Inbound Marketing 101 June 2009 Workshop

Inbound Marketing 101

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

CIC – June 24, 2009

Jonah Lopin

VP Customers @HubSpot

Twitter: @jlopin

http://images.google.com/imgres?imgurl=http://s3.amazonaws.com/twitter_production/profile_images/59893421/jbl_bigger.jpg&imgrefurl=http://twitter.com/jlopin&usg=__de1natDz5qrLAw_Rw_XeeJwwPNY=&h=73&w=73&sz=2&hl=en&start=6&sig2=W0CPvU41ximP46oDYcoGyg&um=1&tbnid=OvYC3ZWYaM_EfM:&tbnh=70&tbnw=70&prev=/images?q=jonah+lopin&hl=en&rls=com.microsoft:en-us&sa=N&um=1&ei=QmtBStCbC43olAeviMmvCQ

2

Threat and Opportunity

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalesperson

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http://www.apple.com/pr/products/ipod/08classic_front_agreement.html

5

The Bad News…

6

The Good News…

Inbound Marketing

Blog SEO Social Media

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8

Inbound Gives Leverage

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

Inbound Marketing

Convert

Get Found

Get Found• Publish• Promote• Optimize

Convert• Test• Target• Nurture

Process Tools

Get Found• Content Mgmt• Blogging• Social Media• SEO• Analytics

Convert• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics

11

Agenda

Publish

Promote

Optimize

Publish

Flickr: Annie Mole

What to Publish?

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

Where to Publish?

http://images.google.com/imgres?imgurl=http://images.pcworld.com/reviews/graphics/products/imported/30371_g1.jpg&imgrefurl=http://www.pcworld.com/product/specs/id,30371/revver.html&h=207&w=275&sz=5&hl=en&start=3&sig2=NBF_f60sTyhcRFWPNRjz6Q&um=1&tbnid=P8A35DPe6ADS-M:&tbnh=86&tbnw=114&ei=jrubSNzSHaGceuSN8MUF&prev=/images?q=revver&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

http://groups.google.com/

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

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Target Content to Your Personas

Kadient photo by: David Meerman Scott

A Word of Caution

• Writing for your personas DOES NOT mean writing about the products and services you sell them

• Write about the things they want to learn about

3 Keys to Blog Success

Biggest Blogging Mistake

A “free” URL from Blogspot or Typepad• HubSpot.blogspot.com – NO!• HubSpot.typepad.com – NO!

• Blog.HubSpot.com – Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes

Blog Frequency

• Steady readership?• At least weekly, more is better.

• SEO focused?• Frequency is less important.

Blog Topic Ideas

List of 5 ideas, trends or thoughts

Publish a list of links

Take a recent experience and share it

Answer questions you received recently

Comment on other blog articles

Turn a press release into a blog article

Check your email outbox

Promote Your Content

Flickr: ClintJCL

It’s Not Your Daughter’s Social Media

Social Media = Networking

• 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

Promote Your Content

http://www.linkedin.com/?trk=hb_logo

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25

Volunteer?Hands On

http://Twitter.Grader.com

Build Network - Keyword Search

Hands On

http://Search.Twitter.com

27

Hands On

28

Volunteer?Hands On

http://Facebook.Grader.com

Network w/ Famous People

10,000 followers

2,000 followers

30

LinkedIn Answers

31

LinkedIn Groups

Optimize

33

Pick Your Keyword Battles

vs.

Flickr: SimonstarrFlickr: Extra Medium

SEO

On-Page Off-Page

On-Page SEO

• Page Title

• Clean URL

• Headers & Content

• Description

SEO = Off-Page SEO

• Recommendations from friends1. “I know HubSpot”2. “HubSpot 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/

37

Volunteer?Hands On

http://Website.Grader.com

Inbound Marketing Measurement

Flickr: noblelgnnoble

Subscribers & Visitors

Blog Article Performance

SEO Rankings

Traffic, Leads and Customers

Visitors Leads Customers

SEO 5,289 754 12

Blogging 834 72 3

Social Media 511 28 1

Visitors from Twitter

Thank You!

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

www.HubSpot.com/free-trial

Jonah Lopin

VP Customers @HubSpot

Twitter: @jlopin

http://images.google.com/imgres?imgurl=http://s3.amazonaws.com/twitter_production/profile_images/59893421/jbl_bigger.jpg&imgrefurl=http://twitter.com/jlopin&usg=__de1natDz5qrLAw_Rw_XeeJwwPNY=&h=73&w=73&sz=2&hl=en&start=6&sig2=W0CPvU41ximP46oDYcoGyg&um=1&tbnid=OvYC3ZWYaM_EfM:&tbnh=70&tbnw=70&prev=/images?q=jonah+lopin&hl=en&rls=com.microsoft:en-us&sa=N&um=1&ei=QmtBStCbC43olAeviMmvCQ

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