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Essentials of an Effective Inbound Strategy

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Inbound isn't just a different way of doing marketing, it's a different way of doing business as a whole. Instead of the old interruptive tactics marketing and salespeople used to employ, inbound is about creating a business experience people actually like and want to be a part of. In this class, you'll learn what inbound is, explore the best practices that underlie any successful inbound strategy, and see examples of effective inbound strategies in action.

This presentation is part of HubSpot's complimentary Inbound Certification. You can learn more at: http://academy.hubspot.com/certification

Published in: Marketing, Business, Technology
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Essentials of an Effective Inbound Strategy

  1. 1. THE ESSENTIALS OF AN EFFECTIVE INBOUND STRATEGY. Inbound Certification Class #1
  2. 2. 1  Why inbound? 2  Fundamentals of inbound success 3  What effective inbound strategies looks like 4  Key takeaways and resources AGENDA
  3. 3. WHY INBOUND?1
  4. 4. Remember when your mom used to tell you as a child that “it’s inconsiderate and rude to interrupt someone?” TWISTEDSIFTER.FILES.WORDPRESS.COM
  5. 5. That’s what traditional marketing & sales were all about.
  6. 6. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL
  7. 7. What I clicked:
  8. 8. What I clicked: What I wanted:
  9. 9. What I clicked: What I wanted: What I got:
  10. 10. What I clicked: What I wanted: What I got:
  11. 11. What I clicked:
  12. 12. What I wanted: What I clicked:
  13. 13. What I got… What I wanted: What I clicked:
  14. 14. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric INBOUND vs. TRADITIONAL
  15. 15. What I clicked:
  16. 16. What I clicked: What I wanted:
  17. 17. What I got:
  18. 18. What I got:
  19. 19. What I got:
  20. 20. What I got:
  21. 21. of business decision-makers prefer to get company information in a series of articles versus an advertisement. 80%
  22. 22. So what is inbound all about? FLICKR USER WORLDBANK
  23. 23. vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric THEN: TRADITIONAL SEO Blogging Attraction Customer - Centric vs. NOW: INBOUND
  24. 24. Don’t interrupt what people want to consume, be what they want to consume. FLICKR USER X1KLIMA
  25. 25. Inbound is about being a part of the conversation. Inbound is about being a part of the conversation.
  26. 26. Being part of that conversation means sharing helpful, relevant content with the world*.
  27. 27. By creating content specifically designed to appeal to your ideal customers, your best prospects will come to you. FLICKR USER DON BURKETT
  28. 28. That content acts as a magnet, or beacon, to capture your prospects’ attention so your potential customers come to you. That’s why it’s called ‘inbound,’ after all! FLICKR USER MAX THINKS SEES
  29. 29. 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.
  30. 30. So how do we actually do inbound?
  31. 31. What that looks like is this: The Inbound Methodology
  32. 32. What you don’t see written in the methodology is “Analyze.” Why? Because analysis should be inherent in every single thing you do with your inbound strategy.
  33. 33. FUNDAMENTALS OF INBOUND SUCCESS.2
  34. 34. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
  35. 35. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
  36. 36. USE BUYER PERSONAS
  37. 37. Your buyer personas are who you’re trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters.
  38. 38. 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
  39. 39. Personas help you create the right content. The right content will most effectively attract your ideal visitors, convert them into leads, and close them into customers. Content to attract visitors Content to close customersContent to convert leads FLICKR USER INPRAISEOFSARDINES
  40. 40. Do research HOW TO CREATE BUYER PERSONAS 1 2 3 Identify trends Create persona profile stories
  41. 41. DO RESEARCH1
  42. 42. Buyer personas must be based off of research, not assumptions. FLICKR USER SEEMINGLEE
  43. 43. CONDUCTING PERSONA RESEARCH The questions to ask to develop your buyer personas.
  44. 44. Persona Detail Sample question to Ask Role What is your job role/role in life? Your title? Company/Organization What industry or industries does your company work/is your role in? Goals What are you working to accomplish? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? Personal Background How old are you? Shopping Preferences Do you use the internet to research vendors or products? SAMPLE PERSONA RESEARCH QUESTIONS
  45. 45. .   Always focus on the ‘why’.. FLICKR USER E-MAGIC Motives, not actions.  
  46. 46. WHO TO INTERVIEW Your current customers, former customers, prospects and even your co-workers.
  47. 47. IDENTIFY TRENDS2
  48. 48. Bucket research findings. FLICKR USER SHEEP R US Patterns and similarities in answers to persona research questions indicate who your personas really are.
  49. 49. How much research does it take to create personas? FLICKR USER DEMANDAI As much as it takes to identify trends. Be on the lookout for commonalities and similarities between the types of answers you're getting.
  50. 50. How many personas should you have? As many as needed, but if you feel like you have too many, remember to always focus on why.
  51. 51. CREATE PERSONA PROFILE STORIES3
  52. 52. PERSONA NAMEBACKGROUND: •  Basic details about persona’s role, key information about the persona’s company •  Relevant background info DEMOGRAPHICS: •  Gender, age range, HH Income (consider a spouse’s income, if relevant) IDENTIFIERS: •  Buzz words & mannerisms GOALS: •  Persona’s primary & secondary goal CHALLENGES: •  Primary and secondary challenge to persona’s success HOW WE HELP: •  How you solve your persona’s challenges & help achieve their goals   COMMON OBJECTIONS: •  ID the most common objections your persona will raise during the sales process REAL QUOTES: •  Include a few real quotes (taken during interviews) that well represent your persona to make it easier employees to relate to/understand to them.
