1. EMARKETING CONCEPTS JULY 28, 2014 DISCUSSION TOPICS

2. “TUESDAY TIP” VS NEWSLETTER Small, digestible bits of useful information vs TMI newspaper format.. Even when you read the NYTimes online I bet you only read one article at a time Keeps us top-of-mind without the sense that we’re “always trying to sell something” Providing useful information makes it easier to sell something when we want to via principal of reciprocity Shareable content helps to drive traffic and leads back to our site Can be cross posted on our blog and helps to build a “resource library” of strong content Template can include branded, linked “ads” for related products

3. Q: WHAT IS THE GOAL OF OPTIMIZING OUR WEB PRESENCE? A: SEO  QUALIFIED LEADS  CONVERSIONS  $$$ SALES $$$

6. LEAD GENERATION ON THE WEB  WRITE OPTIMIZE SEARCH/DELIVER REACH/PAGE VISIT CONVERT $$$

7. OUR SITE REDESIGN: KATE’S TOP FIVE 1.ORGANIZATION: Some of our products are buried/hard to find 2.CONTENT: Blog Posts, Case Studies, Tip Sheets with a CTA barrier can help increase traffic and conversion rates 3.INCREASE LANDING PAGES/CALLS TO ACTION: Drive prospects into the sales funnel 4.THE LOOK: Staying ahead of the curve with responsive design and “modern” layout trends 5.SEO/ANALYTICS: This is how we drive them to us! Revisiting our numbers periodically will show us what’s working and where we need to improve

8. ONLINE MARKETING METRICS SITE VISITS/PAGE VISITS CLICKS PER PAGE WHAT CLICKS/WHERE TIME SPENT ON PAGE, SCROLLING POINTS OF ENTRY –LINKS, ORGANIC SEARCH FORMS FILLED OUT/CONVERSIONS KEYWORDS SEARCHED FOR SEARCH ENGINE RANKING FOR KEYWORDS

9. MOST POPULAR MARKETING TOOL/PLATFORMS GOOGLE ACADEMY /ACCELERATE FOR BUSINESS Formatted around Google Adwords Need to Pass Google Analytics Certification First Waiting List? Uses Hubspot- Claims free 12 weeks HUBSPOT SUBSCRIPTION MARKETING TOOLS Large Investment (30 day trial) Industry Standard (Amazing Reach) Proven Results (Case Studies) Advanced Analytic Tools, User Friendly Interface

10. IN BOTH CASES A CONSIDERABLE TIME INVESTMENT IS NECESSARY (BOTH DAILY AND BEFORE RESULTS CAN BE MEASURED) GOOGLE ANALYTICS COURSE(S) A GOOD IDEA THE TOOLS WORK HAND IN HAND (GOOGLE USES HUBSPOT AND HUBSPOT USES GOOGLE) THERE IS POTENTIAL FOR SUBSTANTIAL ROI IF SEEN THROUGH

11. THINGS I LIKE ABOUT HUBSPOT… ABILITY TO QUICKLY OPTIMIZE OUR WEBSITE (VISUALLY, SEO, LANDING PAGES, MOBILE READY) DETAILED ANALTICS : ORGANIC SEARCH, PAGE BY PAGE OPTIMIZATION, AND EVEN SPECIFIC CTA REPORTS TREMENDOUS RESOURCES MEASURABLE RESULTS FREES UP OUR WEB DESIGNER TO WORK ON PAID PROJECTS/ CAN CONTROL WEBSITE AND METRICS FROM NY

12. THINGS I DON’T LIKE ABOUT HUBSPOT… $$$... WE’RE TALKING ALMOST $10k/YEAR CULT MENTALITY… CAN IT REALLY BE THAT GOOD? (SKEPTICISM) ?????????/ $$$$$$

13. Things that might facilitate our marketing efforts in the future... Reserve time in Kate’s schedule to take free/inexpensive GOOGLE ANALYTICS online courses Schedule a weekly meeting to discuss/work through defined objectives starting with WEBSITE REDESIGN SEGMENT/TAG/EXPORT THROUGH TIGERPAW: This would help us to identify what services customers HAVE and to create lists for more targeted/segmented internal communications purposes CASE STUDIES, CASE STUDIES, CASE STUDIES! I know I have the OK on this but I need to make it happen A file repository for ongoing web projects… not sure if we have this but it’d be nice to have everything all in one place.