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Inbound Marketing Today and Beyond:
How Your Business Can Modernize its Marketing Efforts

Masters of Business Online - #mbo10
October 19th, 2010



             Mark Roberge
             HubSpot
             @markroberge
Agenda


             I. Intro to Inbound Marketing
             II. SEO in 2010
             III. Blogging for Lead Generation
             IV. Social Media for Lead Generation
             V. Converting Visitors to Leads
             VI. Measuring Inbound Marketing
                  Success


2
Outbound Marketing




3 @markroberge
Outbound Marketing is Harder

                               800-555-1234
                               Annoying
                               Salesperson




4 @markroberge
Inbound Marketing


            Blog    SEO   Social Media




5 @markroberge
Inbound Leads Cost 60% Less Than Outbound Leads




        Source: survey of hundreds of businesses: HubSpot.com/ROI
Reading List Suggestion

                           Inbound Marketing:
                          Get Found using Google,
                          Social Media and Blogs


                          Top 5 Web Marketing
                            Book on Amazon

                          InboundBook.com
7 @markroberge
Agenda


             I. Intro to Inbound Marketing
             II. SEO in 2010
             III. Blogging for Lead Generation
             IV. Social Media for Lead Generation
             V. Converting Visitors to Leads
             VI. Measuring Inbound Marketing
                  Success


8
How Do You Get to the Top? History of SEO
Inbound Marketing – One Strategy not Three


            Blog       SEO        Social Media




10 @markroberge
SEO = Context and Authority




      Ranking Algorithm:
    f(n): Context + Authority
11 @markroberge
Two Sides of Optimization




        On-Page              Off-Page
        (Context)            (Authority)

12
On-Page SEO (Context)


• Page Title

• Clean URL

• Headers


• Description


13 @markroberge
Off-Page SEO (Authority)

• Recommendations from friends
   1. “I know Mark Roberge”
   2. “Mark Roberge is a marketing expert”
   3. Seth Godin: Mark Roberge is a marketing
      expert


• Links are online recommendations
   1. A link: www.HubSpot.com
   2. Anchor text: Internet Marketing
   3. Link is from the Wall Street Journal
The Long Tail



                           The New Marketplace
           Popularity




                        Head




                                    Long Tail



                                    Keywords




15 @markroberge
SEO Tips from Website Grader




       Lessons from 2,084,563 websites



16 @markroberge
Where is Search Going?

PERSONALIZATION          REAL-TIME




        BEYOND SEARCH ENGINES
Agenda


          I. Intro to Inbound Marketing
          II. SEO in 2010
          III. Blogging for Lead Generation
          IV. Social Media for Lead Generation
          V. Converting Visitors to Leads
          VI. Measuring Inbound Marketing
               Success


18
Create Great Content by Blogging




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




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




       Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
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
Who Has Time for Blogging?



                          Domain
                         Knowledge




                           Blog
                          Success

        Writing Skills               Time
Get Into the Content Mindset


                          • Turn emails into blog posts
                          • Transform 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
24 @markroberge
Most Business Blogs Post Weekly




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




         Source: survey of hundreds of businesses: HubSpot.com/ROI
Agenda


          I. Intro to Inbound Marketing
          II. SEO in 2010
          III. Blogging for Lead Generation
          IV. Social Media for Lead Generation
          V. Converting Visitors to Leads
          VI. Measuring Inbound Marketing
               Success


27
Focus Participation on Digital Influencers




28 @markroberge
Distribute Your Content




29
How to Participate

     WHAT NOT TO DO          WHAT TO DO

  • Give your company   • Educate / answer their
    elevator pitch        question

  • Talk about your     • Promote other good
    product features      content

  • Bash your           • Get your subject matter
    competition           experts involved




3030 @markroberge
Blogging Drives Social Media Success




         Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Agenda


          I. Intro to Inbound Marketing
          II. SEO in 2010
          III. Blogging for Lead Generation
          IV. Social Media for Lead Generation
          V. Converting Visitors to Leads
          VI. Measuring Inbound Marketing
               Success


32
Blogs and Social Media are for Leads and Sales




         Source: survey of hundreds of businesses: HubSpot.com/ROI
Never let website visitors
          guess what to do next.


34 @markroberge
How Does HubSpot Convert Visitors?




