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Find recordings & resources here:http://learning.hubspot.com/traffic-august-12/

Alan Perlman Alan Perlman@AlanPerlman

Course Details101

Goals & Research

102

Plan & Create

103

Create & Optimize

104

Promote

105

Analyze

106

Recap

1234

AGENDA

Scheduling Social Media updates

Creating a blog digest email

Promoting content on your own site

Class Homework & Questions

CREATING A BLOG

DIGEST EMAIL

1

Target audience Target offer Target email

The List

List Quality1234

Do you have an unsubscribe or suppression list?The list was not purchased, rented, leased or gifted from a third party

Does everyone on the list have a prior relationship with you?

Would they be expecting/ not surprised by your email?

Segmenting by your customer

personas

ALIGN YOUR BUYING PROCESSRealize Problem or Need

Perform Research

Establish Buying Criteria

Search for problem or

need

Begin to understand

solutions

Prioritize what’s most important

in a solution

Evaluate vendors based

on buying criteria

• Use keywords that describe problem• Don’t yet understand solutions• Looking to be educated• Commitment is low

• Learn about how to solve problem• Understand what’s available• More educated questions• Commitment is low to medium

• 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

Segmenting by the buying process &

content

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

1234

Action Oriented

Convey the offer or benefit

Less than 45 characters

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

123

Email Body

54

Plain text version

Always send a test email first

Guides and tutorials

+

Add to your marketing plan..

Class Homework1 Create & send blog digest email

SCHEDULING SOCIAL MEDIA

UPDATES2

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

Landing pages2

Other people’s relevant content3

Blog articles

4 News and upcoming events

5 Quick facts or quotes

6 Customer stories

Always include a link in any

update!

HubSpot’s Bookmarklet1

Use to share other people’s content that you find on the Internet

20-30 updates per week (3-4 per day)

15 updates of your own content

15 updates are other people’s content

1

2

3

Add to your marketing plan..

Class Homework2 Schedule social media for next

week

PROMOTE ON YOUR

SITE3

Thank You Pages

1234

Call to action to read your blog content

Display a RSS feed of your blog’s contentCall to action to subscribe to your blog

List articles that are relevant to the landing page offer the lead just received

Add to your marketing plan..

Class Homework34

Add blog content or CTA to a thank you page

Add links to blog & CTA to at least 5 website pages

Class Homework1234

Schedule social media for next week

Add blog content or CTA to a thank you pageAdd links to blog & CTA to at least 5 website pages

Create & send blog digest email

5 Add activities to your Marketing Plan

11Analyze 105Mon 8/20

Analyzing & Adjusting Strategies

1338Cases

1PM EST

http://academy.hubspot.com/traffic-august-12/

QUESTIONS?aperlman@hubspot.com

Where to find resources & recordings?

123

Watch class recordings

Download slides & resources

http://academy.hubspot.com/traffic-august-12

THANK YOU.