The Science of Inbound Marketing Webinar Takeaway

On the 13th of July I got up nice and early to listen in on the 5am (Auckland time) start of The Science of Inbound Marketing Webinar which was co-hosted by HubSpot and HootSuite. The webinar focused on inbound marketing data and looked at how it could be used to optimise marketing efforts for business success. If any of you follow Dan Zarella (author of The Facebook Marketing Book and the upcoming The Science of Marketing: When to Tweet, What to Post, How to Blog, and Other Proven Strategies) you will know how big he is on data and how to leverage it for marketing success. His presentation was no different as he went through a lot of data and statistics and described how to make the most of it.

During the presentation I tweeted a few of the stats and tips that he went through and thought they may be of interest to some of you. Some of the my tweets and those of other twitter users are outlined below and grouped into the topics disucssed which were, Facebook, Twitter, Blogging, Email marketing, Forms and Traffic & Search Engine Optimisation. They may provide a bit of insight into how you might better your inbound marketing efforts:


Photo type posts on Facebook get the most engagement

Facebook posts on Sat & Sun have a lot more likes than those made during the week

Sexual content is the most shared on Facebook

Using “I” or “Me” works better on Facebook than on Twitter

It’s better to be passionate than neutral if you want interactions


Highly followed twitter accounts tend to be less conversational

The more tweets to a page, the more links

According to @bufferapp tweets on Sat & Sun get the most RT’s

4:30pm is the most retweeted time

The easiest way to get RT’s is to ASK!


People read blogs all the time so you need to have one

Blogging has a huge effect on purchasing decisions

Publish early to get links

Blogs posted in the morning have the highest amount of views – get people first thing in the a.m.

Weekends are not so good for blog post views

Post once a day or more to get more views

The number of comments on a blog has no SEO benefit

Personal perspective is good when blogging

People seek answers to questions on blogs! Be a resource of trusted information


# in an email are not effective

More links in an email = more content

More lines in an email = less unsubscribes from your lists

The most unsubscribes are in the first 2 weeks

Email is 2nd for lead generation

Words like “quote” decrease conversion rate

Don’t ask your reader to provide the value. Don’t use ‘?’ in subject lines

Add “Did you know” in your subject lines of emails to get more open rates

Lead nurturing campaigns work better for new subscribers than older ones

Emails sent in the am get the most CTR

Emails sent on Sat & Sun get most CTR

Email personalization = higher CTR

Email with parenthesis have lower CTR

Emails with an ampersand have a higher CTR

Email sentiment score – passionate ones have most clicks


Buttons with submit reduce conversion

Less committal words on forms are better

Lead generation: keep the form short, sweet & simple

Just say ‘click here’ or ‘Free Report here’ for best CTR for email registrations

Asking for numbers or addresses = lower form conversion

Dont ask age in forms: lower form conversion

Less form fields = better conversions

Words such as free get higher conversions

Traffic + SEO

Paid Traffic Sources have the highest Conversion Rate

Sport, Breaking, Photo, Music, Free get the most links

New SEO = Social, not an SEO person/manager

SEO – short titles = better links

Organic SEO is more trustworthy

Be sure to optimize your meta description as people skim page results by description


Webinars & eBooks = ammunition. Blogging, SEO, e-marketing = channels you shoot through

Hubspot is a good tool for all inbound marketing efforts

Dan would rather have an email subscriber vs twitter follower

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