The Future of Marketing is Inbound Marketing Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe

The Future of Marketingis Inbound Marketing

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

Marketing is Changing

1950 - 2000 2000 - 2050

Outbound Marketing

Outbound Marketing is Harder

800-555-1234AnnoyingSalesperson

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://www.apple.com/pr/products/ipod/08classic_front_agreement.html

More Bad News…

The Good News…

Inbound Marketing

Blog SEO Social Media

http://www.google.com/imgres?imgurl=http://lh6.google.com/shaileshdoke/R7Yvft7NeXI/AAAAAAAAAR8/c-KsB1lUh3c/YouTube%20Logo%5B5%5D&imgrefurl=http://digi-soft.blogspot.com/2008/02/high-resolution-1280x905-youtube-logo.html&h=345&w=487&sz=20&tbnid=dI7uwE0TkZ8J::&tbnh=91&tbnw=129&prev=/images?q=youtube+logo&sa=X&oi=image_result&resnum=2&ct=image&cd=1

http://images.google.com/imgres?imgurl=http://www.popandpolitics.com/wp-content/uploads/2008/05/rss_logo2.jpg&imgrefurl=http://www.popandpolitics.com/category/top-five/&h=300&w=300&sz=53&hl=en&start=2&sig2=NB-UQUuJRmwa20dT9yQaXg&um=1&tbnid=gH9Mdv2ae5FLAM:&tbnh=116&tbnw=116&ei=fhd0SI7ILoHIeaWbmNwC&prev=/images?q=rss+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

Inbound Gives Leverage

Budget vs. Brains

Flickr: Refracted Moments Flickr: Gaetoan Lee

NY Parking Tickets

Blogging + SEO + Social Media• 7x more website

visitors• 25x more visitors

from Google• 8x more links to

website

Website Visitors

http://www.hubspot.com/customer-case-studies/bid/4976/NYC-Parking-Ticket-Service-Sees-7x-Increase-in-Traffic-With-HubSpot



Music Videos

• 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

http://www.youtube.com/watch?v=4-lGe5MnBlY

http://www.youtube.com/watch?v=4-lGe5MnBlY

BlendTec - Will It Blend?

Videos + Social Media• 55,000 inbound links• 83,000 YouTube

subscribers• 500+ Facebook groups• 5 Digg front page

stories• 3x Sales Increase

Questions to ask yourself...

How am I expanding my online footprint?

Am I publishingshare-worthy content?

How can I start and join relevant

conversations?

Am I presenteverywhere that peoplediscuss my industry?

Stop thinking like amarketer or advertiser.

Start thinking like apublisher and

socializer.

Some Ideas…

Flickr: Gaetoan Lee

Publish Everything

• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases

Publish Everywhere

http://images.google.com/imgres?imgurl=http://images.pcworld.com/reviews/graphics/products/imported/30371_g1.jpg&imgrefurl=http://www.pcworld.com/product/specs/id,30371/revver.html&h=207&w=275&sz=5&hl=en&start=3&sig2=NBF_f60sTyhcRFWPNRjz6Q&um=1&tbnid=P8A35DPe6ADS-M:&tbnh=86&tbnw=114&ei=jrubSNzSHaGceuSN8MUF&prev=/images?q=revver&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

http://groups.google.com/

http://en.wikipedia.org/wiki/Image:Yelplogo.gif

http://images.google.com/imgres?imgurl=http://theleetgeeks.com/large_images/viddler_logo.gif&imgrefurl=http://theleetgeeks.com/video/&h=226&w=580&sz=13&hl=en&start=1&sig2=F-itwPMKU2foqh8wkLrMrQ&um=1&tbnid=BwbAPsNL2WLcEM:&tbnh=52&tbnw=134&ei=WbubSOLvMI2AeaqI_LoF&prev=/images?q=viddler&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD&sa=N

http://images.google.com/imgres?imgurl=http://blog.awakenedvoice.com/wp-content/uploads/2006/07/home_bliptv.gif&imgrefurl=http://blog.awakenedvoice.com/?akst_action=share-this&p=171&h=156&w=262&sz=8&hl=en&start=2&sig2=FAwwf_gxI9MNXNt8P6eVaQ&um=1&tbnid=1P73IUjVPk1URM:&tbnh=67&tbnw=112&ei=erubSMqfH4ueecOP-bIF&prev=/images?q=blip.tv+logo&um=1&hl=en&rls=com.microsoft:en-us:IE-SearchBox&rlz=1I7GFRD

Target Content to Your Personas

Kadient photo by: David Meerman Scott

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

Twitter for Customer Service

http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm

http://www.businessweek.com/managing/content/jan2009/ca20090113_373506.htm

Social Media is Personal

Are you going to let Comcast

provide morepersonal

service than you do?

What about Best Buy?

1-1 Personal Service & Advice

Home Depot on Facebook

Personal Profile vs. Business Page

• Set up a Personal Profile first and then create a Business Page that you will administer

• Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)

Create an Engaging Presence

• Events• Videos• Discussions• Photos• Blog Articles

Go Viral – Leverage News Feed

• News Feed shows updates on your and your friends’ activity

• First thing you see when you log in

• Your updates show on your profile “Wall”

• Allow users to engage with you – each activity is shared with their network

Draw on Your Network

Twitter.Grader.com Keyword Search

Search.Twitter.com

Optimize for Search

• Facebook Search• Based on # Fans

• Public Search• Check your settings

Advertise on Facebook

http://www.facebook.com/advertising/

Note: You must be logged in to create an ad

http://www.facebook.com/advertising/

Measure Friends, Fans, Activity

Additional Resources

• Facebook Marketing eBook• http://www.hubspot.com/facebook-for-business-marketing-hub/

• Twitter Marketing eBook• http://www.hubspot.com/twitter-marketing-hub/

• Social Media Marketing Kit• http://www.hubspot.com/twitter-marketing-hub/

• Blog: http://Blog.HubSpot.com

http://www.hubspot.com/facebook-for-business-marketing-hub/

http://www.hubspot.com/twitter-marketing-hub/

http://www.hubspot.com/twitter-marketing-hub/

http://blog.hubspot.com/

Thank You!

Today’s slides & more resources:www.MikeVolpe.com/BrandSource

Mike Volpe

VP Marketing @HubSpot

Twitter: @mvolpe

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The Future of Marketing is Inbound Marketing Mike Volpe VP Marketing @HubSpot Twitter: @mvolpe