Hubspot Inbound
delight
- surveys - smart content - social monitoring
Three pillars of delight
1) Innovation 2) Communication 3) Education
SEO keyword research
1) Make a list of keywords buyer personas would search 2) Expand list by searching web for alternatives 3) Determine which keywords people are using to find your site 4) Decide which keywords you have the best opportunity to rank for
How to Format a Blog
1) captivating, humorous, empathetic and interesting introduction 2)body should cover what was promised and give value 3) mention your keyword at a normal cadence throughout the post 4) white space is good 5)bullet points, sub-headers, lists 6)bold important info 7)use images 8)include multimedia content
Pillar page design layout tips
1) include the core topic in the title, URL, and H1 tag 2) Include conversion focused landing page elements 3) anchor-linked table of contents 4) have website navigation at the top 5) define a core topic 6) included topic in images' alt-text 7) H2 tags for section headers 8) links to relevant internal and external sources 9) reference your core topic throughout 10) back to top button at bottom of page
CTA best practices
1) make it action-oriented 2) include keywords consistent with offer and landing page 3) make it attention-grabbing 4) use strong and appropriate on-page placement 5) test changes and analyze results
Marketing and sales funnel
1) prospect/visitor 2) lead 3) MQL 4) SQL 5) opportunity 6) customer
Smarketing best practices
1) sales and marketing must have same/interdependent organizational goals 2) the marketing pipeline should be tied to sales goals 3) visibility into each other's goals 4) compensation based on shared marketing and sales goals 5) continual communication and education around personas
Social media best practices
1) set SMART goals 2) create remarkable social media plan 3) meet your audience where they are 4) use optimization often 5) tie efforts back to ROI
5 steps to integrate smarketing
1) speak the same language 2) implement a service level agreement 3) set up closed-loop reporting 4) rely on data 5) maintain open communication
How to implement a Conversational Growth Strategy
1) think repeatable, impactful, and predictable 2) plan plan ahead for all the places that users may stray away from the ideal path. 3) grow iterate and optimize over time,
Landing page best practices
1) write a clearm concise action-oriented headline 2) explain the offer clearly and place visual emphasis on the value 3) remove the navigation menu and links 4) the form length mirrors the value of the offer 5) include a relevant image, animation, or short video 6) add social sharing icons 7) write a clear, concise action-oriented headline
creating a long term content plan
1)setting marketing goals 2) auditing/assessing organizations assets and initiatives 3)identifying the buyer's journey for you're personas
Service Level Agreement (SLA)
Formalize the marketing and sales goals to ensure the company is set up to reach its revenue goal
RankBrain
Google's name for a machine-learning artificial intelligence system that's used to help process its search results
How do you define and determine a sales-ready lead?
Sales team has determined to be worthy of a direct follow-up after thorough examination
Ways to solve for customer success
Segment customers Provide social media support Create customer-specific content Acknowledge and celebrate your customers
The buyers journey
The active research process someone goes through leading up to a purchase.
Data in
The data you collect, either by asking for it explicitly, or gathering it through analytics implicitly
advantages of reporting in conversion op
analyzing a report of your website data can give you a deeper understanding of how your visitors and prospects behave, allowing you to optimize
blog posts and topic clusters
blog posts can serve as cluster content that then include hyperlinks to more information location on your pillar content page
CTA
button that promotes offers and links to a landing page- place in blog posts after the first few paragraphs and at the end of each post
Innovation
change is better than the status quo, innovate to serve people with the right products
Fundamentals
contacts, personas, buyers journey, content, goals
Decision stage
decides on a solution to their problem
education
empowering is better than ignoring. Education people to grow their knowledge.
Blog topics
general and narrow ex. running shoes vs how to increase the lifetime of your running shoes
intent matching
in order to get hits, and in order to get ranked for primary keywords, you must first focus on getting ranked for longtail keywords
buyer personas
semi-fictional representations of ideal customer-based on data and some select speculation on demographics , etc. Persona profiles include background demographics, goals, and more
NPS (Net Promoter Score)
A quantified view of your customers' relationships and experiences with you. The better you do at creating a valuable and enjoyable end-to-end experience for your customers, the higher your NPS will ultimately climb
content pillar (pillar page)
A website page that covers a broad topic in depth and is linked to from a cluster of related content.
closed-loop reporting
the feedback loop between marketing and sales
call to action
Any element on your website or blog that prompts your visitors to take action
Contact
Anybody your company markets to, sells to, partners with, engages with, or employs. An individual who you're creating a relationship with
A in SMART
Attainable: understand benchmarks
Three stages of the Buyer's Journey
Awareness stage, Consideration stage, decision stage
To create lasting relationships with customers
listen, serve, and follow up
engagement
measures the number of interactions with your brand
social media content plan
outlines the pieces of content you will promote and social media channels you will promote them on
Hummingbird algorithm
parsing out phrases rather than focusing on specific search queries
communication
personal communication is better than impersonal, communicate to help people
goal setting importance
provide alignment between your marketing and sales team and shows how marketing efforts helps your company hit the numbers and grow
Why is long term content planning important?
provides a road map for your content if you're consistent, you will likely have a higher ROI stay organized
R in SMART
relates back to overall end goal
requires businesses to use a business page. Personal pages have a 5K friend limit while business pages can have millions of followers. Access to analytics (Insights). Ability to categorize company for search, add mission statement, product catalog, awards, and give customers chance to do reviews. The most important reason is for advertising.
