Is Your Business Getting Found?How to use Google, blogs and social media to get found.

Rick BurnesT itter @rickb rnesTwitter: @rickburnesSeptember 10, 2009

Agenda

I. About HubSpot & Inbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It

What’s HubSpot?

• Founded in July 2006 from research at MITy• Cambridge, MA• 1600+ customers 95+ employees1600 customers, 95 employees

3

What HubSpot Software Does

4

Traditional Marketing (Outbound)

5

Marketing Today (Inbound)

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How Do the Best New Companies Market?

1950 - 2000 2000 - 2050

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Outbound Marketing in Action

Inbound Marketing in Action

What Is Inbound Marketing?

Process ToolsG t F d

Website Visitors

Get Found• Publish• Promote

Get Found• Content Mgmt• Blogging

S i l M di

Leads

• Optimize • Social Media• SEO• Analytics

LeadsConvert• Test

Convert• Offers / CTAs

L di P• Target• Nurture

• Landing Pages• Email• Lead Intelligence• Lead Mgmt

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Customers

Lead Mgmt• Analytics

Inbound Is Cheaper

Why It’s Cheaper

Build an Asset

Flick Photo: Thomas Hawk

Agenda

I. About HubSpot & Inbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It

How Do You Get to the Top?

Pick Your Keyword Battles

Fight for “Ninja”

Flick Photos: ExtraMedium & Simonstarr

Fight for “Ninja” … or “Ninja Halloween Costume”

Two Sides of Optimization

O P OffOn-Page Off-Page

Optimize “On Page”

• Page Title

• URL

• H1,H2,H3 tags

• Page Text• Bold

Half of On-Page SEO Is Invisible

• Description

• Keywords

• Alt text on images

Optimize (Off-Page)

• Recommendations from friends1 “I know Rick Burnes”1. I know Rick Burnes2. “Rick Burnes is a top notch marketer”3 You trust the person saying this3. You trust the person saying this

• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website

How Do You Get Links?

Have something worth linking to.

Blogging Means More Inbound Links

How Google Weights Optimization

O POn Page(25%)

Off Page(75%)

Off-page optimization is critical.

Agenda

I. Inbound vs. Outbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It

A Nice-Looking Restaurant Site

Another Nice-Looking Restaurant Site

What’s the difference?

Blog = Better SEO, More Traffic

Website Grade

Google Indexed Pages

Monthly Unique Visitors

www.craigieonmain.com 56 99 6,000

www.greenstreetgrill.com 25 8 2,200

Data from website.grader.com and compete.com

How Many Tickets Do You Have?

More Indexed Pages

29

More Visitors

30

What Kind of Content?

“The kind of online content that your buyers naturallythat your buyers naturally gravitate to.”

- David Meerman ScottAuthor of The New Rules of

Marketing & PR

www.webinknow.com

Content Attracts the Right People

Neil Diamond

Flick Photo: Marciela

A Word of Caution

B i t t DOES NOT• Business content DOES NOT mean content about the products and services you selly

• Create content that’s useful and interesting to your target personas

What Content Channels Are Best?

• Blog• Podcast• Videos

Ph t• Photos• Presentations• eBookseBooks• News Releases

Get Into the Content Mindset

• Make emails into blog posts• Turn forum posts into blog

postsSh t id t t• Shoot videos at events

• Interview customers for your blogb og

• Repurpose company data for public reports

• Share lessons you learn

Flick Photo: Cindiann

Agenda

I. About HubSpot & Inbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It

Social Media? No Time for That Nonsense!

Social Media Is Now a Staple

Flickr: anitacanita Flickr: sierravalleygirl

• Unmeasured• Small scale• No business impact

• Highly measurable• Massive scale• Major driver of leads, sales

• But lots of fun • Still fun

PR, Social-Media Style

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

I will call you right now

408 555-1234?

PR, Social-Media Style

Elapsed Time:50 Minutes50 Minutes

Social Media Drives Real Traffic

HubSpot Blog Referrals (Q1 & Q2 2009)

>15% Social Media; 22.9% Google

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; g

How to Get Started

Listen

Li t M

Share Your Content

Listen More

Build Relationships

What Are They Saying About You?

Places to listenPlaces to listen• Search.Twitter.com• google.com/blogsearch

T h ti• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com

Participate in Q&A

• Facebook Discussions

• Yahoo! Answers

• LinkedIn Q&A and Discussionsand Discussions

Distribute Your Content

Conversation & Distribution

Conversation

AND

Distribution

AND

Distribution

Good Content Spreads

What Gets Shared?

Rarely Shared

FrequentlySharedShared Shared

• Product info • New dataProduct info• Free trials• Software documentation

New data• Funny videos• Top-notch blog posts

Agenda

I. About HubSpot & Inbound MarketingII. SEOIII. ContentIV Social MediaIV. Social MediaV. How to Measure It

Assess Search Engine Optimization

Track Blog Subscribers

What Should You Measure?

Content Social MediaSEOMeasure

M

VisitorsMeasure

Measure

VisitorsMeasure

LeadsMeasure

CustomersMeasure

Measure

How to Track Your Funnel

Track visitors. Track leads. Track customers.

Track Conversions

Traffic to HubSpot.com

Selected Channels

Visitors Leads Conversion Customers Net Conversion

Twitter 3,289 554 17% 12 0.4%

Techcrunch 504 75 15% 6 1.2%

ZDnet 511 28 5% 1 0.2%

Case Study: Reynolds Golf Academy

••

The Results

BlogSubscribers

Site Visitors& L d& Leads

Fi l Th htFinal Thoughts …

Build Leverage

Who Knows How to Put All the Pieces Together?

d.j.k. on flickr

HubSpot Puts the Pieces Together

Thank You!Thank You!Sign up for a free trial of HubSpot:S g up o a ee a o ubSpowww.hubspot.com/free-trial/

Connect with me:LinkedIn: www.linkedin.com/in/rickburnesTwitter: www.twitter.com/rickburnese e co / c bu es