Inbound Marketing Methodology May 2010 (v4) Note: The latest version of the HubSpot methodology is available on Success.HubSpot Introduction This methodology is your Inbound marketing textbook. It is designed to help you master the Inbound marketing strategies which, combined with your HubSpot software, will enable you to build a powerful magnet to generate traffic & leads. The techniques in this methodology work. But HubSpot isn't magic. It only works if you work. Based on the achievement of the thousand HubSpot customers who came before you, we can say with confidence that HubSpotters who thoroughly implement this methodology while regularly using HubSpot software achieve average growth in traffic and leads of 10‐30% per month. That means real traffic, real leads, and real customers. Let's get to it. Sections A. Get Found I. Create II. Optimize III. Promote B. Convert I. Convert More Visitors to Leads (via Landing Pages) II. Convert More Visitors to Leads (via Website & Blog) III. Convert More Leads to Customers C. Analyze & Repeat I. Using HubSpot Every Day II. Using HubSpot Every Week III. Using HubSpot Every Month P a g e | 2 A. Get Found by Potential Customers Overview 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. Sections I. Create II. Optimize III. Promote A. I. Create Remarkable Content Overview The first and most important part of Getting Found is creating remarkable content. That means blog articles, web pages, videos, photos, webinars, whitepapers, and tools that are useful, interesting, thought‐provoking, controversial, and entertaining. This is no small feat, and it's the most critical step if you're serious about generating more traffic and leads. You need to determine your content creation strategy and schedule, and then stick to it. Every web page has the potential to rank well in search engines and draw traffic from other sources, like social media sites and the blogosphere. Of course, whether a page draws traffic (and links) depends on whether it's optimized and how remarkable (useful, interesting, etc.) it is. But in general, most pages do "ok" and contribute to the 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 unique chances to draw traffic. P a g e | 3 Now compare that to a 200 page website. The 200 page site has 10x more chances to draw traffic, and on average will 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 of traffic it could seriously skew this little scenario.) Thus, content is king, and creating awesome content is your first challenge as an inbound marketer. Sections 1. Create Web Pages 2. Write Blog Articles 3. Publish Advanced Content A. I. 1. Create Web Pages to Draw Traffic Overview Standard web pages are a perfectly legitimate and effective form of content to produce to draw traffic and leads from the search engines and social media sites. Often there are "low‐hanging fruit" opportunities for marketers to create new web pages to increase the size of their web footprint before turning their attention to more sustainable forms of content creation, such as blogging and advanced content, which are covered in the next two sections. Step by Step 1. Look around at some competitor websites or websites you admire, and take note of the pages and areas of content they have. Or, just use the list of "standard" pages below. Identify pages your site doesn't currently have: o Management Team / Ownership Page ‐ Create a separate page for each one member of your executive team that contains a photo, brief biography, and link to connect with them via social media sites. o Contact Us ‐ There's no need to re‐invent 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 each page of your website. o Company News ‐ Add a new page, or better yet, a blog with relevant product news, employee events, and announcements. This doesn't have to be the "boring" section of your website ‐ spice it 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 placed throughout your site, like whitepaper and article downloads, kits, videos and podcasts. o Customer Testimonials ‐ Prospects like to see that you have happy customers! Add customer quotes, video testimonials and case studies. o Partners ‐ Do you have a partner program or list of partners you work with? Add a section of your website to address their needs. P a g e | 4 o Products or Services by Industry Served ‐ If you frequently service various industries create a page for each industry where you can tailor the content specifically to the needs of those users 2. Create pages for your website to round out the content you already have. If you host your website on the HubSpot CMS, just create the pages and build the content now. If you host your site elsewhere, you'll need 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 of the 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 can track the resulting traffic and leads. A. I. 2. Write Blog Articles & Participate in the Blogosphere Overview Why create blog pages in addition to regular web pages? Actually, from an SEO perspective there isn't any difference and it doesn't matter. HubSpot actually doesn't care which way you choose to produce content (as long as you publish one way or the other). Whether you create 100 web pages for your site or 100 blog articles, you'll have about the same impact on search traffic, since every page (blog or web page) can draw traffic from search engines. However, there are some significant reasons why you should definitely blog. If you signed up with HubSpot, you probably already "get" that you need to blog. The steps below walk you through launching and promoting your blog. The hardest part about blogging is getting started, so fly through these sections and get launched and get writing! (And then keep writing!!) Step by Step a. Identify Personas & Find Your Voice b. Review Template & Configure Blog Options c. Determine Content Creation Strategy & Write Three Articles d. Launch & Promote Your Blog A. I. 2. a. Identify Personas & Find Your Voice Overview There 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 pay immense dividends later. Step by Step 1. Focus on the "who" of your blog. You need to think about the type of person, on average, who you want to attract to your blog. Is it a 40‐year‐old head of manufacturing? Does he have a family? What are P a g e | 5 the pressures he faces? What is he interested in? What kinds of things does he do and read? Or perhaps your target audience is a 24 year‐old professional who lives in a major city. What does he look like? What motivates him? What interests him? You should develop marketing personas for the types of prospects you want to attract to your blog so you have a mental picture of who you are writing for, and you can easily 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 industry o Common topics that personas in your industry enjoy reading o Gaps in topics that you can cover in your blog To do this, go to your HubSpot and click on Dashboard, or HubFeed. Check the articles being written around the web using keywords you are tracking. (Note: You must have completed keyword research and marked 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 the web. 5. As you find blogs that are interesting, subscribe to them via RSS or email. (If you don't use RSS yet and you'd like to, our 45‐minute 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 are following. 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 good comment, 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 and building links • Get comfortable projecting your voice and joining the conversation happening on the web Over the course of a week or two, as you continue to read blog articles and leave comments, you should start to get 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!! P a g e | 6 A. I. 2. b. Review Template & Configure Blog Options Overview This section walks you through setting up your HubSpot blog. Take a brief diversion here if you need general convincing of why you should blog with HubSpot instead of Wordpress or some other blogging engine. If you already have a non‐HubSpot blog, let's get you moved to the HubSpot blogging engine. Step by Step 1. Log into your HubSpot 2. Click "Website" ‐> "View Website" 3. Click on the page called "Blog" in your top navigation. (Don't worry! This page is not visible to the public yet, 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 your template. So if it looks good, great. If it doesn't, bear with us and we'll get it looking snappy just as fast as we can. 5. Name your blog by adding a title to the blog module. Remember, this is the title that will show up in the RSS reader for your subscribers. 6. Next, configure your blog options, which involves making some decisions about whether you want to moderate or disallow comments, which social media buttons you want to include, etc. A. I. 2. c. Determine Content Creation Strategy & Write Three Articles Overview Now that you've identified the "who" and the "what" of your blog, you're ready to determine your content creation strategy. The core elements of the strategy are: 1. Who will author the content? 2. How often will you write? Step by Step 1. Determine who will author your blog content. Will you be the one writing articles? Or are you just a champion/facilitator/coordinator and others will be doing the writing (maybe you're a marketing manager and the technical founder of your company will be doing most of the writing)? Consider getting a few thought leaders in your organization to write content for the blog. Check out the About Our Bloggers page on the Axeda blog for a good example of getting various folks in an organization involved in content creation. 2. An element of competition may help encourage folks in your organization to blog. You'll be able to use HubSpot'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 gets the 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 the authors so folks know when they are going to publish. Then you can simply manage the schedule. You'll P a g e | 7 probably want to help them think of topics, and you'll certainly want to optimize their content before you publish 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 three times per week, because the more you write the faster you'll be generating traffic and leads through your blog. 5. Write your first 3 blog articles. That's right, it's time to actually write 3 articles!! Simply log into your HubSpot, navigate to your blog page, and click "Create Article". Then write the article. Save the articles as drafts 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 stay creative! • Don't be too sales‐focused. Don't blog all about your company, your products, yourself personally, or why any of those things are so awesome. You should have a good sense from your reading/engaging with other blogs of what type of things to write about ‐ just don't be too sales‐y. • Make sure the information is interesting, relevant, useful, controversial, and/or thought‐ provoking for your target audience (remember your personas). 6. HubSpot's blogging module will automatically recommend ways to optimize your blog post for search engines. Before you save your blog post as a draft, click the "Optimize" button. You'll see a message panel appear on the right‐hand side. Click one of the recommendations, and your cursor will be placed in the field that we recommend you enhance. The optimizer will remind you when you've forgotten to include your keywords in your blog post! A. I. 2. d. Launch & Promote Your Blog Overview Let’s launch this thing! Step by Step 1. Set up the subdomain for your blog. This is what will make your blog URL be something like http://blog.yoursite.com instead of http://yoursite.hubspot.com. Follow these instructions, or copy them down and ask your web master or someone in IT to follow the instructions. 2. Add a link to your blog from the home page of your website. Try to put the link in the main navigation. Consider adding a "popular posts" module to your page to further highlight articles. Also, add links to the blog from secondary pages on your website. 