Slides: SlideShare.net/HubSpot

Twitter: @mvolpeTwitter: @mvolpe

H PR Firm C n Dri Cli ntHow PR Firms Can Drive Client Inbound Marketing

Mike VolpeVP MarketingVP MarketingHubSpot

Who’s HubSpot?

• Inbound marketing software for SMBs• (SEO blogging social media analytics)• (SEO, blogging, social media, analytics)

• 700 Customers

Top 100Marketing Blog

8,000 Members

25,000 Reports 15,000 Reports(i k )450 000 Reports, p(in 2 weeks)450,000 Reports

Who’s HubSpot?

Who’s Mike Volpe?

• B2B marketing in tech industry for 10 years

• Never worked at a PR firm

• Blogger & active in social mediaBlogger & active in social media

What Won’t I Tell You?

• PR is changingE er one is no a member of the media• Everyone is now a member of the media

• Google defines your brand• Social media is changing PR• SEO is changing PRSEO is changing PR• Blogging is changing PR

Traditional PR is dead• Traditional PR is dead

What Will I Tell You?

Ne ideas for marketing/PR• New ideas for marketing/PR

• Suggestions for measurement

• Client perspective on PR

Outbound Marketing

800-555-1234AnnoyingSalesperson

Inbound Marketing

Blog SEO Social Mediag

Rethinking MarketingOutbound Marketing• Telemarketing

Inbound Marketing• SEO / SEM

• Trade shows• Direct mail• Email blasts

• Blogging• Social Media• RSS• Email blasts

• Print ads• TV/radio ads

• RSS• Free tools/trials• Public Relations

Interruption Permission

Our Universe

Agenda

Ne ideas for marketing/PR• New ideas for marketing/PR

• Suggestions for measurement

• Client perspective on PR

Example #1

“Think like a p blisher”“Think like a publisher”-- David Meerman Scott

Day in the life…8:00 - 8:30 am: Check HubFeed, blogosphere, Facebook, Twitter, Forums• Leave comments, answer questions• Add some new friendsAdd some new friends

8:30 - 9:30 am: Launch new interactive tool and publish article on blog• Post link on Twitter and Facebook

3 00 3 30 S l i t ff b t3:00 - 3:30 pm: Someone else says nice stuff about you• Vote for it on StumbleUpon, Digg, etc., post on Facebook and Twitter• Email friends/employees to promote it

3 30 4 00 A l R t3:30 – 4:00 pm: Analyze Reports• Keyword Grader & Blog Insights - Pick topic for next blog article• HubFeed & Link Grader – Leave comments & befriend blogs that link to me• Page Grader - Make a couple tweaks to on-page SEOg p p g

1. Publish Content2. Develop Relationships3. Monitor Conversations4. Promote Content5. Analyze Progress

What to Publish?

• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases

Where to Publish?

Example #2 – Promote Your Content

FlickrFlickr: : ClintJCLClintJCL

Promote Your Content

Promote Flattering Content

Example #3 – News Release Optimization

FlickrFlickr: : Editor_BEditor_B

News Release Steps

1. Keyword Analysis

2. Set Link Strategy

3. Write

4. Analyze & Edit

5. Post & Promote

Summary News Release Tips

1. Pick 1-2 keyword phrases2 Use in title content and links2. Use in title, content and links3. Link keywords to matching pages4. Optimize your boilerplate5. Publish as blog/RSS on your website5. Publish as blog/RSS on your website6. Write early and often

25% of SEO = On Page (Visible)

• Page Title

• URL

• H1,H2,H3 tags

• Page Text• Bold

25% of SEO = On Page (Invisible)

• Description

• Keywords

• Alt text on images

75% of SEO = Off Page

• Recommendations from friends1 “I know Mike Volpe”1. “I know Mike Volpe”2. “Mike Volpe is a marketing expert”3 You trust the person saying this3. You trust the person saying this

• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website

PR 2.0 = SEO (Links)

Off P SEO i HARD

On 

• Off Page SEO is HARD• Links are hard to get

Th t’ h h iPage SEO25%

• That’s why search engines use them to measure “importance”

Off Page 

• PR 2.0 = SEO (Li k )SEO

75% (Links)

Example #4 – Q&A / Discussion Forums

FlickrFlickr: : chelmsfordpubliclibrarychelmsfordpubliclibrary

Participate in Q&A

• FacebookDiscussionsDiscussions

• Yahoo! Answers

• LinkedInLinkedIn Q&A and DiscussionsDiscussions

Q&A / Discussion Forums

Short tho ghtf l ans ers• Short, thoughtful answers

• Links to (your) blog and tools

• First answers are better

• Long term, long tail strategy

Example #4 - Twitter

FlickrFlickr: CC Chapman: CC Chapman

Using Twitter for PRNeed to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

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

408 555-1234?

http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

I will call you right now

Elapsed Time:50 Minutes50 Minutes

Build Network - Keyword Search

Build Network - Follow Famous People

Build Network - Engage Famous People

2,700 followers

1,200 followers,

Discussion, Not Broadcast

Example #5 - Groups

FlickrFlickr: : VidiotVidiot

Start Groups

8 000 M b8,000 Members#7 in search for “marketing”

1,200 Members

Build a Group

• Generic Title (“Pro Marketers”)

• Invite employees, customers and friends

• Post on your blog, website, etc.Post on your blog, website, etc.

