THE ESSENTIALS OF AN
EFFECTIVE INBOUND STRATEGY.
Inbound Certification Class #1
1  Why inbound?
2  Fundamentals of inbound success
3  What effective inbound strategies looks like
4  Key takeaways and res...
WHY INBOUND?1
Remember when your mom
used to tell you as a child that
“it’s inconsiderate and rude
to interrupt someone?”
TWISTEDSIFTER....
That’s what traditional marketing & sales
were all about.
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
TRADITIONAL
What I clicked:
What I clicked:
What I wanted:
What I clicked:
What I wanted: What I got:
What I clicked:
What I wanted: What I got:
What I clicked:
What I wanted:
What I clicked:
What I got…
What I wanted:
What I clicked:
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
SEO
Blogging
Attraction
Customer - Centric
INBOUND
vs....
What I clicked:
What I clicked: What I wanted:
What I got:
What I got:
What I got:
What I got:
of business decision-makers
prefer to get company
information in a series of
articles versus an advertisement.
80%
So what is inbound all about?
FLICKR USER WORLDBANK
vs.
Cold Calling
Cold Emails (SPAM)
Interruptive Ads
Marketer - Centric
THEN:
TRADITIONAL
SEO
Blogging
Attraction
Customer...
Don’t interrupt what people
want to consume, be what
they want to consume.
FLICKR USER X1KLIMA
Inbound is about being
a part of the conversation.
Inbound is about being
a part of the conversation.
Being part of that
conversation
means sharing
helpful, relevant
content with
the world*.
By creating content specifically designed to
appeal to your ideal customers, your best
prospects will come to you.
FLICKR U...
That content acts as a magnet, or beacon, to
capture your prospects’ attention so your
potential customers come to you.
Th...
Information empowers people with the
means to make their own choices.
Because even if you don’t, they’re still going to ma...
So how do
we actually
do inbound?
What that looks like is this:
The Inbound Methodology
What you don’t see written in the
methodology is “Analyze.” Why?
Because analysis should be
inherent in every single thing...
FUNDAMENTALS OF
INBOUND SUCCESS.2
Use buyer personas. Know who you’re trying to reach - everything you do
must be tied back to your personas are.
Create rem...
Use buyer personas. Know who you’re trying to reach - everything you do
must be tied back to your personas are.
Create rem...
USE BUYER PERSONAS
Your buyer personas are who you’re trying to reach.
Instead trying to attract, convert, close, and delight all 3 billion p...
Semi-fictional representations of your ideal customer based on real data
and some select educated speculation about custome...
Personas help you create the right content.
The right content will most effectively attract your ideal visitors,
convert th...
Do research
HOW TO CREATE BUYER PERSONAS
1
2
3
Identify trends
Create persona profile stories
DO RESEARCH1
Buyer personas must be based off
of research, not assumptions.
FLICKR USER SEEMINGLEE
CONDUCTING
PERSONA RESEARCH
The questions to ask to develop
your buyer personas.
Persona Detail Sample question to Ask
Role What is your job role/role in life? Your title?
Company/Organization
What indus...
.	
  
Always focus on the ‘why’..
FLICKR USER E-MAGIC
Motives, not actions.	
  
WHO TO INTERVIEW
Your current customers, former customers, prospects and even your co-workers.
IDENTIFY TRENDS2
Bucket research findings.
FLICKR USER SHEEP R US
Patterns and similarities in
answers to persona research
questions indicat...
How much research does it take to create personas?
FLICKR USER DEMANDAI
As much as it takes to identify trends. Be on the ...
How many personas
should you have?
As many as needed, but if you feel
like you have too many, remember
to always focus on ...
CREATE PERSONA
PROFILE STORIES3
PERSONA NAMEBACKGROUND:
•  Basic details about persona’s role, key information about the persona’s company
•  Relevant bac...
BACKGROUND:
•  Head of HR, married with 2 children (10 and 8)
•  Worked at same company for 10 years; worked up from HR As...
It’s not enough to know just who you’re
trying to reach, you also have to know
what they want to see.
Use buyer personas. Know who you’re trying to reach - everything you do
must be tied back to your personas are.
Create rem...
USE THE BUYER’S JOURNEY
The Buyer’s Journey
The 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
THE BUYER’S JOURNEY
Use buyer personas. Know who you’re trying to reach - everything you do
must be tied back to your personas are.
Create rem...
CREATE REMARKABLE CONTENT
Content
 Context
Inbound Marketing = Content + Context
Your content is your marketing toolkit. Things like blogs,
interactive tools, photos/infographics, videos, and eBooks/
pre...
CONTEXT
Context is who you’re creating it for: you can’t just write any posts,
you have to write the right ones – those ta...
Use buyer personas. Know who you’re trying to reach - everything you do
must be tied back to your personas are.
Create rem...
LEVERAGE YOUR CONTENT.
It’s not enough to just
have great content.
You need to have a way
to get that content out
into the world.
Distribution makes content relevant.
LEVERAGING CONTENT
VIA DISTRIBUTION
The right distribution technique gets the right content in front of the right person a...
Use buyer personas. Know who you’re trying to reach - everything you do
must be tied back to your personas are.
Create rem...
WHAT EFFECTIVE
INBOUND STRATEGIES
LOOK LIKE.
3
INBOUND EXAMPLE:
WHO ARE P&G’S PERSONAS?
Multiple personas, multiple messages,
multiple sites.
1
2 3
1  Restaurant industry (business-to-bu...
P&G Corporate Homepage
The face of the brand and
their digital storefront.
Optimized to have the right
content and positio...
P&G’s business-to-consumer
persona: The Homemaker.
A mom who wants quality
products for her family and
home, but doesn’t w...
CONTENT TO ATTRACT
Awareness and Consideration stage content that helps P&G’s persona better
identify or understand her is...
CONTENT TO ATTRACT
Awareness and Consideration stage content that helps P&G’s persona better
identify or understand her is...
CONTENT TO CONVERT
Awareness and Consideration stage content that helps P&G’s persona better
identify her issues, explore ...
CONTENT TO CONVERT
Awareness and Consideration stage content that helps P&G’s persona better
identify her issues, explore ...
CONTENT TO CLOSE
Decision-stage content nurtures and closes P&G’s persona into a customer by
providing information and res...
CONTENT TO DELIGHT
P&G creates a great inbound experience for their current customers by creating
and providing content re...
KEY TAKEAWAYS
AND RESOURCES.4
KEY TAKEAWAYS
1  Inbound marketing is a fundamental shift in the way we do business.
2  Your buyer personas are who you’re...
RESOURCES
1  Why Inbound Matters: INBOUND13 opening video [video]
2  Buyer Persona Creation Template [downloadable templat...
Essentials of an Effective Inbound Strategy
Essentials of an Effective Inbound Strategy
Essentials of an Effective Inbound Strategy
Essentials of an Effective Inbound Strategy
Essentials of an Effective Inbound Strategy
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Essentials of an Effective Inbound Strategy

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Inbound isn't just a different way of doing marketing, it's a different way of doing business as a whole. Instead of the old interruptive tactics marketing and salespeople used to employ, inbound is about creating a business experience people actually like and want to be a part of. In this class, you'll learn what inbound is, explore the best practices that underlie any successful inbound strategy, and see examples of effective inbound strategies in action.

This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification

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  • Our agenda for the labs are very simple.We start out by talking about where forms fit in with the methodology – and then dive in to two examples that I have here – one b2b one b2cThen we will go throughsome examples of today’s atetndees – so if you have a link to a landing page to review – that would be helpful.
  • Then explain how outbound marketing interrupts her day. It’s kind of like that crazy uncle that shows up to Thanksgiving dinner every year – walking around with a huge ego and not caring about who he bothersOn the other hand, inbound marketing encourages people to join the conversation. It attracts people just like the smell of Mom’s pies when they come out of the oven. It’s the problem solving blog post that shows up near the top of the search engine. It’s the new purse she discovered on Pinterest or the product review she found on Facebook.http://twistedsifter.files.wordpress.com/2012/03/seal-photobombs-penguins.jpg
  • Traditional marketing: interruptive, on the marketer’s time. Cold calling, spam, etcInbound: customer-focused. Based on getting found and being helpful.But what does marketer-centric or customer-centric actually mean in real life? Let’s look at an example.
  • Was scanning through twitter feed and saw this great article...but couldn’t get to it because was interrupted by someone trying to get my attention by waving a screen in front of me and forcing me to watch the video, or leave. And guess what? I left. I bet a lot of you have done the same!
  • Was scanning through twitter feed and saw this great article...but couldn’t get to it because was interrupted by someone trying to get my attention by waving a screen in front of me and forcing me to watch the video, or leave. And guess what? I left. I bet a lot of you have done the same!
  • Was scanning through twitter feed and saw this great article...but couldn’t get to it because was interrupted by someone trying to get my attention by waving a screen in front of me and forcing me to watch the video, or leave. And guess what? I left. I bet a lot of you have done the same!
  • Was scanning through twitter feed and saw this great article...but couldn’t get to it because was interrupted by someone trying to get my attention by waving a screen in front of me and forcing me to watch the video, or leave. And guess what? I left. I bet a lot of you have done the same!
  • Let’s look at one more example of traditional marketing – this time, on youtube.I’m a big animal lover, so I was really excited when I saw this video. Clicked, expected to see...
  • But what I actually got was...
  • But what I actually got was...
  • INSERT VIDEO CLIP NEXT
  • So we can see – the traditional way of doing things is really conveinent for the marketer, because they can throw content in people’s faces whenever they want – even when those potential customers don’t want it. But it’s not such a great experience for the user – the potential customer. In fact, in both of those circumstances, i bet many people’s reactions would be like mine – to giveup on whatever i was trying to watch etc.Now let’s look at an example of what inbound marketing might look like.
  • What i searchedWhat I clicked
  • What i searchedWhat I clicked
  • Yes, free content, but also content that can convert a visitor into a lead.Not to mention, look at the date on this blog post! Two years ago! But still showing up at the top of google. That’s the power of being helpful and educational – google rewards you, your efforts pay themself off in visits, leads, customers, etc.
  • Yes, free content, but also content that can convert a visitor into a lead.Not to mention, look at the date on this blog post! Two years ago! But still showing up at the top of google. That’s the power of being helpful and educational – google rewards you, your efforts pay themself off in visits, leads, customers, etc.
  • Yes, free content, but also content that can convert a visitor into a lead.Not to mention, look at the date on this blog post! Two years ago! But still showing up at the top of google. That’s the power of being helpful and educational – google rewards you, your efforts pay themself off in visits, leads, customers, etc.
  • Yes, free content, but also content that can convert a visitor into a lead.Not to mention, look at the date on this blog post! Two years ago! But still showing up at the top of google. That’s the power of being helpful and educational – google rewards you, your efforts pay themself off in visits, leads, customers, etc.
  • And it’s not just hype – this stuff really works.Content Marketing Institute recently reported that 80% of business decision-makers prefer to get company information in a series of articles versus in an advertisement. The bottom line: We don’t want to be sold to, we want to be educated, and articles deliver the kind of information your prospects are seeking in order to make smart, well-informed decisions.
  • photo credit: <a href="http://www.flickr.com/photos/worldbank/5321246556/">World Bank Photo Collection</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • Inbound isn’t just about marketing, it’s an entirely different way to do business—marketing, sales, and otherwise.
  • The old way of doing things was outbound. this, is inbound.
  • Inbound is about creating a GOOD user expereince – one that people acutlaly like. MARKETING that people actually like. Because instead of interrupting what people are looking for and hoping to find out on the internet, doing whatever we can to wave our hands in front of theor faces and get their attention, with inbound, you can BE what they are looking for. Be what they want to consume.photo credit: <a href="http://www.flickr.com/photos/x1klima/10814245395/">x1klima</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nd/2.0/">cc</a>
  • Instead of interrupting people,inbound marketing encourages people to join the conversation. It attracts people just like the smell of Mom’s pies when they come out of the oven. It’s the problem solving blog post that shows up near the top of the search engine. It’s the new purse she discovered on Pinterest or the product review she found on Facebook.
  • But notice there’s an asterisk here
  • Because that content we create shouldn’t just attract anyone, it should attract the RIGHT people- our ideal customers. And when you offer up exactly what those ideal potential customers want to see, they’ll naturally flock to your website and be banging down your doors for more of it.photo credit: <a href="http://www.flickr.com/photos/dtburkett/7397972022/">Don Burkett</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • Inbound is about creating content, offering assistance, and educating potential buyers to to draw these people IN to our sites. (that’s why it’s called inbound, after all!)Wouldn’t it be nice if, instead of interrupting your potential customers with unexpected sales calls, spammy emails, banner ads, or pop up videos, your prospects just magically found their way to your site and into your contacts database on their own? Well that’s what inbound is about.photo credit: <a href="http://www.flickr.com/photos/hundreds/3231842747/">max_thinks_sees</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
  • In today’s world, buyers have all the power. Think about the process YOU went through last time you made a purchase! You didn’t just call up the salesperson asking to buy, you probably did some research, first! Figured out what the best options were for you, looked at some providers, maybe compared some prices. When you DID actually talk to the salesperson, you’d already gathered almost all the information you need to make your decisions – chances are, that salesperson was just the facilitator. But it didn’t used tobe like this. Salespeople used to be the gatekeepers of all that info. Not so today – now, as you KNOW, buyers have all the power. So instead of fighting that, join in and EMPOWER your potential customers to make the right decisions for themselves.
  • Even though inbound marketing isn’t marketer-centric, it’s still the marketers—and sales people—that will be executing those inbound strategies.So, we need something to show US, the marketers/salespeople, how to actually DO this customer-centric, people-centric inbound marketing.
  •  The full story of what inbound is all aboutFrom strangers to promoters
  •  Anything you do -- any piece of content you create, campaign you launch, or marketing action you undertake -- should be analyzed. To be a true inbound marketer (and a truly successful one!) you need to know what’s working, what’s not working, ways you can improve, and how to implement those solutions as efficiently as possible. So don’t be fooled: even though the new inbound marketing methodology doesn’t tell you to analyze, if you want to succeed, you need to be analyzing every single thing you do.Find another image here
  • Let’s look at some of the best practices...
  • Let’s look at some of the best practices...
  • Your inbound strategy is designed to attract visitors, convert them to leads, close them to customers, and even delight them. But you don’t want just ANY visitors, leads, customers, or promoters, you want the right ones. Those ideal customers we talked about a little bit earlier! These ideal customers are what’s known as buyer personas.Okay, so personas are a really important part of your business. Got it. But what are they really?photo credit: <a href="http://www.flickr.com/photos/differentview/3890050471/">dview.us</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-sa/2.0/">cc</a>
  • Buyer personas are semi-fictional characters that businesses CREATE, through research, analysis, and taking a close look at who’s already buying from them--to represent their ideal customers.
  • personas are who you’re creating your content for:  and once you’ve identified them, you’ll know exactly what content to create to attract the right visitors, convert them into leads, close those leads into customers and even delight them into promoters. effectively a, c, c, d the right prospects, you can’t just create any content, you need to create content that will appeal to the specific visitors you’re trying to attract. Your Buyer Persona is what you will use to figure out who these “right” visitors, leads, and customers are in the first place -- it’s the glue that holds every aspect of inbound marketing together.
  • So they’re a pret-ty big deal.
  • If any of those assumptions are inaccurate, your persona will be, too. Save yourself the trouble and research first!photo credit: <a href="http://www.flickr.com/photos/seeminglee/4556156477/">See-ming Lee 李思明 SML</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-sa/2.0/">cc</a>
  • So ... how do I actually make one?photo credit: <a href="http://www.flickr.com/photos/emagic/56206868/">e-magic</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nd/2.0/">cc</a>
  • Customers Your existing customer base is the perfect place to start with your interviews, because they've already purchased your product and engaged with your company. At least some of them are likely to exemplify your target persona(s).Reach out to both "good" and "bad" customers. Prospects, Referrals, Third-Party Networks 
  • Ask "Why?" The follow up question to pretty much every question in the above list is "Why?" Through these interviews, you're trying to understand your customer's or potential customer's goals, behaviors, and what drives them. People are not always great at reflecting on their own behaviors to tell you what drives them at their core. You don't care that they measure the number of hits to their website, for example. What you care about is that they measure this because they need a number they control to show their boss they're doing a good job. photo credit: <a href="http://www.flickr.com/photos/hellamike81/4591733615/">mikerastiello</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • Once you’ve started to do persona research, asked those questions, and talked to a few people, it’s time to start looking for trends.
  • photo credit: <a href="http://www.flickr.com/photos/sheeprus/4551642374/">Sheep"R"Us</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • photo credit: <a href="http://www.flickr.com/photos/demandaj/9363879949/">demandaj</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • TEMPLATE IN RESOURCE SECTION
  • Instead of talking about top, middle, or bottom of the funnel, The BJ is made up of 3 steps, or stages: the awareness stage, the consideration stage, and the decision stage that portray the experiences your potential customers go through.READ Every single one of you has a buyer’s journey—its simply the mental journey someone goes through starting with when they first have a problem or are in need of a service like yours all the way to when they are actually one of your customers or clients. Before we go any further, though, let’s look at what an example of this process might look like:
  • Instead of talking about top, middle, or bottom of the funnel, The BJ is made up of 3 steps, or stages: the awareness stage, the consideration stage, and the decision stage that portray the experiences your potential customers go through.READ Every single one of you has a buyer’s journey—its simply the mental journey someone goes through starting with when they first have a problem or are in need of a service like yours all the way to when they are actually one of your customers or clients. Before we go any further, though, let’s look at what an example of this process might look like:
  • Instead of talking about top, middle, or bottom of the funnel, The BJ is made up of 3 steps, or stages: the awareness stage, the consideration stage, and the decision stage that portray the experiences your potential customers go through.READ Every single one of you has a buyer’s journey—its simply the mental journey someone goes through starting with when they first have a problem or are in need of a service like yours all the way to when they are actually one of your customers or clients. Before we go any further, though, let’s look at what an example of this process might look like:
  • The content assets listed in the 'Awareness' stage are appropriate for that stage of the buying cycle because they help educate your lead -- not on your solution, but on their need. 
  • EXAMPLE
  • photo credit: <a href="http://www.flickr.com/photos/dipster1/1403240351/">David I Poole</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc-nd/2.0/">cc</a>
  • Use icons herephoto credit: <a href="http://www.flickr.com/photos/cindeesniderre/8557949755/">Cindee Snider Re</a> via <a href="http://photopin.com">photopin</a> <a href="http://creativecommons.org/licenses/by-nc/2.0/">cc</a>
  • Content Level – Lists: Comparative
  • From a look at the homepage, what do you think is their main persona from those 3 we just looked at?
  • Show montage of photos from p&g site
  • Awareness stage content works well to delight customers with additional offers, consideration content to help them learn more about it and determine if they actually need a solution like this, and decision to help “upsell.”
  • So this is the opening video for our inbound conference in 2013, but it’s a fantastic overview of why inbound matters. It’ll give you chills.
  • Essentials of an Effective Inbound Strategy

    1. 1. THE ESSENTIALS OF AN EFFECTIVE INBOUND STRATEGY. Inbound Certification Class #1
    2. 2. 1  Why inbound? 2  Fundamentals of inbound success 3  What effective inbound strategies looks like 4  Key takeaways and resources AGENDA
    3. 3. WHY INBOUND?1
    4. 4. Remember when your mom used to tell you as a child that “it’s inconsiderate and rude to interrupt someone?” TWISTEDSIFTER.FILES.WORDPRESS.COM
    5. 5. That’s what traditional marketing & sales were all about.
    6. 6. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL
    7. 7. What I clicked:
    8. 8. What I clicked: What I wanted:
    9. 9. What I clicked: What I wanted: What I got:
    10. 10. What I clicked: What I wanted: What I got:
    11. 11. What I clicked:
    12. 12. What I wanted: What I clicked:
    13. 13. What I got… What I wanted: What I clicked:
    14. 14. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric INBOUND vs. TRADITIONAL
    15. 15. What I clicked:
    16. 16. What I clicked: What I wanted:
    17. 17. What I got:
    18. 18. What I got:
    19. 19. What I got:
    20. 20. What I got:
    21. 21. of business decision-makers prefer to get company information in a series of articles versus an advertisement. 80%
    22. 22. So what is inbound all about? FLICKR USER WORLDBANK
    23. 23. vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric THEN: TRADITIONAL SEO Blogging Attraction Customer - Centric vs. NOW: INBOUND
    24. 24. Don’t interrupt what people want to consume, be what they want to consume. FLICKR USER X1KLIMA
    25. 25. Inbound is about being a part of the conversation. Inbound is about being a part of the conversation.
    26. 26. Being part of that conversation means sharing helpful, relevant content with the world*.
    27. 27. By creating content specifically designed to appeal to your ideal customers, your best prospects will come to you. FLICKR USER DON BURKETT
    28. 28. That content acts as a magnet, or beacon, to capture your prospects’ attention so your potential customers come to you. That’s why it’s called ‘inbound,’ after all! FLICKR USER MAX THINKS SEES
    29. 29. 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.
    30. 30. So how do we actually do inbound?
    31. 31. What that looks like is this: The Inbound Methodology
    32. 32. What you don’t see written in the methodology is “Analyze.” Why? Because analysis should be inherent in every single thing you do with your inbound strategy.
    33. 33. FUNDAMENTALS OF INBOUND SUCCESS.2
    34. 34. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
    35. 35. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
    36. 36. USE BUYER PERSONAS
    37. 37. Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters.
    38. 38. 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
    39. 39. Personas help you create the right content. The right content will most effectively attract your ideal visitors, convert them into leads, and close them into customers. Content to attract visitors Content to close customersContent to convert leads FLICKR USER INPRAISEOFSARDINES
    40. 40. Do research HOW TO CREATE BUYER PERSONAS 1 2 3 Identify trends Create persona profile stories
    41. 41. DO RESEARCH1
    42. 42. Buyer personas must be based off of research, not assumptions. FLICKR USER SEEMINGLEE
    43. 43. CONDUCTING PERSONA RESEARCH The questions to ask to develop your buyer personas.
    44. 44. Persona Detail Sample question to Ask Role What is your job role/role in life? Your title? Company/Organization What industry or industries does your company work/is your role in? Goals What are you working to accomplish? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? Personal Background How old are you? Shopping Preferences Do you use the internet to research vendors or products? SAMPLE PERSONA RESEARCH QUESTIONS
    45. 45. .   Always focus on the ‘why’.. FLICKR USER E-MAGIC Motives, not actions.  
    46. 46. WHO TO INTERVIEW Your current customers, former customers, prospects and even your co-workers.
    47. 47. IDENTIFY TRENDS2
    48. 48. Bucket research findings. FLICKR USER SHEEP R US Patterns and similarities in answers to persona research questions indicate who your personas really are.
    49. 49. How much research does it take to create personas? FLICKR USER DEMANDAI As much as it takes to identify trends. Be on the lookout for commonalities and similarities between the types of answers you're getting.
    50. 50. How many personas should you have? As many as needed, but if you feel like you have too many, remember to always focus on why.
    51. 51. CREATE PERSONA PROFILE STORIES3
    52. 52. PERSONA NAMEBACKGROUND: •  Basic details about persona’s role, key information about the persona’s company •  Relevant background info DEMOGRAPHICS: •  Gender, age range, HH Income (consider a spouse’s income, if relevant) IDENTIFIERS: •  Buzz words & mannerisms GOALS: •  Persona’s primary & secondary goal CHALLENGES: •  Primary and secondary challenge to persona’s success HOW WE HELP: •  How you solve your persona’s challenges & help achieve their goals   COMMON OBJECTIONS: •  ID the most common objections your persona will raise during the sales process REAL QUOTES: •  Include a few real quotes (taken during interviews) that well represent your persona to make it easier employees to relate to/understand to them.
    53. 53. BACKGROUND: •  Head of HR, married with 2 children (10 and 8) •  Worked at same company for 10 years; worked up from HR Associate DEMOGRAPHICS: •  Skews female, age 30-45, suburban, dual HH Income: $140,000 IDENTIFIERS: •  Calm demeanor, usually assistant screening calls, wants collateral mailed/printed GOALS: •  Keep employees happy and turnover low, support legal and finance teams CHALLENGES: •  Getting everything done with a small staff, rolling out changes to the entire company HOW WE HELP: •  Make it easy to manage all employee data in one place •  Integrate with legal and finance systems COMMON OBJECTIONS: •  Worried will lose data moving to a new system, doesn’t want to have to train the entire company on it. REAL QUOTES: •  “It’s been difficult getting company-wide adoption of new technologies in the past.” •  “I’ve had to deal with so many painful integrations with other departments’ databases and software.” SAMPLE SALLY
    54. 54. It’s not enough to know just who you’re trying to reach, you also have to know what they want to see.
    55. 55. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
    56. 56. USE THE BUYER’S JOURNEY
    57. 57. The Buyer’s Journey The active research process someone goes through leading up to making a purchase.
    58. 58. THE BUYER’S JOURNEY
    59. 59. THE BUYER’S JOURNEY
    60. 60. THE BUYER’S JOURNEY
    61. 61. THE BUYER’S JOURNEY
    62. 62. THE BUYER’S JOURNEY
    63. 63. THE BUYER’S JOURNEY
    64. 64. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
    65. 65. CREATE REMARKABLE CONTENT
    66. 66. Content Context Inbound Marketing = Content + Context
    67. 67. 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
    68. 68. CONTEXT Context 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
    69. 69. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
    70. 70. LEVERAGE YOUR CONTENT.
    71. 71. It’s not enough to just have great content. You need to have a way to get that content out into the world.
    72. 72. Distribution makes content relevant.
    73. 73. LEVERAGING CONTENT VIA DISTRIBUTION The right distribution technique gets the right content in front of the right person at the right time. Landing pages Calls-to- action Business blog Website pages Social media Marketing emails
    74. 74. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
    75. 75. WHAT EFFECTIVE INBOUND STRATEGIES LOOK LIKE. 3
    76. 76. INBOUND EXAMPLE:
    77. 77. WHO ARE P&G’S PERSONAS? Multiple personas, multiple messages, multiple sites. 1 2 3 1  Restaurant industry (business-to-business) 2  Homemaker (business-to-consumer) 3  Hospitality industry (business-to-business)
    78. 78. P&G Corporate Homepage The face of the brand and their digital storefront. Optimized to have the right content and positioning to attract their ideal buyers.
    79. 79. P&G’s business-to-consumer persona: The Homemaker. A mom who wants quality products for her family and home, but doesn’t want to spend a fortune on them.
    80. 80. CONTENT TO ATTRACT Awareness and Consideration stage content that helps P&G’s persona better identify or understand her issues works to attract her to their site. AWARENESS STAGE Provides persona general tips on her issue: keeping the home clean for her family. CONSIDERATION STAGE Persona can learn more about the specifics of her problem: here, doing the dishes.
    81. 81. CONTENT TO ATTRACT Awareness and Consideration stage content that helps P&G’s persona better identify or understand her issues works to attract her to their site. AWARENESS STAGE Provides persona general tips on her issue: keeping the home clean for her family. CONSIDERATION STAGE Persona can learn more about the specifics of her problem: here, doing the dishes. How should this content get distributed?
    82. 82. CONTENT TO CONVERT Awareness and Consideration stage content that helps P&G’s persona better identify her issues, explore them in more detail, and convert into a lead. AWARENESS STAGE Persona can download tip sheet with general organization ideas and convert into a lead. CONSIDERATION STAGE Persona can download 5-step guide to learn about the specifics of a particular element of her problem.
    83. 83. CONTENT TO CONVERT Awareness and Consideration stage content that helps P&G’s persona better identify her issues, explore them in more detail, and convert into a lead. AWARENESS STAGE Persona can download tip sheet with general organization ideas and convert into a lead. CONSIDERATION STAGE Persona can download 5-step guide to learn about the specifics of a particular element of her problem. How should this content get distributed?
    84. 84. CONTENT TO CLOSE Decision-stage content nurtures and closes P&G’s persona into a customer by providing information and resources that help her choose a brand/provider. DECISION STAGE Coupons for a product or closely related products can help P&G’s persona make the decision to go with one of their brands. DECISION STAGE Product reviews can provide P&G’s persona with the information necessary to make a brand decision.
    85. 85. CONTENT TO DELIGHT P&G creates a great inbound experience for their current customers by creating and providing content relevant to them, too. What stage of the buyer’s journey do you think this falls into? Any stage, depending on what P&G would like to happen.
    86. 86. KEY TAKEAWAYS AND RESOURCES.4
    87. 87. KEY TAKEAWAYS 1  Inbound marketing is a fundamental shift in the way we do business. 2  Your buyer personas are who you’re trying to attract, convert, close, and delight. 3  Personas must be based on research. 4  The buyer’s journey is the active research process a buyer goes through leading up to making a purchase. 5  Successful inbound strategies must take personas and the buyer’s journey into consideration. 6  Make sure the right people get the right message via your distribution.
    88. 88. RESOURCES 1  Why Inbound Matters: INBOUND13 opening video [video] 2  Buyer Persona Creation Template [downloadable template] 3  The Buyer’s Journey: The Marketing Funnel, Evolved [webinar series] 4  45 Terms Every Inbound Marketer Should Know [blog post]
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