  53. 53. BACKGROUND: •  Head of HR, married with 2 children (10 and 8) •  Worked at same company for 10 years; worked up from HR Associate DEMOGRAPHICS: •  Skews female, age 30-45, suburban, dual HH Income: $140,000 IDENTIFIERS: •  Calm demeanor, usually assistant screening calls, wants collateral mailed/printed 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 systems COMMON OBJECTIONS: •  Worried will lose data moving to a new system, doesn’t want to have to train the entire company on it. REAL QUOTES: •  “It’s been difficult getting company-wide adoption of new technologies in the past.” •  “I’ve had to deal with so many painful integrations with other departments’ databases and software.” SAMPLE SALLY
  54. 54. It’s not enough to know just who you’re trying to reach, you also have to know what they want to see.
  55. 55. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
  56. 56. USE THE BUYER’S JOURNEY
  57. 57. The Buyer’s Journey The active research process someone goes through leading up to making a purchase.
  58. 58. THE BUYER’S JOURNEY
  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. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
  65. 65. CREATE REMARKABLE CONTENT
  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. 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
  69. 69. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
  70. 70. LEVERAGE YOUR CONTENT.
  71. 71. It’s not enough to just have great content. You need to have a way to get that content out into the world.
  72. 72. Distribution makes content relevant.
  73. 73. LEVERAGING CONTENT VIA DISTRIBUTION The right distribution technique gets the right content in front of the right person at the right time. Landing pages Calls-to- action Business blog Website pages Social media Marketing emails
  74. 74. Use buyer personas. Know who you’re trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyer’s journey is inbound fuel. Leverage your content. Make that content available for them to find— and to serve your business goals: content distribution is what provides the context to your content. Use the buyer’s journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyer’s journey. INBOUND BEST PRACTICES
  75. 75. WHAT EFFECTIVE INBOUND STRATEGIES LOOK LIKE. 3
  76. 76. INBOUND EXAMPLE:
  77. 77. WHO ARE P&G’S PERSONAS? Multiple personas, multiple messages, multiple sites. 1 2 3 1  Restaurant industry (business-to-business) 2  Homemaker (business-to-consumer) 3  Hospitality industry (business-to-business)
  78. 78. P&G Corporate Homepage The face of the brand and their digital storefront. Optimized to have the right content and positioning to attract their ideal buyers.
  79. 79. P&G’s business-to-consumer persona: The Homemaker. A mom who wants quality products for her family and home, but doesn’t want to spend a fortune on them.
  80. 80. CONTENT TO ATTRACT Awareness and Consideration stage content that helps P&G’s persona better identify or understand her issues works to attract her to their site. AWARENESS STAGE Provides persona general tips on her issue: keeping the home clean for her family. CONSIDERATION STAGE Persona can learn more about the specifics of her problem: here, doing the dishes.
  81. 81. CONTENT TO ATTRACT Awareness and Consideration stage content that helps P&G’s persona better identify or understand her issues works to attract her to their site. AWARENESS STAGE Provides persona general tips on her issue: keeping the home clean for her family. CONSIDERATION STAGE Persona can learn more about the specifics of her problem: here, doing the dishes. How should this content get distributed?
  82. 82. CONTENT TO CONVERT Awareness and Consideration stage content that helps P&G’s persona better identify her issues, explore them in more detail, and convert into a lead. AWARENESS STAGE Persona can download tip sheet with general organization ideas and convert into a lead. CONSIDERATION STAGE Persona can download 5-step guide to learn about the specifics of a particular element of her problem.
  83. 83. CONTENT TO CONVERT Awareness and Consideration stage content that helps P&G’s persona better identify her issues, explore them in more detail, and convert into a lead. AWARENESS STAGE Persona can download tip sheet with general organization ideas and convert into a lead. CONSIDERATION STAGE Persona can download 5-step guide to learn about the specifics of a particular element of her problem. How should this content get distributed?
  84. 84. CONTENT TO CLOSE Decision-stage content nurtures and closes P&G’s persona into a customer by providing information and resources that help her choose a brand/provider. DECISION STAGE Coupons for a product or closely related products can help P&G’s persona make the decision to go with one of their brands. DECISION STAGE Product reviews can provide P&G’s persona with the information necessary to make a brand decision.
  85. 85. CONTENT TO DELIGHT P&G creates a great inbound experience for their current customers by creating and providing content relevant to them, too. What stage of the buyer’s journey do you think this falls into? Any stage, depending on what P&G would like to happen.
  86. 86. KEY TAKEAWAYS AND RESOURCES.4
  87. 87. KEY TAKEAWAYS 1  Inbound marketing is a fundamental shift in the way we do business. 2  Your buyer personas are who you’re trying to attract, convert, close, and delight. 3  Personas must be based on research. 4  The buyer’s journey is the active research process a buyer goes through leading up to making a purchase. 5  Successful inbound strategies must take personas and the buyer’s journey into consideration. 6  Make sure the right people get the right message via your distribution.
  88. 88. RESOURCES 1  Why Inbound Matters: INBOUND13 opening video [video] 2  Buyer Persona Creation Template [downloadable template] 3  The Buyer’s Journey: The Marketing Funnel, Evolved [webinar series] 4  45 Terms Every Inbound Marketer Should Know [blog post]

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