how to promote an event with inbound marketing

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How to Promote an Event withHow to Promote an Event with Inbound Marketing

Ellie MirmanInbound Marketing ManagerHubSpot

Twitter: @ellieeille

Outbound Marketing

Outbound Marketing is Broken

800-555-1234AnnoyingSalespersonp

The Bad News

Flickr: pjbeardsley

The Good News

Inbound Marketing

Blog SEO Social Mediag

Budget vs. Brains

FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee

Inbound Marketing Process

Get FoundGet FoundTools• Content Mgmt

Process• Publish Get FoundGet Found • Blogging

• Social Media• SEO

• Optimize• Promote

ConvertConvert

SEO

• Offers / CTAs• Landing Pages

• Target• Capture ConvertConvert • Landing Pages

• Emails• Lead Intel

• Capture• Nurture

MeasureMeasure• Analytics• Test

• Analyze MeasureMeasurea y e• Repeat

7 Steps to P tiPromoting an Event with Inbound Marketing

Flickr: flattop341p

1. Create a Hub for the Event

Central locationCentral location for event information

Optimize for searchsearch

Organic Search is Better

Free

More trafficPay Per Click – 25% of Clicks

Smarter people Organic Results75% of Clicks

Longer lasting75% of Clicks

Source: Marketing Sherpa and Enquiro Research

Pick Your Keyword Battles

1. Search volume2 Relevance to your business2. Relevance to your business3. Competition

• “event”“community development event”• “community development event”

• “community development event Bastrop TX”Bastrop TX

Flickr: saeba

How Does Google Decide?

On-Page Off-PageOn-Page25%

Off-Page75%

On-Page SEO

Page TitleURL

H1, H2, H3 tags

Page TextPage Text• BoldMeta Tags & Description

Off-Page SEO

Recommendations from friends1 “I k H bS t”1. “I know HubSpot”2. “HubSpot is a marketing expert”3 Y t t th i thi3. You trust the person saying this

Links are online recommendations1. Link: www.HubSpot.comp2. Link with anchor text: Internet Marketing3. Link from a trusted website3. Link from a trusted website

Microsites a Macro Mistake?

Separate Brand vs. SEO Starting Line

Flickr: zhurnaly

2. Leverage Your Network

• Email Newsletter

• Facebook Page Update

• Facebook Group Message

• LinkedIn Group Message/Discussion

• Post on Blog / Website

3. Leverage Speakers & Sponsors

Make it easy to promote the event

3. Leverage Speakers & Sponsors

Make it easy - badges

3. Leverage Speakers & Sponsors

Make it easy – email copy & landing pages

Dear sponsor,Feel free to copy and paste the below copy for an email campaign or blog post.

3. Leverage Speakers & Sponsors

Make it easy – giveaways & discounts

4. Reach Out to Relevant Communities

Facebook Groups and Pages

4. Reach Out to Relevant Communities

LinkedIn Groups

4. Reach Out to Relevant Communities

Industry-Specific Communities

Local Event ListingsLocal Event Listings

4. Reach Out to Relevant Communities

1. Ask for suggestions about speakers & t i& topics

4. Reach Out to Relevant Communities

1. Ask for suggestions about speakers & t i& topics

2. Share content from the event

4. Reach Out to Relevant Communities

1. Ask for suggestions about speakers & t i& topics

2. Share content from the event3. Offer special discount

5. Create a Community

Create a Facebook Group and/or E tEvent

5. Create a Community

Create a Twitter Hashtag

5. Create a Community

Start the Conversation on Blog Posts

6. Publish Content

BlogPodcastVideosVideosPhotosP t tiPresentationseBooksNews Releases

Content Drives Visitors

Search engines like fresh contentfresh content

People like fresh contentcontent

M t tMore content means more tickets in SEO lottery

Encourage Others to Create Content

Tell them!

Encourage Others to Create Content

Make it easy!

Encourage Others to Create Content

Display their content!

Encourage Others to Create Content

Invite content creators ( di bl )(media = bloggers)• Find bloggers:

• Technorati• Google Blog Searchg g

• Approach bloggers• Read comment develop a relationshipRead, comment, develop a relationship

Encourage Others to Create Content

Provide a place!• Designated “Media

Room” for bloggers, media, interviews

• Wireless Internet forreal-time publishing

7. Optimize & Promote Content

Hashtag

7. Optimize & Promote Content

Monitor what’s published• Google Alerts

• Twitter Search

• Flickr Search

7. Optimize & Promote Content

RSS simplifies monitoring

7. Optimize & Promote Content

Aggregate

7. Optimize & Promote Content

Promote your content

7. Optimize & Promote Content

Promote your content

7. Optimize & Promote Content

Promote flattering content

8. Bonus!

Test, Analyze, Repeat

latherlather

rinse

repeat

Flickr:jacek nlj _

What to Measure

Registrants / AttendeesReachContentContentKeyword RankInbound LinksReviewsReviews

What to Measure

Registrants / Attendees• By Source – use tracking tokens!www.mywebsite.com/?source=email_partner1

What to Measure

Registrants / Attendees• By Source – use tracking tokens!discount code PartnerCode1

10

12

14

6

8

10

TrafficSubscribers

0

2

4 Registrants

0Partner 1 Partner 2 Speaker 1 Speaker 2

What to Measure

Registrants / AttendeesReach• Blog Subscribers 50

60Blog Email Twitter

og Subsc be s• Email Subscribers• Twitter Followers 30

40

50

• Twitter Followers• Facebook Fans

10

20

30

• etc. 0Q1 Q2 Q3 Q4

What to Measure

Registrants / AttendeesReachContentContent

What to Measure

Registrants / AttendeesReachContentContentKeyword Rank

What to Measure

Registrants / AttendeesReachContentContentKeyword RankInbound Links

What to Measure

Registrants / AttendeesReachContent 5

Session Rating Speaker Rating

ContentKeyword Rank

3

4

Inbound LinksReviews 1

2

Reviews0

1

A B C DA B C D

How to Measure

Where to Start: Website.Grader.com

Thank You!

Questions?

More Resources:

Blog.HubSpot.comInboundMarketing.comInboundMarketing.comHubSpot.com/Free-Trial

Ellie MirmanInbound Marketing ManagerHubSpot

Twitter: @ellieeille