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Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
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Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
![Page 10: Customer 2.0 - Inbound Marketing with InsideView and Customer Think](https://reader035.vdocuments.mx/reader035/viewer/2022062513/554cee07b4c905ae138b497c/html5/thumbnails/10.jpg)
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
@mvolpe
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Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
@mvolpe
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46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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Inbound Marketing Workshop
Create
Optimize
Promote
Convert
@mvolpe
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SEO Tips from Website Grader
Lessons from 2,115,631 websites
@mvolpe
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SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
@mvolpe
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On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
@mvolpe
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Authority is Determined by Links@mvolpe
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Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
@mvolpe
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Where is Search Going?@mvolpe
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Where is Search Going?
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Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
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It’s NOT About You… Ever
HubSpot.com/cartoons
@mvolpe
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Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
@mvolpe
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Content Makes You Interesting@mvolpe
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Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
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Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
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Never let website visitors guess what to
do next.
@mvolpe
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No Call to Action@mvolpe
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Good Homepage Call to Action@mvolpe
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Offer – WIIFM?@mvolpe
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Offer – WIIFM?@mvolpe
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Inbound Marketing Summary
Optimize
Promote
Create
Convert
@mvolpe
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Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website: www.WebsiteGrader.com
• Additional Free Resources: www.HubSpot.com/marketing-hubs
@mvolpe