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Marketing CampaignsPromotion

Tim Dearlove Inbound Marketing Consultant@tdearlove

PC

MAC

CHAT WITH ME!MESSAGE ME USING THE

QUESTION PANEL

Review Marketing Campaign Cycle

Email Marketing

Blogging

Social Media

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Agenda

Next Steps53

Just a Quick Review…Inbound Marketing Campaigns

Offer

LP + CTA

LN

EmailBlog

Social

Analyze

Identify Conversion Opportunities and Make New Offer.Offer

LP + CTA

LN

Email

Blog

Promote

Analyze

Build Landing Page, Call To Action and Thank You Page to advertise the offer.

Attach Lead Nurturing Campaign to the Offer.

Build Targeted List and Email Existing Contacts the new offer.

Write blog articles around the topic of the offer to promote on website.

Schedule social media promotions of landing page and blog posts

Analyze the results of each element to improve next campaign

Advertise your offer with

EMAIL

Promote Your Offer Through Email

CREATE A LIST

EMAIL LIST

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Key PointOver ImageUse this slide to make a key point such as presenting a mission statement or providing a break between sections.

Who’s in your Marketing Database?

Segmentation is Critical

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Who is my Audience?Past project work clients

What’s the Purpose of my Email?Educate and re-engage past non-Inbound Marketing clients on value of IM

What’s the Goal of my Email?Flush out interested parties – Schedule follow up with engaged contacts

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The Rule of 3…

RATES

CLICK THRU

• 3-5% NON-NEWSLETTER• 11%

NEWSLETTER

• 5% NON-NEWSLETTER• 14%

NEWSLETTERB2CB2B

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Some tips…..

Attract new visitors withBLOGGING.

Promote Your Offer Through Blogging

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Blog for On-Page and Off-Page SEO

KEYWORDS

Long-TailEx. B2B Inbound Marketing Tactics

Problem-Based

Ex. How to incorporate

social media into my marketing

Solution-Based

Ex. Inbound Marketing Agency

in Boston

Short-TailEx. Marketing

On-Page SEO and KeywordsWebpage Element

How the Keyword fits in

URL www.hubspot.com/inbound-marketing-software

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

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Blog Article ThemesWhat does your offer solve? What questions does your offer answer?

PICK A KEYWORD:

Failures/ Mistakes in ______

Top Tips For _____

Best Practices For _____

How to do ____ better

What NOT to do with _____

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Four Reasons Why YOU Should

be a GUEST BLOGGER

Valuable Inbound

Links

Drive Targeted Traffic

Expand Your

Reach

Establish

Authority

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How to be a great blogger…

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LISTEN TO YOUR

CLIENTS

WRITE ABOUT THEIR

PROBLEMS

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Don’t think like a

salesperson

Think like a teacher

Spread the word with

SOCIAL MEDIA.

Promote Landing Page and Blog Articles on Social Media

Social

PROMOTE YOUR OFFER

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How To Get Involved In Social Media

Follow industry thought leaders. Chances are they’ll follow you back.

Monitor specific keyword mentions pertinent to the business. Respond with value.

Follow & read industry blogsAnswer questions and comment.

Re-tweet or @mention contacts you have your eyes on. Provide them with content.Dive in head first and engage!

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SOUNDS GREAT!

so how do I actually do all

of those things?

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Tricks of the TradeFollowerwonk.com, LocalFollow.com, WeFollow.com

1 Follow Industry Thought Leaders

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Tricks of the TradeSocial Media Prospects

2

1 Follow Industry Thought Leaders

Monitor Keyword Mentions

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Tricks of the TradeGoogle Search Blogs

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1 Follow Industry Thought Leaders

Monitor Keyword Mentions

Read Industry

Blogs

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Tricks of the TradeThe Bookmarklet App

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1 Follow Industry Thought Leaders

Advanced Segmentation

Nurturing via any ESP

Re-tweet or @mentions

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Use HubSpot’s Social Contacts 4 Re-tweet or @mentions

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Where We Are. Where Are We Going.

Offer

LP + CTA

LN

EmailBlog

Social

Analyze

VAR Training: Month 2Goal: Launch Marketing Campaign (Landing Pages, Workflow/Email)

Campaign Progress

Assessment

Contacts & Prospects Session

Campaign Building: Promote

Sources Session

VAR Specific 1:1Many

1:1 Consulting

Product Training

Session Key

VAR Training: Month 3Goal: Review Analytics, walk through ROI

deck

Driving ROI

Marketing Performan

ce Evaluation

VAR Specific 1:1Many

1:1 Consulting

Product Training

Session Key

Action Items:

• Register for Driving ROI Class: http://academy.hubspot.com/Partner-Classes/var-training-overview/driving-roi/

• Register for Sources Class:http://academy.hubspot.com/sources-class-registration/

• Start to segment your list and prepare first Email Blast to promote your offer

• Write 2-3 Blog Articles promoting the offer• Schedule Social Media Activity to Promote the

Offer for 2 weeks