You've started a blog, signed up for twitter, and set up a Facebook Business Page - now how do you know if it's working for you? This webinar will provide all the basics of how inbound marketing-driven businesses should measure their on-going campaign efforts. This includes understanding key business, website, search engine optimization, blogging, social media, and paid campaign metrics, and most importantly, learning how to draw insights from this new wealth of information.
Topics include:
* Why the ‘lead funnel' is the core of inbound marketing measurement and what drives a productive lead generation program
* What Website metrics to pay attention to... and which to ignore
* Easy and practical tips to measure blogging, social media and paid campaign ROI
From Prospect to Evangelist: Optimizing Relationships with Social MediaHubSpot
Social media provides you with a platform to develop great relationships and nurture prospects into evangelists. But are you using this system to its full potential?
HubSpot, oneforty and Backupify unite in this webinar to walk you through the process of generating prospects and turning them into evangelists.
Watch the video here: http://www.hubspot.com/webinars/from-prospect-to-evangelist/
In a recession, marketing budgets are often the first to get slashed. For many that means cutting programs, cutting spending and cutting staff in order to make it through the economic downturn. But marketing in a recession isn't about marketing less, it's about marketing better and smarter. This webinar will share techniques for marketing more efficiently and effectively, particularly on a tight budget.
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
Learn how to generate more leads and lower your cost per lead from your PPC. Paid ad campaigns present an effective marketing channel when used strategically and in sync with other initiatives.
* Get quality prospects to click on your ads at a lower cost
* Increase the percentage of PPC visitors that convert into leads and sales
* Implement a measure-optimize framework to continually improve your PPC ROI
* Apply data gathered during PPC to enhance your broader internet marketing strategy
#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)HubSpot
Class 4 of Inbound Marketing University
Successful Business Uses for Facebook and LinkedIn (GF202)
Professor: Elyse Tager, Silicon Valley American Marketing Association
A presentation on inbound marketing. Briefly covers high-level inbound marketing strategy, and dives into specific tactics for search engine optimization, blogging and social media. Presented at the Social Media Integration Conference in Kennesaw, GA on October 23, 2010.
From Prospect to Evangelist: Optimizing Relationships with Social MediaHubSpot
Social media provides you with a platform to develop great relationships and nurture prospects into evangelists. But are you using this system to its full potential?
HubSpot, oneforty and Backupify unite in this webinar to walk you through the process of generating prospects and turning them into evangelists.
Watch the video here: http://www.hubspot.com/webinars/from-prospect-to-evangelist/
In a recession, marketing budgets are often the first to get slashed. For many that means cutting programs, cutting spending and cutting staff in order to make it through the economic downturn. But marketing in a recession isn't about marketing less, it's about marketing better and smarter. This webinar will share techniques for marketing more efficiently and effectively, particularly on a tight budget.
A presentation I gave on July 10, 2009 for members of the Cape Cod Technology Council in Hyannis, MA. I gave an overview of inbound marketing, then got into the details of SEO, blogging, social media and measurement of the marketing and sales funnel.
Learn how to generate more leads and lower your cost per lead from your PPC. Paid ad campaigns present an effective marketing channel when used strategically and in sync with other initiatives.
* Get quality prospects to click on your ads at a lower cost
* Increase the percentage of PPC visitors that convert into leads and sales
* Implement a measure-optimize framework to continually improve your PPC ROI
* Apply data gathered during PPC to enhance your broader internet marketing strategy
#4 IMU: Successful Business Uses for Facebook and LinkedIn (GF202)HubSpot
Class 4 of Inbound Marketing University
Successful Business Uses for Facebook and LinkedIn (GF202)
Professor: Elyse Tager, Silicon Valley American Marketing Association
A presentation on inbound marketing. Briefly covers high-level inbound marketing strategy, and dives into specific tactics for search engine optimization, blogging and social media. Presented at the Social Media Integration Conference in Kennesaw, GA on October 23, 2010.
