Inbound Marketing Fundamentals for Success

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

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

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  • 1. Contains: Step-by-Step Guide to New Facebook Business Page Timelines
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    Learning LinkedIn From the Experts: How to Build a Powerful Business Presence on LinkedIn
    4 Marketing Cheat Sheets for Mastering Twitter, Facebook, LinkedIn and Google+

Transcript

  • 1. Welcome to DFW #InboundMarketingWeek! Powered by: HubSpot Thinkhandy
  • 2. Welcome Founder of Martin House Brewing Company, David Wedemeier
  • 3. THE ESSENTIALS OF AN EFFECTIVE INBOUND STRATEGY.
  • 4. Sarah Bedrick @sbedrick Program Leader, Introductory Content at HubSpot Academy
  • 5. GUESS WHAT?
  • 6. IT’S INBOUND MARKETING WEEK!
  • 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. AGENDA 1 What is inbound marketing 2 Why fundamentals? 3 Fundamentals of inbound success
  • 9. 1 WHAT IS INBOUND MARKETING?
  • 10. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL vs
  • 11. MARKETERS HAVE A lovability PROBLEM. Car Salesman Lobbyists Marketers Less Lovable More Lovable
  • 12. of business decision-makers prefer to get company information in a series of articles versus in an advertisement. 80% #InboundMarketingWeek
  • 13. A FUNDAMENTAL SHIFT IN THE WAY PEOPLE LIVE, CONSUME, SHARE & CONNECT HAS OCCURED.
  • 14. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL vs WE NEED TO ADAPT!
  • 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. 151 billion searches done per month online.
  • 17. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric Blogging Offers Helpful emails Customer - Centric INBOUNDTRADITIONAL vs
  • 18. So does inbound look like in practice?
  • 19. What I clicked:
  • 20. What I clicked: What I wanted:
  • 21. What I got:
  • 22. What I got:
  • 23. What I got:
  • 24. What I got:
  • 25. Inbound is a fundamental shift in the way we do business.
  • 26. INBOUND MARKETING IS A FUNDAMENTAL SHIFT IN THE WAY WE CONNECT WITH PROSPECTIVE CUSTOMERS.
  • 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. Marketing people love. Inbound
  • 29. So how do we actually do inbound?
  • 30. What that looks like is this: The Inbound Methodology
  • 31. WHY BOTHER WITH FUNDAMENTALS.2
  • 32. But wait, what are some fundamentals?
  • 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. FUNDAMENTALS OF INBOUND SUCCESS: The Buyer’s Journey
  • 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. Buyer Personas FUNDAMENTALS OF INBOUND SUCCESS:
  • 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. FUNDAMENTALS OF INBOUND SUCCESS: Content
  • 39. Buyer Personas FUNDAMENTALS OF INBOUND SUCCESS: 1 2 3 The Buyer’s Journey Content
  • 40. Nobody was talking about this stuff 3 years ago.
  • 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. #InboundMarketingWeek
  • 43. If you remember anything from today, let it be that a strong foundation is necessary.
  • 44. FUNDAMENTALS OF INBOUND SUCCESS.3
  • 45. Buyer Personas FUNDAMENTALS OF INBOUND SUCCESS: 1 2 3 The Buyer’s Journey Content
  • 46. BUYER PERSONAS1
  • 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. 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. 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. Every marketing activity that you take, moving forward must tie back to your buyer personas. #InboundMarketingWeek
  • 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. So, what do these buyer personas look like exactly?
  • 53. However you shape or outline your buyer personas is up to you! Meet Sam.
  • 54. Knowing this, what kind of blog post could we create that speak to Sam?
  • 55. WANT TO LEARN HOW TO DEVELOP YOUR COMPANY’S BUYER PERSONAS? Join our HubSpot Academy Buyer Personas training.
  • 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. THE BUYER’S JOURNEY2
  • 58. The Buyer’s Journey The active research process someone goes through leading up to making a purchase.
  • 59. THE BUYER’S JOURNEY
  • 60. THE BUYER’S JOURNEY
  • 61. THE BUYER’S JOURNEY
  • 62. THE BUYER’S JOURNEY
  • 63. THE BUYER’S JOURNEY
  • 64. CONTENT3
  • 65. FLICKRUSERMCGRATHS Marketing people love. #InboundMarketingWeek
  • 66. Content Context Inbound Marketing = Content + Context
  • 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. CONTENT: ebooks White papers Checklists videos Offers Blog posts Case studies WebinarsBuying guides webinars Slide-share decks Informational kids
  • 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. THE BUYER’S JOURNEY
  • 71. Buyer Personas FUNDAMENTALS OF INBOUND SUCCESS: 1 2 3 The Buyer’s Journey Content
  • 72. If you were to give one piece of advice to someone else today about one of the fundamentals - What would it be?
  • 73. TAKEAWAYS & RESOURCES.
  • 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. 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. @sbedrick REACH OUT ON TWITTER: THANK YOU!