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SEO Social Search for Lead Generation

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SEO Social Search for Lead Generation Powered By Docstoc
					SEO & Social Search
for Lead Generation
Mike Volpe
VP Marketing, HubSpot
Twitter: @mvolpe
Marketing is Changing

    1950 - 2000         2000 - 2050
Outbound Marketing
Outbound Marketing is Harder
                               800-555-1234
                               Annoying
                               Salesperson
The Good News…

                 Inbound Marketing:
                 Get Found using Google,
                 Social Media and Blogs


             Top 5 Web Marketing
               Book on Amazon

                 InboundBook.com
The Great News…




     Source: survey of hundreds of businesses: HubSpot.com/ROI
Budget vs. Brains




Flickr: Refracted Moments   Flickr: Gaetoan Lee
 “If you have more money than
brains, use outbound marketing.
  If you have more brains than
money, use inbound marketing”

       -- Guy Kawasaki
Inbound Marketing Process

                Create

                Optimize

                Promote

                Convert

                Analyze
Where is Search Going?
Where is Search Going?
What Does SEO Rank Mean?



       “SEO rank is now
     a meaningless metric.”

     -- Mike Volpe (@mvolpe)
What Does SEO Rank Mean?



 At any one time you rank #1 or
   #8 or #40 based on who is
 searching, where they search,
     and what is happening.
HOLY CRAP
“What the hell do I do?”

         -- You
   “Pay attention to the webinar.”
http://www.hubspot.com/marketing-webinars/how-to-use-seo-and-social-search-for-lead-generation-webinar/




                  -- Mike Volpe (@mvolpe)
SEO Tips from Website Grader




  Lessons from 2,341,786 websites
Timeline of SEO

    Time Period       Ranking Algorithm

   Before 2000       • Context (web page content)




                     • Context
   2000 to 2010      • Authority (links)


                     • Context
                     • Authority
   2010 and Beyond   • Personalization (social media and
                     personal info)
SEO Before 2000




  Ranking Algorithm:
        f(n): Context
Which Page Gets #1 Ranking?
Search: “business software”


                      vs.


Result: HubSpot.com = #1
HubSpot has stuffed all the metadata and text
fields with lots of keyword phrases, including
“business software”, “business”, etc.
On-Page SEO (Context)

• Page Title

• Clean URL

• Headers & Content


• Description
Keywords & The Prosthodontist




                                              “Cosmetic Dentist”
                                                     vs
                                               “Prosthodontist”




    Image: http://www.thehumorousimage.com/
Attractive to Whom? (Context)




                            www.seo-browser.com
What Does SEO Rank Mean?



 “Website traffic is meaningless
  unless it converts into leads.”

      -- Mike Volpe (@mvolpe)
No Call to Action
Good Homepage Call to Action
Offer – WIIFM?
Offer – WIIFM?
Landing Pages Convert
Pre-2000 SEO Tips

 • Use lots of keywords everywhere you
   think keywords can be used as
   keywords raising keyword density
   with more keywords… 
 • Make pages easy for search spiders
   to crawl
 • Use calls to action and landing pages
   to convert leads
 • These tips are still somewhat relevant
SEO from 2000 to 2010




  Ranking Algorithm:
 f(n): Context + Authority
Which Page Gets #1 Ranking?
Search: “business software”


                      vs.


Result: Salesforce.com = #1
Salesforce.com has more links and authority
since it is a larger company and has been around
longer.
Authority is Determined by Links
Why Links are Votes to Google
• 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: www.HubSpot.com
  2. Anchor text: Internet Marketing
  3. Link is from a trusted website
More + Better Content = Links
Content is Useless w/o Links
Publish Everything

•   Blog
•   Podcast
•   Videos
•   Photos
•   Presentations
•   eBooks
•   News Releases
Publish Everywhere
What Gets Shared or Linked?

 Rarely                           Frequently
 Shared                              Shared




 • Product info             • New data
 • Free trials              • Funny videos
 • Software documentation   • Top-notch blog posts
Link-Worthy & Share-Worthy


                                          Over 1,200
                                          inbound links to
                                          one blog article.




1,000’s of Tweets about report - Twitter drove 30% of traffic
Create Great Content by Blogging




    Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Links




     Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
Blogging Attracts More Visitors




     Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI
46% of companies who blog
    have gotten revenue
   because of their blog.


    Source: survey of hundreds of businesses: HubSpot.com/ROI
2000 to 2010 SEO Tips

 • Use a couple keywords in page titles
   and page content and make pages
   easy for search spiders to crawl
 • Create useful content (blog!) and
   promote that content (social & email)
   to attract more links
 • Use calls to action and landing pages
   to convert leads
 • These tips are still very relevant
SEO in 2010 and Beyond




  Ranking Algorithm:
 f(n): Context + Authority
       + Social Graph
Which Page Gets #1 Ranking?
Search: “business software”


                    vs.


