Inbound Marketing 101

How your business can use Google, blogs and social media to get found.

May 8, 2009

Rick Burnes

Twitter: @rickburnes

eMarketing Techniques Conference

Introductions

Inbound Marketer Inbound Marketing Software

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

VI. Two Case Studies

Traditional Marketing (Outbound)

4

Marketing Today (Inbound)

5

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

66

Outbound Marketing in Action

Inbound Marketing in Action

What Is Inbound Marketing?

Get Found

Get Found

• Publish

• Promote

• Optimize

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

Website Visitors

9

Convert

Get Found• SEO

• Analytics

Convert

• Test

• Target

• Nurture

Customers

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Inbound Is Cheaper

Why It’s Cheaper

Build an Asset

Flick Photo: Thomas Hawk

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

VI. Two Case Studies

How Do You Get to the Top?

Pick Your Keyword Battles

15Flick Photos: ExtraMedium & Simonstarr

Fight for “Ninja” … or “Ninja Halloween Costume”

Two Sides of Optimization

16

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 Rick Burnes”

2. “Rick Burnes is a top notch marketer”

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.

How Google Weights Optimization

On Page

(25%)

21

Off-page optimization is critical.

Off Page

(75%)

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

VI. Two Case Studies

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site

What’s the difference?

Blog = Better SEO, More Traffic

Website

Grade

Google

Indexed

Pages

Unique Visitors

(Dec.)

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?

More Pages = Better Google Rank

1,000,000

10,000,000

Avera

ge #

of

Web

pag

es

Average Pages per Website by Page Rank

1,000

10,000

100,000

1 2 3 4 5 6 7 8 9 10

Avera

ge #

of

Web

pag

es

Page Rank (10 is best)

Content Attracts the Right People

Neil Diamond Neil Diamond

Flick Photo: Marciela

What Kind of Content?

“The kind of online content

that your buyers naturally

gravitate to.”

- David Meerman Scott

Author of The New Rules of

Marketing & PRMarketing & PR

www.webinknow.com

A Word of Caution

• Business content DOES NOT mean

content about the products and

services you sell

• Create content that’s useful and

interesting to your target personas

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 your learn

Flick Photo: Cindiann

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

VI. Two Case Studies

What’s the Role of Social Media?

Where Does Your Industry Hang Out?

How to find out:• google.com/blogsearch

• Technorati.com

• Existing blogs

• Industry Twitterers

Flick Photo: Hamed Saber

Follow the Conversation Via RSS

How to sign up: Google.com/reader

What Are They Saying About You?

Go to: search.twitter.com

Participate in Q&A

• Facebook

Discussions

• Yahoo! Answers

• LinkedIn Q&A • LinkedIn Q&A

and Discussions

Build Your Networks

Total Followers: 22,139

Promote Your Content

Using Twitter for PR

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

Elapsed Time:

50 Minutes

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

VI. Two Case Studies

What Should You Measure?

Visitors

Content Social MediaSEO

Measure

Measure

Measure

Leads

Customers

Measure

Measure

Measure

Measure

Assess Search Engine Optimization

Track Blog Subscribers

How to Track Your Funnel

Track visitors. Track leads. Track customers.

Track Conversions

Traffic to HubSpot.com

Visitors Leads Conversion Customers Net Conversion

Twitter 3,289 554 17% 12 0.4%

Techcrunch 504 75 15% 6 1.2%

ZDnet 511 28 5% 1 0.2%

Selected Channels

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

VI. Two Case Studies

Case Study: Cilk Arts

49

The Results

Blog

Subscribers

50

Site Visitors

& Leads

Case Study: Reynolds Golf Academy

•

The Results

Blog

Subscribers

Site Visitors

& Leads

More Brain, Less Budget

Flickr: Refracted MomentsFlickr: Refracted MomentsFlickr: Gaetoan LeeFlickr: Gaetoan Lee

Build Leverage

54

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

Email: rburnes@hubspot.com