1. We will be starting at 1:03pm EST. Please select your choice of audio: telephone or computer on your GotoWebinar console. Use the Chat Pane in the GoToTraining Console to Ask Questions! Find recordings & resources here: http://academy.hubspot.com/ traffic-august-12/

2. Course Details 101 Goals & Research 102 Plan & Create 103 Create & Optimize 104 Promote 105 Analyze 106 Recap

3. Alan Perlman @AlanPerlman

4. 1 2 3 5 AGENDA Analyze keyword data Measuring email performance Measuring blog performance Class Homework & Questions 4 Measuring traffic sources

5. Use the data to help with next month’s marketing plan

6. 1 MEASURING BLOG PERFORMANCE

7. What to analyze… Number of article views Blog subscription growth Most viewed articles 1 2 3 Inbound links 4

8. Analyze > Blog Analytics

11. Questions to answer 1 2 3 Look for trends in blog content. Do I see a trend in more popular topics? Blog subscribers going up? Are last month’s articles driving enough traffic to help me meet my goal?

12. Next month’s plan 1 2 3 Popularity – Consider writing content with a similar theme or topic of popular articles next month. Subscribers– Going up? If no, consider extra promotion of calls to action to subscribe to the blog next month. Article Performance – Did these articles contribute enough to your goal? If no, consider extra promotion in social media, email, and thank you pages next month.

14. 2 ANALYZE KEYWORD DATA

15. What to analyze… Changes in rank over time Visits for your keywords Total visits for the campaign 1 2 3

16. Keyword rank

17. Keyword rank over time

18. Ranking takes time & lots of content

19. Visits for keywords last 30 days

20. Total visits for the campaign last 30

21. Questions to answer 1 2 3 Have your keywords generated visits? Is your campaign generating visits? Keyword ranking increasing?

22. Next month’s plan 1 2 3 Visits – “Re-Promote” the blog article(s) next month. Campaign performance – Continue to track over time. Should be improving Ranking – Consider less difficult long-tail keywords for next month. Write another blog article next month.

23. Great results take time

24. 3 MEASURING EMAIL PERFORMANCE

25. What to analyze… Click-through rate Unsubscribes 1 2

26. Click-through rate (CTR)

27. Unsubscribes

28. Questions to answer 1 2 Are my unsubscribes high? Is my click through rate low?

29. Next month’s plan 1 2 3 Unsubscribes high? Better segmentation, content targeting, relevancy No visits? More links in email, link in first sentence of emails Low click-through rate? List – segment more. Email - Add more links, bold links, better subject lines

31. 4 MEASURING TRAFFIC SOURCES

32. SOURCES OVERALL TREND 1

33. Overall Traffic Trend

34. ORGANIC TRAFFIC 2

35. Organic Traffic

36. Keywords

37. Next Month’s Plan 1 2 Getting found for target keywords? If no, analyze how the articles were wrote and optimized Organic traffic increasing month over month? If no, promote blog articles, write more articles, optimize more website pages

38. SOCIAL MEDIA 3

39. Social Media Traffic

40. Social Media Sources

41. Next Month’s Plan 1 2 What sources are giving you the best results? Consider extra focus on these channels. Increasing traffic from social media sources? If no, consider increasing the promotion frequency. You may also need more fans/ followers.

42. EMAIL 4

43. Email Traffic

44. Make Smarter Decisions

45. Class Homework 1 2 3 4 5 Analyze keyword data Measure email statistics Measure traffic sources & trends Add activities to your Marketing Plan Measure blog performance

46. Add to your marketing plan

47. Apply what you learned next month!

48. 1 1 Recap Session 206 Wed 8/22 Review your marketing plan 1PM EST http://academy.hubspot.com/traffic-august-12/

49. QUESTIONS? aperlman@hubspot.com

50. Where to find resources & recordings? 1 2 3 Watch class recordings Download slides & resources http://learning.hubspot.com/traffic-august-12

51. THANK YOU.