Social Business Boot Camp & Networking Happy Hour Benefiting National Breast Cancer Foundation March 4th, 2010 @ the Aloft Hotel Downtown Dallas Speaker Segment: Rick Burnes of HubSpot on Mapping The Inbound Marketing Ecosystem Twitter Event #SocialBBC

1. Mapping the Inbound Marketing Ecosystem Rick Burnes Twitter: @rickburnes March 4, 2010 How to use Google, blogs and social media to get found online.

2. Agenda About Inbound Marketing SEO Content Social Media How to Measure It

3. We’ve Seen a Lot of Marketing Hairstyles 3 Flickr: nopiedra Flickr: Sachaverelle Blogging SEO

4. Is This Just Another Hairstyle? 4 Flickr: davecobb Social Media

5. This Ain’t No Haircut! 5 Tesla Motors Wikipedia

6. How Do You Navigate a Complex Landscape? 6 A Map! Flickr: WanderingtheWorld

7. Traditional Marketing (Outbound) 7

8. Marketing Today (Inbound) 8

9. How Do the Best New Companies Market? 9 1950 - 2000 2000 - 2050 9

10. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

11. Outbound Is Expensive 11

12. Inbound Is Cheaper

13. Why Inbound Is Cheaper

15. Blogging

16. Social Media

17. SEO

19. Promote

21. Target

23. Landing Pages

24. Email

25. Lead Intelligence

26. Lead Mgmt

27. AnalyticsCustomers

28. 15 SEO Social Media Blog Flickr: WanderingtheWorld

29. Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It

30. How Do You Get to the Top?

31. Pick Your Keyword Battles 18 Fight for “Ninja” … or “Ninja Halloween Costume” Flick Photos: ExtraMedium & Simonstarr

32. Two Sides of Optimization 19 On-Page Off-Page

34. URL

35. H1,H2,H3 tags

36. Page Text

38. Keywords

40. How Do You Get Links? Have something worth linking to.

41. Blogging Means More Inbound Links 24

42. How Google Weights Optimization 25 On Page (25%) Off Page (75%) Off-page optimization is critical.

43. 26 SEO Blog Flickr: WanderingtheWorld

44. Agenda Inbound vs. Outbound Marketing SEO Content Social Media How to Measure It

45. A Nice-Looking Restaurant Site

46. Another Nice-Looking Restaurant Site What’s the difference?

47. Blog = Better SEO, More Traffic Data from website.grader.com and compete.com

48. How Many Tickets Do You Have?

49. What Should You Write About? 32 Topics that attract Holly & Larry – your business’ target personas! (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

50. Content Attracts the Right People Neil Diamond Flick Photo: Marciela

51. What Content Channels Are Best? Blog Podcast Videos Photos Presentations eBooks News Releases

52. Don’t Talk About Your Product HubSpot.com/cartoons

53. Get Into the Content Mindset 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 Flick Photo: Cindiann

54. Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It

56. Small scale

57. No business impact

58. But lots of fun

59. Highly measurable

60. Massive scale

61. Major driver of leads, sales

63. PR, Social-Media Style Elapsed Time: 50 Minutes

64. Social Media Drives Leads 41 HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.

65. How to Get Started Listen Share Your Content Listen More Build Relationships

67. google.com/blogsearch

68. Technorati.com

69. Existing blogs

70. Industry Twitterers

71. Twitter.grader.com43

72. Participate in Q&A Facebook Discussions Yahoo! Answers LinkedIn Q&A and Discussions

73. Distribute Your Content 45

74. Conversation & Distribution 46 Conversation AND Distribution

76. Free trials

77. Software documentation

78. New data

79. Funny videos

81. Twitter Plays a Bigger SEO Role 49 Results from Twitter

82. 50 SEO Social Media Blog Flickr: WanderingtheWorld

83. Agenda About HubSpot & Inbound Marketing SEO Content Social Media How to Measure It

84. Assess Search Engine Optimization http://websitegrader.com/

85. Measure Blog Subscriptions A measure of you blog’s total reach A “sticky” number

86. 54 Track the Whole Funnel Website Visitors Leads Customers

87. How to Track Your Funnel Track visitors. 55

88. How to Track Your Funnel Track leads. 56

89. How to Track Your Funnel Track customers. 57

90. 58 Track the Whole Funnel for Each Channel Social Media Visitors SEO Visitors Blog Visitors PPC Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers

91. Why Tracking Via Channels Is Critical 59

92. 60 Final Thoughts …

93. It’s an Ecosystem 61 SEO Social Media Blog Flickr: WanderingtheWorld

94. Build Leverage 62

95. Who Knows How to Put All the Pieces Together? 63 d.j.k. on flickr

96. HubSpot Puts the Pieces Together 64

97. Thank You! Sign up for a free trial of HubSpot: www.hubspot.com/free-trial/ Connect with me: LinkedIn: www.linkedin.com/in/rickburnes Twitter: www.twitter.com/rickburnes