Inbound Marketing: Ideas for getting found online through blogging, seo & social media Jonah Lopin VP Customer Success HubSpot

hi

Geek On Stage

Outbound Marketing A bit about me…

What’s HubSpot? Marketing software for SMBs Based in Cambridge (USA)

100(ish) employees $17 $33 million funding Started June, 2006

Customers Growth What Downturn?

Outbound Marketing Enough about me. Let’s talk about you.

Who loves getting marketed to?

Outbound marketing is about pushing messages out.

Annoying Salesperson The problem

Inbound is about pulling people in.

Inbound Marketing: Get Found Inbound Marketing = getting found BlogSEOSocial Media

Outbound Marketing Make marketing about creativity not cash. vs.

3X

As ye SEO, so shall ye reap.

Lessons from 1,694,367 websites.

Cracking The Google Genetic Code

Beware the PPC morphine drip.

Ranking Algorithm: f(n): Relevance + Authority

Keywords: Don’t pick a fight with a ninja. (Unless you’re a ninja)

A Web Page (or blog article) By Any Other Name… …may not rank as well

Page Title: ItsoSoft

Better.

Even better.

Fail.

To Rank Well, Get Powerful Links

Don’t forget the humans!

Building A Blog Following

Outbound Marketing Step 1: You have to actually start.

But Jonah, I don’t know what to write about

Write for your personas

Put your blog under a microscope

Blog Article Performance

10 Wk 0Wk 1Wk 2Wk Wk 4Wk 5Wk

$x How much is a perpetuity $x... t = 0 t = 1 t = 2 worth

10 Mo 0 10 Mo 1 10 Mo 2 10 Mo 3... How much is a blog article’s worth lifetime traffic

If articles are so valuable, should we hire someone to write them?

45

46 articles are not created equal

Craft content for the up-vote

Are you share-worthy? Rarely Shared Frequently Shared Product info Free trials Software documentation Salesy stuff New market data Educational content Humor/entertainment Controversy

Don’t be afraid to polarize

Example: Outbound marketing harms kittens.

Outbound Marketing Experiment with different types of content.

No one cares about your coin collection. (yet.)

a few other random tips

get your url right

make it easy to share

make it easy to subscribe

use rss headers & footers

make it easy to comment

help google help you

write infectious titles 8 Marketing Tips From An Olympic Gold Medalist 10 Leadership Lessons From Don Corleone 7 Signs You Should Run Screaming From An SEO Consultant

make it easy to measure

Social Media

vs.

The Phenomenon

Learning from Facebook Ads

Create a Fan Page & pipe in your blog. Use Status Updates & Links for new articles.

twitter: Even normal people use it now.

Over 5 million users graded

Outbound Marketing The basics: 1.Bio in Profile (76% fail) 2.Avatar 3.Background 4.Website Link (80% fail) 5.Location

How to get retweeted (and why it’s important)

ReTweets Use Longer Words

Asking For The ReTweet Works

Timing Is Everything

Dude, like is for losers with like jobs and budgets and crap.

Give your articles a push

a few closing thoughts

Building a kick-butt D. A. R. C.

Not having fun? You’re doing it wrong!

Be a marketing superhero. Find your super power.

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