Post on 22-Jan-2015
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WELCOME!
Inaugural HUG | Reading, PA March 4, 2014
Lindsay Thibeault
Inbound Professor, HubSpot Academy I can say the 50 states in 18 seconds in alphabetical order.
@lindsayregina
1 Inbound Methodology
2 2014 Inbound Trends
3 Where to focus your 2014 efforts
AGENDA
INBOUND METHODOLOGY. 1
2014 TRENDS. 2
TREND #1: CONTENT IS KING
BUYER PERSONAS
BUYER’S JOURNEY
Determining your content topic Know your:
The Buyer’s Journey: the research process
people go through leading up to making a purchase.
The Buyer’s Journey
Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem.
Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.
Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision.
PRO TIP.
Audit your website pages and blog posts. • Where would your visitor be in the buyer’s journey? • What is the appropriate trigger to move your visitor to the next step
of the buyer’s journey?
Awareness Stage
Consideration Stage
Decision Stage
Blog post
Content offer
List How-to
FAQ Best of News Q&A
Opinion Curated
Troubleshoot Issue
Resolve Risks
Upgrade Improve Optimize Prevent
eBook Whitepaper
Checklist Infographic
Other educational
content
Keyword: ______________
Title: __________________
Persona name:
_________
Blog post
Content offer
List Interview How-to
FAQ Best of News Q&A
Opinion Curated
Solution Provider Service Supplier
Tool Device
Software Appliance
eBook Whitepaper
Checklist Podcast Webinar Video
Worksheet/Calc Template
Case studies
Keyword: ______________
Title: __________________
Blog post
Content offer
List How-to
FAQ Best of News Q&A
Opinion Curated Product-focused
Comparison
Compare Versus
Vs. Comparison
Pros and Cons
Benchmarks Review
Test
Comparison chart Purchasing guide
Case studies Product literature Worksheet/Calc
Webinar Checklist
Keyword: ______________
Title: __________________
BUYER’S JOURNEY
POST OR OFFER?
OFFER FORMAT
CONTENT TYPE
RELEVANT TERMS
YOUR KEYWORD
YOUR CONTENT
Trend #2: Video Marketing
VIDEO IS QUICKLY BECOMING THE MOST CONSUMED TYPE OF CONTENT ON THE WEB.
Globally, online video traffic will be 55% of all consumer Internet traffic in 2016
PRO TIP.
Transcribe your videos. YouTube’s built in Closed Captioning (CC) system is the ticket!
TREND #3: TOP 3 MARKETER TRENDS:
1. Creating a more inbound friendly website 2.Blogging more regularly (2x+ per week) 3.Workflows to engage and qualify leads
ON AVERAGE HOW MANY TIMES A WEEK DO YOU BLOG?
0-1 x per week 2 x per week
5 x per week
PRO TIP.
?
PRO TIP.
HUGS
Where to focus your efforts in 2014. 3
What are your top 3 Inbound Marketing Initiatives in 2014?
“People are becoming brands &
brands are becoming people.”
- @BrianSolis
QUESTIONS?
THANK YOU. #HubSpotting