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![Page 1: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.](https://reader034.fdocuments.in/reader034/viewer/2022051416/56649ea85503460f94bab443/html5/thumbnails/1.jpg)
Inbound Marketing:
Ideas for getting found online through
blogging, seo & social media
Jonah LopinVP Customer Success
HubSpot
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hi
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Geek On Stage
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Outbound Marketing
A bit about me…
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What’s HubSpot?
• Marketing software for SMBs• Based in Cambridge (USA)
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100(ish) employees
$17 $33 million funding
Started June, 2006
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Customers Growth
What Downturn?
Dec-0
6
Feb-0
7
Apr-0
7
Jun-
07
Aug-0
7
Oct-0
7
Dec-0
7
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Jun-
08
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Oct-0
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Oct-0
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Outbound Marketing
Enough about me.Let’s talk about you.
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Who loves getting marketed to?
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Outbound marketing is about
pushing messages out.
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800-555-1234AnnoyingSalesperson
The problem
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Inbound is about pulling
people in.
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Inbound Marketing: Get FoundInbound Marketing= getting found
Blog SEO Social Media
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Outbound MarketingMake marketing about creativity not cash.
vs.
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3X
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As ye SEO, so shall ye reap.
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Lessons from 1,694,367 websites.
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Cracking The Google
Genetic Code
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Beware the PPC morphine
drip.
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Ranking Algorithm:f(n): Relevance + Authority
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Keywords:Don’t pick a fight with a ninja.
(Unless you’re a ninja)
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A Web Page (or blog article) By Any Other Name…
…may not rank as well
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Page Title: ItsoSoft
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Better.
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Even better.
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Fail.
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To Rank Well, Get Powerful Links
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Don’t forget the humans!
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Building A Blog Following
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Outbound Marketing
Step 1: You have to actually start.
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But Jonah, I don’t know what to write about
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Write for your personas
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Put your blog
under a microscop
e
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Blog Article Performance
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10Wk 0 Wk 1 Wk 2 Wk 3
. . .
10
Wk 4 Wk 5 Wk 610 10 10 10 10 10
10 10 10 10 10 10
. . .
. . .10 10 10 10 10
. . .10 10 10 10
. . .10 10 10
. . .10 10
. . .10
20 30 40 50 60 70
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$x
How much is a perpetuity
$x $x . . .
...)1()1()1( 32
r
x
r
x
r
xx
0 1ttr
x
r
x
t = 0 t = 1 t = 2
worth
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10
Mo 0
10
Mo 1
10
Mo 2
10
Mo 3
. . .
visitsr
x000,1
%1
10
customervisit
customersvisits
000,6$0002.1000
200,1$
How much is a blog article’s
worth
lifetime traffic
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If articles are so valuable, should we hire someone to
write them?
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45
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46
articles are not created equal
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Craft content for the up-vote Make something
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Are you share-worthy?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation• Salesy stuff
• New market data• Educational content• Humor/entertainment• Controversy
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Don’t be afraid to polarize
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Example: Outbound marketing harms kittens.
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Outbound Marketing
Experiment with different types of
content.
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No one cares about your coin collection. (yet.)
![Page 57: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.](https://reader034.fdocuments.in/reader034/viewer/2022051416/56649ea85503460f94bab443/html5/thumbnails/57.jpg)
a few otherrandom tips
![Page 58: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.](https://reader034.fdocuments.in/reader034/viewer/2022051416/56649ea85503460f94bab443/html5/thumbnails/58.jpg)
get your url right
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make it easy to share
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make it easy to subscribe
![Page 61: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.](https://reader034.fdocuments.in/reader034/viewer/2022051416/56649ea85503460f94bab443/html5/thumbnails/61.jpg)
use rss headers & footers
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make it easy to comment
![Page 63: Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot.](https://reader034.fdocuments.in/reader034/viewer/2022051416/56649ea85503460f94bab443/html5/thumbnails/63.jpg)
help google help you
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help google help you
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write infectious titles •8 Marketing Tips From An Olympic Gold Medalist
•10 Leadership Lessons From Don Corleone
•7 Signs You Should Run Screaming From An SEO Consultant
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make it easy to measure
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Social Media
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vs.
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The
Phenomenon
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Learning from Facebook Ads
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Create a Fan Page & pipe in your blog.
Use Status Updates & Links for new articles.
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twitter: Even normal people use it now.
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Over 5 million users graded
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Outbound Marketing
The basics:
1. Bio in Profile (76% fail)
2. Avatar3. Background4. Website Link (80% fail)
5. Location
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How to get retweeted(and why it’s important)
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ReTweets Use Longer Words
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Asking For The ReTweet Works
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Timing Is Everything
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Dude, like
is for losers with like jobs and budgets and crap.
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Give your articles a push
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a few closing thoughts
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Building a kick-butt
D.A.R.C.
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Not having fun? You’re doing it wrong!
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Be a marketing superhero.
Find your super power.