HubSpot Presentation Q1 Meeting

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Q1 Knoxville HubSpot User Group (HUG) MeetupHow to Craft an Effective Inbound Marketing Campaign

@KnoxvilleHUGHolly YaloveLeader of Knoxville HubSpot User GroupPrincipal and CMO of VIEO Design #KnoxHUG

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Inbound MarketingThe Proven Methodology for the Digital Age

Inbound marketing focuses on creating quality content that pulls people toward your company and product. By aligning the content you publish with your customer’s interests, you naturally attract inbound traffic that you can then convert, close, and delight over time.

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Inbound marketing engages instead of interrupts your leads and prospects.

Outbound marketing casts a wide net in the hope of catching a few customers from a sea of loosely targeted consumers.

Inbound vs. Outbound

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The Inbound Marketing MethodologyAttract strangers through blogging,

social media, and strategic website content.

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Attract StageDon’t try to attract just any traffic; go for the right traffic.

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ATTRACT STAGE

Blogging Blogging is the cornerstone to a stellar inbound marketing campaign.

It’s the single best way to attract new visitors to your website.

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ATTRACT STAGE

SEO (Search Engine Optimization) Customers begin their buying process online, usually through a search

engine. Ongoing website optimization makes your brand appear prominently when and where they search.

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ATTRACT STAGE

Pages Your website is your digital storefront, and first impressions go a long way. In terms of both design and content, the pages of your website should be crafted to appeal to your ideal buyers.

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ATTRACT STAGE

Social Media Share your valuable content on social media platforms, engage

with your prospects, and put a human face on your brand. Interact where your buyers spend their time.

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Convert Stage

Getting the right traffic is a great accomplishment, but it isn’t enough. Now you need to convert visitors into leads.

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CONVERT STAGE

FormsIn order for visitors to become leads, they must fill out a

form and give you information about themselves.

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CONVERT STAGE

Tip 1: Word Choice Matters

Avoid using the words “submit,” “download,” or “register” when you want someone to submit a form.

“Click Here” and “Go” perform better for forms (30% and 25% conversion rates respectively).

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CONVERT STAGE

Tip 2: Form Length Matters

The shorter the form, the higher your conversion rate will be.

3 fields = 25% average conversion rate3-5 fields = 20% average conversion rate6+ fields = 15% average conversion rate

Note: Fields requiring a drop-down selection fare worst of all.

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CONVERT STAGE

Tip 3: Field Choices Matter

Asking for phone number: 5% reduction

Asking for address: 4% reduction

Asking for age: 3% reduction

Asking for city and state: 2% reduction

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CONVERT STAGE

Calls-to-Action (CTAs)

CTAs are graphics or links that encourage website visitors to take a desired action.

Effective CTAs are one of the most critical parts of inbound marketing.

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#1 Visually Striking: with copy that compels the visitor to click

#2 Brief: a couple of words works best (fewer than 5 is ideal)

#3 Action-oriented: begin with a verb like “get,” “download,” or “claim”

CONVERT STAGE

CTA Best Practices

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#4 Location: place the CTA in a spot that’s easy to find (above “the fold” if applicable)

#5 Contrasting Color: make CTAs stand out from the rest of your website by using a color that does not blend in to the rest of the site design

CONVERT STAGE

CTA Best Practices

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#6 Size: large enough to see from a distance, but not so large that they detract from page content

#7 Clarity: be sure to state exactly what the visitor will get when they click the CTA

CONVERT STAGE

CTA Best Practices

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CONVERT STAGE

Landing PagesA landing page is where the offer you make in the CTA is fulfilled. It’s also where the prospect submits information that your sales

team uses to begin a conversation with them.

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• Add a clear, action-oriented header that matches the CTA offer

• Use bold text, numbers, and bullets to emphasize keywords and highlight the value to the visitor

• Keep the copy brief–no longer than 1-5 sentences

CONVERT STAGE

Tips for Landing Pages

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• Include an image relevant to the offer

• Limit distractions by removing navigation and other links that may divert the user from submitting

• Benchmark: aim for at least a 5%-15% submission rate on landing pages

CONVERT STAGE

Tips for Landing Pages

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Keep track of the leads you’re converting in a centralized marketing database.

CONVERT STAGE

Contacts

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Once you have attracted the right visitors and converted the right leads, transform those leads into customers!

Close Stage

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CRM systems facilitate sales by making sure you have the right information handy to easily engage with

your prospects across every channel.

CLOSE STAGE

Customer Relationship Management (CRM)

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Reporting integrated with your CRM system allows you to analyze just how well your marketing

and sales teams are working together.

CLOSE STAGE

Closed-loop Reporting

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A series of emails focused on useful, relevant content can build trust with a prospect and help them

become more ready to purchase from you.

CLOSE STAGE

Email Marketing

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CLOSE STAGE

Email Marketing Tips#1. Avoid sending the same email to all your prospects. By segmenting your email marketing, messages are customized to the interests of your prospects.

#2. Continually test subject lines, body copy, and CTAs to improve open and click rates.

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Work smarter instead of harder by automating certain marketing actions based on visitor behavior. For example, if a

visitor downloads a whitepaper, craft a series of related emails to nurture the prospect down the sales funnel.

CLOSE STAGE

Marketing Automation

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Inbound marketing allows companies to continue to engage with, delight, and (hopefully) upsell their current customer base, creating happy promoters of the brands they love.

Delight Stage

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Use surveys to obtain actionable feedback from customers.

DELIGHT STAGE

Surveys

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DELIGHT STAGE

Social Media MonitoringListen to your customers’ questions, comments, likes,

and dislikes, and reach out to them with relevant content.

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Inbound Marketing Methodology Review

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HUG Contest

Promote our HUG code for $50 off INBOUND registration. Use the code yourself, and share it with colleagues and other marketers in our area.

In addition to $50 off INBOUND registration, the prizes are:

• 8 members receive a copy of Seth Godin’s book• 15 members will have access to exclusive networking with executives during INBOUND• 25 members will have access to up front seating during all keynotes at INBOUND

Code: KnoxvilleHUG15 (not case sensitive)

This code expires on August 15th, 2015.

Together, we can win prizes from HubSpot!

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Next Meetup Dates:

• Q2 Knoxville HUG Meetup: 5-19-15• Q3 Knoxville HUG Meetup: 8-11-15• Q4 Knoxville HUG Meetup: 10-13-15

Q&A / Open Discussion

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HUG Website: knoxville.hubspotusergroups.com

Join Our LinkedIn Group: HubSpot User Group Knoxville TN

Give Your Feedback: HUG Hopes Survey

Follow Us on Twitter: @KnoxvilleHUG

Thank You for Coming!

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