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Inbound Marketing 101

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  1. Inbound Marketing 101 ANPI Solutions Annual Conference May 5, 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

  2. Outbound Marketing

  3. Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

  4. The Bad News…

  5. The Good News…

  6. Inbound Marketing

  7. Threat and Opportunity 1950 - 2000 2000 - 2050

  8. Inbound Gives Leverage

  9. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

  10. Inbound Marketing Process Tools • Get Found • Publish • Promote • Optimize • Convert • Test • Target • Nurture • Get Found • Content Mgmt • Blogging • Social Media • SEO • Analytics • Convert • Offers / CTAs • Landing Pages • Email • Lead Intelligence • Lead Mgmt • Analytics Get Found Convert

  11. Marketing Workshop Agenda • SEO • Blogging • Social Media • Landing Pages www.MikeVolpe.com/ANPI

  12. SEO Workshop ANPI Solutions Annual Conference May 5, 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

  13. Search Engine Optimization 3,000 searches per second • Publish more content • Optimize your content • Promote your content

  14. Pick Your Keyword Battles vs. Hands On Flickr: Extra Medium Flickr: Simonstarr

  15. SEO On-Page Off-Page

  16. On-Page SEO • Page Title • Clean URL • Headers & Content • Description

  17. On-Page SEO • Improve home page titles

  18. On-Page SEO • Everyone has work to do Page Title www.seo-browser.com Page Description

  19. WWHD (What would HubSpot do?) • Page Title • “Arizona Phone Cable Internet Service - CompanyName” • Page Description • “Arizona phone & Internet service with personalized local service from your neighbors, not an overseas call center. 30 Days Free!” • Page Content • Text that describes your business • Links to pages for different geographies and services • Ongoing content development strategy (see blog workshop) Hands On

  20. SEO Idea for Local Marketing • Areas we serve page • Direct link from homepage • List of towns/areas with links to each detailed page • Tucson, Scottsdale, Phoenix • Detailed page for each geography • Page Title: “Tucson AZ Phone Internet Service – Co.Name” • Page text should be localized as well • Try to have somewhat different content

  21. SEO = Off-Page SEO • Recommendations from friends • “I know HubSpot” • “HubSpot 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 Hands On

  22. Comparative SEO Data

  23. Summary: SEO Ground Rules • Page 1 is all that matters • Never-ending long term process • Every page should be different • Don’t obsess over individual ranks • Leverage the long tail • Measure traffic and leads/sales

  24. SEO Measurement Flickr: noblelgnnoble

  25. Comparative SEO Data Hands On Data from http://website.grader.com, Home Page Title is my opinion based on best practices

  26. SEO Rankings Hands On

  27. Traffic, Leads and Customers Visitors from SEO Hands On

  28. Blogging Workshop ANPI Solutions Annual Conference May 5, 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

  29. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases

  30. Where to Publish?

  31. Flickr: Annie Mole

  32. Target Content to Your Personas Kadient photo by: David Meerman Scott

  33. 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

  34. 3 Keys to Blog Success

  35. RSS = Distributed Content • RSS = Really Simple Syndication • Consume content how you want • Unlocks content from a URL • Anonymous subscription

  36. RSS Simplifies Reading Your Industry Blogs

  37. Reading Other Blogs • Get an RSS Reader (google.com/reader) • Set reader as homepage • Search for relevant blogs • Blogsearch.Google.com • Technorati.com • Subscribe to blogs Hands On

  38. 3 Keys to Blog Success

  39. Tips on Comments Increase the value of the article: • Share an example • Add a point • Add a useful link • Disagree • Ask a question • Use your real name (not company)

  40. Why Leave Comments? • Karma • Get noticed by other bloggers • Get noticed by other blog readers • Get links back to your blog • Thought leadership

  41. 3 Keys to Blog Success

  42. 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

  43. Blog Article Titles • Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?” • Enticing: “12 Quick Tips To Search Google Like An Expert” • SEO: “Free Advertising on Google” 6th Most Popular HubSpot Blog Article

  44. Blog Frequency • Steady readership? • At least weekly, more is better. • SEO focused? • Frequency is less important.

  45. 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

  46. Promote Your Blog Flickr: ClintJCL

  47. Blog Promotion • Email customers, friends and family • Replace email newsletter with blog • Trade articles w/similar blogger • Social media • Digg, Reddit, StumbleUpon • Facebook & LinkedIn • Twitter - Automatic with Twitterfeed • Twitter - Tweet It button on each article

  48. Blog Measurement Flickr: noblelgnnoble

  49. Subscribers & Visitors Hands On

  50. Blog Article Performance Hands On