How to On-board HubSpot Clients

1. Partner Inbound Success Training How to On-board HubSpot Clients Your Host: Adrianne Mayshar Inbound Marketing Consultant

3. PC CHATWITH ME! MAC MESSAGE ME USING THE QUESTION PANEL

4. Agenda 1 Kickoff Meeting 2 Creating Great Content 3 Conversions 4 Get Found 5 Tools for Analysis

5. Planning The KICKOFF Timeline: Day 1

6. SET AN AGENDA • Today’s Agenda • Goal Discussion • Available Client Resources • Target Audience Discussion • Client’s Customer Buying Process • Current Marketing Activities • Technical Implementation

7. GOAL DISCUSSION Revenue Website Traffic Lead Generation Asking Questions is Key!

8. AVAILABLE RESOURCES Key Players Business Collateral

9. CUSTOMER BUYING PROCESS

10. Define Your Target Persona • Pain Points • What are they trying to solve? • What do they need most? • What makes their life easier? • How Can We Appeal to them? • Pain Points • Locations / Habits • Where do they access information on the internet? • What social networks do they use? • What keywords would they be searching for to find you? • Where can we find them? • Locations / Habits • Use Cases / Preferences • What value do you bring them? • Why can’t they live without it? • What action do you want them to take next? • How Can We Educate Them? • Use Cases / Preferences

11. MARKETING ACTIVITIES Blogging Social Media PPC Outbound

12. TECHNICAL IMPLEMENTATION • Website Structure • What CMS? • Who makes Changes? • Can we make HTML updates? • Getting HubSpot Setup • HubSpot Hosted Website • Subdomain Only HubSpot Support: 1-888-HUBSPOT ex.3

13. Creating RemarkableCONTENT Timeline: Weeks 1-2

14. CREATING KILLER OFFERS • Offer 1 Best Practices: • Answers the question “What Do I Need?” • Examples: • Guides • eBooks • Offer 2 Best Practices: • Answers the question “Why Do I Need it From You?” • Examples: • Case Studies • Recorded Webinars • Offer 3 Best Practices: • Answers the question “Why Should I Buy Now?” • Examples: • Consultations • Demos / Free Trials

15. BEGIN BLOGGING Get Found Establish Credibility Convert Visitors to Leads

16. Setting Up forCONVERSIONS Timeline: Weeks 3-4

17. DEVELOPING CONVERSION PATHS Landing Page Highly Trafficked Web Page What’s the offer? Why is it great? How do I get it? Form Call To Action Button submit Thank You Page Click Here To Download The Offer! “Next Steps” Content (i.e. blog posts)

18. USING LEAD NURTURING Lead Nurturing Campaign ToFu Offer CTA Button ToFu Offer Landing Page Automated Lead Nurturing Email is sent after X Days, thanking them for downloading Offer #1 and tells them about Offer #2 Fills out form Thank You Page MoFu Offer Landing Page MoFu Offer CTA Button Fills out form Automated Lead Nurturing Email is sent after X Days, telling them about Offer #3 Thank You Page BoFu Offer CTA Button BoFu Offer Landing Page New Customer/Client! Fills out form Thank You Page

19. Getting Leads ThroughPROMOTION Timeline: Whenever Content and Conversion paths are complete!

20. BLOGGING TO PROMOTE Tips: 2 – 3 Blog posts per content offer Use strategic keywords Create a monthly “blog recap” newsletter

21. SOCIAL MEDIA Tips: Leverage the right channels Use a content schedule Don’t get stale!

22. EMAIL Tips: Determine Goal of email Segment your list From a real person! Social Sharing Limit images Use tracking URLs Measure Results

23. Optimizing toGET FOUND Timeline: Month 2

24. KEYWORD STRATEGY Tips: Use HubSpot keyword tool Under 70 difficulty Over 100 monthly searches Optimize the top 10 pages

25. ON PAGE ELEMENTS

27. Improve Efforts byANALYZING Timeline: Weekly

28. SOURCES TOOL • Analyze organic keywords driving the most traffic • Diagnose conversion rates

29. PAGE PERFORMANCE • Discover keywords each page is ranking for • Determine completeness of SEO

30. MONTHLY REPORT

31. Next Steps Put together your own Kickoff Deck for the first client you onboard! Attend the “Driving ROI” Webinar