Slides: SlideShare.net/HubSpot

Twitter: @mvolpeTwitter: @mvolpe

Inbound Marketing 101

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 Mike Volpe?

B2B marketing in tech ind str for 10 ears• B2B marketing in tech industry for 10 years

• Blogger & active in social media

Agenda

Inbo nd s O tbo nd Marketing• Inbound vs. Outbound Marketing

• Three Marketing Tips

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• Viral marketingg

Interruption Permission

Our Universe

Agenda

Inbo nd s O tbo nd Marketing• Inbound vs. Outbound Marketing

• Four Marketing Tips

Tip #1 – Publish, Don’t Advertise

“Think like a p blisher”“Think like a publisher”-- David Meerman Scott

What to Publish?

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

Where to Publish?

You Might Not Know

Blog before o ha e a prod ct• Blog before you have a product• Blog before you have a website• Blog 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

Tip #2 – SEO

7,200,000,000

(3 000 per second)(3,000 per second)

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

Links are Essential to SEO

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)

Tip #3 – Social Media

FlickrFlickr: : chelmsfordpubliclibrarychelmsfordpubliclibrary

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 - Engage Famous People

2,700 followers

1,200 followers,

Start Groups

8 000 M b8,000 Members#7 in search for “marketing”

1,200 Members

Participate in Q&A

• FacebookDiscussionsDiscussions

• Yahoo! Answers

• LinkedInLinkedIn Q&A and DiscussionsDiscussions

Promote Your Content

Tip #4 – Measurement

FlickrFlickr: : noblelgnnoblenoblelgnnoble

Website Grader

Internet Marketing Scorecard

SEO & Blog Ranks

Blog Subscribers

Facebook Fans & Activity

Traffic, Leads and CustomersVisitors from ZDNet

Visitors Leads Customers

TechCrunch 5,289 754 12

ZDNet 834 72 3

Twitter 511 28 1

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