Presentation from the London HubSpot User Group (London HUG) meeting in September 2017 by Karen Rafferty from HubSpot Dublin.

1. TIPS FOR A...
SUCCESSFUL
INBOUND STRATEGY
12 SEPTEMBER 2017
Presented at the London HUG:
https://www.whitehat-seo.co.uk/hubspot-user-group-london
KAREN RAFFERTY, PARTNER SERVICES MANAGER (EX CHANNEL CONSULTANT!) AT HUBSPOT

2. Karen Rafferty
Partner Services Manager
• Passionate about C$R!
• 1.5 years in Channel Consultant roles
• Background: marketing, branding, web
projects management, account
management & lecturing
• Moonlighting as a Dog Foster Mom
Why I’m speaking today…

3. TYPICAL CHALLENGES…
Not getting
good traffic to
my website...
We’re getting
leads but they
are a bad fit!
My leads aren’t
turning into sales
enquiries :(
Not getting
enough leads!
We have lots of
content but it’s
not producing
actual leads!

5. Inbound marketing focuses on attracting best-fit
customers through content and interactions that
are relevant and helpful
- not through interruption.

6. THE INBOUND METHODOLOGY

7. TOP 3 CHALLENGES
1. Not attracting the enough (or enough of the right
kind of!) traffic to my website
2. My traffic isn’t converting into leads
3. I’m not closing enough leads into customers

8. 1. We’re not attracting enough
of the right kind of traffic to
our website.

9. THE INBOUND METHODOLOGY
1

10. GETTING THE BASICS RIGHT…
Defining who your buyers
are + mapping their
buying behaviours.
Defining why a prospect
should pick you over
competing alternatives…

11. “Nobody buys a product
or service because it
can do everything but
rather because it can
do something”
Tim Williams
Positioning for Professionals

12. 72% of businesses are
more likely to buy from
thought leaders, people or
businesses that are
recognized as an expert in
their marketplace.
Source: B2B marketing.net

13. How well is your positioning
conveyed across your digital
footprint?
How well do you sell from
the search listings?

14. • Clarity in positioning, no
ambiguity
• Inbound Marketing is ‘unpacked’
into easier to understand
services
• USP of HubSpot Diamond
Partner status is ‘dialed up’
• Clear keyword strategy
employed
• Consistency in positioning across
digital footprint

15. Ensure your customers can find you online
Topics over Keywords
Over 90% of people do not go
past the first page of google

16. WHAT KEEPS YOUR PERSONAS AWAKE AT
NIGHT?

17. OPTIMIZE YOUR PAGES

18. PLAN

19. VALIDATE

20. EXECUTE

21. HubSpot increased organic traffic by 50%
once they started clustering content by
topic and optimizing old posts.

22. Keyword
jackpot!

23. Directing
persona
journeys

25. PERSONAS ARE CENTRAL

26. To ‘Own’ Search Listings Space Online, Use a
Pillar and Cluster Content Model

27. EXAMPLE

28.  Ensure you are conveying your positioning consistently
across all online platforms
 Ensure all your content is developed with your Persona
at the forefront of your mind
 Don’t just focus on keywords, start to structure your
content around core topics you want to rank for

29. 2. My website traffic isn’t
converting into leads

30. THE INBOUND METHODOLOGY
2

31. Content
people
love.
Inbound
= Conversion

32. CREATING GREAT CONTENT
AIN’T ALWAYS EASY.

33. CHALLENGE YOURSELF
MAKE YOUR CONTENT UNSKIPPABLE.

35. THE SKYSCRAPER TECHNIQUE

36. ● THE SKY SCRAPER TECHNIQUE Backlinko
Find link-worthy content
- Buzzsumo
- Ahrefs
- Google News
- Opensite Explorer
1

37. 2. Beat it! Create something even better…
○ More thorough & comprehensive
○ More up-to-date
○ Expanded explanations, more user-friendly
○ Enhanced in design
3. Email outreach to same link set & more
○ Reach out to site owners already linking to similar content and
inform them of your update
○ Use Ahrefs or Opensite Explorer to export list of all site linking to
competing content
● THE SKY SCRAPER TECHNIQUE

38. INTERACTIVE CONTENT

39. •INTERACTIVE CONTENT – Snapapp.com
Integrates
with
HubSpot

40. •INTERACTIVE CONTENT - Qzzr.com
Integrates
with
HubSpot

41. •INTERACTIVE CONTENT - Matchit by ZEF
Integrates
with
HubSpot

42. FREE TOOLS

43. VIDEOS

44. A/B TESTING
34%
increase

45. DOCUMENTS (for Sales Enablement insights)

46.  Create content people will love
 Skyscraper technique
 Interactive content
 Videos
 Use smart content to get content in the right place
at the right time
 Use data to optimize
 A/B Testing
 Documents

47. 3. I’m not closing enough leads
into customers

48. THE INBOUND METHODOLOGY
3

49. High Traffic
High Conversion rates
But no customers

50. 3 simple things you can
do today!

51. Give your sales reps more time to
focus on what matters

52. Templates Sequences
Documents

53. Meet your customers on their terms

54. Messages tool Meetings link

55. Equip your sales team with knowledge

56. Notifications ToolCustomer Timeline
Charlie App

57.  Give sales reps more time to focus on strengths
 Templates
 Sequences
 Documents
 Meet your prospects on their terms
 Messages tool
 Meetings link
 Equip your sales team with knowledge
 Contact Timeline
 Notifications
 Charlie App

58. High Traffic
High Conversion rates
Lot of customers

59. IT’S TIME FOR TAKE
OFF.
THANK YOU!
QUESTIONS?