Bridging Between CAD & GIS: 6 Ways to Automate Your Data Integration
Is Your Business Getting Found?
1. Is Your Business Getting Found?
How to use Google, blogs and social media to get found.
Rick Burnes
Twitter: @rickb rnes
T itter @rickburnes
September 10, 2009
2. Agenda
I. About HubSpot & Inbound Marketing
II. SEO
III. Content
IV.
IV Social Media
V. How to Measure It
3. What’s HubSpot?
• Founded in July 2006 from research at MIT
y
• Cambridge, MA
• 1600+ customers 95+ employees
1600 customers, 95
3
10. What Is Inbound Marketing?
Process Website Visitors Tools
Get Found Get F
G t Found d
• Publish • Content Mgmt
• Promote • Blogging
• Optimize • S i l M di
Social Media
• SEO
• Analytics
Leads
Convert Convert
• Test • Offers / CTAs
• Target • Landing Pages
L di P
• Email
• Nurture
• Lead Intelligence
• Lead Mgmt
• Analytics
Customers
10
19. Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images
20. Optimize (Off-Page)
• Recommendations from friends
1. I
1 “I know Rick Burnes”
Burnes
2. “Rick Burnes is a top notch marketer”
3.
3 You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2.
2 Anchor text: Internet Marketing
3. Link is from a trusted website
21. How Do You Get Links?
Have something worth linking to.
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
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
33. A Word of Caution
• B i
Business content DOES NOT mean
t t
content about the products and
services you sell
y
• Create content that’s useful and
interesting to your target personas
34. What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
Ph t
• Presentations
• eBooks
• News Releases
35. Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Sh t videos at events
Shoot id t t
• Interview customers for your
b og
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.
IV Social Media
V. How to Measure It
38. 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
39. 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
41. Social Media Drives Real Traffic
HubSpot Blog Referrals (Q1 & Q2 2009)
>15% Social Media; 22.9% Google
; g
41
42. How to Get Started
Listen
Share Your Content
Listen More
Li t M
Build Relationships
43. What Are They Saying About You?
Places to listen
• Search.Twitter.com
• google.com/blogsearch
• Technorati.com
T h ti
• Existing blogs
• Industry Twitterers
• Twitter.grader.com
44. Participate in Q&A
• Facebook
Discussions
• Yahoo! Answers
• LinkedIn Q&A
and Discussions
61. Thank You!
Sg
Sign up for a free trial o HubSpot:
o ee a of ubSpo
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
e e co / c bu es