The Future of Marketing is Inbound Marketing Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe.
Business Blogging: Tips and Case Studies Mike Volpe Twitter: @mvolpe Charlie King Twitter:...
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Transcript of Business Blogging: Tips and Case Studies Mike Volpe Twitter: @mvolpe Charlie King Twitter:...
Business Blogging:Tips and Case Studies
Mike Volpe
Twitter: @mvolpe
Charlie KingTwitter: @CharlieKingGolf
Ilya MirmanTwitter: @IlyaMirman
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Media
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog posts
Content Makes You Interesting
Case Study: HubSpot Blog
• Top 3 source of leads• ~10% visit company website• ~10-20% lead conversion rate
SEO and Social Help Blog Results
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
Case Study: Reynolds Golf Academy
Charlie KingDirector of InstructionReynolds PlantationTwitter: @CharlieKingGolf
Reynolds Golf Academy
• Golf school near Atlanta / Augusta led by GOLF MAGAZINE Top 100 Instructor Charlie King
• Golf lessons / schools and corporate outings on a 16-acre campus w/6,550 sq-ft indoor teaching center and state-of-the-art technology
• Marketing: magazine ads and direct mail
GOAL:• More website traffic and leads• More cost effective marketing & business growth
What We Did
• Blog • 4-6 articles a month• SEO optimized, keyword rich
• Video• 23 videos, include in blog articles
• eBook• “New Rules of Golf Instruction”
Tips and Takeaways
• Content is King - you can be your own media mogul
• Get started before your competition to get ahead
• Make SEO part of your blogging strategy
• Even non-technology businesses can benefit from a blog
Cilk Arts, Inc.
Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors.
Our Goal: Own a multicore programming standard • Cilk++ Runtime on every
processor• Cilk++ used by all C/C++
multi-coders
[Update: Cilk Arts acquired by Intel in July]
Go To Market Approach
• Open source business model• “You share / we share” public license• Low-touch, low-cost sales model• Broad awareness, trial, adoption
• Big bet on Inbound Marketing• No sales people• Hired 1 marketer (me) 8 months before shipping
product to implement Inbound Marketing approach
• Blog as primary marketing vehicle• Entire team contributed (~1 post per week)• Helped us engage with the developers we hoped to
serve; understand what content they’re interested in
Results
• Reached over 100,000 developers• Traffic and awareness matched or exceeded competitors• Adoption at >250 universities worldwide• >6,200 inbound links• >3,000 leads
• Blog posts boosted search engine rankings for key terms
Don’t know ahead of time which topics will strike a chord
Get the whole team engagedDon’t obsess over
# of comments
Links drove our search engine rank
Do…
• Get your whole organization engaged in contributing content• A small, dedicated team can drive some real
traffic and interest• If no serious commitment, blog will fail
• Be real, be genuine• Let your personality come out
• Build an editorial calendar with a broad set of interesting, valuable content• Target the key personas you care about• You’ll discover which topics are worth investing
more in• Invite guests to contribute
• Leverage content in many ways• Blog, e-Books, Tutorials, etc.• Consumable via YouTube, SlideShare, social
media sites, etc.
Don’t…
• …be a blatant, self-centered commercial• …focus on just one topic• …make your blog your only social media
effort; instead, spend time on other blogs, community sites, and contribute
• …worry about # of comments• …worry about slow periods (# of visitors,
subscribers, comments)
Additional Resources
• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/
• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/
• Social Media Marketing Kit• http://www.hubspot.com/twitter-marketing-hub/
• Blog: http://Blog.HubSpot.com
Q&A
Free Trial of HubSpot: www.HubSpot.com/free-trial
Mike Volpe
Twitter: @mvolpe
Charlie KingTwitter: @CharlieKingGolf
Ilya MirmanTwitter: @IlyaMirman
What’s HubSpot?
• Marketing software for SMBs• Over 1,800 customers in 2 years• 100+ employees, lots of MIT grads
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