3. Publish your first blog article in HubSpot!! Log into HubSpot, navigate to your blog, and click "edit post" for one of your draft articles. Then click "publish"! o HubSpot will automatically add a Marketing Event for every blog article published on the HubSpot engine. If you already have a blog, be sure to add a Marketing Event for every blog post. 4. Send an email to friends, co‐workers, customers, vendors, investors, and your entire network telling them that you've launched your blog. Ask them to read your first article, and if they think it's interesting, to subscribe to your blog and to pass the article on to others that might find it interesting. 5. If you have a house list, you should send an email to your list informing them you have a blog and asking them to subscribe. P a g e | 8 6. Promote your your blog on Technorati. 7. Add your blog to blogging directories and online forums appropriate for your content. 8. If you've established relationships with other bloggers through your commenting/engagement activities, politely inform them that you've launched a blog. 9. Keep writing articles! 10. Check how your articles are performing using Blog Analytics (in HubSpot, navigate to Analytics > Blog). A. I. 3. Publish Advanced Content Overview There are many forms of advanced content you can (and should) be creating to truly excel at inbound marketing. The main types of advanced content you should be concerned with are: • Videos • Photos • Webinars • Presentations • In‐Person Events • Podcasts • Press Releases • Whitepapers & eBooks • Kits • Online Tools, Games & Quizzes Before you dive into creating advanced content, consider two high‐level points: First, you may need to shift investment away from marketing programs and re‐allocate to human resources who can produce advanced content. Our CFO at HubSpot is a really cool guy, no doubt. But rest assured that our head of marketing, Mike, had to present a very compelling and progressive marketing budget to justify his spending on awesome people to produce remarkable content instead of more "typical" spending on tradeshows and telemarketing. Second, you should look throughout your organization for all the people who can help you produce content. They might be developers, support folks, finance folks, etc. As an inbound marketer, you need to encourage everyone in your organization to produce remarkable content and share it with you so you can help optimize and promote it. Step by Step Video Do you have a video camera? How about a webcam? You can film a customer testimonial, some office foosball, a live tv show in your office, or a viral video. These are just a few HubSpot examples. The idea is to think about what kinds of videos you can create, and then to get good at producing video content. At HubSpot, we even went so far as to hire a video & content superstar in our marketing department to produce content. P a g e | 9 Photos Always be in the mindset of creating content. Going to an event, or working on a cool project? Bring a camera and snap a few photos. Post those on a company flickr page or in some blog posts. Webinars Webinars are a great way to deliver your content in an engaging way and generate more inbound leads. You can use a webinar software provider like GotoWebinar or WebEx, or use unconventional (but free / very inexpensive) choices like UStream or Mogulus to live‐stream your presentation or SlideRocket to present your slides over the web. Follow these intructions for hosting your own live webinars. Presentations You likely already have slide presentations that you've used for speaking events or webinars ‐ why not post them online? As long as they contain informational (rather than sales‐y) content, a prospect could very possibly find your company through a presentation you posted on SlideShare or a blog article summarizing the presentation. In‐Person Events You may already be organizing in‐person conferences, user meetings, or networking events. This, too, is a great form of content creation. In‐person events allow you to create content yourself (with presentations, for example) while also leveraging your community (attendees, speakers, sponsors) to create content for you. Events present an opportunity to take photos, film video interviews, and blog about the content being presented. Podcasts Once you've gotten comfortable with video or audio production, the next step is to create a series that you can publish as a podcast. What's great about a podcast is that people can download and subscribe to your content, helping you build another marketing channel. Press Releases For many businesses, press releases may be the most frequently updated professional content you already produce. While the PR value of issuing press releases is very little now, they are still another form of content for your site and can help you generate more inbound links. To make sure you structure your release to get the most value out of it, run your release through Press Release Grader. And, in addition to distributing your press releases over a wire service, also post them on your website, perhaps on a company news blog. Whitepapers & eBooks A whitepaper is a document or report that you can produce and post on your website for download as a PDF. To quote David Meerman Scott, an ebook is the "hip and stylish younger sister to the nerdy whitepaper." eBooks are often horizontally‐oriented (landscape instead of portrait) and have more images. For both whitepapers and ebooks, however, you should communicate valuable information and interesting ideas. Kits Another way to create content is to repackage the content you already have into a "kit". By combining archived webinars and ebooks, you can create much more compelling offers to website visitors. P a g e | 10 Online Tools, Games & Quizzes A great way to start to get known in your industry and drive tons of traffic and inbound links is to create fun, interesting, and/or valuable tools, games, or quizzes. In the early days of HubSpot, we unleashed a formerly internal‐only tool that graded websites according to their marketing effectiveness. This tool, Website Grader, has now graded over 800,000 unique websites, generated tens of thousands of inbound links and inbound leads. From the success of this free online tool, we invested more time and resources ‐ including hiring a "marketing developer" ‐ to develop more tools and games. Have other ideas for content? Try it out! And be sure to share your experiences in the forums. Don't forget to add a Marketing Event whenever you publish a new piece of advanced content! A. II. Optimize Your Remarkable Content Overview As you create remarkable content (which you'll continue to do for your entire inbound marketing career), you will want to optimize that content for search engines (SEO) as well as for other channels, like YouTube & Twitter. The foundation of your inbound marketing program is compelling content creation. Optimizing that content is a key step, however, to ensure you give your valuable content the best chance possible of drawing traffic from the web. In essence, this section is about maximizing your ROC ‐ return on content. Step by Step 1. Optimize for Search Engines I: On‐Page SEO 2. Optimize for Search Engines II: Off‐Page SEO 3. Optimize for Other Channels A. II. 1. Optimize for Search Engines I: OnPage SEO Note: You must complete your keyword research before you proceed! It takes about 30 min. Overview On‐Page SEO is the process of placing your selected keywords in the "right" places on your web pages so that Google knows what your pages are "about". Although off‐page SEO (how many sites link to you) has greater importance in determining your rankings, it's important to optimize your website with the right keywords. Think of it this way: If there's roughly a tie between your site and another site to rank for a certain keyword, then the site that is better optimized from an On‐Page SEO perspective will rank first. If you have a 5 page website, this section will only take you a few minutes and you should focus on creating new web pages and getting inbound links. If you have a 500 page site, you should make a significant investment of time in optimizing your pages, since this is a fairly high ROI activity. P a g e | 11 Step by Step 1. You're going to need your list of favorite keywords for this next part, so pull it up now by opening up your Keyword Grader. Find the drop‐down box in the top‐right that says "Show All", and select "Favorite". You should now see only your favorite keywords in Keyword Grader. (If you haven't selected favorites yet, complete your keyword research before proceeding.) 2. You're going to need your Page Grader open at the same time too, so right‐click on the "Pages" tool and select "open link in new tab". This way you can access both tools without waiting for the pages to load. By default, Page Grader will show your most powerful pages first (based on the number of ranked keywords). Usually your home page appears at the top of the list. 3. Click on the first page in the list, and scroll through the entire report. Take a look at what keywords this page ranks for, as well as the anchor text of the inbound links. You might also want to visit the page itself by clicking the grey box next to the URL at the top‐left of the screen. 4. Now flip to your keyword favorites list in Keyword Grader and pick one or two favorites to place on the page. The keywords you pick need to "match" the page. The keywords need to be supported by the page content. 5. Now you can simply place the keywords you've chosen on the page according to the following best practices: Critical On‐Page SEO Elements Best Practices for Optimizing Page Titles Best Practices for Optimizing URLs Best Practices for Optimizing Headings Secondary On‐Page Elements Best Practices for Optimizing Meta Keywords Best Practices for Optimizing Meta Descriptions Best Practices for Optimizing Images 6. If you are a HubSpot CMS user (i.e., HubSpot hosts your website), then you can easily implement on‐ page SEO using the HubSpot CMS. If you do not use our CMS, you can document the changes you want to make to each page and pass them along to your web master using this template. 7. You should change the anchor text of any links on your site that point to this page, if possible. Now that you've picked a few keywords for this page, it's to your advantage to link to this page using the right keywords. For instance, if you have a news release on your site that links to the page you just optimized, go make sure the link text uses one of the keywords you are targeting. 8. If you have a geography‐specific aspect to your business, you should place geo‐specific words in the page content before moving on to your next page. It's often helpful to add an "areas we serve" section on the page and list specific states, cities, towns or regions that you service. Read our Geographic SEO help article for details. 9. Next, simply go to the next page in Page Grader and repeat steps 3 ‐ 8. Once you're done, your site is optimized. Congratulations! Learn More • How To Perform On‐Page SEO Within the HubSpot CMS P a g e | 12 A. II. 2. Optimize for Search Engines II: OffPage SEO Note: You must complete your keyword research before you proceed! It takes about 30 min. Overview The single most important factor search engines use to value the importance of your site and determine if you should rank well for a given keyword is the number of inbound links to your site. That is, the number of other websites that link to you and the "quality" of those referrers. Think about it for a moment. Why would someone create a link to your website? The only logical reason is because you have created something valuable! That's Google's logic, anyway. Some websites are like little old towns in the middle of nowhere with one road in and one road out. Some websites, however, are like bustling highway interchanges with 11 highspeed multi‐lane highways running in, out, around, through, etc. You want to be a bustling interchange, not a one‐road village. Another analogy is to think of the night sky. You look up at the stars and see something similar to what Google sees when they look at the structure of the web. You see certain ultra bright clusters of stars in the sky, and those are cnn.com, ebay.com, nytimes.com, etc. Then you see dark corners of the sky where there's just a few dim pinpricks of light. You want to be a bright spot in the galaxy with lots of other stars pointing and connecting to you. That's the only way to rank well in the search engines. And at the end of the day, the quality of your content is the only thing that's going to convince other bright stars (websites) to link to you. At this point it's helpful and natural for you to be asking yourself ‐ how do I produce stuff that's useful for the Internet? How do I add value to the Internet? This question is truly at the heart of ranking well in search engines. The best way to approach link‐building is to think of it in two phases. In phase I you're building your first few hundred links fairly proactively. In phase II, however, once you've gotten the ball rolling with a few hundred links, you should put your energy into creating useful, valuable, remarkable, interesting content rather than trying to get other websites to link to you. Step by Step 1. As you determine where you should work on getting links, fill out the Off‐Page SEO Template to track your progress. 