how to promote an event with inbound marketing
TRANSCRIPT
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How to Promote an Event withHow to Promote an Event with Inbound Marketing
Ellie MirmanInbound Marketing ManagerHubSpot
Twitter: @ellieeille
Outbound Marketing
Outbound Marketing is Broken
800-555-1234AnnoyingSalespersonp
The Bad News
Flickr: pjbeardsley
The Good News
Inbound Marketing
Blog SEO Social Mediag
Budget vs. Brains
FlickrFlickr: Refracted Moments: Refracted Moments FlickrFlickr: : GaetoanGaetoan LeeLee
Inbound Marketing Process
Get FoundGet FoundTools• Content Mgmt
Process• Publish Get FoundGet Found • Blogging
• Social Media• SEO
• Optimize• Promote
ConvertConvert
SEO
• Offers / CTAs• Landing Pages
• Target• Capture ConvertConvert • Landing Pages
• Emails• Lead Intel
• Capture• Nurture
MeasureMeasure• Analytics• Test
• Analyze MeasureMeasurea y e• Repeat
7 Steps to P tiPromoting an Event with Inbound Marketing
Flickr: flattop341p
1. Create a Hub for the Event
Central locationCentral location for event information
Optimize for searchsearch
Organic Search is Better
Free
More trafficPay Per Click – 25% of Clicks
Smarter people Organic Results75% of Clicks
Longer lasting75% of Clicks
Source: Marketing Sherpa and Enquiro Research
Pick Your Keyword Battles
1. Search volume2 Relevance to your business2. Relevance to your business3. Competition
• “event”“community development event”• “community development event”
• “community development event Bastrop TX”Bastrop TX
Flickr: saeba
How Does Google Decide?
On-Page Off-PageOn-Page25%
Off-Page75%
On-Page SEO
Page TitleURL
H1, H2, H3 tags
Page TextPage Text• BoldMeta Tags & Description
Off-Page SEO
Recommendations from friends1 “I k H bS t”1. “I know HubSpot”2. “HubSpot is a marketing expert”3 Y t t th i thi3. You trust the person saying this
Links are online recommendations1. Link: www.HubSpot.comp2. Link with anchor text: Internet Marketing3. Link from a trusted website3. Link from a trusted website
Microsites a Macro Mistake?
Separate Brand vs. SEO Starting Line
Flickr: zhurnaly
2. Leverage Your Network
• Email Newsletter
• Facebook Page Update
• Facebook Group Message
• LinkedIn Group Message/Discussion
• Post on Blog / Website
3. Leverage Speakers & Sponsors
Make it easy to promote the event
3. Leverage Speakers & Sponsors
Make it easy - badges
3. Leverage Speakers & Sponsors
Make it easy – email copy & landing pages
Dear sponsor,Feel free to copy and paste the below copy for an email campaign or blog post.
3. Leverage Speakers & Sponsors
Make it easy – giveaways & discounts
4. Reach Out to Relevant Communities
Facebook Groups and Pages
4. Reach Out to Relevant Communities
LinkedIn Groups
4. Reach Out to Relevant Communities
Industry-Specific Communities
Local Event ListingsLocal Event Listings
4. Reach Out to Relevant Communities
1. Ask for suggestions about speakers & t i& topics
4. Reach Out to Relevant Communities
1. Ask for suggestions about speakers & t i& topics
2. Share content from the event
4. Reach Out to Relevant Communities
1. Ask for suggestions about speakers & t i& topics
2. Share content from the event3. Offer special discount
5. Create a Community
Create a Facebook Group and/or E tEvent
5. Create a Community
Create a Twitter Hashtag
5. Create a Community
Start the Conversation on Blog Posts
6. Publish Content
BlogPodcastVideosVideosPhotosP t tiPresentationseBooksNews Releases
Content Drives Visitors
Search engines like fresh contentfresh content
People like fresh contentcontent
M t tMore content means more tickets in SEO lottery
Encourage Others to Create Content
Tell them!
Encourage Others to Create Content
Make it easy!
Encourage Others to Create Content
Display their content!
Encourage Others to Create Content
Invite content creators ( di bl )(media = bloggers)• Find bloggers:
• Technorati• Google Blog Searchg g
• Approach bloggers• Read comment develop a relationshipRead, comment, develop a relationship
Encourage Others to Create Content
Provide a place!• Designated “Media
Room” for bloggers, media, interviews
• Wireless Internet forreal-time publishing
7. Optimize & Promote Content
Hashtag
7. Optimize & Promote Content
Monitor what’s published• Google Alerts
• Twitter Search
• Flickr Search
7. Optimize & Promote Content
RSS simplifies monitoring
7. Optimize & Promote Content
Aggregate
7. Optimize & Promote Content
Promote your content
7. Optimize & Promote Content
Promote your content
7. Optimize & Promote Content
Promote flattering content
8. Bonus!
Test, Analyze, Repeat
latherlather
rinse
repeat
Flickr:jacek nlj _
What to Measure
Registrants / AttendeesReachContentContentKeyword RankInbound LinksReviewsReviews
What to Measure
Registrants / Attendees• By Source – use tracking tokens!www.mywebsite.com/?source=email_partner1
What to Measure
Registrants / Attendees• By Source – use tracking tokens!discount code PartnerCode1
10
12
14
6
8
10
TrafficSubscribers
0
2
4 Registrants
0Partner 1 Partner 2 Speaker 1 Speaker 2
What to Measure
Registrants / AttendeesReach• Blog Subscribers 50
60Blog Email Twitter
og Subsc be s• Email Subscribers• Twitter Followers 30
40
50
• Twitter Followers• Facebook Fans
10
20
30
• etc. 0Q1 Q2 Q3 Q4
What to Measure
Registrants / AttendeesReachContentContent
What to Measure
Registrants / AttendeesReachContentContentKeyword Rank
What to Measure
Registrants / AttendeesReachContentContentKeyword RankInbound Links
What to Measure
Registrants / AttendeesReachContent 5
Session Rating Speaker Rating
ContentKeyword Rank
3
4
Inbound LinksReviews 1
2
Reviews0
1
A B C DA B C D
How to Measure
Where to Start: Website.Grader.com
Thank You!
Questions?
More Resources:
Blog.HubSpot.comInboundMarketing.comInboundMarketing.comHubSpot.com/Free-Trial
Ellie MirmanInbound Marketing ManagerHubSpot
Twitter: @ellieeille