Inbound Marketing Fundamentals for Success

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This was a presentation given to a HubSpot user group around inbound marketing fundamentals.

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  • Inbound Marketing Fundamentals for Success

    1. 1. Welcome to DFW #InboundMarketingWeek! Powered by: HubSpot Thinkhandy
    2. 2. Welcome Founder of Martin House Brewing Company, David Wedemeier
    3. 3. THE ESSENTIALS OF AN EFFECTIVE INBOUND STRATEGY.
    4. 4. Sarah Bedrick @sbedrick Program Leader, Introductory Content at HubSpot Academy
    5. 5. GUESS WHAT?
    6. 6. IT’S INBOUND MARKETING WEEK!
    7. 7. IT’S INBOUND MARKETING WEEK! • 60 events happening globally • Hashtag on Twitter is #InboundMarketingWeek (let’s show them how #DFWInbound does business) • Everybody here gets 30% off Inbound 2014 tickets! Come see me for details!
    8. 8. AGENDA 1 What is inbound marketing 2 Why fundamentals? 3 Fundamentals of inbound success
    9. 9. 1 WHAT IS INBOUND MARKETING?
    10. 10. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL vs
    11. 11. MARKETERS HAVE A lovability PROBLEM. Car Salesman Lobbyists Marketers Less Lovable More Lovable
    12. 12. of business decision-makers prefer to get company information in a series of articles versus in an advertisement. 80% #InboundMarketingWeek
    13. 13. A FUNDAMENTAL SHIFT IN THE WAY PEOPLE LIVE, CONSUME, SHARE & CONNECT HAS OCCURED.
    14. 14. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL vs WE NEED TO ADAPT!
    15. 15. Let’s poll the audience, how would you find… The best sushi restaurant in Boston, MA Best practices for business blogging How to dye your hair white
    16. 16. 151 billion searches done per month online.
    17. 17. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric Blogging Offers Helpful emails Customer - Centric INBOUNDTRADITIONAL vs
    18. 18. So does inbound look like in practice?
    19. 19. What I clicked:
    20. 20. What I clicked: What I wanted:
    21. 21. What I got:
    22. 22. What I got:
    23. 23. What I got:
    24. 24. What I got:
    25. 25. Inbound is a fundamental shift in the way we do business.
    26. 26. INBOUND MARKETING IS A FUNDAMENTAL SHIFT IN THE WAY WE CONNECT WITH PROSPECTIVE CUSTOMERS.
    27. 27. Information empowers people with the means to make their own choices. Because even if you don’t, they’re still going to make those choices anyway – and probably won’t think of your organization when doing so.
    28. 28. Marketing people love. Inbound
    29. 29. So how do we actually do inbound?
    30. 30. What that looks like is this: The Inbound Methodology
    31. 31. WHY BOTHER WITH FUNDAMENTALS.2
    32. 32. But wait, what are some fundamentals?
    33. 33. Getting this right takes an understanding of each buyer persona and their typical path to purchase. This can help you to identify which keywords to use, and when – along with the type of content you should share and when. What is it?
    34. 34. FUNDAMENTALS OF INBOUND SUCCESS: The Buyer’s Journey
    35. 35. Inbound marketers who are doing the work but still aren’t seeing success, 9 out of 10 times, we find that it’s because they don’t have these… What is it?
    36. 36. Buyer Personas FUNDAMENTALS OF INBOUND SUCCESS:
    37. 37. If doing this isn’t made a priority, it will be almost impossible to gain any value from inbound marketing or the HubSpot software. What is it?
    38. 38. FUNDAMENTALS OF INBOUND SUCCESS: Content
    39. 39. Buyer Personas FUNDAMENTALS OF INBOUND SUCCESS: 1 2 3 The Buyer’s Journey Content
    40. 40. Nobody was talking about this stuff 3 years ago.