2. Join the HubSpot recommended web directories. 3. Search for applicable directories specific to your industry. Do a search on Google for [industry phrase or keyword] + "submit site". This often yields results that take you right to the submission page for directories in your industry segment. Beware! Do not submit your site to any directories that appear spammy or below board. 4. If you have a product local to a specific geographic region for instance, you should consider listing yourself on Google Local and Google Maps. 5. If you have a blog, you should make sure your blog is listed in these four directories. 6. Watch the Press Releases for Modern Marketing webinar, and review information about press release distribution services. Then issue your first press release and release at least once per month after that. P a g e | 13 7. Write an article or take some existing content from a brochure, white paper, or some other source, create an inbound link and then submit the article to a site hosted by someone else. Article submission typically requires that content be reviewed by an editorial staff prior to publishing. The best way to succeed is to regularly submit quality, original content. Here is a directory of article submission sites. Pick a few and submit some articles, then watch Link Grader to see if you get inbound links as a result. 8. Access your Page Grader and click on the first page in the list. Remind yourself which keywords you are targeting on this page for SEO (from the On‐Page SEO section). Now scroll down to the Link Analysis section of the Page Grader Detail Report. Look at the inbound links to the page. Click the link that says "Explore all inbound links to this page in Link Grader". You are now looking at all the inbound links to this particular page. You can click on a domain to see the anchor text of all the inbound links. Does the anchor text match the keywords you are targeting on the page? If so, you're all set. If not, you might be able to get the anchor text of the link changed, for instance if the link is from a partner or vendor's website, or if it's a link from an article written by your PR firm. Repeat this process for other pages on the site, and try to optimize your existing links. 9. Come up with a list of partners, vendors, customers, professional organizations, charities, employees, or other entities in your network who might be willing and able to link to your site. Ask for the link, and try to get your keywords in the link text. 10. If you are especially in need of authority, you may wish to execute more advanced link building campaigns. However, most marketers should move on after completing the steps above and focus on content creation and social media engagement. Learn More • Understanding Link Quality • Link Building Campaign Strategies A. II. 3. Optimize for Other Channels Overview Most marketers think of "optimization" as the process of placing keywords to increase the chances of ranking on Google and other search engines. Indeed, that is what we focused on in the last two sub‐sections of this methodology. However, optimizing content is much more broad than simple on‐page SEO. For instance, before you submit an online press release to PR Web, an article to Digg or a video to YouTube, you'll want to optimize your content specifically for that channel to maximize your ROC (return on content). Step by Step The following best practices should be applied when you optimize your remarkable content, prior to promoting it. (Note: content promotion is covered in the next section of this methodology.) General Best Practices • Is there a clear call to action to get readers/viewers to convert? • Can you tag the content? Tags help to get your content indexed in relevant places. • Does it include text that search engines can see? Can you add any? • Does it appeal to the audience you're optimizing for? P a g e | 14 Best Practices by Audience & Distribution Channel Video • The shorter the better! YouTube only allows 10 minute videos, but aim for under 5 minutes when possible. If you have a long video, consider breaking it up into easy to consume bits. • Include a link to your site at the beginning of your video description, since it often gets cut off in the default view (particularly on YouTube). • Always tag your videos with appropriate keywords so they come up in search results. • Spread out your videos among as many channels as possible, including YouTube, Viddler, Vimeo, Blip.tv. Use tools like TubeMogul or Vidimetrix to publish to multiple channels at once. Photos • Include a descriptive title and description. • If you use a photo in a related blog post, link to the blog post in the description. • Tag your photos with relevant keywords. • When posting photos on your website or blog, use alt tags to tell search engines what the image shows. • License your content under Creative Commons to encourage people to share it. Webinars • Outline on the registration page what will be covered in the webinar. • Outline an agenda at the beginning of the session to help viewers understand what's coming. • Multiple voices can add interest. • Make the presentation video available for download in a variety of formats, including iPod‐compatible format. • Make the presentation slides available for download too. Presentations • Use more images and less text. • Make your text font large so that thumbnails of your slides are readable. • Include a text description of the presentation alongside the slide deck. • Make it available to view (embedded on your site via SlideShare) and to download (to share). • Post your presentation as a PDF so that no changes can be made to your slides. In‐Person Events • Create a website or webpage dedicated to the event and optimize it for event‐ and content‐related keywords. • Leverate your network and the network of your speakers and sponsors to promote the event. • Create a community around the event and empower the community to create content related to the event. • Create an event "tag" for all media created about the event on the web. This helps people find and aggregate all event‐related content. • For lots more tips, watch the webinar on Leveraging Offline Events Using Online Tactics and read the related blog articles on Promoting an Event with Inbound Marketing and How to Add Online Scale to Your Offline Events. P a g e | 15 Podcasts • When starting a podcast, pick a time and stick to it. By publishing your podcast at a regular time every week (every other week, or every month), people will begin to expect it! • People often watch podcasts on‐the‐go, so both audio and video work well. When structuring the format of your podcast, imagine what someone would like to watch or listen to during a commute. • If you can, run your podcast live. It can generate buzz on sites like Twitter through real‐time commentary or Q&A. Running a live podcast also timeboxes the production. • For post‐production, use a tool like blip.tv to create an iTunes feed for easy download. • Use a program like iMovie to edit intros and credits. Press Releases • Include links back to your site. The first should be early in the release, in case some reprinting of the release is cut off after the first few paragraphs. • Include both anchor text links (links with keyword‐rich link text) and full URLs, because many sites strip out anchor text links. • Include an "About Company" section at the end of the release for easy scanning. • Run your release through Press Release Grader to make sure your press releases are fully optimized. Whitepapers & eBooks • Include a call to action throughout or at the end of the PDF, so when people share the document, you can still drive people back to your site to convert. • Include full URLs in case people print and share the document with coworkers. • Consider what's more important ‐ capturing many inbound leads, or having your document downloaded and shared by many more people and generating tons of inbound links. If your focus is on leads, post behind a lead capture form. If you want your ideas to spread and want to generate more inbound links, offer the document completely for free. Kits • Outline what's included in the kits ‐ videos, ebooks, etc. • Outline what the user will get/learn. • Include screenshots of the videos and/or documents included. Online Tools, Games & Quizzes • Make it valuable and easy to access. • Make it easy to understand what to do to play/use. • Draw the connection from the tool to what your company does, and offer a clear and relevant call to action. A. III. Promote Your Remarkable Content Overview Now that you are producing remarkable content and optimizing it for search engines and other channels, you are ready to start promoting your content. P a g e | 16 You'll be promoting content in social media sites, on Google (through PPC), via email marketing to your marketing database (your contacts), and via offline events (like tradeshows). Sections 1. Promote in the Social Mediasphere 2. Promote via Paid Search (PPC) 3. Nurture Your Marketing Database (Email) 4. Leverage Traditional Channels A. III. 1. Promote in the Social Mediasphere Overview Social media drives: Traffic: There are hundreds of millions of people using social media every day, so it's a great place to get found! Leads: People who come to your website or store from a social media referral are already interested and think that you might have a solution to their problem. As such, site visitors from social media channels are primed to turn into leads that you can then work to turn into customers. Links: Every link back to your website from social media is an opportunity to get more traffic. Even if your reach is beyond your target market – i.e., even if there are people following you on social media who aren't likely to become your customers or even leads – they can still provide you with valuable links and help you grow your trust with the search engines. All three of these in combination are critical to your success with inbound marketing. If you're nervous about making mistakes, remember that social media is full of people learning about new things, and that it is out there whether you take part or not – even if you make mistakes, you stand to gain a lot more by getting involved! Setting It Up The first step towards using HubSpot to interact in Social Media is to tell HubSpot where your presence is in Social Media, and then configure your blog to publish your new entries to your social media accounts. Go to Settings ‐> Social Media Accounts and add credentials (logins) for each social network that you have accounts for. (If you do not have an account for one of them, now is a good time to go register accounts there.) Currently, HubSpot supports integration for posting and blog publishing with Twitter and Facebook. At the bottom, select the checkboxes to have your blog entries publish to those networks and be counted towards your Reach. P a g e | 17 Go to your blog’s homepage, and click on the "Options" link at the top of your blog. Go to the Social Media Publishing tab, and you can change the "Social Media Slug" that we use when publishing your new blog posts to social media. This is a short prefix that will appear with the link to your blog in social media. Example: you might add "Great New Post!" as your slug. Now that you have some social media accounts set up, you can check out your Social Media tool – it lives in the Promote menu. Take a look at what’s appearing in your social media feed to start off, and then click on Customize Your Feed in