Slides: SlideShare.net/HubSpot
Twitter: @mvolpeTwitter: @mvolpe
H PR Firm C n Dri Cli ntHow PR Firms Can Drive Client Inbound Marketing
Mike VolpeVP MarketingVP MarketingHubSpot
Who’s HubSpot?
• Inbound marketing software for SMBs• (SEO blogging social media analytics)• (SEO, blogging, social media, analytics)
• 700 Customers
Top 100Marketing Blog
8,000 Members
25,000 Reports 15,000 Reports(i k )450 000 Reports, p(in 2 weeks)450,000 Reports
Who’s HubSpot?
Who’s Mike Volpe?
• B2B marketing in tech industry for 10 years
• Never worked at a PR firm
• Blogger & active in social mediaBlogger & active in social media
What Won’t I Tell You?
• PR is changingE er one is no a member of the media• Everyone is now a member of the media
• Google defines your brand• Social media is changing PR• SEO is changing PRSEO is changing PR• Blogging is changing PR
Traditional PR is dead• Traditional PR is dead
What Will I Tell You?
Ne ideas for marketing/PR• New ideas for marketing/PR
• Suggestions for measurement
• Client perspective on PR
Outbound Marketing
800-555-1234AnnoyingSalesperson
Inbound Marketing
Blog SEO Social Mediag
Rethinking MarketingOutbound Marketing• Telemarketing
Inbound Marketing• SEO / SEM
• Trade shows• Direct mail• Email blasts
• Blogging• Social Media• RSS• Email blasts
• Print ads• TV/radio ads
• RSS• Free tools/trials• Public Relations
Interruption Permission
Our Universe
Agenda
Ne ideas for marketing/PR• New ideas for marketing/PR
• Suggestions for measurement
• Client perspective on PR
Example #1
“Think like a p blisher”“Think like a publisher”-- David Meerman Scott
Day in the life…8:00 - 8:30 am: Check HubFeed, blogosphere, Facebook, Twitter, Forums• Leave comments, answer questions• Add some new friendsAdd some new friends
8:30 - 9:30 am: Launch new interactive tool and publish article on blog• Post link on Twitter and Facebook
3 00 3 30 S l i t ff b t3:00 - 3:30 pm: Someone else says nice stuff about you• Vote for it on StumbleUpon, Digg, etc., post on Facebook and Twitter• Email friends/employees to promote it
3 30 4 00 A l R t3:30 – 4:00 pm: Analyze Reports• Keyword Grader & Blog Insights - Pick topic for next blog article• HubFeed & Link Grader – Leave comments & befriend blogs that link to me• Page Grader - Make a couple tweaks to on-page SEOg p p g
1. Publish Content2. Develop Relationships3. Monitor Conversations4. Promote Content5. Analyze Progress
What to Publish?
• Blogg• Podcast• Videos• Videos• Photos• Presentations• eBooks• News Releases
Where to Publish?
Example #2 – Promote Your Content
FlickrFlickr: : ClintJCLClintJCL
Promote Your Content
Promote Flattering Content
Example #3 – News Release Optimization
FlickrFlickr: : Editor_BEditor_B
News Release Steps
1. Keyword Analysis
2. Set Link Strategy
3. Write
4. Analyze & Edit
5. Post & Promote
Summary News Release Tips
1. Pick 1-2 keyword phrases2 Use in title content and links2. Use in title, content and links3. Link keywords to matching pages4. Optimize your boilerplate5. Publish as blog/RSS on your website5. Publish as blog/RSS on your website6. Write early and often
25% of SEO = On Page (Visible)
• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
25% of SEO = On Page (Invisible)
• Description
• Keywords
• Alt text on images
75% of SEO = Off Page
• Recommendations from friends1 “I know Mike Volpe”1. “I know Mike Volpe”2. “Mike Volpe is a marketing expert”3 You trust the person saying this3. You trust the person saying this
• Links are online recommendations• Links are online recommendations1. A link: www.HubSpot.com2 Anchor text: Internet Marketing2. Anchor text: Internet Marketing3. Link is from a trusted website
PR 2.0 = SEO (Links)
Off P SEO i HARD
On
• Off Page SEO is HARD• Links are hard to get
Th t’ h h iPage SEO25%
• That’s why search engines use them to measure “importance”
Off Page
• PR 2.0 = SEO (Li k )SEO
75% (Links)
Example #4 – Q&A / Discussion Forums
FlickrFlickr: : chelmsfordpubliclibrarychelmsfordpubliclibrary
Participate in Q&A
• FacebookDiscussionsDiscussions
• Yahoo! Answers
• LinkedInLinkedIn Q&A and DiscussionsDiscussions
Q&A / Discussion Forums
Short tho ghtf l ans ers• Short, thoughtful answers
• Links to (your) blog and tools
• First answers are better
• Long term, long tail strategy
Example #4 - Twitter
FlickrFlickr: CC Chapman: CC Chapman
Using Twitter for PRNeed to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
408 555-1234?
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
I will call you right now
Elapsed Time:50 Minutes50 Minutes
Build Network - Keyword Search
Build Network - Follow Famous People
Build Network - Engage Famous People
2,700 followers
1,200 followers,
Discussion, Not Broadcast
Example #5 - Groups
FlickrFlickr: : VidiotVidiot
Start Groups
8 000 M b8,000 Members#7 in search for “marketing”
1,200 Members
Build a Group
• Generic Title (“Pro Marketers”)
• Invite employees, customers and friends
• Post on your blog, website, etc.Post on your blog, website, etc.
