The Science of Inbound Marketing by HubSpot – A Summary

This past Thursday, July 12, 2012, I attended a webinar presented by the folks at HubSpot entitled, The Science of Inbound Marketing. HubSpot is an all-in-one marketing software that helps companies attract leads and convert them into customers.  They are pioneers in inbound marketing, and have helped more than 6000 companies in over 45 countries.  I have yet to use HubSpot, but have heard great things about them. 

What is Inbound Marketing?

To help define what inbound marketing is, let’s first look at what it’s not.  This HubSpot article does a great job at weighing out the major differences. To summarize, lead generation was traditionally done through cold-calling, trade shows, seminars, direct paper mail, radio, TV ads etc.  This type of advertising is called Outbound Marketing and is characterized by pushing messages in the direction of consumers.

Inbound marketing, alternatively, is a marketing strategy where a company social media, blogging , search engine marketing, video, eBooks podcasts etc. in order to be found by people who are already learning about and shopping in your industry.

The inbound marketing presentation by the fast talking Dan Zarrella (and when I say fast, I mean lightening speed) outlined his recent, key findings.

Here are some takeaways from The Science of Inbound Marketing:

Facebook

Day vs Likes on Facebook

  • Facebook liking happens mostly on the weekend
  • Content published in the evening (6-10pm EST) does better than content posted during the day
  • Posts with photos have the greatest chance of being liked (followed by status updates, video posts and links)

 

Twitter

  • Time of Day vs RTs on TwitterIn order to improve your chances of a RT, 60-80% of tweets need to have links in them
  • Highly followed accounts tweets lots of links
  • RTs are highest in the late afternoon (between 2-4pm EST)
  • Easiest way to get RT is to ask for it

SEO

  • The description of a post within a search result is the greatest determinant of whether or not the listing is relevant to what you’re searching for (following by title then URL)
  • The most linked title words are: Sports, breaking, music and free
  • The least linked title words are “boring” words like photography, school, corporate, hotel

Blogs

  • Blog views by day of the weekAlmost 60% of purchasing decisions are somewhat affected by blog posts
  • The best blog posts are published earlier in the day (EST); if you want to get links, publish between 6-7 am EST as other bloggers are looking for linkable content
  • Most blog posts are viewed on Mondays
  • Don’t post blog posts on the weekends (Facebook and Twitter weekend posts are good to experiment with)

Email

  • Be passionate in your writing – you will get more people linking
  • Don’t put ‘?’ or ‘#’ in the subject line
  • Use ‘&’ in subject lines
  • Use square brackets instead of round within subject lines
  • Use individual and company names as often as you can
  • Have multiple links linking to the same content
  • Having lots of links is good
  • Email your newest subscribers the most
  • Emails sent on Saturday and Sunday have a higher click-through rate than on the weekdays
  • Sending frequency does not have a detrimental effect on click-through rates
  • The less emails you send, the higher the chance of an unsubscription; more email is better (this is a point to be contested)

Contact forms

  • Click Through Rate determined by Button TextLanding pages that have the word age have low conversions
  • People would rather provide their state or zip code rather than their street address
  • Alternatively, people will fill out their address more often than their phone number
  • Skip asking age, phone or street address–demos like zip code ok
  • Use the word click here and go rather than register or download to submit forms

As you can see, there was a ton of information presented at this webinar.  The folks over at StreetText also provided a summary of what they learned at this inbound marketing webinar. There are additional graphs found on their blog post here.

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