HubSpotInboundMarketingWorkbook PDF
HubSpotInboundMarketingWorkbook PDF
Company: ___________________________
Workbook Instructions
This workbook is designed to help you create an inbound marketing plan that will help you achieve your sales and marketing goals. Inbound marketing is the process of: a) b) c) d) Attracting more traffic to your website Converting more traffic into leads Converting more leads into customers Measure & analyzing each step for continuous improvement
Unlike other marketing and advertising expenses, inbound marketing is an investment that produces compounding results over time; As you create inbound marketing assets like blog posts, landing pages, links and social media followings, they will help you attract traffic, capture leads and convert leads into customers - every day into the future. Throughout the document, there are exercises you should complete in order to start applying the inbound marketing strategies to your business. Dont be overwhelmed by the size of the workbook and the number of steps involved. Dont listen to anyone who says you have to do this all at once. Depending upon the time you can devote or your budget, implementing everything in this plan may take you 3-months, 6-months or even a year. If youre not sure how to proceed while completing this document, seek out assistance from a HubSpot Certified Partner or HubSpot Inbound Marketing Specialist. If youd like inspiration or stories about how inbound marketing has been applied to many types of businesses, review these case studies. Once you commit full force to inbound marketing, youll discover that patience is not only a virtue, but it is also required. Most businesses wont get immediate results. This process takes time and you must be persistent. You will be successful if you keep working at it. Lets get started!
Business Goals Build brand or product awareness & buzz Attract more traffic to your website Convert more site visitors into leads Convert leads into qualified sales-ready leads Convert more leads into sales Grow email database Grow online ecommerce sales Retain existing customers Upsell or cross-sell existing customers Other: Other: Other:
Importance 1 2 3 4 5 6 7 8 9 10 1 1 1 1 1 1 1 1 1 1 1 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10 2 3 4 5 6 7 8 9 10
Currently measure effectively? n/a - yes - sorta - no n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a n/a yes yes yes yes yes yes yes yes yes yes yes - sorta - no - sorta - no - sorta - no - sorta - no - sorta - no - sorta - no - sorta - no - sorta - no - sorta - no - sorta - no - sorta - no
If youd like to measure these metrics precisely, you can set up website analytics, lead tracking and closed loop marketing d uring a HubSpot trial. Below is a screenshot of data from HubSpots customer acquisition rates and number from April 2009 to June 2009.
Heres an example of what your ideal lead profile might be after youve completed the table. This is data that HubSpot collec ts to qualify a lead.
Example Descriptors Industry Sells to? Number of employees Location Years in business Job Title Option 1 Technology Other businesses (B2B) 1 North America <1 Marketing Option 2 Manufacturing Consumers (B2C) 2-5 South America 2-5 IT Option 3 Professional Services 6-10 Europe 6-10 CEO/Executive Option 4 Consumer services 11-25 Asia 11-20 President Option 5 Marketing services 25-100 Africa 21+
Competitive Benchmarking
Gather data about your competitors in order to uncover successful strategies you can emulate as well as how you can beat your competition where theyre weak. Are they are using social media? Is their blog effective? How strong is their SEO? In the first row, enter your own companys information for comparison. Below that, enter the information for your competition.
Competitors Website Website Grade Search Rank Pages in Google Traffic Rank Inbound Links Blog Grade Twitter Grade Facebook Grade
Go to HubSpots free www.grader.com tools and start a free HubSpot trial to quickly do a complete competitive analysis. Below is an example screenshot from Competitor Grader, available through a free HubSpot trial.
View the HubSpot keyword examples below to see how the thought process works.
Inbound marketing Internet marketing SEO Lead generation Inbound marketing software Internet marketing advice Search engine optimization Online lead generation Inbound marketing help Internet marketing webinars Search optimization Website lead generation Inbound marketing training Marketing webinars Search engine marketing Inbound lead generation
Once youve brainstormed a list of keywords, you can use Keyword Grader in a HubSpot free trial to evaluate which keywords to focus on. The ultimate goal of keyword research is to find relevant keywords that have high search volume, but low competition. You may also choose keywords if you already generate traffic or rank well for them. The trial will help you identify these keywords. If youre having difficulty brainstorming, you can also use the HubSpot free trial to help you identify other keywords. Yo u can enter your competitors sites or a keyword, and the tool will suggest other keywords to consider.