the top right corner. Here, you can tell us exactly which words you want HubSpot to search for in Social Media. If you’re a dentist, for instance, you might want to track words like "root canal" or "teeth whitening." These words will help you find conversations to join and information to share with your followers! Note: make sure that when you add words related to your brand or product (product names, brand words, industry terms, names of employees) that tag these words as "brand" or "industry" words so you can filter on them easily. Doing It Check out your filters daily – this is how you’ll find items that relate to your brand and your industry, as well as find items on the different social media sites. There are a few key things that you can do based on the stories you see. One of the best ways to get more people following you on social media is to share out content that's worth their time. When you find other news articles or blog posts in the Social Media tool you think would appeal to your audience, share them out on your own profile! If you find a question you could answer on LinkedIn (or anywhere else), whip up a quick blog post about it, then link to your blog post in your answer. Re‐share the great stories through social media. If someone mentioned you on Twitter, share that mention to your Facebook fans as well. It's a great way to connect with your fans and other people. Save one of the best mentions for your next sales meeting. Take a screen capture of it and put it on a slide to show the Sales team how well you are doing in social media. Comment on one or two of the stories. Leave a brief reply to a blog article or mention in social media, thanking them and providing a feedback or comment. Don't just say "nice post"‐‐ add value to the conversation. People will notice your expertise and follow through to your website to see what else you’ve got to share. Watch our Social Media Monitoring webinar for more information on how to do this well. It's short (25 minutes) and full of good stuff about how to reply and share inside of your company Measure & Optimize Measure your Reach at least monthly using the HubSpot Reach report (Analyze ‐> Reach). From this report, you can measure how many people your marketing messages touch. This way, you can watch the number of people you are interacting with and present it as a key stat to the success of your inbound marketing strategy – your authority and presence online is growing! P a g e | 18 There are plenty of metrics that you can use to measure your impact in social media. It’s important to pick which one are most important to your business and efforts, and they vary depending on which networks you chose to get involved in. Using the Sources report (Reports ‐> Sources) in HubSpot can help you see where traffic comes from, and at what rate traffic from social media turns into leads. If you use HubSpot's closed‐loop marketing or Salesforce integration, you can also see how often they turn into customers. Review your efforts at least monthly and see which social networks are performing the best for you – then you'll be able to focus your social media energy where you’ll get the most return. Next Steps Want to learn more? Check out the webinar series on the Introduction to the Social Mediasphere with Kyle James, now available in the Webinar Archives. A. III. 2. Promote via Paid Search (PPC) Overview PPC stands for pay‐per‐click, or paid search marketing. PPC ads are what you see in the "Sponsored Ads" section of search results on the major engines. PPC is the how you'll be "promoting" your content in search engines. (Natural search doesn't have a "promote" step since you can't really influence the natural search results beyond the Optimize step.) Organizations using paid search ads have to pay the search engine a certain amount, usually a few dollars, each time a searcher clicks on one of their ads. While Google AdWords is far and away the most efficient PPC platform, depending on the nature of your business Yahoo and MSN can also be extremely useful. Since Yahoo and MSN have modeled their paid search platforms almost letter‐for‐letter after Google's, this section addresses only PPC best practices for Google. From a practical standpoint, buying paid search ads is one way to guarantee you'll be on the front page of Google search results for a given keyword ‐ but you have to pay for it. Step by Step Click the appropriate section below to find out how you should move forward. a. I'm Not Currently Doing PPC, But I Want to Start b. I'm Running PPC Without Custom Landing Pages and I Don't Know My Cost Per Lead c. I'm running PPC With Landing Pages and I Know My Cost Per Lead A. III. 2. a. Promote Through Paid Search (PPC): Getting Started with PPC Overview Below you'll find step‐by‐step instructions to help get you set up on AdWords and within HubSpot. Note: If you have questions about using AdWords, please post in our forums so your fellow HubSpotters can help you or contact AdWords Support. The HubSpot support gurus don't support Google AdWords! P a g e | 19 Step by Step 1. If you haven't already, create a landing page using HubSpot's landing page builder in the Website tab under "Landing Pages." Promote a specific offer on this landing page. If you're a boutique hotel in Rockland, Maine, you might create a landing page that offers a 20% off deal on April bookings. This landing page will be where you start sending your PPC traffic once you build your campaigns. 2. Define your budget. How much money do you have available to spend on AdWords each month? You'll need to spend at least a few hundred dollars per month to get started. 3. Go to AdWords and create an account. 4. Follow the step‐by‐step instructions provided by AdWords. 5. Successful paid search campaigns consist of tightly related groups of keywords ("ad groups") accompanied by ad copy that uses the main keywords in each ad group and landing pages that contain those same keywords. If, for example, you sell custom‐made furniture, you'd want separate ad groups for your "chair" words and your "table" words. Your "chair" ad group would have words like "custom made chair," "handmade chair," "chair," and "wooden chair." The steps below will help you meet these best practices. 1. When creating your first ad group in AdWords, populate it with keywords that speak specifically to the offer & landing page you created in Step 1. If you're a hotel in Maine, and you created a landing page that promotes a 20% off deal on April bookings, keywords in your first ad group, titled "Maine Hotel Deal" might be "boutique hotel maine deal," "maine hotel deal," "cheap maine hotel," or "maine hotel package." 2. Be sure to use the keywords contained in your ad group in the Headline, Description Line 1, and Description Line 2 of your ad copy. 3. Go to the HubSpot landing page you created for this offer. Make sure the copy includes keywords from the ad group you just created (i.e., "maine hotel package"). 6. Use Marketing Link Builder to add tracking tokens to the landing page you created for this offer. Enter the URL from the Builder as the Destination URL. 7. Repeat as necessary for different promotions and landing pages. 8. You should now have an ad group that contains only very similar keywords, an ad copy version attached to that ad group that uses some of those keywords, and a landing page that also reflects the keywords from the ad group and speaks to what a searcher is expecting to see based on the ad they clicked. 9. Monitor the success of your campaigns using "Referrers" on the Analytics tab and "Landing Pages" on the Website tab. Allocate more of your daily budget to your most successful campaigns, then start testing other promotions, landing pages, and keywords to help drive more traffic and leads to your site with PPC! Your paid search efforts will be most successful if you consistently test new keywords, ad copy versions, and landing pages and measuring their success in AdWords and HubSpot. Regular testing of these elements is what's going to make the difference between a $100 cost per lead and a $10 cost per lead. A. III. 2. b. Improving Basic PPC Campaigns Using Landing Pages & Closed Loop Reporting Overview If you're already running PPC campaigns within AdWords but aren't using customized, targeted landing pages ‐‐ and don't have a way to tell which campaigns are working for you ‐‐ below you'll find instructions on how to improve your current efforts. Note: If you have questions about using AdWords, please post in our forums so your fellow HubSpotters can help you or contact AdWords Support. The HubSpot support gurus don't support Google AdWords! P a g e | 20 Step by Step 1. Once you've ensured that each of your ad groups contains only similar words, pick an ad group for which you want to create a landing page. 2. Go to the Landing Page Builder in the Website tab of HubSpot. 3. Create a new landing page. Your goal is to customize this new landing page for a user who searched for one of the words in the ad group you chose. When you're writing the copy and choosing the images for the page, ask yourself: if you just typed the words in the ad group associated with this page into Google, what sort of information are you going to be looking for when you click an ad? Make sure you include that content when you're building your page in HubSpot's Landing Page wizard. You just paid $1.75 for a user to come to your site. That user is interested in a specific promotion or piece of information, so you want to make sure they see what they're interested in ‐‐ and have an opportunity to convert to a lead ‐‐ as soon as they hit your landing page. 4. Be sure to include keywords from the associated ad group in the landing page you're building. 5. Use Marketing Link Builder to build trackable URL for the landing page. Enter this URL as the Destination URL in your ad copy within AdWords. 6. Once you've created a page, duplicate it, then change elements like bulleted copy, images used, calls‐to‐ action, and offers. 7. Ongoing Optimization 1. Use Website / Landing Pages to see which page is producing the most leads and customers. Pause the ad copy version with the "losing" page within AdWords, then create another page the run against your "winner." This is the best way to increase leads and customers through PPC over time! 2. Alternatively, you can use the Referrers section of the Analytics tab to determine which are bringing in the most qualified leads; then, give more of your AdWords budget to the winners. 