Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Inbound Marketing
And the Next Phase of the Web

                         Rick Burnes
                         Inbound Mar...
Who Is Rick Burnes?
Currently:
Marketer & blogger (HubSpot)

Background:
• Entrepreneur (Faneuil Media)
• Journalist (mosc...
What’s HubSpot?
 It’s a software system that helps you get found




                                                     ...
Agenda

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


                     800-555-1234
                     Annoying
                     Salesperson
Inbound Marketing

Content     SEO     Social Media
Rethinking Marketing
Outbound Marketing    Inbound Marketing
• Telemarketing       • SEO / SEM
• Trade shows         • Blo...
Brain Required, Not Budget




Flickr: Gaetoan Lee             Flickr: Refracted Moments
Why Inbound Is Cheaper
Build an Asset




Flick Photo: Thomas Hawk
Attract the Right People




                                 Neil Diamond




Flick Photo: Marciela
It’s an Inbound Cycle

                                 Article posted, receiving:
                                 • 100 ...
Agenda

I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
How Do You Get to the Top?
25% of SEO = On Page (Visible)
• Page Title

• URL

• H1,H2,H3 tags


• Page Text
   • Bold
25% of SEO = On Page (Invisible)
• Description



• Keywords


• Alt text on images
75% of SEO = Off Page
• Recommendations from friends
 1. “I know Rick Burnes”
 2. “Rick Burnes is a marketing expert”
 3. ...
Links are Essential to SEO

            • Off Page SEO is HARD
            • Links are hard to get
              • That’s ...
Agenda

I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Isn’t a Nice Site Good Enough?




       No blog; no dynamic pages.
What Does a Blog Add (Besides Work)?




         Similar site functions, but site has a blog.
Blog = Better SEO, More Traffic

                           Website     Google Indexed   Unique Visitors
                 ...
More Pages = Better Google Rank
                                     Average Pages per Website by Page Rank
              ...
What Kind of Content?

•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Your Content Is Your Magnet
                    “Create the kind of
                      online content that
            ...
Agenda

I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
What’s the Role of Social Media?
Where Does Your Industry Hang Out?
                           How to find out:
                           •   google.com/b...
Follow the Conversation Via RSS




     How to sign up: Google.com/reader
Participate in Q&A
• Facebook
  Discussions

• Yahoo!
  Answers

• LinkedIn
  Q&A and
  Discussions
What Are They Saying About You?




        Go to: search.twitter.com
Build Your Networks




Total Followers: 22,139
Using Twitter for PR
        Need to urgently speak with a business that is very
        actively leveraging social media ...
Promote Your Content
Agenda

I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It
Website Grader
Internet Marketing Scorecard
Blog Subscribers
Facebook Fans & Activity
Traffic, Leads and Customers
                    Visitors from ZDNet




              Visitors         Leads      Custome...
The Only Way to Learn




Flick Photo: hufse
Small Businesses, Now Empowered




Flick Photo: Webmink
Thank You!
                     Free Tools:
            http://Website.Grader.com
         http://PressRelease.Grader.com
...
Inbound Marketing & the Next Phase of the Web
Upcoming SlideShare
Loading in …5
×
Upcoming SlideShare
Band images gathered
Next
Download to read offline and view in fullscreen.

2

Share

Download to read offline

Inbound Marketing & the Next Phase of the Web

Download to read offline

Rick Burnes' presentation at the eMarketing Techniques for Business conference in Austin, TX on Jan 29, 2009.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

