Mapping the Inbound Marketing Ecosystem

How to use Google, blogs and social media to get found online.

Rick Burnes

Twitter: @rickburnes

March 4, 2010

Agenda

I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

We’ve Seen a Lot of Marketing Hairstyles

3

SEO

Flickr: nopiedraFlickr: Sachaverelle

Is This Just Another Hairstyle?

4

Flickr: davecobb

This Ain’t No Haircut!

5

Tesla MotorsWikipedia

How Do You Navigate a Complex Landscape? A Map!

6

Flickr: WanderingtheWorld

Traditional Marketing (Outbound)

7

Marketing Today (Inbound)

8

How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

99

Budget vs. Brains

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

Outbound Is Expensive

11

Inbound Is Cheaper

Why Inbound Is Cheaper

What Is Inbound Marketing?

Get Found

• Publish

• Promote

• Optimize

Process Tools

Get Found

• Content Mgmt

• Blogging

• Social Media

• SEO

Website Visitors

14

Leads

• SEO

• Analytics

Convert

• Test

• Target

• Nurture

Customers

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Social

SEO

15

Social

Media

Blog

Flickr: WanderingtheWorld

Agenda

I. About HubSpot & Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

How Do You Get to the Top?

Pick Your Keyword Battles

18Flick Photos: ExtraMedium & Simonstarr

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

Two Sides of Optimization

19

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 HubSpot”

2. “HubSpot sells great marketing software”

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.

Blogging Means More Inbound Links

24

How Google Weights Optimization

On Page

(25%)

25

Off-page optimization is critical.

Off Page

(75%)

SEO

26

Blog

Flickr: WanderingtheWorld

Agenda

I. Inbound vs. Outbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site

What’s the difference?

Blog = Better SEO, More Traffic

Website

Grade

Google

Indexed

Pages

Monthly Unique

Visitors

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?

What Should You Write About?

Topics that attract Holly & Larry – your business’ target personas!

32

(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

Content Attracts the Right People

Neil Diamond Neil Diamond

Flick Photo: Marciela

What Content Channels Are Best?

• Blog

• Podcast

• Videos

• Photos

• Presentations• Presentations

• eBooks

• News Releases

Don’t Talk About Your Product

HubSpot.com/cartoons

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 you learn

Flick Photo: Cindiann

Agenda

I. About HubSpot & Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

Social Media Is Now a Staple

38

• Unmeasured

• Small scale

• No business impact

• But lots of fun

• Highly measurable

• Massive scale

• Major driver of leads, sales

• Still fun

Flickr: anitacanita Flickr: sierravalleygirl

PR, Social-Media Style

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

I will call you right now

PR, Social-Media Style

Elapsed Time:

50 Minutes

Social Media Drives Leads

HubSpot Social Media Leads

41

Twitter is largest category, at >40% of HubSpot’s total social media leads.

How to Get Started

Listen

Listen More

Build Relationships

Share Your Content

What Are They Saying About You?

Places to listen• Search.Twitter.com

• google.com/blogsearch

• Technorati.com

• Existing blogs• Existing blogs

• Industry Twitterers

• Twitter.grader.com

43

Participate in Q&A

• Facebook

Discussions

• Yahoo! Answers

• LinkedIn Q&A • LinkedIn Q&A

and Discussions

Distribute Your Content

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Conversation & Distribution

Conversation

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Conversation

Distribution

AND

What Gets Shared?

Rarely

Shared

Frequently

Shared

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• Product info

• Free trials

• Software documentation

• New data

• Funny videos

• Top-notch blog posts

Blogging Increases Twitter Reach

48

Twitter Plays a Bigger SEO Role

49

Results

from

Twitter

Social

SEO

50

Social

Media

Blog

Flickr: WanderingtheWorld

Agenda

I. About HubSpot & Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure ItV. How to Measure It

Assess Search Engine Optimization

http://websitegrader.com/

Measure Blog Subscriptions

• A measure of you blog’s total reach

• A “sticky” number

Track the Whole Funnel

Website Visitors

54

Leads

Customers

How to Track Your Funnel

Track visitors.

55

How to Track Your Funnel

Track leads.

56

How to Track Your Funnel

Track customers.

57

Track the Whole Funnel for Each Channel

SEO Visitors Blog Visitors PPC VisitorsSocial Media

Visitors

58

Leads

SEO Customers Blog Customers PPC Customers Social Media

Customers

Why Tracking Via Channels Is Critical

Visitors Leads Conversion Customers Net

Conversion

Twitter 3,289 554 17% 12 0.4%

Facebook 504 75 15% 6 1.2%Facebook 504 75 15% 6 1.2%

Stumbleupon 511 28 5% 1 0.2%

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Final Thoughts …

60

It’s an Ecosystem

Social

SEO

61

Social

Media

Blog

Flickr: WanderingtheWorld

Build Leverage

62

Who Knows How to Put All the Pieces Together?

63

d.j.k. on flickr

HubSpot Puts the Pieces Together

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Thank You!

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www.hubspot.com/free-trial/

Connect with me:

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: www.twitter.com/rickburnes