1. #KnoxHUG
Kn xville
User Group

2. 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

3. 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

4. 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

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

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

7. 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

8. 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

9. 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

10. 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

11. Convert Stage
Getting the right traffic is a great accomplishment, but it isn’t enough. Now you need to convert visitors into leads.
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12. Forms #KnoxHUG CONVERT STAGE
In order for visitors to become leads, they must fill out a form and give you information about themselves.
#KnoxHUG

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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.
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21. 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

22. 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

23. Contacts #KnoxHUG CONVERT STAGE
Keep track of the leads you’re converting in a centralized marketing database.
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24. Close Stage
Once you have attracted the right visitors and converted the right leads, transform those leads into customers!
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25. 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

26. 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

27. Email Marketing #KnoxHUG CLOSE STAGE
A series of s focused on useful, relevant content can build trust with a prospect and help them become more ready to purchase from you.
#KnoxHUG

28. Email Marketing Tips #KnoxHUG CLOSE STAGE
#1. Avoid sending the same to all your prospects. By segmenting your 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

29. 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 s to nurture the prospect down the sales funnel.
#KnoxHUG

30. 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

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

32. 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

33. Inbound Marketing
Methodology Review
#KnoxHUG

34. 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

35. Q&A / Open Discussion #KnoxHUG Next Meetup Dates:
Q2 Knoxville HUG Meetup:
Q3 Knoxville HUG Meetup:
Q4 Knoxville HUG Meetup:
#KnoxHUG

36. Thank You for Coming! #KnoxHUG HUG Website: Join Our LinkedIn Group:
knoxville.hubspotusergroups.com
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User Group
Join Our LinkedIn Group:
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@KnoxvilleHUG