Inbound Marketing & the Next Phase of the Web

  1. 1. Inbound Marketing And the Next Phase of the Web Rick Burnes Inbound Marketing Manager HubSpot
  2. 2. Who Is Rick Burnes? Currently: Marketer & blogger (HubSpot) Background: • Entrepreneur (Faneuil Media) • Journalist (moscowtimes.com, nytimes.com)
  3. 3. What’s HubSpot? It’s a software system that helps you get found Social Media Tools Search Marketing Tools Blogging & CMS Tools • 1,000 Customers • Free grading tools at www.grader.com
  4. 4. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  5. 5. Outbound Marketing 800-555-1234 Annoying Salesperson
  6. 6. Inbound Marketing Content SEO Social Media
  7. 7. 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 • Viral videos Interruption Permission
  8. 8. Brain Required, Not Budget Flickr: Gaetoan Lee Flickr: Refracted Moments
  9. 9. Why Inbound Is Cheaper
  10. 10. Build an Asset Flick Photo: Thomas Hawk
  11. 11. Attract the Right People Neil Diamond Flick Photo: Marciela
  12. 12. It’s an Inbound Cycle Article posted, receiving: • 100 Views • 1 Inbound Link Post rank in Google, driving: Post shared, driving: • 2x Views • 2x Views • 2x Links • 3x Links
  13. 13. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  14. 14. How Do You Get to the Top?
  15. 15. 25% of SEO = On Page (Visible) • Page Title • URL • H1,H2,H3 tags • Page Text • Bold
  16. 16. 25% of SEO = On Page (Invisible) • Description • Keywords • Alt text on images
  17. 17. 75% of SEO = Off Page • Recommendations from friends 1. “I know Rick Burnes” 2. “Rick Burnes 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
  18. 18. Links are Essential to SEO • Off Page SEO is HARD • Links are hard to get • That’s why search engines use them to measure “importance” • That’s why you need: • Content • Social Media
  19. 19. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  20. 20. Isn’t a Nice Site Good Enough? No blog; no dynamic pages.
  21. 21. What Does a Blog Add (Besides Work)? Similar site functions, but site has a blog.
  22. 22. Blog = Better SEO, More Traffic Website Google Indexed Unique Visitors Grade Pages (Dec.) www.craigieonmain.com 56 99 6,000 www.greenstreetgrill.com 25 8 2,200 Data from: website.grader.com compete.com
  23. 23. 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)
  24. 24. What Kind of Content? • Blog • Podcast • Videos • Photos • Presentations • eBooks • News Releases
  25. 25. Your Content Is Your Magnet “Create 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
  26. 26. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  27. 27. What’s the Role of Social Media?
  28. 28. Where Does Your Industry Hang Out? How to find out: • google.com/blogsearch • Technorati.com • Existing blogs • Industry Twitterers Flick Photo: Hamed Saber
  29. 29. Follow the Conversation Via RSS How to sign up: Google.com/reader
  30. 30. Participate in Q&A • Facebook Discussions • Yahoo! Answers • LinkedIn Q&A and Discussions
  31. 31. What Are They Saying About You? Go to: search.twitter.com
  32. 32. Build Your Networks Total Followers: 22,139
  33. 33. 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
  34. 34. Promote Your Content
  35. 35. Agenda I. Inbound vs. Outbound Marketing II. SEO III. Content IV. Social Media V. How to Measure It
  36. 36. Website Grader
  37. 37. Internet Marketing Scorecard
  38. 38. Blog Subscribers
  39. 39. Facebook Fans & Activity
  40. 40. Traffic, Leads and Customers Visitors from ZDNet Visitors Leads Customers TechCrunch 5,289 754 12 ZDNet 834 72 3 Twitter 511 28 1
  41. 41. The Only Way to Learn Flick Photo: hufse
  42. 42. Small Businesses, Now Empowered Flick Photo: Webmink
  43. 43. Thank You! Free Tools: http://Website.Grader.com http://PressRelease.Grader.com http://Twitter.Grader.com Rick Burnes Inbound Marketing Manager HubSpot LinkedIn: www.linkedin.com/in/rickburnes Twitter: twitter.com/rickburnes
  • TracyFerguson10

    Jun. 16, 2017
  • ecroissier

    Apr. 21, 2009

Rick Burnes' presentation at the eMarketing Techniques for Business conference in Austin, TX on Jan 29, 2009.

Views

Total views

1,920

On Slideshare

0

From embeds

0

Number of embeds

9

Actions

Downloads

57

Shares

0

Comments

0

Likes

2

×