the future of marketing is inbound marketing
DESCRIPTION
What is the future of marketing? How will inbound marketing change how you reach new customers? Learn about inbound marketing and social media marketing and blogging to expand your brand and sales. (Brandsource Convention Presentation by Mike Volpe.)TRANSCRIPT
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The Future of Marketingis Inbound Marketing
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
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Marketing is Changing
1950 - 2000 2000 - 2050
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Outbound Marketing
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Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
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More Bad News…
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The Good News…
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Inbound Marketing
Blog SEO Social Media
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Inbound Gives Leverage
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Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
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NY Parking Tickets
Blogging + SEO + Social Media• 7x more website
visitors• 25x more visitors
from Google• 8x more links to
website
Website Visitors
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Music Videos
• Video• 40,000 views first week• 10,000 views first day
• Social Media• #1 source = StumbleUpon• #2 source = Twitter• #3 source = Facebook
• SEO• Page 1 for “inbound marketing”• 50+ inbound links to blog article
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BlendTec - Will It Blend?
Videos + Social Media• 55,000 inbound links• 83,000 YouTube
subscribers• 500+ Facebook groups• 5 Digg front page
stories• 3x Sales Increase
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Questions to ask yourself...
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How am I expanding my online footprint?
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Am I publishingshare-worthy content?
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How can I start and join relevant
conversations?
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Am I presenteverywhere that peoplediscuss my industry?
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Stop thinking like amarketer or advertiser.
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Start thinking like apublisher and
socializer.
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Some Ideas…
Flickr: Gaetoan Lee
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Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
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Publish Everywhere
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Target Content to Your Personas
Kadient photo by: David Meerman Scott
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1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
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What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog posts
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Make Sharing Easy
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Twitter for Customer Service
http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm
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Social Media is Personal
Are you going to let Comcast
provide morepersonal
service than you do?
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What about Best Buy?
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1-1 Personal Service & Advice
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Home Depot on Facebook
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Personal Profile vs. Business Page
• Set up a Personal Profile first and then create a Business Page that you will administer
• Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)
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Create an Engaging Presence
• Events• Videos• Discussions• Photos• Blog Articles
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Go Viral – Leverage News Feed
• News Feed shows updates on your and your friends’ activity
• First thing you see when you log in
• Your updates show on your profile “Wall”
• Allow users to engage with you – each activity is shared with their network
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Draw on Your Network
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Twitter.Grader.com Keyword Search
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Search.Twitter.com
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Optimize for Search
• Facebook Search• Based on # Fans
• Public Search• Check your settings
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Advertise on Facebook
http://www.facebook.com/advertising/
Note: You must be logged in to create an ad
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Measure Friends, Fans, Activity
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Additional Resources
• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/
• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/
• Social Media Marketing Kit• http://www.hubspot.com/twitter-marketing-hub/
• Blog: http://Blog.HubSpot.com
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Thank You!
Today’s slides & more resources:www.MikeVolpe.com/BrandSource
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe