Date post: | 08-May-2015 |
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Marketing |
Upload: | sarah-bedrick |
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Welcome to DFW #InboundMarketingWeek!
Powered by: HubSpot
Thinkhandy
Welcome Founder of Martin House Brewing Company,
David Wedemeier
THE ESSENTIALS OF AN EFFECTIVE INBOUND STRATEGY.
Sarah Bedrick@sbedrick
Program Leader, Introductory Content at HubSpot Academy
GUESS WHAT?
IT’S INBOUND MARKETING WEEK!
IT’S INBOUND MARKETING WEEK!• 60 events happening globally• Hashtag on Twitter is #InboundMarketingWeek
(let’s show them how #DFWInbound does business)
• Everybody here gets 30% off Inbound 2014 tickets! Come see me for details!
AGENDA
1 What is inbound marketing
2 Why fundamentals?
3 Fundamentals of inbound success
1 WHAT IS INBOUND MARKETING?
Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
TRADITIONAL
vs
MARKETERS HAVE A lovability PROBLEM.
Car Salesman Lobbyists
Marketers
Less Lovable More Lovable
of business decision-makers prefer to get company information in a series of articles versus in an advertisement.
80%
#InboundMarketingWeek
A FUNDAMENTAL SHIFT IN THE WAY PEOPLE LIVE, CONSUME, SHARE & CONNECT HAS OCCURED.
Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
TRADITIONAL
vs
WE NEED TO ADAPT!
Let’s poll the audience, how would you find…
The best sushi restaurant in Boston, MABest practices for business blogging
How to dye your hair white
151 billion searches done per month online.
Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
BloggingOffersHelpful emailsCustomer - Centric
INBOUNDTRADITIONAL
vs
So does inbound look like in practice?
What I clicked:
What I clicked: What I wanted:
What I got:
What I got:
What I got:
What I got:
Inbound is a fundamental shiftin the way we do business.
INBOUND MARKETING IS A FUNDAMENTAL SHIFT IN THE WAY WE CONNECT WITH PROSPECTIVE CUSTOMERS.
Information empowers people with the means to make their own
choices. Because even if you don’t, they’re still going to make those choices anyway – and probably won’t think of your
organization when doing so.
Marketingpeople love.
Inbound
So how do we actually do inbound?
What that looks like is this:
The Inbound Methodology
WHY BOTHER WITH FUNDAMENTALS.2
But wait, what are some fundamentals?
Getting this right takes an understanding of each buyer persona and their typical path to purchase.
This can help you to identify which keywords to use, and when – along with the type of content you should share and when. What is it?
FUNDAMENTALS OF INBOUND SUCCESS:
The Buyer’s Journey
Inbound marketers who are doing the work but still aren’t seeing success, 9 out of 10 times, we find that it’s because they don’t have these…
What is it?
Buyer Personas
FUNDAMENTALS OF INBOUND SUCCESS:
If doing this isn’t made a priority, it will be almost impossible to gain any valuefrom inbound marketing or the HubSpot software.
What is it?
FUNDAMENTALS OF INBOUND SUCCESS:
Content
Buyer Personas
FUNDAMENTALS OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content
Nobody was talking about this stuff 3 years ago.
MARCUS SHERIDAN.• Owned a failing pool
company.• Bought in to inbound
marketing as a last ditch resort.
• Created content, upon content, upon content.
#InboundMarketingWeek
If you rememberanything from today, let it be that a strong foundation is necessary.
FUNDAMENTALS OF INBOUND SUCCESS.3
Buyer Personas
FUNDAMENTALS OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content
BUYER PERSONAS1
Your buyer personas are who you’re trying to reach.Instead of trying to attract, convert, close & delight
all 3 billion people on the Internet, focus on the ones
who will potentially buy.
Don’t just attract anybody to your website, create the right content that will appeal to the right visitors you’re trying to
attract.
Semi-fictional representations of your ideal customer based on real data and some select educated speculation about
customer demographics, behavior patterns, motivations, and goals.
BUYER PERSONAS
Every marketing activity
that you take, moving forward must tie back
to your buyer personas.
#InboundMarketingWeek
TOP BUYER PERSONA QUESTIONS
• Do they apply to my business model?
• Do I have to do the research?
• How many should I have?
So, what do these buyer personas look
like exactly?
However you shape or outline your buyer personas is up to you!
Meet Sam.
Knowing this, what kind of blog post could we create that speak to Sam?
WANT TO LEARN HOW TO DEVELOP YOUR COMPANY’S BUYER PERSONAS?
Join our HubSpot Academy Buyer Personas training.
But, it’s enough to know just who you’re trying to reach, you also have to know what they want to see:
Buyer’s journey
THE BUYER’S JOURNEY2
The Buyer’s JourneyThe active research process someone goes through leading up to making a purchase.
THE BUYER’S JOURNEY
THE BUYER’S JOURNEY
THE BUYER’S JOURNEY
THE BUYER’S JOURNEY
THE BUYER’S JOURNEY
CONTENT3
FLICKR USER MCGRATHS
Marketingpeople love.
#InboundMarketingWeek
Content Context
Inbound Marketing = Content + Context
Your content is your marketing toolkit. Things like blogs, interactive tools, photos/infographics, videos, and eBooks/presentations work to attract, convert, close, and delight.
CONTENT
FLICKR USER DAVID | POOLE
CONTENT:
ebooks
White papers
Checklistsvideos
Offers
Blog posts
Case studiesWebinarsBuying guides
webinarsSlide-share decks
Informational kids
CONTEXTContext is who you’re creating it for: you can’t just write any posts, you have to write the right ones – those tailored to who you’re trying to reach and what they’re interested in.
FLICKR USER CINDEESNIDERRE
THE BUYER’S JOURNEY
Buyer Personas
FUNDAMENTALS OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content
If you were to give one piece of advice to someone else today about one of the fundamentals -
What would it be?
TAKEAWAYS & RESOURCES.
KEY TAKEAWAYS1. Inbound marketing is a fundamental shift in the
way businesses connect with people.2. Fundamentals are the foundation in which our
entire marketing is built upon. 3. Buyer personas & buyer’s journey and content
are what makes our marketing lovable. 4. We won’t wake up one day knowing these
things – if not now, then when.
#InboundMarketingWeek
RESOURCES1. Buyer Persona Creation Template:
https://library.hubspot.com/the-marketers-guide-to-creating-buyer-personas
2. The Buyer’s Journey Webinar: http://academy.hubspot.com/webinars/the-buyers-journey-webinars/
3. Content creation Tips: http://blog.hubspot.com/marketing/topic/content-creation
4. HubSpot Academy Tips: http://academy.hubspot.com
@sbedrickREACH OUT ON TWITTER:
THANK YOU!