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Inbound Marketing Volpe Hub Spot March 2009

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Inbound Marketing 101
March 2009 | ANPI Annual Meeting Preview


                     Mike Volpe
                       VP...

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Agenda

• Inbound vs. Outbound Marketing

• Four Inbound Marketing Tips

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Outbound Marketing


                     800-555-1234
                     Annoying
                     Salesperson

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Inbound Marketing Volpe Hub Spot March 2009

  1. 1. Inbound Marketing 101 March 2009 | ANPI Annual Meeting Preview Mike Volpe VP Marketing HubSpot Twitter: @mvolpe
  2. 2. Agenda • Inbound vs. Outbound Marketing • Four Inbound Marketing Tips
  3. 3. Outbound Marketing 800-555-1234 Annoying Salesperson
  4. 4. Inbound Marketing Blog SEO Social Media
  5. 5. Rethinking Marketing Outbound Marketing Inbound Marketing • Telemarketing • SEO / SEM • Trade shows • Blogging • Direct mail • Social Media • Email blasts • RSS • Print ads • Free tools / trials • TV/radio ads • PR / Buzz Interruption Permission
  6. 6. Agenda • Inbound vs. Outbound Marketing • Four Inbound Marketing Tips
  7. 7. Tip #1 – Publish, Don’t Advertise “Think like a publisher” -- David Meerman Scott
  8. 8. Where do you get your news?
  9. 9. What to Publish? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  10. 10. Where to Publish?
  11. 11. Tip #2 – SEO 7,900,000,000 (3,000+ per second)
  12. 12. 25% of SEO = On Page • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  13. 13. 25% of SEO = On Page • Description • Keywords • Alt text on images
  14. 14. 75% of SEO = Off Page • Recommendations from friends 1. “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.com 2. Anchor text: Internet Marketing 3. Link is from a trusted website
  15. 15. Tip #3 – Social Media Flickr: chelmsfordpubliclibrary
  16. 16. “I’m too old to understand this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space
  17. 17. Social Media = Cocktail Party • Become a real member of the community • Add value to the community • Ask and answer questions • More effective than live cocktail parties • No boundaries of time or space • Other people can listen in easily
  18. 18. Build Network - Keyword Search
  19. 19. Build Network - Engage Famous People 2,700 followers 1,200 followers
  20. 20. Promote Your Content
  21. 21. Tip #4 – Measurement Flickr: noblelgnnoble
  22. 22. Internet Marketing Scorecard
  23. 23. Blog Subscribers & Visitors
  24. 24. SEO Ranks
  25. 25. Traffic, Leads and Customers Visitors from Blogging Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1
  26. 26. Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee
  27. 27. Thank You! I hope to see you! Register: www.ANPIsolutions.com Mike Volpe VP Marketing HubSpot

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