Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Tips for a successful inbound marketing strategy in HubSpot

118 views

Published on

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

Published in: Business
  • Be the first to comment

  • Be the first to like this

Tips for a successful inbound marketing strategy in HubSpot

  1. 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. 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. 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!
  4. 4. Inbound marketing focuses on attracting best-fit customers through content and interactions that are relevant and helpful - not through interruption.
  5. 5. THE INBOUND METHODOLOGY
  6. 6. 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
  7. 7. 1. We’re not attracting enough of the right kind of traffic to our website.
  8. 8. THE INBOUND METHODOLOGY 1
  9. 9. GETTING THE BASICS RIGHT… Defining who your buyers are + mapping their buying behaviours. Defining why a prospect should pick you over competing alternatives…
  10. 10. “Nobody buys a product or service because it can do everything but rather because it can do something” Tim Williams Positioning for Professionals
  11. 11. 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
  12. 12. How well is your positioning conveyed across your digital footprint? How well do you sell from the search listings?
  13. 13. • 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
  14. 14. Ensure your customers can find you online Topics over Keywords Over 90% of people do not go past the first page of google
  15. 15. WHAT KEEPS YOUR PERSONAS AWAKE AT NIGHT?
  16. 16. OPTIMIZE YOUR PAGES
  17. 17. PLAN
  18. 18. VALIDATE
  19. 19. EXECUTE
  20. 20. HubSpot increased organic traffic by 50% once they started clustering content by topic and optimizing old posts.
  21. 21. Keyword jackpot!
  22. 22. Directing persona journeys
  23. 23. PERSONAS ARE CENTRAL
  24. 24. To ‘Own’ Search Listings Space Online, Use a Pillar and Cluster Content Model
  25. 25. EXAMPLE
  26. 26.  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
  27. 27. 2. My website traffic isn’t converting into leads
  28. 28. THE INBOUND METHODOLOGY 2
  29. 29. Content people love. Inbound = Conversion
  30. 30. CREATING GREAT CONTENT AIN’T ALWAYS EASY.
  31. 31. CHALLENGE YOURSELF MAKE YOUR CONTENT UNSKIPPABLE.
  32. 32. THE SKYSCRAPER TECHNIQUE
  33. 33. ● THE SKY SCRAPER TECHNIQUE Backlinko Find link-worthy content - Buzzsumo - Ahrefs - Google News - Opensite Explorer 1
  34. 34. 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
  35. 35. INTERACTIVE CONTENT
  36. 36. •INTERACTIVE CONTENT – Snapapp.com Integrates with HubSpot
  37. 37. •INTERACTIVE CONTENT - Qzzr.com Integrates with HubSpot
  38. 38. •INTERACTIVE CONTENT - Matchit by ZEF Integrates with HubSpot
  39. 39. FREE TOOLS
  40. 40. VIDEOS
  41. 41. A/B TESTING 34% increase
  42. 42. DOCUMENTS (for Sales Enablement insights)
  43. 43.  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
  44. 44. 3. I’m not closing enough leads into customers
  45. 45. THE INBOUND METHODOLOGY 3
  46. 46. High Traffic High Conversion rates But no customers
  47. 47. 3 simple things you can do today!
  48. 48. Give your sales reps more time to focus on what matters
  49. 49. Templates Sequences Documents
  50. 50. Meet your customers on their terms
  51. 51. Messages tool Meetings link
  52. 52. Equip your sales team with knowledge
  53. 53. Notifications ToolCustomer Timeline Charlie App
  54. 54.  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
  55. 55. High Traffic High Conversion rates Lot of customers
  56. 56. IT’S TIME FOR TAKE OFF. THANK YOU! QUESTIONS?

×