How To Convert More Website Visitors To Leads Using HubSpotHubSpot
In order to get more leads and customers out of a website, companies need to apply inbound marketing best practices and have the tools to make rapid changes easily. Whether it is creating remarkable content, adding customized calls-to-action, or capturing leads on landing pages, learn how small businesses can leverage the HubSpot software and squeeze more conversion from the audience they already have engaged - their website visitors.
This free webinar will cover:
- How to create, optimize, and promote content to attract more potential buyers to your website
- How to capture more leads with customized calls to action and landing pages
- How to optimize your sales and marketing funnel with analytics and tools from the HubSpot software
- How to track results from your internet marketing efforts
How to Attract More Customers With Content Using HubspotHubSpot
If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that you come up with spellbinding new ideas every day but you need tools and strategies that make it easy to create your content online and share it to increase traffic and attract new business. Learn how the HubSpot software and methodology allows thousands of customers to easily create content, optimize it for search, share it in social media and track their results.
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot
This webinar, featuring HubSpot's CEO Brian Halligan, included information about HubSpot's newest inbound marketing software features and shared stories about how customers are using them to drive more leads and sales. Light touch on the roadmap is included.
Creating a High Converting Inbound Marketing Strategysemrush_webinars
Is your digital strategy strong enough to tackle the market challenges and deliver growth in this fast-changing consumer landscape?
Andrew Levy and Tony Eades from the BrandManager (Sydney/Perth) will teach you the most important online marketing trends and how you can craft an effective Inbound marketing strategy aimed at increasing web traffic, high qualified leads and sales revenue . You will also discover what the future of marketing looks like.
Learn what's new in Inbound Marketing and how companies are using it to transform their business. This presentation covers key takeaways from the 2010 State of Inbound Marketing Report (http://bit.ly/deJWws), including:
* Survey results of over 230 professionals involved in their company's marketing strategy
* How inbound marketing channels deliver lower cost per lead than outbound channels
* Why social media and blogs are the most rapidly expanding category in the overall marketing budget
* How businesses are generating customers with social media and blogs
If you are practicing a short-sighted content marketing campaign and struggling to produce results, perhaps it’s time to take a step back and look at the big picture.
Loren Baker, Founder at SEJ and VP of Business Development & Co-founder at Foundation Digital, will let you in on how you can gain maximum SEO value – and more – through content.
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Learn how to:
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
It’s no secret HubSpot are really big fans of inbound marketing. We’re also obsessed with finding opportunities that will help us to grow quicker across our inbound channels.
In 2015 we started a growth team who were set a challenge, find ways to deliver a greater return from some of our best performing inbound channels.
This presentation will go through how we approached that challenge, the growth team we created and real results from initiatives they’ve implemented.
Agencies haven’t done a good job using social media for themselves. Most agencies didn’t even participate in this arena until 2010. When they did choose to do so, they had no plan or clear objective for their social media activities.
In this session, Michael Gass, one of the earliest adopters of using social media for agency new business, will provide you with a BLUEPRINT for building a social media PLATFORM for business development.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
Inbound Marketing - Get Found by More Customers (Glasgow)HubSpot
Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was delivered as a Keynote for the Scottish Enterprise Winning Through Innovation event on Fri/Jun 17th in Glasgow. A copy of the handout used to power the 2nd half workshop can by found by searching for ’Inbound Marketing Content Workshop’
How To Convert More Website Visitors To Leads Using HubSpotHubSpot
In order to get more leads and customers out of a website, companies need to apply inbound marketing best practices and have the tools to make rapid changes easily. Whether it is creating remarkable content, adding customized calls-to-action, or capturing leads on landing pages, learn how small businesses can leverage the HubSpot software and squeeze more conversion from the audience they already have engaged - their website visitors.
