Inbound Marketing 101 Mike Volpe VP ANPI Solutions Annual Conference May 5, 2009

Outbound Marketing

Outbound Marketing is Broken Annoying Salesperson

The Bad News… 4

The Good News… 5

Inbound Marketing BlogSEOSocial Media

Threat and Opportunity

Inbound Gives Leverage 8

Budget vs. Brains

Inbound Marketing Convert Get Found Publish Promote Optimize Convert Test Target Nurture ProcessTools Get Found Content Mgmt Blogging Social Media SEO Analytics Convert Offers / CTAs Landing Pages Lead Intelligence Lead Mgmt Analytics

Marketing Workshop Agenda SEO Blogging Social Media Landing Pages

SEO Workshop Mike Volpe VP ANPI Solutions Annual Conference May 5, 2009

Search Engine Optimization 3,000 searches per second Publish more content Optimize your content Promote your content

Pick Your Keyword Battles 14 vs. Hands On

SEO On-Page Off-Page

On-Page SEO Page Title Clean URL Headers & Content Description

On-Page SEO Improve home page titles 17

On-Page SEO Everyone has work to do 18 Page TitlePage Description

WWHD (What would HubSpot do?) Page Title “Arizona Phone Cable Internet Service - CompanyName” Page Description “Arizona phone & Internet service with personalized local service from your neighbors, not an overseas call center. 30 Days Free!” Page Content Text that describes your business Links to pages for different geographies and services Ongoing content development strategy (see blog workshop) 19 Hands On

SEO Idea for Local Marketing Areas we serve page Direct link from homepage List of towns/areas with links to each detailed page Tucson, Scottsdale, Phoenix Detailed page for each geography Page Title: “Tucson AZ Phone Internet Service – Co.Name” Page text should be localized as well Try to have somewhat different content 20

SEO = Off-Page SEO Recommendations from friends 1. “I know HubSpot” 2. “HubSpot is a marketing expert” 3. You trust the person saying this Links are online recommendations 1.A link: 2.Anchor text: Internet MarketingInternet Marketing 3.Link is from a trusted website Hands On

Comparative SEO Data 22

Summary: SEO Ground Rules 1. Page 1 is all that matters 2. Never-ending long term process 3. Every page should be different 4. Don’t obsess over individual ranks 5. Leverage the long tail 6. Measure traffic and leads/sales 23

SEO Measurement

Comparative SEO Data Company Website Grade Home Page Title Web Pages Inbound Links Data from Home Page Title is my opinion based on best practiceshttp://website.grader.com Hands On

SEO Rankings Hands On

Traffic, Leads and Customers VisitorsLeadsCustomers SEO5, Blogging Social Media Visitors from SEO Hands On

Blogging Workshop Mike Volpe VP ANPI Solutions Annual Conference May 5, 2009

What to Publish? Blog Podcast Videos Photos Presentations eBooks News Releases

Where to Publish?

Target Content to Your Personas Kadient photo by: David Meerman Scott

A Word of Caution Writing for your personas DOES NOT mean writing about the products and services you sell them Write about the things they want to learn about

3 Keys to Blog Success

RSS = Distributed Content RSS = Really Simple Syndication Consume content how you want Unlocks content from a URL Anonymous subscription

RSS Simplifies Reading Your Industry Blogs

Reading Other Blogs 1. Get an RSS Reader (google.com/reader) 2. Set reader as homepage 3. Search for relevant blogs Blogsearch.Google.com Technorati.com 4. Subscribe to blogs Hands On

3 Keys to Blog Success

Tips on Comments Increase the value of the article: Share an example Add a point Add a useful link Disagree Ask a question Use your real name (not company)

Why Leave Comments? Karma Get noticed by other bloggers Get noticed by other blog readers Get links back to your blog Thought leadership

3 Keys to Blog Success

Biggest Blogging Mistake A “free” URL from Blogspot or Typepad HubSpot.blogspot.com – NO! HubSpot.typepad.com – NO! Blog.HubSpot.com – Yes HubSpot.com/Blog – Yes SmallBusinessHub.com – Yes

Blog Article Titles Funny: “GoDaddy's 16-Step Checkout: Brainless Marketing At Its Finest?” Enticing: “12 Quick Tips To Search Google Like An Expert” SEO: “Free Advertising on Google” 6 th Most Popular HubSpot Blog Article

Blog Frequency Steady readership? At least weekly, more is better. SEO focused? Frequency is less important.

Blog Topic Ideas List of 5 ideas, trends or thoughts Publish a list of links Take a recent experience and share it Answer questions you received recently Comment on other blog articles Turn a press release into a blog article Check your outbox

Promote Your Blog

Blog Promotion customers, friends and family Replace newsletter with blog Trade articles w/similar blogger Social media Digg, Reddit, StumbleUpon Facebook & LinkedIn Twitter - Automatic with Twitterfeed Twitter - Tweet It button on each article

Blog Measurement

Subscribers & Visitors Hands On

Blog Article Performance Hands On

Social Media Workshop Mike Volpe VP ANPI Solutions Annual Conference May 5, 2009

It’s Not Your Daughter’s Social Media

Social Media = Cocktail Party Become a real member of the community Add value to the community Ask and answer questions More effective than live cocktail parties No boundaries of time or space Other people can listen in easily

Twitter for Customer Service

Social Media is Personal 55 Are you going to let Comcast provide more personal service than you ?

Let’s Get Started 56 Hands On

Build Network - Keyword Search Hands On

Search.Twitter.com 58 Hands On

Network w/ Famous People 10,000 followers 2,000 followers

LinkedIn Answers 60 Hands On

LinkedIn Groups 61 Hands On

Promote Your Content

Social Media Measurement

Traffic, Leads and Customers VisitorsLeadsCustomers SEO5, Blogging Social Media Visitors from Twitter Hands On

Conversion Workshop Mike Volpe VP ANPI Solutions Annual Conference May 5, 2009

Lead Conversion is Critical Step Target Market Website Visitors Leads Opportunities Customers Conversion is where we take what we have spent time and money to get (visitors) and change it into something valuable to marketing (leads). A cost becomes a benefit.

The Mindset of the Visitor Why are they there? What do they want? Does it make sense? Does it look easy? Do they trust you?

Conversion Takes Place… Website Homepage PPC Ads Blast Blog Articles Inside Software Direct Mail Anywhere that you want someone to do something…

Call to Action

Call to Action Tips Action oriented & positive Try “click here” as part of it Simple & clear Make it pop Link both images and text Targeted to your audience

Action Oriented & Positive

Simple & Clear

Offers WIIFM? Match Offer and Landing Page Not “Contact Us”

Offer – WIIFM?

Free Trial

Match Offer and Landing Page

Landing Pages Limited navigation Shorter is better Match the offer

Go Naked

How Naked is up to you…

Keep It Short 32% Conversion 53% Conversion

Don’t Put Form Below the Fold

Don’t Ask for Really Private Info

Don’t Use a Clear / Cancel Button

Examples to Discuss Main image not clickable Good CTA and link Maybe landing page is too complex? Where’s the form? Good CTA, no landing page - just more choices? Freedom Bundle not linked SafeSpace link is broken? PC Repair service not linked 85 Hands On

An Observation… 86

An Observation…

88

Measurement / Case Study

Call to Action & Offer 0.2% Click Through Rate Includes undelivered, blocked, etc. No opportunity to use text

Landing Page

Tracking & Analytics PAGE NAMEPAGE VIEWS SUBMISSIONSCONVERSION RATE Blogging for Business Webinar %

Tracking & Analytics ReferrerVisitorsLeadsConversion % [MPT05] %

Thank You! Mike Volpe HubSpot VP Marketing ANPI Solutions Annual Conference Marketing Workshop May 5,