2. Who Is Rick Burnes?
Currently:
Marketer & blogger (HubSpot)
Background:
• Entrepreneur (Faneuil Media)
• Journalist (moscowtimes.com, nytimes.com)
3. What’s HubSpot?
It’s a software system that helps you get found
Social Media Tools
Search Marketing
Tools
Blogging & CMS Tools
• 1,000 Customers
• Free grading tools at www.grader.com
4. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
16. 25% of SEO = On Page (Visible)
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold
17. 25% of SEO = On Page (Invisible)
• Description
• Keywords
• Alt text on images
18. 75% of SEO = Off Page
• Recommendations from friends
1. “I know Rick Burnes”
2. “Rick Burnes is a marketing expert”
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
19. Links are Essential to SEO
• Off Page SEO is HARD
• Links are hard to get
• That’s why search engines
use them to measure
“importance”
• That’s why you need:
• Content
• Social Media
20. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
21. Isn’t a Nice Site Good Enough?
No blog; no dynamic pages.
22. What Does a Blog Add (Besides Work)?
Similar site functions, but site has a blog.
23. Blog = Better SEO, More Traffic
Website Google Indexed Unique Visitors
Grade Pages (Dec.)
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from:
website.grader.com
compete.com
24. 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)
25. What Kind of Content?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
26. Your Content Is Your Magnet
“Create 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
27. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
29. Where Does Your Industry Hang Out?
How to find out:
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
Flick Photo: Hamed Saber
34. 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