The Inbound Marketing Advantage Rick Burnes Twitter: @rickburnes August 26, 2010 How to use Google, blogs and social media to get found online.
The Inbound Marketing Advantage
Rick Burnes
Twitter: @rickburnes
August 26, 2010
How to use Google, blogs and social media to get found online.
Marketing Today (Inbound)
Leads
Get Found• Publish• Promote• Optimize
Process ToolsGet Found• Content Mgmt• Blogging• Social Media• SEO• Analytics
Convert• Test• Target• Nurture
Website Visitors
Customers
Convert
• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
What Is Inbound Marketing?
Pick Your Keyword Battles
Flick Photos: ExtraMedium & Simonstarr
Fight for “Ninja” … or “Ninja Halloween Costume”
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
The Difference?
What Should You Write About?
(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
• Make emails into blog posts
• Turn forum posts into blog posts
• Shoot videos at events• Interview customers for
your blog• Repurpose company
data for public reports• Share lessons you learn
Get Into the Content Mindset
Flick Photo: Cindiann
Social Media Is Now a Staple
• 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
I will call you right now
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
Social Media Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
Places to listen• Search.Twitter.com• google.com/blogsearch• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com
Start Listening
Share Your Content
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New data• Funny videos• Top-notch blog posts
Why Tracking Channels Is Critical
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Thank You!
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