We’re calling the event “Cheers to Inbound Marketing,” and what better place to hold it than at a craft beer market? From 5:30–8 pm, we will have food, drink, networking, prize drawings, and a little inbound education. During the Cheers to Inbound Marketing event, we’ll also be announcing the dates for the remaining quarterly HUG meetings, all of which will be at Casual Pint Hardin Valley. We’ll tackle lots of in-depth inbound marketing and HubSpot topics in 2015, and we’re taking requests The other dates are: • Q2 Knoxville HUG Meetup: 5/19/15 • Q3 Knoxville HUG Meetup: 8/11/15 • Q4 Knoxville HUG Meet Up: 10/13/15 The Casual Pint is located at 10677 Hardin Valley Road, Knoxville, TN 37932, just off Pellissippi Parkway.

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User Group
Kn xville

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Q1 Knoxville HubSpot UserGroup (HUG) Meetup
How to Craft an Effective Inbound Marketing Campaign
@KnoxvilleHUGHolly Yalove
Leader of Knoxville HubSpot User Group
Principal and CMO of VIEO Design #KnoxHUG
User Group
Kn xville

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Inbound Marketing
The Proven Methodology for the Digital Age
Inbound marketing focuses on creating quality content that
pulls people toward your company and product.
By aligning the content you publish with your customer’s
interests, you naturally attract inbound traffic that you can
then convert, close, and delight over time.

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Inbound marketing engages instead of
interrupts your leads and prospects.
Outbound marketing casts a wide net in the
hope of catching a few customers from a sea of
loosely targeted consumers.
Inboundvs.Outbound

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The Inbound Marketing Methodology
Attract strangers through blogging,
social media, and strategic website content.

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Attract Stage
Don’t try to attract just
any traffic; go for the
right traffic.

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ATTRACT STAGE
Blogging
Blogging is the cornerstone to a stellar inbound marketing campaign.
It’s the single best way to attract newvisitors to yourwebsite.

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ATTRACT STAGE
SEO (Search Engine Optimization)
Customers begin their buying process online, usually through a search
engine. Ongoing website optimization makes your brand appear
prominentlywhen and where they search.

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ATTRACT STAGE
Pages
Yourwebsite is your digital storefront, and first impressions go
a long way. In terms of both design and content, the pages of
yourwebsite should be crafted to appeal to your ideal buyers.

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ATTRACT STAGE
SocialMedia
Share yourvaluable content on social media platforms, engage
with your prospects, and put a human face on your brand.
Interact where your buyers spend their time.

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Convert Stage
Getting the right traffic is
a great accomplishment,
but it isn’t enough. Now
you need to convert
visitors into leads.

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CONVERT STAGE
Forms
In order forvisitors to become leads, they must fill out a
form and give you information about themselves.

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CONVERT STAGE
Tip 1:Word Choice
Matters
Avoid using the words “submit,”
“download,” or “register”when you
want someone to submit a form.
“Click Here” and “Go” perform
better for forms (30% and 25%
conversion rates respectively).

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CONVERT STAGE
Tip 2: Form Length
Matters
The shorter the form, the higheryour
conversion rate will be.
3 fields = 25% average conversion rate
3-5 fields = 20% average conversion rate
6+ fields = 15% average conversion rate
Note: Fields requiring a drop-down
selection fare worst of all.

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CONVERT STAGE
Tip 3: Field Choices
Matter
Asking for phone number: 5% reduction
Asking for address: 4% reduction
Asking for age: 3% reduction
Asking for city and state: 2% reduction

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CONVERT STAGE
Calls-to-Action (CTAs)
CTAs are graphics or links that
encourage website visitors to take a
desired action.
Effective CTAs are one of the most
critical parts of inbound marketing.

