10 ideas for your new year's resolution

New Year’s Resolution

10 IDEAS FOR YOUR

I learned how to use Excel from my dad’s football pool when I was 10.

@RSprung

RACHEL SPRUNG

PLAN OUT YOUR CONTENT IN ADVANCE. 1

HOW DO YOU PLAN OUT YOUR CONTENT?

1  Figure out your marketing goals for the month. 2  Assess your resources. 3  Brainstorm different campaigns to run. 4  Outline the content that would be associated with each

campaign. 5  Delegate to others on your team or in your company by

assigning tasks. 6  Start executing on your plan.

STEPS TO PLANNING YOUR CONTENT.

CALENDAR. The Calendar helps marketers organize content and people on their team to efficiently assign content, schedule publishing, and organize campaigns.

WHAT CAN YOU DO WITH THE CALENDAR?

Organize content by channel or campaign.


Schedule content right from the calendar.


View details about content listed on your calendar.


Assign tasks to others on your team.

CALENDAR =

ORGANIZER + PROJECT

MANAGER.

COMMIT TO BLOGGING. 2

HubSpot customers who write 3-4 blog posts per month vs. 2 blog posts per month get

•  20 more monthly lead submissions,

•  800 more monthly site visits,

•  60 more Twitter followers, and

•  50 more Facebook like’s.

GRAB THE READER’S ATTENTION FROM THE START.

•  Make it catchy! •  Explain what you are

about to address •  Convince the reader

the post will help them solve that problem

STRUCTURE YOUR POST.

•  Organize your content •  Consider different

formats •  Make your posts

succinct •  Remember that readers

scan

FORMAT YOUR POST.

•  Use Blog Blueprints •  Add visual elements

to your post

INCUDE A CALL-TO-ACTION.

Primary CTA

Secondary CTA

USE THE SEO PANEL.

•  Title Optimizations

•  Body Optimizations

•  Image Optimizations

•  Meta Optimizations

USE CTAS TO DRIVE CONVERSIONS. 3

WHAT IS A CONVERSION RATE?

CTA #1: 6.7% CTR

CTA #2: 2.1% CTR

CTA #3: 15.9% CTR

CTA #1: 6.7% CTR VISITOR

CTA #2: 2.1% CTR LEAD

CTA #3: 15.9% CTR CUSTOMER

ANALYZE YOUR MARKETING CHANNELS. 4

“Pull an analysis on your marketing.”

-Your boss

WHAT IS A KEYWORD?

•  Visits to your site •  Breakdown of visitors,

contacts, and customers by channel

•  Conversion rate between different lifecycle stages

TRAFFIC SOURCES.

TRAFFIC ONLY TELLS PART OF THE STORY.

DRILLDOWN BY CHANNEL.

USE TRACKING URLS. 5

TRACK EVERYTHING.

http://blog.hubspot.com/marketing/30-day-blog-challenge-tip-27-sr?utm_campaign=%23blogfor30&utm_medium=social&utm_source=linkedin

CREATE TRACKING URLS.



Step 1: Type in your page URL.

http://blog.hubspot.com/marketing/30-day-blog-challenge-tip-27-sr?utm_campaign=%blogfor30&utm_medium=social&utm_source=linkedin


Step 2: Type in ?utm_campaign= and then the name of your campaign.



Step 3: Type in &utm_medium= and then the name of channel.



Step 4: (Optional) Type in &utm_source= and then more information about your channel.

Type in your URL, select your campaign, and select the Source.

CREATE TRACKING URLS IN HUBSPOT.

The URL Builder will show you where traffic from this URL will appear in the Sources report.


If you need to fill out more options, they will appear below.


USE MUTIPLE CHANNELS TO RUN YOUR NEXT CAMPAIGN. 6

INBOUND MARKETING CAMPAIGN.

•  Specific •  Measureable

•  Attainable •  Relevant •  Time-bound

“Generate 5000 leads who are interested in social media marketing by June 30, 2013.”

SET GOALS.

AUDIENCE.

THE OFFER.

DON’T TREAT ALL VISITORS THE SAME. 7

Why is it important to show different content on my website?

74% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.

-2013 Online Personal Experience study

Display mobile friendly content to visitors coming from their mobile device.

WHEN TO USE PERSONALIZATION.

