a day in the life of an inbound marketer final

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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