Top 5 Digital Marketing Hacks to Grow Your Business - UBT Sales & Marketing Conference Sydney

transcript

@RyanBonnici | #SMC2016 | @HubSpot

TOP 5DIGITALMARKETINGHACKS

I’m @ryanbonnici

This is #SMC2016

Hi!Marketing Director

My mission:

Help you increaseyour probabilityof breakthroughdigital marketingsuccess.

VSOUTBOUNDMARKETING

INBOUNDMARKETING

THEN • Advertisers had all the control.

• Consumers were bombardedwith ads & pamphlets tryingto sell them many products.

• While they didn’t like this, they couldn’t do anything about it.

NOW • The buyer is in control

and has much more power.

• They have all the tools at their disposal to do their own research.

• They’re able to make their own decision on yourproduct / service without you.

BROKENThe old playbook is

are on do not call lists

direct mail isnever opened

unsubscribefrom email

skip TV ads

48%20%91%83%

The biggest problem with the old playbook is that

it fights for people’s attention by interrupting them.

Seth Godin (1998!)

ATTRA TINGATTENTIONis smarter than interrupting

ATTRA TINGATTENTION

requires you toprovide something

people will love

In the world of digital, people love content.

DEC 2013 DEC 2015

HERE’S A BLOG POST FROM 2013 Look how much traffic it is still getting 2 years later (& continues to get)

12,000 SEARCHES for press release template per month

Blog Posts & Web Content

Photos & Infographics

Videos & Podcasts

Presentations & eBooks

Videos & Podcasts

Presentations & eBooks

Software & Tools

All-in-one inbound marketingand sales software.

We attract 6M+ marketers per month through content.

What do all marketers really want to know?

All-in-one inbound marketingand sales software.

We attract 6M+ marketers per month through content.

What do all marketers really want to know?

HOW GOOD IS MY WEBSITE?

@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot

That was an example of a

FREE TOOL FOR B2B

But what about

FREE TOOLS FOR B2C?

Convert leads with personalised content

experiences

Close customers with personalised mktg.

automation

Attract visitors with their web & blog content

Convert leads with personalised content

experiences

Close customers with personalised mktg.

automation

Attract visitors with their web & blog content

DIGRESS BUT I

HELPS YOU GENERATE MORE OF WHAT YOU LOVE.

Creating content that people love,

HELPS YOU GENERATE MORE OF WHAT YOU LOVE.

Creating content that people love,

TRAFFIC, LEADS & CUSTOMERS.

Total blog posts

Impact of total published blog posts on inbound leads

Read: leads increase as your content increases

NOT JUST FLUFFY LOVE. REAL LOVE.. IN THE FORM OF LEADS

Total blog posts

Impact of total published blog posts on inbound leads

Read: leads increase as your content increases

NOT JUST FLUFFY LOVE. REAL LOVE.. IN THE FORM OF LEADS

EffortEffort

5 DIGITAL HACKS

Attraction3.0

Personalisedcontent

Optimise forconversion

Createutility

Use tools+ data

Attraction3.0

Personalisedcontent

Createutility

Use tools+ data

DIGITAL HACK #1

Who exactlyare youcreatingcontent for?

Create aBuyer Persona based on your IDEAL CUSTOMER

makemypersona.com

Demographics• Mid-sized company (25-200 employees) • Marketing team of 2-5 people • Undergrad Degree • 30, Married, 1 Child

Goals • Support sales with collateral and leads • Manage company communications • Build awareness

Challenges • Too much to do • Not sure how to get there • Marketing tool and channel mess

MARKETINGMARY

YOURBUYERPERSONAINFORMSYOURSTRATEGY:

Place Time

Content

How do you decide

WHAT CONTENTTO CREATE?

GOOGLE TRENDS

BUZZSUMO

HOOK YOUR READER WITH YOURHEADLINE

Too vague, I don’t want to click now.

LEVERAGE THE CURIOSITY GAP

Donald Trump says something bad, again.

Too specific. I don’t need to click.

Donald Trump says “I want the middle class to be tied to the roof of my car.”

Too specific. I don’t need to click.

Just enough,I want to click.

Donald Trump says “I want the middle class to be tied to the roof of my car.”

You will not believe what Donald Trump wants to do to you.

MAKE CONTENTFOR ALL STAGES OF THE FUNNEL

@RyanBonnici | #GrowWithHubSpot | @HubSpot

THE CONTENT NEEDED CHANGES DEPENDENT ON

EACH BUYER JOURNEY

Consideration

Decision

Awareness

3 STAGES OF THE BUYER JOURNEY

Consideration

Decision

Awareness IF I’M BUYING GLASSES…?

EXAMPLE:

google.com.au

Search Google or type URL

Consideration

Decision

Awareness

google.com.au

Search Google or type URLglasses that will make me look smart when presenting at events

glasses that will make me look smart when presenting at events – Google Search

glasses that will make you look smart

smart and stylish glasses for 2016

designer glasses 2015

designer glasses 2014

Consideration

Decision

Awareness

https://www.misterspex.co.uk/styles-trends/glasses/trends-2016Consideration

Decision

Awareness

Consideration

Decision

Awareness

DON’T WEAR GLASSES?

