Inbound Marketing for the Arts with Personas


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  • Fill in your name, title, company and Twitter handle (and/or other useful information) Insert your photo
  • In this presentation, attendees will learn the basics of inbound marketing and how it can be used to build a business. Describe your marketing background. Through Inbound Marketing University (IMU), you have become an Inbound Marketing Certified Professional, which acknowledges your proficiency in blogging, social media, search engine optimization (SEO), lead conversion, lead nurturing and closed-loop analysis. This content is part of the Inbound Marketing University.
  • Outbound Marketing (or traditional marketing) is the strategy of pushing your message onto your audience using techniques like telemarketing (cold calling), trade shows, direct mail, email blasts, print ads and TV/radio ads.
  • Outbound marketing strategies are becoming less effective in today’s world. We now have devices (e.g. spam blockers, TiVo/DVRs, caller ID, etc.) that allow us to block out the messages being pushed onto us People are doing their own research to figure out which products and services they want to buy
  • Inbound Marketing (or modern marketing) is marketing using techniques focused on getting found by prospects; inbound marketing is a more efficient and cost-effective way to do marketing. Pull in customers to your business by creating content, optimizing that content for search engines and promoting and sharing that content in social media A helpful overview of inbound marketing can be found at
  • Outbound marketing depends on the size of your wallet; inbound marketing depends on the size of your brain! You can only do outbound marketing if you have a lot of money. If you have a lot of brains (intelligence), do inbound marketing.
  • Inbound marketing-focused companies have a 60% lower cost-per-lead than outbound marketing-focused companies.
  • When getting started in inbound marketing, make sure you ask your team these questions.
  • Develop a content mindset and culture at your company. Instead of thinking you need to put information in your audience’s lap, create interesting information that draws your audience in!
  • Publish ALL of your content. This can be in the form of a blog, podcast, videos, photos, presentations, eBooks or news releases.
  • Research shows that companies that blog attract 55% more web site visitors than companies that don’t blog.
  • Think about your target audience(s) for your products/services. Create and define personas for each (there may be more than one). Always think of your personas when creating content. Ask yourself: Would this piece of content appeal/be helpful to one or all of my personas?
  • Inbound Marketing for the Arts with Personas

    1. 1. Introduction to Inbound Marketing Text Chris Handy Founder Thinkhandy Marketing Twitter: @thinkhandy Website: thinkhandy.comSunday, March 10, 13
    2. 2. Value of Inbound Marketing Inbound marketing pulls buyers into your businessSunday, March 10, 13
    3. 3. What is Outbound Marketing?Sunday, March 10, 13
    4. 4. Problem: Outbound Marketing Isn’t Working 800-555-123 4 Annoying SalespersonSunday, March 10, 13
    5. 5. Solution: Inbound Marketing Content SEO Social MediaSunday, March 10, 13
    6. 6. Good News About Inbound Marketing Budget (Outbound) Brains (Inbound) Flickr: Joakim Jardenberg Flickr: Andrew MagillSunday, March 10, 13
    7. 7. More Good News: Lower Cost Per Lead Source: survey of hundreds of businesses:, March 10, 13
    8. 8. Key Questions to Get Started 1. Am I regularly creating new, share-worthy content? 2. Am I optimizing my content for search and social media? 3. Am I promoting my content in social media conversations? 4. Am I converting as many visitors into leads and sales as I can?Sunday, March 10, 13
    9. 9. 4 Steps to Successful Inbound Marketing 1.Create 2.Optimize 3.Promote 4.Convert & AnalyzeSunday, March 10, 13
    10. 10. Inbound Marketing Methodology 10Sunday, March 10, 13
    11. 11. Inbound Marketers are Publishers Stop thinking like a marketer or advertiser. Start thinking like a publisher and socializer.Sunday, March 10, 13
    12. 12. Publish Everything, EverywhereSunday, March 10, 13
    13. 13. Blogging: A Great Way to Get Started Source: Data from over 1,500 small businesses -, March 10, 13
    14. 14. Target Your Content Target content to your marketing personas.Sunday, March 10, 13
    15. 15. [nam e] A Marketer’s [dem [goa ogra ls] phic] Template for Creating Buyer PersonasSunday, March 10, 13
    16. 16. Table of Contents 1 A Brief Introduction to Buyer Personas 2 How to Present Your Buyer Persona 3 An Example of a Complete Buyer PersonaSunday, March 10, 13
    17. 17. 1 A Brief Introduction to Buyer PersonasSunday, March 10, 13
