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#11 IMU: Inbound Marketing Review

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Class 11 of Inbound Marketing University

Inbound Marketing Exam Review

Professor: Mike Volpe, HubSpot

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#11 IMU: Inbound Marketing Review

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