Building Business with Inbound Marketing

If I was walking up to a customer on the street to sell them something, I would probably not bring a sledgehammer with me to get my points across. It seems funny, but this is exactly how Rick Burnes, inbound marketing manager at Hubspot, describes traditional marketing. They hammer out messages via advertisements (radio, TV, magazines) in an attempt to beat customers down with their message and brand (through repetition). Now that method may have been great for companies with massive budgets such as P&G or McDonalds, but today you don’t need to spend nearly the same amount of money to cultivate a loyal following.



Rick Burnes proposes that Marketing today is more about brains than budget. By leveraging Inbound Marketing you are able to pull your customers to you like using a magnet. And because you know longer need a massive budget to compete the playing field is leveled for all companies willing to invest the time to learn these new techniques. Take a look at this video to see how utilizing Inbound Marketing tools can effectively pull customers to your business.

Mapping the Inbound Marketing Ecosystem

View more presentations from HubSpot Internet Marketing.

Mapping the inbound marketing ecosystem with Rick Burnes of Hubspot from David Wells on Vimeo.
0:55 What we at Hubspot think of Inbound Marketing (Components: SEO, Content, Social Media, and how to measure it)

3:30 Traditional Marketing techniques are like a sledgehammer

4:50 New Marketing techniques function like a magnet attracting customers

6:40 Now what matters is not your budget but your brains (and creativity)

8:35 Why is Inbound cheaper?

10:10 Your blog is like an annuity. It continuously streams traffic without any additional cost

11:00 What is Inbound Marketing?

13:30 Basics of SEO  1. Keywords 2. Off and on page links

16:10 Off page – think of these links as recommendations

17:20 Links from reputable websites are more important to Google

17:40 How do you get these links? Produce content

19:00 Customers that blog get 97% more inbound links

19:48 Off page links are 75% of the pie because they are harder to get (so focus on content)

22:45 Blogging is like getting a Google lottery ticket every day. You have a chance to be ranked higher the more you have

23:30 What do you write about? What does your target persona want?

24:30 Don’t talk about your product directly, you will bore your customers

26:35 Start with a blog but also experiment with media that works with your target persona

29:02 Social Media seems like cotton candy, but it is more like wheat bread

32:48 Start listening, start building relationships, and start sharing content

34:15 Here’s where to start listening. Search for people talking about your brands and keywords and join in on the discussion

34:38 Once you have started listening start participating in Q&A (Facebook discussions, Yahoo! Answers, LinkedIn Q&A) LinkedIn is highly recommended by him

35:58 Amplify the reach of your content by building relationships

37:02 Twitter is both content distribution and conversation, both are equally important

39:34 What kind of content gets shared? Use new data, funny videos, or great blog posts over product info and free trials

40:48 Blogging increases Twitter reach

41:17 Twitter plays a bigger role in SEO because Google now indexes tweets in searches

43:45 You have to measure the whole marketing funnel

45:41 Look at visitors, leads, and customers in terms of each marketing channel