Is Your Business Getting Found? How to use Google, blogs and social media to get found. Rick Burnes T itter @rickb rnes T witter: @rickburnes September 10, 2009
Aug 20, 2015
Is Your Business Getting Found?How to use Google, blogs and social media to get found.
Rick BurnesT itter @rickb rnesTwitter: @rickburnesSeptember 10, 2009
Agenda
I. About HubSpot & Inbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It
What’s HubSpot?
• Founded in July 2006 from research at MITy• Cambridge, MA• 1600+ customers 95+ employees1600 customers, 95 employees
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What Is Inbound Marketing?
Process ToolsG t F d
Website Visitors
Get Found• Publish• Promote
Get Found• Content Mgmt• Blogging
S i l M di
Leads
• Optimize • Social Media• SEO• Analytics
LeadsConvert• Test
Convert• Offers / CTAs
L di P• Target• Nurture
• Landing Pages• Email• Lead Intelligence• Lead Mgmt
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Customers
Lead Mgmt• Analytics
Agenda
I. About HubSpot & Inbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It
Pick Your Keyword Battles
Fight for “Ninja”
Flick Photos: ExtraMedium & Simonstarr
Fight for “Ninja” … or “Ninja Halloween Costume”
Optimize (Off-Page)
• Recommendations from friends1 “I know Rick Burnes”1. I know Rick Burnes2. “Rick Burnes is a top notch marketer”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
Agenda
I. Inbound vs. Outbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It
Blog = Better SEO, More Traffic
Website Grade
Google Indexed Pages
Monthly Unique Visitors
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com
What Kind of Content?
“The kind of online content that your buyers naturallythat your buyers naturally gravitate to.”
- David Meerman ScottAuthor of The New Rules of
Marketing & PR
www.webinknow.com
A Word of Caution
B i t t DOES NOT• Business content DOES NOT mean content about the products and services you selly
• Create content that’s useful and interesting to your target personas
What Content Channels Are Best?
• Blog• Podcast• Videos
Ph t• Photos• Presentations• eBookseBooks• News Releases
Get Into the Content Mindset
• Make emails into blog posts• Turn forum posts into blog
postsSh t id t t• Shoot videos at events
• Interview customers for your blogb og
• Repurpose company data for public reports
• Share lessons you learn
Flick Photo: Cindiann
Agenda
I. About HubSpot & Inbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It
Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured• Small scale• No business impact
• Highly measurable• Massive scale• Major driver of leads, sales
• But lots of fun • Still fun
PR, Social-Media Style
Need 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 -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
I will call you right now
408 555-1234?
Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
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; g
What Are They Saying About You?
Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch
T h ti• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com
Participate in Q&A
• Facebook Discussions
• Yahoo! Answers
• LinkedIn Q&A and Discussionsand Discussions
What Gets Shared?
Rarely Shared
FrequentlySharedShared Shared
• Product info • New dataProduct info• Free trials• Software documentation
New data• Funny videos• Top-notch blog posts
Agenda
I. About HubSpot & Inbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It
What Should You Measure?
Content Social MediaSEOMeasure
M
VisitorsMeasure
Measure
VisitorsMeasure
LeadsMeasure
CustomersMeasure
Measure
Track Conversions
Traffic to HubSpot.com
Selected Channels
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Techcrunch 504 75 15% 6 1.2%
ZDnet 511 28 5% 1 0.2%