Inbound Marketing Insights from HubSpot

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Inbound Marketing Getting found means your best prospects find you. It's all about the top of your sales funnel and how you fill it with qualified traffic. Getting found means that when your prospects do research on Google, Facebook, Twitter, LinkedIn, Technorati, or elsewhere in the blogosphere, they find you. Whether they are looking for information, advice, entertainment, thought leadership, analysis, predictions, tools, data or conversation, they find your content, your people, your brand, your products, and your company. There are 3 steps to getting found: First, you create remarkable content. That's the core of inbound marketing. Next, you optimize your content for search engines (SEO) and other audiences. Finally, you promote your remarkable content in the social mediasphere, through email marketing, and other channels.

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<ul><li> 1. IntroductionFive years ago PHANTOM POWER founder, Jennifer Pricci, became certified in Inbound Marketing by HubSpot,true thought leaders in the Inbound Marketing space.HubSpot offers inbound marketing software that helps businesses get found on the internet by the rightprospects and convert more of them into leads and customers. HubSpot helps you get found by your bestqualified prospects in search engines, blogs and the blogosphere, and social media. Once these qualified visitorsare on your website, HubSpot helps you convert more of them into leads and paying customers through landingpages, lead intelligence and marketing analytics.The HubSpot certification process is a 3 month long intensive on: the concepts that make up Inbound Marketing,why your marketing mix should take on an Inbound approach, and Inbound Marketing execution methodology.The following HubSpot textbook is designed to help HubSpotters master strategies which, combined withHubSpot software, enable you to build a powerful magnet to generate traffic &amp; leads. There is no need to getcaught up in reference to the product, its the theory you should walk away with. And the theory works.HubSpotters who thoroughly implement this methodology while regularly using HubSpot software achieveaverage growth in traffic and leads of 1030% per month.But perhaps after reading youll be interested in purchasing the HubSpot software. PHANTOM POWER cancertainly refer you. Perhaps after reading youll be interesting in purchasing the HubSpot software and havingPHANTOM POWER manage your Inbound Marketing campaign. That can be done too. If youre considering apurchase keep in mind, HubSpot isnt magic. It only works if you work.PHANTOM POWER . T.732.291.4536 . F.732.956.3986 . info@phantompower.co . www.phantompower.coContact PHANTOM POWER for a FREE Needs Analysis and EstimateInbound Marketing MethodologyReal Traffic. Real Leads. Real Results.SectionsA. Get FoundI. CreateII. OptimizeIII. PromoteB. ConvertI. Convert More Visitors to Leads (via Landing Pages)II. Convert More Visitors to Leads (via Website &amp; Blog)III. Convert More Leads to CustomersC. Analyze &amp; RepeatI. Using HubSpot Every DayII. Using HubSpot Every WeekIII. Using HubSpot Every Month</li></ul><p> 2. P a g e | 2A. Get Found by Potential CustomersOverviewGetting found means your best prospects find you. It's all about the top of your sales funnel and how you fill itwith qualified traffic.Getting found means that when your prospects do research on Google, Facebook, Twitter, LinkedIn, Technorati,or elsewhere in the blogosphere, they find you. Whether they are looking for information, advice, entertainment,thought leadership, analysis, predictions, tools, data or conversation, they find your content, your people, yourbrand, your products, and your company.There are 3 steps to getting found:First, you create remarkable content. That's the core of inbound marketing.Next, you optimize your content for search engines (SEO) and other audiences.Finally, you promote your remarkable content in the social mediasphere, through email marketing, and otherchannels.SectionsI. CreateII. OptimizeIII. PromoteA. I. Create Remarkable ContentOverviewThe first and most important part of Getting Found is creating remarkable content. That means blog articles, webpages, videos, photos, webinars, whitepapers, and tools that are useful, interesting, thoughtprovoking,controversial, and entertaining. This is no small feat, and it's the most critical step if you're serious aboutgenerating more traffic and leads. You need to determine your content creation strategy and schedule, and thenstick to it.Every web page has the potential to rank well in search engines and draw traffic from other sources, like socialmedia sites and the blogosphere. Of course, whether a page draws traffic (and links) depends on whether it'soptimized and how remarkable (useful, interesting, etc.) it is. But in general, most pages do "ok" and contribute tothe cause, so it's both a quality and a quantity game.Consider a 20 page website. This site has 20 separate pages that could rank in Google and other places. 20 uniquechances to draw traffic. 3. P a g e | 3Now compare that to a 200 page website. The 200 page site has 10x more chances to draw traffic, and on averagewill be drawing 10x the amount of traffic.