Mapping Inbound Marketing: Combine Blogging, Social Media and SEO for Results

Mapping Inbound Marketing:Combine Blogging, Social Media and SEO for Results

Mike VolpeVP Marketing, HubSpotTwitter: @mvolpe

Social Fresh - Portland, OR - March 29, 2010

@mvolpe

What’s the Next Hairstyle?

SEO BloggingSocial MediaFlickr: nopiedra

Flickr: Sachaverelle

Flickr: davecobb

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This Ain’t No Haircut!

WikipediaWikipedia

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Flickr: WanderingtheWorld

Navigating a Complex Landscape@mvolpe

Marketing is Changing

1950 - 2000 2000 - 2050

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Outbound Marketing@mvolpe

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

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The Good News…

Inbound Marketing:Get Found using Google, Social Media and Blogs

Top 5 Web Marketing Book on Amazon

InboundBook.com

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The Great News…

Source: survey of hundreds of businesses: HubSpot.com/ROI

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“Best Things” from 2009

Source: survey of hundreds of businesses: HubSpot.com/ROI

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“Worst Things” from 2009

Source: survey of hundreds of businesses: HubSpot.com/ROI

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Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

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“If you have more money than brains, use

outbound marketing.If you have more brains

than money, use inbound marketing”

-- Guy Kawasaki

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Questions to ask yourself...

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Am I regularly creating new share-

worthy content?

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Am I promoting my content

in social media conversations?

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Am I optimizing my content for search and

social media?

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Am I converting asmany visitors into

leads and sales as I can?

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Stop thinking like amarketer or advertiser.

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Start thinking like apublisher and

socializer.

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Inbound Marketing Map

Social Media

Blog

SEO

Flickr: WanderingtheWorld

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Conversions

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

Inbound Marketing

Create

Optimize

Promote

Convert

@mvolpe

Publish Everything

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

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Publish Everywhere@mvolpe

Create Great Content by Blogging

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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Blogging Attracts More Links

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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Blogging Attracts More Visitors

Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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46% of companies who blog have gotten

revenuebecause of their blog.

Source: survey of hundreds of businesses: HubSpot.com/ROI

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Most Business Blogs Post Weekly

Source: survey of hundreds of businesses: HubSpot.com/ROI

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More Blogging Increases Results

Source: survey of hundreds of businesses: HubSpot.com/ROI

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Inbound Marketing Workshop

Create

Optimize

Promote

Convert

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SEO Tips from Website Grader

Lessons from 2,115,631 websites

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What drives SEO rank?

HubSpot.com/cartoons

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SEO = Context and Authority

Ranking Algorithm:f(n): Context + Authority

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Keywords & The Prosthodontist

Image: http://www.thehumorousimage.com/

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On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content

• Description

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Authority is Determined by Links@mvolpe

More & Better Content = Links

Source: Data from selected websites using www.WebsiteGrader.com

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Where is Search Going?@mvolpe

Where is Search Going?

Inbound Marketing

Create

Optimize

Promote

Convert

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It’s NOT About You… Ever

HubSpot.com/cartoons

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Target Content to Your Personas

Kadient photo by: David Meerman Scott

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Content Makes You Interesting@mvolpe

Blogging Drives Social Success

Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

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Make Sharing Easy@mvolpe

What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Product documentation• Company background

• New market data• Educational content• Top-notch blog posts

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Social Media = Leads and Sales

Source: survey of hundreds of businesses: HubSpot.com/ROI

@mvolpe

Inbound Marketing

Create

Optimize

Promote

Convert

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Never let website visitors guess what to

do next.

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Conversion Tips

Offer +Call to Action

Landing Page

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Conversion Tips

Offer +Call to Action

• Value of offer• Visual design of

CTA• Text on CTA• Placement of CTA• Test & experiment

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Offer – WIIFM?@mvolpe

Offer – WIIFM?@mvolpe

No Call to Action@mvolpe

Good Homepage Call to Action@mvolpe

Offer and Calls to Action Tips

Offers need to have value Use CTAs everywhere Test to find the best CTA / offer• Offer, colors, text, size, place

Make the next step obvious and easy

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Conversion Tips

Landing Page

• Consistent with past steps

• Simple & clear• Short forms• Test & experiment

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Limited Navigation@mvolpe

Don’t Ask for Sensitive Info@mvolpe

Keep It Short

32% Conversion

53% Conversion

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Landing Page Tips

Tell people what they will get Limit distractions (navigation / links) Keep it short and simple Test to find the best

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Inbound Marketing Summary

Optimize

PromoteCreate

Convert

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How to Put All the Pieces Together?

d.j.k. on flickr

HubSpot Puts the Pieces Together

Suggested Next Steps

• Read the “Inbound Marketing” Book

• Grade your website: www.WebsiteGrader.com

• Additional Free Resources: www.HubSpot.com/marketing-hubs

@mvolpe

Q & A

Mike VolpeVP Marketing @HubSpotTwitter: @mvolpe

Free Trial: www.HubSpot.com/free-trial

These slides: www.MikeVolpe.com/sofresh