The Science of Inbound Marketing Review

Alexandra Constantinou, the Social Media Director for the Group, attended HupSpot’s Webinar: The Science of Inbound Marketing on July 12. This post will be a review of the webinar and how she plans to incorporate some of the information into the Direct Group’s social media. 

*Note: All data/facts used in this post are taken from HubSpot’s webinar.


eBooks are a very popular way to explain what your business does and describe products to customers. Currently, the top formats for reading eBooks are the Kindle and PDF files. Most people prefer either small eBooks (under 10 pages) or very long eBooks (100+ pages). However, most business people still prefer to read print books, not eBooks. So depending on your audience, use different methods of viewing and obtaining your eBook: through email, Amazon, or a print-friendly version.


Facebook is one of the top social media sites. Publishing your posts on the right day and the right time is key to maximum exposure. Saturday and Sunday are the best days to post because there is a higher likelihood that the post will be seen and liked.

The length and type of the post is also important. Shorter posts, generally with images, tend to pull in more likes than somewhat wordier posts. 150-270 characters are when posts get the least likes. Save the wordiness for the blog.

Unfortunately, the most shared content on Facebook is sexual, and that’s not going to work well with most businesses.


Twitter is the other giant in social media. Like Facebook posts, tweeting at the right day and time is key. Again, Saturday and Sunday are the best days to post to get the most retweets.

The best time on Saturday and Sunday to tweet is between 3 and 5pm. Everyone is slowing down from their busy days and looking retweet other people’s content and not have to create their own.

In general, the best way to get more retweets is to simply ask. Twitter users that use “Please Retweet” in their posts often get retweeted, definitely more so than those who don’t ask at all. Even a “Please RT” works as well.

SEO/Search Results

One of the most surprising statements Dan Zarrella said was that no one needs to hire an SEO person for their business. Interesting and insightful content shared through social media is the better option.

Pay-Per-Click (PPC) advertising also seems to be less helpful to businesses. Many people said that organic search results are more trustworthy and helpful than PPC.

The description is the most relevant part of a search result. Most people will scan the first few results of a search and then chose a link based on the description. The title is a close second and the url is in dead last.


Blogs are becoming the newspapers of the future. Many people read various blogs at least once a day, quite a few more than once a day, and can affect people purchasing decisions

Like Twitter and Facebook, blog posts are viewed the most at certain times of the day. Unlike Twitter and Facebook, blogs are viewed the most between and 9 and 11am, because blogs are becoming people’s morning newspapers.

The more blog posts one has, the more unique views the blog will receive. Once a day seems to be the best amount but it takes lots of work to write that much. And words such as “insight” and “analysis” tend to bring in more views. People are interested in what you have to say about what’s happening.

Email/Click Through Rate (CTR)

Emails are more like Facebook and Twitter in regards of when to send. The weekend is the best time but, like blogs, send in the early morning so people can read them as they get ready for the day.

Lastly, stay positive in your email subject lines. If you can’t be positive, don’t be neutral; go very negative. The extremes mean you’re passionate about your business and the information you have to tell.

Incorporating into the Direct Group

Much of the data used in the webinar was extremely helpful but I plan to incorporate mostly the data about Facebook, Twitter, and blogging. Knowing the right days and times to post, share, and tweet are important to gain the most exposure. The search results/SEO data also will be used to include more descriptive and insightful posts that are centered on what our viewers and customers want to know.