Jeff Valentine discusses Fonality's transition from an outbound marketing strategy relying on paid media to an inbound strategy using HubSpot's software. Some key points: 1) Fonality conducted an audit of their website and content to establish benchmarks and identify areas for improvement in SEO, links, traffic sources, and technical issues. 2) They re-evaluated how they spent money, finding content amplification more cost-effective than paid search. 3) Old content was re-optimized using SEO best practices to generate new organic traffic. 4) Content is amplified on social media and content recommendation platforms to reach new audiences. 5) Regular housekeeping keeps technical issues low and maintains a strong mobile

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HOW TO GROW YOUR
BUSINESS
Transitioning to an Inbound Marketing
Strategy & HubSpot's Software
Jeff Valentine
CMO, Fonality

2. Jeff Valentine
CMO @Fonality
@pariemus

3. 1. Our journey to Inbound
2. Challenges we faced along the way
3. How we transitioned from losing $ to making $
4. How we plan to continue down the road to inbound
AGENDA

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ROAD TO INBOUND

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ROAD TO INBOUND
2004
Founding
100% PAID
MEDIA
2008
Aggressive PPL
program.
100% PAID +
PPL
2010
New CEO
Increase PAID+
PPL
2011
100% PAID
Flops + CEO
Departs
Outsource Paid
+ Cut PPL
New CEO
Arrives
PAID + Organic
2012
Re-launches
on HubSpot
COS Platform
Inbound/Nurtu
re
2014 2015
TODAY =
Inbound
vs.
Outbound
Low
CPC/Low
CPL
CPL
Increased
Drastically
100K Paid
KWs on
Autopilot =
CPL cont’d to
increase
CPL
Decreases
20+%
LTV
Increase
s 7x
+12% Lead
Conv Rate

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“Marketing without data is like
driving with your eyes closed.“
- Dan Zarella

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Using tools such as SEMrush, Moz and Webmaster Tools we were
able to benchmark these major “road to inbound” KPIs:
– Paid Traffic vs. Non-Paid Traffic
– Top Paid & Non-Paid Converting Keywords
– Keywords Ranked #1-10
– Domain Authority
– External Links
– Total number of Crawl Issues
HOW WE SET A BENCHMARK

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KNOW WHAT YOU’RE
UP AGAINST
PHASE 1 – Audit your domain

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We focused on 3 main areas in our audit:
• On-Page SEO
• Broken links, images
• Duplicate titles and metas
• Page load time + MUCH MORE
• Off-Page SEO
• Domain registration with engines
• Business listings in trusted directories
• Active/optimized presence in relevant social sites + MUCH MORE
• Technical/Website SEO
• Links resulting in 404
• 302s vs 301s
• Site Speed
• Browser Compatibility
• Mobile Compatibility + MUCH MORE
AUDIT YOUR DOMAIN

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AUDIT YOUR DOMAIN
28% Increase
22.5K
June ‘14
31.5K
Aug ‘15
How we did this:
1. Cleaned out irrelevant
site links/Removed
links to sites with low
domain authority
1. Continued to launch
new content + relevant
links
1. Archived old
content/Old Industry
News Blog
1. Updated all outdated
content
EX: TOTAL EXTERNAL LINKS
1
2 3
4

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AUDIT YOUR DOMAIN
June ‘14
Aug ‘15
54% Increase
How we did this:
1. Launched new
blog/New content
marketing
plan/optimization
strategy
2. Lost credit for Old
Industry News content
that was retired
3. Properly archived older
content regaining credit
EX: TOTAL LINKS
1 2 3

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SPEND YOUR $$$
MORE EFFICIENTLY
PHASE 2– Re-evaluate what you consider “paid
media”

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PAID
KW – “Business Phone Systems”
Ranks #3 in Paid Terms
What $10K in Paid Search Gets Us:
104 Clicks
10 Leads
ORGANIC
KW – “Business Phone Systems”
Ranks #20 in Organic Terms
What $10K in Amplified Content Gets Us:
1,500 Clicks
135 Leads
EXAMPLE OF SPENDING MORE EFFICIENTLY

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QUESTION:
How many blog posts have you written, posted and
never thought about again?

