#11 IMU: Inbound Marketing Review
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Transcript of #11 IMU: Inbound Marketing Review
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Inbound Marketing Exam Review
Professor: Mike Volpe, HubSpot
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Mike VolpeTwitter: @mvolpe
VP of Inbound Marketing@HubSpot
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Exam Study Guide
• Inbound vs. Outbound Marketing• Get Found
• Create• Optimize• Promote
• Convert• Calls to Action• Landing Page• Lead Qualifying• Email Marketing
• Analyze• Conversion Rates• Closed‐Loop Reporting• Marketing Measurements• Landing Page Effectiveness
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Inbound Marketing
Convert
Get Found
Get Found• Publish• Promote• Optimize
Convert• Test• Target• Nurture
Process Tools
Get Found• Content Mgmt• Blogging• Social Media• SEO• Analytics
Convert• Offers / CTAs• Landing Pages• Email• Lead Intelligence• Lead Mgmt• Analytics
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Get Found - Create
• Marketing Persona• Goals of Blogging• Blog Articles• eBooks, video, audio, PPT, etc.• Commenting on blogs
• Create content useful & interesting to your persona (not you!)
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Get Found - Optimize
• Search engine optimization (SEO)• Organic vs. Paid Search• How to evaluate keywords• On-page vs. Off-page SEO• Title tag (page title)• Page content & Image Alt text• Links (anchor text)• Be attractive to Google and people
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Get Found - Promote
• Promote content in social media• Get more visitors (viral)• Get more links for SEO• “Be interesting”
• Make relevant friends by being helpful
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Get Found - Promote
• Facebook (business page)• Twitter• LinkedIn groups• Integrate blog with social media• Building (your own) community
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Get Found - Convert
• Convert visitors into leads• Convert leads into sales• Offers & Calls to action• Landing pages• Lead qualifying• Email marketing (nurturing)• Keep things moving to the next
step in the process
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Get Found - Analyze
• Compare: What works, what doesn’t?• ROI: Was it worth the time/money?• Closed-loop marketing/reporting• Lead scoring• Visitors/leads/sales• Conversion rates• Measure to understand and
improve
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11
How do I implement this stuff?
Live Webinar: Thursday, June 25th at 3:00pm EDT (GM-5)
“How to Implement Inbound Marketing Using HubSpot”
Register for the free webinar: http://www.hubspot.com/implement-inbound-
marketing
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Who’s ready to pass?
Q&A
Mike Volpe
VP Marketing @HubSpot
Twitter: @mvolpe