How to On-board
HubSpot Clients
Partner Inbound
Success Training
Your Host: Adrianne Mayshar
Inbound Marketing Consultant
1
PC
CHAT WITH ME!
MESSAGE ME USING THE
QUESTION PANEL
MAC
Agenda
1
Kickoff Meeting
2
Creating Great Content
3
Conversions
4
Get Found
5
Tools for Analysis
4
Planning The
KICKOFF
Timeline: Day 1
1. Revenue
2. Website Traffic
3. Lead Generation
Asking Questions is Key!
Key Players
Business Collateral
Define Your Target Persona
Pain Points
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•
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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
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•
•
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
1. Blogging
2. Social Media
3. PPC
4. Outbound
1.
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•
•
2.
•
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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
Creating Remarkable
CONTENT
Timeline: Weeks 1-2
Offer 1 Best Practices:
1. Answers the question “What
Do I Need?”
2. Examples:
• Guides
• eBooks
Offer 2 Best Practices:
1. Answers the question “Why Do
I Need it From You?”
2. Examples:
• Case Studies
• Recorded Webinars
Offer 3 Best Practices:
1. Answers the question “Why
Should I Buy Now?”
2. Examples:
• Consultations
• Demos / Free Trials
1. Get Found
2. Establish Credibility
3. Convert Visitors to Leads
Setting Up for
CONVERSIONS
Timeline: Weeks 3-4
Highly Trafficked Web Page
Landing Page
1. What’s the offer?
Call To Action
Button
Form
2. Why is it great?
3. How do I get it?
submit
Thank You Page
Click Here To Download The Offer!
“Next Steps” Content
(i.e. blog posts)
ToFu Offer
CTA Button
ToFu Offer
Landing Page
Fills out form
Thank You Page
MoFu Offer
CTA Button
Lead Nurturing Campaign
Automated Lead Nurturing
Email is sent after X Days,
thanking them for
downloading Offer #1 and
tells them about Offer #2
MoFu Offer
Landing Page
Fills out form
Thank You Page
BoFu Offer
CTA Button
Automated Lead Nurturing
Email is sent after X Days,
telling them about Offer #3
BoFu Offer
Landing Page
Fills out form
Thank You Page
New
Customer/Client!
Getting Leads Through
PROMOTION
Timeline: Whenever Content and
Conversion paths are complete!
Tips:
1. 2 – 3 Blog posts per content offer
2. Use strategic keywords
3. Create a monthly “blog recap” newsletter
Tips:
1. Leverage the right channels
2. Use a content schedule
3. Don’t get stale!
Tips:
1. Determine Goal of email
2. Segment your list
3. From a real person!
4. Social Sharing
5. Limit images
6. Use tracking URLs
7. Measure Results
Optimizing to
GET FOUND
Timeline: Month 2
Tips:
1. Use HubSpot keyword tool
2. Under 70 difficulty
3. Over 100 monthly searches
4. Optimize the top 10 pages
Webpage Element
URL
How the Keyword fits in
www.hubspot.com/inbound-marketing-software
Title Tag
Header Text
On-Page Copy
Image Tags
Meta Description
“HubSpot’s All-in-One Inbound Marketing Software”
“…HubSpot's Inbound Marketing Software gives you all
the tools…”
ALT-text on an image
Improve Efforts by
ANALYZING
Timeline: Weekly
1. Analyze organic keywords driving the most traffic
2. Diagnose conversion rates
1. Discover keywords each page is ranking for
2. Determine completeness of SEO
Next Steps
• Put together your own Kickoff
Deck for the first client you
onboard!
• Attend the “Driving ROI” Webinar