This free webinar will cover:
- How to create, optimize, and promote content to attract more potential buyers to your website
- How to capture more leads with customized calls to action and landing pages
- How to optimize your sales and marketing funnel with analytics and tools from the HubSpot software
- How to track results from your internet marketing efforts
How to Attract More Customers With Content Using HubspotHubSpot
If you're a small business owner or a professional marketer getting started with inbound marketing, you're probably worried about creating content. Writing useful, popular content doesn't require that you come up with spellbinding new ideas every day but you need tools and strategies that make it easy to create your content online and share it to increase traffic and attract new business. Learn how the HubSpot software and methodology allows thousands of customers to easily create content, optimize it for search, share it in social media and track their results.
HubSpot Summer 2010 Customer Show & Tell WebinarHubSpot
This webinar, featuring HubSpot's CEO Brian Halligan, included information about HubSpot's newest inbound marketing software features and shared stories about how customers are using them to drive more leads and sales. Light touch on the roadmap is included.
Creating a High Converting Inbound Marketing Strategysemrush_webinars
Is your digital strategy strong enough to tackle the market challenges and deliver growth in this fast-changing consumer landscape?
Andrew Levy and Tony Eades from the BrandManager (Sydney/Perth) will teach you the most important online marketing trends and how you can craft an effective Inbound marketing strategy aimed at increasing web traffic, high qualified leads and sales revenue . You will also discover what the future of marketing looks like.
Learn what's new in Inbound Marketing and how companies are using it to transform their business. This presentation covers key takeaways from the 2010 State of Inbound Marketing Report (http://bit.ly/deJWws), including:
* Survey results of over 230 professionals involved in their company's marketing strategy
* How inbound marketing channels deliver lower cost per lead than outbound channels
* Why social media and blogs are the most rapidly expanding category in the overall marketing budget
* How businesses are generating customers with social media and blogs
If you are practicing a short-sighted content marketing campaign and struggling to produce results, perhaps it’s time to take a step back and look at the big picture.
Loren Baker, Founder at SEJ and VP of Business Development & Co-founder at Foundation Digital, will let you in on how you can gain maximum SEO value – and more – through content.
As search evolves, so does optimization. Search results are less about phrases (combinations of words and letters) and more about topics (semantic meanings and entities). So a smart content marketer optimizes for “things, not strings.”
But what exactly does this mean for the writer? This presentation covers five specific actions we take as content marketers to make sure that your marketing is aligned with the future of SEO.
Learn how to:
Find clues into what topics are semantically linked to each other (Research)
Target topics, not just phrases, through writing (Semantic Search)
Incorporate natural language into your content (Voice Search)
Make visitors happy in ways that make Google happy (User Interaction Signals)
You're about to learn the step-by-step process for each of the specific actions that will future-proof your search engine rankings.
It’s no secret HubSpot are really big fans of inbound marketing. We’re also obsessed with finding opportunities that will help us to grow quicker across our inbound channels.
In 2015 we started a growth team who were set a challenge, find ways to deliver a greater return from some of our best performing inbound channels.
This presentation will go through how we approached that challenge, the growth team we created and real results from initiatives they’ve implemented.
Agencies haven’t done a good job using social media for themselves. Most agencies didn’t even participate in this arena until 2010. When they did choose to do so, they had no plan or clear objective for their social media activities.
In this session, Michael Gass, one of the earliest adopters of using social media for agency new business, will provide you with a BLUEPRINT for building a social media PLATFORM for business development.
In this e-book, you'll see over 50 predictions from thought leaders who share their views on brand strategy, organizational structure, emerging technology and platforms, and other big developments that may be on the horizon for content marketing.
Inbound Marketing - Get Found by More Customers (Glasgow)HubSpot
Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was delivered as a Keynote for the Scottish Enterprise Winning Through Innovation event on Fri/Jun 17th in Glasgow. A copy of the handout used to power the 2nd half workshop can by found by searching for ’Inbound Marketing Content Workshop’
In the absence of effective treatment and a human vaccine, raising awareness of the risk factors for Ebola infection and the protective measures individuals can take is the only way to reduce human infection and death.
