How to Create Marketing Offers Your Prospects Will Love

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By Maggie Georgieva, Associate Product Manager, HubSpot, at the edSocialMedia Summit.

Published in: Business, Technology
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How to Create Marketing Offers Your Prospects Will Love

  1. 1. How to CreateMarketing OffersYour ProspectsWill Love
  2. 2. #inbound12MAGGIEGEORGIEVA@mgieva
  3. 3. #inbound12marketing
  4. 4. #inbound12marketinguniverse
  5. 5. #inbound12marketingoffer
  6. 6. #inbound12OFFERblogcalls-to-actionsocialadsemailkeywords
  7. 7. Target Specific PersonasCreate Marketing Content Based on DataBuild the Rest of the Universe123Steps to Creating Lovable Marketing Offers:
  8. 8. TARGET SPECIFICPERSONASFictional characters torepresent your targetbuyer segments
  9. 9. BEHAVIORRole(s), Goal(s), Challenge(s)
  10. 10. DEMOGRAPHICSAge, Income, Education
  11. 11. Students Parents EducatorsE.g., in an educational institution…
  12. 12. StudentsAnd you can break it down more…ROLESLearnerGame playerSocial butterfly
  13. 13. StudentsAnd you can break it down more…ROLESLearnerGame playerSocial butterflyGOALSExcel at schoolHave funMake friends
  14. 14. StudentsAnd you can break it down more…ROLESLearnerGame playerSocial butterflyGOALSExcel at schoolHave funMake friendsCHALLENGESNeed 1:1 tutoringAccess to facilitiesIsolated neighborhood
  15. 15. Yet…
  16. 16. of business technology marketers40%
  17. 17. of business technology marketers40%of software marketers22%
  18. 18. of business technology marketers40%of software marketers22%of services companies19%use personasPatterson, 2007
  19. 19. Develop Your Marketing PersonasStart Segmenting Early on12Create Content Aligned with Your Personas3Getting Started with Persona-based Marketing
  20. 20. CREATE MARKETINGCONTENT BASEDON DATA“In God we trust; allothers must bring data.”
  21. 21. Blog analytics
  22. 22. SPOT A PATTERN:Top blog posts are aboutvisual content & Facebook
  23. 23. Use this intelligenceto produce an offer
  24. 24. Landing Page analytics
  25. 25. SPOT A PATTERN:Landing pages with ebooksconvert at the highest rate.
  26. 26. The format of youroffers matter
  27. 27. Email marketing analytics
  28. 28. SPOT A PATTERN:Our audience is interested inbrand new topics likePinterest and Google+.
  29. 29. Hop on industrynews fast
  30. 30. What if you don’thave much data? ?
  31. 31. Check other sources of data
  32. 32. BUILD THE RESTOF THE UNIVERSEGive your offer theattention it deserves
  33. 33. OFFER
  34. 34. OFFERblog
  35. 35. OFFERblogadskeywords
  36. 36. OFFERblogadskeywordssocialemail
  37. 37. OFFERblogadskeywordssocialemailcalls-to-action
  38. 38. #inbound12OFFERblogcalls-to-actionsocialadsemailkeywords
  39. 39. What if thingsgo wrong? ?
  40. 40. Did you target the right audience?Is your offer compelling enough?Are you not sending enough traffic to it????Ask yourself these questions…
  41. 41. THANKYOU.

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