Then it spreads virally (or repeat the steps)• Then it spreads virally (or, repeat the steps)

Manage a Group

• LinkedIn• Start discussions• Start discussions• Download email list, send newsletter

• Facebook• Start discussions• Upload photos, videos• Send updates

• Quality Content

Example #6 - Blog

FlickrFlickr: Annie Mole: Annie Mole

Tips You Might Not Know

Start before o ha e a prod ct• Start before you have a product• Start before you have a website• Start before you have anything

• All you need: a rough market and some ideas

• A blog can launch a company

Biggest Blogging Mistake

Don’t use a “free” URL from a blog service

• HubSpot.blogspot.com – NO!HubSpot typepad com NO!• HubSpot.typepad.com – NO!

• HubSpot.wordpress.com – NO!

• Blog.HubSpot.com – Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes

Final Example – Free Tools

FlickrFlickr: kiki99: kiki99

Build Free Tools

• Website Grader• Few days to build v1• Few days to build v1• $5,000 in marketing

450 000 t• 450,000 reports• 80,000 opt-in emails

Th d f l d• Thousands of leads• 50,000 links• 4,000 bookmarks• PR: TechCrunch, Guy Kawsaki, PC Magazine• Awards: Webby, ad:tech, IMA, MITX

Tips for Successful Free Tools

• Simple inputsInstant res lts• Instant results

• Comparative (competitive) score• Customized feedback• Tips on how to improveTips on how to improve• Easy to share (badge, email, social media)

Solicit feedback and improve the tool• Solicit feedback and improve the tool

Cocktail Party Trick

F ll dFollow grader:“f grader”f grader

Send a message:“D d @ ”“D grader @username”

Agenda

Ne ideas for marketing/PR• New ideas for marketing/PR

• Suggestions for measurement

• Client perspective on PR

Tracking PR

Old Rules• Clippings

New Rules• Inbound Links• Clippings • Inbound Links

• vs Competition• Searches on your brandSearches on your brand

or company• Visitors, Leads &Visitors, Leads &

Customers• # Results in Googleg

• vs Competition

Tracking PR

Novice• Inbound Links

Advanced• Leads by Source• Inbound Links

• Delicious Bookmarks• Friends / Connections

• Leads by Source• Customers by Source

• Friends / Connections• Email/RSS Subscribers

SEO Rankings• SEO Rankings• Web Traffic

Website Grader

Inbound Links

http://siteexplorer search yahoo com/http://siteexplorer.search.yahoo.com/

Delicious Bookmarks

http://delicious com/url/http://delicious.com/url/

Friends / Connections

• For company and key employeesPick 3 5 appropriate for o r market• Pick 3-5 appropriate for your market

Facebook Fans & Activity

Email / RSS Subscribers

Opt In EmailsRSS Subscribers Opt-In EmailsRSS Subscribers

Measure Traffic & LeadsMeasure Traffic & Leads

(When a website with lots of traffic picks up your ti l )article….)

1. Measure number of visitors2. Measure number of leads3 Look at conversion rate for that traffic source3. Look at conversion rate for that traffic source4. Add an event to graphs5 In the future focus PR effort on media that5. In the future, focus PR effort on media that

drive leads

Traffic, Leads and CustomersVisitors from ZDNet

Visitors Leads Customers

TechCrunch 5,289 754 12

ZDNet 834 72 3

Twitter 511 28 1

Internet Marketing Scorecard

Press Release Grader

Agenda

Ne ideas for marketing/PR• New ideas for marketing/PR

• Suggestions for measurement

• Client perspective on PR

What Clients Want

1. Research / Strategy

2. Training / Expertise

3. Create & Publish Content

4. Monitoring

5 Pitching / Relationship Development5. Pitching / Relationship Development

http://blog hubspot com/blog/tabid/6307/bid/4267/The-Role-of-PR-Firms-in-http://blog.hubspot.com/blog/tabid/6307/bid/4267/The Role of PR Firms inSocial-Media-and-Inbound-Marketing.aspx

My Biggest Complaint

• PR “pros” don’t know enough (details)

• News release optimization

• Publishing & optimizing podcasts, videos

• Group setup & optimization in social mediaGroup setup & optimization in social media

• Not web “technical” enough

• Not analytical enough

Challenge & Opportunity

• Are you an expert? (Really?)

• Do you use these tools? Aggressively?

• Hire a super technical person?

• Hire a super analytical person?

• 20% of staff time to learn / experiment?• 20% of staff time to learn / experiment?

Thank You!

Free Tools:htt //W b it G dhttp://Website.Grader.com

http://PressRelease.Grader.comhtt //T itt G d

Mike Volpe

http://Twitter.Grader.com

Mike VolpeVP MarketingHubSpotp

Facebook: www.facebook.com/people/Mike_Volpe/709797LinkedIn: www linkedin com/in/mikevolpeLinkedIn: www.linkedin.com/in/mikevolpeTwitter: www.twitter.com/mvolpe