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Mapping the Inbound Marketing Ecosystem - How blogging, SEO, social media and lead conversion all fit together for a comprehensive inbound marketing program for lead generation marketing. By Mike Volpe of HubSpot.
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Mapping Inbound Marketing:Combine Blogging, Social Media and SEO for Results
Mike Volpe
VP Marketing, HubSpot
Twitter: @mvolpe
Social Fresh - Portland, OR - March 29, 2010
@mvolpe
What’s the Next Hairstyle?
SEO BloggingSocial Media
Flickr: nopiedra
Flickr: Sachaverelle
Flickr: davecobb
@mvolpe
This Ain’t No Haircut!
WikipediaWikipedia
@mvolpe
Flickr: WanderingtheWorld
Navigating a Complex Landscape@mvolpe
Marketing is Changing
1950 - 2000 2000 - 2050
@mvolpe
Outbound Marketing@mvolpe
Outbound Marketing is Harder
800-555-1234AnnoyingSalesperson
@mvolpe
The Good News…
Inbound Marketing:Get Found using Google, Social Media and Blogs
Top 5 Web Marketing Book on Amazon
InboundBook.com
@mvolpe
The Great News…
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
“Best Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
“Worst Things” from 2009
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
Budget vs. Brains
Flickr: Refracted Moments Flickr: Gaetoan Lee
@mvolpe
“If you have more money than brains, use
outbound marketing.If you have more brains
than money, use inbound marketing”
-- Guy Kawasaki
@mvolpe
Questions to ask yourself...
@mvolpe
Am I regularly creating new share-
worthy content?
@mvolpe
Am I promoting my content
in social media conversations?
@mvolpe
Am I optimizing my content for search and
social media?
@mvolpe
Am I converting asmany visitors into
leads and sales as I can?
@mvolpe
Stop thinking like amarketer or advertiser.
@mvolpe
Start thinking like apublisher and
socializer.
@mvolpe
Inbound Marketing Map
Social Media
Blog
SEO
Flickr: WanderingtheWorld
@mvolpe
Conversions
Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
Publish Everything
• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases
@mvolpe
Publish Everywhere@mvolpe
Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
@mvolpe
Blogging Attracts More Links
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
@mvolpe
Blogging Attracts More Visitors
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
@mvolpe
46% of companies who blog have gotten
revenuebecause of their blog.
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
Most Business Blogs Post Weekly
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
More Blogging Increases Results
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
Inbound Marketing Workshop
Create
Optimize
Promote
Convert
@mvolpe
SEO Tips from Website Grader
Lessons from 2,115,631 websites
@mvolpe
What drives SEO rank?
HubSpot.com/cartoons
@mvolpe
SEO = Context and Authority
Ranking Algorithm:f(n): Context + Authority
@mvolpe
Keywords & The Prosthodontist
Image: http://www.thehumorousimage.com/
@mvolpe
On-Page SEO (Context)
• Page Title
• Clean URL
• Headers & Content
• Description
@mvolpe
Authority is Determined by Links@mvolpe
More & Better Content = Links
Source: Data from selected websites using www.WebsiteGrader.com
@mvolpe
Where is Search Going?@mvolpe
Where is Search Going?
Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
It’s NOT About You… Ever
HubSpot.com/cartoons
@mvolpe
Target Content to Your Personas
Kadient photo by: David Meerman Scott
@mvolpe
Content Makes You Interesting@mvolpe
Blogging Drives Social Success
Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
@mvolpe
Make Sharing Easy@mvolpe
What Gets Shared?
Rarely Shared
FrequentlyShared
• Product info• Product documentation• Company background
• New market data• Educational content• Top-notch blog posts
@mvolpe
Social Media = Leads and Sales
Source: survey of hundreds of businesses: HubSpot.com/ROI
@mvolpe
Inbound Marketing
Create
Optimize
Promote
Convert
@mvolpe
Never let website visitors guess what to
do next.
@mvolpe
Conversion Tips
Offer +Call to Action
Landing Page
@mvolpe
Conversion Tips
Offer +Call to Action
• Value of offer• Visual design of
CTA• Text on CTA• Placement of CTA• Test & experiment
@mvolpe
Offer – WIIFM?@mvolpe
Offer – WIIFM?@mvolpe
No Call to Action@mvolpe
Good Homepage Call to Action@mvolpe
Offer and Calls to Action Tips
Offers need to have value
Use CTAs everywhere
Test to find the best CTA / offer• Offer, colors, text, size, place
Make the next step obvious and easy
@mvolpe
Conversion Tips
Landing Page
• Consistent with past steps
• Simple & clear• Short forms• Test & experiment
@mvolpe
Limited Navigation@mvolpe
Don’t Ask for Sensitive Info@mvolpe
Keep It Short
32% Conversion
53% Conversion
@mvolpe
Landing Page Tips
Tell people what they will get
Limit distractions (navigation / links)
Keep it short and simple
Test to find the best
@mvolpe
Inbound Marketing Summary
Optimize
Promote
Create
Convert
@mvolpe
How to Put All the Pieces Together?
d.j.k. on flickr
HubSpot Puts the Pieces Together
Suggested Next Steps
• Read the “Inbound Marketing” Book
• Grade your website: www.WebsiteGrader.com
• Additional Free Resources: www.HubSpot.com/marketing-hubs
@mvolpe
Q & A
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe
Free Trial: www.HubSpot.com/free-trial
These slides: www.MikeVolpe.com/sofresh
