inbound marketing 101

Inbound Marketing 101

Mike VolpeVP Marketing

HubSpot Twitter: @mvolpe

SMEI |Social Media Roadshow | Feb 2009

Agenda

• Inbound vs. Outbound Marketing

• Four Inbound Marketing Tips

Outbound Marketing

800-555-1234AnnoyingSalesperson

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

Inbound Marketing

Blog SEO Social Media

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Rethinking MarketingOutbound Marketing• Telemarketing• Trade shows• Direct mail• Email blasts• Print ads• TV/radio ads

Inbound Marketing• SEO / SEM• Blogging• Social Media• RSS• Free tools / trials• PR / Buzz

Interruption Permission

Agenda

• Inbound vs. Outbound Marketing

• Four Inbound Marketing Tips

Tip #1 – Publish, Don’t Advertise

“Think like a publisher”-- David Meerman Scott

http://images.google.com/imgres?imgurl=http://pr20.files.wordpress.com/2007/08/final_nrmpr_cover.jpg&imgrefurl=http://pr20.wordpress.com/2007/08/13/the-new-rules-of-pr-and-marketing/&h=685&w=434&sz=26&hl=en&start=4&sig2=K8izb__steTBuMOhTlKcOA&um=1&tbnid=bTdJmhmek9Gv4M:&tbnh=139&tbnw=88&ei=TfphR9fJKZaigAKnx4mLDg&prev=/images?q=new+rules+of+marketing&svnum=10&um=1&hl=en&rls=com.microsoft:*:IE-SearchBox&rlz=1I7LENT&sa=N

Where do you get your news?

What to Publish?

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

Where to Publish?

http://groups.google.com/

http://en.wikipedia.org/wiki/Image:Yelplogo.gif

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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


Tip #2 – SEO

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

25% of SEO = On Page• Page Title

• URL

• H1,H2,H3 tags

• Page Text• Bold

25% of SEO = On Page• Description

• Keywords

• Alt text on images

75% of SEO = Off Page• Recommendations from friends

1. “I know Mike Volpe”2. “Mike Volpe is a marketing expert”3. You trust the person saying this

• Links are online recommendations

1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website

http://www.hubspot.com/

http://www.hubspot.com/

SEO Benefits of Blogging/Publishing

What would you link to?

1.5 million3.9 million


Tip #3 – Social Media

Flickr: chelmsfordpubliclibrary

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

• Similar to a business cocktail reception

• Without constraints of time or space

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


Build Network - Keyword Search

Build Network - Engage Famous People

2,700 followers

1,200 followers

Promote Your Content

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Promote Flattering Content

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

http://tinyurl.com/4v4cgh

http://tinyurl.com/6943l9

Tip #4 – Measurement / Case Studies

Flickr: noblelgnnoble

Internet Marketing Scorecard

Blog Subscribers & Visitors

SEO Ranks

Facebook Fans & Activity

Traffic, Leads and Customers

Visitors Leads Customers

SEO 5,289 754 12

Blogging 834 72 3

Social Media 511 28 1

Visitors from Blogging

Case Study: Publish What You Have• SolidWorks: 100+ Videos on Website• Published on YouTube, No Promotion• 10,000+ Views / Month


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


Case Study: Twitter Grader• Promoted only on Twitter for free• Over 1,000,000 profiles graded to date• 50% of visitors from Twitter


Case Study: Will It Blend?

• Blog / Content• 74 videos• 2m YouTube channel views

• SEO• Page 1 for “blend”• 55,000 inbound links

• Social Media• 83,000 channel subscribers• Over 500 Facebook groups• 5 Digg front page stories


Case Study: Oughta Know Inbound Mktg

• Video• 40,000 views first week• 10,000 views first day

• Social Media• #1 source = StumbleUpon• #2 source = Twitter• #3 source = Facebook

• SEO• Page 1 for “inbound marketing”• 50+ inbound links to blog article


Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

Thank You!

Mike VolpeVP MarketingHubSpot

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Send me a testimonial:[email protected] LinkedIn or Facebook

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/

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

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

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


inbound marketing 101

Documents

inbound marketing tipstip

use of social media

social media flickr

social media strategies

marketing expert

page stories

page recommendations

page ranking