CONTENT + CONTEXT = INBOUND MARKETING

Transcription

1 CONTENT + CONTEXT = INBOUND MARKETING We will be starting at 2:00 pm ET. Use the Question Pane in GoToWebinar to Ask Questions! 1 Use the hashtag #InboundLearning on Twitter 2 Question of the day

2 #INBOUNDLEARNING

3 WEBINAR SCHEDULE 8/5 - Designing an inbound experience 8/12 - How to build inbound s 8/19 - Review of customer s

4 Mark

5 Niti

6 AGENDA 1 best practice reminders 2 20 HubSpot customer s

7 1 BEST PRACTICE REMINDERS.

8 OPTIMIZING FOR MOBILE IS A MUST. 47%

9 3 PERSONALIZATION PAYS OFF. Over 75% of revenue is now generated by alternatives to generic one-size-fits-all campaigns. Personalized s see 14% higher click-through rates and 10% more conversions. SOURCE: ALCHEMY WORX: ABERDEEN GROUP

10 INBOUND MARKETING STRATEGY This is where segmentation comes in.

11 HOW TO SEGMENT YOUR DATABSE Determine who your audience is Determine your audience s lifecycle stage Choose your segmentation criteria 4 Add list suppressions to improve list quality

12 IDENTIFY A SPECIFIC GOAL: Generate new leads: enable sharing Follow up on offer download: kickback Collect audience feedback: surveys Increase program awareness: informative copy Nurture leads further down The Buyer s Journey: resources Facilitate sales process: CTA such as call us Educate customers about new features: overview

13 12 BEST PRACTICES 1 Identify a specific goal 2 Personalize sender 3 Optimize subject lines 4 Personalize copy 5 Optimize images 6 Use multiple CTAs 7 Encourage sharing 8 Edit the plain text 9 Optimize for mobile 10 Keep it short 11 Say you, not I 12 Focus on benefits

14 12 ANALYZE YOUR RESULTS Measure stats such as: Delivery rates Open rates Click-through rates Contact churn Hard/soft bounces

15 + Right Content Right Audience Right Timing SUCCESS

16 s should add value, not ask for it.

17 Cool. Do you have examples?

18 2 20 HUBSPOT CUSTOMER S.

19 1

20 Things we like: Good branding in header image Funny, engaging copy and tone Good use of second person tense: you Things to improve: 1 The headline is confusing and might be unnecessary Add the headline to the image Test the amount of links that are in the What s the 's purpose: new lead generation? Add social sharing icons then. The calls-to-action at the bottom detract

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22 Things we like: Great design using three columns Good use of alt text Overall design is good, but there s a lot going on 2 Things to improve: Header, logo and nav should go. Think B2B not B2C. Content should be clear and above the fold. What s the purpose of the ? Keep image sizes and placement the same Remove the bottom part of the

23 3

24 Things we like: 3 Nice signature Good use of numbers in the layout Good use of white/negative space Things to improve: Header image is not necessary, logo is fine All about the company. Not written for the recipient. I vs. You Use more visually stimulating call-to-action buttons Clean up footer design. There are two footers. Remove sign up today call-to-action

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26 Things we like: 4 Good header image, but it needs a logo at the top Nice design with white/negative space Use of icons and nice color scheme Things to improve: Lots of calls-to-action. What s the s purpose? The content in the could be five separate s Think about your segmentation and list creation

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28 Things we like: Nice personalization Written in the second person Good use of different content in the Clear call to action button. Be a bit more descriptive Images are linked to the right landing pages Things to improve: 5 Horizontal bars are not necessary because of the rectangles No need to underline links, think design Increase fount size No alt text for images

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30 Things we like: Good use of a call-to-action image. Remove text from call-to-action and add to body Nice P.S. at the bottom. But make sure it aligns with the s purpose Things to improve: 6 Stock image is not needed. Think about mobile. The entire should be about cost analysis Make the image a clear call-to-action Shorten text and text-based call-to-action is not linked Don t need to explain who you are at the bottom

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32 Things we like: Short and to the point. Great! 7 Things to improve: No clear call-to-action button Remove the redundant logo images Header text is long and hard to understand Have it come from a human 3-5 bullet points would be ideal Remove share buttons and add them to the landing page instead

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34 Things we like: Really like the call-to-action button Good use of a link in the first sentence Coming from a real person Nice use of actual signature Bullets are good, but make them more concise Identified a specific segment and tailored the content to the segment Things to improve: 8 Make the logo smaller. Wrap the image with text. Left-align the image. Think mobile.

