ANPI is excited to have HubSpot\'s Mike Volpe lead this year\'s marketing workshop focused on Inbound Marketing.

1. Inbound Marketing 101
March 2009 | ANPI Annual Meeting Preview
Mike Volpe
VP Marketing
HubSpot
Twitter: @mvolpe

2. Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips

3. Outbound Marketing
800-555-1234
Annoying
Salesperson

4. Inbound Marketing
Blog SEO Social Media

5. Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools / trials
• TV/radio ads • PR / Buzz
Interruption Permission

6. Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips

7. Tip #1 – Publish, Don’t Advertise
“Think like a publisher”
-- David Meerman Scott

8. Where do you get your news?

9. What to Publish?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

10. Where to Publish?

11. Tip #2 – SEO
7,900,000,000
(3,000+ per second)

12. 25% of SEO = On Page
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

13. 25% of SEO = On Page
• Description
• Keywords
• Alt text on images

14. 75% of SEO = Off Page
• Recommendations from friends
1. “I know Mike Volpe”
2. “Mike Volpe 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

15. Tip #3 – Social Media
Flickr: chelmsfordpubliclibrary

16. “I’m too old to understand
this Social Media stuff.”
• Similar to a
business cocktail
reception
• Without constraints
of time or space

17. 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

18. Build Network - Keyword Search

19. Build Network - Engage Famous People
2,700 followers
1,200 followers

20. Promote Your Content

21. Tip #4 – Measurement
Flickr: noblelgnnoble

22. Internet Marketing Scorecard

23. Blog Subscribers & Visitors

24. SEO Ranks

25. Traffic, Leads and Customers
Visitors from Blogging
Visitors Leads Customers
SEO 5,289 754 12
Blogging 834 72 3
Social Media 511 28 1

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

27. Thank You!
I hope to see you!
Register:
www.ANPIsolutions.com
Mike Volpe
VP Marketing
HubSpot