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Tips for a successful inbound marketing strategy in HubSpot
1. TIPS FOR A...
SUCCESSFUL
INBOUND STRATEGY
12 SEPTEMBER 2017
Presented at the London HUG:
https://www.whitehat-seo.co.uk/hubspot-user-group-london
KAREN RAFFERTY, PARTNER SERVICES MANAGER (EX CHANNEL CONSULTANT!) AT HUBSPOT
2. Karen Rafferty
Partner Services Manager
• Passionate about C$R!
• 1.5 years in Channel Consultant roles
• Background: marketing, branding, web
projects management, account
management & lecturing
• Moonlighting as a Dog Foster Mom
Why I’m speaking today…
3. TYPICAL CHALLENGES…
Not getting
good traffic to
my website...
We’re getting
leads but they
are a bad fit!
My leads aren’t
turning into sales
enquiries :(
Not getting
enough leads!
We have lots of
content but it’s
not producing
actual leads!
4.
5. Inbound marketing focuses on attracting best-fit
customers through content and interactions that
are relevant and helpful
- not through interruption.
7. TOP 3 CHALLENGES
1. Not attracting the enough (or enough of the right
kind of!) traffic to my website
2. My traffic isn’t converting into leads
3. I’m not closing enough leads into customers
8. 1. We’re not attracting enough
of the right kind of traffic to
our website.
10. GETTING THE BASICS RIGHT…
Defining who your buyers
are + mapping their
buying behaviours.
Defining why a prospect
should pick you over
competing alternatives…
11. “Nobody buys a product
or service because it
can do everything but
rather because it can
do something”
Tim Williams
Positioning for Professionals
12. 72% of businesses are
more likely to buy from
thought leaders, people or
businesses that are
recognized as an expert in
their marketplace.
Source: B2B marketing.net
13. How well is your positioning
conveyed across your digital
footprint?
How well do you sell from
the search listings?
14. • Clarity in positioning, no
ambiguity
• Inbound Marketing is ‘unpacked’
into easier to understand
services
• USP of HubSpot Diamond
Partner status is ‘dialed up’
• Clear keyword strategy
employed
• Consistency in positioning across
digital footprint
15. Ensure your customers can find you online
Topics over Keywords
Over 90% of people do not go
past the first page of google
28. Ensure you are conveying your positioning consistently
across all online platforms
Ensure all your content is developed with your Persona
at the forefront of your mind
Don’t just focus on keywords, start to structure your
content around core topics you want to rank for
36. ● THE SKY SCRAPER TECHNIQUE Backlinko
Find link-worthy content
- Buzzsumo
- Ahrefs
- Google News
- Opensite Explorer
1
37. 2. Beat it! Create something even better…
○ More thorough & comprehensive
○ More up-to-date
○ Expanded explanations, more user-friendly
○ Enhanced in design
3. Email outreach to same link set & more
○ Reach out to site owners already linking to similar content and
inform them of your update
○ Use Ahrefs or Opensite Explorer to export list of all site linking to
competing content
● THE SKY SCRAPER TECHNIQUE
46. Create content people will love
Skyscraper technique
Interactive content
Videos
Use smart content to get content in the right place
at the right time
Use data to optimize
A/B Testing
Documents
47. 3. I’m not closing enough leads
into customers
57. Give sales reps more time to focus on strengths
Templates
Sequences
Documents
Meet your prospects on their terms
Messages tool
Meetings link
Equip your sales team with knowledge
Contact Timeline
Notifications
Charlie App