Date post: | 16-Apr-2017 |
Category: |
Marketing |
Upload: | nikita-smits |
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Nikita Smits – Senior Channel Consultant
Nikita Smits – Senior Channel Consultant @NikitaSmits #HelsinkiHUG
1 What is a campaign?2 Where to start?3 Your offer4 Promotion5 Measure
1 What is an Inbound Campaign?
When Marketers say “campaign” they usually mean one of a few things...
• An automated drip email campaign.• An ad campaign, like a print ad, commercial,
etc.• A Salesforce campaign (a list of people.)
What campaigns are you currently running?
What we actually mean..
A strategy that aligns a set of assets and marketing channels around a prospect or event in order to achieve a particular goal.
They include:
Solution: An Inbound Campaign
What makes an inbound campaign different?
• Starts with the customer in mind.
• Uses integrated, multi-channel tools for multiple touch-points that connect all your efforts.
• Results based on leads / customers – NOT just clicks.
What are examples of inbound campaigns?
• New product launch.
• Conference or event.
• An offer, ebook, or webinar.
2 Where to start
IT ALL COMES BACK TO BUYER PERSONAS!
#inbound12
White
Buyer PersonasBuilding Buyer Personas tell us who we are creating content for and why they will buy from us.
What is a Buyer Persona?
Semi- fictional representations of your ideal customer based on real data and
some select educated speculation about customer demographics, behavior patterns, motivations, and goals.
What is a Buyer Persona?
Fictional characters that represent your DREAM
customers
Buyer Personas ARE
MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)
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
Loves HubSpot because:• Easy to use tools that make her life
easier• Learn inbound marketing best
practices• Easier reporting to sales and CEO
Persona NameBACKGROUND:
DEMOGRAPHICS:
IDENTIFIERS:
GOALS:
CHALLENGES:
HOW WE HELP:
You can find this
information by
administering
online surveys of
your target
audience.
How do we gather that information?
• Interview customers • Ask open ended
questions• Ask questions on Social
Media
1 How many persona’s do you have?2 How often do you rethink their challenges?3 Can everyone in your business describe them?
3 Your Offers
Relevance and value!
WHAT IS A KEYWORD?
PERSPECTIVE: Consumer/
Prospect
Once we know what they want, let’s give it to them
Recycle
Curated
Created
CoMarket
ResourcesRequired
Expected Results
Your Content Types
Recycle!Multiple posts &
Formats
Created: Most viewed blog post of
all time
Co-Marketing is great for net new
contacts
Curated: less effort
• Your website as a digital collage or mix tape.
• Express yourself through sharing fresh content with your followers
Other People’s Content
Where to source?• Goodreads - Quotations• LinkedIn Pulse - Aggregator• Flipboard - Aggregator• Alltop.com – Trending
content• Feedly.com – Your own
library
Other People’s Content
Industry specific sites networking
• Avvo for lawyers• Dribble for designers• The Engineering Exchange for
Engineers• CIOzone for CIOs• Quora is our favorite catch-all• Get to Wikipedia for a list of
all of them
Other People’s Content
Do you use a content calendar?
Content Calendar
4 Promotion
Promotion should feed into your inbound efforts by promoting every piece of content.
Think of it as the thread that ties your campaign together.
“If you spend 10 hours developing a piece of content, you should spend at least 10 hours promoting it.” @Searchbrat
Where do you promote your offers?
• Link to LP’s for conversion• More visibility – thought
leadership• Delight customers by
responding timely to their remarks
• Good content creates evangelists
Segmented emails get more clicks thanemail blasts. Source: Marketing Sherpa
50%
• Segment your database on previous behavior• Re-use related offers • Amazon style recommendations on thank you pages• Consistent branding• Use personalisation
Email Best Practice
What To Segment On?• Persona
• Age• Job title• Gender• Seniority• Lifecycle stage
• Company• Organization type• Industry• Past purchases• Products• Size
• Behavior • Pages visited• Purchase cycle• Number of
conversions
• Posts• Jobs• Survey• Week’s• E-Newsletter• Issue• Digest• Bulletin• Edition• Giveaway• Tips• Video• News • Monthly• Headlines• Latest• Updates
Blogs convert.
Companies that blog convert
70%more leads than those that don’t blog.
• Multiple posts around one offer• Optimize old posts with new CTA• Align your offers with your persona’s• Align your offers with your buyers journey
Blogging Best Practice
WHAT IS A KEYWORD?
Social Media should tie in with all the rest of your marketing efforts!
• Early access for influencers• 70% of new leads find us organically through old offers• Use Amazon style related offers• Use your keywords• Consistent branding
Social Media Best Practice
The Possible Eyeballs You Can Generate
5 Measure
Are you aligned with sales?
• Revenue goals• How many Marketing
Qualified Leads?• How many Sales
Qualified Leads?• What is the current close
rate?
• Response time to customer questions?
• How to respond to complaints?
• Social Engagement• How many likes/ Clicks
Service Level Agreement
How did you perform on different parts of your campaign?
QUESTIONS?
THANK YOU#HelsinkiHUG