A Day in the Life of an Inbound Marketer


                                Jordyne Wu
                            Inbound ...
Housekeeping Items
 • Today’s webinar is scheduled to last 1 hour
   including Q&A

 • All dial-in participants will be mu...
Agenda

 •   Why inbound marketing?
 •   What are the most critical tasks?
 •   How do you spend your week?
 •   What do y...
Why Are You Here?

 • Why inbound marketing?
     • It Works
     • It’s Cheaper
 •   What are the most critical tasks?
 •...
Outbound Marketing
Outbound Marketing Is Dead



           800-555-1234
           Annoying
           Salesperson
Inbound Marketing
Inbound is Cheaper




  Respondents were asked to rate the relative cost of each lead channel as “below
           averag...
Inbound Marketing is a System


                                     Get
                              1
                 ...
Does That Mean You Never Sleep?




    Or must become a Mutant Marketer?
No. Work Smart to Meet Your Goals
 • Why inbound marketing?
 • What are the most critical tasks to
   inbound marketing su...
Poll

     • Where would you like to concentrate
       your inbound marketing efforts the
       most?
        • Get Foun...
How Do You Get Found?
                                           Get
                                          Found



  ...
1. Start Blogging
                                                 Get
                                                Fou...
2. Optimize Your Blog Articles
                                            Get
                                           ...
3. Promote Your Blog
                                  Get
                                 Found



                     ...
What’s Next?
 • Why inbound marketing?
 • What are the most critical tasks to
   inbound marketing success?
     • Get Fou...
1. Draw Visitors to a Place to Convert
                                             Get
                                  ...
Landing Pages Convert How Much Better?
Create or Buy Call to Action Buttons
                                                 Get
                                ...
2. Use Landing Pages to Boost Conversion
                                                  Get
                           ...
Do You Know What’s Working?
 • Why inbound marketing?
 • What are the most critical tasks to
   inbound marketing success?...
1. Track Where Your Traffic is Coming From
Track Your Traffic, Leads and Customers
The Highest ROI Tasks

Get Found:   Create Blog
             Optimize Page Title, URLs, Headers
             Promote Twitt...
Agenda

 •   Why inbound marketing?
 •   What are the most critical tasks?
 •   How do you spend your week?
 •   What do y...
An Inbound Marketer’s Week
 Day               Task
 Daily             15 min: Read, comment on blogs, Twitter, Facebook


...
Agenda

 •   Why inbound marketing?
 •   What are the most critical tasks?
 •   How do you spend your week?
 •   What do y...
Do yourself vs. delegate
                                                               Your     Your
Task                ...
You Can Delegate a Lot




30
Delegating Best Practices
 1. Choose on track record
Agenda

 •   Why inbound marketing?
 •   What are the most critical tasks?
 •   How do you spend your week?
 •   What do y...
Poll

     • How much time do you have to start
       on inbound marketing right now?
        • Minutes?
        • Hours?...
If you have MINUTES . . .
 Listen and participate in social media
If you have HOURS. . .
 Create, optimize and promote a blog article
If you have HOURS. . .
 Create one landing page
If you have DAYS. . .
 Create landing pages for each campaign
If you have DAYS. . .
 Create Call to Action buttons
If you have DAYS. . .
 Optimize Your Website
Beyond the Basics…
 Produce advanced content
Key Takeaways
 • You can spend as much or as little time as
   you want on inbound marketing

 • You can get started with ...
Next Steps

                                     Try our HubSpot Service Marketplace
Start a HubSpot Trial
               ...
We welcome your questions



                  Jordyne Wu
              Inbound Marketer
                     @jordyne



...
Thank you!

 Check out other upcoming webinars
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A Day In The Life Of An Inbound Marketer Final

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You could spend all day doing inbound marketing. Heck, you can spend all day just reading the Inbound Marketing Blog!

Where should you start? Where should you focus to get the most our of your or your team's efforts?

This 60 minute webinar plus Q&A will explain how to structure your day, leverage your internal and external resources to get the highest ROI from inbound marketing. Learn from two Inbound Marketers at HubSpot on how we prioritize tasks and projects, what's critical vs. nice-to-have, what we do ourselves vs. delegate and more tips.

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A Day In The Life Of An Inbound Marketer Final

  1. 1. A Day in the Life of an Inbound Marketer Jordyne Wu Inbound Marketer Kirsten Knipp @jordyne Product Evangelist @kirstenpetra
  2. 2. Housekeeping Items • Today’s webinar is scheduled to last 1 hour including Q&A • All dial-in participants will be muted to enable the speakers to present without interruption • Questions can be submitted via the Go To Webinar ‘Questions’ screen at any time • Get the slides & a recording of this presentation approximately 72 hours after we conclude http://www.hubspot.com/a-day-in-the-life-of-a- hubspot-marketer-archive/
  3. 3. Agenda • Why inbound marketing? • What are the most critical tasks? • How do you spend your week? • What do you do yourself? • What do you delegate? • What can you do in minutes, hours, days?
  4. 4. Why Are You Here? • Why inbound marketing? • It Works • It’s Cheaper • What are the most critical tasks? • How do you spend your week? • What do you do yourself? • What do you delegate? • What can you do in minutes, hours, days?
  5. 5. Outbound Marketing
  6. 6. Outbound Marketing Is Dead 800-555-1234 Annoying Salesperson
  7. 7. Inbound Marketing
  8. 8. Inbound is Cheaper Respondents were asked to rate the relative cost of each lead channel as “below average,” “near your average,” and “above your average”.
  9. 9. Inbound Marketing is a System Get 1 Found 3 Analyze 2 Convert Find the full methodology at success.hubspot.com
  10. 10. Does That Mean You Never Sleep? Or must become a Mutant Marketer?
  11. 11. No. Work Smart to Meet Your Goals • Why inbound marketing? • What are the most critical tasks to inbound marketing success? • How do you spend your week? • What do you do yourself? • What do you delegate? • What can you do in minutes, hours, days?
  12. 12. Poll • Where would you like to concentrate your inbound marketing efforts the most? • Get Found? • Convert? • Analyze? 12
  13. 13. How Do You Get Found? Get Found Analyze Convert Create: Blog Optimize: Page Titles, URLs, Headers Promote: Twitter, LinkedIn, Facebook
  14. 14. 1. Start Blogging Get Found • Establishes thought leadership Analyze Convert • Engages prospects & customers • Helps you rank on keywords • Attracts inbound links
  15. 15. 2. Optimize Your Blog Articles Get Found • Page Title Analyze Convert • URL • H1,H2,H3 tags • Page Text
  16. 16. 3. Promote Your Blog Get Found Analyze Convert
  17. 17. What’s Next? • Why inbound marketing? • What are the most critical tasks to inbound marketing success? • Get Found • Convert • Analyze • How do you spend your week? • What do you do yourself? • What do you delegate? • What can you do in minutes, hours, days?
  18. 18. 1. Draw Visitors to a Place to Convert Get Found Analyze Convert
  19. 19. Landing Pages Convert How Much Better?
  20. 20. Create or Buy Call to Action Buttons Get Found Analyze Convert • Action-oriented • Positive • Clear • Direct
  21. 21. 2. Use Landing Pages to Boost Conversion Get Found Analyze Convert • The Blink Test • Go Naked • Graphics Matter • Keep It Simple • Keep It Short
  22. 22. Do You Know What’s Working? • Why inbound marketing? • What are the most critical tasks to inbound marketing success? • Get Found • Convert • Analyze • How do you spend your week? • What do you do yourself? • What do you delegate? • What can you do in minutes, hours, days?
  23. 23. 1. Track Where Your Traffic is Coming From
  24. 24. Track Your Traffic, Leads and Customers
  25. 25. The Highest ROI Tasks Get Found: Create Blog Optimize Page Title, URLs, Headers Promote Twitter, LinkedIn, Facebook Convert: Leads using Call to Actions, Landing Pages Analyze: Website Traffic, Leads and Customers
  26. 26. Agenda • Why inbound marketing? • What are the most critical tasks? • How do you spend your week? • What do you do yourself? • What do you delegate? • What can you do in minutes, hours, days?
  27. 27. An Inbound Marketer’s Week Day Task Daily 15 min: Read, comment on blogs, Twitter, Facebook Monday 30 min: Create and optimize blog article Tuesday 10 min: Publish and promote blog article 20 min: Create landing page for upcoming PPC campaign Wednesday 10 min: Launch landing page and PPC campaign 20 min: Analyze website and blog traffic and conversions 30 min: SEO website for 3 keywords Thursday 20 min: Analyze email campaign and landing page conversion; test and tweak landing page 10 min: Email colleagues blog writing ideas to develop blog editorial calendar Friday 30 min: Work on an eBook to put behind conversion forms • Total Time on Inbound Marketing: 4 hours • Target 2 – 4 hours on Inbound Marketing per week
  28. 28. Agenda • Why inbound marketing? • What are the most critical tasks? • How do you spend your week? • What do you do yourself? • What do you delegate? • What can you do in minutes, hours, days?
  29. 29. Do yourself vs. delegate Your Your Task You Company Agency Inbound Marketing Strategy x x Get Found Create Content: blog articles, website pages, etc. x x x Optimize for On and Off-Page SEO x x x Promote in Social Mediasphere x x x Convert Visitors to Leads via Call to Action buttons and x x x Landing Pages Leads to Customers via Lead Intelligence x x Analyze x x You need to understand Strategy and Analyze
  30. 30. You Can Delegate a Lot 30
  31. 31. Delegating Best Practices 1. Choose on track record
  32. 32. Agenda • Why inbound marketing? • What are the most critical tasks? • How do you spend your week? • What do you do yourself? • What do you delegate? • What can you do in minutes, hours, days?
  33. 33. Poll • How much time do you have to start on inbound marketing right now? • Minutes? • Hours? • Days? 33
  34. 34. If you have MINUTES . . . Listen and participate in social media
  35. 35. If you have HOURS. . . Create, optimize and promote a blog article
  36. 36. If you have HOURS. . . Create one landing page
  37. 37. If you have DAYS. . . Create landing pages for each campaign
  38. 38. If you have DAYS. . . Create Call to Action buttons
  39. 39. If you have DAYS. . . Optimize Your Website
  40. 40. Beyond the Basics… Produce advanced content
  41. 41. Key Takeaways • You can spend as much or as little time as you want on inbound marketing • You can get started with bite-sized tasks that are still high ROI • You can leverage internal and external resources
  42. 42. Next Steps Try our HubSpot Service Marketplace Start a HubSpot Trial http://services.hubspot.com http://www.hubspot.com/free-trial/
  43. 43. We welcome your questions Jordyne Wu Inbound Marketer @jordyne Kirsten Knipp Product Evangelist @kirstenpetra
  44. 44. Thank you! Check out other upcoming webinars
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