The Secrets of Inbound Marketing

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A presentation on inbound marketing. Briefly covers high-level inbound marketing strategy, and dives into specific tactics for search engine optimization, blogging and social media. Presented at the Social Media Integration Conference in Kennesaw, GA on October 23, 2010.

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The Secrets of Inbound Marketing Rick Burnes Twitter: @rickburnes October 23, 2010 How to use SEO, blogs and social media to get found online.

Agenda About Inbound Marketing SEO Content Social Media How to Measure It

Declining Traffic for Trade Publications

Best Young Companies? Inbound. 1950 - 2000 2000 - 2050 8

$Marketing With Budget? Or Brain? Flickr: Refracted Moments Flickr: Gaetoan Lee$

What Is Inbound Marketing? Website Visitors Process Tools Get Found ,[object Object]

SEO Social Media Blog Flickr: Storm Crypt

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

Two Sides of Optimization On-Page Off-Page

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

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

The Difference? Data from website.grader.com and compete.com

What Should You Write About? (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

Content Attracts the Right People Neil Diamond Flick Photo: Marciela

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

Get Into the Content Mindset ,[object Object]

Repurpose company data for public reports

Share lessons you learnFlick Photo: Cindiann

Social Media Is Now a Staple Flickr: anitacanita Flickr: sierravalleygirl ,[object Object]

PR, Social-Media Style Elapsed Time: 50 Minutes

Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.

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

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The Secrets of Inbound Marketing

1. The Secrets of Inbound Marketing Rick Burnes Twitter: @rickburnes October 23, 2010 How to use SEO, blogs and social media to get found online.

3. Agenda About Inbound Marketing SEO Content Social Media How to Measure It

4. Traditional Marketing (Outbound)

5. Marketing Today (Inbound)

6. Declining Traffic for Trade Publications

7. But We’re Now a Trade Publication

8. Best Young Companies? Inbound. 1950 - 2000 2000 - 2050 8

9. Marketing With Budget? Or Brain? Flickr: Refracted Moments Flickr: Gaetoan Lee

10. www.HubSpot.com/ROI More:

11. Why Inbound Is Cheaper

12.

13. Blogging

14. Social Media

15. SEO

16.

17. Promote

18.

19. Target

20.

21. Landing Pages

22. Email

23. Lead Intelligence

24. Lead Mgmt

25. AnalyticsCustomers

26. SEO Social Media Blog

27. SEO Social Media Blog Flickr: Storm Crypt

28. Agenda About Inbound Marketing SEO Content Social Media How to Measure It

29. How Do You Get to the Top?

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

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

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

33. Blogging Means More Inbound Links

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

35. SEO Blog Flickr: Storm Crypt

36. Agenda About Inbound Marketing SEO Content Social Media How to Measure It

37.

38.

39. The Difference? Data from website.grader.com and compete.com

40.

41. What Should You Write About? (Holly Allison, VP, Marketing, Vico Software) (Larry Berezin, COO, NYC Parking Ticket, LLC)

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

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

44. Create Content That Fits Your Industry

45. HubSpot.com/cartoons

46.

47. Turn forum posts into blog posts

48. Shoot videos at events

49. Interview customers for your blog

50. Repurpose company data for public reports

51. Share lessons you learnFlick Photo: Cindiann

52. Agenda About Inbound Marketing SEO Content Social Media How to Measure It

53.

54. Small scale

55. No business impact

56. But lots of fun

57. Highly measurable

58. Massive scale

59. Major driver of leads, sales

60.

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

62. Social Media Drives Leads HubSpot Social Media Leads Twitter is largest category, at >40% of HubSpot’s total social media leads.

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

64.

65. google.com/blogsearch

66. Technorati.com

67. Existing blogs

68. Industry Twitterers

69. Twitter.grader.comStart Listening

70.

71. LinkedIn Answers

72.

73.

74. Free trials

75. Software documentation

76. New data

77. Funny videos

78.

79. Social Media Is Now Part of Search Results … Results from Twitter

80. And Drives SEO

81. SEO Social Media Blog Flickr: Storm Crypt

82. Agenda About Inbound Marketing SEO Content Social Media How to Measure It

83. www.websitegrader.com Assess Search Engine Optimization

84. Track Blog Subscriptions

85. Track the Whole Funnel Website Visitors Leads Customers

86. Track the Funnel by Channel Blog Paid Media SEO Leads Leads Leads Customers Customers Customers

87. How to Track Your Funnel Track visitors.

88. How to Track Your Funnel How to Track Your Funnel Track leads.

89. How to Track Your Funnel How to Track Your Funnel Track customers.

90. Why Tracking Channels Is Critical

91. Be Wary of Siloed Analysis

92. Be Wary of Siloed Analysis

93. Final Thoughts …

94. Traditional Sales

95. Inbound Sales

96. SEO Social Media Sales Blog Flickr: Storm Crypt

97. Can You Put the Pieces Together? d.j.k. on flickr

98. HubSpot Puts the Pieces Together

99. 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