#11 IMU: Inbound Marketing Review

Inbound Marketing Exam Review
Professor: Mike Volpe, HubSpot

Mike Volpe
Twitter: @mvolpe
VP of Inbound Marketing
@HubSpot

Exam Study Guide
Inbound vs. Outbound Marketing
Get Found
Create
Optimize
Promote
Convert
Calls to Action
Landing Page
Lead Qualifying
Email Marketing

Analyze
Conversion Rates
Closed‐Loop Reporting
Marketing Measurements
Landing Page Effectiveness

Inbound Marketing
Process
Tools
Get Found

Publish
Promote
Optimize

Convert

Test
Target
Nurture

Get Found

Content Mgmt
Blogging
Social Media
SEO
Analytics

Convert

Offers / CTAs
Landing Pages
Email
Lead Intelligence
Lead Mgmt
Analytics

Get Found
Convert

Get Found - Create
Marketing Persona
Goals of Blogging
Blog Articles
eBooks, video, audio, PPT, etc.
Commenting on blogs
Create content useful & interesting to your persona (not you!)

Get Found - Optimize
Search engine optimization (SEO)
Organic vs.Paid Search
How to evaluate keywords
On-page vs. Off-page SEO
Title tag (page title)
Page content & Image Alt text
Links (anchor text)
Be attractive to Google and people

Get Found - Promote
Promote content in social media
Get more visitors (viral)
Get more links for SEO
“Be interesting”
Make relevant friends by being helpful

Get Found - Promote
Facebook (business page)
Twitter
LinkedIn groups
Integrate blog with social media
Building (your own) community

Get Found - Convert
Convert visitors into leads
Convert leads into sales
Offers & Calls to action
Landing pages
Lead qualifying
Email marketing (nurturing)
Keep things moving to the next step in the process

Get Found - Analyze
Compare: What works, what doesn’t?
ROI: Was it worth the time/money?
Closed-loop marketing/reporting
Lead scoring
Visitors/leads/sales
Conversion rates
Measure to understand and improve

How do I implement this stuff?
Live Webinar: Thursday, June 25th at 3:00pm EDT (GM-5)
“How to Implement Inbound Marketing Using HubSpot”
Register for the free webinar: http://www.hubspot.com/implement-inbound-marketing
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Who’s ready to pass?
Q&A
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe