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Online Marketing Summit Minneapolis | June 25, 2010 Integrated Inbound Marketing How to use Google, Blogs & Social Media together to get found online. Rick Burnes HubSpot

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Online Marketing SummitMinneapolis | June 25, 2010

Integrated Inbound MarketingHow to use Google, Blogs & Social Media together to

get found online.

Rick Burnes

HubSpot

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I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

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SEO Blogging

Flickr: nopiedra Flickr: Sachaverelle

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Social Media

Flickr: davecobb

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Traditional Marketing (Outbound)

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Declining Traffic for Trade Pubs

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But We’re Now a Trade Pub!

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Best Young Companies? Inbound.

9

1950 - 2000 2000 - 2050

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Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

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www.HubSpot.com/ROIMore:

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Why Inbound Is Cheaper

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What Is Inbound Marketing?

Leads

Get Found• Publish• Promote• Optimize

Process ToolsGet Found• Content Mgmt• Blogging• Social Media• SEO• Analytics

Convert• Test• Target• Nurture

Website Visitors

Customers

Convert• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics

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Social Media

Blog

SEO

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Flickr: Storm Crypt

Social Media

Blog

SEO

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I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

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How Do You Get to the Top?

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Pick Your Keyword Battles

Flick Photos: ExtraMedium & Simonstarr

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

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Two Sides of Optimization

On-Page Off-Page

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How Do You Get Links?

Have something worth linking to.

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Blogging Means More Inbound Links

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How Google Weighs Optimization

Off-page optimization is critical.

On Page(25%)

Off Page(75%)

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Flickr: Storm Crypt

Blog

SEO

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I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

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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

The Difference?

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What Should You Write About?

(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

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Content Attracts the Right People

Neil Diamond

Flick Photo: Marciela

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Blog

Podcast

Videos

Photos

Presentations

eBooks

News Releases

What Content Channels Are Best?

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HubSpot.com/cartoons

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• Make emails into blog posts

• Turn forum posts into blog posts

• Shoot videos at events• Interview customers for

your blog• Repurpose company

data for public reports• Share lessons you learn

Get Into the Content Mindset

Flick Photo: Cindiann

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I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

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Social Media Is Now a Staple

• Unmeasured• Small scale• No business impact• But lots of fun

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

Flickr: anitacanita Flickr: sierravalleygirl

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PR, Social-Media Style

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

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PR, Social-Media Style

Elapsed Time:50 Minutes

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Social Media Drives LeadsHubSpot Social Media Leads

Twitter is largest category, at >40% of HubSpot’s total social media leads.

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How to Get Started

Listen

Listen More

Build Relationships

Share Your Content

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Start Listening

Places to listen• Search.Twitter.com• google.com/blogsearch• Technorati.com• Existing blogs• Industry Twitterers• Twitter.grader.com

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Start Engaging

• Facebook Discussions• LinkedIn Answers• What’s relevant in your industry?

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What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New data• Funny videos• Top-notch blog posts

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Blogging Increases Twitter Reach

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Social Media Is Now Part of SEO

Results from

Twitter

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Flickr: Storm Crypt

Social Media

Blog

SEO

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I. About Inbound Marketing

II. SEO

III. Content

IV. Social Media

V. How to Measure It

Agenda

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Assess Search Engine Optimization

www.websitegrader.com

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Track Blog Subscriptions

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Leads

Website Visitors

Customers

Track the Whole Funnel

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Track the Funnel, by Channel

Leads

SEO

Customers

Leads

Blog

Customers

Leads

Paid Media

Customers

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How to Track Your Funnel

Track visitors.

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How to Track Your Funnel

Track leads.

How to Track Your Funnel

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How to Track Your Funnel

Track customers.

How to Track Your Funnel

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Why Tracking Channels Is Critical

Visitors Leads Conversion Customers Net Conversion

Twitter 3,289 554 17% 12 0.4%

Facebook 504 75 15% 6 1.2%

Stumbleupon 511 28 5% 1 0.2%

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Be Wary of Siloed Analysis

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Be Wary of Siloed Analysis

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Final Thoughts …

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Traditional Sales

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Inbound Sales

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Flickr: Storm Crypt

Social Media

Blog

SEO

Sales

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Can You Put the Pieces Together?

d.j.k. on flickr

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HubSpot Puts the Pieces Together

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Connect with me:

LinkedIn: www.linkedin.com/in/rickburnes

Twitter: www.twitter.com/rickburnes

Thank You!

Sign up for a free trial of HubSpot:

www.hubspot.com/free-trial/