The Art of Marketing Personas

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Marketing personas are the starting point of planning inbound marketing. Inbound specialist Richard Strange explains how to get started and gives the toolkit you need to achieve great marketing personas

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The Art of Marketing Personas

  1. 1. hosted by The fully-certified Hubspot Gold Partner
  2. 2. RICHARD STRANGE
  3. 3. Situation •  •  •  •  •  •  •  •  Living life at the coal face Often Late in the buying cycle Branded Keywords are tough Overshadowed by the vendor in results Selling identical products Leads are location led: UK/regional/local Dominance of sales not marketing Co-marketing is a challenge
  4. 4. TRUST CURVE product research stage hard to diff – it’s down to prices and offers
  5. 5. START •  •  •  •  Personas Differentiate Personality Demonstrate your Service, Experience and Sectors
  6. 6. Content •  •  •  •  •  •  •  •  •  •  •  •  YouTube - transcripts Optimise pages on solutions Get decks and pdfs Rewrite Reformat, rename, re-brand Images – rename long tail Look in Sales’ emails Webinars – again get vendor Get vendor to guest blog Case studies LinkedIn discussions, vendor portals Put out lots of help and service content - + customer services •  •  •  Original content Reviews – you’re at the coal-face Vendor has: –  –  –  –  •  •  •  •  •  •  product managers channel managers territory managers vertical and bus transformation No follow links to the vendor Simplify blogs for the real people and their bosses – make it easy to say yes Get your badges on show Be the most talked about Follow the vendor’s calendar seed content early for upcoming events and exhibitions
  7. 7. Reformat and Repurpose Content Vendor website YouTube - transcripts Optimise pages on solutions Get decks and pdfs Questions in vendor webinars Rewrite, reformat, rename, rebrand •  Images – rename long tail •  Case studies •  Put out lots of help and service content - + customer services •  •  •  •  •  •  •  No follow links to the vendor •  Simplify blogs for the real people and their bosses – make it easy to say yes •  Get your badges on show •  Be the most talked about •  Follow the vendor’s calendar
  8. 8. Original Sources •  Look in Sales’ & Service emails •  Collaborate with Vendor –  –  –  –  product managers channel managers territory managers vertical and bus transformation Webinars – again get vendor Get vendor-people to guest blog Case studies LinkedIn discussions, vendor portals •  Put out lots of help and service content - + customer services •  •  •  •  •  Reviews – you’re at the coalface –  X vs Y •  LinkedIn discussions, vendor portals •  Follow the vendor’s calendar •  Seed content early for upcoming events and exhibitions •  Hire Industry Bloggers and Trade Mag Journos/Editors
  9. 9. SEO and keywords •  Google page #1 –  –  –  –  •  •  •  •  wiki youtube vendor product url Go long, go solutions, go problems Understand Hummingbird No follow link exchanges Bag the product name URL?
  10. 10. Progressive •  Use forms to gather intelligence –  for sales –  for marketing •  Use TYPs •  Ask in email – what to do you want from us?
  11. 11. PAID MEDIA •  •  •  •  •  •  Be selective on PPC Branded keywords – quality score Consider social media advertising Content CTAs in trade email newsletters Mini events – have a content agenda – ask Consider sponsorship – for content and building family
  12. 12. PERSONALISE •  by industry •  product •  content on the page
  13. 13. Lead Nurture •  Qualify and learn •  Use it to show off your customer service •  Don’t jump in too fast •  Use it to show how simple it is working with you •  Show them how you’re different
  14. 14. Social Media •  •  •  •  •  Groups Twitter – your new PR wire – feed them Where your customers are Twitter – follow the vendor Leverage your whole company
  15. 15. BE INBOUND •  •  •  •  Transform your organisation Whole of company Whole of channel and customer chain Be helpful, useful and interesting
  16. 16. Analytics •  For ROI and co-marketing – measure •  ROI at marketing ‘event’ level •  Better qualified sales leads
  17. 17. hosted by The fully-certified Hubspot Gold Partner

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