DOWN ‘N DIRTY 30High-Impact, Low-Effort Tactics All Inbound Marketers Need to Know

June 3 & 4, 2019W

Welcome!

Nicole MertesVP Business Development & Client Services

Weidert Group

“Consultant” Circle

Source = Voltier Digital & HubSpot blog

ROI of Inbound

Inbound marketing costs

62% less per

lead than traditional outbound marketing.

Source = Voltier Digital & HubSpot blog

ROI of Inbound

Inbound marketing tactics don’t just generate leads; they generate revenue.

Percentage of Companies Reporting Customer Acquisition Through These Channels

57%

57%

48%

42%

vs

Under Pressure.

● New to Inbound● Plateaus● Aggressive Growth

Goals● Lost Customers

Effort

Impa

ct

HighLow

High

QUICKWINS

MAJORPROJECTS

HARDSLOGS

FILLINS

LOWHANGINGFRUIT

Take advantage of the

LOW-HANGING FRUITbut don’t let the competition beat you in the

LONG GAMEQuick wins do not replace strategy

Categories:

CONTENT EMAIL WEB/UX SOCIAL MEDIA

SEO SALES ENABLEMENT

Tools You Could Use: Program Maturity:Tool 1Tool 2Tool 3

NewMatureAny/All

ATTRACT

Idea #1:

Optimize Site Pages for the SEO “Top 5”

Category:SEO

Tools You Could Use:Moz, SEMRush, SEO Quake (free)

Program Maturity:Any/All

Top 5 places to deploy your strategically chosen

keywords on your site:

1. Page header

2. URL

3. H1 title(s)

4. Meta description

5. Content body

Idea #2:

Perform an SEO Audit for Quick Fixes

Category:SEO

Tools You Could Use:Google’s Page Speed Insights Tool and Search Console (free), Moz, SEMRush, HubSpot Website Grader (free)

Program Maturity:Any/All

● On-Page Issues (broken links,

duplicate content, missing meta tags,

etc.)

● Is your site being indexed?

● Site Speed

● Backlink Analysis

Idea #2 (cont.):

Perform an SEO Audit for Quick Fixes

Category:SEO

Tools You Could Use:HubSpot Website Graderhttps://website.grader.com/

Program Maturity:Any/All

Idea #3:

Make Old Blogs New Again

Category:Content

Tools You Could Use:SEMRush Writing Assistant Tool

Program Maturity:Mature

● Update relevant information and

including current statistics

● Incorporate additional keywords

● Increase the article’s overall length

● Add current internal and external

hyperlinks

● Include additional visuals

Idea #3 (cont.):

Make Old Blogs New Again

Category:Content

Tools You Could Use:SEMRush Writing Assistant Tool

Program Maturity:Mature

Top 5 Food & Beverage Trends for 2019

100 → 800+ Views!

Idea #4:

Repurpose Your Key Blog Copy for Google Snippets

Category:Content

Tools You Could Use:SEMRush Position Tracking Tool

Program Maturity:Any/All

Featured snippets produce a higher click through rate, up to 114%

GoogleInstant’s

autocompletesuggestions

Idea #5:

Publish a Press Release

Category:Content

Tools You Could Use:PR Web

Program Maturity:Any/All

400+ Views in 1 day!

Idea #6:

Set up Google Alerts to Monitor Media Mentions

Category:SEO

Tools You Could Use:Google Alerts

Program Maturity:Any/All

Idea #7:

Set-up Profiles w/Backlinks on Industry Directories

Category:SEO

Tools You Could Use:Google

Program Maturity:Any/All

Idea #8:

Google My Business Profile & Review Push

Category:SEO

Tools You Could Use:Google, Moz

Program Maturity:Any/All

https://www.google.com/business

CONVERT/ NURTURE

Idea #9:

Optimize Your Top Performing Pages

Category:Content

Tools You Could Use:SEMRush, Moz, Google Analytics (free), Google Search Console (free), Lucky Orange, etc.

Program Maturity:Any/All

Idea #10:

Set Up Heat Mapping

Category:Web/UX

Tools You Could Use:Lucky Orange

Program Maturity:Any/All

WAITING TO SEE IF JUSTIN HAS ANOTHER EXAMPLE WE COULD USE FOR WGI

160% increase in mobile page views

90% → 45% Bounce Rate!

Idea #11:

Use Pop-Ups Strategically Upon Exit Intent

Category:Web/UX

Tools You Could Use:HubSpot (free)

Program Maturity:Any/All

1,000 visitors

60% bounce

rate

600 visitors not engaged

w/ your content

Idea #12:

Use Live Chat or Chat Bots

Category:Web/UX

Tools You Could Use:HubSpot Conversations (free), Drift

Program Maturity:Any/All

Idea #13:

Add a CTA to “Top of Fold”

Category:Content, Web/UX

Tools You Could Use:HubSpot/Inbound Marketing Software, Your CMS

Program Maturity:Any/All

1.48% View to Contact Rate

5.26% View to Contact Rate

Idea #14:

Add a Blog Subscription Form to Website Footer

Category:Content, Web/UX

Tools You Could Use:HubSpot/Inbound Marketing Software, Your CMS

Program Maturity:Any/All

15 new blog subscribers/mo.

