Oms minneapolis-final-100626095312-phpapp01

  • View
    314

  • Download
    1

Embed Size (px)

DESCRIPTION

 

Transcript

Slide 1

Online Marketing SummitMinneapolis | June 25, 2010Integrated Inbound MarketingHow to use Google, Blogs & Social Media together to get found online.

Rick BurnesHubSpot1About Inbound MarketingSEOContentSocial MediaHow to Measure ItAgenda

SEOBloggingFlickr: nopiedraFlickr: Sachaverelle

Social MediaFlickr: davecobb Traditional Marketing (Outbound)

Marketing Today (Inbound)

Declining Traffic for Trade Pubs

But Were Now a Trade Pub!

Best Young Companies? Inbound.9

1950 - 20002000 - 2050Budget vs. Brains

Flickr: Refracted Moments

Flickr: Gaetoan Lee10

www.HubSpot.com/ROIMore:Why Inbound Is Cheaper

12

What Is Inbound Marketing?LeadsGet FoundPublishPromoteOptimize

ProcessToolsGet FoundContent MgmtBloggingSocial MediaSEOAnalytics

ConvertTestTargetNurture

Website VisitorsCustomersConvertOffers / CTAsLanding PagesEmailLead IntelligenceLead MgmtAnalytics

Social MediaBlogSEO

Flickr: Storm CryptSocial MediaBlogSEOAbout Inbound MarketingSEOContentSocial MediaHow to Measure ItAgendaHow Do You Get to the Top?

Pick Your Keyword Battles

Flick Photos: ExtraMedium & Simonstarr Fight for Ninja or Ninja Halloween CostumeTwo Sides of Optimization

On-PageOff-Page

How Do You Get Links?

Have something worth linking to.Blogging Means More Inbound Links

How Google Weighs OptimizationOff-page optimization is critical.On Page(25%)

Off Page(75%)

Flickr: Storm CryptBlogSEOAbout Inbound MarketingSEOContentSocial MediaHow to Measure ItAgenda

Website GradeGoogle Indexed PagesMonthly Unique Visitorswww.craigieonmain.com56996,000www.greenstreetgrill.com

2582,200Data from website.grader.com and compete.comThe Difference?

What Should You Write About?

(Holly Allison, VP, Marketing, Vico Software)(Larry Berezin, COO, NYC Parking Ticket, LLC)Content Attracts the Right PeopleNeil Diamond

Flick Photo: Marciela

BlogPodcastVideosPhotosPresentationseBooksNews ReleasesWhat Content Channels Are Best?

HubSpot.com/cartoons

Make emails into blog postsTurn forum posts into blog postsShoot videos at eventsInterview customers for your blogRepurpose company data for public reportsShare lessons you learnGet Into the Content Mindset

Flick Photo: CindiannAbout Inbound MarketingSEOContentSocial MediaHow to Measure ItAgendaSocial Media Is Now a Staple

Unmeasured Small scale No business impact But lots of fun Highly measurable Massive scale Major driver of leads, sales Still funFlickr: anitacanitaFlickr: sierravalleygirlPR, Social-Media Style

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 PR, Social-Media Style

Elapsed Time:50 MinutesSocial Media Drives LeadsHubSpot Social Media LeadsTwitter is largest category, at >40% of HubSpots total social media leads.

How to Get Started

Listen Listen More Build RelationshipsShare Your Content

39Start Listening

Places to listenSearch.Twitter.comgoogle.com/blogsearchTechnorati.comExisting blogsIndustry TwitterersTwitter.grader.com

Start Engaging

Facebook Discussions LinkedIn Answers Whats relevant in your industry?Share Your Content

42What Gets Shared?

Rarely SharedFrequentlyShared Product info Free trials Software documentation

New data Funny videos Top-notch blog postsBlogging Increases Twitter Reach

Social Media Is Now Part of SEOResults from Twitter

Flickr: Storm CryptSocial MediaBlogSEOAbout Inbound MarketingSEOContentSocial MediaHow to Measure ItAgendaAssess Search Engine Optimization

www.websitegrader.comTrack Blog Subscriptions

LeadsWebsite VisitorsCustomersTrack the Whole FunnelTrack the Funnel, by Channel

LeadsSEOCustomers

LeadsBlogCustomers

LeadsPaid MediaCustomersHow to Track Your FunnelTrack visitors.

How to Track Your FunnelTrack leads.

How to Track Your FunnelHow to Track Your FunnelTrack customers.

How to Track Your FunnelWhy Tracking Channels Is CriticalVisitorsLeadsConversionCustomersNet ConversionTwitter3,28955417%120.4%Facebook5047515%61.2%Stumbleupon511285%10.2%55Be Wary of Siloed Analysis

Be Wary of Siloed AnalysisFinal Thoughts Traditional Sales

Inbound Sales

Flickr: Storm CryptSocial MediaBlogSEOSalesCan You Put the Pieces Together?

d.j.k. on flickrHubSpot Puts the Pieces Together

63Connect with me:LinkedIn: www.linkedin.com/in/rickburnesTwitter: www.twitter.com/rickburnes Thank You!

Sign up for a free trial of HubSpot:www.hubspot.com/free-trial/

64