Transcript Slide 1
Use the Chat Pane in the GoToTraining Console to Ask Questions! We will be starting at 1:03pm EST. Please select your choice of audio: telephone or computer on your GotoWebinar console. Find recordings & resources here: http://learning.hubspot.com/ traffic-august-12/ Alan Perlman Alan Perlman @AlanPerlman Course Details 101 Goals & Research 102 Plan & Create 103 Create & Optimize 104 Promote 105 Analyze 106 Recap AGENDA 1 Creating a blog digest email 2 Scheduling Social Media updates 3 Promoting content on your own site 4 Class Homework & Questions 1 CREATING A BLOG DIGEST EMAIL Target audience Target offer Target email The List List Quality 1 Does everyone on the list have a prior relationship with you? 2 Do you have an unsubscribe or suppression list? 3 The list was not purchased, rented, leased or gifted from a third party 4 Would they be expecting/ not surprised by your email? Segmenting by your customer personas Realize Problem or Need ALIGN YOUR BUYING PROCESS • Use keywords that describe problem • Don’t yet understand solutions • Looking to be educated • Commitment is low Perform Research • Learn about how to solve problem • Understand what’s available • More educated questions • Commitment is low to medium Establish Buying Criteria • Establish “must haves” – Price, Quality, etc. • Don’t want to missing anything • Commitment is medium -high Evaluate Vendors • Narrow down vendors • Compare vendors • Looking for trials, demos, consultations • Commitment is high Search for problem or need Begin to understand solutions Prioritize what’s most important in a solution Segmenting by the buying process & Evaluate vendors based content on buying criteria Segmenting by recent conversion Awesome User Experience = Better Response Rate Email content and Best Practices Analyze > Blog Analytics How to find them Other content to promote? 2 From Name & Email Address 3 Subject Line Subject Line Best Practices 1 Less than 45 characters 2 Action Oriented 3 Convey the offer or benefit 4 Consistency with the first line of the email Subject Line Examples Title of most popular article that month 5 [Month] Blog Articles You Should Read Here’s your [Month] Digest The [Business] Top Ten- [Month] Weekly [Coffee] Links- [Industry] Top 10 [topic] articles this month 5 articles on [topic] you can’t miss Top 5 articles reviewing [service/product] 4 3-5 Links 125 words or less of content Personalize Images CAN-SPAM Plain Text Email Body Email Body 1 2 3 Email Body 4 5 Plain text version Always send a test email first Guides and tutorials Add to your marketing plan.. Class Homework 1 Create & send blog digest email 2 SCHEDULING SOCIAL MEDIA UPDATES Either write something worth reading or do something worth writing about. BENJAMIN FRANKLIN Image Credit: lhalstead Image: http://inay.org Social media works when you target your ideal personas What Should I Promote? 1 Blog articles 2 Landing pages 3 Other people’s relevant content 4 News and upcoming events 5 Quick facts or quotes 6 Customer stories Always include a link in any update! HubSpot’s Bookmarklet 1 Use to share other people’s content that you find on the Internet 1 20-30 updates per week (3-4 per day) 2 15 updates of your own content 3 15 updates are other people’s content Add to your marketing plan.. Class Homework 2 Schedule social media for next week 3 PROMOTE ON YOUR SITE Thank You Pages 1 List articles that are relevant to the landing page offer the lead just received 2 Call to action to read your blog content 3 Display a RSS feed of your blog’s content 4 Call to action to subscribe to your blog Add to your marketing plan.. Class Homework 3 Add blog content or CTA to a thank you page 4 Add links to blog & CTA to at least 5 website pages Class Homework 1 2 Create & send blog digest email Schedule social media for next week 3 Add blog content or CTA to a thank you page 4 5 Add links to blog & CTA to at least 5 website pages Add activities to your Marketing Plan 1 1 Analyze 105 Mon 8/20 1PM EST Analyzing & Adjusting Strategies 1338 Cases http://academy.hubspot.com/traffic-august-12/ QUESTIONS? [email protected] Where to find resources & recordings? 1 http://academy.hubspot.com/traffic-august-12 2 Watch class recordings 3 Download slides & resources THANK YOU.