3. You can also use the Landing Pages section of the Website tab to identify which of your landing pages is most successful in bringing in qualified leads. A. III. 2. c. Promote Through Paid Search (PPC): Optimizing Advanced PPC Campaigns Overview If you're already using customized, targeted landing pages and know your cost per lead, well done! You've built a solid foundation and have all the tools in place to run successful paid search campaigns. In order to take your campaigns to the next level, though, you should always be testing new uses of your PPC campaigns. We've outlined a few ideas below to get you started! Advanced Uses of PPC • Rank on keywords with a high difficulty score. If you've got a keyword in your Keyword Grader that you really want to rank for but it's out of reach of your SEO optimization efforts, you can pay for an ad to appear on the first page of search results for that word ‐ and start getting traffic and leads from people who typed it into the engine. • Experiment with where ‐ and how ‐ you rank. AdWords gives you fine‐grained control over the position on the page your ad shows, your ad copy, and even lets you designate hyper‐specific geographic areas where you want your ad to show. If you only want your organization to show up 1/3 of the way down the search results page for people searching within 5 miles of the Boston metropolitan area and then point P a g e | 21 them to a custom HubSpot landing page built specifically for the offer contained in your ad copy, AdWords lets you do just that. Try experimenting with these different controls and find out which settings work the best for your campaigns! • Run a "mini focus group" for other inbound or offline marketing efforts. Say you're in the process of completing your Keyword Research and deciding which words you want to focus on your for on‐ and off‐ page SEO efforts. You can run the keywords in your consideration set in paid search to see which produce quality traffic and leads ‐ that way, you can be sure you're spending your time optimizing your site for the right keywords. Similarly, you can test different promotions in PPC ads and then roll out the best performers to the rest of your website ‐ or even offline marketing efforts. • Capitalize on PR or news waves. Let's say you're a divorce attorney. When a prominent person cheats on his or her spouse and it's all anyone is talking about, you can buy keywords related to the event and show an ad that speaks directly to the people reading about the event. While you wouldn't be able to immediately rank organically for the word "Eliot Spitzer" at the height of the controversy, you could pay for an ad that read "Spouse pull a Spitzer? Get the best attorney in NYC", geotarget it to New York, and run it until the news trend faded. • Increase clickthrough on organic rankings & reinforce brand authority. If you're already ranking in the first or second position for a keyword central to your organization, is it worth it to simultaneously run a paid search ad on that keyword? Yes. The presence of the paid search ad underlines the credibility of your company and its ownership of the keyword in question ‐ making people more likely to click on your organic listing. Further, you can use the paid ad to offer a specific promotion to increase conversion, whereas the organic listing may point to a less conversion‐focused page on your site. A. III. 3. Nurture Your Marketing Database (Email) Overview Email marketing means sending customized offers to your old leads, lists, and your entire marketing database. The goal of email marketing is to get the prospects you are targeting to "raise their hand" and convert into a full‐ fledged lead. That is an important point, so let's write it again: the (only) goal of email marketing is to drive conversions. The conversion step is covered in the Convert section of the methodology under the first section called "Convert Visitors to Leads (Targeted)". We refer to this as "targeted" traffic because you will be sending an email to a specific group of prospects from your database and making an offer specially designed for that group on a landing page. This section of the methodology covers how you go about "promoting" to your Marketing Database and driving the traffic to convert on your landing page. Step by Step 1. If you're already running advanced email marketing campaigns, perhaps using Constant Contact, Eloqua or another vendor, you may want to skip ahead to the next section of the methodology, or directly to the Convert‐Untargeted section to read about landing pages. 2. Do you send a monthly newsletter to your customers? Can you? P a g e | 22 3. Do you send emails to "nurture" your old leads to get them to convert and "raise their hand"? Can you? 4. Identify the lists of email addresses you have and group them so you can send email to them. If your lists are small, you can use your regular email to nurture them. If your lists are large, you should sign up with an email marketing vendor. 5. Make sure your email links utilize the HubSpot Marketing Link Builder so you can track your campaign performance using HubSpot analytics. A. III. 4. Leverage Traditional Channels Overview There are many traditional and offline channels through which you can "promote" your remarkable content. Step by Step 1. If you're interested in promoting press releases, watch our Press Releases webinar to learn how. 2. You can also promote your remarkable content using offline channels. Read this article and watch our webinar on offline events promotion to learn more. B. Convert More Visitors Into Leads & Customers Overview Getting found sure is fun. You're writing articles and producing videos (creating remarkable content), you're an SEO ninja by now (Optimize), and you're using all the social media sites and running email and ppc campaigns (Promote). At the end of the day, however, we aren't in this for fun. We're also not in this for traffic. The goal is quality sales leads and customers, so let's focus now on converting as much of your traffic as possible to leads and customers. Note that there is potentially huge value if you can increase your conversion rate and generate more leads from existing traffic. If you only get a few hundred visits per week, increasing your conversion rate by 1% could generate 10‐15 more leads per month. If you get a few thousand visits a week, you stand to increase your lead flow by 100‐150 leads per month. Sections 1. Convert Visitors to Leads (via Landing Pages) 2. Convert Visitors to Leads (via Website & Blog) 3. Convert Leads to Customers B. I. Convert Visitors Into Leads (via Landing Pages) Overview Targeted traffic refers to a known audience that you draw to a specific page. For instance, if you email everyone you met at a trade show and offer them a free trial of your product, that is a "targeted" traffic source because all the visitors have something in common ‐ they are all from your trade show. Converting a targeted stream of traffic requires two things: P a g e | 23 1. A well‐crafted offer on a landing page that is designed specifically for the audience you will be driving to the page, and 2. A stream of targeted traffic that you drive to the page. Compare this to the "organic" traffic (next section) from natural search (e.g., Google), social media sites, and other sources. For "organic" traffic that finds you through SEO and social media, your conversion tactics need to be a little different because the audience is so much more diverse, and it's not possible to target an offer that is designed especially for a particular visitor type. However, you'll build on what you learn here in the next section of this methodology. Step by Step 1. The first step to convert untargeted traffic to leads is to craft your offer. The offer is the answer to the question: "Why should I fill out this form? What's in it for me?" It's basically the value you are offering in exchange for the visitor's self‐selection into your sales process. The following are examples of good offers: o Host a free webinar o Whitepapers o Some type of free consultation o Access to a tool o Research/studies o eBooks o Trials and samples o Contests o Offers of free stuff, service, or savings on a purchase 2. Think about the offers you might want to make, and pick one to get started with. If you're stuck, watch our webinar: calls to action and offers that convert. 3. Next, create a landing page. 4. Make sure you follow landing page best practices, and consider watching our landing pages webinar to really get it right. 5. Want some feedback on your landing page before you proceed? Post your landing page in our forum and ask for feedback. Your fellow HubSpotters will be happy to oblige! 6. You can view an actual HubSpot landing page to see what a pretty good one looks like. Note that the call to action and offer are very simple and clear. We are leaving no doubt in the mind of the visitor what we want them to do, and how they should do it. Note that the form isn't too long, and the navigation is hidden. 7. Once you have a good landing page with a solid offer, you're ready to drive traffic to the landing page. The sources of traffic you can drive to this page were covered in the Promote section of this methodology, namely Paid Search (PPC) and Email. Determine which source you'd like to start with, and launch a campaign to drive a bunch of visitors to your landing page. Make sure you use the Marketing Link Builder on the link for your landing page when you promote it so you can measure the results using HubSpot analytics. o Tip: The Marketing Link Builder will automatically add a Marketing Event with your campaign details. 8. You should now have leads! You can review your leads in the Leads area within HubSpot, and start assigning them to sales folks. If you use a CRM system other than HubSpot, you can export your leads and import them into your CRM. P a g e | 24 9. After driving a stream of traffic to your landing page, you will want to use the HubSpot Landing Page Dashboard to see how the campaign performed. You can also use the other analytics tools to hone the campaign and make improvements for next time. 10. If you are not using HubSpot landing pages, make sure HubSpot Lead Tracking is installed on your site and all your landing pages so you can track your leads and campaign performance in HubSpot. B. II. Convert Visitors to Leads (via Website & Blog) Overview As you produce remarkable content, optimize and promote it, you'll start to generate lots of traffic from myriad sources, like Google, social media sites, the blogosphere, etc. You will have essentially created a magnet that sucks in prospects from throughout the web. Now it's your job to convert them! The inherent challenge here is that when someone hits a page on your site or your blog, you don't actually know where that visitor came from or what is on her mind. Hence it's hard to design an offer specifically for that person. Hence you need to think about the following: 1. What are the range of conversion paths on your site? Where might people land, and what paths through your content might they take? 2. How do you put offers and calls to action along the most common paths so that you have the maximum chance of getting the "right" offer in front of a given visitor to maximize the chance of converting her into a lead? Step by Step 1. First, think through the offers that you think will most appeal most broadly to prospects and visitors who find you online. You can probably re‐use some of the offers you created in the last section of this methodology: Convert Visitors to Leads (via Landing Pages). If you need a refresher on offers or you haven't finished that section of the methodology yet, read steps 1 and 2 in the last section now. 2. Next, you'll need to get your offers on solid landing pages. Again, if you've already completed the Convert Visitors to Leads (Targeted) section of this methodology, you should have built at least one landing page, and you can re‐use that now. Alternatively, you can create pages on your website that are designed to convert. For example, you could create a page where people can download your latest whitepaper in the resources section of your website. 3. Before you proceed, make sure you have at least one page (either on your site or a landing page) where you offer something valuable to anyone who wants to fill out your form. You can't pass go without completing this step. 4. Next, you need to create "calls to action", which are short statements that grab a visitor's attention and spur him or her to action. The goal is to entice a prospect to do what you want them to do ‐ consider your offer and become a lead. Typical calls to action are things like : "Request a Demo" or "Download Our White Paper". Review calls to action best practices before proceeding, and if you get stuck watch our webinar on the topic. 5. Craft a call to action to entice folks to click through to your offer page. If you want some feedback, post your C2A in the HubSpot forums and your fellow HubSpotters will help you out. 6. Next, think through your conversion paths. That is, which pages on your site are likely to get significant traffic? One simple way to accomplish this step is to log into your HubSpot and click Search Marketing ‐> P a g e | 25 Page Grader. Identify your most popular pages (the ones at the top of the list) and click through to the pages. These are the pages where you need to place your calls to action. 7. Once you place your calls to action on your live pages, and those calls to action link through to your offer pages, you're done! The next step is to keep creating content, optimizing it and promoting it to drive traffic. 