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OPTIMIZE THE PAST
PHASE 3 – Use old content to generate
new traffic

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EX: “WHY SWITCH TO VOIP – 4 SIMPLE REASONS”
Launched + Promoted Post Reoptimized Post – All Organic Traffic
123% Increase in Traffic
last 5 months vs. ALL of 2014
July 2013 March 2015

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“why switch to voip”
Now Ranks #1
in Organic Search Results

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How did we do this?
1. Conducted new KW research
2. Included new target KWs in post titles and headers
3. Evaluated what other content we’re up against & updated meta descriptions using that intel
4. Improved quality of content wherever possible
5. Swapped images for fresher images
6. Added quotes and new data when possible
7. Added new internal and external links to fresher, more relevant content
8. Made conscious decisions on when to avoid updating URLs
OUR RECIPE

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RE-OPTIMIZED POSTS – ORGANIC GROWTH
102% Increase in Traffic
last 5 months vs. ALL of 2014
Reoptimized Posts

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OPTIMIZE THE PAST – WHERE TO START?
Identify top-viewed old posts that are still relevant today
Do your “keyword” research – are those terms being searched today? Are there new
ones?
Optimize your post using SEO best practices and be sure to build a target conversion
goal into the post.
Track everything!

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AMPLIFY YOUR
CONTENT
PHASE 4 – Get new content noticed
right away

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Why we started:
• Anecdotal evidence social conversation from amplification supplements organic efforts
• Low-cost way to build brand awareness and drive traffic to key blog posts and content pages
Where we focus:
• Facebook – Focus on small business
• Twitter - Large following, active competitors, large audience
• Taboola - B2B targeting through Bombora
• Very few others…Use LinkedIn sparingly due to high cost/mostly only for key executive thought leadership
What we spend:
• Started at about $3,500/mo.
• Currently trending approx. $10K/mo.
CONTENT AMPLIFICATION

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YTD AMPLIFICATION RESULTS
Current Avg:
$.75 CPE

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HOUSEKEEPING
PHASE 5 – Keep your house in order

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HOUSEKEEPING – TOP 5 CHECKLIST
1. Track potential penalties and schedule a routine audit to your inbox
2. Keep old content clean…consistently update
3. Create a plan for adding new assets to your site (Image size is a big deal)
4. Always test new pages on your mobile device and audit your mobile page authority
5. Have a plan of attack with your team when issues arise

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TOTAL CRAWL ISSUES YTD
7454 7327
6857
6462
4499 4414
4162
3822
0
1000
2000
3000
4000
5000
6000
7000
8000
Jan Feb Mar Apr May June July Aug
Total Crawl Issues
Decreased Issues
Over 50% in 8 Mo

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Other sources we found helpful:
• Google Trends
• Screaming Frog
• SpyFu
• SearchEngineWatch.com
• ClickZ
• Jeff Bullus
TOOLS WE USED

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DON’T FORGET
ABOUT MOBILE
PHASE 6 – In 2016, mobile is everything

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FONALITY.COM – MOBILE SCORE
90 97
2014 2015

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20+% of Total Traffic to F.com
50+% of Paid Search + Organic Traffic is Mobile
44% Increase in Mobile Lead Conversions YOY
How have we prepared for this?
• 100% responsive web site
• Mobile chat capabilities with our sales teams
• Optimized images for increased mobile page speed
HOW MOBILE HAS IMPACTED TRAFFIC YTD

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1. Mobile Searches will surpass desktop in 2016
2. Voice Search will be on the rise in 2016
3. Mobile will account for 72% of US digital ad spend by 2019
1. 50% Increase in Mobile Conversions YOY for Fonality.com
MOBILE PREDICTIONS FOR
2016

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WHAT HAS THIS
MEANT FOR US?
And where we’re focused now

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57%
With HubSpot’s platform at our
fingertips, Fonality’s average sales
cycle dropped by
How did we get here?
And conversion of leads increased by
12%

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Driven to Fonality.com from organic search
Downloaded “4 Fears” eBook
Enrolled in eBook Download Nurture Workflow
New
Lead
Journe
y
Clicked Thru 1st Nurture eMail
Opened 2nd Nurture eMail
Visits F.com/Chats with Sales
Team
Opened 3rd/Final Nurture eMail
AwarenessEvaluationPurchase
10
Day
Cycle

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YOY Traffic Wins
• 12% - Total Site Visits
• 9% - Organic Search
• 86% - Paid Search
• 34% - Display Advertising
• 46% - Social Media
• 108% - eNewsletters
SUCCESSES & WHERE WE’RE FOCUSED
Focus
• Improve Conversion Rate
• Improve Quality of Leads
• Further Education and Efforts w/HS

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LET’S SUM IT UP
6 factors to our increase

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1. Audit what you're working with first! Know what penalties are working against new
inbound efforts
2. Focus heavily on optimization for KWs and LPs that were driving our paid CPL up
3. Optimize the Past (Old Blog Posts and White Papers)
4. Amplify new content on social, Taboola and Outbrain
5. Keep your house clean - Limit your outbound links and focus on linking to high domain
authority sites for example
6. Didn’t forget the mobile experience!
6 FACTORS TO CONSIDER

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THANK YOU!
jvalentine@fonality.com
@pariemus