Keynote for the 3rd Annual eMarketing Techniques Conference in Cleveland, OH. Covers inbound marketing and how you can use Google, blogs and social media to get found.
1. Inbound Marketing 101
How your business can use Google, blogs and social media to get found.
Rick Burnes
Twitter: @rickburnes
eMarketing Techniques Conference
May 8, 2009
9. What Is Inbound Marketing?
Website Visitors
Process Tools
Get Found
Get Found
• Content Mgmt
• Publish
• Blogging
• Promote
• Social Media
• Optimize
• SEO
Get Found • Analytics
Convert
Convert
• Offers / CTAs
• Test
• Landing Pages
Convert
• Target
• Email
• Nurture • Lead Intelligence
• Lead Mgmt
• Analytics
Customers
9
18. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images
19. Optimize (Off-Page)
• Recommendations from friends
1. “I know Rick Burnes”
2. “Rick Burnes is a top notch marketer”
3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
20. How Do You Get Links?
Have something worth linking to.
21. How Google Weights Optimization
On Page
(25%)
Off Page
(75%)
Off-page optimization is critical.
21
22. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies
25. Blog = Better SEO, More Traffic
Website Google Unique Visitors
Grade Indexed (Dec.)
Pages
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com
27. More Pages = Better Google Rank
Average Pages per Website by Page Rank
10,000,000
Average # of Webpages
1,000,000
100,000
10,000
1,000
1 2 3 4 5 6 7 8 9 10
Page Rank (10 is best)
29. What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PR
www.webinknow.com
30. A Word of Caution
• Business content DOES NOT mean
content about the products and
services you sell
• Create content that’s useful and
interesting to your target personas
31. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
32. 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 your learn
Flick Photo: Cindiann
33. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies
35. Where Does Your Industry Hang Out?
How to find out:
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
Flick Photo: Hamed Saber
41. Using Twitter for PR
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
Elapsed Time:
50 Minutes
42. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
VI. Two Case Studies
43. What Should You Measure?
Social Media
Content
SEO
Measure
Measure
Visitors
Measure
Measure
Leads
Measure
Measure
Customers
Measure
55. 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
Email: rburnes@hubspot.com