8. You should now have leads! You can review your leads in the Leads area within HubSpot, and start assigning them to sales folks. If you use a CRM system other than HubSpot, you can export your leads and import them into your CRM. 9. You can also use the other analytics tools to hone the campaign and make improvements for next time. 10. If you are not using HubSpot landing pages, make sure HubSpot Lead Tracking is installed on your site and all your landing pages so you can track your leads and campaign performance in HubSpot. B. III. Convert Leads to Customers Overview HubSpot has multiple tools for both marketers and sales teams to increase their close rate. It's great to get leads... but it's even better to get customers! Before your proceed, consider two important points: First, you need to set up HubSpot analytics and lead tracking before you can make use of these tools. Second, many of the tools and strategies below are not for marketing, but for Sales! That means you'll need to think through rolling out introducing these new techniques and tools to your Sales team. Step by Step 1. Warm up Cold Calls & Gain Insights with Lead Intelligence 2. Leverage Lead Grade to Call the Best Leads (HubSpot Medium or Large Only) 3. Increase Your Connect Rate With Lead Alerts (HubSpot Medium or Large Only) 4. Use Closed Loop Reporting to Drive Customers, Not Just Leads 5. Identify Hot Prospects and Account Activity with the Companies Tool 6. Import Leads to Enable Ultra Lead Targeting B. III. 1. Warm up Cold Calls & Gain Insight with Lead Intelligence Using HubSpot's lead intelligence is a great way to increase sales. We track all activity from a lead, including every page they visit! By setting up your site up properly you can help your sales team take advantage of this lead intelligence. This means taking pages that summarize a lot of content and building individual pages. For example: • Build a page for each service you offer, not just a 'services' page • Build a page for each product you offer, not just a 'products' page • For important concepts and competencies, build out those pages, i.e.: o Instead of building a page to cover all inbound marketing, build a page for SEO, one for content creation, one for social media, etc P a g e | 26 By building these unique pages instead of putting a lot of content onto one page, your sales team will get more insight into what a lead wants. For example, if HubSpot just summarized all inbound marketing on one page, then our sales team would know a lead is interested in inbound marketing. By building out a page for each major component of inbound marketing, we now know if a lead is interested in SEO, blogging, social media, something else, or some combination. Watch this webinar for more details and examples. B. III. 2. Leverage Lead Grade to Call the Best Leads (HubSpot Medium and Large Only) HubSpot has done a lot of research into how 'hot' a lead is based on website activity, such as frequency of visits, most recent visit, number of forms filled out, average time on site, and so on. As you would expect, we did find a correlation between lead activity and how strong a lead they there. So, we took this research and now use it to grade all of your leads! In the right hand column of your leads view, you'll notice the lead grade column. This column is a percentile score. This means if a lead has a grade of 70, then based on their activity on your site, we're saying they are better than 70% of your other web based leads. Use this information to focus on the hottest leads! B. III. 3. Increase Lead Reconversion Rates With HubSpot Lead Nurturing Someone filled out a form on your site or landing page and became a lead. Congratulations!!! But to really benefit from that lead, you need to convert her into a customer. How does that work? For most businesses there are a series of steps that move a lead down the funnel and closer to becoming a customer. Lead Nurturing is an automated way of advancing leads down your sales funnel to get them closer to a buying decision. Lead Nurturing means letting an automated series of emails entice your leads to take the "next step" in the process. Consider a "lead" that downloaded a whitepaper on your site or registered for a webinar. Before that lead becomes your customer, they will likely go through some of these steps: Doing a free trial Connecting with you on social media Reading your blog Visiting more pages on your website Downloading other whitepapers or responding to other offers on your site Talking to a sales person Typically, each of these steps is a very good sign because it means the lead is getting closer and closer to becoming a customer. P a g e | 27 Lead Nurturing is the art and science of crafting a series of emails that get automatically sent to your leads after they first convert to get them to take more steps down your funnel without you doing a thing!! Marketers that use lead nurturing typically get a much higher conversion rate of leads into customers. You’ve probably invested a lot of time and effort to get your leads in the first place. It would be crazy not to invest the additional bit of effort to create Lead Nurturing campaigns that ensure that as many of those leads as possible become customers. If you have even just one form or landing page hooked up to HubSpot, DO NOT REST until you have at least 1 Lead Nurturing campaign actively maximizing the chance that those hard‐earned leads become customers. According to Marketing Sherpa, 70% of your leads will end up buying something from you or one of your competitors, but they won’t do it right away! Lead Nurturing lets you keep progressing those leads down your funnel and stay top‐ of‐mind so that when they are ready to buy, there’s a good chance they’ll buy from you, and not one of your competitors. Even if you or a sales rep contacts every one of your leads, you should set up Lead Nurturing to keep your leads moving down your funnel in parallel with your human‐based efforts. Setting it up Determine the steps that your leads should take to move closer to becoming a customer. These steps might be things like reading your best blog articles, visiting specific pages on your site, requesting a demo, trial or consultation, or connecting with you on social media. Come up with a list of steps you’d like leads to take that would indicate the lead is getting more engaged with you. Review the offers/forms/landing pages on your site, and for each one list the "next steps" you’d like those leads to take. At this point, you might like to review some examples of Lead Nurturing campaigns from other HubSpot customers to get further inspiration. You may also want to review our Lead Nurturing FAQs before setting up your first campaign. Pick a form or landing page to get started with, and create your first campaign by following these instructions. If you have any questions about how to set up your campaign, call our support team and they’ll be happy to help you get your first campaign launched. It’s a good idea to try to follow the instructions to create your first campaign before calling support so you have specific questions to focus on with our technicians. Measurement & Optimization The key metrics to measure for your Lead Nurturing campaigns are (1) click‐through rates, and (2) unsubscribe rates. The click‐through rate is the % of people who clicked on a link in the email. This should be at least 1.5% for a good campaign. The unsubscribe rate is the % of people who click the "unsubscribe" link at the bottom of the email (this link is included by default and required by law). The unsubscribe rate should be less than 5% for a good campaign. Review your statistics regularly and "tune" your campaigns until they are functioning well. Things to consider if your statistics aren’t where you’d like them to be include: The wording of the subject line The wording of the email The offers or "next steps" you are promoting in the email P a g e | 28 The timing of the email (too late or early in the lead’s life cycle) Is the information in the email or offer truly valuable to the lead? B. III. 4. Increase Your Connect Rate with Leads Alerts (HubSpot Medium and Large Only) If your sales team is like most, it's not easy getting good leads on the phone. Marketing provides you with fantastic leads, you call to qualify them, but you miss them. You call again, but you miss them again. And again. It gets frustrating. Now, HubSpot Medium and Large customers have a simple way to cut down on missed connections: HubSpot's new lead visit alerts feature. When one of your leads comes back to your site, HubSpot will immediately send you an email to let you know. That means you'll be able to call those great leads while they're on your site, ready to find out more about your company. The long and the short of all this: Your sales team can now spend more time closing and less time calling. General Information With the Lead Visit Alert feature, when an existing lead visits your website, HubSpot sends an email within 15 minutes alerting you of the visit. The email includes a link to the lead details page (Leads > View) where you can check what pages have been visited, forms that have been filled out, and geographic details. This feature is currently only available for customers on the HubSpot Medium or Large product. Subscribe to Lead Visit Alerts To subscribe to alerts click on the Settings page > Lead Visit Alerts, then click Subscribe. The lead visit alert email will be automatically sent to new users added to your HubSpot portal. For customers who are integrated with Salesforce, the lead visit alert email will automatically be sent to the Salesforce lead owner. At this time there is no web interface for Salesforce lead owners to update their subscriptions, though Salesforce lead owners can use the links in the email to unsubscribe. Unsubscribe from Lead Visit Alerts Each alert email has a link to disable future alerts for that specific lead or for all alerts. Only one alert is sent per lead in a 24‐hour period; the visitor may return several times in a single day, but only one alert will be sent. HubSpot users also have the ability to manage their alerts in the HubSpot portal. On each lead detail page (Leads > View) there is a checkbox to subscribe/unsubscribe to alerts for that specific lead. You may also visit the Settings page under Lead Visit Alerts and subscribe or unsubscribe to all alerts. B. III. 5. Use Closed Loop Reporting to Drive Customers, Not Just Leads Closed‐loop reporting enables you to identify the marketing programs that drive not only traffic and leads, but also customers. This provides the ultimate insight into which of your marketing programs have a positive ROI. For full details on setting up and using this feature of HubSpot, see one of the following guides: P a g e | 29 1. Standard closed‐loop marketing 2. Closed‐loop marketing with Salesforce.com B. III. 6. Identify Hot Prospects and Account Activity With the Companies Tool Check the Convert > Prospects tool to see which companies are visiting your site online. Overview This tool shows you the companies that are visiting your website. If you see "Oracle" listed, that doesn't mean you got visitors from the Oracle website – it means people who actually work at Oracle came to your site! You can also drill into a visitor to see how they spent their time on your site. The Leads > Companies feature is especially powerful when reviewed in a weekly sales & marketing meeting. Best Practices & Use Cases You can click on a company name to see how many people from that company are visiting your site as well as the total number of page views from that company. You can click "Visitors" or "Page Views by All Visitors" for a company to see which pages each visitor looked at on your site ‐ and get insights into what their interests are. P a g e | 30 You can export the content of a current view to Excel by hitting the "Export" button at the bottom right of each screen. There's an "Email This Link" button as well as an option to copy the link. This allows you to share what you're looking at with anyone else who might benefit from knowing about it! How to Use It Find companies ripe for a phone call. If you notice a lot of visitors from a company in your target market visiting your site there might be enough interest there for you to call in and start the sales process. Click the "View Full Company Details" link for a given company to see the locations visiting you ‐ that way, you can see which division or geographic location you might want to call. Go close some deals! "Go fishing" for leads. If you see visitors from a prospect company repeatedly going to particular pages but not turning into leads, you can "go fishing." Think of a call to action that would appeal to those visitors based on they're interested in ‐ you know what it is based on the pages they're