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Inbound Marketing 101 Mike Volpe VP ANPI Solutions Annual Conference May 5, 2009.

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Presentation on theme: "Inbound Marketing 101 Mike Volpe VP ANPI Solutions Annual Conference May 5, 2009."— Presentation transcript:

1 Inbound Marketing 101 Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe ANPI Solutions Annual Conference May 5, 2009

2 Outbound Marketing

3 Outbound Marketing is Broken 800-555-1234 Annoying Salesperson

4 The Bad News… 4

5 The Good News… 5

6 Inbound Marketing BlogSEOSocial Media

7 Threat and Opportunity 7 1950 - 20002000 - 2050

8 Inbound Gives Leverage 8

9 Budget vs. Brains

10 Inbound Marketing Convert Get Found Publish Promote Optimize Convert Test Target Nurture ProcessTools Get Found Content Mgmt Blogging Social Media SEO Analytics Convert Offers / CTAs Landing Pages Email Lead Intelligence Lead Mgmt Analytics

11 Marketing Workshop Agenda SEO Blogging Social Media Landing Pages

12 SEO Workshop Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe ANPI Solutions Annual Conference May 5, 2009

13 Search Engine Optimization 3,000 searches per second Publish more content Optimize your content Promote your content

14 Pick Your Keyword Battles 14 vs. Hands On

15 SEO On-Page Off-Page

16 On-Page SEO Page Title Clean URL Headers & Content Description

17 On-Page SEO Improve home page titles 17

18 On-Page SEO Everyone has work to do 18 Page TitlePage Description

19 WWHD (What would HubSpot do?) Page Title “Arizona Phone Cable Internet Service - CompanyName” Page Description “Arizona phone & Internet service with personalized local service from your neighbors, not an overseas call center. 30 Days Free!” Page Content Text that describes your business Links to pages for different geographies and services Ongoing content development strategy (see blog workshop) 19 Hands On

20 SEO Idea for Local Marketing Areas we serve page Direct link from homepage List of towns/areas with links to each detailed page Tucson, Scottsdale, Phoenix Detailed page for each geography Page Title: “Tucson AZ Phone Internet Service – Co.Name” Page text should be localized as well Try to have somewhat different content 20

21 SEO = Off-Page SEO Recommendations from friends 1. “I know HubSpot” 2. “HubSpot is a marketing expert” 3. You trust the person saying this Links are online recommendations 1.A link: 2.Anchor text: Internet MarketingInternet Marketing 3.Link is from a trusted website Hands On

22 Comparative SEO Data 22

23 Summary: SEO Ground Rules 1. Page 1 is all that matters 2. Never-ending long term process 3. Every page should be different 4. Don’t obsess over individual ranks 5. Leverage the long tail 6. Measure traffic and leads/sales 23

24 SEO Measurement

25 Comparative SEO Data Company Website Grade Home Page Title Web Pages Inbound Links www.adams.net74Pass2422,046 www.actaccess.net67Fail143449 www.alpine-communications.com46Fail12718 www.blomand.net46Fail1,070457 www.casscomm.com54Fail276590 www.cccomm.net22Fail69567 www.cheqtel.com71Fail467662 www.ctcis.net38Fail17486 www.cobank.com54Fail5631,106 www.dtccom.net86Fail1714,032 www.ftmojave.com39Fail3215 www.hctc.net59Fail125106 www.hometel.com33Pass142161 www.netins.net79Pass55121,624 www.ktis.net26Pass1531,642 www.madisontelco.com32Fail13647 www.nemont.net37Fail182238 www.slic.com71Pass531,246 www.nrtc.org53Fail2701,489 www.plateautel.com20Fail186333 www.stcg.net13Fail489 www.seidata.com65Fail3,09079,729 www.sctcweb.com51Fail40845 www.uscarrier.com45Fail54244 www.wk.net30Fail144172 www.wktelecom.coop8Fail5076 25 Data from, Home Page Title is my opinion based on best practices Hands On

26 SEO Rankings Hands On

27 Traffic, Leads and Customers VisitorsLeadsCustomers SEO5,28975412 Blogging834723 Social Media511281 Visitors from SEO Hands On

28 Blogging Workshop Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe ANPI Solutions Annual Conference May 5, 2009

29 What to Publish? Blog Podcast Videos Photos Presentations eBooks News Releases

30 Where to Publish?


32 Target Content to Your Personas Kadient photo by: David Meerman Scott

33 A Word of Caution Writing for your personas DOES NOT mean writing about the products and services you sell them Write about the things they want to learn about

