Inbound Marketing:Inbound Marketing - HubSpot

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Inbound Marketing: SEO Blogs Social Media Mike Volpe VP Inbound Marketing HubSpot Twitter: @mvolpe

Outbound Marketing

Outbound Marketing 800-555-1234 Annoying Salesperson

Inbound Marketing Blogg SEO Social Media

Rethinking Marketing Outbound Marketing Telemarketing Trade shows Direct mail Email blasts Print ads TV/radio ads Inbound Marketing SEO / SEM Blogging Social Media RSS Free tools/trials Public Relations Interruption Permission

Budget vs. Brains Flickr:: Refracted Moments Flickr Flickr:: Gaetoan Lee Flickr

What Determines Success? Blog / Content Social Media Fans (Friends) Content C Inbound Links Fans (Subscribers) SEO Content Inbound Links

Exponential Effects Blogg

Exponential Effects SEO Blogg More Traffic More Links

Exponential Effects SEO Blogg S i l Media Social M di Even More Traffic More Traffic Even More Links More Links More Content

Exponential Effects SEO Blogg S i l Media Social M di Even More Traffic More Traffic Even More Links More Links More Content

What to Publish? Blog g Podcast Videos Photos Presentations eBooks News Releases

What to Publish? Blog g Podcast Videos Photos Presentations eBooks News Releases

What to Publish? Blog g Podcast Videos Photos Presentations eBooks News Releases

What to Publish? Blog g Podcast Videos Photos Presentations eBooks News Releases

What to Publish? Blog g Podcast Videos Photos Presentations eBooks News Releases

Where to Publish?

When to Blog Start before you o ha have e a prod product ct Start before you have a website Start before you have anything All you need: a rough market and some ideas A blog can launch a company

Biggest Blogging Mistake Using a “free” URL from Blogspot or Typepad HubSpot.blogspot.com – NO! HubSpot.typepad.com – NO! Blog.HubSpot.com – Yes HubSpot.com/Blog HubSpot com/Blog – Yes SmallBusinessHub.com – Yes

Blog Article Titles F Funny: nn “GoDaddy's “GoDadd 's 16 16-Step Step Checko Checkout: t Brainless Marketing At Its Finest?” Enticing: “12 Quick Tips To Search Google Like An Expert” SEO: “Free Advertising on Google” 6th Most Popular HubSpot Blog Article l

Blog Frequency Steady Stead readership? At least weekly, more is better. SEO focused? Frequency is less important.

Blog Topic Ideas List of 5 ideas, trends or thoughts P blish a list of links Publish Take a recent experience and share it Answer questions you received recently Comment on other blog articles Turn a press release into a blog article Check your email outbox

Case Study: Publish What You Have SolidWorks: 100 Videos on Website Published P blished on Yo YouTube, T be No Promotion 10,000 Views / Month

Case Study: HubSpot Blog 2.5 years and 400 articles Google is #1 traffic source Over 100% growth in past 12 months Traffic on 400 different words Yesterday! First page ranking for 400 keywords

Blog Subscribers & Visitors

Blog Article Performance

Exponential Effects SEO Blogg S i l Media Social M di Even More Traffic More Traffic Even More Links More Links More Content

25% of SEO On Page (Visible) Page Title URL H1,H2,H3 tags Page Text Bold

25% of SEO On Page (Invisible) Description Keywords Alt text on images

75% of SEO Off Page Recommendations from friends 1 “I know Mike Volpe” 1. 2. “Mike Volpe is a marketing expert” 3 You trust the person saying this 3. Links are online recommendations 1. A link: www.HubSpot.com 2 Anchor text: Internet Marketing 2. 3. Link is from a trusted website

SEO Benefits of Blogging/Publishing Blogs/content are a magnet for links Links power po er most of SEO What would you link to? 27,000 links 18,000 links

Case Study: Website Grader Blog / Content 500,000 reports generated SEO Page 1 for “SEO Score”, “website SEO”, etc. 40,000 inbound links 3,000 websites with badge/link Social Media 4,500 Del.icio.us bookmarks 25,000 visitors from StumbleUpon

Website Grader SEO Tool

On Page SEO Analysis

Article SEO Performance Analysis

Inbound Link Analysis

Exponential Effects SEO Blogg S i l Media Social M di Even More Traffic More Traffic Even More Links More Links More Content

“I’m I m 48. 48 I don don’tt understand this Social Media stuff.” Similar to a business cocktail reception Without constraints of time or space

Business Cocktail Party Advice Meet people and start con conversations ersations Answer questions – help others Ask questions – trust others’ advice

