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1. 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/

2. Alan Perlman Alan Perlman @AlanPerlman

3. Course Details Goals & Research 104 101 103 102 105 106 Plan & Create Create & Optimize Promote Analyze Recap

4. AGENDA Creating a blog digest email 1 Scheduling Social Media updates 2 3 Promoting content on your own site 4 Class Homework & Questions

7. Creating a blog digest email 1

9. Target audience Target offer Target email

10. The List

11. 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?

12. Segmenting by your customer personas

13. 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

14. Segmenting by recent conversion

15. Awesome User Experience = Better Response Rate

16. Email content and Best Practices

17. Analyze > Blog Analytics • How to find them • Other content to promote?

19. 2 From Name & Email Address

20. 3 Subject Line

21. 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

22. 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]

23. 3-5 Links • 125 words or less of content • Personalize • Images • CAN-SPAM • Plain Text 4 Email Body

24. Email Body 1 2 3

25. Email Body 5 4

26. Plain text version

27. Always send a test email first

28. Guides and tutorials +

29. Add to your marketing plan..

30. Class Homework Create & send blog digest email 1

31. Scheduling Social Media updates 2

32. “ Either write something worth reading or do something worth writing about. Benjamin Franklin Image Credit: lhalstead

33. Image: http://inay.org

34. Social media works when you target your ideal personas

38. 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

39. Always include a link in any update!

40. HubSpot’sBookmarklet Use to share other people’s content that you find on the Internet 1

42. 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

43. Add to your marketing plan..

44. Class Homework Schedule social media for next week 2

45. Promote on Your site 3

48. 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

49. Add to your marketing plan..

50. 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