Building an E-Commerce Business with ShopifyGrowth Spark
This presentation was given in December 2015 at General Assembly. It provides an overview on both the Shopify e-commerce platform as well as fundamental strategies in building an e-commerce business. Topics include customer acquisition, conversion optimization, fulfillment management, retention marketing and analytics.
14 Reasons Why Inbound Marketers Make Great AdvertisersHubSpot
It turns out inbound marketers make for great advertisers. But why? To find out we started looking at the campaigns our customers were creating to uncover what made them so effective.
The SlideShare 101 is a quick start guide if you want to walk through the main features that the platform offers. This will keep getting updated as new features are launched.
The SlideShare 101 replaces the earlier "SlideShare Quick Tour".
Keynote for the 3rd Annual eMarketing Techniques Conference in Cleveland, OH. Covers inbound marketing and how you can use Google, blogs and social media to get found.
An Inbound Marketing 101 presentation I did on June 4, 2009 in Appleton, WI at the Bottom Line: Social Media for Business seminar, organized by Red Shoes Pr.
Marketing Analytics 101: How to Measure the Effectiveness of Your WebsiteHubSpot
You've started a blog, signed up for twitter, and set up a Facebook Business Page - now how do you know if it's working for you? This webinar will provide all the basics of how inbound marketing-driven businesses should measure the effectiveness of their online efforts. This includes understanding what Internet marketing metrics to measure and how to leverage this data to make key business decisions and improve the effectiveness of your website.
Internet Marketing: What a Business Owner Needs to KnowWilliam McKee
Creating a Web presence has never been easier. Creating an effective website that brings qualified leads to your sales team has never been harder. William McKee, founding partner of Knowmad, will share tips and examples of how his digital marketing agency helps clients use the Web to drive sales.
From SEO to pay-per-click to email newsletters to social media, Internet Marketing can be perplexing when you're also trying to run a business. At the end of the day, the highest value of a corporate website is the number of qualified sales leads you've received. Get practical advice on ways to increase your traffic, get more leads and grow your business.
Topics include:
• The state of Internet Marketing in 2013
• Client case study
• Introduction to Inbound Marketing
At the Marketo #MKTGNation Summit I delivered this call to action for today's marketers: do the stuff that matters and that has an impact on the business. Why? Because so much of marketing is ineffective. One reason content marketing has become such a buzzword today is simply because it can be measured. And those who commit to measuring it, see returns on their investment that are often many times higher than the average ROI of marketing. Check this presentation out to learn 10 Formulas ANY business can use to measure the ROI of content marketing and never waste money again
A guide to technology for marketers. Marketers today have a HUGE number of technology choices. This presentation spells out strategy and tactics for making marketing technology decisions.
The Problems at Small Marketing Agencies & How to Fix ThemPeter Caputa
How small and mid sized agencies can fix common problems like acquiring new clients, cash flow, revenue per client, proving ROI, client retention, client upselling and profitability.
Your Go-To-Market is Killing Your Business, and You Don't Even Know ItHubSpot
Modern customers expect that it will be easy to learn about your product and buy it, but most of our go-to-markets do the opposite. We ask people to fill out long forms, we build complex qualification rules, we make it tough for prospects to talk to someone right now. In short, we put up barriers that solve for our companies instead of solving for our customers.
At HubSpot, we’re mid-way through transforming our go-to-market to be customer centric. Learn what’s worked for us, what hasn’t, and what we’re building.
---
Jon is VP of Marketing at HubSpot, helping to transform how companies market and sell. Prior to this, Jon led Marketing at Trunk Club, the personalized shopping service for men and women, and was the Head of Marketing for Klout, the social media influence measurement company. Jon has a background in improvised comedy and earned his MBA from the Harvard Business School.
This is Jon Dick's #INBOUND18 presentation.
Here's the hard truth about marketing: your customers are better at it than you. Over the past decade, marketers perfected content creation, but as a result, things got a lot more competitive for businesses and a lot more crowded for buyers. So while creating content is still your best and cheapest strategy, it should no longer be your only strategy. That's where your customers come in. Learn more.
