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Use the Chat Pane in the GoToTraining Console to Ask Questions ! . We will be starting at 1:03pm EST . Please select your choice of audio: telephone or computer on your GotoWebinar console. Find recordings & resources here: http://learning.hubspot.com/ traffic-august-12/. Alan Perlman.

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Presentation Transcript
slide1

Use the Chat Pane in the GoToTrainingConsole to Ask Questions!

We will be starting at 1:03pm EST.

Please select your choice of audio: telephone or computer on your GotoWebinar console.

Find recordings & resources here:

http://learning.hubspot.com/

traffic-august-12/

slide2

Alan Perlman

Alan Perlman

@AlanPerlman

course details
Course Details

Goals & Research

104

101

103

102

105

106

Plan & Create

Create & Optimize

Promote

Analyze

Recap

agenda
AGENDA

Creating a blog digest email

1

Scheduling Social Media updates

2

3

Promoting content on your own site

4

Class Homework & Questions

slide9

Target audience

Target offer

Target email

list quality
List Quality

Does everyone on the list have a prior relationship with you?

1

2

Do you have an unsubscribe or suppression list?

3

The list was not purchased, rented, leased or gifted from a third party

4

Would they be expecting/ not surprised by your email?

align your buying process
Align Your Buying process
  • Use keywords that describe problem
  • Don’t yet understand solutions
  • Looking to be educated
  • Commitment is low

Establish Buying Criteria

Realize Problem or Need

Perform Research

Evaluate Vendors

  • Learn about how to solve problem
  • Understand what’s available
  • More educated questions
  • Commitment is low to medium

Segmenting by the buying process & content

  • Establish “must haves” –
  • Price, Quality, etc.
  • Don’t want to missing anything
  • Commitment is medium -high
  • Narrow down vendors
  • Compare vendors
  • Looking for trials, demos,
  • consultations
  • Commitment is high
analyze blog analytics
Analyze > Blog Analytics
  • How to find them
  • Other content to promote?
slide19

2

From Name & Email Address

slide20

3

Subject Line

slide21

Subject Line Best Practices

Less than 45 characters

1

2

Action Oriented

3

Convey the offer or benefit

4

Consistency with the first line of the email

slide22

Subject Line Examples

  • Title of most popular article that month
  • 5 [Month] Blog Articles You Should Read
  • Here’s your [Month] Digest
  • The [Business] Top Ten- [Month]
  • Weekly [Coffee] Links- [Industry]
  • Top 10 [topic] articles this month
  • 5 articles on [topic] you can’t miss
  • Top 5 articles reviewing [service/product]
slide23

3-5 Links

  • 125 words or less of content
  • Personalize
  • Images
  • CAN-SPAM
  • Plain Text

4

Email Body

class homework
Class Homework

Create & send blog digest email

1

slide32

Either write something worth reading or do something worth writing about.

Benjamin Franklin

Image Credit:

lhalstead

what should i promote
What Should I Promote?

Blog articles

4

5

6

2

3

1

Landing pages

Other people’s relevant content

News and upcoming events

Quick facts or quotes

Customer stories

hubspot s bookmarklet
HubSpot’sBookmarklet

Use to share other people’s content that you find on the Internet

1

slide42

20-30 updates per week (3-4 per day)

1

2

3

15 updates of your own content

15 updates are other people’s content

class homework1
Class Homework

Schedule social media for next week

2

thank you pages
Thank You Pages

1

  • List articles that are relevant to the landing page offer the lead just received

2

  • Call to action to read your blog content

3

  • Display a RSS feed of your blog’s content

4

  • Call to action to subscribe to your blog
class homework2
Class Homework

Add blog content or CTA to a thank you page

Add links to blog & CTA to at least 5 website pages

3

4

class homework3
Class Homework

Create & send blog digest email

1

Schedule social media for next week

2

Add blog content or CTA to a thank you page

3

Add links to blog & CTA to at least 5 website pages

4

5

Add activities to your Marketing Plan

slide52

1

Mon 8/20

1

Analyze 105

1PM EST

Analyzing & Adjusting Strategies

1338

Cases

http://academy.hubspot.com/traffic-august-12/

where to find resources recordings
Where to find resources & recordings?

http://academy.hubspot.com/traffic-august-12

1

2

Watch class recordings

3

Download slides & resources

slide55

THANK

YOU.

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