If no one can find you on Google, Yahoo or Bing – your business is invisible. If people are finding you for keywords you think are important, but your prospects aren't using those keywords – you’re invisible. If your website isn’t responsive and people are doing searches on their phones – you're invisible. Make sure your business isn’t invisible.
Getting Google and the other search engines to rank your website pages is complicated, and it takes time. It involves a variety of related tactics such as content marketing, social media marketing, website architecture, blogging and conversion rate optimization. All of these areas have to be tightly integrated, and you have to constantly track your ranking and organic visitor metrics to know what’s working and what’s not.
Do you know how many leads you received from organic visitors over the past 30 days? Do you know how many visitors came to your site from organic searches over the past 30 days? Do you know how these numbers compare to the previous month? You need to know this data cold. If you’re not tracking these metrics, you’re not improving. You won’t see a 10x improvement without this effort.
To improve visitors from search, look at increasing the number of blog articles you’re writing. If those blog articles have keywords, keyword phrases and questions tightly integrated into the blog strategy, those articles will improve your search results and impact visitor numbers. Also look at your website architecture. You can change URL naming conventions and impact results quickly. Change a services page to a page with a question in the URL: Google sees this as a more valuable page.
Finally, and this is a recent change to the Google algorithms, your pages have to convert. When someone finds your link and clicks on it, you have to make sure they convert on that landing page. This signals Google that the visitor found what he or she was looking for, and improves your ranking. Clearly, conversion is now a major component of search. Again, all the tactics need to be strategically connected.
Yes, I said it: a 10x improvement in leads. If you’re getting two leads a week, when your inbound marketing program is up and running you’ll be getting 20 leads a week. If you’re getting four leads a month, you’ll be getting 40. It’s a very attainable goal, and one we’ve delivered for countless clients over the past 14 years.
However, there are just as many CEOs, VPs of marketing and business owners who have attempted inbound marketing and not seen this kind of impact on their business. So clearly this isn’t as easy as it sounds. It’s not easy, but it isdoable.
These six tactics, if planned, implemented and optimized properly, will contribute to lifting your inbound leads by a factor of ten.
To make this as simple as possible (and to reiterate what we’ve been saying for years): Marketing is a mathematical calculation. If you want more leads, you have to move two numbers: website visitors and sitewide conversion rate. That’s it. So we’ll share three recommendations for increasing the number of visitors to your website and three recommendations for improving your conversion rate. Execute these properly and a 10x improvement in leads will be your reward.
Don’t leave offer creation to the business- or salespeople. Contact us, speak with a sales rep, free demo, free download or trial – these are horrible, generic bottom-of-the-funnel offers. You’re going to have to work much harder if you want more leads, especially if you want more sales-ready leads.
Thee horrible examples of offers are all about you. Contact you, speak with you, see your demo, try your software – what’s in it for the prospect? Your bottom-of-the-funnel offers have to deliver value to your prospect.
For example, if you’re a builder or construction company, offer to value-engineer plans for a current project with the promise to save money on the build. If you’re a software company, offer to evaluate the prospect’s current process and provide process improvements that include your software. If you’re an accounting company, offer six tax-saving tips for prospects after a quick review of the prospect's current situation.
In each of these scenarios, the offer is probably something you would happily do anyway, so why not offer it as a way to get sales-ready prospects to contact you today? Keep rolling out new and more creative offers until you get the bottom-of-the-funnel lead flow you need to hit your goals.
Here’s more good news. If you do all six of these tactics at the same time, you’re going to improve the chances of achieving that 10x improvement in leads. This is actually where a lot of practitioners go wrong – they only do a few of these tactics. They either underestimate the effort or under-budget the entire program, so corners get cut and results suffer.
Don’t make the same mistake. Whether you’re building a new inbound marketing program, working to optimize your existing effort or comparing inbound marketing agency proposals, make sure you see money, time or points allocated to all six of the tactics described above. If any of these is missing, it’s usually a pretty good indicator that the team isn’t as experienced with inbound as they need to be to deliver a 10x improvement in generating leads.
Once your plan is in place, you can start production on the asset or event at the center of your campaign.
Regardless of format, your rst step should be to create an outline in Google Docs. Start by guring out how you can organize information into di erent sections or chapters. Then, add bullet points beneath each section to highlight speci c examples and advice.
For a webinar, you might also want to include how long you expect it will take the webinar host(s) to speak through each section.
For something more visual, like an infographic, you can use the Drawing tool within Google Docs to create some initial sketches.
Again, the beauty of using Google Docs is that once you create your outline, you can easily share it with stakeholders to get approval and/or feedback.
If you are responsible for creating the content (or running the event), this outline will serve as your production roadmap. Use it as a guide as you esh out each section with information you gather via research and interviews.
Need to gather some contributions (e.g., quotes, pro tips, examples) for your campaign? You can use Google Forms to create and share prompts/questionnaires.
At HubSpot, we try to make our forms as speci c as possible, so contributors know exactly what we’re looking for (e.g., a piece of advice on X subject, written in less than 100 words, along with the contributor’s name, their job title, their headshot, etc.)
During this stage of managing your campaign, you’ll also want to create promotional images that you can use in emails, on your blog, and on social.
Use Google Drive to keep all of your campaign images organized and easily accessible. At HubSpot, we have a dedicated Campaign Images folder with sub-folders for each individual campaign:
And within those campaign-speci c folders are sub-folders for the di erent channels and platforms where particular images will be shared.
Using these sub-folders helps ensure that you’re always using the proper image dimensions when posting to di erent social channels.
A few years ago, a Quora user asked the internet if they would share some lesser known Gmail tips. Over 100 answers later, the thread has become a surprisingly useful resource for anyone who uses Gmail on a regular basis.
Rather than ask you to sort through all 100+ answers, we’ve cherry-picked 6 of the most valuable tips and tricks from the list, all of which you can see below:
Use keyboard shortcuts
Compose in a new window