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5 TOOLS FOR “BORING INDUSTRY” MARKETERSYour content isn’t boring

Dan Moyle

Creative Director of Marketing, AmeriFirst Home Mortgage

1 WHY YOUR INDUSTRY ISN’T BORING

2 5 TOOLS

TV news producerWriter/storytellerInbound Marketing EvangelistNon-profit: Honor Flight

@danmoyle

DANMOYLE

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GET OVER YOURSELF: YOUR INDUSTRY ISN’T BORING

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1 WARM LEADS

2 RELEVANT CONTENT

3 PERIPHERAL CONTENT

4 THE PROOF

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“INBOUND” COSTS 61% LESS PER LEAD

Source: HubSpot

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1 ONLINE SEARCH (search queries daily)

2 SHARING PROBLEMS SOCIALLY (Twitter

whining)

3 LOOKING FOR ANSWERS – GIVE THEM!

Warm Leads

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SOLVE THE PROBLEM

• Articles

• Guides

• Videos

• Infographics

RELEVANT CONTENT

KNOW YOUR BUYER PERSONA

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• What other related problems do your buyer personas face?

• Mortgages: All about the home

• Move your persona through the inbound cycle

PERIPHERAL CONTENT

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THE PROOF: FHA 203k

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THE PROOF

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HELPFUL IS THE NEW SEXY

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2 5 TOOLS FOR YOUR BORING INDUSTRY MARKETING

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BORING INDUSTRY MARKETING TOOLS1: BUYER PERSONAS• More than a

demographic• Make it a

narrative• Share with the

team• Structure content

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BUYER PERSONASHUBSPOT PERSONA WIZARD: TIE YOUR PERSONAS TO YOUR CONTENT

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BORING INDUSTRY MARKETING TOOLS2: BLOG (DUH!)• 92% of companies who blogged multiple times a day acquired

a customer through their blog.• 81% of marketers rated their blog as useful or better. • There are 31% more bloggers today than there were three

years ago. • 46% of people read blogs more than once a day.• Nearly 40% of US companies use blogs for marketing purposes.

http://www.hubspot.com/marketing-statistics

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Blog purposefully: CTAs & Landing Pages

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7xCompanies with 30+ landing pages generate 7x more leads than companies with less than 10 landing pageshttp://www.hubspot.com/marketing-statistics

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BORING INDUSTRY MARKETING TOOLS3: EMAIL MARKETING• Let your email marketing direct

your leads through the process• Do no harm – manage your

negative ROI• Email becomes social through

“social proof”

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EMAIL METRICS

Click rates: helpful emailOpen rates: vanity metric

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BORING INDUSTRY MARKETING TOOLS4: SOCIAL MEDIA• Answer questions• Solve problems• Share success stories• Don’t spam (don’t shout)• Don’t “Always Be Closing”

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BORING INDUSTRY MARKETING TOOLS5: SECRET WEAPON: VIDEO• Just start• Be patient• Have the right tools (microphone,

lights, tripod)• Save money: hire internally when

possible• Video is social (TV anchors in your

home)• Video is searched – Google owns

YouTube• Embed on website

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BORING INDUSTRY MARKETING TOOLS

The AmeriFirst Production Studio

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HELPFUL & CONCISE

Be helpful.Go for concise.Have personality.

2,000+ viewsAudience retention: 60% stay through :50

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screw sexy. be helpful.

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HELPFUL ISTHE NEW

SEXY

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QUESTIONS ?

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THANK YOU!

@danmoyle@amerifirst