Goal Planning & Strategy Class Training Class

Transcription

1 Goal Planning & Strategy Class Training Class We will be starting at 2:02pm EST. Use the Chat Pane in GoToTraining to Ask Questions! FEEL FREE TO ENTER INTO THE CHAT PANE: 1 Where you re calling in from 2 What does your company do 3 Your position with the company

2 Sarah #HubSpotting

3 Goal Planning & Strategy Class Archive Page

4 Today s Goal: To learn and build a strong inbound marketing foundation

5 AGENDA Define your buyer personas [20min] Develop SMART marketing goals [15 min] Introduce inbound marketing campaign framework [15min] HubSpot Class tasks [10 min]

6 DEFINE 1 BUYER PERSONAS

7 Personas are archetypes that describe the various goals and observed behavior patterns among your potential customers

8 Every marketing activity you take, moving forward, will be dictated by your buyer persona

9 Everything: Keyword strategy Blog posts Offers CTAs Landing pages Thank you pages Lead nurturing Workflows New services New products

10 Get the right traffic and leads - not just any of them.

11 Alignment across the organization

12 Help you relate to your customers

13 There can be more than one.

14 Example Buyer Persona

15 Example Buyer Persona

16 Use Your Persona Worksheet

17 Ways to create buyer personas: 1 Research your current customers Interview your current customers Work through the worksheet with the sales team Use lead tracking data

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19 Middle-aged, male and putting kids through college Middle-aged, male and putting kids through college

20 Use Your Persona Worksheet

21 2 DEVELOP SMART MARKETING GOALS

22 SMART Goal Setting

23 SMART Goal Setting Specific Measurable Attainable Relevant Timely

24 SMART Goal Example: Increase visits by 50% through social media and Google, by end of June, 2013.

25 SMART Goal Example: Increase visits by 50% through social media and Google, by end of June, Specific: Visits

26 SMART Goal Example: Increase visits by 50% (5,000 to 7,500 visitors) by end of June, Specific: Visits Measurable: 50%

27 SMART Goal Example: Increase visits by 50% (5,000 to 7,500 visitors) by end of June, Specific: Visits Measurable: 50% Attainable: Must know their benchmarks to determine.

28 SMART Goal Example: Increase visits by 50% (5,000 to 7,500 visitors) by end of June, Specific: Visits Measurable: 50% Attainable: Must know their benchmarks to determine. Relevant: Inherent by goal

29 SMART Goal Example: Increase visits by 50% (5,000 to 7,500 visitors) by end of June, Specific: Visits Measurable: 50% Attainable: Must know their benchmarks to determine. Relevant: Inherent by goal Timely: end of June, 2013

30 Examples of not SMART goals Rank number one on Google for my website. Get more customers through social media. Grow my business to 10x profits.

31 Examples of SMART Goals Grow traffic through Google and Social Media by 3x over the course of 2013 Convert 20% more traffic into leads by end of Q3 by creating more conversion paths In 4 months, increase lead to customer conversion rate by 15% using Marketing to convert prospects into customers

32 Set SMART goals before the consulting call

33 INBOUND 3 CAMPAIGN FRAMEWORK

34 The Inbound Campaign Worksheet

35 Building an Inbound Campaign 1 Research: Goals & Timeline 2 Design: Building Your Assets 3 Execute: Who is Doing What & When?

36 The Inbound Campaign Worksheet

37 What is an Inbound Campaign? Create/Audit Buyer Personas Keyword Research Blog On-Page SEO Off-Page SEO List Segmentation Custom Lead Scoring Paid Search Lead Scoring Import & Social Media Press Releases Create MQL Definition Guest Posting Audit Marketing Optimize Thank You Pages Match Visits to Landing Page CTAs in Blog Sidebar/Posts It s cherry-picking the right strategies to hit a specific goal in a specific timeline

38 Building an Inbound Campaign 1 Research: Goals & Timeline 2 Design: Building Your Assets 3 Execute: Who is Doing What & When?

39 Use your Inbound Campaign Worksheet

40 Building a Marketing Campaign 1 Research: Goals & Timeline 2 Design: Building Your Assets 3 Execute: Who is Doing What & When?

41 1. WHAT IS YOUR GOAL & TIMELINE?

42 SMART Goal Setting Specific: Significant, Simple Measurable: Meaningful, Manageable Attainable: Appropriate, Achievable Relevant: Results-oriented, Realistic Timely: Time-oriented, Time-based

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44 2. WHAT ASSETS DO YOU NEED TO BUILD?

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46 Your Campaign Strategy Menu: 8 ways to get more visits Paid Search On-Page SEO Off-Page SEO Blog Import & Social Media Press Releases Guest Posting Consider what assets you will build.

47 Your Campaign Strategy Menu: 8 ways to get more visits Paid Search On-Page SEO Off-Page SEO Blog Import & Social Media Press Releases Guest Posting Consider what assets you will build.

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49 3. WHO WILL BE DOING WHAT AND WHEN?

50 You are a project manager.

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52 Building a Marketing Campaign 1 Research: Goals & Timeline 2 Design: Building Your Assets 3 Execute: Who is Doing What & When?

53 4 NEXT STEPS

54 HubSpot Points of Contact Training Classes Live webinars Learn how to use the software: Instructional Best practices Allow us to focus our limited consulting time on strategy

55 HubSpot Points of Contact Training Classes Live webinars Learn how to use the software: Instructional Best practices ways to access the Training Classes Allow us to focus our limited consulting time on strategy

56 . How to access your Training:

57 How to access your Training:

58 . Register within your portal

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63 HubSpot Points of Contact Training Classes Live webinars Learn how to use the software: Instructional Best practices Allow us to focus our limited consulting time on strategy Consultant Inbound Marketing strategy Onboarding consulting questions Incorporating HubSpot into your existing marketing strategy

64 HubSpot Points of Contact Training Classes Live webinars Learn how to use the software: Instructional Best practices Allow us to focus our limited consulting time on strategy Consultant Inbound Marketing strategy Onboarding consulting questions Incorporating HubSpot into your existing marketing strategy Account Manager Your contact throughout your HubSpot life Account questions Billing

65 HubSpot Points of Contact Training Classes Live webinars Learn how to use the software: Instructional Best practices Allow us to focus our limited consulting time on strategy Consultant Inbound Marketing strategy Onboarding consulting questions Incorporating HubSpot into your existing marketing strategy Support Technical questions and issues: Immediate help at HUBSPOT x3 Open 8am 8pm EST Account Manager Your contact throughout your HubSpot life Account questions Billing

66 Contact Support Within Your Portal

67 Class Tasks If you haven t already, login to HubSpot and complete your account activation Draft buyer personas Draft SMART marketing goals in Inbound Campaign worksheet Review class resources

68 Goal Planning & Strategy Class Archive Page

69 QUESTIONS?

70 THANK YOU.