    18. 18. What Are Buyer Personas? ? Buyer personas are fictional representations of your ideal customers. They are based on real data about customer demographics and online behavior, along with educated speculation about their personal histories, motivations, and concerns.Sunday, March 10, 13
    19. 19. How Are Buyer Personas Created? ? Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers – both “good” and “bad” -- prospects, and those outside of your contact database who might align with your target audience. You’ll collect data that is both qualitative and quantitative to paint a picture of who your ideal customer is, what they value, and how your solution fits into their daily lives.Sunday, March 10, 13
    20. 20. How Do You Socialize A Buyer Persona? ? So you’ve done the research and conducted all the interviews … you’ve finally figured out who your buyer persona is. Congratulations! But how do you communicate that new understanding of your target customer with your entire organization? After all, if your sales and marketing teams don’t understand who they’re speaking to, it’s hard to craft a message that really resonates.Sunday, March 10, 13
    21. 21. 2 How to Think About Your Buyer PersonaSunday, March 10, 13
    22. 22. SteerFW Buyer Persona Overview March, 2013Sunday, March 10, 13
    23. 23. Sunday, March 10, 13
    24. 24. Persona Name BACKGROUND: • Basic details about persona’s role this ind by nf n • Key information about the persona’s company ca tio line t on rge u Yo rma ering r ta • Relevant background info, like education or hobbies info inist f you adm veys o . sur ience DEMOGRAPHICS: aud • Gender • Age Range • HH Income (Consider a spouse’s income, if relevant) • Urbanicity (Is your persona urban, suburban, or rural?) IDENTIFIERS: • Buzz words • MannerismsSunday, March 10, 13
    25. 25. Persona Name GOALS: Conduct in terviews with your t • Persona’s primary goal arget audience to learn • Persona’s secondary goal about thei r goals an challenges d in more detail. CHALLENGES: • Primary challenge to persona’s success • Secondary challenge to persona’s success HOW WE HELP: • How you solve your persona’s challenges • How you help your persona achieve goalsSunday, March 10, 13
    26. 26. Persona Name REAL QUOTES: Identifying common • Include a few real quotes – taken during your objections will help interviews – that represent your persona well. your sales team be This will make it easier for employees to relate better prepared to and understand your persona. during their conversations. COMMON OBJECTIONS: • Identify the most common objections your persona will raise during the sales process.Sunday, March 10, 13
    27. 27. Persona Name MARKETING MESSAGING: hoto eal p gar • How should you describe your solution ludin ative Inc Cre to your persona? from mons or elps C om photo h ion the iS tock ne envis ELEVATOR PITCH: everyo erson. ep • Make describing your solution simple sam and consistent across everyone in your company. Esta blish mess ing y your aging our entir prepare orga e s nizat the s ion t ame o con mess vey age.Sunday, March 10, 13
    28. 28. 3 An Example of a Complete Buyer PersonaSunday, March 10, 13
    29. 29. Sample Sally BACKGROUND: • Head of Human Resources • Worked at the same company for 10 years; worked her way up from HR Associate • Married with 2 children (10 and 8) DEMOGRAPHICS: • Skews female • Age 30-45 • Dual HH Income: $140,000 • Suburban IDENTIFIERS: • Calm demeanor • Probably has an assistant screening calls • Asks to receive collateral mailed/printedSunday, March 10, 13
    30. 30. Sample Sally GOALS: • Keep employees happy and turnover low • Support legal and finance teams CHALLENGES: • Getting everything done with a small staff • Rolling out changes to the entire company HOW WE HELP: • Make it easy to manage all employee data in one place • Integrate with legal and finance teams’ systemsSunday, March 10, 13
    31. 31. Sample Sally REAL QUOTES: • “It’s been difficult getting company-wide adoption of new technologies in the past.” • “I don’t have time to train new employees on a million different databases and platforms.” • “I’ve had to deal with so many painful integrations with other departments’ databases and software.” COMMON OBJECTIONS: • I’m worried I’ll lose data transitioning to a new system. • I don’t want to have to train the entire company on how to use a new system.Sunday, March 10, 13
    32. 32. Sample Sally MARKETING MESSAGING: • Integrated HR Database Management ELEVATOR PITCH: • We give you an intuitive database that integrates with your existing software and platforms, and lifetime training to help new employees get up to speed quickly.Sunday, March 10, 13
    33. 33. Inbound Marketing Methodology 33Sunday, March 10, 13
    34. 34. Sunday, March 10, 13
    35. 35. Want to get more information and download the slide deck & worksheets for yourselves? Visit our website and download the deck:, March 10, 13