A presentation I gave at the #btvsmb social media breakfast in Burlington, VT, on December 15, 2008. It introduces the concept of inbound marketing, and dives into the details of search engine optimization, content production and social media.

1. Inbound Marketing 101
How to use Google, blogs and social media to get found online.
Rick Burnes
Twitter: @rickburnes
December 15, 2009

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

3. What’s HubSpot?
• Founded in July 2006 from research at MIT
• Cambridge, MA
• 2,500 customers, 100+ employees
3

4. Every Day, More Change
4

5. Traditional Marketing (Outbound)
5

6. Marketing Today (Inbound)
6

7. How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
7
7

8. Traditional Marketing in Action

9. Inbound Marketing in Action

10. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get Found
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
10

11. Inbound Is Cheaper

12. Why It’s Cheaper

13. Budget vs. Brains
Flickr:
Flickr: Refracted Moments Flickr: Gaetoan Lee

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

15. How Do You Get to the Top?

16. Pick Your Keyword Battles
Fight for “Ninja” … or “Ninja Halloween Costume”
Flick Photos: ExtraMedium & Simonstarr
16

17. Two Sides of Optimization
On-Page Off-Page
17

18. Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

19. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images

20. 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

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

22. Blogging Means More Inbound Links
22

23. How Google Weights Optimization
On Page
(25%)
Off Page
(75%)
Off-page optimization is critical.
23

24. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

25. A Nice-Looking Restaurant Site

26. Another Nice-Looking Restaurant Site
What’s the difference?

27. Blog = Better SEO, More Traffic
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. How Many Tickets Do You Have?

29. A Blog Is Like Great Architecture: Elegant
One structure, multiple functions:
• Excellent workspace
• Environmentally sensitive
construction and design
• Historic preservation
• Aesthetics
Photo: Wikipedia
29

30. One Content Feed, Many Goals Met
One blog, multiple functions:
• Search Engine Optimization
• Social Media Optimization
• Lead Generation
• Education
• Thought Leadership
• Nurturing
• PR
• Brand Building
• Recruiting
• Internal Communication
30

31. 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

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

33. 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

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

35. 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

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

37. 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
37

38. 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

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

40. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
40

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

42. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
• Twitter.grader.com
42

43. Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions

44. Distribute Your Content
44

45. Conversation & Distribution
Conversation
AND
Distribution
45

46. Good Content Spreads
46

47. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch blog posts
47

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

49. Assess Search Engine Optimization

50. Metric #1: Subscriptions
• A measure of you blog’s total reach
• A “sticky” number

51. Track the Whole Funnel
Website Visitors
Leads
Customers
51

52. 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
52

53. How to Track Your Funnel
Track visitors. Track leads. Track customers.

54. Track Conversions
Traffic to HubSpot.com
Selected Channels
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Techcrunch 504 75 15% 6 1.2%
ZDnet 511 28 5% 1 0.2%

55. Final Thoughts …
55

56. Build Leverage
56

57. Who Knows How to Put All the Pieces Together?
d.j.k. on flickr
57

58. HubSpot Puts the Pieces Together
58

59. 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