34 3 Keys to Blog Success

35 RSS = Distributed Content RSS = Really Simple Syndication Consume content how you want Unlocks content from a URL Anonymous subscription

36 RSS Simplifies Reading Your Industry Blogs

37 Reading Other Blogs 1. Get an RSS Reader ( 2. Set reader as homepage 3. Search for relevant blogs 4. Subscribe to blogs Hands On

38 3 Keys to Blog Success

39 Tips on Comments Increase the value of the article: Share an example Add a point Add a useful link Disagree Ask a question Use your real name (not company)

40 Why Leave Comments? Karma Get noticed by other bloggers Get noticed by other blog readers Get links back to your blog Thought leadership

41 3 Keys to Blog Success

42 Biggest Blogging Mistake A “free” URL from Blogspot or Typepad – NO! – NO! – Yes – Yes – Yes

43 Blog Article Titles Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?” Enticing: “12 Quick Tips To Search Google Like An Expert” SEO: “Free Advertising on Google” 6 th Most Popular HubSpot Blog Article

44 Blog Frequency Steady readership? At least weekly, more is better. SEO focused? Frequency is less important.

45 Blog Topic Ideas List of 5 ideas, trends or thoughts Publish a list of links Take a recent experience and share it Answer questions you received recently Comment on other blog articles Turn a press release into a blog article Check your email outbox

46 Promote Your Blog

47 Blog Promotion Email customers, friends and family Replace email newsletter with blog Trade articles w/similar blogger Social media Digg, Reddit, StumbleUpon Facebook & LinkedIn Twitter - Automatic with Twitterfeed Twitter - Tweet It button on each article

48 Blog Measurement

49 Subscribers & Visitors Hands On

50 Blog Article Performance Hands On

51 Social Media Workshop Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe ANPI Solutions Annual Conference May 5, 2009

52 It’s Not Your Daughter’s Social Media

53 Social Media = Cocktail Party Become a real member of the community Add value to the community Ask and answer questions More effective than live cocktail parties No boundaries of time or space Other people can listen in easily

54 Twitter for Customer Service

55 Social Media is Personal 55 Are you going to let Comcast provide more personal service than you ?

56 Let’s Get Started 56 Hands On

57 Build Network - Keyword Search Hands On

58 58 Hands On

59 Network w/ Famous People 10,000 followers 2,000 followers

60 LinkedIn Answers 60 Hands On

61 LinkedIn Groups 61 Hands On

62 Promote Your Content

63 Social Media Measurement

64 Traffic, Leads and Customers VisitorsLeadsCustomers SEO5,28975412 Blogging834723 Social Media511281 Visitors from Twitter Hands On

65 Conversion Workshop Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe ANPI Solutions Annual Conference May 5, 2009

66 Lead Conversion is Critical Step Target Market Website Visitors Leads Opportunities Customers Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit.

67 The Mindset of the Visitor Why are they there? What do they want? Does it make sense? Does it look easy? Do they trust you?

68 Conversion Takes Place… Website Homepage PPC Ads Email Blast Blog Articles Inside Software Direct Mail Anywhere that you want someone to do something…

69 Call to Action


71 Call to Action Tips Action oriented & positive Try “click here” as part of it Simple & clear Make it pop Link both images and text Targeted to your audience

72 Action Oriented & Positive

73 Simple & Clear

74 Offers WIIFM? Match Offer and Landing Page Not “Contact Us”

75 Offer – WIIFM?

76 Free Trial

77 Match Offer and Landing Page

78 Landing Pages Limited navigation Shorter is better Match the offer

79 Go Naked

80 How Naked is up to you…

81 Keep It Short 32% Conversion 53% Conversion

82 Don’t Put Form Below the Fold

83 Don’t Ask for Really Private Info

84 Don’t Use a Clear / Cancel Button

85 Examples to Discuss Main image not clickable Good CTA and link Maybe landing page is too complex? Where’s the form? Good CTA, no landing page - just more choices? Freedom Bundle not linked SafeSpace link is broken? PC Repair service not linked 85 Hands On

86 An Observation… 86

87 An Observation…

88 88

89 Measurement / Case Study

90 Call to Action & Offer 0.2% Click Through Rate Includes undelivered, blocked, etc. No opportunity to use text

91 Landing Page

92 Tracking & Analytics PAGE NAMEPAGE VIEWS SUBMISSIONSCONVERSION RATE Blogging for Business Webinar3803216556.93%

93 Tracking & Analytics ReferrerVisitorsLeadsConversion % [MPT05]51227152.93%

94 Thank You! Mike Volpe HubSpot VP Marketing Twitter: @mvolpe ANPI Solutions Annual Conference Marketing Workshop May 5, 2009

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