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Please credit Hubspot and Bonnie Southcott for some of the information used in this presentation
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Introduction to Inbound Marketing & Social Media
Sean Zinsmeister
Title: Marketing Associate
Company: Rentcycle
Twitter: @SZinsmeister
About
Grasshopper Video
Agenda
• What Businesses Fear about Social Media
• Three Good Reasons
• Amplification
• The Impact of Negative Feedback
• Intro to Inbound Marketing
Social Media – “Be a part of the conversation”
What Businesses Fear about Social Media
• “I don’t understand it”
• “I don’t need it”
• “I don’t have time”
• “People will say negative things about my company if we engage”
Three Good Reasons
• They’re talking about your brand
• That message is being shared
• Most WOM is mostly positive
They Trust Each Other
Amplification
• Social Networks
• Chat Rooms
• Forums
• YouTube
• Mobile
Dave Carrol and The Unfriendly Skies
• Canadian singer/songwriter
• United Airlines
• Taylor guitar
• No customer service
The Impact of Negative Feedback
• #1 on iTunes Music Store
• UA’s stock plunges 10%
• 3 million video views in first 10 days
• YouTube to date: 9 million+ views
Value of Inbound Marketing
Inbound marketing pulls buyers into your business
What is Outbound Marketing?
Problem: Outbound Marketing Isn’t Working
800-555-1234AnnoyingSalesperson
Solution: Inbound Marketing
Content SEO Social Media
Good News About Inbound Marketing
Budget (Outbound) Brains (Inbound)
Flickr: Andrew Magill
Flickr: Joakim Jardenberg
More Good News: Lower Cost Per Lead
Source: survey of hundreds of businesses: HubSpot.com/ROI
Success Drives Investment in Inbound
Source: Survey of hundreds of businesses from HubSpot.com/ROI
Why Businesses Are Changing Marketing Budgets
Key Questions to Get Started
1. Am I regularly creating new, share-worthy content?
2. Am I optimizing my content for search and social media?
3. Am I promoting my content in social media conversations?
4. Am I converting as many visitors into leads and sales as I can?
4 Steps to Successful Inbound Marketing
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Step 1: Create Content
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Inbound Marketers are Publishers
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and socializer.
Publish Everything, Everywhere
Blogging: A Great Way to Get Started
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Step 2: Optimize
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Google is Judge, Jury & Executioner
HubSpot.com/cartoons
SEO = Context + Authority
Ranking Algorithm:f(n): Context + Authority
25% On-Page SEO (Context)
1. Page Title
2. Clean URL
3. Headers & Content
4. Description
75% Off-Page SEO (Authority)
Authority is Determined by Inbound Links
More and Better Content Links
Source: Data from selected websites using www.WebsiteGrader.com
Step 3: Promote
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Remember: It’s Not About You, EVER!
HubSpot.com/cartoons
Target Your Content
Target content to your marketing
personas.
Create an Engaging Presence
Promote Content via Social Media
Remarkable Content
Make Sharing Easy
Social Media Promotion Generates Leads & Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
Step 4: Convert
1. Create
2. Optimize
3. Promote
4. Convert & Analyze
Put Calls to Action on All Your Content
Use Landing Pages with Forms
Track Your Conversion Rate & Analytics
Analyze Your Marketing
Listen, Listen, Listen
Inbound Marketing Summary
Convert & Analyze
