bottom line: social media for business
DESCRIPTION
An Inbound Marketing 101 presentation I did on June 4, 2009 in Appleton, WI at the Bottom Line: Social Media for Business seminar, organized by Red Shoes Pr.TRANSCRIPT
Inbound Marketing 101
How your business can use Google, blogs and social media to get found.
June 4, 2009
Rick Burnes
Twitter: @rickburnes
Bottom Line: Social Media for Business Seminar
Introductions
Inbound Marketer Inbound Marketing Software
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
VI. Two Case Studies
Traditional Marketing (Outbound)
4
Marketing Today (Inbound)
5
How Do the Best New Companies Market?
1950 - 2000 2000 - 2050
66
Outbound Marketing in Action
Inbound Marketing in Action
What Is Inbound Marketing?
Get Found
Get Found
• Publish
• Promote
• Optimize
Process Tools
Get Found
• Content Mgmt
• Blogging
• Social Media
• SEO
Website Visitors
9
Convert
Get Found• SEO
• Analytics
Convert
• Test
• Target
• Nurture
Customers
Convert
• Offers / CTAs
• Landing Pages
• Lead Intelligence
• Lead Mgmt
• Analytics
Inbound Is Cheaper
Why It’s Cheaper
Build an Asset
Flick Photo: Thomas Hawk
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
VI. Two Case Studies
How Do You Get to the Top?
Pick Your Keyword Battles
15Flick Photos: ExtraMedium & Simonstarr
Fight for “Ninja” … or “Ninja Halloween Costume”
Two Sides of Optimization
16
On-Page Off-Page
Optimize “On Page”
• Page Title
• URL
• H1,H2,H3 tags• H1,H2,H3 tags
• Page Text• Bold
Half of On-Page SEO Is Invisible
• Description
• Keywords
• Alt text on images
Optimize (Off-Page)
• Recommendations from friends1. “I know Rick Burnes”
2. “Rick Burnes is a top notch marketer”
3. You trust the person saying this
• Links are online recommendations1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
How Do You Get Links?
Have something worth linking to.
How Google Weights Optimization
On Page
(25%)
21
Off-page optimization is critical.
Off Page
(75%)
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
VI. Two Case Studies
A Nice-Looking Restaurant Site
Another Nice-Looking Restaurant Site
What’s the difference?
Blog = Better SEO, More Traffic
Website
Grade
Indexed
Pages
Unique Visitors
(Dec.)
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from website.grader.com and compete.com
How Many Tickets Do You Have?
What Kind of Content?
“The kind of online content
that your buyers naturally
gravitate to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PRMarketing & PR
www.webinknow.com
Content Attracts the Right People
Neil Diamond Neil Diamond
Flick Photo: Marciela
A Word of Caution
• Business content DOES NOT mean
content about the products and
services you sell
• Create content that’s useful and
interesting to your target personas
What Content Channels Are Best?
• Blog
• Podcast
• Videos
• Photos
• Presentations• Presentations
• eBooks
• News Releases
Get Into the Content Mindset
• Make emails into blog posts
• Turn forum posts into blog
posts
• Shoot videos at events
• Interview customers for your • Interview customers for your
blog
• Repurpose company data for
public reports
• Share lessons you learn
Flick Photo: Cindiann
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
VI. Two Case Studies
Of Course You’re Skeptical
33
Flickr: mmmonica
Social Media? No Time for That Nonsense!
Why Do I Need to Know This?
PR, Social-Media Style
I will call you right now
Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet
408 555-1234?
I spoke about our use of social media for biz on 2 panels -http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
Elapsed Time:
50 Minutes
How to Get Started
Listen
Listen More
Build Relationships
Share Your Content
Where Does Your Industry Hang Out?
How to find out:• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
Flick Photo: Hamed Saber
Follow the Conversation Via RSS
How to sign up: Google.com/reader
What Are They Saying About You?
Go to: search.twitter.com
Participate in Q&A
Discussions
• Yahoo! Answers
• LinkedIn Q&A • LinkedIn Q&A
and Discussions
Build Your Networks
Total Followers: 22,139
Promote Your Content
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
VI. Two Case Studies
What Should You Measure?
Visitors
Content Social MediaSEO
Measure
Measure
Measure
Leads
Customers
Measure
Measure
Measure
Measure
Assess Search Engine Optimization
Track Blog Subscribers
How to Track Your Funnel
Track visitors. Track leads. Track customers.
Track Conversions
Traffic to HubSpot.com
Visitors Leads Conversion Customers Net Conversion
Twitter 3,289 554 17% 12 0.4%
Techcrunch 504 75 15% 6 1.2%
ZDnet 511 28 5% 1 0.2%
Selected Channels
Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure ItV. How to Measure It
VI. Two Case Studies
Case Study: Cilk Arts
51
The Results
Blog
Subscribers
52
Site Visitors
& Leads
Case Study: Reynolds Golf Academy
•
The Results
Blog
Subscribers
Site Visitors
& Leads
Final Thoughts …
55
Build Leverage
56
Who Knows How to Put All the Pieces Together?
57
d.j.k. on flickr
HubSpot Puts the Pieces Together
58
Thank You!
Sign up for a free trial of HubSpot:
www.hubspot.com/free-trial/
Connect with me:
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: www.twitter.com/rickburnes
Email: [email protected]