This presentation cover the principals to attract traffic to your site using Inbound Strategies.

1. How to Successfully
Attract Traffic
(Miami HubSpot User Group)

2. How to Successfully
Attract Traffic
Miami HUG– Jan 2015
Mike Vittum
Principal Success Engineer

3. 1 What is Content/Inbound Marketing?
2 What is the Buyer’s Journey?
3 Attraction Starts With Blogging
4 How to Make Good Blog Posts Great
5 Next Steps & Questions
AGENDA

4. What is Content/Inbound
Marketing?1

5. Problem:
BUYERS HAVE CHANGED.

6. The way people discover & research products/Services has
fundamentally changed
44% of direct mail is never opened
86% skip TV commercials
91% unsubscribe from non-persona
targeted emails
200 million say “Do Not Call”

7. It’s time to transform marketing into something
people LOVE
Your
Get Found Online:
Create valuable website
pages, blog articles and
social media messages
optimized to drive
qualified leads to
your site.

8. What does “Content
Marketing” mean to you?

9. How Does Inbound differ
from Content Marketing?
Inbound marketing is a holistic, data-driven strategy
that involves attracting and converting visitors
into customers through personalized, relevant
information and content – not interruptive
messages – and following them through the sales
experience with ongoing engagement.

10. Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
Inbound Marketing Methodology

11. EVERYTHING
COMES BACK TO
BUYER
PERSONAS.

12. What is a Buyer Persona?
Semi- fictional representations of your ideal customer
based on real data and select, educated speculation
about customer demographics, behavior patterns,
motivations, and goals.

13. Sample Sally
• Head of Human Resources
• Worked at the same company for 10 years; worked her way up from
HR Associate
• Married with 2 children (10 and 8)
• Skews female
• Age 30-45
• Dual HH Income: $140,000
• Suburban
• Calm demeanor
• Probably has an assistant screening calls
• Asks to receive collateral mailed/printed
1
2
3
4

14. Sample Sally
• Keep employees happy and turnover low
• Support legal and finance teams
• Getting everything done with a small staff
• Rolling out changes to the entire company
• Make it easy to manage all employee data in one place
• Integrate with legal and finance teams’ systems
5
6
7

15. Build Marketing Assets
• Blog
• Free Tools
• Podcast
• Videos
• Photos
• Presentations
• eBooks
• News Releases

16. WHAT IS THE BUYER’S
JOURNEY?2

17. THE BUYER'S JOURNEY
The Buyer's Journey is the active research
process a potential buyer goes through
leading up to a decision.

18. WHY THE BUYER’S
JOURNEY?

19. Specific content offers are
more relevant to buyer’s at
specific times during The
Buyer’s Journey.

20. Leverage relevant terms in each stage of The
Buyer’s Journey

21. Map Your Offer to the
Buyer’s Journey

22. Awareness Stage
Prospect knows there is a
problem that needs to be
solved.
Free Whitepaper
Free Guides & Tip-
Sheets
Free eBooks
Free Checklists
Free Videos
Free Kits (combo of
above)
Consideration Stage
Prospect recognizes a need for a
solution like yours.
Free Webinars
Case Studies
Free Sample
Product Spec Sheets
Catalogs
Free Trials
Demos
Free Consultations
Estimates or Quotes
Coupons
Decision Stage
Prospect seeks solutions to
their need; ready to buy.
Use Correct Content Types based on the
stage of The Buyer’s Journey
Content
Type/
Format

23. Attraction Starts with
Blogging3

24. Blog
Social Media
Keywords
Pages
Calls-to-Action
Landing Pages
Forms
Contacts
Email
Workflows
Lead Scoring
CRM Integrations
Social Media
Smart-Calls-to-
Action
Email
Workflows
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
INBOUND MARKETING METHODOLOGY

25. Persona alignment
Developing a GOOD Blog Post.
1
2
3
4
Keyword alignment
Good formatting
Good writing

26. What is a
keyword?

27. What is a Keyword?
The topics people care about1
2 The phrases people use to find those topics
and answer questions

28. Importance of Long-Tail Keywords
Broad Keywords Long-Tail Keywords
General keyword  e.g "marketing“ Specific keyword 
e.g "internet marketing software”
“Generally” describes your business or
products
“Relevantly” describes your business or
products
High monthly search Lower monthly search volume
High Competition Less Competition
Difficult to rank and generate traffic for Rank more easily 
Convert more visitors
Traffic from broad keywords are not as
relevant and are not likely to become
leads
Although fewer people search, bring in
very relevant traffic that are likely to
become leads
When getting started, you want to start by targeting long-tail keywords, which are
easier to rank for and bring in the most relevant traffic.

29. Sample Sally
• Keep employees happy and turnover low
• Support legal and finance teams
• Getting everything done with a small staff
• Rolling out changes to the entire company
• Make it easy to manage all employee data in one place
• Integrate with legal and finance teams’ systems
5
6
7

30. • Short paragraphs
• Headers and sub-headers
• Images
• Internal links
• Bullets
• Numbered lists
Use Visual Differentiators

31. IN SHORT, WRITE
BLOG POSTS THAT
ARE HELPFUL TO
YOUR TARGET
PERSONA.
(Do this consistently, and you’ll have a
pretty good blog.)

32. How To Make Good Blog
Posts Great.4

33. EVERY PIECE OF
CONTENT
SHOULD HAVE A
PURPOSE.

34. • Drive a ton of traffic?
• Generate better qualified fans?
• Garner social shares?
• Establish yourself as an industry leader?
• Keep your fans engaged in your blog?
What Do You Want Your Post To Achieve For Your
Business?

35. • Learn how to do something.
• Think about something in a new way.
• Be entertained.
• Have their curiosity piqued.
• Advance their skill set.
What Do You Want Your Reader To Get From Your
Post?

36. Most people only read 60%
of your blog post.

37. Amazing titles
That Means You Need To Get Good At:
1
2
3
4
Hooking ‘em at the intro
Storytelling
Being succinct

38. Titles need to be better than average – they need to draw readers in.

39. • Use humor
• Get personal (Fans want to feel connected)
• Shock them
• Show empathy
• Tell a story
Write Introductions That Tap Into the Readers’
Emotions So They Want to Keep Going.

40. Length...
When someone asks me how long a
blog post should be, I say, “As long as
it needs to be to achieve its purpose.”
(And not one word longer.)

41. Next Steps & Questions.
5

42. 1 Practice writing blog posts in a story format
2 Write all future blog posts with a purpose
3 Formulate titles that get the readers hooked
4 Develop a backlog of topics
Next Steps

43. QUESTIONS?