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

Promote Your Content

Promote Your Content

Promote Flattering Content

Case Study: Twitter Grader Promoted only on Twitter for free Over O er 600 600,000 000 profiles graded to date 50% of traffic from Twitter

RSS Monitoring

Monitor Publishing

Monitor Sharing

Monitor Discussions

HubFeed Automatic Monitoring

What Determines Success? Blog / Content Social Media Fans (Friends) Content C Inbound Links Fans (Subscribers) SEO Content Inbound Links

Case Study: Oughta Know Inbound Mktg Video 40 40,000 000 views first week 10,000 views first day Social S i lM Media di #1 source StumbleUpon #2 source Twitter #3 source Facebook SEO Page g 1 for “inbound marketing” g 50 inbound links to blog article

Case Study: Will It Blend? Blog / Content 74 videos 2m YouTube channel views SEO Page 1 for “blend” blend 55,000 inbound links Social Media 83,000 channel subscribers Over 500 Facebook groups 5 Digg front page stories

Conclusion: A Day of Inbound Marketing 8:00 - 8:30 am: Check blogs, Facebook and Twitter Leave some comments Add some new friends 8:30 - 9:30 am: Publish new blog article Post link on Twitter and Facebook 3:00 - 3:30 pm: Someone says nice stuff about you Vote for it on StumbleUpon, Digg, etc. Post link on Facebook and Twitter Email friends/employees to promote it 3:30 – 4:00 pm: Review SEO results Make a couple tweaks to on-page SEO

Thank You! Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe

HubSpot Inbound Marketing System

Inbound Marketing System SEO Content Management Blogs Social Media Landing Pages Lead Intelligence CRM

Getting Found: On-Page SEO Keyword Grader Determine D i what h kkeywords d to optimize your pages around based on relevance, search volume, and how difficult it will be to rank on the first page of Google Identify critical long tail words (high conversion rates, low competition) Monitor your rank against competitors for each keyword/phrase Determine the specific page on your site that is ranking y g for each keyword(phrase) and how to make further improvements

Getting Found: Off-Page SEO Link Grader Identify opportunities to generate more return from your existing links Monitor your live inbound links and which inbound links are producing the most value for you Aggregate your competitors inbound links to discover new link building opportunities that you have not taken advantage of

Getting Found: SEO for Your Whole Site Page Grader Analyze each page of your site to see which produce the most value for you (traffic, leads, ranked k d kkeywords, d lilinks) k ) Automatically recommend improvements to optimize each page off your site it

Getting Found: Blogosphere Blogging Enable E bl easy, naturall process to consistently update content on your site, achieve more frequent search engine crawls, and i improve authority th it Develop an audience of email and RSS subscribers Attract more inbound links (“link ( link bait”) Write keyword rich content to attract more high conversion rate traffic

Track Your Competitors

Lead Intelligence Track the full path of all of your leads through your web site Automatically develop more intelligence around each lead (number of visits, time on site, pages visited, comments written g documents downloaded, on blog, information submitted via web forms created) Increase close rate through i improved d llead d quality lit

Making Better Marketing Decisions Analytics Integrated reports in HubSpot software allow you to understand the effects of all your marketing activities ti iti so you can optimize ti i your efforts and allocate your time and money towards the programs that generate the most leads and sales for your business

Actionable Marketing Insights HubFeed HubFeed “watches” your Internet marketing efforts and delivers highlights and actionable insights b based d on your d data t

HubSpot Methodology and Consulting Our Internet Marketing Consultants are experienced in all aspects of online marketing and specifically trained on HubSpot's HubSpot s products and methodologies Consulting sessions focus on these topics based on the specific needs of the client

HubSpot Training Materials and Resources

Thank You! Learn more about HubSpot: http://www.hubspot.com/demo Become a Fan: http://facebook.hubspot.com Mike Volpe VP Inbound Marketing Twitter: @mvolpe

VP Inbound Marketing HubSpot Twitter: @mvolpe. Outbound Marketing. Outbound Marketing 800-555-1234 Annoying Salesperson. Inbound Marketing Blog SEO Social Media. Rethinking Marketing Outbound Marketing Telemarketing Inbound Marketing SEO / SEM Trade shows Direct mail Email blasts Blogging

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VP Inbound Marketing HubSpot Twitter: @mvolpe. Outbound Marketing 800-555-1234 Annoying Salesperson. Inbound Marketing Blog SEO Social Media. Rethinking Marketing Outbound Marketing . Keyword Grader Dihk dDetermine what keywords to optimize your pages around based on relevance, search volume, and

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