A presentation on Inbound Marketing, SEO, social media, and content, and how it all works together. A presentation by Rick Burnes at the Social Business Boot Camp in Dallas, TX on March 4, 2010: http://www.socialbusinessbootcamp.com/

1. Mapping the Inbound Marketing Ecosystem
How to use Google, blogs and social media to get found online.
Rick Burnes
Twitter: @rickburnes
March 4, 2010

2. Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

3. We’ve Seen a Lot of Marketing Hairstyles
Flickr: nopiedra
Flickr: Sachaverelle
SEO
3

4. Is This Just Another Hairstyle?
Flickr: davecobb
4

5. This Ain’t No Haircut!
Wikipedia Tesla Motors
5

6. How Do You Navigate a Complex Landscape? A Map!
Flickr: WanderingtheWorld
6

7. Traditional Marketing (Outbound)
7

8. Marketing Today (Inbound)
8

9. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
9
9

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

11. Outbound Is Expensive
11

12. Inbound Is Cheaper

13. Why Inbound Is Cheaper

14. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
14

15. SEO
Social
Media
Blog
Flickr: WanderingtheWorld
15

16. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

17. How Do You Get to the Top?

18. Pick Your Keyword Battles
Fight for “Ninja” … or “Ninja Halloween Costume”
Flick Photos: ExtraMedium & Simonstarr
18

19. Two Sides of Optimization
On-Page Off-Page
19

20. Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

21. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images

22. Optimize (Off-Page)
• Recommendations from friends
1. “I know HubSpot”
2. “HubSpot sells great marketing software”
3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website

23. How Do You Get Links?
Have something worth linking to.

24. Blogging Means More Inbound Links
24

25. How Google Weights Optimization
On Page
(25%)
Off Page
(75%)
Off-page optimization is critical.
25

26. SEO
Blog
Flickr: WanderingtheWorld
26

27. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

28. A Nice-Looking Restaurant Site

29. Another Nice-Looking Restaurant Site
What’s the difference?

30. Blog = Better SEO, More Traffic
Website Google Monthly Unique
Grade Indexed Visitors
Pages
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com

31. How Many Tickets Do You Have?

32. What Should You Write About?
Topics that attract Holly & Larry – your business’ target personas!
(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)
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33. Content Attracts the Right People
Neil Diamond
Flick Photo: Marciela

34. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

35. Don’t Talk About Your Product
HubSpot.com/cartoons

36. Get Into the Content Mindset
• 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
Flick Photo: Cindiann

37. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

38. Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured • Highly measurable
• Small scale • Massive scale
• No business impact • Major driver of leads, sales
• But lots of fun • Still fun
38

39. 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
408 555-1234?
I will call you right now

40. PR, Social-Media Style
Elapsed Time:
50 Minutes

41. Social Media Drives Leads
HubSpot Social Media Leads
Twitter is largest category, at >40% of HubSpot’s total social media leads.
41

42. How to Get Started
Listen
Share Your Content
Listen More
Build Relationships

43. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
• Twitter.grader.com
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44. Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions

45. Distribute Your Content
45

46. Conversation & Distribution
Conversation
AND
Distribution
46

47. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
47

48. Blogging Increases Twitter Reach
48

49. Twitter Plays a Bigger SEO Role
Results
from
Twitter
49

50. SEO
Social
Media
Blog
Flickr: WanderingtheWorld
50

51. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

52. Assess Search Engine Optimization
http://websitegrader.com/

53. Measure Blog Subscriptions
• A measure of you blog’s total reach
• A “sticky” number

54. Track the Whole Funnel
Website Visitors
Leads
Customers
54

55. How to Track Your Funnel
Track visitors.
55

56. How to Track Your Funnel
Track leads.
56

57. How to Track Your Funnel
Track customers.
57

58. Track the Whole Funnel for Each Channel
Social Media
SEO Visitors Blog Visitors PPC Visitors Visitors
Leads
SEO Customers Blog Customers PPC Customers Social Media
Customers
58

59. Why Tracking Via Channels Is Critical
Net
Visitors Leads Conversion Customers
Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%
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60. Final Thoughts …
60

61. It’s an Ecosystem
SEO
Social
Media
Blog
Flickr: WanderingtheWorld
61

62. Build Leverage
62

63. Who Knows How to Put All the Pieces Together?
d.j.k. on flickr
63

64. HubSpot Puts the Pieces Together
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65. 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