Include “Tweet this” links for visitors coming from Twitter.


Show different products to people from different countries.


SCALE YOUR MARKETING EFFORTS. 8

SEGMENTATION IS KEY.

BRANCHING LOGIC. Branching logic allows you to further develop distinct nurturing experiences for your contacts, creating “mini-goals” that help you optimize each step of your marketing automation strategy to the fullest.

+ + +

THE REASON BEHIND BRANCHING.

WITH THIS COMES MORE POWER.

POSSIBLE CHECKS.

BUT YOU DON’T WANT TO END UP HERE.

SO WHAT ARE SOME GOOD IDEAS?

1.  Am I still talking to the same segment? 2.  Is the path I'm creating with branching helping

my contacts move toward the overall goal? 3.  One singular workflow isn't meant to move all

contacts through your entire funnel.

GENERAL GUIDELINES.

FIGURE OUT WHAT MARKETING EFFORTS ARE PAYING OFF. 9

ATTRIBUTION REPORT.

VISITOR

LEAD

LEAD

MQL

CUSTOMER

STRANGER Sources? URLs? Referring URLs?

Sources? URLs? Referring URLs?



All interactions – Weights each touchpoint equally

Use this model if your campaigns are supposed to maintain contact and

awareness consistently throughout.

WHAT MODEL TO USE.

VISITOR

LEAD

25% 25%

25% 25%

First touch – The first touchpoint.

Use this model if your campaigns are supposed to create initial awareness.

WHAT MODEL TO USE.

VISITOR

LEAD

100%

Last touch – The first touchpoint on the most recent visit

Use this model if your campaigns are supposed to attract people after you

have already created contact and awareness over time.

WHAT MODEL TO USE.

VISITOR

LEAD

100%

Last interaction – The last touchpoint.

Use this model if your campaigns are supposed to attract people at the

moment of conversion.

WHAT MODEL TO USE.

VISITOR

LEAD

100%

First & last touch (by referrer or source) – The first and last page/source that

referred contacts to your site.

Use this model if you value touchpoints that introduced visitors to your

brand and final touchpoints that resulted in a conversion or sale.

WHAT MODEL TO USE.

VISITOR

LEAD

50%

50%

Simple Decay – The last six touchpoints viewed with more weight on recent

pages

Use this model if you value touchpoints more that led up and included the

conversion.

WHAT MODEL TO USE.

VISITOR

LEAD

6.6875% 13.375%

26.75% 53.5%

THERE IS NO RIGHT OR WRONG ATTRIBUTION MODEL TO USE.

WHERE ARE MY BLOG LEADS COMING FROM?

Interaction Scoring Type: • By referrer • Last interaction

Conversion Type: Became a Lead Date

WHERE ARE MY BLOG LEADS COMING FROM?

Action Items: •  The score shows that the

15 Best Blogs post is your top performing blog post.

•  Optimize your posts that are performing the best.

•  See if there’s a pattern between the posts that perform well and the topics or format of the post.

WHAT SOURCES DO MY LEADS COME FROM?

Interaction Scoring Type: • By source • All sessions

Conversion Type: Create Date Note: Sources just shows first touch, but this report shows every touchpoint.

WHAT SOURCES DO MY LEADS COME FROM?

Action Items: •  Consider altering allocation

of resources, taking these results into account

•  Optimize more emails around closing customers, and create

CLOSE THE LOOP ON YOUR MARKETING. 10

HOW DO YOU DECIDE WHERE TO INVEST?

WHAT DOES THIS REPORT TELL YOU? WHAT WILL YOU DO NEXT?

What does the report tell you? •  Email marketing is your most

successful channel. •  Organic Search is

generating the second highest amount of revenue.

•  Paid Search and Referrals are not generating customers.

Action Items: •  See what pages are

generating the most search traffic. Optimize other pages to help increase organic search.

•  Dig in to your best practices for email marketing and see if they can apply to other channels.

REVENUE REPORTING HELPS YOU…

•  Make Educational Decisions

•  Plan for the Future

•  Invest in the Right Places

•  Understand What’s Working

QUESTIONS?

THANK YOU.

10 ideas for your new year's resolution

Marketing

blog posts

blog blueprints

ctr cta

schedule content

ctr lead cta

ctr visitor cta

use tracking urls

primary cta secondary