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

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

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

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

5. Planning The KICKOFF
Timeline: Day 1

6. 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

7. 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!

8. AVAILABLE RESOURCES
Key Players Business Collateral

9. CUSTOMER BUYING PROCESS

10. 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

11. MARKETING ACTIVITIES
Blogging
Social Media
PPC
Outbound

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

13. Creating Remarkable CONTENT
Timeline: Weeks 1-2

14. 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

15. BEGIN BLOGGING Get Found Establish Credibility
Convert Visitors to Leads

16. Setting Up for CONVERSIONS
Timeline: Weeks 3-4

17. 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)

18. Lead Nurturing Campaign
USING LEAD NURTURING
Lead Nurturing Campaign
ToFu Offer
CTA Button
ToFu Offer
Landing Page
Automated Lead Nurturing 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 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

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

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

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

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

23. Optimizing to GET FOUND
Keyword strategy -
Timeline: Month 2

24. 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

25. ON PAGE ELEMENTS Webpage Element How the Keyword fits in URL Title Tag
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

26. 5 places for on page SEO – places to put keywords

27. Improve Efforts by ANALYZING
Timeline: Weekly

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

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

30. MONTHLY REPORT

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