Inbound Marketing 101 June 2009 Workshop
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Transcript of Inbound Marketing 101 June 2009 Workshop
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Inbound Marketing 101
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
CIC – June 24, 2009
Jonah Lopin
VP Customers @HubSpot
Twitter: @jlopin
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Threat and Opportunity
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Broken
800-555-1234AnnoyingSalesperson
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The Bad News…
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The Good News…
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Inbound Marketing
Blog SEO Social Media
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Inbound Gives Leverage
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Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
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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
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Agenda
Publish
Promote
Optimize
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Publish
Flickr: Annie Mole
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What to Publish?
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
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Where to Publish?
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Target Content to Your Personas
Kadient photo by: David Meerman Scott
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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
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3 Keys to Blog Success
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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
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Blog Frequency
• Steady readership?• At least weekly, more is better.
• SEO focused?• Frequency is less important.
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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
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Promote Your Content
Flickr: ClintJCL
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It’s Not Your Daughter’s Social Media
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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
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Promote Your Content
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Volunteer?Hands On
http://Twitter.Grader.com
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Build Network - Keyword Search
Hands On
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http://Search.Twitter.com
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Hands On
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Volunteer?Hands On
http://Facebook.Grader.com
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Network w/ Famous People
10,000 followers
2,000 followers
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Optimize
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Pick Your Keyword Battles
vs.
Flickr: SimonstarrFlickr: Extra Medium
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SEO
On-Page Off-Page
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On-Page SEO
• Page Title
• Clean URL
• Headers & Content
• Description
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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
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Volunteer?Hands On
http://Website.Grader.com
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Inbound Marketing Measurement
Flickr: noblelgnnoble
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Subscribers & Visitors
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Blog Article Performance
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SEO Rankings
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Traffic, Leads and Customers
Visitors Leads Customers
SEO 5,289 754 12
Blogging 834 72 3
Social Media 511 28 1
Visitors from Twitter
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Thank You!
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
www.HubSpot.com/free-trial
Jonah Lopin
VP Customers @HubSpot
Twitter: @jlopin