5 Tools for Boring Industry Marketers Dan Moyle at INBOUND14
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Get over yourself. Your industry isn't boring to your leads and prospects. In other words, your buyer persona. That's one tool. Boom. See the other 4 tools to help take your marketing in that boring industry to the next level. Remember: Helpful is the new sexy. This is the slide deck from Dan Moyle's INBOUND14 presentation.
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5 Tools for Boring Industry Marketers Dan Moyle at INBOUND14
- 1. #INBOUND1 4 5 TOOLS FOR “BORING INDUSTRY” MARKETERS Your content isn’t boring Dan Moyle Creative Director of Marketing, AmeriFirst Home Mortgage
- 2. 1 WHY YOUR INDUSTRY ISN’T BORING 2 5 TOOLS
- 3. DAN MOYLE @danmoyle TV news producer Writer/storyteller Inbound Marketing Evangelist Non-profit: Honor Flight
- 4. #INBOUND14 GET OVER YOURSELF: YOUR INDUSTRY ISN’T BORING
- 5. #INBOUND14 1 WARM LEADS 2 RELEVANT CONTENT 3 PERIPHERAL CONTENT 4 THE PROOF
- 6. “INBOUND” COSTS 61% LESS PER LEAD #INBOUND14 Source: HubSpot
- 7. #INBOUND14 Warm Leads 1 ONLINE SEARCH (search queries daily) 2 SHARING PROBLEMS SOCIALLY (Twitter whining) 3 LOOKING FOR ANSWERS – GIVE THEM!
- 8. #INBOUND14 RELEVANT CONTENT SOLVE THE PROBLEM • Articles • Guides • Videos • Infographics KNOW YOUR BUYER PERSONA
- 9. #INBOUND14 PERIPHERAL CONTENT • What other related problems do your buyer personas face? • Mortgages: All about the home • Move your persona through the inbound cycle
- 10. #INBOUND14 THE PROOF: FHA 203k
- 12. #INBOUND14 HELPFUL IS THE NEW SEXY
- 13. #INBOUND14 2 5 TOOLS FOR YOUR BORING INDUSTRY MARKETING
- 14. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 1: BUYER PERSONAS • More than a demographic • Make it a narrative • Share with the team • Structure content
- 15. #INBOUND14 BUYER PERSONAS HUBSPOT PERSONA WIZARD: TIE YOUR PERSONAS TO YOUR CONTENT
- 16. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 2: 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
- 17. #INBOUND14 Blog purposefully: CTAs & Landing Pages
- 18. #INBOUND14 7x Companies with 30+ landing pages generate 7x more leads than companies with less than 10 landing pages http://www.hubspot.com/marketing-statistics
- 19. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 3: 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”
- 20. #INBOUND14 EMAIL METRICS Click rates: helpful email Open rates: vanity metric
- 21. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 4: SOCIAL MEDIA • Answer questions • Solve problems • Share success stories • Don’t spam (don’t shout) • Don’t “Always Be Closing”
- 22. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 5: 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
- 23. #INBOUND14 BORING INDUSTRY MARKETING TOOLS The AmeriFirst Production Studio
- 24. HELPFUL & CONCISE #INBOUND14 Be helpful. Go for concise. Have personality. 2,000+ views Audience retention: 60% stay through :50
- 25. screw sexy. be helpful. #INBOUND14 INBOUND13:
- 26. #INBOUND14 HELPFUL IS THE NEW SEXY
- 28. #INBOUND14 THANK YOU! @danmoyle @amerifirst
Editor's Notes
- Bio slide
- Content Level – Image Text Orientation 3