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36 Things we like: Logo links to the website Short and to the point Personal signature and personalized with first name Things to improve: 9 Logo is too big Call-to-action design could be updated. Use an icon. Make the call-to-action more clear. Link more of the s text to the landing page Don t need to have the FREE in all caps Bold the entire phrase not just a word or two

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38 Things we like: Header image makes sense because it s a call-toaction. Make sure the image is linked! Not overwhelming, short and to the point Good use of forward to a colleague 10 Things to improve: All images should be linked to the landing page Make sure the image sizes are all the same Add a header to drive the value proposition home Be mindful of line spacing

39 10 11

40 Things we like: Beautiful design. Very clean Short and sweet. Very clear what the offer is Good linking of the logo Things to improve: Make sure the top image links to the landing page Add alt text to the images Test plain text design as well Be sure to mobile test the s

41 12 3

42 Things we like: Love how the top image is a call-to-action and it s linked to the landing page The recipient knows exactly what the offer is Good color coordination between the image and callto-action at the bottom Great use of company branding Nice use of links in the s text Identified the pain point of the list Things to improve: 12 3 Clarify the call to action so it represents that it s for the recipient's boss Add personalization: Company name

43 13 3

44 Things we like: is responsive. Yay! Logo links to homepage 13 3 Things to improve: Strange template. Center the content. Content could be in two paragraphs with bullet points Wrap the text around the icon. Make it clickable and move it further up. Try to use a more relevant, enticing image Call to action should be sign up or register, not join

45 14 3

46 Things we like: Links are great, but move them above the fold Looks like a personalized follow-up, not a marketing Things to improve: Logo is too big Second paragraph is too dense language could be improved. You vs. I. Watch for grammar and capitalization consistency Reduce the length of the

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48 Things we like: Nice header image with text. Link the image. Using general personalization Good use of P.S. but it s too long 15 3 Things to improve: Watch grammar and copy Call to action is very hard to read. Too small Lots of extra space at the bottom of the Sign the by a human

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50 Things we like: Great copy Great image, but make it clickable. Watch out for design overload Things to improve: 16 3 Use either just the image or just the text with a small image Design a more clear call-to-action Adjust the call-to-action tense to be in the second person No need to change text size and color as much. Keep the changes consistent with design Center the call-to-action Social sharing language is confusing

51 17 3

52 Things we like: Good use of personalization Logo leads to a specific landing page 17 3 Things to improve: Remove the about Datatrack section. Add a short P.S. instead Too many calls-to-action. What s the 's purpose? Reduce the content, shorten . Think about your persona and list. Remove the certification image

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54 Things we like: Love the logo, but words under the logo are hard to read and are small Like the image based call-to-action 18 3 Things to improve: design could be improved Include a call-to-action at the bottom of the Improve the s signature length is too long Too many sharing options. Move them to the landing page

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56 Things we like: Good footer design Nice sharing icons at the top. But do the personas share content like this? 19 3 Things to improve: Remove the stock image. Add it to the landing page. Too many links in left column. Remove the column. Less is more. Shorter paragraphs. Improve the s headline. What s the purpose of the ? Have it come from a person Make the call-to-action more clear and move it up

57 20 3

58 Things we like: Good use of call-to-action language Great content that will entice the recipient to take action Good copy. Short and sweet 3 20 Things to improve: Too much content in the Create a cleaner layout Improve the overall design cadence Don t need the extra resource at the end. Create a separate

59 NEXT STEPS 1. To be successful at marketing you need to send the right content to the right person at the right time. 2. Segment your contacts database to increase engagement and deliverability. 3. Optimize s based on the goal of your Every audience is unique. Optimize for YOUR segments.

60 CLASS RESOURCES Introductory training HubSpot customer examples 10 Examples of Brilliant Marketing

61 QUESTIONS?

62 THANK YOU.