EXAMPLE:

google.com.au

Search Google or type URL

Consideration

Decision

Awareness

google.com.au

Search Google or type URLwhy do i keep getting headaches at work?

why do i keep getting headaches at work? – Google Search

avoid headaches at work

what headache medication works best

how to reduce eye strain at work

how to be healthy at work

Consideration

Decision

Awareness

https://www.misterspex.co.uk/advice/avoid-computer-strain-workConsideration

Decision

Awareness

Decision

Awareness

Decision

Awareness

Personalisedcontent

Attraction3.0

Createutility

Use tools+ data

DIGITAL HACK #2

1 Gather informationacross all touch points.

Form data helps us build personas. It’s the key to contextual marketing.

But we need to build on what we know.

Gather explicit data via forms

Demographic DataFirst & Last Name

Email & PhoneRole & Department

Company & IndustryEmployees / TeamChallenges / Goals

Geographic location

Such as demographic data

What people do when they’re on your site, landing pages, email.

Leverage this to personalise all aspects of our marketing.

Gather implicit data via behaviour

Behavioural DataBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched

Such as behavioural data on your site

2 Personalise experience across every interaction.

Personalised Web Content

Increase CVR with contextual

information

Personalised Web Content

CTAs based on next best offer

PersonalisedLead Nurturing

Detailed workflow and interactions

PersonalisedLanding Pages

Smart content: name, company, and much more!

THE PEOPLE WE DON’T KNOW YET?

But what about

Personalisedcontent

Attraction3.0

Createutility

Use tools+ data

DIGITAL HACK #3

No BusinessNo ConversionTraffic

Subscribers

HOW DO YOU CONVERT TRAFFIC?

What you wantTo establish a relationship and open communication. For blog subscribers youwant email address andfirst name.

OPT-INBUTTON • Add a subscribe

form to your blog.

EXIT POPUP • Add a subscribe

form to your blog.

Subscribers

HOW DO YOU CONVERT LEADS?

What you wantTo get data about the person to further refine your comms and begin to identify if they are a fit.

For leads you may want company name, job title, employee size.

Ensure you have a relevant CALL-TO-ACTION

… and ensure that it takes you to a RELEVANT LANDING PAGE

Optimise yourLANDING PAGES

HEADER • Company logo • Phone number • No navigation

TITLE • Say what it is • Begin with hook • Don’t use fluff

BODY • Avoid long copy • Use bullet points • Bold key points • Include an image

FORM • Begin with CTA • Right # of fields • Actionable button

*150% increase in lead quality with form verification.

What you wantA potential customer to signal they want to begin a sales conversation.

Filling out a contact sales form, demo, or starting a free trial.

Subscribers

HOW DO YOU CONVERT MQLS?

Don’t stop at theLANDING PAGE

Create a secondary call-to-action on yourDOWNLOAD PAGE

REVERSE- ENGINEERYOURFUNNEL

30% Conversion Rate6,000 - Subscribers

Visitors: 20,000

6,000 - Subscribers

2,400 - Leads

Visitors: 20,000

40% Subscriber-to-Lead

6,000 - Subscribers

2,400 - Leads

1,800 - MQLs

Visitors: 20,000

45% Lead-to-MQL

6,000 - Subscribers

2,400 - Leads

1,800 - MQLs

Visitors: 20,000

Customers: 162 15% MQL-to-Customer

6,000 - Subscribers

2,400 - Leads

1,800 - MQLs

Visitors: 20,000

Customers: 162 15% MQL-to-Customer

162CUSTOMERSrequires20,000VISITS

Createutility

Personalisedcontent

Attraction3.0

Use tools+ data

DIGITAL HACK #4

Create free tools your buyerpersona will find useful.

THEY ARE CONTENTTOO!

WEBSITE.GRADER.COM

• Freemium hack

• Instead of giving away a part of the solution, give away a toolthat diagnoses the problem.

• 60K leads from this / year

UNSPLASH.COM • Built by Crew - a website that

connects freelancers with projects to be done.

• Started as a small side project.

• Today it receives 11 million unique users per month

EXECUTIV.CO bonni.ci/leadership-course • Went very far up the funnel

(outside of executive coaching).

• What does every executive wonder about? Leadership.

• Over 100K monthly searches for “leadership course”

OTHER EXAMPLES

Law - Draft Contract Generator

Housing - Price Approximator

Retail - Try-On Virtual Reality

Banking - Mortgage Calculators

Use tools+ data

Createutility

Personalisedcontent

Attraction3.0

DIGITAL HACK #5

Use Snip.ly and steal borrow OTHER PEOPLE’S CONTENT

CONTENT THEFT FAQ • Use BuzzSumo & find great content

• Wrap link in your Snip.ly shortener

• Share the link with your own CTA

• Generate traffic back to your site

• AB test different links and headlines

Schedule social updateswhen your followers are

THE MOST ACTIVE

Finding emailaddresses hasnever beenSO EASY

Have news worthy content?

HEY PRESS!

Analyse otherbrands competitors tracking URLs by ADDING A “PLUS”

1. Attraction 3.0

2. Personalised content

3. Optimise for conversion

4. Create utility

5. Use tools + data

PULL IT ALLTOGETHER

BONNI.CI/FREE-CHECK

GET A FREE 30 MINUTE MARKETING ASSESSMENT

THANKS#SMC2016

PS: I really love opendiscussion and debate.

Tweet me @ryanbonnici