How to On-board HubSpot Clients Partner Inbound Success Training Your Host: Adrianne Mayshar Inbound Marketing Consultant

Goal: you were the customer now you’re the teacher – its your turn: we are passing the baton to you

PC CHAT WITH ME! MESSAGE ME USING THE QUESTION PANEL MAC

1 2 3 4 5 Agenda Kickoff Meeting Creating Great Content Conversions Get Found 5 Tools for Analysis

Planning The KICKOFF Timeline: Day 1

SET AN AGENDA Today’s Agenda Goal Discussion Available Client Resources Target Audience Discussion Client’s Customer Buying Process Current Marketing Activities Technical Implementation Setting goals Ask the right questions to get to the goal Realistic and attainable goals Asking questions is key - Uncover clienta available resources

GOAL DISCUSSION Asking Questions is Key! Revenue Website Traffic Lead Generation Setting goals Ask the right questions to get to the goal Realistic and attainable goals Asking questions is key - Uncover clienta available resources Asking Questions is Key!

AVAILABLE RESOURCES Key Players Business Collateral

CUSTOMER BUYING PROCESS

Define Your Target Persona Pain Points What are they trying to solve? What do they need most? What makes their life easier? How Can We Appeal to them? Pain Points Locations / Habits Where do they access information on the internet? What social networks do they use? What keywords would they be searching for to find you? Where can we find them? Locations / Habits Use Cases / Preferences What value do you bring them? Why can’t they live without it? What action do you want them to take next? How Can We Educate Them? Use Cases / Preferences

MARKETING ACTIVITIES Blogging Social Media PPC Outbound

TECHNICAL IMPLEMENTATION Website Structure What CMS? Who makes Changes? Can we make HTML updates? Getting HubSpot Setup HubSpot Hosted Website Subdomain Only HubSpot Support: 1-888-HUBSPOT ex.3

Creating Remarkable CONTENT Timeline: Weeks 1-2

CREATING KILLER OFFERS Offer 1 Best Practices: Answers the question “What Do I Need?” Examples: Guides eBooks Offer 2 Best Practices: Answers the question “Why Do I Need it From You?” Case Studies Recorded Webinars Offer 3 Best Practices: Answers the question “Why Should I Buy Now?” Consultations Demos / Free Trials

BEGIN BLOGGING Get Found Establish Credibility Convert Visitors to Leads

Setting Up for CONVERSIONS Timeline: Weeks 3-4

Highly Trafficked Web Page DEVELOPING CONVERSION PATHS Landing Page Highly Trafficked Web Page What’s the offer? Why is it great? How do I get it? Form Call To Action Button submit Thank You Page Click Here To Download The Offer! “Next Steps” Content (i.e. blog posts)

Lead Nurturing Campaign USING LEAD NURTURING Lead Nurturing Campaign ToFu Offer CTA Button ToFu Offer Landing Page Automated Lead Nurturing Email is sent after X Days, thanking them for downloading Offer #1 and tells them about Offer #2 Fills out form Thank You Page MoFu Offer CTA Button MoFu Offer Landing Page Fills out form Automated Lead Nurturing Email is sent after X Days, telling them about Offer #3 Thank You Page BoFu Offer CTA Button BoFu Offer Landing Page New Customer/Client! Fills out form Thank You Page

Getting Leads Through PROMOTION Timeline: Whenever Content and Conversion paths are complete!

BLOGGING TO PROMOTE Tips: 2 – 3 Blog posts per content offer Use strategic keywords Create a monthly “blog recap” newsletter

SOCIAL MEDIA Tips: Leverage the right channels Use a content schedule Don’t get stale!

EMAIL Tips: Determine Goal of email Segment your list From a real person! Social Sharing Limit images Use tracking URLs Measure Results

Optimizing to GET FOUND Keyword strategy - Timeline: Month 2

KEYWORD STRATEGY Tips: Use HubSpot keyword tool Under 70 difficulty Over 100 monthly searches Optimize the top 10 pages 5 places for on page SEO – places to put keywords

ON PAGE ELEMENTS Webpage Element How the Keyword fits in URL Title Tag www.hubspot.com/inbound-marketing-software Title Tag Header Text “HubSpot’s All-in-One Inbound Marketing Software” On-Page Copy “…HubSpot's Inbound Marketing Software gives you all the tools…” Image Tags ALT-text on an image Meta Description 5 places for on page SEO – places to put keywords

5 places for on page SEO – places to put keywords

Improve Efforts by ANALYZING Timeline: Weekly

SOURCES TOOL Analyze organic keywords driving the most traffic Diagnose conversion rates

PAGE PERFORMANCE Discover keywords each page is ranking for Determine completeness of SEO

MONTHLY REPORT

Next Steps Put together your own Kickoff Deck for the first client you onboard! Attend the “Driving ROI” Webinar Keyword strategy -