According to a recent report from Ernst & Young GmbH, both the number of funding rounds for startups in Germany and the overall value of those rounds hit record levels in the first six months of 2017. That tracks with what we’ve found in HubSpot research as well. We recently commissioned a survey of consumers living and/or working in the Berlin metro area, and found that the tech scene there is evolving quickly – 95 percent of Berliners see the number of technology jobs in the city growing, and 90 percent say Berlin also offers access to the technology and digital talent needed to grow a tech company. With Berlin offering the highest post-grad monthly salary for the European tech sector (3,112 euros per month, on average), it’s no surprise that the city has become a hub for fast-growing tech companies. And as of today, HubSpot is the latest to call the city home.
15 Stats Every Marketing Leader Needs to KnowHubSpot
Benchmark your company's performance against stats from hundreds of other marketers around email performance, cost per lead, popular marketing tactics, revenue attainment, and more. All stats are taken from our 2017 Demand Generation Benchmarks Report: http://hubs.ly/H08nwvl0
Inbound Recruiting: Hire Top Talent By Thinking Like a MarketerHubSpot
The world of recruiting has changed. Now, employers need to take an inbound approach to how they attract and engage with job seekers by using personalized marketing strategies.
What's a Growth Stack? And why you should build one. HubSpot
It starts with a single problem. It always does. Maybe you need a few more leads to hit your number this month. Maybe you finally outgrew a system of spreadsheets. Maybe your boss challenged you to get more accurate with your reporting. So, you signed up for a piece of software to help you solve the problem and un-officially started building out your tech stack. Without a strategic approach, adding tool after tool can lead you down a dangerous path. Get more strategic about your software and don't just build any old stack, build a Growth Stack.
The lack of visible female role models is pervasive in the tech industry, particularly on Wikipedia, where just under 17% of Wikipedia biographies were on women. That's why HubSpot wrote fourteen Wikipedia entries for remarkable women in tech to help inspire young women to reach positions at the highest levels of STEM.
Buyers no longer use voicemails and emails from strangers to learn about products. This information is online, whenever buyers are interested. This SlideShare presentation show sellers how to connect in a meaningful way by starting conversations around the buyer’s plans, goals and challenges.
This presentation is one class in HubSpot Academy's free sales training course. You can enroll here: http://certification.hubspot.com/inbound-sales-certification
Class 1: Email Marketing Certification course: Email Marketing and Your BusinessHubSpot
*From HubSpot Academy*
Over the past few decades, people have radically changed the way they live, work and buy. This class will give you an overview of an adaptive, inbound approach to sending emails that provide value and drive growth for your business. It will also teach you about the four big themes of a modern email marketing program: segmentation, personalization, mobile, and optimization.
Why People Block Ads (And What It Means for Marketers and Advertisers) [New R...HubSpot
HubSpot Research shares new data on why people use ad blockers and what marketers and advertisers need to do to keep people from blocking out ads completely. Hint: it's stop using interruptive and annoying ads.
3 Proven Sales Email Templates Used by Successful CompaniesHubSpot
76% of emails never get opened. That makes life for salespeople very difficult. So we've partnered up with Breakthrough Email to bring you email templates that are proven to engage prospects and close more deals. Start using them today and grow your revenue.
Modern Prospecting Techniques for Connecting with Prospects (from Sales Hacke...HubSpot
Sales is a difficult world to be in because buyers aren't putting up with salespeople anymore. Instead of helping and building relationships, sales reps are still focused on closing prospects - even when they aren't ready to buy! So buyers ignore them. Because of that, even great sales reps would be lucky to get on the phone with someone.
While buyers have evolved and become more sophisticated, sales reps and training programs have been slow to adapt to that change.
Learn actionable modern prospecting techniques you can apply immediately from two best selling authors and sales experts: Max Altschuler CEO of Sales Hacker, and Mark Roberge CRO of HubSpot.
