1. Inbound Marketing:
Reshape Your Sales Effort
February 2nd, 2012
Mark Roberge Jason Scott
VP of Sales, HubSpot President, Distinctive Landscaping
@markroberge @red_trucks

2. Agenda
I. Introduction to Inbound Marketing
II. The Foundation: SEO Basics
III. Blogging that generates customers
IV. Social Media that generates customers
V. Converting Visitors to Sales
2

3. Outbound Marketing

4. Outbound Marketing is Harder
800-555-1234
Annoying
Salesperson

5. Inbound Marketing
Blog SEO Social Media
ACTION
 Blog once per week
 Participate in Social Media 1 hour per week

6. Green Industry Case Study
SALES AND MARKETING 2000 – 2009 (OUTBOUND)
SALES AND MARKETING 2010 – 2012 (INBOUND)
27 blog articles 300+ social media conversations 6

7. Green Industry Case Study
RESULTS AFTER 2 YEARS
Social Media Following Google Organic Traffic
600 2500
500 2000
400
1500
300
1000
200
100 500
0 0
2009 2010 2011 2009 2010 2011
Leads from Google Organic New Customers via Google Organic
80 25
60 20
15
40
10
20 5
0 0
2009 2010 2011 2009 2010 2011

8. Avg. Growth of Leads After Inbound Marketing Adoption
Source: http://www.hubspot.com/roi/

9. Agenda
I. Introduction to Inbound Marketing
II. The Foundation: SEO Basics
III. Blogging that generates customers
IV. Social Media that generates customers
V. Converting Visitors to Sales
9

10. How Do You Get to the Top? History of SEO

11. Inbound Marketing
Blog SEO Social Media
ACTION
 Blog once per week
 Participate in Social Media 1 hour per week

12. Two Sides of SEO
On-Page Off-Page
(Context) (Authority)
12

13. On-Page SEO (Context)
• Page Title
• Clean URL
• Headers
• Description

14. The Long Tail
The New Marketplace
Popularity
Head
Long Tail
Keywords

15. Optimize Home Page
15

16. Optimize around areas serviced
16

17. Optimize around services provided
17

18. Off-Page SEO (Authority)
• Recommendations from friends
1. “I know Distinctive Landscaping”
2. “Distinctive Landscaping is the best North
Attleboro Landscaper”
3. New England Grows: “Distinctive Landscaping
is the best North Attleboro Landscaper”
• Links are online recommendations
1. A link: www.redtrucks.net
2. Anchor text: the best North Attleboro
Landscaper
3. Link is from the New England Grows

19. Real Stories on Generating Links
19

20. Results: Inbound Link Growth
ACTION
 Blog once per week
 Participate in Social Media 1 hour per week 20

21. Tips from Marketing Grader
Marketing.Grader.com
Lessons from 4 million websites

22. Agenda
I. Introduction to Inbound Marketing
II. The Foundation: SEO Basics
III. Blogging that generates customers
IV. Social Media that generates customers
V. Converting Visitors to Sales
22

23. Create Great Content by Blogging
Source: Data from over 1,500 small businesses - http://hub.tm/BlogROI

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

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

26. What to blog about?
• Check your Sent Items folder
• Write about common
questions from customers
• Form a thought leadership
committee
• Write guest blog posts
• Use top 10 lists
• Interview an expert (video or
audio)
Flick Photo: Cindiann

27. Blogging Versus Blogging for New
Customer Generation
 Use keyword tool to drive blog topic selection
 Configure blog with On-Page SEO in mind
 Include target long tail keywords in blog article titles
 Think of blog articles as link bait
 Think of blog articles as an army of sales people working for you

28. Blog on Lawn Dethatching
28

29. Blog on Spring Clean Up
29

30. Blog on Lawn Fertilization
ACTION
 Blog once per week
 Participate in Social Media 1 hour per week
30

31. Agenda
I. Introduction to Inbound Marketing
II. The Foundation: SEO Basics
III. Blogging that generates customers
IV. Social Media that generates customers
V. Converting Visitors to Sales
31

32. Interact with Digital Influencers
FIND DIGITAL INFLUENCERS
 Social Media Influencers in Your Target Area
• Real Estate Agents
• Journalists for Local Paper
• Politicians
• Restaurants
 Social Media Influencers in Your Industry
• Green Industry Bloggers
• Green Industry Publications
• Green Industry Associations
INTERACT WITH DIGITAL INFLUENCERS
 Follow them on social media
 RT their posts
 Comment on their blogs
 Write guest blog articles for them
 Call and email them

33. Interact with Digital Influencers
604
Followers
33

34. Interact with Digital Influencers
383
Followers
34

35. Interact with Digital Influencers
276
Followers
35

36. Interact with Digital Influencers
1,305
Followers
36

37. Interact with Digital Influencers
3,152
Followers
37

38. Interact with Digital Influencers
200,874
Followers
ACTION
 Blog once per week
 Participate in Social Media 1 hour per week
38

39. Agenda
I. Introduction to Inbound Marketing
II. The Foundation: SEO Basics
III. Blogging that generates customers
IV. Social Media that generates customers
V. Converting Visitors to Sales
39

40. Go Beyond “Contact Us”
40

41. Calls to Action Beyond “Contact Us”
41

42. Calls to Action on every page
42

43. What is HubSpot?
Complicated & Confusing Easy & Integrated
43

44. Inbound Marketing is Mainstream
44

45. The Big Guys are Behind Inbound Marketing
$65M

46. Our Roots Are in New England
46

47. QUESTIONS
Mark Roberge Jason Scott
VP of Sales, HubSpot President, Distinctive Landscaping
@markroberge @red_trucks