    41. 41. MARCUS SHERIDAN. • Owned a failing pool company. • Bought in to inbound marketing as a last ditch resort. • Created content, upon content, upon content.
    42. 42. #InboundMarketingWeek
    43. 43. If you remember anything from today, let it be that a strong foundation is necessary.
    44. 44. FUNDAMENTALS OF INBOUND SUCCESS.3
    45. 45. Buyer Personas FUNDAMENTALS OF INBOUND SUCCESS: 1 2 3 The Buyer’s Journey Content
    46. 46. BUYER PERSONAS1
    47. 47. Your buyer personas are who you’re trying to reach. Instead of trying to attract, convert, close & delight all 3 billion people on the Internet, focus on the ones who will potentially buy.
    48. 48. Don’t just attract anybody to your website, create the right content that will appeal to the right visitors you’re trying to attract.
    49. 49. Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS
    50. 50. Every marketing activity that you take, moving forward must tie back to your buyer personas. #InboundMarketingWeek
    51. 51. TOP BUYER PERSONA QUESTIONS • Do they apply to my business model? • Do I have to do the research? • How many should I have?
    52. 52. So, what do these buyer personas look like exactly?
    53. 53. However you shape or outline your buyer personas is up to you! Meet Sam.
    54. 54. Knowing this, what kind of blog post could we create that speak to Sam?
    55. 55. WANT TO LEARN HOW TO DEVELOP YOUR COMPANY’S BUYER PERSONAS? Join our HubSpot Academy Buyer Personas training.
    56. 56. But, it’s enough to know just who you’re trying to reach, you also have to know what they want to see: Buyer’s journey
    57. 57. THE BUYER’S JOURNEY2
    58. 58. The Buyer’s Journey The active research process someone goes through leading up to making a purchase.
    59. 59. THE BUYER’S JOURNEY
    60. 60. THE BUYER’S JOURNEY
    61. 61. THE BUYER’S JOURNEY
    62. 62. THE BUYER’S JOURNEY
    63. 63. THE BUYER’S JOURNEY
    64. 64. CONTENT3
    65. 65. FLICKRUSERMCGRATHS Marketing people love. #InboundMarketingWeek
    66. 66. Content Context Inbound Marketing = Content + Context
    67. 67. Your content is your marketing toolkit. Things like blogs, interactive tools, photos/infographics, videos, and eBooks/presentations work to attract, convert, close, and delight. CONTENT FLICKR USER DAVID | POOLE
    68. 68. CONTENT: ebooks White papers Checklists videos Offers Blog posts Case studies WebinarsBuying guides webinars Slide-share decks Informational kids
    69. 69. CONTEXT Context is who you’re creating it for: you can’t just write any posts, you have to write the right ones – those tailored to who you’re trying to reach and what they’re interested in. FLICKR USER CINDEESNIDERRE
    70. 70. THE BUYER’S JOURNEY
    71. 71. Buyer Personas FUNDAMENTALS OF INBOUND SUCCESS: 1 2 3 The Buyer’s Journey Content
    72. 72. If you were to give one piece of advice to someone else today about one of the fundamentals - What would it be?
    73. 73. TAKEAWAYS & RESOURCES.
    74. 74. KEY TAKEAWAYS 1. Inbound marketing is a fundamental shift in the way businesses connect with people. 2. Fundamentals are the foundation in which our entire marketing is built upon. 3. Buyer personas & buyer’s journey and content are what makes our marketing lovable. 4. We won’t wake up one day knowing these things – if not now, then when. #InboundMarketingWeek
    75. 75. RESOURCES 1. Buyer Persona Creation Template: https://library.hubspot.com/the-marketers-guide-to- creating-buyer-personas 2. The Buyer’s Journey Webinar: http://academy.hubspot.com/webinars/the-buyers-journey- webinars/ 3. Content creation Tips: http://blog.hubspot.com/marketing/topic/content-creation
    76. 76. @sbedrick REACH OUT ON TWITTER: THANK YOU!

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