The low hum of thousands of people begins to quite to a barely audible whisper the high is subsiding. As Hubspot INBOUND wrapped up its high-energy 4-day conference, I find myself taking a moment to reflect.
We took a group of five to the conference, each person from a different department. Our goal was to learn and absorb as much as possible. Below we have briefly recapped each session attended.
The Changing Face of SEO in 2015
Bill King | Sales | Hubspot
Tyler Richer | Senior Inbound Marketing Consultant | Hubspot
Being found organically is still successful but the way in which SEO is used today has changed. Bill King gives a great overview of what we need to know about search and how we can use to continue to grow.
- Google has 85% market share of search
- Original Google architecture much like an academic paperDocument title -> Summary (Abstract) (META DATA)->Chapter heading (H2) -> Text->Subchapter (H3) -> References (Quality link backs)
- Content- google cares about the answers to “I want to go, I want to know, I want to do and I want to buy” across all devices.
- Look at how Google is answering questions on a phone – Look at “people also asked”
- If you want content to rank high it has to be much better than what is in front of it, maybe up to 10x better
- Every piece of content should answer a question easily.
- Think about what it will take for each piece of content to be better than what is in front of it on search
- Easily consumed on mobile
- Misconceptions about links- any link is not a good link. Audit your link backs and expunge low quality links
- Drive inbound links to individual pages on your site
Using Data to Drive New Revenue in B2B Publishing
John Yedinak | @jryedinak | President | Aging Media Network Inc.
John uses specific examples from Hubspot to show how publishers can use data to develop new lines of business and increase revenue.
- Link up all your disparate data collection from events, newsletters, print, etc.
- Think of 25 questions you want to know about your audience and then bite them off five at a time through Progressive profiling tool on hubspot, particularly white papers
- Create internal white paper campaign to run on your site forever by producing a high quality resource such as “insights from CEOs” or other relevant targeted info that will be evergreen.
- Create a white paper page on your site and drive traffic there.
- Utilize all white papers, webinars as revenue generating and filling in your database.
- Find out what you want to know about your audience and then learn it.
- Use hubspot tools to collect data on the types of content your contacts read and then collect the list and target it through high quality lead campaigns
- Experiment with different types of content to drive more signups
Mobile Conversation Strategies
Tim Ash | @tim_ash | Relationship Expert | RelationShift
Mobile has quickly become the front runner in reaching the consumer. However, conventional marketing strategies are not always on point when reaching the mobile audience. Mobile users are often using this time to occupy otherwise downtime or multitasking. Content must be responsive and be responsive to the context. Clear call to actions are key because the user is only on their mobile for short bursts of interaction, causing content to be time sensitive. If you don’t pull them in the first time around, you don’t get a second chance. A few key Do’s and Don’ts:
- Don’t try to jam all your content from desktop to mobile. People typically start their experience on one device then move to another. Chances are the user wants to come to the desktop for more content not the same as on mobile.
- Don’t mandate a mile-long form. Filling out forms takes time, figuring out what is essential could make or break overall lead generation.
- Don’t overthink the call-to-action. Make it easy to click.
- Don’t expect mobile users to remember anything. Visitors have limited attention.
- Don’t use too many large images
- Optimize site’s page load speed, users expect mobile sites to respond faster than desktop. Unsure if your page is up to speed? Check out Soasta.
- If your page load takes long, show discrete progress indicator
- Remember: Text loads much slower than images
- Keep it simple: Pull downs are bad… up and down arrow is better
- Radically reduce features and content, serve content to mobile users that is tailored to their unique context and intents
- Impress your users by tailoring site experience to recognize returning visitors and show where they left off.
Seven Reasons Your Mom Would Ignore Your E-mail
Tom Monaghan | @computertom | Senior Engineering Manager | Hubspot
Tom was funny. He kept his audiences attention and gave some really good insight on why your emails may or may not be working.
- You sent the e-mail at the wrong time. Surprisingly Tuesday is the worst day to send an email. Instead try sending it on Monday or even Saturday around 5pm. The best tip is to test and see what works best for you.
- You got your mom’s email from where? You can buy a list or grow one. Which do you think would result in better leads? Right! Your own home-grown list…produce good content and attach a form. Engagement will be 3x higher because these people want to read your emails.
- Your email could use a dye-job. Stop sending emails to people who don’t engage with you. In the end, it hurts your image. Give them a break and try again in a few months.
- You’re getting a bit too personal. We get it, the internet follows our every move, but we don’t want to be reminded of it all the time. Don’t get creepy…keep your greetings simple with a “Hi [insert first name]” and that’s it!
- You kiss your mother with that mouth? Some words don’t work, think about what you are using. Try reading your subject out loud. Check your spelling and tread lightly on hot tops like finances and healthcare.
- Don’t make it hard. More links in your email means more chances the reader will click on one and fill out your form!
- CTAs are Awesome! Make it clear what you want your readers to do. If you don’t tell them, they won’t click. Period.
DIY Design Hacks: How to Use Visual Marketing to Leave Your Competition in the Dust
Peg Fitzpatrick | @pegfitzpatrick | Social Media Strategist | Author
Great content becomes even better with a great visual. Visual marketing is more than searching a keyword and slapping it in your thumb on your blog. It take time, attention to detail and a few helpful tools to get the message across. Visuals are how we connect to people, catching attention means having something that compels people to stop and really look.
- Images are easy to remember and quick to consume
- Why do people share on social?
