inbound marketing: ideas for getting found online through blogging, seo & social media jonah...
TRANSCRIPT
Inbound Marketing:
Ideas for getting found online through
blogging, seo & social media
Jonah LopinVP Customer Success
HubSpot
hi
Geek On Stage
Outbound Marketing
A bit about me…
What’s HubSpot?
• Marketing software for SMBs• Based in Cambridge (USA)
100(ish) employees
$17 $33 million funding
Started June, 2006
Customers Growth
What Downturn?
Dec-0
6
Feb-0
7
Apr-0
7
Jun-
07
Aug-0
7
Oct-0
7
Dec-0
7
Feb-0
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Apr-0
8
Jun-
08
Aug-0
8
Oct-0
8
Dec-0
8
Feb-0
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Apr-0
9
Jun-
09
Aug-0
9
Oct-0
90
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Outbound Marketing
Enough about me.Let’s talk about you.
Who loves getting marketed to?
Outbound marketing is about
pushing messages out.
800-555-1234AnnoyingSalesperson
The problem
Inbound is about pulling
people in.
Inbound Marketing: Get FoundInbound Marketing= getting found
Blog SEO Social Media
Outbound MarketingMake marketing about creativity not cash.
vs.
3X
As ye SEO, so shall ye reap.
Lessons from 1,694,367 websites.
Cracking The Google
Genetic Code
Beware the PPC morphine
drip.
Ranking Algorithm:f(n): Relevance + Authority
Keywords:Don’t pick a fight with a ninja.
(Unless you’re a ninja)
A Web Page (or blog article) By Any Other Name…
…may not rank as well
Page Title: ItsoSoft
Better.
Even better.
Fail.
To Rank Well, Get Powerful Links
Don’t forget the humans!
Building A Blog Following
Outbound Marketing
Step 1: You have to actually start.
But Jonah, I don’t know what to write about
Write for your personas
Put your blog
under a microscop
e
Blog Article Performance
10Wk 0 Wk 1 Wk 2 Wk 3
. . .
10
Wk 4 Wk 5 Wk 610 10 10 10 10 10
10 10 10 10 10 10
. . .
. . .10 10 10 10 10
. . .10 10 10 10
. . .10 10 10
. . .10 10
. . .10
20 30 40 50 60 70
$x
How much is a perpetuity
$x $x . . .
...)1()1()1( 32
r
x
r
x
r
xx
0 1ttr
x
r
x
t = 0 t = 1 t = 2
worth
10
Mo 0
10
Mo 1
10
Mo 2
10
Mo 3
. . .
visitsr
x000,1
%1
10
customervisit
customersvisits
000,6$0002.1000
200,1$
How much is a blog article’s
worth
lifetime traffic
If articles are so valuable, should we hire someone to
write them?
45
46
articles are not created equal
Craft content for the up-vote Make something
Are you share-worthy?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation• Salesy stuff
• New market data• Educational content• Humor/entertainment• Controversy
Don’t be afraid to polarize
Example: Outbound marketing harms kittens.
Outbound Marketing
Experiment with different types of
content.
No one cares about your coin collection. (yet.)
a few otherrandom tips
get your url right
make it easy to share
make it easy to subscribe
use rss headers & footers
make it easy to comment
help google help you
help google help you
write infectious titles •8 Marketing Tips From An Olympic Gold Medalist
•10 Leadership Lessons From Don Corleone
•7 Signs You Should Run Screaming From An SEO Consultant
make it easy to measure
Social Media
vs.
The
Phenomenon
Learning from Facebook Ads
Create a Fan Page & pipe in your blog.
Use Status Updates & Links for new articles.
twitter: Even normal people use it now.
Over 5 million users graded
Outbound Marketing
The basics:
1. Bio in Profile (76% fail)
2. Avatar3. Background4. Website Link (80% fail)
5. Location
How to get retweeted(and why it’s important)
ReTweets Use Longer Words
Asking For The ReTweet Works
Timing Is Everything
Dude, like
is for losers with like jobs and budgets and crap.
Give your articles a push
a few closing thoughts
Building a kick-butt
D.A.R.C.
Not having fun? You’re doing it wrong!
Be a marketing superhero.
Find your super power.