ROI
return on investment
Traditional Marketing
- cold calls - interruptive - marketer-centric
How to calculate an NPS
"On a scale of 1-10 how likely are you to recommend this product to a friend?" Promoters: customers who answered with 9 or 10 Passives: customers who answered with 7 or 8 Detractors: customers who answered with 0 through 6 Promoter % - Detractor %
Four Stages of Inbound methodology
- attract - engage - delight
Attract
- getting people to the website, making sure its pleasing, and using keywords
Engage
- seamless navigation - deliver helpful experience - helpful customer support
3 months is the average lifetime of a post
YouTube
300 hours of video uploaded every minute 5 billion videos watched per day 20% of people leave after the first 10 seconds
500 million tweets sent a day 80% of advertisers inbound customers service requests happen here 350,000 hours of live video are streamed a day
On average, how many touches does it take to generate a sales qualified lead
6-8
Ideal Length of a Blog Post Title
60 characters 8-12 words for Twitter 12-14 words for Facebook
90% of its audience is under 35 80% of users follow at least one brand includes the use of "stories" engagement is 10X higher than Facebook, 54x higher than Pinterest, and 84x higher than Twitter
Opportunity
A SQL that a sales rep has communicated with and logged as a legitimate potential customer
Lead
A contact who has submitted their information through a form or by starting a chat on your website.
What's needed to create a topic cluster?
A core topic surrounded by subtopics with hyperlinks
Conversion
A moment when a website visitor takes a desired action
Marketing Qualified Lead (MQL)
Contacts who have raised their hands (metaphorically speaking) and identified themselves as more deeply engaged, sales-ready leads
Steps to building an effective Conversion Path
Create awareness Determine your endpoint Chart your course Analyze Data
Benefits of a Social Media Audit
Develop or adjust a social media strategy that aligns to specific, actionable business objectives and goals. Discover trends you can use to create or modify social media campaigns. Receive valuable insight into customer sentiment and perception of your brand. Provide executives and your team a look into what is or is not working so you can manage and justify social media spend.
How to calculate a conversion rate
Divide the number of people who converted on your call-to-action, form, etc., by total number of people who viewed it
Consideration stage
Has defined the problem and now is doing research
Data out
How you use your data to further optimize and personalize the conversational experience for your website visitor.
Successful Content Audit
Identify all of the marketing assets that you have at your disposal
user-generated content
Internet messages that originate with an individual to communicate directly with a mass audience
benefits of social listening
Is how you track, analyze and respond to conversations across the Internet It helps you manage reputation. It helps you identify your biggest fans and influencers. It can help you discover new product ideas or enhancements. You can watch the competition It can lead to new business opportunities. It can help you find leads. It can help you set strategic benchmarks for your future
What is Sales enablement
Is the process, content and technology that empower sales teams to sell efficiently at a higher velocity
Benefits of a Social Media Strategy
It helps you expand your other marketing efforts. It will help you build brand awareness. It is one of the most powerful drivers for word of mouth. You can use social media to attract buyers.
Look up individuals you are meeting with. Find out more about a prospect. Build thought leadership. Offer value through targeted advertising. To network in groups. Share content with links back to your website properties
M in SMART
Measurable: provide a number
S in SMART
Specific: visits, leads, or customers
SCOPE
Standardize Contextualize optimize personalize empathize
content marketing
Strategic marketing and business process focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience, and ultimately, to drive profitable customer action
Lead Nurturing
The process of building relationships with your prospects with the goal of earning their business when they're ready
Conversion Optimization
The process of testing hypotheses on elements of your site with the ultimate goal of increasing the percentage of visitors who take the desired action.
3 pieces of Lead Nurturing Strategy
Timely: Deliver the right content at the right time Marketing Automation: Software that exists with the goal of automating your marketing actions Efficient: The odds of an inbound lead becoming qualified are 21X Greater when they're contacted within 5 minutes VS. 30 minutes Targeted: Targeting your leads in the right way Your lead nurturing campaigns provide contextual messages to you contacts, which is key to building trust
Awareness stage
Trying to understand or put a name on their problem
Optimizing a blog post
Use the longtail keyword and focus on the title, body, URL, alt-text, and meta description and include relevant links
Prospect
Website visitors who you've gathered minimal data on or who have signed up for a blog or an email newsletter
how to brainstorm for a blog topic
What are the most frequently asked questions you hear? What do our buyer personas need help with? What do you wish people knew about our industry? What are industry bloggers, social media, and our competitors talking about?
blogging
a place to regularly publish and promote new content related to your business and industry
long-tail keyword
a primary keyword that has been expanded upon
Conversational Growth Strategy
a strategy for increasing the success of your business by building 1:1 relationships with prospects and customers, one conversation at a time
blog title
includes a long-tail keyword and makes the value of the post clear
Snapchat
largest demographic is 12-24
Content
the message your strategy delivers that is useful, wanted, or desired
Conversion path
the method by which you encourage someone on your site to move down your funnel
smarketing
the process of aligning the sales and marketing teams around common goals within a business or organization, focused on improving revenue
T in SMART
timely: includes time-frame