Result: It depends!
It depends on who you are and when you search.
Which Page Gets #1 Ranking?
Search: “business software” by Mike
who is a member of the “Inbound
Marketers” LinkedIn group and is
friends on Facebook with 3 people that
are fans of HubSpot on Facebook.

Result: HubSpot.com = #1
Mike has a connection to HubSpot, making is more
relevant to him.
Which Page Gets #1 Ranking?
Search: “business software” by Mary
who follows 30 people on Twitter who
follow Salesforce on Twitter and she
has read about CRM on wikipedia.

Result: Salesforce.com = #1
Mary likes CRM and her friends seem to like
Salesforce.com, maybe she will too.
Which Page Gets #1 Ranking?
Search: “business software” by Ollie
who is not using Facebook, Twitter or
any social media at all.



Result: HubSpot.com = #1
Ollie does not use social media. But people like
him do, and HubSpot has 12,000 Facebook fans,
and Salesforce only has 6,000, so if more people
like HubSpot, maybe Ollie will too.
Which Page Gets #1 Ranking?
Search: “business software” by Ian
who uses Twitter but does not follow
HubSpot or Salesforce on Twitter.



Result: HubSpot.com = #1
Ian uses Ollie does not use social media. But
people like him do, and HubSpot has 12,000
Facebook fans, and Salesforce only has 6,000, so
if more people like HubSpot, maybe Ollie will too.
Which Page Gets #1 Ranking?
Search: “business software” by Natalie,
and there has just been a big news
story featuring HubSpot on CNN.com,
and it is a top trending topic on Twitter.


Result: HubSpot.com = #1
Salesforce.com is a bigger and better known
company, but something big is happening at
HubSpot right now, so Natalie will probably like to
know about that first.
Build Your Reach to Build Authority
Reach Metric                 HubSpot   Salesforce.com
Inbound Links                451,000       78,676
MozRank SEO Authority 1-10      6            6


LinkedIn Group Members        45,000       14,400
LinkedIn Company Followers      458         276
Facebook Fans                 11,900       6,500
Twitter Followers             34,000       6,800
Google Buzz Followers          1,000        None
YouTube Views                300,000      400,000
Slideshare Views             375,000       3,000
Twitter Mentions Per Month    34,000       9,500
Content Makes You Interesting
Blogging Drives Social Success




      Source: Data from over 2,000 businesses - http://bit.ly/a6SrWh
Most Business Blogs Post Weekly




      Source: survey of hundreds of businesses: HubSpot.com/ROI
More Blogging Increases Results




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Social Media = Leads and Sales




      Source: survey of hundreds of businesses: HubSpot.com/ROI
Build Network - Keyword Search
Search.Twitter.com
LinkedIn Answers
LinkedIn Groups
All Your Employees Are Marketers
Empower Employees by Sharing Info
SEO Tips for 2010 and Beyond

 • Optimize your content
 • Attract links to your content
 • Publish more content, more often
 • Be active in social media, often
 • Build large networks of relevant and
   engaged followers in social media
 • Use calls to action and landing pages
   to convert leads
Suggested Next Steps

 The Basics:
 • Read the “Inbound Marketing” Book
 • Grade your website:
   www.WebsiteGrader.com

 More Advanced:
 • Tips for Twitter, Facebook, LinkedIn:
 • www.HubSpot.com/marketing-hubs
Inbound Marketing Summary


       Create         Optimize

            Convert


                Promote
Try HubSpot for FREE:

www.HubSpot.com/free-trial
  How to Put All the Pieces Together?




d.j.k. on flickr
HubSpot Puts the Pieces Together
What’s HubSpot?
 • All-in-one Marketing Software
 • Over 2,600 customers in 3 years
 • 140+ employees, lots of MIT grads
Blog & Social Media

                      • Business Blog
                        Software
                      • Blog Analytics
                      • Social Media
                        Monitoring
                      • Social Media
                        Publishing
Search Optimization

                      • Keyword Grader
                      • Link Grader
                      • Page Grader
Email Marketing & Lead Nurturing

                    • Email Marketing
                    • Lead Nurturing
Lead Generation

                  •   Landing Pages
                  •   Lead Intelligence
                  •   Lead Alerts
                  •   Visitor Profiling
Competitor Tracking
Marketing Analytics




    • Assess the effectiveness of your marketing on a
      campaign-by-campaign level
    • Optimize resource allocation to maximize sales
Proven ROI by 2,600+ Customers

     Cilk Arts Increases Leads 500%


     Makana Solutions 3x Leads, 2x Conversions


     Vocio Pays for HubSpot 30x Over with New Leads


     Objective Management Group Grows Leads 360%


     Bridge Group Doubles Online Leads

               www.HubSpot.com/ROI
Try HubSpot for FREE:

www.HubSpot.com/free-trial
Q&A
Free Trial: www.HubSpot.com/free-trial



Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe

				
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posted:9/15/2012
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