Week 7 - Monitoring

This week I learned that monitoring a search engine is important because it helps you to analyze and record all the traffic that runs through different websites. The idea behind monitoring the traffic from a website is to know what are the different website components that attract and convert different visitors into customers. A well done website can help you or your company to attract each month a huge number of targeted audience.

The visitor traffic analysis can be done by following these 5 parameters:
1-Traffic on keywords
2-Keywords and landing page
3-Whether the call to action was followed for conversion
4-Qualified Traffic
5- Converted traffic

 

Finally, keywords is the most important parameter to follow to accomplish a well done website analysis because by knowing with what words people look for certain stuff, it will be easy for the companies or private websites to know what keywords they should use for their website description for the searchers.  

WEEK 8 - Hubspot - Cultivating Happy Customers.

This week in Hubspot, I learned that cultivating happy customers is important because that will help the company as a whole to have a better relationship with its customers. Most of the companies spend a lot of money on trying to acquire new customers as well as trying to come up with new products ideas. Since trying to acquire new customers means spending a lot of money for a company, a company needs to understand that is better for them to keep existing customers by satisfying their needs rather than just forgetting about them.

Another reason of why keeping in mind existing customers is because only 7% of customers said that they have gotten an outstanding customer service experience, meaning that companies have more priorities in obtaining new customers rather than to improve their customer services to keep their existing customers happy. Finally, to help the company achieve its goal of keeping their customers happy, is to keep their employees happy as well because if the company's employees are happy, the services that they will provide to the customers will be better, and therefore, the three pillars of customers delight which are Innovation, Communication, and Education will be putted in practice.

WEEK 7- Hubspot- Taking Your Sales Process Inbound

This week in Hubspot I learned that sales processes have been changing because buying habits have changed. To start with the right foot, for the sales process you have to target the right people because if you don't, your sales might not be as expected. Also you have to keep in mind that social media have an important role in sales because according to Hubspot, 72.6% of salespeople using social media outperformed other salespeople that were not using social media.

 

Finally, to have success in the sales process you might want to know who you are talking to, or to whom you are directing your sales to, and that is why is important to know your audience. Also is important to understand that the best way of doing sales is with professionalism and as a trusted sales person; therefore, the best way of doing sales is by doing them directly person to person.    

WEEK 6 - SEO - Pay Per Click (PPC)

This week in SEO, I learned that you can pay per click that you get when people click to go to your website when using a search engine. Pay per click campaigns are advertisement campaigns that run on search engines result pages. The way this campaign works is easy to understand because is solely based on paying a certain quantity of money according to the number of clicks you got from people that go into your website. This campaign is very important for marketing because the website that bid more money per click, is the company that will most likely be in the top of the search engine results page.

 

Finally according to the SEO study guide, pay per click  is a quick and cost effective advertising method only if you know how to use it to your advantage. Also, with a small investment you can get targeted traffic to your website right away; setting up this only takes 5 minutes. Also, is important to have in mind and don't forget that bidding is a very important part for this campaign.    

  

WEEK 6 - Hubspot: Sending the right email to the right lead and the power of smarketing

This week in hubspot, I learned that email marketing is still very important because although many people believe that email marketing is considered spam, email still growing meaning that it has a longer life spam than social media. One of the reasons of why email is important for marketing, is that approximately 91% of the people that own an email account check their emails at least once a day. Another good reason of why email marketing is important, is that it tend to help people to get highly personal.

According to hubspot, email marketing works for every stage of the inbound methodology:
1- Attract new visitors.
2- Convert visitors into leads.
3- Nurture leads into customers.
4- Delight customers into promoters.

 

This week I also learned a new term called Smarketing. Smarketing is a combination of two words which are sales and marketing, and therefore is a combination of definitions as well. According to hubspot, businesses with strong sales and marketing tend to get 20% annual revenue growth. Finally, there are 5 ways to integrate smarketing:

1- Speak the same language.

2- Set up closed-loop reporting.

3- Implement a service level agreement. 

4- Maintained open communication. 

5- Rely on data.

 

WEEK 5-SEO - Cloaking and Doorway Pages

This week I learned in SEO the definition of the word cloaking. Cloaking  is a SEO technique in which the search engine content is different from the content shown in the user's browser. This technique helped the webmasters to come up with many techniques to rank their sites higher on search engines. SEO is evolving and cloaking is only one thing that came from that evolution; now the use of flash instead of HTML is important because many sites are built using Flash. Google is currently the only search engine indexing flash pages.

  

Just like cloaking, there are pages that are created specially for search engines, and these pages are called Doorway Pages. These pages are built for the only purpose of sending visitors to your website. Although doorway pages sound like something good, it is actually something bad because it tends to be used for spamming, in other words, this will make you go to another website even when you don't want to. Finally, Doorway pages are an unethical SEO practice.

WEEK 5 - Hubspot: Content

This week in Hubspot I learned that content is the message that your inbound marketing strategy delivers. One might think that content is very effective while doing business to business marketing, but it is not true because although a 93% of business to business marketers use content marketing, only a 42 % of them say that they're effective at it. 

Having a good content in your website is important because that will help you to capure your prospect's attention. Another thing to have in mind about having good content specially when is a product-base content is that it might be good, but it is never going to be remarkable. 

To create good content the following process is important:

1-Plan

2-Produce

3-Distribute

4-Analyze

5-Repeat

Finally, a good content consists on talking about benefits and no features because benefits tie into emotional desires, and features mostly have a rational appeal.