SMARTinbound Services - Details

PERSONA DEVELOPMENT

Host a Persona Workshop

Our strategists hosts a persona workshop and guides the participants through an interview guide, with representatives from sales, marketing and management from the client or representing agency

Develop Persona Profiles

We create the persona profile based on the outcomes of the persona workshop or through data supplied by the client or representing agency.

Progressive Profiling

Next, we identify the data that is desired for each persona and develop a strategy to capture this data over the series of interactions with the persona.

HubSpot Persona Setup

The persona profile, messaging and data required to identify the persona are set up within the HubSpot persona tool.

BASIC SETUP OF HUBSPOT

Test Access to Google Analytics and Webmaster Tools

Most companies will have Google Analytics and possibly Webmaster Tools already set up.  We test our access and troubleshoot with you (and set-up again, if necessary).

Put Exclusion Code into Google Analytics

The HubSpot tracking code will skew statistics in Google Analytics. Adding this exclusion code to a Google Analytics profile ensures no discrepancies due to HubSpot.

Put HubSpot Tracking Code onto Website

If the client is using any CMS other than HubSpot WebsiteTools (COS), we will add the JavaScript tracking code to the footer of their pages to track visitors. (This assumes that this code can be added in an include file of a commonly known CMS)

Setup Competitors in HubSpot

The competitor website addresses to be supplied by the client or representing agency are set up in the HubSpot competitor tool, which will enable a more effective use of other tools throughout HubSpot as well as tracking the overall digital marketing performance of competitor websites.

Setup HubSpot Reporting

Essentially, changing the settings on HubSpot reporting ensures, for example, that the correct time zone is selected and that the IP addresses of the client and the suppliers they work with are excluded from reporting.

Setup Pages, Email and Forms in HubSpot

Before a client can send emails from HubSpot, the email settings need to be completed. This includes ensuring there are different unsubscribe options to prevent recipients from completely unsubscribing from email.

KEYWORD RESEARCH

Conduct Keyword Research

A campaign can target the top, middle or bottom of a sales funnel. It is a definitive theme that can be realized by digital marketing tools such as a content offer, PPC, SEO and blogging. Every persona developed should have at least 5 campaigns associated with it, if not more. For each of these campaigns, we brainstorm seed ideas that we then input into the Google Keyword Planner tool. This tool provides a list of approximately 800 key phrases per campaign that we then manually sort for relevance to SEO, PPC, blogging, social and so on.

Setup Keywords in Hubspot

We import the keywords provided or discovered in the keyword research into the HubSpot Keywords Tool and link them to relevant campaigns.

TRAFFIC ANALYSIS

Situational Analysis: Current Traffic and Conversion Ratios

Using data from the past 12 months, we map traffic volumes against lead volumes (and if possible include sales qualified lead volumes) and then calculate conversion percentages.

Set Inbound Marketing Goals

Taking into account past data and the client’s needs we set realistic traffic, leads and customer goals.

SITUATIONAL ANALYSIS

Competitor Analysis

We review competitor positioning, keywords, website and digital activity.

Content Audit

We review existing content and identify what can be used as is, and what can be redeveloped. (It is assumed that we will be given access to existing content, and we will usually require a call with the client or representing agency)

Website Audit

We review the website, SEO and inbound friendliness, and make recommendations to improve.

CAMPAIGN STRATEGY DEVELOPMENT

Define Campaigns and Content Assets

Through reviewing the personas, we develop top, middle and bottom of funnel campaign concepts, as well as concepts for content assets that can be used at each stage of buying within the campaign.

Setup Campaign in HubSpot

We take all the campaigns identified and set them up in the HubSpot campaigns tool, linking all the relevant assets (e.g. keywords and landing pages) to them.

DIGITAL MARKETING GAME PLAN

Digital Marketing Game Plan

The digital marketing game plan is an overall inbound marketing strategy for 12 months. In order to develop a digital marketing game plan, the following items will need to be provided or completed by us – client on-boarding, personas, keyword research, traffic and leads, situational analysis and goals, a competitor audit, website audit and content audit, and finally, campaign strategy. The outcome is a game plan covering SEO, email, paid media, social, the existing database, a 4-week content calendar and a campaign strategy.

TEMPLATE DEVELOPMENT

Design of Landing Page, Thank You Page, Email, Blog and Web Page Template

Based on a brief and the supplied brand identity guidelines we provide 3 design directions in PDF. After feedback we proceed with one design to completion.

Landing Page, Blog, Email and Web Page: PSD to HubSpot Sites

We cut up the PSD files and implement responsive HTML as closely as possible to the design.

Population of Content into a Template

We create a page within the content management system, upload the supplied copy and images, and conduct on-page SEO.

CAMPAIGN ASSET CREATION

Primary Research on Asset Topic

The most effective assets are those that provide unique and valuable content, and one of the best ways to develop this content is to conduct primary research on a particular topic and then turn it into a report / eBook. We will develop the questionnaire, build the survey in HubSpot, develop a respondent recruitment strategy, manage the collection of data and then analyze the data so that a writer can then produce a quality asset. (The costing excludes any media costs to drive recruitment of respondents)

Video to Promote Asset

The video is based on data from the asset and, drives readers to a landing page where they can be converted into a lead. (Price based on brief)

CAMPAIGN SUPPORTING ASSETS

HubSpot Form Development

We set up a HubSpot form.