42 new blog subscribers/mo.

Idea #15:

Add a BOFU Offer(Bottom-of-the-Funnel)

Category:Content

Tools You Could Use:HubSpot/Inbound Marketing Software, Your CMS

Program Maturity:Any/All

First 6 mos:117

submissions, 77 new

contacts

33% Contact to Customer Rate so far for 2019!

Idea #16:

Repurpose Current Content

Category:Content

Tools You Could Use:Various

Program Maturity:Mature

Repurposing checklist:

● Surveys● Studies and research● Focus group results● Product testing results● Tradeshow displays● Scholarly journal

publications● Trade publication

articles● Data tables and

charts● Analyst reports● Sales Materials

❏ White papers❏ Blogs❏ LinkedIn

articles❏ Video❏ Infographics❏ Guides❏ Case studies❏ Quizzes❏ Calculators❏ etc….

Idea #17:

Gate Content You’re Giving Away for Free

Category:Content

Tools You Could Use:HubSpot/Inbound Marketing Software

Program Maturity:New

Idea #18:

Repurpose Speaking Decks into Webinars

Category:Content

Tools You Could Use:GoToWebinar, Zoom

Program Maturity:Any/All

Idea #19:

Promote an Old Content Offer

Category:Email & Social Media

Tools You Could Use:HubSpot/Inbound Marketing Software

Program Maturity:Mature

Round 2 = 74 conversions in 2 weeks!

CreativePackaging of Content

Idea #20:

Turn Existing Blogs Into Content Offers

Category:Content

Tools You Could Use:HubSpot/Inbound Marketing Software

Program Maturity:Any/All

Idea #21:

Optimize Your Lead Nurturing Workflows

Category:Email

Tools You Could Use:HubSpot/Inbound Marketing Software, Emma

Program Maturity:Any/All

Open Rate Click-Through Rate

Workflow Top 5 Impact Areas:

1) Adjustments to email subject line2) Reduce amount of email body copy 3) Test alternate CTA button copy in the email4) Adjustments to the frequency of emails5) Video!

Incorporated a video preview image instead of just a CTA

button to watch the video

Idea #22:

A/B Testing (Email, CTAs, Landing Pgs, Forms)

Category:Various

Tools You Could Use:HubSpot/Inbound Marketing Software, Emma, Unbounce

Program Maturity:Any/All

211% improvement over baseline

71% improvement over baseline

Idea #23:

Automate Notifications to Team for SM Publishing

Category:Social Media

Tools You Could Use:HubSpot/Email Software

Program Maturity:Any/All

Idea #24:

Add Email Signature CTAs

Category:Email

Tools You Could Use:Sigstr

Program Maturity:Any/All

The Average Employee Spends 6.3 Hours Per Day in Their Inbox

Idea #25:

Suppress Unengaged Contacts (Graymail)

Category:Email

Tools You Could Use:HubSpot/Inbound Marketing or Email Software

Program Maturity:Any/All

CLOSE

Idea #26:

Create Templated Sales-Specific Pages

Category:Content

Tools You Could Use:HubSpot CMS

Program Maturity:Any/All

Idea #26 (cont.):

Create Templated Sales-Specific Pages

Category:Content

Tools You Could Use:HubSpot CMS

Program Maturity:Any/All

Idea #27:

Email Tracking

Category:Sales Enablement

Tools You Could Use:HubSpot Sales (free), SalesHandy

Program Maturity:Any/All

Idea #28:

Lead Revisit Alerts

Category:Sales Enablement

Tools You Could Use:HubSpot/Inbound Marketing Software

Program Maturity:Any/All

Idea #29:

Meetings Links

Category:Sales Enablement

Tools You Could Use: HubSpot Sales (free), Calendly

Program Maturity:Any/All

A professional burns up nearly 5 hours per week scheduling meetings

Idea #30:

Personalized 1:1 Videos

Category:Email

Tools You Could Use:HubSpot Sales, Vidyard GoVideo, Wistia Soapbox

Program Maturity:Any/All

Idea #30 (cont.):

Personalized 1:1 Videos

Category:Email

Tools You Could Use:HubSpot Sales, Vidyard GoVideo, Wistia Soapbox

Program Maturity:Any/All

1 z

3 z

2 z

30 Ideas → 3 Key Take-Aways

Progress, not perfection

Explore new tools

You can’t live in the “Quick Wins” quadrant alone

Attend:

Going From Funnel to Flywheel with HubSpotPresented by Christina Bockisch, Inbound Consultant at HubSpot

June 18, 7:45-9:00am

Register: https://events.hubspotusergroups.com/AppletonHUG

Questions?Nicole Mertes

920-731-2771 ext 222nmertes@weidert.com

linkedin.com/in/nicolemertes

thank you!