Off-Page SEO: Links from external sources Make sure all of your web pages are indexed in Google Make sure your website is listed in free directories like DMOZ, and ZoomInfo Consider reputable paid directory Llistings, such as Yahoo!, Business.com or industry-specific directories Using HubSpots Link Grader, see who links to your competitors and ask them to link to your website too Organizational Links (.org) are considered to have greater value (i.e. chamber of commerce & other business organizations you belong to) Partner Links exchange links with value-added business partners Social Media and Social Bookmarking Links
k. Other?
Specific types of posts such as data, infographics, how to articles and lists usually perform very well. But, you should test to see which types of articles a) attract more comments b) attract links c) get shared via social media d) get the highest readership. If you have a blog currently, you can use a HubSpot trial to evaluate your current blog posts like the table shows.
Pay-Per-Click ads, newsletters, web pages and blogs can all direct traffic to a landing page. You should have a different landing page for each offer, in order to measure its effectiveness. See the screen shot below for an example of how different HubSpot offers perform. HubSpot data shows that educational and non-promotional offers perform better. HubSpot customer data also shows that customers with more landing pages produce more leads and convert a higher percentage of visitors into leads. You can use a HubSpot trial to build and launch landing pages.
See the image to the right of how the HubSpot social media monitoring tool detects content containing keywords that are important to HubSpot like lead generation and inbound marketing.
In social media, its key to Do Something Every Day! When you create a new blog post, tweet about it! Comment on someone elses blog When you attend a live networking event, follow up with someone you met by connecting with them on LinkedIn or Facebook. Read any interesting blog articles? See a good video on YouTube? Tweet about it. Share it on LinkedIn or Facebook. Make recommendations on LinkedIn. Post a question or answer one
Use this template to outline your first email campaigns and lead nurturing messages. From: _______________________________ Subject: _______________________________ Topic 1. 2. 3. Call to Action Frequency: _________________(weekly, monthly) Send on: _________________ (day of week) Link to
Pay-Per-Click Advertising
Organic ranking is greatly preferred over pay-per-click advertising for a couple of reasons. One being that organic ranking is free. Two is that statistics show that people are more likely to click on organic links than advertisements. PPC advertising does have its merits in some cases, such as a recent product launch where you need to get found immediately and dont have the time to wait for organ ic results. PPC ads can also be a great way to test out your keywords before implementing search engine optimization for them; you can figure out which keyword phrases perform better using PPC and then use those phrases in your organic SEO strategy. When planning ppc and online advertising campaigns, you should group keywords into campaigns and make sure that your landing pages match your ads and keywords. In other words, ads should include the keywords the user enters into the search engine. Your landing pages should include these words too. Use the table below to start planning campaigns for the offers youv e created. Ad Campaign/Group Keyword Offer/Landing Page
Be sure to have good analytics in place, so you can calculate the ROI on each ad campaign and keyword. Over time, you should invest more in campaigns that produce qualified leads and customers and cut budgets for keywords and ads that dont produce an ROI . View the data below for a specific campaign with a set of keywords that performed well for HubSpot.
About HubSpot:
HubSpot provides inbound marketing software and training that helps small and mid-sized businesses: 1. 2. 3. 4. Attract more traffic to their site via SEO, blogging and social media Convert more visitors into leads via landing pages Convert leads into customers via email marketing, lead nurturing, lead intelligence and crm integration and Analyze and continuously improve results via lead tracking and website, blog, social media and closed loop marketing analytics
While this workbook provides a roadmap to help you plan your inbound marketing strategy, youll need tools and additional training and processes in order to implement it effectively. Fully leveraging a HubSpot free trial will help you see this firsthand. Seek out assistance from a HubSpot Certified Reseller or HubSpot Inbound Marketing Specialist to help you complete this worksheet and start your plan towards inbound marketing success. Based in Cambridge, MA, HubSpot is a 160 person company with more than 3,000 customers. Learn more HubSpot.com