Post on 09-May-2015
description
Mapping the Inbound Marketing Ecosystem
How to use Google, blogs and social media to get found online.
Rick Burnes
Twitter: @rickburnes
February 8, 2009
Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
What’s the Next Marketing Hairstyle?
3
SEO
Flickr: nopiedra
Flickr: Sachaverelle
Flickr: davecobb
This Ain’t No Haircut!
4
WikipediaWikipedia
How Do You Navigate a Complex Landscape? A Map!
5
Flickr: WanderingtheWorld
Traditional Marketing (Outbound)
6
Marketing Today (Inbound)
7
How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
88
Budget vs. Brains
Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee
Outbound Is Expensive
10
Inbound Is Cheaper
Why Inbound Is Cheaper
What Is Inbound Marketing?
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Website Visitors
13
Leads
• SEO
• Analytics
Convert
• Test
• Target
• Nurture
Customers
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Social
SEO
14
Social
Media
Blog
Flickr: WanderingtheWorld
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
How Do You Get to the Top?
Pick Your Keyword Battles
17Flick Photos: ExtraMedium & Simonstarr
Fight for “Ninja” … or “Ninja Halloween Costume”
Two Sides of Optimization
18
On-Page Off-Page
Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags• H1,H2,H3 tags
• Page Text• Bold
Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images
Optimize (Off-Page)
• Recommendations from friends1. “I know HubSpot”
2. “HubSpot sells great marketing software”
3. You trust the person saying this
• Links are online recommendations1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
How Do You Get Links?
Have something worth linking to.
Blogging Means More Inbound Links
23
How Google Weights Optimization
On Page
(25%)
24
Off-page optimization is critical.
Off Page
(75%)
SEO
25
Blog
Flickr: WanderingtheWorld
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site
What’s the difference?
Blog = Better SEO, More Traffic
Website
Grade
Indexed
Pages
Monthly Unique
Visitors
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com
How Many Tickets Do You Have?
What Should You Write About?
Topics that attract Holly & Larry – your business’ target personas!
31
(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
Content Attracts the Right People
Neil Diamond Neil Diamond
Flick Photo: Marciela
What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations• Presentations
• eBooks
• News Releases
Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Shoot videos at events
• Interview customers for your • Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
Social Media Is Now a Staple
36
• Unmeasured
• Small scale
• No business impact
• But lots of fun
• Highly measurable
• Massive scale
• Major driver of leads, sales
• Still fun
Flickr: anitacanita Flickr: sierravalleygirl
PR, Social-Media Style
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
I will call you right now
PR, Social-Media Style
Elapsed Time:
50 Minutes
Social Media Drives Leads
HubSpot Social Media Leads
39
Twitter is largest category, at >40% of HubSpot’s total social media leads.
How to Get Started
Listen
Listen More
Build Relationships
Share Your Content
What Are They Saying About You?
Places to listen• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs• Existing blogs
• Industry Twitterers
• Twitter.grader.com
41
Participate in Q&A
Discussions
• Yahoo! Answers
• LinkedIn Q&A • LinkedIn Q&A
and Discussions
Distribute Your Content
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Conversation & Distribution
Conversation
44
Conversation
Distribution
AND
What Gets Shared?
Rarely
Shared
Frequently
Shared
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• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
Blogging Increases Twitter Reach
46
Twitter Plays a Bigger SEO Role
47
Results
from
Social
SEO
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Social
Media
Blog
Flickr: WanderingtheWorld
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
Assess Search Engine Optimization
http://websitegrader.com/
Measure Blog Subscriptions
• A measure of you blog’s total reach
• A “sticky” number
Track the Whole Funnel
Website Visitors
52
Leads
Customers
How to Track Your Funnel
Track visitors.
53
How to Track Your Funnel
Track leads.
54
How to Track Your Funnel
Track customers.
55
Track the Whole Funnel for Each Channel
SEO Visitors Blog Visitors PPC VisitorsSocial Media
Visitors
56
Leads
SEO Customers Blog Customers PPC Customers Social Media
Customers
Why Tracking Via Channels Is Critical
Visitors Leads Conversion Customers Net
Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
57
Final Thoughts …
58
It’s an Ecosystem
Social
SEO
59
Social
Media
Blog
Flickr: WanderingtheWorld
Build Leverage
60
Who Knows How to Put All the Pieces Together?
61
d.j.k. on flickr
HubSpot Puts the Pieces Together
62
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes