Inbound Marketing OPASTCO Symposium – November 2009 Mike Volpe VP

Marketing is Changing

Outbound Marketing

Outbound Marketing is Harder Annoying Salesperson

More Bad News…

The Good News…

The Great News…

Inbound Marketing BlogSEOSocial Media

Inbound Gives Leverage

Budget vs. Brains

Questions to ask yourself...

How am I expanding my online footprint?

Am I publishing share-worthy content?

How can I start and join relevant conversations?

Stop thinking like a marketer or advertiser.

Start thinking like a publisher and socializer.

Inbound Marketing

Publish Promote Optimize Convert

Target Content to Your Personas

Publish Everything Blog Podcast Videos Photos Presentations eBooks News Releases

How Many Tickets Do You Have?

More Content = More Links 22

Publish Everywhere

Re-Publish What You Have SolidWorks: 100+ Videos on Website Published on YouTube, No Promotion 10,000+ Views / Month

1,000’s of Tweets about report - Twitter drove 30% of traffic Link-Worthy & Share-Worthy

What Gets Shared? Rarely Shared Frequently Shared Product info Free trials Software documentation New market data Educational content Top-notch blog posts

Make Sharing Easy

Content Makes You Interesting

Calls to Action – Blog Posts

Landing Pages

Track Your Conversion Rate

Inbound Marketing Case Studies

Case Study: Reynolds Golf Academy

Results for Reynolds Golf Monthly Traffic and Leads Blog Subscribers

Results for Reynolds Golf Increased traffic and lead volume by over 50x Accumulated over 300 blog subscribers Attracted 4,191 inbound links from over 230 domains The website's traffic rank has improved from 5.9 million to between 1 million and 2 million

Case Study: Palomar Technologies

Results for Palomar Technologies Monthly Traffic Google Referrers

Results for Palomar Technologies Increased lead flow over 100% Increased organic search traffic more than 50%

Case Study: Movative

Results for Modative Google Referrers Blog Subscribers

Results for Modative Increased organic search traffic more than 150% Increased lead flow and inquiries

Case Study: Website Grader Free interactive tool 1.5 million URLs 40,000 inbound links 5,000 websites w/ badge & link 4,500 Del.icio.us bookmarks Great PR coverage (TechCrunch, RWW) 50,000+ visitors from StumbleUpon 100,000+ opt-in s & leads

Case Study: HubSpot TV Weekly video podcast live viewers 1-2K views / episode Top 5 marketing podcast in iTunes 70,000 views in first year Guests: MC Hammer, Biz Stone, David Meerman Scott, Chris Brogan

Case Study: B2B Music Video Video 40,000 views first week 10,000 views first day Social Media #1 source = StumbleUpon #2 source = Twitter #3 source = Facebook SEO Page 1 for “inbound marketing” 50+ inbound links to blog article

Case Study: HubSpot Blog Top 3 source of leads ~10% visit company website ~10-20% lead conversion rate

Blogging is Key for SEO and Social 25-30% of visitors from SEO Google is 90% of our SEO traffic 20-25% of visitors from social media Stumbleupon Twitter Facebook Reddit Delicious Digg LinkedIn Friendfeed

Analysis and Measurement

Traffic

Leads

Sales

…By Channel or Source VisitorsLeadsSales SEO Social Media

Inbound Marketing Summary Optimize (SEO) Promote (Social) Create (Content) Convert

Additional Resources Facebook Marketing eBook Twitter Marketing eBook Social Media Marketing Kit Blog:

Next Steps Read “Inbound Marketing” Grade your website:

Thank You / Q&A Download Slides: Mike Volpe VP

What’s HubSpot? Marketing software for SMBs Over 1,800 customers in 3 years 100+ employees, lots of MIT grads