inbound marketing at opastco
DESCRIPTION
Social media has created a major stir in the marketing world. Some already have jumped in, while others still sit and watch at the sidelines. Some have found success, but most have not. Moreover, many are still sifting through trends versus truths. That's where Mike Volpe, HubSpot's vice president of inbound marketing can help. "Inbound marketing" occurs when you help your company "get found" by people shopping for the services you provide. After this interactive session, you will understand inbound marketing efforts. Topics will include search engine optimization, blogging, social media and landing pages. Presentation sponsored by Associated Network Partners, Inc.TRANSCRIPT
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Inbound Marketing OPASTCO Symposium – November 2009
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
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Marketing is Changing
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
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More Bad News…
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The Good News…
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Inbound Marketing
Blog SEO Social Media
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Inbound Gives Leverage
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Budget vs. Brains
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Questions to ask yourself...
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How am I expanding my online footprint?
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Am I publishingshare-worthy content?
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How can I start and join relevant
conversations?
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Stop thinking like amarketer or advertiser.
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Start thinking like apublisher and
socializer.
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Inbound Marketing
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Inbound Marketing
Publish
Promote
Optimize
Convert
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Target Content to Your Personas
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Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
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How Many Tickets Do You Have?
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More Content = More Links
22
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Publish Everywhere
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Re-Publish What You Have
• SolidWorks: 100+ Videos on Website
• Published on YouTube, No Promotion
• 10,000+ Views / Month
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1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
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What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog posts
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Make Sharing Easy
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Content Makes You Interesting
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Calls to Action – Blog Posts
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Landing Pages
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Track Your Conversion Rate
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Inbound Marketing Case Studies
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Case Study: Reynolds Golf Academy
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Results for Reynolds Golf
Monthly Traffic and Leads
Blog Subscribers
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Results for Reynolds Golf
• Increased traffic and lead volume by over 50x
• Accumulated over 300 blog subscribers
• Attracted 4,191 inbound links from over 230 domains
• The website's traffic rank has improved from 5.9 million to between 1 million and 2 million
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Case Study: Palomar Technologies
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Results for Palomar Technologies
Monthly Traffic
Google Referrers
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Results for Palomar Technologies
• Increased lead flow over 100%
• Increased organic search traffic more than 50%
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Case Study: Modative
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Results for Modative
Google Referrers
Blog Subscribers
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Results for Modative
• Increased organic search traffic more than 150%
• Increased lead flow and inquiries
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Case Study: Website Grader
• Free interactive tool
• 1.5 million URLs
• 40,000 inbound links
• 5,000 websites w/ badge & link
• 4,500 Del.icio.us bookmarks
• Great PR coverage (TechCrunch, RWW)
• 50,000+ visitors from StumbleUpon
• 100,000+ opt-in emails & leads
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Case Study: HubSpot TV
• Weekly video podcast
• 80-100 live viewers
• 1-2K views / episode
• Top 5 marketing podcast in iTunes
• 70,000 views in first year
• Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan
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Case Study: B2B Music Video
• 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
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Case Study: HubSpot Blog
• Top 3 source of leads
• ~10% visit company website
• ~10-20% lead conversion rate
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Blogging is Key for SEO and Social
25-30% of visitors from SEO• Google is 90% of our SEO traffic
20-25% of visitors from social media• Stumbleupon• Twitter• Facebook• Reddit• Delicious• Digg• LinkedIn• Friendfeed
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Analysis and Measurement
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Traffic
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Leads
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Sales
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…By Channel or Source
Visitors Leads Sales
SEO
SocialMedia
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Inbound Marketing Summary
Convert
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Additional Resources
• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/
• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/
• Media Social Marketing Kit• http://www.hubspot.com/social-media-marketing-kit
• Blog: http://Blog.HubSpot.com
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Next Steps
• Read “Inbound Marketing”
• Grade your website: www.WebsiteGrader.com
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Thank You / Q&A
Download Slides:www.MikeVolpe.com/OPASTCO
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
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http://www.youtube.com/watch?v=Q3yCB7AvvAk
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http://www.youtube.com/watch?v=4-lGe5MnBlY
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What’s HubSpot?
• Marketing software for SMBs
• Over 1,800 customers in 3 years
• 100+ employees, lots of MIT grads