Rethinking Marketing: Inbound Marketing to Grow Your Business

Mark Roberge

HubSpot

@markroberge

Social Fresh St. Louis (#sofreshSTL)

April 19th, 2010

Agenda

I. Intro to Inbound Marketing

II. SEO in 2010

III. Blogging for Lead Generation

IV. Social Media for Lead Generation

V. Converting Visitors to Leads

VI.Measuring Inbound Marketing Success

2

3 @markroberge

Outbound Marketing

4 @markroberge

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

5 @markroberge

Inbound Marketing

Blog SEO Social Media

Inbound Leads Cost 60% Less Than Outbound Leads

Source: survey of hundreds of businesses: HubSpot.com/ROI

7 @markroberge

Why Inbound Is Cheaper

8 @markroberge

Reading List Suggestion

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

Agenda

I. Intro to Inbound Marketing

II. SEO in 2010

III. Blogging for Lead Generation

IV. Social Media for Lead Generation

V. Converting Visitors to Leads

VI.Measuring Inbound Marketing Success

9

How Do You Get to the Top? History of SEO

11 @markroberge

Inbound Marketing – One Strategy not Three

Blog SEO Social Media

12 @markroberge

SEO = Context and Authority

Ranking Algorithm:f(n): Context + Authority

13 @markroberge

Two Sides of Optimization

On-Page(Context)

Off-Page(Authority)

14 @markroberge

On-Page SEO (Context)

• Page Title

• Clean URL

• Headers

• Description

Off-Page SEO (Authority)

• Recommendations from friends1. “I know Mark Roberge”2. “Mark Roberge is a marketing expert”3. Seth Godin: Mark Roberge is a marketing

expert

• Links are online recommendations

1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from the Wall Street Journal

16 @markroberge

The Long Tail

The New Marketplace

Keywords

Po

pu

lari

ty

Long Tail

Head

17 @markroberge

SEO Tips from Website Grader

Lessons from 2,084,563 websites

Where is Search Going?

BEYOND SEARCH ENGINES

PERSONALIZATION REAL-TIME

Agenda

I. Intro to Inbound Marketing

II. SEO in 2010

III. Blogging for Lead Generation

IV. Social Media for Lead Generation

V. Converting Visitors to Leads

VI.Measuring Inbound Marketing Success

19

More Content, Better Content = Links

Source: Data from selected websites using www.WebsiteGrader.com

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

Blogging Versus Blogging with a Purpose

• Use keyword tool to drive blog topic selection• Configure blog with On-Page SEO in mind• Include target long tail keywords in blog article titles• Think of blog articles as link bait• Think of blog articles as an army of sales people

working for you forever

Who Has Time for Blogging?

DomainKnowledge

BlogSuccess

Writing Skills Time

26 @markroberge

Get Into the Content Mindset

• Make emails into blog posts• Turn forum posts into blog

posts• Shoot videos at events• Interview customers for your

blog• Repurpose company data for

public reports• Share lessons you learn

Flick Photo: Cindiann

27 @markroberge

How Often Should You Blog?

27

Sep-09 Oct-09 Nov-09 Dec-09 Jan-10 Feb-10

Articles 21

30

36

54

54 58

Avg. Views / Article

1,137

1,304

1,305

864 1,522 1,447

Avg. Links / Article

11

11

7

4 8 4

Avg. Comments

/ Article

12

15

15

11 18 13

Most Business Blogs Post Weekly

Source: survey of hundreds of businesses: HubSpot.com/ROI

More Blogging Increases Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

Agenda

I. Intro to Inbound Marketing

II. SEO in 2010

III. Blogging for Lead Generation

IV. Social Media for Lead Generation

V. Converting Visitors to Leads

VI.Measuring Inbound Marketing Success

30

31 @markroberge

Focus Participation on Digital Influencers

31

32 @markroberge

Distribute Your Content

33 @markroberge

How to Participate

33

WHAT NOT TO DO

• Give your company elevator pitch

• Talk about your product features

• Bash your competition

WHAT TO DO

• Educate / answer their question

• Promote other good content

• Get your subject matter experts involved

Blogging Drives Social Success

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

Agenda

I. Intro to Inbound Marketing

II. SEO in 2010

III. Blogging for Lead Generation

IV. Social Media for Lead Generation

V. Converting Visitors to Leads

VI.Measuring Inbound Marketing Success

35

Blogs and Social Media is for Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

37 @markroberge

Never let website visitors guess what to

do next.

38 @markroberge

How Does HubSpot Convert Visitors?

Offer – WIIFM?

Offer – WIIFM?

Offer – WIIFM?

• Whitepapers / eBooks• Research / Studies• Free Tools• Trials & Samples

• NOT “Contact Us”• Value must be greater than the cost…

Landing Pages

43 @markroberge

Limited Navigation

Keep It Short

32% Conversion

53% Conversion

Don’t Put Form Below the Fold

Agenda

I. Intro to Inbound Marketing

II. SEO in 2010

III. Blogging for Lead Generation

IV. Social Media for Lead Generation

V. Converting Visitors to Leads

VI.Measuring Inbound Marketing Success

46

47 @markroberge

Track the Whole Funnel for Each Channel

Leads

SEO Visitors

SEO Customers

Blog Visitors

Blog Customers

PPC Visitors

PPC Customers

Social Media Visitors

Social Media Customers

48 @markroberge

Measure Total Reach, Not Size of Email Database

49 @markroberge49

Final Thoughts …

50 @markroberge

Lead Nurture

Landing Pages

SEOSocial Media

CMS Blog Leads AnalyticsExpertis

e

What is HubSpot?

HubSpot

Marketo

WordPress

Ektron

Lead Lander

DrupalWeb CEO

Eloqua

Buzz Metrics

Blogger VTrenzCore

MetricsMktg

SherpaWeb

Position

Google

Manti-core

Radian6MktgProfs

On-Dialog

What is HubSpot?

• Founded in 2006 from research at MIT• Over 2,500 customers• 120+ employees

Additional Resources

Grade your website at www.WebsiteGrader.com

Read the Inbound Marketing Book www.InboundBook.com

Take the free Inbound Marketing training www.InboundMarketing.com

Start your free trial of HubSpot software www.HubSpot.com/free-trial

Thank You!#sofreshSTL

Mark Roberge

HubSpot

@markroberge

More on HubSpot Product

55 @markroberge

Tools to Get Found: SEO

• Keyword Grader• Link Grader• Page Grader

56 @markroberge

Tools to Get Found: Blog & Social Media

• Business Blog Software

• Blog Analytics• Social Media

Monitoring• Social Media

Publishing

57 @markroberge

Tools to Convert: Leads

• Landing Pages• Lead Intelligence• Lead Alerts• Visitor Profiling• Lead Nurturing

58 @markroberge

Tools to Analyze: Competitor Tracking

59 @markroberge

Tools to Analyze: Marketing Campaigns

• Assess the effectiveness of your marketing on a campaign-by-campaign level

• Optimize resource allocation to maximize sales