On Tuesday, we’re going to talk about email marketing and inbound sales. I’ve always had a lesson on email, but I became a lot more interested in it after listening to season one of Serial in the fall of 2014. (Season two is going on now and it’s really interesting.) If you didn’t listen to it (but you totally should now), you didn’t hear the ad for MailChimp, which in a weird way, made this email software provider a cultural phenomenon. (My sister-in-law back in Boston does marketing for MailChimp’s biggest competitor, Constant Contact and is super pissed about how big the Serial sponsorship was for MailChimp.)
But back to email. Isn’t email dead? No! Check out these tips on connecting with “email-fatigued” prospects. Read this ebook on email marketing essentials from Constant Contact and view Class 8 from Hubspot How to Send the Right Email to the Right Person.
On Tuesday, we’ll also discuss “inbound sales” A lot of companies are preaching about improving alignment between inbound marketing with a more traditional salesforce. (Some people, like HubSpot call this “Smarketing”.) Here’s an excellent eBook from an inbound marketing shop in Vermont called New Breed Marketing (@NewBreedMktg). Their slogan is #getshitdone.
Back to HubSpot. Since we are not doing the Inbound Certification Exam in class, we don’t need to go over all of the lessons, but do check out Lesson # 9 on “Smarketing” and Lesson #10 on Inbound sales.
Finally, on Tuesday we will do a Hangout with recent WWU and DigiMark alumna, Hannah Ricker, who does digital marketing for a very interesting company called Avinode. She will be talking to us about how she uses email marketing in her job.
On Thursday, we’ll do our big day on SEO. I know we’ve been dancing around the topics of Search Engine Optimization and Search Engine Marketing for most of the quarter. In many ways they are the most important tools in a digital marketer’s toolbox, since we all spend so much time on Google (and Bing. Don’t forget Bing!). And now that we’ve gone over the inbound lessons, it seems like now is the time to really do a deep dive.
Thankfully, there are two excellent resources available from Moz that you should review for class on Monday. Their “Beginner’s Guide to SEO” is literally a classic. I’ve met many people over the years that were introduced to the concept of SEO from this eBook as undergraduates and then went on to work in the field of SEO after college. As a follow up, last year they published the “Beginner’s Guide to Link Building”. After you read both you will be well on your way to understanding the importance of and the technology behind Search Engine Optimization.
But what is Moz, besides one of the best companies to work for in Seattle. (Seriously, they’ll send you flowers and pizza when you are home sick. Who does that?) They aren’t an SEO company. In fact, they used to be called SEOMoz and then a few years ago just went with MOZ. For your blog on Tuesday, write about basic principles of SEO and Link Building and then also what does Moz do.
On Monday, we will be talking with WWU alumnus Nick Marvik. Who used to work for one of the world’s leading SEO companies, Distilled, now works as the commerce marketing manager for Evo, which ties in nicely with his love of snow sports which he has also turned into his own custom clothing company nwt3k . (I keep thinking Nick and Christina Fagan should join forces.) You should prepare some questions about SEO for Nick prior to our chat.
And while this seems like a lot of stuff, please enjoy the Super Bowl and don’t write ev’ry second you’re alive / Ev’ry second you’re alive / Ev’ry second you’re alive.