IMPACT OF TOTAL PUBLISHEDBLOG POSTS ON INBOUND LEADS.
INBOUND MARKETING= CONTENT +CONTEXT.
CONTEXT IS PERSONAL.
NOT ONE SIZE FITS ALL.
CONTEXT IS PERSONAL,NOT ONE SIZE FITS ALL.
CONTEXT MARKETING W/HUBSPOT.Complete 360° Segmented & Dynamic PersonalizedView of Contacts Personalized Email Website Calls to Action
Let’s Discuss your ……Inbound Marketing Super Powers
KNOW YOUR BUYER11 BUYER PERSONAS PERSONAS
Buyer Personas Building Buyer White Personas tell us who we are creating content for and why they will buy from us.#inbound12
What is a Buyer Persona?
What is a Buyer Persona? Semi- fictional representations of your idealcustomer based on real data and some select educated speculation about customerdemographics, behavior patterns, motivations, and goals.
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 awarenessChallenges: Loves HubSpot because:• Too much to do • Easy to use tools that make her life• Not sure how to get there easier• Marketing tool and channel mess • Learn inbound marketing best practices • Easier reporting to sales and CEO
Buyer Personas ARE… Common behavior patterns
Buyer Personas ARE … Shared pain points
Buyer Personas ARE …Universal goals, wishes, dreams
Buyer Personas ARE …General demographic and biographic information
Buyer Personas ARE … Not just fluff!
Your Inbound Marketing Strategy should be tailored for your buyer personas@Searchbrat
HOW TO HOW TO2 2 RESEARCH RESEARCH BUYER BUYER PERSONAS PERSONAS
Researching Your1 Personas: Know What To Ask.
Persona Profile Checklist
Researching Your2 Personas: Know Who To Ask.
Interview current customers
Research your customers
Form fields Wow! Cool! Woah! Good to know! Yes!Great! Awesome!
Talk to sales The biggest problem our prospects have is…
Create Create Marketing Marketing33 Assets Assets
Your Marketing team should be creating assets that add real value to your business@Searchbrat
HOW DO YOU DEFINE AMARKETING ASSET? increase Social generates in web PR Inbound traffic links generates creates leads sales
ASSETS CAN BE BIG
THEY CAN REALLY IMPACT GROWTH Free Interactive Tool 4 million users Great PR coverage 500,000+ opt-in emails
They educateand talk to yourcustomers pain points
TAILORED FOR BUYER PERSONAS Attract Convert Close Delight Strangers Visitors Leads Customers PromotersEnterprise Erin Owner Ollie