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HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound Campaign
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HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound Campaign

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How do you set up a complete inbound campaign? ...

How do you set up a complete inbound campaign?

Check the Paris HUG blog for more information: http://paris.hubspotusergroups.com/inboundmarketing/inbound-marketing-campaign-workshop-april-2014

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    HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound Campaign HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound Campaign Presentation Transcript

    • Nikita Smits – Senior Channel Consultant
    • Nikita Smits – Senior Channel Consultant
    • 1 What is a campaign? 2 Where to start? 3 Your offer 4 Promotion 5 Measure
    • 1 What is an Inbound Campaign?
    • When Marketers say “campaign” they usually mean one of a few things... • An automated drip email campaign. • An ad campaign, like a print ad, commercial, etc. • A Salesforce campaign (a list of people.)
    • What campaigns are you currently running?
    • What we actually mean.. A strategy that aligns a set of assets and marketing channels around a prospect or event in order to achieve a particular goal.
    • They include: Solution: An Inbound Campaign
    • What makes an inbound campaign different? • Starts with the customer in mind. • Uses integrated, multi-channel tools for multiple touch-points that connect all your efforts. • Results based on leads / customers – NOT just clicks.
    • What are examples of inbound campaigns? • New product launch. • Conference or event. • An offer, ebook, or webinar.
    • 2 Where to start
    • IT ALL COMES BACK TO BUYER PERSONAS!
    • #inbound12 White Buyer Personas Building Buyer Personas tell us who we are creating content for and why they will buy from us.
    • What is a Buyer Persona?
    • Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. What is a Buyer Persona?
    • Fictional characters that represent your DREAM customers Buyer Personas ARE
    • 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 awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
    • Persona Name BACKGROUND: DEMOGRAPHICS: IDENTIFIERS: GOALS: CHALLENGES: HOW WE HELP:
    • How do we gather that information?
    • • Interview customers • Ask open ended questions • Ask questions on Social Media
    • 1 How many persona’s do you have? 2 How often do you rethink their challenges? 3 Can everyone in your business describe them?
    • 3 Your Offers
    • Relevance and value!
    • WHAT IS A KEYWORD? PERSPECTIVE: Consumer/ Prospect Once we know what they want, let’s give it to them
    • Do you use a content calendar?
    • Recycle Curated Created CoMarket Resources Required Expected Results Your Content Types
    • Curated: less effort
    • Recycle! Multiple posts & Formats
    • Created: Most viewed blog post of all time
    • Co-Marketing is great for net new contacts
    • • Your website as a digital collage or mix tape. • Express yourself through sharing fresh content with your followers Other People’s Content
    • Where to source? • Goodreads - Quotations • LinkedIn Pulse - Aggregator • Flipboard - Aggregator • Alltop.com – Trending content • Feedly.com – Your own library Other People’s Content
    • Industry specific sites networking • Avvo for lawyers • Dribble for designers • The Engineering Exchange for Engineers • CIOzone for CIOs • Quora is our favorite catch-all • Get to Wikipedia for a list of all of them Other People’s Content
    • Content Calendar
    • 4 Promotion
    • Promotion should feed into your inbound efforts by promoting every piece of content. Think of it as the thread that ties your campaign together.
    • “If you spend 10 hours developing a piece of content, you should spend at least 10 hours promoting it.” @Searchbrat
    • Where do you promote your offers?
    • • Link to LP’s for conversion • More visibility – thought leadership • Delight customers by responding timely to their remarks • Good content creates evangelists
    • Segmented emails get more clicks than email blasts. Source: Marketing Sherpa 50%
    • • Segment your database on previous behavior • Re-use related offers • Amazon style recommendations on thank you pages • Consistent branding • Use personalisation Email Best Practice
    • Create Content That Closes Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
    • What To Segment On? • Persona • Age • Job title • Gender • Seniority • Lifecycle stage • Company • Organization type • Industry • Past purchases • Products • Size • Behavior • Pages visited • Purchase cycle • Number of conversions
    • • Posts • Jobs • Survey • Week’s • E-Newsletter • Issue • Digest • Bulletin • Edition • Giveaway • Tips • Video • News • Monthly • Headlines • Latest • Updates
    • Blogs convert.
    • Companies that blog convert 70% more leads than those that don’t blog.
    • • Multiple posts around one offer • Optimize old posts with new CTA • Align your offers with your persona’s • Align your offers with your buyers journey Blogging Best Practice
    • Create Content That Attracts Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
    • Create Content That Converts Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
    • WHAT IS A KEYWORD? Social Media should tie in with all the rest of your marketing efforts!
    • • Early access for influencers • 70% of new leads find us organically through old offers • Use Amazon style related offers • Use your keywords • Consistent branding Social Media Best Practice
    • Create Content That Delights Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
    • The Possible Eyeballs You Can Generate
    • 5 Measure
    • Are you aligned with sales?
    • • Revenue goals • How many Marketing Qualified Leads? • How many Sales Qualified Leads? • What is the current close rate? • Response time to customer questions? • How to respond to complaints? • Social Engagement • How many likes/ Clicks Service Level Agreement
    • WHAT IS A KEYWORD ? How did you do?
    • How did you perform on different parts of your campaign?
    • QUESTIONS?