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SMEI |Social Media Roadshow | Feb 2009. Inbound Marketing 101. Mike Volpe VP Marketing HubSpot Twitter: @ mvolpe. Agenda. Inbound vs. Outbound Marketing Four Inbound Marketing Tips. Outbound Marketing. 800-555-1234 Annoying Salesperson. Inbound Marketing. Rethinking Marketing.

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inbound marketing 101

SMEI |Social Media Roadshow | Feb 2009

Inbound Marketing 101

Mike Volpe

VP Marketing

HubSpot

Twitter: @mvolpe

agenda
Agenda
  • Inbound vs. Outbound Marketing
  • Four Inbound Marketing Tips
outbound marketing
Outbound Marketing

800-555-1234

Annoying

Salesperson

rethinking marketing
Rethinking Marketing

Outbound Marketing

  • Telemarketing
  • Trade shows
  • Direct mail
  • Email blasts
  • Print ads
  • TV/radio ads

Inbound Marketing

  • SEO / SEM
  • Blogging
  • Social Media
  • RSS
  • Free tools / trials
  • PR / Buzz

Interruption

Permission

agenda1
Agenda
  • Inbound vs. Outbound Marketing
  • Four Inbound Marketing Tips
tip 1 publish don t advertise
Tip #1 – Publish, Don’t Advertise

“Think like a publisher”

-- David Meerman Scott

what to publish
What to Publish?
  • Blog
  • Podcast
  • Videos
  • Photos
  • Presentations
  • eBooks
  • News Releases
biggest blogging mistake
Biggest Blogging Mistake

Don’t Use a “free” URL from Blogspot,

Typepad, or Wordpress

  • HubSpot.blogspot.com – NO!
  • HubSpot.typepad.com – NO!
  • Blog.HubSpot.com – Yes
  • HubSpot.com/Blog – Yes
  • SmallBusinessHub.com – Yes
tip 2 seo
Tip #2 – SEO

7,900,000,000

(3,000+ per second)

25 of seo on page
25% of SEO = On Page
  • Page Title
  • URL
  • H1,H2,H3 tags
  • Page Text
    • Bold
25 of seo on page1
25% of SEO = On Page
  • Description
  • Keywords
  • Alt text on images
75 of seo off page
75% of SEO = Off Page
  • Recommendations from friends
    • “I know Mike Volpe”
    • “Mike Volpe is a marketing expert”
    • You trust the person saying this
  • Links are online recommendations
    • A link: www.HubSpot.com
    • Anchor text: Internet Marketing
    • Link is from a trusted website
seo benefits of blogging publishing
SEO Benefits of Blogging/Publishing

What would you link to?

3.9 million

1.5 million

tip 3 social media
Tip #3 – Social Media

Flickr: chelmsfordpubliclibrary

i m too old to understand this social media stuff
“I’m too old to understandthis Social Media stuff.”
  • Similar to a business cocktail reception
  • Without constraints of time or space
social media cocktail party
Social Media = Cocktail Party
  • 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
build network engage famous people
Build Network - Engage Famous People

2,700 followers

1,200 followers

using twitter for pr
Using Twitter for PR

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

408 555-1234?

I will call you right now

Elapsed Time:

50 Minutes

traffic leads and customers
Traffic, Leads and Customers

Visitors from Blogging

case study publish what you have
Case Study: Publish What You Have
  • SolidWorks: 100+ Videos on Website
  • Published on YouTube, No Promotion
  • 10,000+ Views / Month
case study hubspot blog
Case Study: HubSpot Blog
  • 2.5 years and ~400 articles
  • Google is #1 traffic source
    • Over 100% growth in past 12 months
  • Traffic on ~400 different words… Yesterday!
  • First page ranking for ~400 keywords
case study twitter grader
Case Study: Twitter Grader
  • Promoted only on Twitter for free
  • Over 1,000,000 profiles graded to date
  • 50% of visitors from Twitter
case study will it blend
Case Study: Will It Blend?
  • Blog / Content
    • 74 videos
    • 2m YouTube channel views
  • SEO
    • Page 1 for “blend”
    • 55,000 inbound links
  • Social Media
    • 83,000 channel subscribers
    • Over 500 Facebook groups
    • 5 Digg front page stories
case study oughta know inbound mktg
Case Study: Oughta Know Inbound Mktg
  • Video
    • 40,000 views first week
    • 10,000 views first day
  • Social Media
    • #1 source = StumbleUpon
    • #2 source = Twitter
    • #3 source = Facebook
  • SEO
    • Page 1 for “inbound marketing”
    • 50+ inbound links to blog article
budget vs brains
Budget vs. Brains

Flickr: Refracted Moments

Flickr: Gaetoan Lee

mike volpe vp marketing hubspot
Mike Volpe

VP Marketing

HubSpot

Thank You!

Liked this presentation?

Send me a testimonial:

mvolpe@HubSpot.com

or LinkedIn or Facebook

additional free info
Additional Free Info
  • SEO Webinar
    • http://www.hubspot.com/archive/seo-101-webinar/
  • Blogging Webinar
    • http://www.hubspot.com/archive/blog-webinar/
  • Social Media Webinar
    • http://www.hubspot.com/archive/social-media-webinar/