Preview of ANPI Marketing Workshop on Inbound Marketing

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Information about Preview of ANPI Marketing Workshop on Inbound Marketing
Business & Mgmt

Published on March 19, 2009

Author: janritter



At the 2009 ANPI Marketing Workshop in Scottsdale, AZ on May 5, Mike Volpe, VP of Marketing at HubSpot, will show you step-by-step how to use inbound marketing to get customers coming to you. This isn't a theoretical discussion at 10,000 feet. This is a bring-your-laptop-and-login to evaluate and improve your inbound marketing strategy in real time. You will leave this session educated, empowered and enthused about the new tools you have available at your fingertips. Attending this session is a small investment of time and money that will pay dividends in your 2009 marketing successes.

Inbound Marketing 101 March 2009 | ANPI Annual Meeting Preview Mike Volpe VP Marketing HubSpot Twitter: @mvolpe

Agenda • Inbound vs. Outbound Marketing • Four Inbound Marketing Tips

Outbound Marketing 800-555-1234 Annoying Salesperson

Inbound Marketing Blog SEO Social Media

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 • PR / Buzz Interruption Permission

Agenda • Inbound vs. Outbound Marketing • Four Inbound Marketing Tips

Tip #1 – Publish, Don’t Advertise “Think like a publisher” -- David Meerman Scott

Where do you get your news?

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

Where to Publish?

Tip #2 – SEO 7,900,000,000 (3,000+ per second)

25% of SEO = On Page • Page Title • URL • H1,H2,H3 tags • Page Text • Bold

25% of SEO = On Page • Description • Keywords • Alt text on images

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

Tip #3 – Social Media Flickr: chelmsfordpubliclibrary

“I’m too old to understand this Social Media stuff.” • Similar to a business cocktail reception • Without constraints of time or space

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

Build Network - Keyword Search

Build Network - Engage Famous People 2,700 followers 1,200 followers

Promote Your Content

Tip #4 – Measurement Flickr: noblelgnnoble

Internet Marketing Scorecard

Blog Subscribers & Visitors

SEO Ranks

Traffic, Leads and Customers Visitors from Blogging Visitors Leads Customers SEO 5,289 754 12 Blogging 834 72 3 Social Media 511 28 1

Budget vs. Brains Flickr: Refracted Moments Flickr: Gaetoan Lee

Thank You! I hope to see you! Register: Mike Volpe VP Marketing HubSpot

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