Inbound Marketing 101
PRSSA @ BU | 28 Feb 2009
Mike Volpe
VP Marketing
HubSpot
Twitter: @mvolpe
Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips
• Careers & The Future of PR
Outbound Marketing
800-555-1234
Annoying
Salesperson
Inbound Marketing
Blog
SEO
Social Media
Rethinking Marketing
Outbound Marketing
• Telemarketing
• Trade shows
• Direct mail
• Email blasts
• Print ads
• TV/radio ads
Inbound Marketing
• SEO / SEM
• Blogging
• Social Media
• RSS
• Free tools / trials
• PR / Buzz
Interruption
Permission
Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips
Tip #1 – Publish, Don’t Advertise
“Think like a publisher”
-- David Meerman Scott
Where do you get your news?
What to Publish?
•
•
•
•
•
•
•
Blog
Podcast
Videos
Photos
Presentations
eBooks
News Releases
Where to Publish?
Biggest Blogging Mistake
Don’t Use a “free” URL from Blogspot,
Typepad, or Wordpress
• HubSpot.blogspot.com – NO!
• HubSpot.typepad.com – NO!
• Blog.HubSpot.com – Yes
• HubSpot.com/Blog – Yes
• SmallBusinessHub.com – Yes
Tip #2 – SEO
7,900,000,000
(3,000+ per second)
25% of SEO = On Page
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold
25% of SEO = On Page
• Description
• Keywords
• Alt text on images
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
SEO Benefits of Blogging/Publishing
What would you link to?
3.9 million
1.5 million
Tip #3 – Social Media
Flickr: chelmsfordpubliclibrary
“I’m too old to understand
this Social Media stuff.”
• Similar to a
business cocktail
reception
• Without constraints
of time or space
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
Build Network - Keyword Search
Build Network - Engage Famous People
2,700 followers
1,200 followers
Promote Your Content
Promote Flattering Content
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
Tip #4 – Measurement / Case Studies
Flickr: noblelgnnoble
Internet Marketing Scorecard
Traffic, Leads and Customers
Visitors from Blogging
Visitors
Leads
Customers
SEO
5,289
754
12
Blogging
834
72
3
Social Media
511
28
1
Budget vs. Brains
Flickr: Refracted Moments
Flickr: Gaetoan Lee
Agenda
• Inbound vs. Outbound Marketing
• Four Inbound Marketing Tips
• Careers & The Future of PR
Career Advice
Start Inbound Marketing Yourself
Work at a Real Company, Not a PR Firm
The Future of PR
• More content creation
• More in-house
• More integration
• More measurement
Thank You!
Liked this presentation?
Send me a testimonial:
[email protected]
or LinkedIn or Facebook
Mike Volpe
VP Marketing
HubSpot
Additional Free Info
• SEO Webinar
• http://www.hubspot.com/archive/seo-101-webinar/
• Blogging Webinar
• http://www.hubspot.com/archive/blog-webinar/
• Social Media Webinar
• http://www.hubspot.com/archive/social-media-webinar/
Case Study: Publish What You Have
• SolidWorks: 100+ Videos on Website
• Published on YouTube, No Promotion
• 10,000+ Views / Month
Case Study: HubSpot Blog
• 2.5 years and ~400 articles
• Google is #1 traffic source
• Over 100% growth in past 12 months
• Traffic on ~400 different words… Yesterday!
• First page ranking for ~400 keywords
Case Study: Twitter Grader
• Promoted only on Twitter for free
• Over 1,000,000 profiles graded to date
• 50% of visitors from Twitter
Case Study: Will It Blend?
• Blog / Content
• 74 videos
• 2m YouTube channel views
• SEO
• Page 1 for “blend”
• 55,000 inbound links
• Social Media
• 83,000 channel subscribers
• Over 500 Facebook groups
• 5 Digg front page stories
Case Study: Oughta Know Inbound Mktg
• Video
• 40,000 views first week
• 10,000 views first day
• Social Media
• #1 source = StumbleUpon
• #2 source = Twitter
• #3 source = Facebook
• SEO
• Page 1 for “inbound marketing”
• 50+ inbound links to blog article