#KnoxHUG Kn xville User Group

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

The Proven Methodology for the Digital Age 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. #KnoxHUG

Inbound vs. Outbound 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. #KnoxHUG

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

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

It’s the single best way to attract new visitors to your website. ATTRACT STAGE Blogging Blogging is the cornerstone to a stellar inbound marketing campaign. It’s the single best way to attract new visitors to your website. #KnoxHUG

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

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

Interact where your buyers spend their time. ATTRACT STAGE Social Media Share your valuable content on social media platforms, engage with your prospects, and put a human face on your brand. Interact where your buyers spend their time. #KnoxHUG

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

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

Tip 1: Word Choice Matters 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). #KnoxHUG

Tip 2: Form Length Matters CONVERT STAGE Tip 2: Form Length Matters The shorter the form, the higher your 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. #KnoxHUG

Tip 3: Field Choices Matter 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 #KnoxHUG

Calls-to-Action (CTAs) 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. #KnoxHUG

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

CTA Best Practices #KnoxHUG CONVERT STAGE #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 of your website by using a color that does not blend in to the rest of the site design

CTA Best Practices #KnoxHUG CONVERT STAGE #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 visitor will get when they click the CTA #KnoxHUG

Landing Pages #KnoxHUG CONVERT STAGE A landing page is where the offer you 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. #KnoxHUG

Tips for Landing Pages #KnoxHUG CONVERT STAGE Add a clear, action-oriented header that matches the CTA offer Use bold text, numbers, and bullets to emphasize keywords and highlight the value to the visitor Keep the copy brief–no longer than 1-5 sentences #KnoxHUG

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

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

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

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

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

Email Marketing #KnoxHUG CLOSE STAGE 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. #KnoxHUG

Email Marketing Tips #KnoxHUG CLOSE STAGE #1. Avoid sending the same email to all your prospects. By segmenting your email marketing, messages are customized to the interests of your prospects. #2. Continually test subject lines, body copy, and CTAs to improve open and click rates. #KnoxHUG

Marketing Automation #KnoxHUG CLOSE STAGE 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. #KnoxHUG

Delight Stage #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. #KnoxHUG

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

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

Inbound Marketing Methodology Review #KnoxHUG

Together, we can win prizes from HubSpot! HUG Contest Together, we can win prizes from HubSpot! 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 all keynotes at INBOUND Code: KnoxvilleHUG15 (not case sensitive) This code expires on August 15th, 2015. #KnoxHUG

Q&A / Open Discussion #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 #KnoxHUG

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