Mapping the Inbound Marketing Ecosystem How to use Google, blogs and social media to get found online. Rick Burnes Twitter: @rickburnes March 4, 2010
May 09, 2015
Mapping the Inbound Marketing Ecosystem
How to use Google, blogs and social media to get found online.
Rick Burnes
Twitter: @rickburnes
March 4, 2010
Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
We’ve Seen a Lot of Marketing Hairstyles
3
SEO
Flickr: nopiedraFlickr: Sachaverelle
Is This Just Another Hairstyle?
4
Flickr: davecobb
This Ain’t No Haircut!
5
Tesla MotorsWikipedia
How Do You Navigate a Complex Landscape? A Map!
6
Flickr: WanderingtheWorld
Traditional Marketing (Outbound)
7
Marketing Today (Inbound)
8
How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
99
Budget vs. Brains
Flickr: Refracted MomentsFlickr: Refracted Moments Flickr: Gaetoan LeeFlickr: Gaetoan Lee
Outbound Is Expensive
11
Inbound Is Cheaper
Why Inbound Is Cheaper
What Is Inbound Marketing?
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Website Visitors
14
Leads
• SEO
• Analytics
Convert
• Test
• Target
• Nurture
Customers
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Social
SEO
15
Social
Media
Blog
Flickr: WanderingtheWorld
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
How Do You Get to the Top?
Pick Your Keyword Battles
18Flick Photos: ExtraMedium & Simonstarr
Fight for “Ninja” … or “Ninja Halloween Costume”
Two Sides of Optimization
19
On-Page Off-Page
Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags• H1,H2,H3 tags
• Page Text• Bold
Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images
Optimize (Off-Page)
• Recommendations from friends1. “I know HubSpot”
2. “HubSpot sells great marketing software”
3. You trust the person saying this
• Links are online recommendations1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
How Do You Get Links?
Have something worth linking to.
Blogging Means More Inbound Links
24
How Google Weights Optimization
On Page
(25%)
25
Off-page optimization is critical.
Off Page
(75%)
SEO
26
Blog
Flickr: WanderingtheWorld
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site
What’s the difference?
Blog = Better SEO, More Traffic
Website
Grade
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
How Many Tickets Do You Have?
What Should You Write About?
Topics that attract Holly & Larry – your business’ target personas!
32
(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
Content Attracts the Right People
Neil Diamond Neil Diamond
Flick Photo: Marciela
What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations• Presentations
• eBooks
• News Releases
Don’t Talk About Your Product
HubSpot.com/cartoons
Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Shoot videos at events
• Interview customers for your • Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
Social Media Is Now a Staple
38
• Unmeasured
• Small scale
• No business impact
• But lots of fun
• Highly measurable
• Massive scale
• Major driver of leads, sales
• Still fun
Flickr: anitacanita Flickr: sierravalleygirl
PR, Social-Media Style
Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
408 555-1234?
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
PR, Social-Media Style
Elapsed Time:
50 Minutes
Social Media Drives Leads
HubSpot Social Media Leads
41
Twitter is largest category, at >40% of HubSpot’s total social media leads.
How to Get Started
Listen
Listen More
Build Relationships
Share Your Content
What Are They Saying About You?
Places to listen• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs• Existing blogs
• Industry Twitterers
• Twitter.grader.com
43
Participate in Q&A
Discussions
• Yahoo! Answers
• LinkedIn Q&A • LinkedIn Q&A
and Discussions
Distribute Your Content
45
Conversation & Distribution
Conversation
46
Conversation
Distribution
AND
What Gets Shared?
Rarely
Shared
Frequently
Shared
47
• Product info
• Free trials
• Software documentation
• New data
• Funny videos
• Top-notch blog posts
Blogging Increases Twitter Reach
48
Twitter Plays a Bigger SEO Role
49
Results
from
Social
SEO
50
Social
Media
Blog
Flickr: WanderingtheWorld
Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
Assess Search Engine Optimization
http://websitegrader.com/
Measure Blog Subscriptions
• A measure of you blog’s total reach
• A “sticky” number
Track the Whole Funnel
Website Visitors
54
Leads
Customers
How to Track Your Funnel
Track visitors.
55
How to Track Your Funnel
Track leads.
56
How to Track Your Funnel
Track customers.
57
Track the Whole Funnel for Each Channel
SEO Visitors Blog Visitors PPC VisitorsSocial Media
Visitors
58
Leads
SEO Customers Blog Customers PPC Customers Social Media
Customers
Why Tracking Via Channels Is Critical
Visitors Leads Conversion Customers Net
Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
59
Final Thoughts …
60
It’s an Ecosystem
Social
SEO
61
Social
Media
Blog
Flickr: WanderingtheWorld
Build Leverage
62
Who Knows How to Put All the Pieces Together?
63
d.j.k. on flickr
HubSpot Puts the Pieces Together
64
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes