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Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter: @mvolpe PRSSA @ BU | 28 Feb 2009

Inbound Marketing 101 Mike Volpe VP Marketing HubSpot Twitter: @mvolpe PRSSA @ BU | 28 Feb 2009

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Inbound Marketing 101

Mike VolpeVP Marketing

HubSpot Twitter: @mvolpe

PRSSA @ BU | 28 Feb 2009

Agenda

• Inbound vs. Outbound Marketing

• Four Inbound Marketing Tips

• Careers & The Future of PR

Rethinking MarketingOutbound 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

Where do you get your news?

What to Publish?

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

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 friends1. “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.com2. Anchor text: Internet Marketing3. Link is from a trusted website

Tip #3 – Social Media

Flickr: chelmsfordpubliclibrary

“I’m too old to understandthis Social Media stuff.”

• Similar to a business cocktail reception

• Without constraints of time or space

Build Network - Keyword Search

Build Network - Engage Famous People

2,700 followers

1,200 followers

Promote Flattering Content

Using Twitter for PR

I will call you right now

Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet

408 555-1234?

I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

Elapsed Time:50 Minutes

Tip #4 – Measurement / Case Studies

Flickr: noblelgnnoble

Internet Marketing Scorecard

Traffic, Leads and Customers

Visitors Leads Customers

SEO 5,289 754 12

Blogging 834 72 3

Social Media 511 28 1

Visitors from Blogging

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

Career Advice

Start Inbound Marketing Yourself

Work at a Real Company, Not a PR Firm

Thank You!

Mike Volpe

VP Marketing

HubSpot

Liked this presentation?

Send me a testimonial:

[email protected]

or LinkedIn or Facebook

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