visiting ‐ then put that call to action on those pages. With a targeted call to action in place you stand a much better chance of turning one of those prospects into a lead. Identify prospects by sales region. You can use the "Filter" drop‐down menu to show prospects by US State. If you have sales teams assigned to certain regions you can easily see how well they are doing generating interest by state. You can also train regional sales leaders to pull these reports themselves so they can identify regional prospects showing interest in your site, reach out to them and close deals. • See if an existing lead is engaged. If a sales rep has access to HubSpot, she can use Prospects to see whether anyone from a company she is pursuing is actually visiting the site. Maybe she hasn't gotten a call back yet or maybe her email hasn't been returned, but if that prospect is on your site, it's worth her continued effort because they're actually engaged. Improve relationships with existing customers. If you see an existing customer listed in the Prospects tool, drill down and see what pages visitors from that company are checking out. It could be that they're interested in subjects, products, or services of which you were unaware. Armed with that knowledge, you can do much more effective relationship management ‐ and even upselling. See what your competitors are looking at. Competitors are likely to come to your website but very unlikely to fill out any forms and become leads for you ‐ after all, they'd be alerting you to their presence, which they likely want to avoid. You can use Prospects to keep an eye out for competitor companies, then drill down and see which pages your competitors are visiting on your site. Knowing what it is among your offerings that competitors find interesting can be invaluable. P a g e | 31 Keep an eye out for companies you're currently talking to. If you see that a company comes to your site and check out certain pages after you've delivered an RFP you'll have a clearer picture of how engaged they are and what they're interested in. This information allows you to be extremely informed as talks with the prospect continue. Include screenshots of the Prospect tool in your weekly or monthly marketing reports. We've found that screenshots of Prospects go over very well at weekly or monthly marketing meetings ‐ everyone from sales reps to the executive team is interested in knowing what sorts of companies are nosing around the website. B. III. 7. Import Leads to Enable Ultra Lead Targeting Lead Import is in beta, so if you find inconsistencies please forgive us! Just log a ticket and we'll fix it. The new Lead Import function allows you import leads into your HubSpot that were generated from sources other than your website, like trade shows, partner sites, direct mail, etc. By importing leads to your HubSpot you'll be able to track those users for future conversion activity on your website. For example, if someone you spoke with at a trade show comes back to your website and downloads a whitepaper you might have a difficult time matching those two events. If the lead has been imported to HubSpot and uses the same email address, we will match them together and you will have a more complete view of their activity and interest. Setting it Up The Lead Import (beta) can be found by clicking on the Leads tab, then Import. First, you'll need to create a .csv file of the leads you want to import. Once you confirm the user agreement, select the type of campaign the leads were generated from (blogosphere, direct mail, email, etc.) and browse for the .csv lead file on your computer. The next screen shows you all of the fields available in your spreadsheet, the fields in HubSpot (or Salesforce.com if you currently have your HubSpot integrated), and a couple of sample data rows. Map the data from your file to the fields in HubSpot or Salesforce. Available Fields to Map for Import • Address • Campaign Details • City • Company • Email • Fax • First Name • Job Title • Last Name • Phone • Salutation • State • Website P a g e | 32 Once you have mapped all the fields, click import and the processing will start. Don't close the browser window! We will show you a results screen indicating how many leads we imported and if we failed to import any. Leads are not imported if the email address already exists in the system. Salesforce.com Integration If you currently have the Salesforce.com integration, any imported leads will automatically be imported to Salesforce. If you have assignment rules set up, they will be routed and assigned to sales representatives accordingly. You cannot assign the leads to specific sales reps via HubSpot, this must be done in Salesforce. Review Your Leads Once complete you can view your imported leads under Leads > View. If you did not set a conversion date as part of your imported fields then the conversion date default to the date of import. How This Impacts Your Other HubSpot Applications It doesn't! The leads you import using the Import (beta) tool will not show up in your conversion rates or graphs in any of the other applications, at least initially. When you first import leads they are isolated to the Leads table in Leads‐View. If one of these leads later converts on your site again, then that lead will show up in all the other HubSpot tools and will be treated as a repeat lead. C. Analyze & Repeat Overview You've done the setup and the basics. Congratulations. You joined the gym. Now it's time to work out every day! HubSpot is like a treadmill, and the treadmill doesn't run by itself. The statistic mentioned at the beginning of this methodology warrants reiteration: HubSpotters who thoroughly implement this methodology while regularly using HubSpot software achieve average growth in traffic and leads of 10‐30% per month. Keep it up and it will work. Good luck! Sections 1. Using HubSpot Every Day 2. Using HubSpot Every Week 3. Using HubSpot Every Month C. I. Using HubSpot Every Day Overview As your work ebbs and flows and your priorities shift, you may choose to do more or less inbound marketing every day. This section outlines the activities we see successful marketers doing with HubSpot on a daily basis. Basically, every day we want you to (1) analyze, (2) publish, and (3) be social. P a g e | 33 Activities 1. Sit down with a cup of tea and review your HubFeed 2. Comment on a few articles 3. Post interesting articles to your web voter/link blog 4. Check your traffic, leads and landing page conversion rates 5. Write, optimize, publish & promote a blog article C. I. 1. Sit Down with A Cup of Tea and Review Your HubFeed On a daily basis, your HubFeed will provide you with action items that are custom‐tailored to you and your inbound marketing strategy. Each event brought up by the HubFeed is there for a reason ‐‐ because it warrants your attention. You can proceed through your daily items in whatever order you want, but we recommend that you not let them pile up. Rome wasn't built in a day, but by following the advice on your HubFeed and accomplishing a few quick tasks each day, you'll make tremendous strides in the long run. Particularly when it comes to interacting in the blogosphere and on social media sites, you want to take part in the conversation on a regular basis, as opposed to being a sporadic participant. Following each opportunity that the HubFeed presents to you will help you build a presence on Del.icio.us, Digg, LinkedIn, as well as other blogs and social media sites. The HubFeed will also inform you of new leads and inbound links, which are important to keep up with on a daily basis because they'll help you to measure and optimize the effectiveness of your landing pages and link campaigns (respectively) on an ongoing basis. The HubFeed will also track the performance of your blog in the Technorati rankings along with the traffic ranking of your site as a whole. These are mainly high‐level analytics that are best analyzed over the long term. For more information on the HubFeed, as well as an explanation of it's different features and how it works, check out the HubFeed Product Guide. C. I. 2. Comment on a Few Blog Articles As you read through the articles you find via HubFeed, try to think of interesting and insightful comments you might be able to leave. As a general rule in the blogosphere, your comments should always add value to the overall discussion. For instance, "nice article" or "I agree" aren't exactly insightful comments. If you start leaving interesting and insightful comments on a bunch of blogs relevant to your industry, you'll develop a reputation on these blogs as a thought leader. This can work in your favor as others will find your business through the link attached to your comment. Additionally, the blog author can take notice. This is a critical component of the blog engagement process. Important Note: Don't be overly promotional in your blog comments. If your service or product is highly relevant to the discussion and clearly addresses a need, then give it a subtle mention after adding your comment to the P a g e | 34 discussion. Treat it like a cocktail party. You wouldn't just walk up to someone and tell them to go look at your business, would you? C. I. 3. Post Interesting Articles to Your Web Voter/Link Blog After commenting on an interesting article, you may want to consider adding it to your Web Voter for community voting and commenting. By periodically adding one to two articles each week about what's going on in your industry, Web Voter will allow you to gather a collection of bookmarks available as reference for you as well as your customers. Over time, you could develop a genuinely valuable archive of content pertaining to industry. Should you build up a top‐flight resource that is genuinely valuable to others in your industry, it's a pretty safe bet that your Web Voter will be a solid target for a high number of inbound links! A great example of how we use Web Voter here at HubSpot can be found at links.hubspot.com For extra information check out the Web Voter Product Guide. C. I. 4. Check Your Traffic, Leads and Landing Page Conversion Rates One of the most important parts of any successful inbound marketing strategy is continually measuring the progress of your efforts and optimizing accordingly. Each day you'll want to monitor how much traffic your site is getting, as well as where that traffic is coming from (via the referrers tab). Hopefully, a solid chunk of traffic is clicking through to you after searching on a keyword relevant to your site. You'll want to check the Visits By Keyword application to make sure that you're tracking progress across each keyword that people are using to find you. If there are specific keywords that are generating more leads than others, it would be a solid idea to create more content around them. You can do this through blog posts or even a Web Voter of content on the subject. Continually monitor the conversion rates of your landing pages via the landing page dashboard. If your conversion rates aren't as high as you'd like, make sure that you've implemented HubSpot's best practices ‐‐ or build a new landing page to try something different! Most importantly, use the shifts you see in your analytics to drive the next steps of your inbound marketing strategy! If a new lead has come through in the past 24 hours, congratulations! Utilize HubSpot's lead intelligence to analyze how they found your site in the first place. Determining which avenues provide your site with the most qualified traffic is a huge advantage when it comes to spending your time most efficiently. C. I. 5. Write, Optimize, Publish & Promote A Blog Article Write a new blog article every day. To the search engines, each blog post counts as an indexed page for your domain. Grow your domain's footprint, and you'll grow your authority on the web. Furthermore, after a while you'll have a solid archive of information available to your readers on your subject of expertise. It is these comprehensive anthologies that generate the largest amount of inbound links. Remember every blog post or new page of content you create is another opportunity for your site to rank for one or more new keywords. P a g e | 35 Optimize each blog entry for the search engines using the same On‐Page SEO best practices that you learned in Section A of our