(Yes, we are assuming all the pages in our example are created equal. If a page "gets hot" and draws a ton oftraffic it could seriously skew this little scenario.)Thus, content is king, and creating awesome content is your first challenge as an inbound marketer.Sections1. Create Web Pages2. Write Blog Articles3. Publish Advanced ContentA. I. 1. Create Web Pages to Draw TrafficOverviewStandard web pages are a perfectly legitimate and effective form of content to produce to draw traffic and leadsfrom the search engines and social media sites. Often there are "lowhanging fruit" opportunities for marketers tocreate new web pages to increase the size of their web footprint before turning their attention to moresustainable forms of content creation, such as blogging and advanced content, which are covered in the next twosections.Step by Step1. Look around at some competitor websites or websites you admire, and take note of the pages andareas of content they have. Or, just use the list of "standard" pages below. Identify pages your site doesn'tcurrently have:o Management Team / Ownership Page Create a separate page for each one member of yourexecutive team that contains a photo, brief biography, and link to connect with them via socialmedia sites.o Contact Us There's no need to reinvent the wheel here, users are looking for a "Contact" or"Contact Us" page so they can reach out to you directly. Make sure it's clear and visible from eachpage of your website.o Company News Add a new page, or better yet, a blog with relevant product news, employeeevents, and announcements. This doesn't have to be the "boring" section of your website spiceit up and make it fun for your fans!o Careers Add each open position as a new page of content.o Resources / Library This is a great place to compile all of the various offers you've placedthroughout your site, like whitepaper and article downloads, kits, videos and podcasts.o Customer Testimonials Prospects like to see that you have happy customers! Add customerquotes, video testimonials and case studies.o Partners Do you have a partner program or list of partners you work with? Add a section of yourwebsite to address their needs. 4. P a g e | 4o Products or Services by Industry Served If you frequently service various industries create apage for each industry where you can tailor the content specifically to the needs of those users2. Create pages for your website to round out the content you already have. If you host your website on theHubSpot CMS, just create the pages and build the content now. If you host your site elsewhere, you'llneed to work through your IT department or web master.3. It's ok to publish these pages as you complete them. You'll be optimizing the pages in the next section ofthe methodology. For now, just focus on writing and publishing the content.o If you add a significant amount of content at once, be sure to add a Marketing Event so you cantrack the resulting traffic and leads.A. I. 2. Write Blog Articles &amp; Participate in the BlogosphereOverviewWhy create blog pages in addition to regular web pages? Actually, from an SEO perspective there isn't anydifference and it doesn't matter. HubSpot actually doesn't care which way you choose to produce content (as longas you publish one way or the other). Whether you create 100 web pages for your site or 100 blog articles, you'llhave about the same impact on search traffic, since every page (blog or web page) can draw traffic from searchengines.However, there are some significant reasons why you should definitely blog. If you signed up with HubSpot, youprobably already "get" that you need to blog.The steps below walk you through launching and promoting your blog. The hardest part about blogging is gettingstarted, so fly through these sections and get launched and get writing! (And then keep writing!!)Step by Stepa. Identify Personas &amp; Find Your Voiceb. Review Template &amp; Configure Blog Optionsc. Determine Content Creation Strategy &amp; Write Three Articlesd. Launch &amp; Promote Your BlogA. I. 2. a. Identify Personas &amp; Find Your VoiceOverviewThere are two key questions facing you at this stage in launching your blog: Who are you writing for? What are you writing about?Work through this section to get a laser focus on the answers to these two questions. The insights will payimmense dividends later.Step by Step1. Focus on the "who" of your blog. You need to think about the type of person, on average, who youwant to attract to your blog. Is it a 40yearold head of manufacturing? Does he have a family? What are 5. P a g e | 5the pressures he faces? What is he interested in? What kinds of things does he do and read? Or perhapsyour target audience is a 24 yearold professional who lives in a major city. What does he look like? Whatmotivates him? What interests him? You should develop marketing personas for the types of prospectsyou want to attract to your blog so you have a mental picture of who you are writing for, and you caneasily communicate this to others.2. Using your marketing personas, brainstorm some articles you might write to appeal to your readers.Come up with 5 or 10 topics you could write about.3. Now you're ready to find and engage with related blogs to understand:o What are the current hot topics in your industryo Common topics that personas in your