- Grow and Nurture relationships
- Be helpful
- Define ourselves to others
- Make it easy to share
- Keep it simple – Blogs need more than one image
- Don’t Google and pull. Free sources available or buy…otherwise you could face penalties
- Share beautiful images
- Check your own images and links from time to time to make sure they are still working properly
- Provide helpful information
- Create a style guide for your blog:
- Color Palette – 2-3 colors for brand and be consistent
- Mood and Feel of Brand – Are you serious? Light-hearted? Make sure it comes across properly
- Fonts – 2-3 fonts. Keep simple and not hard to read
- Images – Tell your story with consistent images and graphics. Use the same filter on whole campaign.
Why would you leave Facebook in the dust? Sonia Simone explains why she sees more success in her content strategy with Twitter, LinkedIn and Google+. Along with some social media marketing best practices.
- “The content and the conversation are a celebration of the customer and their experience.”
- Social is about content promotion first, then engagement.
- When trying to solve a social media problem, “listen twice as much as you talk.” Listen to your customers before anyone else and you will meet their needs.
- Give customers the greater voice in your business.
- Foster better relationships through communication. Foster relationships with customers, co-workers, and most importantly – SALES.
- Every social media platform is built for a different level of engagement.
- ALWAYS optimize your content for sharing!
- Your content connects your business to thousands of others, so make it good!
- Use Linkedin to listen to your audience and have more in depth conversations.
Beyond Email: Why Your Most Valuable Community is on Twitter
Anne Mercogliano | @akmercog | Head of SHB Marketing, Twitter
Email has been the true “in” for most marketing campaigns. However, Anne Mercogliano asked the question, why can’t we end the one-way conversation and engage in a two-way talk? She believes with Twitter, we can do just that.
- All notes are collated under #beyondtwitter hashtag
- Run a twitter followers campaign through Twitter small business by making a tweet that tells people exactly what you offer
- Rich Media has an exponentially higher interaction rate
- Through Twitter small business campaigns you only have to pay for new followers
- Run a campaign from September to December and analyze results
- Use twitter insights to gain more information about where your followers might be convening
How to Effectively Use Twitter To Elevate Your Marketing Strategy
Michael F. Griffin | Implementation Specialist | Hubspot
Twitter has become a crucial tool for marketing. In this session we learned how to use Twitter to engage new leads, continue the conversation with existing customers and support content.
- Most active times on Twitter are 12 pm, 5pm, 6pm
- For B2B companies, weekdays show 14% more engagements than on weekends
- 68% are replies, 26% regular tweets, 6% retweets
- 66.7% of all public brand mentions on social media happen on twitter
- Always monitor conversations and stay engaged with customers
- Engage with customers in a timely, relevant, fashion
5 Steps to Successful Video Strategy on YouTube
Amy Schmittauer | @Schmittastic | Founder | SavvySexySocial.com
The savvy and sexy Amy Schmittauer mixed humor and sneezing pandas into a refreshing session on how she “made it big” on YouTube with video blogging.
- YouTube Goals: Research your topic. Create a valuable editorial plan and give the people what they want but find your hook and make it your own.
- Create an additive video: People who are loyal on YouTube want to hang out and have a good time. Take your content and figure out how to reach your audience on their terms.
- Remember to have a consistent schedule for posting videos or your audience may fall off.
- What do you talk about? Use themes to guide your plan. Check out the ever-underused Google Trends for what’s in-demand and always, always listen to your audience!
- Optimize, Optimize, Optimize: SEO is no joke. Take it seriously and you’ll see results.
- You MUST fill out all your fields before your video is finished processing.
- Show your people love: Your community is what keeps you successful. Get on the comments section and engage them. Set ground rules and follow them.
- Be clear where your audience can connect with you outside YouTube.
Effective Use of LinkedIn Groups in Your Marketing
Viveka von Rosen | @linkedinexpert | Founder | Linked Into Business
Viveka’s presentation was high energy and full of interesting facts. Pushing the common opinion that LinkedIN Groups are spammy aside, she explored how to make your group great and ways to reach your audience.
- Best methods for engaging in other people’s groups
- Join big groups, the bigger they are the more people see YOU
- Stalk and communicate with influencers
- Don’t be afraid to share. Remember the 80/20 rule?
- Be careful to not be marked as spam. *It follows you everywhere!
- Creating a group is a commitment
- What’s the purpose of your group?
- Know your audience
- Make the most out of description section. Think about what’s in it for them and use it.
- Create rules and enforce them
- Grow group membership with automated templates
- Send messages to new members
- Get engaged with CTAs
- Send weekly announcements. *Keep on track. Don’t stop once you start
- Entice influencers and create “serial content” that is published on a schedule.
- Use email marketing to entice new members.
- Lead with what’s in it for them.
- Text ads don’t work. Instead use sponsored updates.
Your X Factor: The Key to Success is in Front of Your Tits
Runa Magnusdottir | Partner | Make Your Mark Global
With hundreds of new blogs created every day, you must be able to brand what makes you unique and stand out from the rest. Runa gave a inspiring presentation on how she helps Iceland find their X-Factor and lessons she learned.
- When you are authentic people will listen to you
- When you discover your own uniqueness, your confidence grows.
- Everything changes when you find value in yourself and what you really stand for.
- Your X Factor: What makes you unique. What you have that no one else has
- Use your X Factor to build your personal brand
Everyday Courage – The Power of Motion in Overcoming Adversity
John Bonini | @Bonini84
- “Adversity is guaranteed, happiness is optional”
- “The opposite of grief is not happiness – but motion”. Motion being Any activity or thought process that takes you out of your current state”
- “When facing adversity, don’t unpack your bags. Keep. Moving.”