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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Unveiling the Secrets How Does Generative AI Work.pdfSam H
At its core, generative artificial intelligence relies on the concept of generative models, which serve as engines that churn out entirely new data resembling their training data. It is like a sculptor who has studied so many forms found in nature and then uses this knowledge to create sculptures from his imagination that have never been seen before anywhere else. If taken to cyberspace, gans work almost the same way.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
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Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
2. How to Participate on Twitter
Step One
1. Login to your Twitter account
g y
2. Comment and ask questions
including the hashtag “#hubspot”
3. How to Participate on Twitter
Step Two
1. Go to http://search.twitter.com
2. Search for “#hubspot”
4. Agenda
I. What’s inbound marketing and why
do
d we want t measure it?
t to
II. How should we measure?
1. Your Business
2. Website
3. Search Engine
4. Blogging
gg g
5. Social Media
6. Paid Campaigns
pg
III. Putting it into practice
8. Why do you want to measure?
• Understand what’s happening with your
marketing efforts and overall b i
ki ff d ll business
• Decide which inbound marketing programs to
invest in
• Control how fast or slow your business is
growing
9. Agenda
I. What’s inbound marketing and why
do
d we want t measure it?
t to
II. How should we measure?
1. Your Business
2. Website
3. Search Engine
4. Blogging
gg g
5. Social Media
6. Paid Campaigns
pg
III. Putting it into practice
10. Understanding Your Business
Inbound marketing
can be a growth
engine for your
business…
business
Flickr photo: dave_7
…if you know what
y
kind of car it’s
p
powering.g
Flickr photo: ZeroOne
12. Getting started with the funnel
• Set monthly goals
• Determine sources
so rces Company X Lead Chart
• Know how much a 150
lead and a customer 100
costs to acquire 50
0
Lead cost = (Marketing
Sep‐08 Oct‐08 Nov‐08 Dec‐08
costs/# of leads)
Goal Actual
Customer cost =
(Marketing+Sales)/#of
customers)
13. Are other metrics important to you?
Business Metrics
Business Metrics Type of Business
Type of Business
# of customers Fast food restaurant
Revenue per customer
Customer acquisition cost
Ct i iti t Telephone company
Tl h
Cancelation rate
# of orders Product manufacturer
Factory capacity
14. Agenda
I. What’s inbound marketing and why
do
d we want t measure it?
t to
II. How should we measure?
1. Your Business
2. Website
3. Search Engine
4. Blogging
gg g
5. Social Media
6. Paid Campaigns
pg
III. Putting it into practice
15. Measuring Your Website
Visitors
Visitors
Prospects
Your Website
should help
Leads
move visitors
as far down
Opportunities the funnel as
possible
Sales
Sl
Sales
16. Measuring Your Website
Visitors
Vi i
Visitors
Conversion Breakdown
Prospects
Leads This Month
Last Month
Last Month
Opportunities 0% 20% 40% 60% 80% 100%
Sales
Sales This Month
Last Month
0% 20% 40% 60% 80% 100%
17. The devil is in the details
• Must look at where traffic comes from
(referrers)
• What pages are converting to leads most
successfully?
• Is the right traffic going to the right place?
• Avoid tracking metrics that don’t make sense
• Page views?
• Time spent?
18. Agenda
I. What’s inbound marketing and why
do
d we want t measure it?
t to
II. How should we measure?
1. Your Business
2. Website
3. Search Engine
4. Blogging
gg g
5. Social Media
6. Paid Campaigns
pg
III. Putting it into practice
19. The basics of SEO metrics
Metric What it measures?
Inbound Links Your volume and
Y l d
engagement
Your prominence
Keywords in top 10
Visitors
Traffic conversion
20. Tips for Inbound Links
• Find this by typing in your company name
and products into Google
• Track how many results there are over time
• Also a great way to measure “category creation
category creation”
• Hint: You don’t want your own links (use
-yourcompany.com command in search bar)
21. Why Keywords in Top 10 Matter
• Top 10 dramatically 40-
45%
increases your
60-
chances of being 65%
found
• Understand what
~85%
keywords drive the best
y
traffic
• Which are Top 10
attainable
• Where is your
competition?
p
22. Does it drive traffic and conversion?
• As SEO optimization improves, website traffic
will increase
• People may be clicking to your site, but are
you driving sales leads?
