Rick Burnes' presentation at the eMarketing Techniques for Business conference in Austin, TX on Jan 29, 2009.

1. Inbound Marketing
And the Next Phase of the Web
Rick Burnes
Inbound Marketing Manager
HubSpot

2. Who Is Rick Burnes?
Currently:
Marketer & blogger (HubSpot)
Background:
• Entrepreneur (Faneuil Media)
• Journalist (moscowtimes.com, nytimes.com)

3. What’s HubSpot?
It’s a software system that helps you get found
Social Media Tools
Search Marketing
Tools
Blogging & CMS Tools
• 1,000 Customers
• Free grading tools at www.grader.com

4. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

6. Outbound Marketing
800-555-1234
Annoying
Salesperson

7. Inbound Marketing
Content SEO Social Media

8. Rethinking Marketing
Outbound Marketing Inbound Marketing
• Telemarketing • SEO / SEM
• Trade shows • Blogging
• Direct mail • Social Media
• Email blasts • RSS
• Print ads • Free tools/trials
• TV/radio ads • Viral videos
Interruption Permission

9. Brain Required, Not Budget
Flickr: Gaetoan Lee Flickr: Refracted Moments

10. Why Inbound Is Cheaper

11. Build an Asset
Flick Photo: Thomas Hawk

12. Attract the Right People
Neil Diamond
Flick Photo: Marciela

13. It’s an Inbound Cycle
Article posted, receiving:
• 100 Views
• 1 Inbound Link
Post rank in Google, driving: Post shared, driving:
• 2x Views • 2x Views
• 2x Links • 3x Links

14. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

15. How Do You Get to the Top?

16. 25% of SEO = On Page (Visible)
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold

17. 25% of SEO = On Page (Invisible)
• Description
• Keywords
• Alt text on images

18. 75% of SEO = Off Page
• Recommendations from friends
1. “I know Rick Burnes”
2. “Rick Burnes is a marketing expert”
3. You trust the person saying this
• Links are online recommendations
1. A link: www.HubSpot.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website

19. Links are Essential to SEO
• Off Page SEO is HARD
• Links are hard to get
• That’s why search engines
use them to measure
“importance”
• That’s why you need:
• Content
• Social Media

20. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

21. Isn’t a Nice Site Good Enough?
No blog; no dynamic pages.

22. What Does a Blog Add (Besides Work)?
Similar site functions, but site has a blog.

23. Blog = Better SEO, More Traffic
Website Google Indexed Unique Visitors
Grade Pages (Dec.)
www.craigieonmain.com 56 99 6,000
www.greenstreetgrill.com 25 8 2,200
Data from:
website.grader.com
compete.com

24. More Pages = Better Google Rank
Average Pages per Website by Page Rank
10,000,000
Average # of Webpages
1,000,000
100,000
10,000
1,000
1 2 3 4 5 6 7 8 9 10
Page Rank (10 is best)

25. What Kind of Content?
• Blog
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

26. Your Content Is Your Magnet
“Create the kind of
online content that
your buyers
naturally gravitate
to.”
- David Meerman Scott
Author of The New Rules of
Marketing & PR
www.webinknow.com

27. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

28. What’s the Role of Social Media?

29. Where Does Your Industry Hang Out?
How to find out:
• google.com/blogsearch
• Technorati.com
• Existing blogs
• Industry Twitterers
Flick Photo: Hamed Saber

30. Follow the Conversation Via RSS
How to sign up: Google.com/reader

31. Participate in Q&A
• Facebook
Discussions
• Yahoo!
Answers
• LinkedIn
Q&A and
Discussions

32. What Are They Saying About You?
Go to: search.twitter.com

33. Build Your Networks
Total Followers: 22,139

34. Using Twitter for PR
Need 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 -
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-1234?
I will call you right now
Elapsed Time:
50 Minutes

35. Promote Your Content

36. Agenda
I. Inbound vs. Outbound Marketing
II. SEO
III. Content
IV. Social Media
V. How to Measure It

37. Website Grader

38. Internet Marketing Scorecard

39. Blog Subscribers

40. Facebook Fans & Activity

41. Traffic, Leads and Customers
Visitors from ZDNet
Visitors Leads Customers
TechCrunch 5,289 754 12
ZDNet 834 72 3
Twitter 511 28 1

42. The Only Way to Learn
Flick Photo: hufse

43. Small Businesses, Now Empowered
Flick Photo: Webmink

44. Thank You!
Free Tools:
http://Website.Grader.com
http://PressRelease.Grader.com
http://Twitter.Grader.com
Rick Burnes
Inbound Marketing Manager
HubSpot
LinkedIn: www.linkedin.com/in/rickburnes
Twitter: twitter.com/rickburnes