Landing Page Copy

We write copy optimized to drive conversion on a landing or thank you page.

Landing Page Creation

Using an existing landing page template, we create the landing page or thank you page, insert the copy and images (excluding the cost of image purchase or hire) and set it up correctly.

Design of Call to Action Banners

We design banners in 3 agreed sizes.

Setup Call to Action Banners in HubSpot

We setup Call to Action Banners in HubSpot.

Placement of Call to Action Banners on Website

We insert these banners into digital properties (provided the property is hosted on a well-known CMS such as HubSpot, WordPress or Umbraco)

MARKETING AUTOMATION & LEAD NURTURING

Strategy Development

We build out a buyer journey based on the stage of buying (lead, MQL, customer on-boarding etc.), length of sales cycle, persona and conversion path. The strategy will consist of up to 8 steps and can be a combination of email, SMS, data manipulation and calling scripts.

Writing of Automation Copy

Based on the automation strategy the content required for email and call scripts is produced. (Up to 8 pieces of email length content)

Setup of Email in HubSpot

Using a template within HubSpot, the emails from the strategy are set up with the content that is produced or provided.

Setup of Lists in HubSpot

We creation the starting criteria, goal criteria list and any other lists required for automation reporting purposes.

Setup of Workflow in HubSpot

We set up the workflow to execute the automation strategy.

CAMPAIGN ANALYSIS & OPTIMIZATION

Monthly Campaign Audit

We review and analyze a particular campaign and its associated assets (landing pages, thank you pages, paid media, social and email) and then make recommendations to improve it.

Implementation of Audit Recommendations

We spend an hour updating the recommendations identified in the audit, such as workflow, email content, landing pages, thank you pages and paid media.

BLOGGING

Author Profiles

We interview the author (on behalf of whom we will be ghostwriting) and build a writing profile identifying their personal tone and personal style of blogging. Then, we align this to the brand identity.

Upload or Update a Blog onto Blogging Platform

We post or update a blog post on a well-known blogging platform such as HubSpot, WordPress or Umbraco and conduct on-page SEO.

Blogging Calendar

We build an 8 post content calendar based on the campaign strategy, ranking of strategic key phrases and required traffic volumes.

Monthly Blog Content Audit

We analyze blog content and the recommendations report that can be used in future blogging calendars.

SOCIAL MEDIA

Social Media Copy

We write 10 pieces of social media copy to promote a blog article. These are relevant to each of the selected social media channels.

Posting to Social Media

We post to brand and employee social media accounts using a social media schedule to ensure consistency and an even spread of social media posts.

Setup of Social Media Profile

We review existing social media profiles, or set up new profiles and provide the relevant copy and required images.

Managing Social Inbox

We spend 1 hour per day (on weekdays) to monitor Social Inbox, respond to relevant Tweets and follow relevant users via Social Inbox.

Setup Social Media Profiles & Social Inbox in HubSpot

We review existing social media profiles, or set up new profiles and provide the relevant copy and required images. We set up 5 streams to monitor Twitter based on keywords, lists and profiles.

Monthly Social Media Audit

We analyze social profiles and posts, and build a report, making recommendations to improve social media in future.

Implementation of Audit Recommendations

We spend 1 hour implementing the recommendations identified in the report.

PAID MEDIA

Develop Paid Media Strategy

We develop a strategy for any of these channels: Google Search, Google Display, Google Remarketing, Twitter, Facebook, LinkedIn Sponsored Updates and Outbrain.

Ad Copywriting

We write an A and B version of each advert required.

Banner Design

We design banners into 3 sizes.

Campaign Supporting Assets

Referring to details in “Campaign Supporting Assets” - all of these will be created per Ad Group and Thank You pages will include the relevant conversion tracking code.

Setup in Media Channel

We set up ads, targeting criteria, landing page links, budget and any other settings in the media channel.

Monthly Paid Media Audit

We analyze the Ad Group and create a report with recommendations to improve performance.

Implementation of Audit Recommendations

We spend 1 hour per Ad Group implementing the recommendations identified in the report.

ORGANIC RANKING

Keyword Site Map

Based on keyword research done by us or supplied by the client or representing agency, we build out a recommended site map and write copy for a Title tag, H1 Tag and Meta Description for up to 10 key phrases.

Keyword and SEO Audit

We analyse the ranking of strategic key phrases, build a report and make recommendations on how to improve the ranking of those key phrases.

Implementation of Audit Recommendations

We spend 2 hours a month implementing the recommendations identified in the report.

Social Media Posts to Improve SEO Ranking

We produce 3 social media updates per strategic keyword to improve the social graph of the page created for that keyword and improve its ranking.

EMAIL MARKETING

Write Email Copy

We write a 50 word email paragraph that can be used in a promotional emailer or newsletter.

Build Email in HubSpot

Using an existing email template in HubSpot we create an emailer using the copy supplied or created.

Import Email List into HubSpot

We upload a CSV file (already in the correct format) into HubSpot contacts.

Email Marketing Audit

We analyze the emailer, create a report and make recommendations for future emailers.