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SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009. Mike Volpe VP Marketing @HubSpot Twitter: @ mvolpe. Marketing is Changing. 1950 - 2000. 2000 - 2050. Outbound Marketing is Harder. 800-555-1234 Annoying Salesperson. The Good News…. Inbound Marketing :
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SEO & Inbound Marketing Highland Capital – Marketing 2.0 - November 2009 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
Marketing is Changing 1950 - 2000 2000 - 2050
Outbound Marketing is Harder 800-555-1234 Annoying Salesperson
The Good News… Inbound Marketing: Get Found using Google, Social Media and Blogs #4 Marketing Book on Amazon InboundBook.com
The Great News… www.HubSpot.com/ROI
Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
SEO Tips from Website Grader Lessons from 1,785,235 websites
SEO = Context and Authority Ranking Algorithm:f(n): Context + Authority
Pick Your Keyword Battles (Context) vs. Flickr: Extra Medium Flickr: Simonstarr
On-Page SEO (Context) • Page Title • Clean URL • Headers & Content • Description
Attractive to Whom? (Context) www.seo-browser.com
Why Links are Votes to Google • 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
Publish Everything • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
More Advanced SEO Tactics …completely stolen from Rand Fishkin at SEOmoz.org
Link-Worthy & Share-Worthy Over 1,200 inbound links to one blog article. 1,000’s of Tweets about report - Twitter drove 30% of traffic
What Gets Shared or Linked? Rarely Shared Frequently Shared • Product info • Free trials • Software documentation • New data • Funny videos • Top-notch blog posts
Thank You / Q&A Download Slides: www.MikeVolpe.com/Highland Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe
Next Steps • Read the “Inbound Marketing” book www.InboundBook.com • Grade your website: www.WebsiteGrader.com
Additional Resources • SEOMoz Ranking Report • http://www.seomoz.org/article/search-ranking-factors • FacebookMarketing eBook • http://www.hubspot.com/facebook-for-business-marketing-hub/ • Twitter Marketing eBook • http://www.hubspot.com/twitter-marketing-hub/ • Social Media Marketing Kit • http://www.hubspot.com/social-media-marketing-kit • Blog: http://Blog.HubSpot.com
What’s HubSpot? • Marketing software for SMBs • Over 1,800 customers in 3 years • 100+ employees, lots of MIT grads
Case Study: Cilk Arts, Inc. [Update: Cilk Arts acquired by Intel in July] Mission: To provide the easiest, quickest, and most reliable way to optimize application performance on multicore processors. Our Goal: Owna multicore programming standard • Cilk++ Runtime on every processor • Cilk++ used by all C/C++ multi-coders
Cilk Arts Go To Market Approach • Open source business model • “You share / we share” public license • Low-touch, low-cost sales model • Broad awareness, trial, adoption • Big bet on Inbound Marketing • No sales people • Hired 1 marketer (me) 8 months before shipping product to implement Inbound Marketing approach • Blog as primary marketing vehicle • Entire team contributed (~1 post per week) • Helped us engage with the developers we hoped to serve; understand what content they’re interested in
Results for Cilk Arts • Blog posts boosted search engine rankings for key terms Reached over 100,000 developers Traffic and awareness matched or exceeded competitors Adoption at >250 universities worldwide >6,200 inbound links >3,000 leads
Get the whole team engaged Don’t obsess over # of comments Don’t know ahead of time which topics will strike a chord Links drove our search engine rank
Metrics: Visits, Sources, Links Inbound Links
Recommendations from Cilk Arts • Get your whole organization engaged in contributing content • A small, dedicated team can drive some real traffic and interest • If no serious commitment, blog will fail • Be real, be genuine • Let your personality come out • Build an editorial calendar with a broad set of interesting, valuable content • Target the key personas you care about • You’ll discover which topics are worth investing more in • Invite guests to contribute • Leverage content in many ways • Blog, e-Books, Tutorials, etc. • Consumable via YouTube, SlideShare, social media sites, etc.