Inbound MarketingAnd the Next Phase of the Web

Rick Burnes

Inbound Marketing Manager

HubSpot

Who Is Rick Burnes?

Currently:

Marketer & blogger (HubSpot)

Background:

• Entrepreneur (Faneuil Media)

• Journalist (moscowtimes.com, nytimes.com)

What’s HubSpot?

It’s a software system that helps you get found

Search Marketing Tools

Blogging & CMS Tools

Social Media Tools

• 1,000 Customers• Free grading tools at www.grader.com

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social MediaIV. Social Media

V. How to Measure It

Outbound Marketing

800-555-1234

Annoying

Salesperson

Inbound Marketing

Content SEO Social Media

Rethinking Marketing

Outbound Marketing

• Telemarketing

• Trade shows

• Direct mail

• Email blasts

• Print ads

Inbound Marketing

• SEO / SEM

• Blogging

• Social Media

• RSS

• Free tools/trials• Print ads

• TV/radio ads

• Free tools/trials

• Viral videos

Interruption Permission

Brain Required, Not Budget

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

Why Inbound Is Cheaper

Build an Asset

Flick Photo: Thomas Hawk

Attract the Right People

Neil Diamond Neil Diamond

Flick Photo: Marciela

It’s an Inbound Cycle

Article posted, receiving:• 100 Views• 1 Inbound Link

Post shared, driving:• 2x Views• 3x Links

Post rank in Google, driving:• 2x Views• 2x Links

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social MediaIV. Social Media

V. How to Measure It

How Do You Get to the Top?

25% of SEO = On Page (Visible)

• Page Title

• URL

• H1,H2,H3 tags• H1,H2,H3 tags

• Page Text• Bold

25% of SEO = On Page (Invisible)

• Description

• Keywords

• Alt text on images

75% of SEO = Off Page

• Recommendations from friends1. “I know Rick Burnes”

2. “Rick Burnes is a marketing expert”3. You trust the person saying this

• Links are online recommendations1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website

Links are Essential to SEO

• Off Page SEO is HARD

• Links are hard to get

• That’s why search engines

use them to measure use them to measure

“importance”

• That’s why you need:

• Content

• Social Media

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social MediaIV. Social Media

V. How to Measure It

Isn’t a Nice Site Good Enough?

No blog; no dynamic pages.

What Does a Blog Add (Besides Work)?

Similar site functions, but site has a blog.

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 2,200www.greenstreetgrill.com 25 8 2,200

Data from:website.grader.comcompete.com

More Pages = Better Google Rank

1,000,000

10,000,000

Av

era

ge

# o

f W

eb

pa

ge

s

Average Pages per Website by Page Rank

1,000

10,000

100,000

1 2 3 4 5 6 7 8 9 10

Av

era

ge

# o

f W

eb

pa

ge

s

Page Rank (10 is best)

What Kind of Content?

• Blog

• Podcast

• Videos

• Photos• Photos

• Presentations

• eBooks

• News Releases

Your Content Is Your Magnet

“Create the kind of online content that your buyers naturally gravitate to.” to.”

- David Meerman Scott

Author of The New Rules of

Marketing & PRwww.webinknow.com

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social MediaIV. Social Media

V. How to Measure It

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

Participate in Q&A

• FacebookDiscussions

• Yahoo! AnswersAnswers

• LinkedIn Q&A and Discussions

What Are They Saying About You?

Go to: search.twitter.com

Build Your Networks

Total Followers: 22,139

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

Promote Your Content

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social MediaIV. Social Media

V. How to Measure It

Website Grader

Internet Marketing Scorecard

Blog Subscribers

Facebook Fans & Activity

Traffic, Leads and CustomersVisitors from ZDNet

Visitors Leads Customers

TechCrunch 5,289 754 12

ZDNet 834 72 3

Twitter 511 28 1

The Only Way to Learn

Flick Photo: hufse

Small Businesses, Now Empowered

Flick Photo: Webmink

Thank You!

Free Tools:

http://Website.Grader.com

http://PressRelease.Grader.com

http://Twitter.Grader.com

Rick Burnes

Inbound Marketing Manager

HubSpot

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: twitter.com/rickburnes