Preview of ANPI Marketing Workshop on Inbound Marketing
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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
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