6 SET AN AGENDA Today’s Agenda Goal Discussion Available Client ResourcesTarget Audience DiscussionClient’s Customer Buying ProcessCurrent Marketing ActivitiesTechnical ImplementationSetting goalsAsk the right questions to get to the goalRealistic and attainable goalsAsking questions is key- Uncover clienta available resources
7 GOAL DISCUSSION Asking Questions is Key! Revenue Website Traffic Lead GenerationSetting goalsAsk the right questions to get to the goalRealistic and attainable goalsAsking questions is key- Uncover clienta available resourcesAsking Questions is Key!
8 AVAILABLE RESOURCESKey Players Business Collateral
10 Define Your Target Persona Pain PointsWhat are they trying to solve?What do they need most?What makes their life easier?How Can We Appeal to them?Pain PointsLocations / HabitsWhere 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 / HabitsUse Cases / PreferencesWhat 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
14 CREATING KILLER OFFERS Offer 1 Best Practices:Answers the question “What Do I Need?”Examples:GuideseBooksOffer 2 Best Practices:Answers the question “Why Do I Need it From You?”Case StudiesRecorded WebinarsOffer 3 Best Practices:Answers the question “Why Should I Buy Now?”ConsultationsDemos / Free Trials
15 BEGIN BLOGGING Get Found Establish Credibility Convert Visitors to Leads
17 Highly Trafficked Web Page DEVELOPING CONVERSION PATHSLanding PageHighly Trafficked Web PageWhat’s the offer?Why is it great?How do I get it?FormCall To Action ButtonsubmitThank You PageClick Here To Download The Offer!“Next Steps” Content(i.e. blog posts)
18 Lead Nurturing Campaign USING LEAD NURTURINGLead Nurturing CampaignToFu OfferCTA ButtonToFu OfferLanding PageAutomated Lead Nurturing is sent after X Days, thanking them for downloading Offer #1 and tells them about Offer #2Fills out formThank You PageMoFu OfferCTA ButtonMoFu OfferLanding PageFills out formAutomated Lead Nurturing is sent after X Days, telling them about Offer #3Thank You PageBoFu OfferCTA ButtonBoFu OfferLanding PageNew Customer/Client!Fills out formThank 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 keywordsCreate 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 SharingLimit imagesUse tracking URLsMeasure 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 searchesOptimize the top 10 pages5 places for on page SEO – places to put keywords
25 ON PAGE ELEMENTS Webpage Element How the Keyword fits in URL Title Tag Title TagHeader Text“HubSpot’s All-in-One Inbound Marketing Software”On-Page Copy“…HubSpot's Inbound Marketing Software gives you all the tools…”Image TagsALT-text on an imageMeta Description5 places for on page SEO – places to put keywords
26 5 places for on page SEO – places to put keywords