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#1VisuallyStriking: with copy that
compels the visitor to click
#2 Brief: a couple ofwords works best
(fewer than 5 is ideal)
#3Action-oriented: begin with a verb
like “get,” “download,” or “claim”
CONVERT STAGE
CTABest Practices

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#4 Location: place the CTA in a spot
that’s easy to find (above “the fold” if
applicable)
#5 Contrasting Color: make CTAs
stand out from the rest ofyourwebsite
by using a color that does not blend in
to the rest of the site design
CONVERT STAGE
CTABest Practices

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#6 Size: large enough to see from
a distance, but not so large that
they detract from page content
#7 Clarity: be sure to state exactly
what the visitorwill get when they
click the CTA
CONVERT STAGE
CTABest Practices

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CONVERT STAGE
Landing Pages
A landing page is where the offeryou make in the CTA is fulfilled.
It’s also where the prospect submits information that your sales
team uses to begin a conversation with them.

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• Add a clear, action-oriented headerthat matches
the CTA offer
• Use bold text, numbers, and bullets to emphasize
keywords and highlight the value to the visitor
• Keep the copybrief–no longer than 1-5 sentences
CONVERT STAGE
Tips forLanding Pages

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• Include an image relevant to the offer
• Limit distractions by removing navigation and other
links that may divert the user from submitting
• Benchmark: aim forat least a 5%-15% submission
rate on landing pages
CONVERT STAGE
Tips forLanding Pages

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Keep track of the leads you’re converting in a
centralized marketing database.
CONVERT STAGE
Contacts

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Once you have attracted
the right visitors and
converted the right leads,
transform those leads into
customers!
Close Stage

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CRM systems facilitate sales by making sure you have
the right information handy to easily engage with
your prospects across every channel.
CLOSE STAGE
CustomerRelationship
Management (CRM)

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Reporting integrated with your CRM system allows
you to analyze just howwellyour marketing
and sales teams are working together.
CLOSE STAGE
Closed-loop Reporting

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A series of emails focused on useful, relevant content
can build trust with a prospect and help them
become more ready to purchase from you.
CLOSE STAGE
EmailMarketing

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CLOSE STAGE
EmailMarketingTips
#1. Avoid sending the same email to allyour prospects.
By segmenting your email marketing, messages are
customized to the interests ofyour prospects.
#2. Continually test subject lines, body copy, and CTAs
to improve open and click rates.

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Work smarter instead of harder by automating certain
marketing actions based on visitor behavior. For example, if a
visitor downloads a whitepaper, craft a series of related
emails to nurture the prospect down the sales funnel.
CLOSE STAGE
MarketingAutomation

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Inbound marketing allows
companies to continue to engage
with, delight, and (hopefully)
upsell their current customer
base, creating happy promoters of
the brands they love.
Delight Stage

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Use surveys to obtain actionable feedback from
customers.
DELIGHT STAGE
Surveys

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DELIGHT STAGE
SocialMedia Monitoring
Listen to your customers’ questions, comments, likes,
and dislikes, and reach out to them with relevant
content.

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Inbound Marketing
Methodology Review

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HUG Contest
Promote our HUG code for $50 off INBOUND registration. Use the code
yourself, and share it with colleagues and other marketers in our area.
In addition to $50 off INBOUND registration, the prizes are:
• 8 members receive a copy of Seth Godin’s book
• 15 members will have access to exclusive networking with executives during INBOUND
• 25 members will have access to up front seating during allkeynotes at INBOUND
Code: KnoxvilleHUG15 (not case sensitive)
This code expires on August 15th, 2015.
Together,we canwin prizes from HubSpot!

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Next Meetup Dates:
• Q2 Knoxville HUG Meetup: 5-19-15
• Q3 Knoxville HUG Meetup: 8-11-15
• Q4 Knoxville HUG Meetup: 10-13-15
Q&A / Open Discussion

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HUG Website:
knoxville.hubspotusergroups.com
Join Our LinkedIn Group:
HubSpot User Group Knoxville TN
Give Your Feedback:
HUG Hopes Survey
Follow Us on Twitter:
@KnoxvilleHUG
Thank You for Coming!
User Group
Kn xville