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6 Ways to Promote Your Hub to Drive Massive Traffic

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6 Ways to Promote Your Hub to Drive Massive Traffic Sam Brennand Emilie Hamel Customer Success Lead Customer Success Specialist 6 8/20/2015 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel 1


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HOUSEKEEPING! Get your tweet on and join the conversation with #uberwebinar We’ll send slides and the recording Q&A at the end - ask questions in the chat box! (If we run out of time, tweet or email us!) 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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ANSWER: NO! 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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YOU NEED TO MARKET YOUR CONTENT HUB SO IT CAN HELP YOU MARKET YOUR CONTENT (SAY THAT 5 TIMES FAST) 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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Email Marketing Communities 6 Ways to Promote Your Hub to Drive Massive Traffic Social Media Embeds #uberwebinar SEO Paid Traffic @uberflip @sambrennand @emiliehamel


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(1) Email Marketing 20 years on, still going strong… A recent study conducted by Pardot found that – surprise, surprise – 73% of marketers agreed that email marketing is still core to their business. Understand how visitors are making their way to your Hub (a.k.a. what’s working) Dig deeper 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(1) Email Marketing Approaches & Tips • Introduce your Hub when it launches • Make sure your company knows about it! • Include links to your Hub in email signatures • Tightly integrate Hub content with your marketing automation workflows/campaigns • Use your Hub’s Tile Embed feature 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(2) Social Media The new-ish kid on the B2B block According to the Content Marketing Institute, the average B2B marketer uses six different social networking platforms. Social media can have a lead-to-close rate up to 100% greater than that of outbound marketing methods. 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(2) Social Media Approaches & Tips • Repurpose your Hub’s content into bitesized chunks to distribute frequently • Integrate your Hub with AddThis – today! • Seed your presentations and visual content to platforms like SlideShare • Use Hootsuite (we’ll get to it in a minute) 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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Customized social sharing icons with AddThis 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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Learn More: 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(3) SEO Search Engine Optimization There are over 12,000,000,000 (billion!) searches per month in the United States alone. SEO-generated leads can close at a rate of up to 850% higher than outboundgenerated leads. Inbound marketing at it’s finest! 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(3) SEO Approaches & Tips • Set meta descriptions for everything (both Items and Streams) • Optimize your on-page SEO • Longer content tends to perform better (top 10 content pieces have >2,000 words) • Appropriately use Stream SEO options 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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Customize SEO Titles Create User Friendly Meta Descriptions 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(4) Communities Enhance visitor engagement Every marketer wants to turn their content into a vibrant community. If you have great content, your buyer personas will be compelled enough to leave a comment, share it with their own network, or give you constructive feedback. Engagement is the silver bullet. 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(4) Communities Approaches & Tips • Integrate Disqus with your Hub – today! • Make sure you have a process in place to reply to – and encourage – engagement • Ask for feedback in your content • Embrace tools like Influitive to encourage fans to become advocates 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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Get your fans involved! 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(5) Strategic Embeds Give ‘em a taste Your Hub should be a final destination for content consumption, engagement and lead capture. Using a number of your Hub’s easy to use Embed Tools, you can strategically embed elements of your Hub into other platforms to drive traffic back to the main event. 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(5) Strategic Embeds Approaches & Tips • Embed Tiles into emails • Embed a dynamic Stream of Tiles onto the static pages of your website • Embed Tiles or Animated Mini-Flipbooks • Embed Tiles or Grids into sidebars/footers • Embed a Hub on internal tools (i.e. intranet) 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(6) Paid Traffic The magic of SEM and ads According the Content Marketing Institute, “search engine marketing (SEM) is the paid promotion method that B2B marketers not only use most often but also find most effective.” 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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(6) Paid Traffic Approaches & Tips • Experiment with social media advertising • Drive traffic using Google AdWords • Test out paid ads on Bing & Yahoo • Advertise strategically through tools like Outbrain or Taboola • Retarget Hub content to your visitors 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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Things to Start Thinking About Do you have a documented promotional strategy for your Hub? Is your Hub the center of your content distribution strategy? Remember: You need to market your Hub so that it can help you market your content 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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THANK YOU! QUESTIONS? @uberflip @sambrennand How to Use Google Analytics with Your Hub info@uberflip.com #uberwebinar @uberflip hub.uberflip.com @sambrennand


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Additional Resources 6 Ways to Promote Your Hub to Drive Massive Traffic #uberwebinar @uberflip @sambrennand @emiliehamel


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