• If there’s a negative trend is it:
• Search engine related: know your buyer’s
purchasing process
• Keyword related: differences amongst conversion
percentages
• Website related: discussed previously
23. Agenda
I. What’s inbound marketing and why
do
d we want t measure it?
t to
II. How should we measure?
1. Your Business
2. Website
3. Search Engine
4. Blogging
gg g
5. Social Media
6. Paid Campaigns
pg
III. Putting it into practice
24. The basics of blogging metrics
What it measures?
Metric
Total reach
Subscriptions
Engagement/
E /
Comments
Pulse of market)
SEO impact
Inbound links
Visitors
Vi it
Traffic conversion
ff
25. Optimizing your blog
Use these metrics to:
1) Understand your
blogging investment
2) Determine what
content works best for
your audience
Source:Concurringopinions.com
26. Agenda
I. What’s inbound marketing and why
do
d we want t measure it?
t to
II. How should we measure?
1. Your Business
2. Website
3. Search Engine
4. Blogging
gg g
5. Social Media
6. Paid Campaigns
pg
III. Putting it into practice
27. Determining your social status
What it measures?
Metric
= Followers
= Contacts
Total reach
and Groups
= Friends
28. Know Your Share of Voice
• How much are people talking about you?
29. Setting up a social media feed is easy
• Example: set up a blog search feed for “Your
Company
Company”
• 1) Enter your company’s name into a blog search
engine (e g : blogsearch google com):
(e.g.: blogsearch.google.com):
• 2) Click on link at bottom of search results page
(must have Google reader account)
31. Agenda
I. What’s inbound marketing and why
do
d we want t measure it?
t to
II. How should we measure?
1. Your Business
2. Website
3. Search Engine
4. Blogging
gg g
5. Social Media
6. Paid Campaigns
pg
III. Putting it into practice
32. The basics of paid campaign metrics
Metric What it measures?
Traffic conversion Visitors
rate
Lead conversion Landing Page
rate effectiveness
Customer Return on
conversion rate investment
• *Must know what a
Must
customer is worth
33. Agenda
I. What’s inbound marketing and why
do
d we want t measure it?
t to
II. How should we measure?
1. Your Business
2. Website
3. Search Engine
4. Blogging
gg g
5. Social Media
6. Paid Campaigns
pg
III. Putting it into practice
34. The Ultimate Red Flag
100
90
80
70
January
60
February
50
March
40
April
A il
30 May
20
10
0
Monthly Sales
Monthly Sales
35. Let’s Check The Funnel
2500
2000
1500
Visitors
Leads
1000 Sales
Sl
500
0
January February March April May
36. Where is our traffic coming from?
2500
2000
1500 Paid
Social Media
Blog
g
1000
SEO
500
0
January February March April May
37. Break out the SEO metrics
Inbound Links
80000
70000
60000
50000
40000
30000
20000
10000
0
January February March April May
Inbound Links
38. Break out the SEO metrics
% of Keywords in Top 10
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
January February March April May
My company Competitor #1 Competitor #2
39. The Insight and Action
• Insight: Competitor #2 began investing in
SEO
• Boosted efforts on prominent keywords
that the company had not been paying
attention to.
• Began efforts to create great content
optimized for those keywords
keywords.
• With strong inbound marketing foundation
foundation,
was able to mitigate competitor’s efforts.
40. Thank You!
Free Tools:
http://Website.Grader.com
htt //W b it G d
http://PressRelease.Grader.com
http://Twitter.Grader.com
htt //T itt G d
Mike Kaplan
HubSpot Marketing
LinkedIn: http://www.linkedin.com/in/mikekaplan1
Twitter: http://twitter.com/mikekaplan1