Upload
grant
View
32
Download
0
Tags:
Embed Size (px)
DESCRIPTION
Use the Chat Pane in the GoToTraining Console to Ask Questions ! . We will be starting at 1:03pm EST . Please select your choice of audio: telephone or computer on your GotoWebinar console. Find recordings & resources here: http://learning.hubspot.com/ traffic-august-12/. Alan Perlman. - PowerPoint PPT Presentation
Citation preview
We will be starting at 1:03pm EST.
Please select your choice of audio:
telephone or computer on your GotoWebinar console.
Use the Chat Pane in the GoToTraining Console to Ask Questions!
Find recordings & resources here:http://learning.hubspot.com/traffic-august-12/
Alan Perlman Alan Perlman@AlanPerlman
Course Details101
Goals & Research
102
Plan & Create
103
Create & Optimize
104
Promote
105
Analyze
106
Recap
1234
AGENDA
Scheduling Social Media updates
Creating a blog digest email
Promoting content on your own site
Class Homework & Questions
CREATING A BLOG
DIGEST EMAIL
1
Target audience Target offer Target email
The List
List Quality1234
Do you have an unsubscribe or suppression list?The list was not purchased, rented, leased or gifted from a third party
Does everyone on the list have a prior relationship with you?
Would they be expecting/ not surprised by your email?
Segmenting by your customer
personas
ALIGN YOUR BUYING PROCESSRealize Problem or Need
Perform Research
Establish Buying Criteria
Search for problem or
need
Begin to understand
solutions
Prioritize what’s most important
in a solution
Evaluate vendors based
on buying criteria
• Use keywords that describe problem• Don’t yet understand solutions• Looking to be educated• Commitment is low
• Learn about how to solve problem• Understand what’s available• More educated questions• Commitment is low to medium
• Establish “must haves” – Price, Quality, etc.• Don’t want to missing anything• Commitment is medium -high
Evaluate Vendors• Narrow down vendors• Compare vendors• Looking for trials, demos, consultations• Commitment is high
Segmenting by the buying process &
content
Segmenting by recent conversion
Awesome User Experience =
Better Response Rate
Email content and Best Practices
Analyze > Blog Analytics
How to find them
Other content to promote?
2
From Name & Email
Address
3
Subject Line
Subject Line Best Practices
1234
Action Oriented
Convey the offer or benefit
Less than 45 characters
Consistency with the first line of the email
Subject Line Examples Title of most popular article that month 5 [Month] Blog Articles You Should Read Here’s your [Month] Digest The [Business] Top Ten- [Month] Weekly [Coffee] Links- [Industry] Top 10 [topic] articles this month 5 articles on [topic] you can’t miss Top 5 articles reviewing [service/product]
4 3-5 Links 125 words or less of content Personalize Images CAN-SPAM Plain Text
Email Body
Email Body
123
Email Body
54
Plain text version
Always send a test email first
Guides and tutorials
+
Add to your marketing plan..
Class Homework1 Create & send blog digest email
SCHEDULING SOCIAL MEDIA
UPDATES2
Either write something worth reading or do something worth writing about.BENJAMIN FRANKLIN“
Image Credit:lhalstead
Image: http://inay.org
Social media works when you target your ideal
personas
What Should I Promote?1
Landing pages2
Other people’s relevant content3
Blog articles
4 News and upcoming events
5 Quick facts or quotes
6 Customer stories
Always include a link in any
update!
HubSpot’s Bookmarklet1
Use to share other people’s content that you find on the Internet
20-30 updates per week (3-4 per day)
15 updates of your own content
15 updates are other people’s content
1
2
3
Add to your marketing plan..
Class Homework2 Schedule social media for next
week
PROMOTE ON YOUR
SITE3
Thank You Pages
1234
Call to action to read your blog content
Display a RSS feed of your blog’s contentCall to action to subscribe to your blog
List articles that are relevant to the landing page offer the lead just received
Add to your marketing plan..
Class Homework34
Add blog content or CTA to a thank you page
Add links to blog & CTA to at least 5 website pages
Class Homework1234
Schedule social media for next week
Add blog content or CTA to a thank you pageAdd links to blog & CTA to at least 5 website pages
Create & send blog digest email
5 Add activities to your Marketing Plan
11Analyze 105Mon 8/20
Analyzing & Adjusting Strategies
1338Cases
1PM EST
http://academy.hubspot.com/traffic-august-12/
Where to find resources & recordings?
123
Watch class recordings
Download slides & resources
http://academy.hubspot.com/traffic-august-12
THANK YOU.