industry enjoy readingo Gaps in topics that you can cover in your blogTo do this, go to your HubSpot and click on Dashboard, or HubFeed. Check the articles being writtenaround the web using keywords you are tracking. (Note: You must have completed keyword research andmarked your favorite keywords for HubFeed to find articles for you.)4. Next, you should continue pulling the thread you started in HubFeed by finding related blogs on theweb.5. As you find blogs that are interesting, subscribe to them via RSS or email. (If you don't use RSS yet andyou'd like to, our 45minute RSS Webinar will show you how.6. For the next few days, review any new articles in your HubFeed and read articles on the blogs you arefollowing. Spend about 30 min. per day.7. As you skim the articles, try to think of interesting and insightful comments you might be able to leave.Note that "nice article" and "I agree" are NOT interesting or insightful. If you can think of a goodcomment, leave it. If you can't, just move on. The goals of commenting on articles are: Develop a reputation in the blogosphere as a thought leader Generate some site traffic through any link to your website that you can leave in the comment Get the blogger's attention, which is useful later when you are initially promoting your blog andbuilding links Get comfortable projecting your voice and joining the conversation happening on the webOver the course of a week or two, as you continue to read blog articles and leave comments, you should start toget a pretty good sense of what other bloggers are saying, the kind of content people in your industry like to read,current hot topics, etc.Based on all the work you've done, you should now be able to articulate the "who" and "what" of your blog.Congratulations!! 6. P a g e | 6A. I. 2. b. Review Template &amp; Configure Blog OptionsOverviewThis section walks you through setting up your HubSpot blog. Take a brief diversion here if you need generalconvincing of why you should blog with HubSpot instead of Wordpress or some other blogging engine. If youalready have a nonHubSpot blog, let's get you moved to the HubSpot blogging engine.Step by Step1. Log into your HubSpot2. Click "Website" &gt; "View Website"3. Click on the page called "Blog" in your top navigation. (Don't worry! This page is not visible to the publicyet, so no one can see your work in progress. If you don't have a blog page, just add one.)4. Review the template, but keep in mind that unless you've been notified, we might still be finishing yourtemplate. So if it looks good, great. If it doesn't, bear with us and we'll get it looking snappy just as fast aswe can.5. Name your blog by adding a title to the blog module. Remember, this is the title that will show up inthe RSS reader for your subscribers.6. Next, configure your blog options, which involves making some decisions about whether you want tomoderate or disallow comments, which social media buttons you want to include, etc.A. I. 2. c. Determine Content Creation Strategy &amp; Write Three ArticlesOverviewNow that you've identified the "who" and the "what" of your blog, you're ready to determine your contentcreation strategy. The core elements of the strategy are:1. Who will author the content?2. How often will you write?Step by Step1. Determine who will author your blog content. Will you be the one writing articles? Or are you just achampion/facilitator/coordinator and others will be doing the writing (maybe you're a marketing managerand the technical founder of your company will be doing most of the writing)? Consider getting a fewthought leaders in your organization to write content for the blog. Check out the About Our Bloggers pageon the Axeda blog for a good example of getting various folks in an organization involved in contentcreation.2. An element of competition may help encourage folks in your organization to blog. You'll be able to useHubSpot's blog analytics later to determine which articles are doing the best in terms of comments, links,traffic and leads. Including a screen shot from blog analytics in your monthly marketing report often getsthe competitive juices flowing among your authors!3. If you have recruited folks from your organization to help you blog, you should create a calendar for theauthors so folks know when they are going to publish. Then you can simply manage the schedule. You'll 7. P a g e | 7probably want to help them think of topics, and you'll certainly want to optimize their content before youpublish it. If it's just you writing content, you should still create a schedule (and stick to it).4. Determine how often you'll be publishing blog articles. We recommend that you publish two or threetimes per week, because the more you write the faster you'll be generating traffic and leads through yourblog.5. Write your first 3 blog articles. That's right, it's time to actually write 3 articles!! Simply log into yourHubSpot, navigate to your blog page, and click "Create Article". Then write the article. Save the articles asdrafts for now. Keep in mind the following best practices as you write your first 3 articles: Articles don't have to be extremely long. Sometimes writing just a few hundred words is enough.Check out the HubSpot blog or this article for inspiration and examples. Just remember to staycreative! Don't be too...</p>