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Social media has created a major stir in the marketing world. Some already have jumped in, while others still sit and watch at the sidelines. Some have found success, but most have not. Moreover, many are still sifting through trends versus truths. That's where Mike Volpe, HubSpot's vice president of inbound marketing can help. "Inbound marketing" occurs when you help your company "get found" by people shopping for the services you provide. After this interactive session, you will understand inbound marketing efforts. Topics will include search engine optimization, blogging, social media and landing pages. Presentation sponsored by Associated Network Partners, Inc.
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Inbound Marketing OPASTCO Symposium – November 2009
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Marketing is Changing
1950 - 2000 2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
More Bad News…
The Good News…
Inbound Marketing
Blog SEO Social Media
Inbound Gives Leverage
Budget vs. Brains
Questions to ask yourself...
How am I expanding my online footprint?
Am I publishingshare-worthy content?
How can I start and join relevant
conversations?
Stop thinking like amarketer or advertiser.
Start thinking like apublisher and
socializer.
Inbound Marketing
Inbound Marketing
Publish
Promote
Optimize
Convert
Target Content to Your Personas
Publish Everything
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases
How Many Tickets Do You Have?
More Content = More Links
22
Publish Everywhere
Re-Publish What You Have
• SolidWorks: 100+ Videos on Website
• Published on YouTube, No Promotion
• 10,000+ Views / Month
1,000’s of Tweets about report - Twitter drove 30% of traffic
Link-Worthy & Share-Worthy
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Free trials• Software documentation
• New market data• Educational content• Top-notch blog posts
Make Sharing Easy
Content Makes You Interesting
Calls to Action – Blog Posts
Landing Pages
Track Your Conversion Rate
Inbound Marketing Case Studies
Case Study: Reynolds Golf Academy
Results for Reynolds Golf
Monthly Traffic and Leads
Blog Subscribers
Results for Reynolds Golf
• Increased traffic and lead volume by over 50x
• Accumulated over 300 blog subscribers
• Attracted 4,191 inbound links from over 230 domains
• The website's traffic rank has improved from 5.9 million to between 1 million and 2 million
Case Study: Palomar Technologies
Results for Palomar Technologies
Monthly Traffic
Google Referrers
Results for Palomar Technologies
• Increased lead flow over 100%
• Increased organic search traffic more than 50%
Case Study: Modative
Results for Modative
Google Referrers
Blog Subscribers
Results for Modative
• Increased organic search traffic more than 150%
• Increased lead flow and inquiries
Case Study: Website Grader
• Free interactive tool
• 1.5 million URLs
• 40,000 inbound links
• 5,000 websites w/ badge & link
• 4,500 Del.icio.us bookmarks
• Great PR coverage (TechCrunch, RWW)
• 50,000+ visitors from StumbleUpon
• 100,000+ opt-in emails & leads
Case Study: HubSpot TV
• Weekly video podcast
• 80-100 live viewers
• 1-2K views / episode
• Top 5 marketing podcast in iTunes
• 70,000 views in first year
• Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan
Case Study: B2B Music Video
• Video• 40,000 views first week• 10,000 views first day
• Social Media• #1 source = StumbleUpon• #2 source = Twitter• #3 source = Facebook
• SEO• Page 1 for “inbound marketing”• 50+ inbound links to blog article
Case Study: HubSpot Blog
• Top 3 source of leads
• ~10% visit company website
• ~10-20% lead conversion rate
Blogging is Key for SEO and Social
25-30% of visitors from SEO• Google is 90% of our SEO traffic
20-25% of visitors from social media• Stumbleupon• Twitter• Facebook• Reddit• Delicious• Digg• LinkedIn• Friendfeed
Analysis and Measurement
Traffic
Leads
Sales
…By Channel or Source
Visitors Leads Sales
SEO
SocialMedia
Inbound Marketing Summary
Convert
Additional Resources
• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/
• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/
• Media Social Marketing Kit• http://www.hubspot.com/social-media-marketing-kit
• Blog: http://Blog.HubSpot.com
Next Steps
• Read “Inbound Marketing”
• Grade your website: www.WebsiteGrader.com
Thank You / Q&A
Download Slides:www.MikeVolpe.com/OPASTCO
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
http://www.youtube.com/watch?v=Q3yCB7AvvAk
http://www.youtube.com/watch?v=4-lGe5MnBlY
What’s HubSpot?
• Marketing software for SMBs
• Over 1,800 customers in 3 years
• 100+ employees, lots of MIT grads
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