Introduction to Marketing 101 +

So you have a really great idea. Whether it’s a product or a service, a clothing brand or an app, it’s amazing and you want to tell the world about it. But how?

“…creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large” Marketing (/ ˈ m ɑː k ɪ t ɪ ŋ/)

There are many different kinds of marketing methods

In this lesson, we will focus on these methods: BRANDING SOCIAL MEDIA CONTENT & BLOGGING MEASUREMENT & ANALYTICS

Branding

Social Media

Content & Blogging

What is blogging? A website Updated frequently Central theme – focused on a specific keyword, topic, or niche

How is blogging different from content? Blog posts are 100% available to the public (no signups) Other types of content: ebooks, templates, infographics, SlideShares (presentations), kits Content is sometimes “gated” – only accessible if the reader provides their name, , etc. Blogging gets traffic to your site Content gets you information about your readers

Who/what reads blogs? Potential customers: people who are looking for a product like yours “Influencers” and “sharers”: people who may never buy from you, but share your content with their network of followers Search engines: webcrawlers “read” content and rank it in search results

What are the components of a blog? Title: less than 70 characters (webcrawlers stop reading after 70 characters) Length: words Image Calls-to-action: download an ebook, subscribe to a blog Social share: readers can follow you on social media OR share your content on their profiles

Why should companies blog? To generate traffic (and leads) To establish “thought leadership” – being known for pioneering a concept or school of thought that’s related to your product *Fun fact: The HubSpot blog existed before HubSpot software did. Our co-founder, Dharmesh, blogged about inbound marketing.

What are the components of a blog? Title: less than 70 characters (webcrawlers stop reading after 70 characters) Length: words Image Calls-to-action: download an ebook, subscribe to a blog Social share: readers can follow you on social media OR share your content on their profiles

Why is blogging awesome? Blogging grows your organic traffic (people who found you through unpaid search engine results) Organic traffic converts 5X better than referral traffic (people who find you through social, , etc.) and 3X better than paid search engine results

What should I blog about? Think about the target market for your product – who is your ideal buyer? What do they think about every day? What problems or questions would they encounter that would lead them to your product?

Example: HubSpot’s Marketing Blog HubSpot’s ideal buyer is a marketer Every day, she thinks about how to connect her product with potential buyers We blog about: how to run marketing campaigns … how to measure success … how successful companies do marketing … how to use marketing tools like LinkedIn & Excel … how to master marketing concepts like SEO

OK, I’m ready to get started! You’ll need a CMS (content management system) Free (!) options: Wordpress, Tumblr, Medium Free stock photo options:

More resources: Why Blog? How to Create a Successful Blog Strategy: strategy-guidehttp://blog.hubspot.com/marketing/blog- strategy-guide The Ultimate List of Free Content Creation Tools: How to Choose the Best Blog Topics for Your Audience: Questions to Improve Your Blog: blogging-strategy

Measurement & Analytics

Thank You!