Methodology. Publish your article. Don't set it on the backburner for one last edit. Blog posts are supposed to be conversational in nature, and shouldn't read like they've been edited a dozen times. Leave that style behind with your term papers. Professionalism is good. Rigidity isn't. Promote your new article. Make sure you've got social media buttons at the top of each post so that your readers can easily spread your content using their favorite social networking tools. Tweet about your new article and why it's interesting. Digg it. Spread the word! C. II. Using HubSpot Every Week Overview We typically see successful marketers performing these activities on a weekly basis. Activities 1. Analyze Campaign & Landing Page Performance 2. Review the words and phrases prospects are using to find you online 3. Identify companies that are finding you online before they become leads 4. Analyze blog article performance C. II. 1. Analyze Campaign & Landing Page Performance Each week you should check the progress of your new campaigns, whether they be e‐mail, social media, or print driven. Hopefully you've utilized the Marketing Link Builder to clearly and easily track the progress each of your campaigns are making. Click over to your Referrers and Traffic tabs to check for spikes. If you've been utilizing Marketing Events as well, you'll be able to properly attribute certain spikes in traffic to the launch of a specific campaign. Generally, these campaigns will be structured around driving traffic to one of your landing pages. Provided you're following landing page best practices, you'll always have a few opportunities for people to convert throughout your website. Check the conversion rate of each of your landing pages. Are you making it as simple as possible for a visitor to convert on this page? Have you removed all distractions? Is there a clear cut call to action on the page? If all else fails, search through your landing page that has the highest conversion rate to date and see how you can edit the others to conform to your own site's best practices. C. II. 2. Review Words and Phrases Prospects Are Using to Find You Online Once a week, check the Visits By Keyword application to gather information on what terms prospects are using to find you online. Filtering through different time periods, you'll see which of these search terms ultimately generate the most leads. P a g e | 36 Since we want to focus on qualified traffic whenever possible, special emphasis should be placed on those search terms that are driving QUALIFIED traffic to your site. Keywords with higher conversion rates are even more important for your site to rank highly on, so you should adjust accordingly. C. II. 3. Identify Companies That Are Finding You Online Before They Become Leads Check the Leads > Companies tool to see which companies are visiting your site online. Overview This tool shows you the companies that are visiting your website, not just the campaigns and referring sites. If you see "Oracle" listed, that doesn't mean you got visitors from the Oracle website... it means people who actually work at Oracle came to your site! That means long before getting a lead you can see whether people from 'Company X' are visiting your site. If you drill into a company you can see how many people from that company are checking out your site, and if any of them convert into leads that shows up too (if you've installed lead tracking, which you should). You can also drill into a visitor to see how they spent their time on your site. The Leads > Companies feature is especially powerful when reviewed in a weekly sales & marketing meeting. Best Practices & Use Cases • In some cases you can start the sales process with an organization even before they become a lead. If you notice a lot of people from a company in your target market visiting your site, that might indicate that there is enough interest there for you to call in and start the sales process. This is especially powerful because you can drill into the company and see which locations are visiting you. So if the company is IBM, you can see which division or geographic location you might want to call. Go close some deals! • If a sales rep has access to HubSpot, she can use Companies to see whether anyone from a company she is pursuing is actually visiting the site, which should indicate interest. Maybe that sales rep hasn't gotten a P a g e | 37 call back yet, and maybe her email hasn't been returned by the prospect. But if the prospect is on your site, the rep should keep at it because there is definitely interest in that prospect company. • Let's say you've got two leads, one from company A and one from company B.You can use Companies to see just how serious those companies are about you and thus how good the leads are! Drill into company A, and maybe you'll find that there is one visitor from that company (the guy who filled out your form). He came to your site once, viewed 4 pages, then converted. Then check out company B. Maybe you'll see that 14 people have visited you from company B, and they've each viewed around 40 pages, including some of your blog articles. Not only that, they are from 3 different States, indicating different locations. That's a hot lead! • Marketing folks should consider showing a screen shot from the Companies tool in their monthly report to show the top 10 most interested companies consuming their web content (blog, web voter, etc.). Marketing folks can also use this front page as part of a weekly sales meeting. At HubSpot, our marketing team simply shows the Companies tool to our reps every week to show the types of organizations where we are generating interest. • You can use the View By drop‐down in Companies to filter by country or by US State. That means if you have sales teams assigned to certain regions you can easily see how well they are doing generating interest in various organizations by State. You can also team regional sales leaders to learn how to pull these reports themselves so that they can reach out and close deals at companies where you are generating interest even before you've generated a "lead" through a conversion. C. II. 4. Analyze Blog Article Performance Periodically checking on the progress your articles are making in the blogosphere is a good idea. Using HubSpot's Blog Analytics, you can filter your articles by the amount of inbound links and comments they've generated. Since the more links and comments an article gets, the better, it's a good idea to stick to the topics that are generating the highest number of inbound links and comments when determining what to blog about. We stress the importance of blog articles as opportunities to increase your authority on the web and rank for keywords. Using Page Grader's integration with Blog Analytics, you'll uncover any potential SEO opportunities that you've overlooked on each page. Click on the name of an entry to view its Page Grader Report. C. III. Using HubSpot Every Month Overview Marketing mavens tend to perform these activities on a monthly basis. Activities 1. Develop Strategy for the Coming Month 2. Add upcoming marketing events to HubSpot 3. Create your monthly marketing reports 4. Create a new landing page and a new call to action 5. Conduct an email campaign to nurture your prospects 6. Analyze Keyword Ranks Overall and Relative to Competitors P a g e | 38 C. III. 1. Develop Strategy for the Coming Month At the beginning of each month, track where you stand relative to your competitors from an internet marketing standpoint. Provided you've been proactive in keeping your Competitors tab populated with the other players in your field, HubSpot allows you to keep tabs on how you and your competition are performing on those statistics that matter most. You can use these top‐level statistics to plan your strategy for the next month. Does your chief rival have double your indexed pages, and yet you've got them aced when it comes to inbound links? It might be time to double up on your blogging efforts, since each new blog entry adds another indexable page to your domain. The point here isn't to become strictly reactionary. It's to quickly and accurately identify those areas in which you're lacking relative to the competition, and set an actionable plan to utilize HubSpot over the coming month to either close a gap or extend your lead in a specific area. C. III. 2. Add Upcoming Marketing Events to HubSpot If you have a noteworthy event coming up over the course of the next month, add a Marketing Event to your analytics to chart it. You can post‐date events so that they'll automatically populate as time goes on. For instance, if you are running a PPC campaign that begins on the 15th of the month, then make sure you post date an event at the beginning of the month so as not to forget and misattribute a possible spike in traffic. Speaking at an event or attending a trade show? Mark it down! The goal as always is to properly attribute any spikes (or potential declines) in traffic. The more information, the better. C. III. 3. Create Your Monthly Marketing Reports When building your monthly reports, it's a good idea to give whoever your reporting to an idea of your progress in the following areas: • Referral Sources (Where is my traffic coming from?) • Organic Search (Is my organic traffic increasing or decreasing?) • Conversion Rate (What is my overall website conversion rate?) • Blog subscribers (Have we gained or lost subscribers?) • Inbound Links (Where do we stand relative to our competition?) • Keyword Ranking (Where do we rank on our 10 most important keywords? What about our competition?) While some people will prefer to use the "print screen" function, you can actually right‐click on most of the graphs on HubSpot and simply copy the image over to an e‐mail or PowerPoint. HubSpot also has a Marketer's Guide to Reporting webinar that will help you use HubSpot graphs and charts to build your monthly reports for the rest of your company. Templates for the featured charts and graphs can be found on the landing page for the webinar (link above). P a g e | 39 C. III. 4. Create A New Landing Page and A New Call to Action At least once a month you should develop a new campaign around a landing page with a call to action. You can always archive the valuable piece of content from your last campaign in a "Resources" section of your website, so it will still be available to new visitors. Your new call to action can be a next step in a series that began with your last campaign, or it can be something entirely different. It's a good idea to make your decision based on the conversion rate of previous landing pages, as well as the quality of the leads they generated. Don't forget to keep in mind your best practices on landing pages as well as calls to action when creating your new campaign. C. III. 5. Conduct An Email Campaign to Nurture Your Prospects E‐mail marketing differentiates slightly from your typical call to action/landing pages. Typical calls‐to‐action grab people that are finding your site for the first time from the search engines, blogs, and social media sites. In an e‐mail campaign, you're working off of a list your recipients have opted into. These are already technically leads, so you should offer them something exclusive that no one else will receive. Don't forget to use the Marketing Link Builder to track the traffic you generate from your e‐mail! C. III. 6. Analyze Keyword Ranks Overall and Relative to Competitors At the start of each week, check the progress you've made on your favorite keywords using the Keyword Grader application. Which of your favorite terms have you increased your ranking for? If you've declined in the past week, don't worry. We're really only concerned with your progress over time, so filter by a few months and check your progress that way. If you're trending downward steadily, it's time to reassess your efforts. Next, filter on all of your keywords and check your rankings. Any big surprises? Any new keywords that you'd be wise to build out some content or blog posts around? Check off the "View By Competitors" option to bring up how you're ranking in comparison to your competitors. If one of your competitors is ranking higher than you on a specific term, it's going to be time to build out some new content around these keywords in order to improve your rankings.