The document summarizes the key aspects of inbound marketing. It discusses using SEO, blogs, and social media to attract website visitors and convert them into leads and customers. It emphasizes the importance of creating high-quality content to attract the right people and drive inbound links. It also stresses measuring marketing efforts across different channels to understand what is working best.

1. The Secrets of Inbound Marketing
How to use SEO, blogs and social media to get found online.
Rick Burnes
Twitter: @rickburnes
October 23, 2010

3. Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

4. Traditional Marketing (Outbound)

5. Marketing Today (Inbound)

6. Declining Traffic for Trade Publications

7. But We’re Now a Trade Publication

8. Best Young Companies? Inbound.
1950 - 2000 2000 - 2050

9. Marketing With Budget? Or Brain?
Flickr: Refracted Moments Flickr: Gaetoan Lee

10. More: www.HubSpot.com/ROI

11. Why Inbound Is Cheaper

12. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
Leads • Analytics
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
Customers • Lead Mgmt
• Analytics

13. SEO
Social
Media
Blog

14. SEO
Social
Media
Blog
Flickr: Storm Crypt

15. Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

16. How Do You Get to the Top?

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

18. Two Sides of Optimization
On-Page Off-Page

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

20. Blogging Means More Inbound Links

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

22. SEO
Blog
Flickr: Storm Crypt

23. Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

26. The Difference?
Website Google Monthly Unique
Grade Indexed Visitors
Pages
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com

28. What Should You Write About?
(Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

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

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

31. Create Content That Fits Your Industry

32. HubSpot.com/cartoons

33. 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

34. Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

35. Social Media Is Now a Staple
Flickr: anitacanita Flickr: sierravalleygirl
• Unmeasured • Highly measurable
• Small scale • Massive scale
• No business impact • Major driver of leads, sales
• But lots of fun • Still fun

36. 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
408 555-1234?
I will call you right now

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

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

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

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

41. Start Engaging
• Facebook Discussions
• LinkedIn Answers
• What’s relevant in your industry?

42. Build Your Networks, Distribute Your Content
42

43. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts

44. Blogging Increases Twitter Reach

45. Social Media Is Now Part of Search Results …
Results
from
Twitter

46. And Drives SEO

47. SEO
Social
Media
Blog
Flickr: Storm Crypt

48. Agenda
I. About Inbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

49. Assess Search Engine Optimization
www.websitegrader.com

50. Track Blog Subscriptions

51. Track the Whole Funnel
Website Visitors
Leads
Customers

52. Track the Funnel by Channel
SEO Blog Paid Media
Leads Leads Leads
Customers Customers Customers

53. How to Track Your Funnel
Track visitors.

54. How to Track Your Funnel
How to Track Your Funnel
Track leads.

55. How to Track Your Funnel
How to Track Your Funnel
Track customers.

56. Why Tracking Channels Is Critical
Net
Visitors Leads Conversion Customers
Conversion
Twitter 3,289 554 17% 12 0.4%
Facebook 504 75 15% 6 1.2%
Stumbleupon 511 28 5% 1 0.2%

57. Be Wary of Siloed Analysis

58. Be Wary of Siloed Analysis

59. Final Thoughts …

60. Traditional Sales

61. Inbound Sales

62. SEO
Social
Media
Sales
Blog
Flickr: Storm Crypt

63. Can You Put the Pieces Together?
d.j.k. on flickr

64. HubSpot Puts the Pieces Together

65. 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