Then it spreads virally (or repeat the steps)• Then it spreads virally (or, repeat the steps)
Manage a Group
• LinkedIn• Start discussions• Start discussions• Download email list, send newsletter
• Facebook• Start discussions• Upload photos, videos• Send updates
• Quality Content
Example #6 - Blog
FlickrFlickr: Annie Mole: Annie Mole
Tips You Might Not Know
Start before o ha e a prod ct• Start before you have a product• Start before you have a website• Start before you have anything
• All you need: a rough market and some ideas
• A blog can launch a company
Biggest Blogging Mistake
Don’t use a “free” URL from a blog service
• HubSpot.blogspot.com – NO!HubSpot typepad com NO!• HubSpot.typepad.com – NO!
• HubSpot.wordpress.com – NO!
• Blog.HubSpot.com – Yes• HubSpot.com/Blog – Yes• SmallBusinessHub.com – Yes
Final Example – Free Tools
FlickrFlickr: kiki99: kiki99
Build Free Tools
• Website Grader• Few days to build v1• Few days to build v1• $5,000 in marketing
450 000 t• 450,000 reports• 80,000 opt-in emails
Th d f l d• Thousands of leads• 50,000 links• 4,000 bookmarks• PR: TechCrunch, Guy Kawsaki, PC Magazine• Awards: Webby, ad:tech, IMA, MITX
Tips for Successful Free Tools
• Simple inputsInstant res lts• Instant results
• Comparative (competitive) score• Customized feedback• Tips on how to improveTips on how to improve• Easy to share (badge, email, social media)
Solicit feedback and improve the tool• Solicit feedback and improve the tool
Cocktail Party Trick
F ll dFollow grader:“f grader”f grader
Send a message:“D d @ ”“D grader @username”
Agenda
Ne ideas for marketing/PR• New ideas for marketing/PR
• Suggestions for measurement
• Client perspective on PR
Tracking PR
Old Rules• Clippings
New Rules• Inbound Links• Clippings • Inbound Links
• vs Competition• Searches on your brandSearches on your brand
or company• Visitors, Leads &Visitors, Leads &
Customers• # Results in Googleg
• vs Competition
Tracking PR
Novice• Inbound Links
Advanced• Leads by Source• Inbound Links
• Delicious Bookmarks• Friends / Connections
• Leads by Source• Customers by Source
• Friends / Connections• Email/RSS Subscribers
SEO Rankings• SEO Rankings• Web Traffic
Website Grader
Inbound Links
http://siteexplorer search yahoo com/http://siteexplorer.search.yahoo.com/
Delicious Bookmarks
http://delicious com/url/http://delicious.com/url/
Friends / Connections
• For company and key employeesPick 3 5 appropriate for o r market• Pick 3-5 appropriate for your market
Facebook Fans & Activity
Email / RSS Subscribers
Opt In EmailsRSS Subscribers Opt-In EmailsRSS Subscribers
Measure Traffic & LeadsMeasure Traffic & Leads
(When a website with lots of traffic picks up your ti l )article….)
1. Measure number of visitors2. Measure number of leads3 Look at conversion rate for that traffic source3. Look at conversion rate for that traffic source4. Add an event to graphs5 In the future focus PR effort on media that5. In the future, focus PR effort on media that
drive leads
Traffic, Leads and CustomersVisitors from ZDNet
Visitors Leads Customers
TechCrunch 5,289 754 12
ZDNet 834 72 3
Twitter 511 28 1
Internet Marketing Scorecard
Press Release Grader
Agenda
Ne ideas for marketing/PR• New ideas for marketing/PR
• Suggestions for measurement
• Client perspective on PR
What Clients Want
1. Research / Strategy
2. Training / Expertise
3. Create & Publish Content
4. Monitoring
5 Pitching / Relationship Development5. Pitching / Relationship Development
http://blog hubspot com/blog/tabid/6307/bid/4267/The-Role-of-PR-Firms-in-http://blog.hubspot.com/blog/tabid/6307/bid/4267/The Role of PR Firms inSocial-Media-and-Inbound-Marketing.aspx
My Biggest Complaint
• PR “pros” don’t know enough (details)
• News release optimization
• Publishing & optimizing podcasts, videos
• Group setup & optimization in social mediaGroup setup & optimization in social media
• Not web “technical” enough
• Not analytical enough
Challenge & Opportunity
• Are you an expert? (Really?)
• Do you use these tools? Aggressively?
• Hire a super technical person?
• Hire a super analytical person?
• 20% of staff time to learn / experiment?• 20% of staff time to learn / experiment?
Thank You!
Free Tools:htt //W b it G dhttp://Website.Grader.com
http://PressRelease.Grader.comhtt //T itt G d
Mike Volpe
http://Twitter.Grader.com
Mike VolpeVP MarketingHubSpotp
Facebook: www.facebook.com/people/Mike_Volpe/709797LinkedIn: www linkedin com/in/mikevolpeLinkedIn: www.linkedin.com/in/mikevolpeTwitter: www.twitter.com/mvolpe