1.
Inbound Marketing 101
How your business can use Google, blogs and social media to get found.
Rick Burnes
Twitter: @rickburnes
eMarketing Techniques Conference
May 8, 2009

2.
Introductions
Inbound Marketer Inbound Marketing Software

3.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies

4.
Traditional Marketing (Outbound)
4

5.
Marketing Today (Inbound)
5

6.
How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
6
6

7.
Outbound Marketing in Action

8.
Inbound Marketing in Action

9.
What Is Inbound Marketing?
Website Visitors
Process Tools
Get Found
Get Found
• Content Mgmt
• Publish
• Blogging
• Promote
• Social Media
• Optimize
• SEO
Get Found • Analytics
Convert
Convert
• Offers / CTAs
• Test
• Landing Pages
Convert
• Target
• Email
• Nurture • Lead Intelligence
• Lead Mgmt
• Analytics
Customers
9

10.
Inbound Is Cheaper

11.
Why It’s Cheaper

12.
Build an Asset
Flick Photo: Thomas Hawk

13.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies

14.
How Do You Get to the Top?

15.
Pick Your Keyword Battles
Fight for “Ninja” … or “Ninja Halloween Costume”
Flick Photos: ExtraMedium & Simonstarr
15

16.
Two Sides of Optimization
On-Page Off-Page
16

17.
Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

18.
Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images

19.
Optimize (Off-Page)
• Recommendations from friends
1. “I know Rick Burnes”
2. “Rick Burnes is a top notch marketer”
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

20.
How Do You Get Links?
Have something worth linking to.

21.
How Google Weights Optimization
On Page
(25%)
Off Page
(75%)
Off-page optimization is critical.
21

22.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies

23.
A Nice-Looking Restaurant Site

24.
Another Nice-Looking Restaurant Site
What’s the difference?

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

26.
How Many Tickets Do You Have?

27.
More Pages = Better Google Rank
Average Pages per Website by Page Rank
10,000,000
Average # of Webpages
1,000,000
100,000
10,000
1,000
1 2 3 4 5 6 7 8 9 10
Page Rank (10 is best)

28.
Content Attracts the Right People
Neil Diamond
Flick Photo: Marciela

29.
What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PR
www.webinknow.com

30.
A Word of Caution
• Business content DOES NOT mean
content about the products and
services you sell
• Create content that’s useful and
interesting to your target personas

31.
What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

32.
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 your learn
Flick Photo: Cindiann

33.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies

34.
What’s the Role of Social Media?

35.
Where Does Your Industry Hang Out?
How to find out:
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
Flick Photo: Hamed Saber

36.
Follow the Conversation Via RSS
How to sign up: Google.com/reader

37.
What Are They Saying About You?
Go to: search.twitter.com

38.
Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions

39.
Build Your Networks
Total Followers: 22,139

40.
Promote Your Content

41.
Using Twitter for PR
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
Elapsed Time:
50 Minutes

42.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies

43.
What Should You Measure?
Social Media
Content
SEO
Measure
Measure
Visitors
Measure
Measure
Leads
Measure
Measure
Customers
Measure

44.
Assess Search Engine Optimization

45.
Track Blog Subscribers

46.
How to Track Your Funnel
Track visitors. Track leads. Track customers.

47.
Track Conversions
Traffic to HubSpot.com
Selected Channels
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Techcrunch 504 75 15% 6 1.2%
ZDnet 511 28 5% 1 0.2%

48.
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies

49.
Case Study: Cilk Arts
49

50.
The Results
Blog
Subscribers
Site Visitors
& Leads
50

51.
Case Study: Reynolds Golf Academy
•

52.
The Results
Blog
Subscribers
Site Visitors
& Leads

53.
More Brain, Less Budget
Flickr: Gaetoan Lee Flickr: Refracted Moments

54.
Build Leverage
54

55.
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
Email: rburnes@hubspot.com