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How to On-board HubSpot Clients
Partner Inbound Success Training Your Host: Adrianne Mayshar Inbound Marketing Consultant
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Goal: you were the customer now you’re the teacher – its your turn: we are passing the baton to you
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PC CHAT WITH ME! MESSAGE ME USING THE QUESTION PANEL MAC
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1 2 3 4 5 Agenda Kickoff Meeting Creating Great Content Conversions
Get Found 5 Tools for Analysis
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Planning The KICKOFF Timeline: Day 1
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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
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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!
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AVAILABLE RESOURCES Key Players Business Collateral
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CUSTOMER BUYING PROCESS
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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
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MARKETING ACTIVITIES Blogging Social Media PPC Outbound
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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
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Creating Remarkable CONTENT
Timeline: Weeks 1-2
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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
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BEGIN BLOGGING Get Found Establish Credibility
Convert Visitors to Leads
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Setting Up for CONVERSIONS
Timeline: Weeks 3-4
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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)
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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
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Getting Leads Through PROMOTION
Timeline: Whenever Content and Conversion paths are complete!
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BLOGGING TO PROMOTE Tips: 2 – 3 Blog posts per content offer
Use strategic keywords Create a monthly “blog recap” newsletter
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SOCIAL MEDIA Tips: Leverage the right channels Use a content schedule
Don’t get stale!
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EMAIL Tips: Determine Goal of email Segment your list
From a real person! Social Sharing Limit images Use tracking URLs Measure Results
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Optimizing to GET FOUND
Keyword strategy - Timeline: Month 2
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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
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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
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5 places for on page SEO – places to put keywords
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Improve Efforts by ANALYZING
Timeline: Weekly
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SOURCES TOOL Analyze organic keywords driving the most traffic
Diagnose conversion rates
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PAGE PERFORMANCE Discover keywords each page is ranking for
Determine completeness of SEO
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MONTHLY REPORT
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Next Steps Put together your own Kickoff Deck for the first client you onboard! Attend the “Driving ROI” Webinar Keyword strategy -
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