35
“Contact Us” is Not Going to Work
Offer – WIIFM?
Offer – WIIFM?
 •   Whitepapers / eBooks
 •   Research / Studies
 •   Free Tools
 •   Trials & Samples

 • NOT “Contact Us”
 • Value must be greater than the cost…
Landing Pages
Limited Navigation




40 @markroberge
Keep It Short




                  32%          53%
                Conversion   Conversion
Don’t Put Form Below the Fold
Agenda


          I. Intro to Inbound Marketing
          II. SEO in 2010
          III. Blogging for Lead Generation
          IV. Social Media for Lead Generation
          V. Converting Visitors to Leads
          VI. Measuring Inbound Marketing
               Success


43
Track the Whole Funnel for Each Channel


                                                      Social Media
      SEO Visitors    Blog Visitors    PPC Visitors     Visitors




                               Leads

     SEO Customers   Blog Customers   PPC Customers   Social Media
                                                       Customers




44
Measure Total Reach, Not Size of Email Database




45
Additional Resources

    Grade your website at
    www.WebsiteGrader.com
    Read the Inbound Marketing Book
    www.InboundBook.com
    Take the free Inbound Marketing training
    www.InboundMarketing.com
    Start your free trial of HubSpot software
    www.HubSpot.com/free-trial
Thank You!




      Mark Roberge
      HubSpot
      @markroberge
Start the Transformation



     “When you’re finished changing,
     you’re finished.

                           - Ben Franklin




48 @markroberge
Appendix: The HubSpot Product
What is HubSpot?


 Lead        Landing              Social
                        SEO                 CMS       Blog     Leads    Analytics   Expertise
Nurture       Pages               Media




               On-      Web                          Word       Lead                  Mktg
Eloqua                            Radian6   Drupal                       Google
              Dialog    CEO                          Press     Lander                 Profs




 Manti-                 Web        Buzz                                   Core        Mktg
             Marketo                        Ektron   Blogger   VTrenz
  core                 Position   Metrics                                Metrics     Sherpa




                                      HubSpot

50 @markroberge
What is HubSpot?

• Founded in 2006 from research at MIT
• Over 3,400 customers
• 200+ employees
Tools to Get Found: SEO


                          • Keyword Grader
                          • Link Grader
                          • Page Grader




52 @markroberge
Tools to Get Found: Blog & Social Media

                       • Business Blog
                         Software
                       • Blog Analytics
                       • Social Media
                         Monitoring
                       • Social Media
                         Publishing

53 @markroberge
Tools to Convert: Leads


                          •   Landing Pages
                          •   Lead Intelligence
                          •   Lead Alerts
                          •   Visitor Profiling
                          •   Lead Nurturing



54 @markroberge
Tools to Analyze: Competitor Tracking




55 @markroberge
Tools to Analyze: Marketing Campaigns




            • Assess the effectiveness of your marketing on a
              campaign-by-campaign level
            • Optimize resource allocation to maximize sales
56 @markroberge

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2010 10-19 masters of business online - pdf

