1. Rethinking Marketing: Inbound Marketing to Grow Your Business Social Fresh St. Louis (#sofreshSTL) April 19th, 2010 Mark Roberge HubSpot @markroberge

2. Agenda Intro to Inbound Marketing SEO in 2010 Blogging for Lead Generation Social Media for Lead Generation Converting Visitors to Leads Measuring Inbound Marketing Success 2

3. Outbound Marketing

4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson

5. Inbound Marketing

6. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI

7. Why Inbound Is Cheaper

8. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com

9. Agenda Intro to Inbound Marketing SEO in 2010 Blogging for Lead Generation Social Media for Lead Generation Converting Visitors to Leads Measuring Inbound Marketing Success 9

10. How Do You Get to the Top? History of SEO

11. Inbound Marketing – One Strategy not Three

12. SEO = Context and Authority Ranking Algorithm:f(n): Context + Authority

13. Two Sides of Optimization 13 On-Page (Context) Off-Page (Authority)

15. Clean URL

16. Headers

18. The Long Tail The New Marketplace Head Popularity Long Tail Keywords

19. SEO Tips from Website Grader Lessons from 2,084,563 websites

20. Where is Search Going? PERSONALIZATION REAL-TIME BEYOND SEARCH ENGINES

21. Agenda Intro to Inbound Marketing SEO in 2010 Blogging for Lead Generation Social Media for Lead Generation Converting Visitors to Leads Measuring Inbound Marketing Success 19

22. More Content, Better Content = Links Source: Data from selected websites using www.WebsiteGrader.com

23. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

24. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

25. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

26. Blogging Versus Blogging with a Purpose Use keyword tool to drive blog topic selection Configure blog with On-Page SEO in mind Include target long tail keywords in blog article titles Think of blog articles as link bait Think of blog articles as an army of sales people working for you forever

27. Who Has Time for Blogging? Domain Knowledge Blog Success Writing Skills Time

28. 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

29. How Often Should You Blog? 27

30. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI

31. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI

32. Agenda Intro to Inbound Marketing SEO in 2010 Blogging for Lead Generation Social Media for Lead Generation Converting Visitors to Leads Measuring Inbound Marketing Success 30

33. Focus Participation on Digital Influencers 31

34. Distribute Your Content 32

36. Talk about your product features

38. Promote other good content

39. Get your subject matter experts involved33

40. Blogging Drives Social Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh

41. Agenda Intro to Inbound Marketing SEO in 2010 Blogging for Lead Generation Social Media for Lead Generation Converting Visitors to Leads Measuring Inbound Marketing Success 35

42. Blogs and Social Media is for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI

43. Never let website visitors guess what to do next.

44. How Does HubSpot Convert Visitors? 38

45. Offer – WIIFM?

46. Offer – WIIFM?

47. Offer – WIIFM? Whitepapers / eBooks Research / Studies Free Tools Trials & Samples NOT “Contact Us” Value must be greater than the cost…

48. Landing Pages

49. Limited Navigation

50. Keep It Short 53% Conversion 32% Conversion

51. Don’t Put Form Below the Fold

52. Agenda Intro to Inbound Marketing SEO in 2010 Blogging for Lead Generation Social Media for Lead Generation Converting Visitors to Leads Measuring Inbound Marketing Success 46

53. 47 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

54. Measure Total Reach, Not Size of Email Database 48

55. Final Thoughts … 49

56. What is HubSpot? On-Dialog Word Press Drupal Web CEO Eloqua Mktg Profs Radian6 Google Lead Lander Marketo Manti-core Web Position Blogger Buzz Metrics Ektron VTrenz Core Metrics Mktg Sherpa HubSpot

58. Over 2,500 customers

60. Thank You!#sofreshSTL Mark Roberge HubSpot @markroberge

61. More on HubSpot Product

63. Link Grader

65. Blog Analytics

66. Social Media Monitoring

68. Lead Intelligence

69. Lead Alerts

70. Visitor Profiling

73. Optimize resource allocation to maximize sales