Transcript mvolpe

@mvolpe
Mapping Inbound Marketing:
Combine Blogging, Social Media and
SEO for Results
Social Fresh - Portland, OR - March 29, 2010
Mike Volpe
VP Marketing, HubSpot
Twitter: @mvolpe
@mvolpe
What’s the Next Hairstyle?
Flickr: davecobb
Flickr: nopiedra
SEO
Flickr: Sachaverelle
This Ain’t No Haircut!
Wikipedia
Wikipedia
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Navigating a Complex Landscape
Flickr: WanderingtheWorld
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Marketing is Changing
1950 - 2000
2000 - 2050
Outbound Marketing
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Outbound Marketing is Harder
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800-555-1234
Annoying
Salesperson
The Good News…
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Inbound Marketing:
Get Found using Google,
Social Media and Blogs
Top 5 Web Marketing
Book on Amazon
InboundBook.com
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
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“Best Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
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“Worst Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee
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“If you have more money than
brains, use outbound marketing.
If you have more brains than
money, use inbound marketing”
-- Guy Kawasaki
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Questions to ask yourself...
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Am I regularly creating new
share-worthy content?
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Am I promoting my content
in social media conversations?
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Am I optimizing my content
for search and social media?
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Am I converting as
many visitors into
leads and sales as I can?
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Stop thinking like a
marketer or advertiser.
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Start thinking like a
publisher and socializer.
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Inbound Marketing Map
SEO
Social
Media
Conversions
Blog
Flickr: WanderingtheWorld
Inbound Marketing
Create
Optimize
Promote
Convert
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Inbound Marketing
Create
Optimize
Promote
Convert
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Publish Everything
•
•
•
•
•
•
•
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
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Publish Everywhere
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Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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46% of companies who blog
have gotten revenue
because of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
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More Blogging Increases Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Inbound Marketing Workshop
Create
Optimize
Promote
Convert
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SEO Tips from Website Grader
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Lessons from 2,115,631 websites
What drives SEO rank?
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HubSpot.com/cartoons
SEO = Context and Authority
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Ranking Algorithm:
f(n): Context + Authority
Keywords & The Prosthodontist
Image: http://www.thehumorousimage.com/
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On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
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Authority is Determined by Links
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More & Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com
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Where is Search Going?
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Where is Search Going?
Inbound Marketing
Create
Optimize
Promote
Convert
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It’s NOT About You… Ever
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HubSpot.com/cartoons
Target Content to Your Personas
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Content Makes You Interesting
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Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
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Make Sharing Easy
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What Gets Shared?
Rarely
Shared
• Product info
• Product documentation
• Company background
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Frequently
Shared
• New market data
• Educational content
• Top-notch blog posts
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
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Inbound Marketing
Create
Optimize
Promote
Convert
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Never let website visitors
guess what to do next.
Conversion Tips
Offer +
Call to Action
Landing Page
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Conversion Tips
Offer +
Call to Action
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• Value of offer
• Visual design of
CTA
• Text on CTA
• Placement of CTA
• Test & experiment
Offer – WIIFM?
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Offer – WIIFM?
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No Call to Action
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Good Homepage Call to Action
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Offer and Calls to Action Tips
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Offers need to have value
Use CTAs everywhere
Test to find the best CTA / offer
• Offer, colors, text, size, place
Make the next step obvious and easy
Conversion Tips
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• Consistent with
past steps
• Simple & clear
• Short forms
• Test & experiment
Landing Page
Limited Navigation
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Don’t Ask for Sensitive Info
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Keep It Short
32%
Conversion
53%
Conversion
Landing Page Tips
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Tell people what they will get
Limit distractions (navigation / links)
Keep it short and simple
Test to find the best
Inbound Marketing Summary
Create
Optimize
Convert
Promote
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How to Put All the Pieces Together?
d.j.k. on flickr
HubSpot Puts the Pieces Together
Suggested Next Steps
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• Read the “Inbound Marketing” Book
• Grade your website:
www.WebsiteGrader.com
• Additional Free Resources:
www.HubSpot.com/marketing-hubs
Q&A
Free Trial: www.HubSpot.com/free-trial
These slides: www.MikeVolpe.com/sofresh
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe