Larry Levenson talks about the importance of process in achieving and maintaining measurable results in your marketing.

1. Establish Processes to Achieve
Measurable Results
Almost all quality improvement comes via simplification of design,
manufacturing... layout, processes, and procedures.
~ Tom Peters

2. Presented by:
Larry Levenson
Co-founder, Sensible Marketing
Larry@SensibleMarketing.com
www.SensibleMarketing.com
2

3. Studies show that banging your head on your
desk isn't good for you...
I would try to avoid that.
3

4. Are you the go-to person in your organization?
4

5. Why take time to document processes?
5

6. In our work, we use a lot of documented assets:
5. Meeting agendas, notes and recaps
1. Contracts
2. Detailed timelines
4. Marketing strategy document
3. Email recaps of completed tasks
6

7. Some processes we use regularly
Personal Processes Work Processes
Hiring Practices
Morning Routine
Exercising
Cooking Meals
Paying Bills
Payroll
Meetings
Workplace Safety
New Hires
7

8. One of the most
common workplace
processes is the
Payroll Process. 8

9. Process = Standard Operating Procedure
The most successful entrepreneurs know the key to scaling any business
lies in your standard operating procedures.
9

10. The same principle holds true for
inbound marketing processes.
We used to simply DO inbound marketing.
Now we can tell you exactly HOW WE DO inbound marketing!
10

11. How to Write a Blog post:
1. Write the blog post.
2. Find images to be used in the post.
3. Choose appropriate content offer and CTA.
4. Format and optimize the post.
5. Create a social media image to promote the post.
6. Schedule social media promotions.
7. Publish and email to subscribers.
8. Analyze post performance.
11

12. Well, not quite . . .
That’s a complete process, right?
12

13. A sample process:
Write a Blog Post
Campaign: [Persona name]: 3-month blogging
campaign
Deliverable: Blog post - How Inbound
Marketing & PPC Work Together
Task: Write a blog post
Steps: (as outlined)
Help:
Blog Post [title/topic]
Write COS Blog Post
From HubSpot Blog tool, Click “Write a Blog Post” in the right margin.
Click “SEO View.”
Select target keyword(s), click “Select keyword.”
Click “Full Post View.”
Enter post title (above).
Write a post of a least 400 words.
Include at least one link to an external website.
Include at least two to internal pages.
Create a 300x300px image with the same filename and ALT text as the blog post.
Add a CTA to the bottom of the post. Add second CTA if required by client.
Click “Options” at the top, define Author, select 2-3 topics, assign the campaign to the
name of the content offered in the CTA.
Write a Meta Description of no more than 150 characters.
Click “SEO View” and make sure all items are colored green.
Click “Save” and exit.
Create CTAs from Existing CTA Images
Upload CTA image(s) from GDoc to HubSpot. Put in the File Manager > docs folder.
Create CTAs in HubSpot from these images. Use the campaign name as the name of the
CTA and the ALT text, and link to the landing page.
Proof & Schedule COS Blog Post
Readability, Read post, check for grammatical errors, misspellings.
Format: image upper-right, h3 subheadings, featured image configured.
Images: Verify images have optimized titles and alt tags.
Links: Verify at least one external and two internal links with titles
13

14. 14

15. 15
Inbound marketing takes a lot of time and effort!

16. Save time
Gain efficiency
16

17. Inbound Marketing is a team sport
17

18. Allows for
experimentation...
Bwahahaha
18

19. What would
you want
to have
documented?
19

20. Documentation
should be open ,
transparent, and
thorough
20

21. Determine your documentation needs
Develop easily repeatable processes
Share everything
Document lots of things
Look beyond marketing to sales
How to get started
The real world
21

22. The Net Result for Us
1. New knowledge developed by team
2. Enhanced productivity (and sanity)
3. Everyone can do more without being overloaded
4. Moved from complexity to straight-line tasks
22

23. 23

24. Quick Recap
Saves time
Distributes knowledge
Removes marketing complexity; reduces it to straight-line tasks
Creates transparency
Builds corporate value
Documenting processes:
24

25. 25
Questions??

26. Share with Your Team
26
Coming to you in the next 24 hours,
along with each speaker’s slides.
Thank you!
Larry Levenson
Email: larry@sensiblemarketing.com