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HubSpot Presentation Q1 2015 | Knoxville, TN


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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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HubSpot Presentation Q1 2015 | Knoxville, TN

  1. 1. #KnoxHUG User Group Kn xville
  2. 2. #KnoxHUG 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
  3. 3. #KnoxHUG 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.
  4. 4. #KnoxHUG 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
  5. 5. #KnoxHUG The Inbound Marketing Methodology Attract strangers through blogging, social media, and strategic website content.
  6. 6. #KnoxHUG Attract Stage Don’t try to attract just any traffic; go for the right traffic.
  7. 7. #KnoxHUG ATTRACT STAGE Blogging Blogging is the cornerstone to a stellar inbound marketing campaign. It’s the single best way to attract newvisitors to yourwebsite.
  8. 8. #KnoxHUG 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.
  9. 9. #KnoxHUG 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.
  10. 10. #KnoxHUG 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.
  11. 11. #KnoxHUG Convert Stage Getting the right traffic is a great accomplishment, but it isn’t enough. Now you need to convert visitors into leads.
  12. 12. #KnoxHUG CONVERT STAGE Forms In order forvisitors to become leads, they must fill out a form and give you information about themselves.
  13. 13. #KnoxHUG 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).
  14. 14. #KnoxHUG 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.
  15. 15. #KnoxHUG 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
  16. 16. #KnoxHUG 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.
  17. 17. #KnoxHUG #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
  18. 18. #KnoxHUG #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
  19. 19. #KnoxHUG #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
  20. 20. #KnoxHUG 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.
  21. 21. #KnoxHUG • 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
  22. 22. #KnoxHUG • 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
  23. 23. #KnoxHUG Keep track of the leads you’re converting in a centralized marketing database. CONVERT STAGE Contacts
  24. 24. #KnoxHUG Once you have attracted the right visitors and converted the right leads, transform those leads into customers! Close Stage
  25. 25. #KnoxHUG 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)
  26. 26. #KnoxHUG Reporting integrated with your CRM system allows you to analyze just howwellyour marketing and sales teams are working together. CLOSE STAGE Closed-loop Reporting
  27. 27. #KnoxHUG 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
  28. 28. #KnoxHUG 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.
  29. 29. #KnoxHUG 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
  30. 30. #KnoxHUG 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
  31. 31. #KnoxHUG Use surveys to obtain actionable feedback from customers. DELIGHT STAGE Surveys
  32. 32. #KnoxHUG DELIGHT STAGE SocialMedia Monitoring Listen to your customers’ questions, comments, likes, and dislikes, and reach out to them with relevant content.
  33. 33. #KnoxHUG Inbound Marketing Methodology Review
  34. 34. #KnoxHUG 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!
  35. 35. #KnoxHUG 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
  36. 36. #KnoxHUG HUG Website: Thank You for Coming! Join Our LinkedIn Group: HubSpot User Group Knoxville TN Give Your Feedback: HUG Hopes Survey Follow Us on Twitter: @KnoxvilleHUG User Group Kn xville