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HubSpot 1&2 - Inbound Fundamentals & SEO

Terms in this set (44)

difference between inbound and traditional marketing
traditional interrupts and inbound is a message ppl want to read.
stages of inbound marketing
attract, convert, close, delight
how does analyze fit into inbound methodology
inherent in everything you do with regards to inbound.
inbound best practices (4)
use buyer personas, use buyers journey, create remarkable content, leverage content
buyer persona
semi-fictional representation of your ideal customer based on real data and select educated speculation about customer demographics, behavior, motivations and goals.
what 3 things should be kept in mind when creating buyer personas
(1) must be based on actual research not assumptions (2) do as much research as it takes to notice a trend (3) start by interviewing current customers
what are components of a buyer persona story (8)
background, demographics, identifiers, goals, challenges, how we help, common objections, real quotes
what are the stages of the buyer's journey
awareness (prospect is researching problem to clearly understand their problem), consideration (prospect given a name to problem and are committed to research solutions), decision (prospect decided on solution approach and making a list of vendors)
buyers journey
active research process someone goes through leading up to a purchase
what part does content play in inbound marketing and sales
the content you use is not about who you are, rather it is about educating them on their problems and solutions to the problems.
in terms of inbound, what is context?
who you are creating the content for!
content + context = inbound marketing
what are the different ways to leverage content?
web pages, blogs, social media, landing pages, CTAs, marketing emails
how does seo help inbound marketing efforts
helps attract strangers from search engines and turn them into new visitors on the website (very important to the "attract" phase of the inbound strategy)
SEO - search engine optimization
process of improving your website to attract more visitors from search engines
how do search engines find, understand and rank pages to show in search results
Find - they send spiders to crawl through the web searching for the most relevant content
Understand/Rank - from that data, they create a list of results ranked in order of the popularity and authority of the websites.
what is the difference between paid results and organic results
websites pay to show up at the top of a search result. Organic is what comes from the search engine results. 60% of the clicks go to the top 3 organic results.
what are keywords? how do you pick the right ones?
words typed into search engines - topics searchers are trying to learn more about
how do your buyer personas and buyer's factor into your keyword research
you want to mimic the language buyer peronas are using. What are common industry questions? what questions do they have that my company provides solutions to? what questions might they have when deciding to buy our solutions?
in what ways can you expand your list of keywords
search the web for alternatives (type one of the keywords into a search engine and see what the results are)
how can you determine which keywords people are using to find your site
analytics tool - google webmaster or hubspot sources to get some insights.
what is the difference between short and long-tail keywords
short words (i.e. shoes) is harder to rank for because it's general and possibly a lot of competition
long-tail words (i.e. best women's running shoes for flat feet") is easier to rank for because its more specific and targeted.
in what ways should you optimize your pages for search engines (4)
1 - optimize the page around a primary keyword
2- include relevant links with the content
3- promote a good user experience
4- optimize your website for mobile
how should you properly optimize a website page (5)
add the keyword to the page title and URL.
add the keyword to the body, headers and image alt-text
place the primary keyword in the meta description
what types of links should you include in your content and why?
internal and external links. hyperlink text with keywords you'd like to rank for.
why is promoting a good user experience important for SEO
search engines look at experience when determining how to rank. Website needs to be intuitive and easy to browse.
why should you optimize for mobile
80% of internet users own a smart phone. search engines are trying to make it easier for people to find mobile friendly websites.
why is promoting your content important for SEO
the more people see, share and link to your content the more popular your site will grow and more trust you'll gain with search engines.
whats the relationship between links and SEO
Search engines follow links between pages to see how they're related to each other. Inbound links help search engines analyze how authoritative your website is.
what are inbound links
links coming into my website
what strategies can you implement to earn links and why does each help
Create content with input from industry leaders - they'll share content and give us new visitors and a new inbound link.
what are online directories and why are they important for SEO
Directories are websites like YELP, Yellow Pages, and chamber of commerce.
how can you optimize for getting found in local searches
create a Google+ Local Listing Page. This ties business into a specific location which Google will use in its search results.
How can you tell if a business has picked the right primary keyword for a page? (4)
address a common topic the persona wants to learn about, directly speak to persona's concerns, mimic language and create content with variations on the long-tail keyword
How can you tell if they've optimized the page around the keyword
keyword needs to be in page title, body, URL
How can you tell if they're linking to other sources
look for internal and external in body
how can you tell if they're offering a good user experience
website intuitive, nav is clear, easy-to-browse
How can you tell if they're promoting their content
are there social following and sharing buttons
how can you tell if they're earning links
google company name and see if the results produce other websites with links to them.
What is inbound?
Inbound Marketing is marketing focused on getting found by customers. It's customer-focused.
What is the inbound methodology?
illustrates the four stages that make up the inbound marketing and sales process. These stages are Attract, Convert, Close, and Delight.
How do you go about researching buyer personas?
One way to start is by asking your current customers different questions that touch
upon their demographics, goals, and challenges. Ask questions like:
What is your job role? Your title?
What industry or industries does your company work/is your role in?
What are you working to accomplish?

And always focus on the 'Why' or the motives of your buyer personas, not their actions. The
follow-up question to pretty much every question should be, "Why?" Through these interviews,
you're trying to understand your persona's goals, behaviors, and motivations.
What is considered a shift from traditional to inbound marketing?
The marketing team at CFO On-Call once relied heavily on telemarketing and cold calling to
generate leads for sales. Over time, they saw a decline and no longer had enough leads to
support their new customer or partner channels.

Fortunately, they understood the value of inbound marketing and began to expand their online
presence, focused on generating more leads to support their revenue goals.
The marketing team began working on developing their buyer personas and created a detailed
profile representative of their target audience, Gary the Business Owner. By understanding their
main customer's demographics, role, and business problems, the team could create better
targeted content, emails and offers for that audience.
What makes up a good persona profile story?
Do you have a better picture of
who you are trying to market and sell to? Do you have an idea of some different types of content
you could create to help this buyer persona solve their problems and address their challenges?
You can get in the mindset of your buyer and
understand them that much more.
What makes content the right for buyer personas?
content that helps the buyer resolve their challenges
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