a day in the life of an inbound marketer final
DESCRIPTION
You could spend all day doing inbound marketing. Heck, you can spend all day just reading the Inbound Marketing Blog!Where should you start? Where should you focus to get the most our of your or your team's efforts?This 60 minute webinar plus Q&A will explain how to structure your day, leverage your internal and external resources to get the highest ROI from inbound marketing. Learn from two Inbound Marketers at HubSpot on how we prioritize tasks and projects, what's critical vs. nice-to-have, what we do ourselves vs. delegate and more tips.TRANSCRIPT
A Day in the Life of an Inbound Marketer
Jordyne WuInbound Marketer
@jordyneKirsten Knipp
Product Evangelist
@kirstenpetra
Housekeeping Items
• Today’s webinar is scheduled to last 1 hour including Q&A
• All dial-in participants will be muted to enable the speakers to present without interruption
• Questions can be submitted via the Go To Webinar ‘Questions’ screen at any timeWebinar ‘Questions’ screen at any time
• Get the slides & a recording of this presentation approximately 72 hours after we conclude
http://www.hubspot.com/a-day-in-the-life-of-a-hubspot-marketer-archive/
Agenda
• Why inbound marketing?
• What are the most critical tasks?
• How do you spend your week?
• What do you do yourself?• What do you do yourself?
• What do you delegate?
• What can you do in minutes, hours,
days?
Why Are You Here?
• Why inbound marketing?
• It Works
• It’s Cheaper• What are the most critical tasks?
• How do you spend your week?
• What do you do yourself?
• What do you delegate?
• What can you do in minutes, hours, days?
Outbound Marketing
Outbound Marketing Is Dead
800-555-1234
Annoying
Salesperson
Inbound Marketing
Inbound is Cheaper
Respondents were asked to rate the relative cost of each lead channel as “below
average,” “near your average,” and “above your average”.
Inbound Marketing is a System
Get Found
Get Found
11
ConvertConvertAnalyzeAnalyze 2233
Find the full methodology at success.hubspot.com
Does That Mean You Never Sleep?
Or must become a Mutant Marketer?
No. Work Smart to Meet Your Goals
• Why inbound marketing?
• What are the most critical tasks to
inbound marketing success?• How do you spend your week?
• What do you do yourself?• What do you do yourself?
• What do you delegate?
• What can you do in minutes, hours, days?
Poll
• Where would you like to concentrate
your inbound marketing efforts the
most?
• Get Found?• Get Found?
• Convert?
• Analyze?
12
How Do You Get Found?Get
FoundGet
Found
ConvertConvertAnalyzeAnalyze
Create: Blog
Optimize: Page Titles, URLs, HeadersOptimize: Page Titles, URLs, Headers
Promote: Twitter, LinkedIn, Facebook
1. Start Blogging
• Establishes thought leadership
• Engages prospects & customers
• Helps you rank on keywords
• Attracts inbound links
Get Found
Get Found
ConvertConvertAnalyzeAnalyze
2. Optimize Your Blog Articles
• Page Title
• URL
• H1,H2,H3 tags
Get Found
Get Found
ConvertConvertAnalyzeAnalyze
• H1,H2,H3 tags
• Page Text
3. Promote Your BlogGet
FoundGet
Found
ConvertConvertAnalyzeAnalyze
What’s Next?
• Why inbound marketing?
• What are the most critical tasks to
inbound marketing success?
• Get Found
• Convert
• Analyze• How do you spend your week?
• What do you do yourself?
• What do you delegate?
• What can you do in minutes, hours, days?
1. Draw Visitors to a Place to ConvertGet
FoundGet
Found
ConvertConvertAnalyzeAnalyze
Landing Pages Convert How Much Better?
