preview of anpi marketing workshop on inbound marketing
DESCRIPTION
At the 2009 ANPI Marketing Workshop in Scottsdale, AZ on May 5, Mike Volpe, VP of Marketing at HubSpot, will show you step-by-step how to use inbound marketing to get customers coming to you. This isn't a theoretical discussion at 10,000 feet. This is a bring-your-laptop-and-login to evaluate and improve your inbound marketing strategy in real time. You will leave this session educated, empowered and enthused about the new tools you have available at your fingertips. Attending this session is a small investment of time and money that will pay dividends in your 2009 marketing successes.TRANSCRIPT
Inbound Marketing 101
Mike VolpeVP Marketing
HubSpot Twitter: @mvolpe
March 2009 | ANPI Annual Meeting Preview
Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips
Outbound Marketing
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Media
Rethinking MarketingOutbound Marketing• Telemarketing• Trade shows• Direct mail• Email blasts• Print ads• TV/radio ads
Inbound Marketing• SEO / SEM• Blogging• Social Media• RSS• Free tools / trials• PR / Buzz
Interruption Permission
Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips
Tip #1 – Publish, Don’t Advertise
“Think like a publisher”
-- David Meerman Scott
Where do you get your news?
What to Publish?
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
Where to Publish?
Tip #2 – SEO
7,900,000,000(3,000+ per second)
25% of SEO = On Page
• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
25% of SEO = On Page• Description
• Keywords
• Alt text on images
75% of SEO = Off Page
• Recommendations from friends1. “I know Mike Volpe”2. “Mike Volpe is a marketing expert”3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com2. Anchor text: Internet Marketing3. Link is from a trusted website
Tip #3 – Social Media
Flickr: chelmsfordpubliclibrary
“I’m too old to understandthis Social Media stuff.”
• Similar to a business cocktail reception
• Without constraints of time or space
Social Media = Cocktail Party
• Become a real member of the community
• Add value to the community• Ask and answer questions
• More effective than live cocktail parties• No boundaries of time or space• Other people can listen in easily
Build Network - Keyword Search
Build Network - Engage Famous People
2,700 followers
1,200 followers
Tip #4 – Measurement
Flickr: noblelgnnoble
Internet Marketing Scorecard
Blog Subscribers & Visitors
SEO Ranks
Traffic, Leads and Customers
Visitors Leads Customers
SEO 5,289 754 12
Blogging 834 72 3
Social Media 511 28 1
Visitors from Blogging
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
Thank You!
Mike Volpe
VP Marketing
HubSpot
I hope to see you!Register:
www.ANPIsolutions.com