  • 1. Inbound Marketing Today and Beyond: How Your Business Can Modernize its Marketing Efforts Masters of Business Online - #mbo10 October 19th, 2010 Mark Roberge HubSpot @markroberge
  • 2. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 2
  • 4. Outbound Marketing is Harder 800-555-1234 Annoying Salesperson 4 @markroberge
  • 5. Inbound Marketing Blog SEO Social Media 5 @markroberge
  • 6. Inbound Leads Cost 60% Less Than Outbound Leads Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 7. Reading List Suggestion Inbound Marketing: Get Found using Google, Social Media and Blogs Top 5 Web Marketing Book on Amazon InboundBook.com 7 @markroberge
  • 8. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 8
  • 9. How Do You Get to the Top? History of SEO
  • 10. Inbound Marketing – One Strategy not Three Blog SEO Social Media 10 @markroberge
  • 11. SEO = Context and Authority Ranking Algorithm: f(n): Context + Authority 11 @markroberge
  • 12. Two Sides of Optimization On-Page Off-Page (Context) (Authority) 12
  • 13. On-Page SEO (Context) • Page Title • Clean URL • Headers • Description 13 @markroberge
  • 14. Off-Page SEO (Authority) • Recommendations from friends 1. “I know Mark Roberge” 2. “Mark Roberge is a marketing expert” 3. Seth Godin: Mark Roberge is a marketing expert • Links are online recommendations 1. A link: www.HubSpot.com 2. Anchor text: Internet Marketing 3. Link is from the Wall Street Journal
  • 15. The Long Tail The New Marketplace Popularity Head Long Tail Keywords 15 @markroberge
  • 16. SEO Tips from Website Grader Lessons from 2,084,563 websites 16 @markroberge
  • 17. Where is Search Going? PERSONALIZATION REAL-TIME BEYOND SEARCH ENGINES
  • 18. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 18
  • 19. Create Great Content by Blogging Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 20. Blogging Attracts More Links Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 21. Blogging Attracts More Visitors Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
  • 22. 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
  • 23. Who Has Time for Blogging? Domain Knowledge Blog Success Writing Skills Time
  • 24. Get Into the Content Mindset • Turn emails into blog posts • Transform 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 24 @markroberge
  • 25. Most Business Blogs Post Weekly Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 26. More Blogging Increases Results Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 27. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 27
  • 28. Focus Participation on Digital Influencers 28 @markroberge
  • 30. How to Participate WHAT NOT TO DO WHAT TO DO • Give your company • Educate / answer their elevator pitch question • Talk about your • Promote other good product features content • Bash your • Get your subject matter competition experts involved 3030 @markroberge
  • 31. Blogging Drives Social Media Success Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
  • 32. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 32
  • 33. Blogs and Social Media are for Leads and Sales Source: survey of hundreds of businesses: HubSpot.com/ROI
  • 34. Never let website visitors guess what to do next. 34 @markroberge
  • 35. How Does HubSpot Convert Visitors? 35
  • 36. “Contact Us” is Not Going to Work
  • 38. Offer – WIIFM? • Whitepapers / eBooks • Research / Studies • Free Tools • Trials & Samples • NOT “Contact Us” • Value must be greater than the cost…
  • 41. Keep It Short 32% 53% Conversion Conversion
  • 42. Don’t Put Form Below the Fold
  • 43. Agenda I. Intro to Inbound Marketing II. SEO in 2010 III. Blogging for Lead Generation IV. Social Media for Lead Generation V. Converting Visitors to Leads VI. Measuring Inbound Marketing Success 43
  • 44. Track the Whole Funnel for Each Channel Social Media SEO Visitors Blog Visitors PPC Visitors Visitors Leads SEO Customers Blog Customers PPC Customers Social Media Customers 44
  • 45. Measure Total Reach, Not Size of Email Database 45
  • 46. Additional Resources Grade your website at www.WebsiteGrader.com Read the Inbound Marketing Book www.InboundBook.com Take the free Inbound Marketing training www.InboundMarketing.com Start your free trial of HubSpot software www.HubSpot.com/free-trial
  • 47. Thank You! Mark Roberge HubSpot @markroberge
  • 48. Start the Transformation “When you’re finished changing, you’re finished. - Ben Franklin 48 @markroberge
  • 50. What is HubSpot? Lead Landing Social SEO CMS Blog Leads Analytics Expertise Nurture Pages Media On- Web Word Lead Mktg Eloqua Radian6 Drupal Google Dialog CEO Press Lander Profs Manti- Web Buzz Core Mktg Marketo Ektron Blogger VTrenz core Position Metrics Metrics Sherpa HubSpot 50 @markroberge
  • 51. What is HubSpot? • Founded in 2006 from research at MIT • Over 3,400 customers • 200+ employees
  • 52. Tools to Get Found: SEO • Keyword Grader • Link Grader • Page Grader 52 @markroberge
  • 53. Tools to Get Found: Blog & Social Media • Business Blog Software • Blog Analytics • Social Media Monitoring • Social Media Publishing 53 @markroberge
  • 54. Tools to Convert: Leads • Landing Pages • Lead Intelligence • Lead Alerts • Visitor Profiling • Lead Nurturing 54 @markroberge
  • 55. Tools to Analyze: Competitor Tracking 55 @markroberge
  • 56. Tools to Analyze: Marketing Campaigns • Assess the effectiveness of your marketing on a campaign-by-campaign level • Optimize resource allocation to maximize sales 56 @markroberge