inbound marketing ama albany

Inbound Marketing 101

Mike VolpeVP Marketing

HubSpot Twitter mvolpe

AMA | Albany NY | 12 Feb 2009

Agenda

bull Inbound vs Outbound Marketing

bull Four Inbound Marketing Tips

Outbound Marketing

800-555-1234AnnoyingSalesperson

Inbound Marketing

Blog SEO Social Media

Rethinking MarketingOutbound Marketingbull Telemarketingbull Trade showsbull Direct mailbull Email blastsbull Print adsbull TVradio ads

Inbound Marketingbull SEO SEMbull Bloggingbull Social Mediabull RSSbull Free tools trialsbull PR Buzz

Interruption Permission

Agenda

bull Inbound vs Outbound Marketing

bull Four Inbound Marketing Tips

Tip 1 ndash Publish Donrsquot Advertise

ldquoThink like a publisherrdquo

-- David Meerman Scott

Where do you get your news

What to Publish

bull Blog

bull Podcast

bull Videosbull Photos

bull Presentations

bull eBooks

bull News Releases

Where to Publish

Biggest Blogging Mistake

Donrsquot Use a ldquofreerdquo URL from BlogspotTypepad or Wordpress

bull HubSpotblogspotcom ndash NObull HubSpottypepadcom ndash NO

bull BlogHubSpotcom ndash Yesbull HubSpotcomBlog ndash Yesbull SmallBusinessHubcom ndash Yes

Tip 2 ndash SEO

7900000000(3000+ per second)

25 of SEO = On Page (Visible)

bull Page Title

bull URL

bull H1H2H3 tags

bull Page Textbull Bold

25 of SEO = On Page (Invisible)bull Description

bull Keywords

bull Alt text on images

75 of SEO = Off Page

bull Recommendations from friendsbull ldquoI know Mike Volperdquobull ldquoMike Volpe is a marketing expertrdquobull You trust the person saying this

bull Links are online recommendations

1 A link wwwHubSpotcom2 Anchor text Internet Marketing3 Link is from a trusted website

SEO Benefits of BloggingPublishing

What would you link to

27000 links 18000 links

Tip 3 ndash Social Media

ldquoIrsquom too old to understandthis Social Media stuffrdquo

bull Similar to a business cocktail reception

bull Without constraints of time or space

Social Media = Cocktail Party

bull Become a real member of the community

bull Add value to the communitybull Ask and answer questions

bull More effective than live cocktail partiesbull No boundaries of time or spacebull Other people can listen in easily

Build Network - Keyword Search

Build Network - Engage Famous People

2700 followers

1200 followers

Promote Your Content

Promote Flattering Content

Using Twitter for PR

I will call you right now

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

408 555-1234

I spoke about our use of social media for biz on 2 panels - httptinyurlcom4v4cgh AND httptinyurlcom6943l9

Elapsed Time50 Minutes

Tip 4 ndash Measurement Case Studies

Internet Marketing Scorecard

Blog Subscribers amp Visitors

SEO Ranks

Facebook Fans amp Activity

Traffic Leads and Customers

Visitors Leads Customers

SEO 5289 754 12

Blogging 834 72 3

Social Media 511 28 1

Visitors from Blogging

Case Study HubSpot Blog

bull 25 years and ~400 articles

bull Google is 1 traffic sourcebull Over 100 growth in past 12 months

bull Traffic on ~400 different wordshellip Yesterday

bull First page ranking for ~400 keywords

Case Study Publish What You Have

bull SolidWorks 100+ Videos on Website

bull Published on YouTube No Promotion

bull 10000+ Views Month

Case Study Website Grader

bull Blog Contentbull 500000 reports generated

bull SEObull Page 1 for ldquoSEO Scorerdquo ldquowebsite SEOrdquo etcbull 40000+ inbound linksbull 3000 websites with badgelink

bull Social Mediabull 4500 Delicious bookmarksbull 25000+ visitors from StumbleUpon

Case Study Twitter Grader

bull Promoted only on Twitter for free

bull Over 1000000 profiles graded to date

bull 50 of visitors from Twitter

Case Study Will It Blend

bull Blog Contentbull 74 videosbull 2m YouTube channel views

bull SEObull Page 1 for ldquoblendrdquobull 55000 inbound links

bull Social Mediabull 83000 channel subscribersbull Over 500 Facebook groupsbull 5 Digg front page stories

Case Study Oughta Know Inbound Mktgbull Video

bull 40000 views first weekbull 10000 views first day

bull Social Mediabull 1 source = StumbleUponbull 2 source = Twitter

bull 3 source = Facebook

bull SEObull Page 1 for ldquoinbound marketingrdquo

bull 50+ inbound links to blog article

Budget vs Brains

Thank You

Mike Volpe

VP Marketing

HubSpot

HubSpot Free TrialwwwHubSpotcomfree-trial

Liked this presentation

Leave a recommendation for me as a speaker on LinkedIn

wwwlinkedincominmikevolpe

Additional Free Infobull SEO Webinar

bull httpwwwhubspotcomarchiveseo-101-webinar

bull Blogging Webinarbull httpwwwhubspotcomarchiveblog-webinar

bull Social Media Webinarbull httpwwwhubspotcomarchivesocial-media-webinar