Create or Buy Call to Action Buttons
• Action-oriented
• Positive
Get Found
Get Found
ConvertConvertAnalyzeAnalyze
• Positive
• Clear
• Direct
2. Use Landing Pages to Boost Conversion
• The Blink Test
Get Found
Get Found
ConvertConvertAnalyzeAnalyze
• The Blink Test
• Go Naked
• Graphics Matter
• Keep It Simple
• Keep It Short
Do You Know What’s Working?
• Why inbound marketing?
• What are the most critical tasks to
inbound marketing success?
• Get Found
• Convert
• Analyze• How do you spend your week?
• What do you do yourself?
• What do you delegate?
• What can you do in minutes, hours, days?
1. Track Where Your Traffic is Coming From
Track Your Traffic, Leads and Customers
The Highest ROI Tasks
Get Found: Create Blog
Optimize Page Title, URLs, Headers
Promote Twitter, LinkedIn, Facebook
Convert: Leads using Call to Actions, Landing Pages
Analyze: Website Traffic, Leads and Customers
Agenda
• Why inbound marketing?
• What are the most critical tasks?
• How do you spend your week?
• What do you do yourself?• What do you do yourself?
• What do you delegate?
• What can you do in minutes, hours,
days?
An Inbound Marketer’s Week
Day Task
Daily 15 min: Read, comment on blogs, Twitter, Facebook
Monday 30 min: Create and optimize blog article
Tuesday 10 min: Publish and promote blog article20 min: Create landing page for upcoming PPC campaign
Wednesday 10 min: Launch landing page and PPC campaignWednesday 10 min: Launch landing page and PPC campaign20 min: Analyze website and blog traffic and conversions30 min: SEO website for 3 keywords
Thursday 20 min: Analyze email campaign and landing page conversion; test and tweak landing page
10 min: Email colleagues blog writing ideas to develop blog editorial calendar
Friday 30 min: Work on an eBook to put behind conversion forms
• Total Time on Inbound Marketing: 4 hours
• Target 2 – 4 hours on Inbound Marketing per week
Agenda
• Why inbound marketing?
• What are the most critical tasks?
• How do you spend your week?
• What do you do yourself?• What do you do yourself?
• What do you delegate?
• What can you do in minutes, hours,
days?
Task YouYour
CompanyYour
Agency
Inbound Marketing Strategy x x
Get Found
Create Content: blog articles, website pages, etc. x x x
Optimize for On and Off-Page SEO x x x
Promote in Social Mediasphere x x x
Do yourself vs. delegate
Promote in Social Mediasphere x x x
Convert
Visitors to Leads via Call to Action buttons and
Landing Pages
x x x
Leads to Customers via Lead Intelligence x x
Analyze x x
You need to understand Strategy and Analyze
You Can Delegate a Lot
30
Delegating Best Practices
1. Choose on track record
Agenda
• Why inbound marketing?
• What are the most critical tasks?
• How do you spend your week?
• What do you do yourself?• What do you do yourself?
• What do you delegate?
• What can you do in minutes, hours,
days?
Poll
• How much time do you have to start
on inbound marketing right now?
• Minutes?
• Hours?• Hours?
• Days?
33
If you have MINUTES . . .
Listen and participate in social media
If you have HOURS. . .
Create, optimize and promote a blog article
If you have HOURS. . .
Create one landing page
If you have DAYS. . .
Create landing pages for each campaign
If you have DAYS. . .
Create Call to Action buttons
If you have DAYS. . .
Optimize Your Website
Beyond the Basics…
Produce advanced content
Key Takeaways
• You can spend as much or as little time as you want on inbound marketing
• You can get started with bite-sized tasks that are still high ROIthat are still high ROI
• You can leverage internal and external resources
Next Steps
Try our HubSpot Service Marketplace
http://services.hubspot.comStart a HubSpot Trial
http://www.hubspot.com/free-trial/
We welcome your questions
Jordyne WuInbound Marketer
@jordyne@jordyne
Kirsten Knipp
Product Evangelist
@kirstenpetra
Thank you!
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