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HubSpot Presentation Q3 8-11-15

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Our third Knoxville HubSpot User Group (HUG) event was a blast! Chad Elmore, Director of Communication at Pyxl gave a presentation on the different stages of the buyer's journey. Enjoy!

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HubSpot Presentation Q3 8-11-15

  1. 1. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com User Group Kn xville #KnoxHUG @KnoxvilleHUG
  2. 2. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com Meet the Knoxville HUG Leader • Inbound Marketing Certified • Partner Certified • HubSpot Certified • Contextual Marketing Certified • COS Design Certified • HubSpot Beta Tester www.vieodesign.com HollyYalove Principal & CMO for VIEO Design @HollyYalove
  3. 3. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com Help KnoxvilleWin the HUG Contest Expires: 8/15/15 • Promote our HUG code for $50 off INBOUND registration. Code: KnoxvilleHUG15 (not case sensitive) • Use the code yourself, and share it with colleagues and other marketers in our area. Ifyou already registered, we can still get credit - just let HollyYalove know so the code can be applied. In addition to $50 off INBOUND registration, the prizes are: • 8 members receive a copy of Seth Godin’s book • 15 members will have access to exclusive networking with executives during INBOUND • 25 members will have access to up front seating during all keynotes at INBOUND
  4. 4. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com Next Meetup Date: Q4 Knoxville HUG Meetup: 10-13-15 • HubSpot Guest Speaker Nick Sal, Head of Channel Partner Inbound Success Training at HubSpot
  5. 5. Introduction Chad Elmore Director of Digital Communication Pyxl Knoxville Gadget obsessed SciFi Enthusiast Coffee Lover Gamer Vol for Life Movie Buff Meet Our Guest Speaker thinkpyxl.com celmore@thinkpyxl.com
  6. 6. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com Mapping Content to the Buyer’s Journey Presented By: Chad Elmore Director of Digital Communication Pyxl Knoxville
  7. 7. Agenda - What is the Buyer’s Journey? - Content Mapping Methodology - OK so now what? - How to get started
  8. 8. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com Let’s go on a Journey What do we know about customers? - They’re all looking for stuff. - They sometimes need direction on where to find said stuff. - They do their homework.
  9. 9. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com What else do we know? 56% of U.S. email users unsubscribe from a business or nonprofit email subscription because of content that is no longer relevant Source: ChadwickMartinBailey
  10. 10. Our new challenge Deliver the right content to the right person at the right time
  11. 11. What is the Buyer’s Journey anyway? Definition: The active research process a potential buyer goes through leading up to a purchase Awareness Stage Decision StageConsideration Stage
  12. 12. The Buyer’s Journey We’re aware of this phenomenon all the time at retail, but it can be applied to the digital space as well
  13. 13. The Buyer’s Journey - What does this mean for marketers? Just as we need the right products in the right place for customers at retail… …we need the right offers, content and education at the right times to nurture leads toward purchase.
  14. 14. Content Mapping MethodologyContent Type Buying Cycle Stage Keywords User Behavior - All three elements are equally weighted
  15. 15. Understanding User Behavior Awareness Stage Mission: Users are seeking educational, third party, vendor neutral content. Mission: Users are committing to solving their clearly defined problem, more focused on solutions & comparisons. Mission: Users are seeking validation in determining their short list and selecting a vendor. Decision StageConsideration Stage But their goals change throughout the buyer’s journey Customers are on a mission!
  16. 16. What type of content? Awareness Stage eGuides eBooks White Papers Webcasts Solution Comparisons White Papers Expert/ Editorial eGuides Vendor/ Product Comparison Case Studies Trial/ Software Downloads Decision StageConsideration Stage As customers approach becoming “purchase ready,” the information they’re served online must adapt to stay relevant.
  17. 17. Keywords Matter Awareness Stage Issue/ Opportunity type terms Troubleshoot Issue Resolve Risks Upgrade Solution type terms Solution Provider Service Supplier Tool Device Comparison / Review type terms Compare Versus Vs. Comparison Pros and Cons Decision StageConsideration Stage- The buyer’s journey should also dictate how you talk about the offer - Titles, email copy, subject lines and landing pages should adjust as users move down the sales funnel
  18. 18. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com SwagTime!
  19. 19. Wait, who are these buyers again? Awareness: I am a buyer aware of a problem or need Consideration: I am a buyer thinking about potential solutions to my problem or need Decision: I am a buyer trying to decide which vendor or product fully meets my need
  20. 20. Ok, so now what? - Meet customers uniquely where they are with the right content.
  21. 21. User Group Kn xville #KnoxHUGknoxville.hubspotusergroups.com A real world example Meet Violet - She’s having trouble choosing a landscaper for her home - Done her homework for weeks - Has rare plants and specific concerns - Narrowed her search to 2 vendors, but needs peace of mind
  22. 22. Where is Violet in the buyer’s journey? - Doesn’t need lots of continued nurturing - Is ready to buy - Has short list of vendors selected - Needs to understand ROI and best fit Mission: Users are seeking validation in determining their short list and selecting vendor. Decision Stage
  23. 23. Let’s design an offer Behavior -Needs to decide between vendors Content - Needs real data to validate decision Relevant Keywords -Option 1 vs. Option 2 - Seeking validation - Case study with competitive comparisons - Pros and Cons - Compare
  24. 24. Hey Violet, we have your answer! We’ll start by sending her a targeted email inviting her to “Compare Awesome Landscaping Inc. to the competition” A landing page with even more information about Awesome Landscaping Inc. and how we differ Finally, we’ll deliver the exact resource that moves Violet to make an informed decision
  25. 25. What if Violet doesn’t buy? Remember there are 3 stages in the buyer’s journey! - You may need more compelling Awareness and Consideration stages - Each stage should nurture leads - Too much info too early? “I’m just looking”
  26. 26. How to get started - You probably already have some great content, but in which stage does it fit? - Where are the content gaps? - What are the questions your customers ask themselves?
  27. 27. Analyzing results - Content success can be measured and adjusted! - Let your results drive your content. - Listen to customer feedback
  28. 28. Toolkit - Content is king, but additional tools can help! - Marketing automation platform - PPC advertising - Analytics
  29. 29. Thank You. Your customers are ready and waiting for your content. Questions?
  30. 30. HollyYalove Principal & CMO for VIEO Design troduction Chad Elmore Director of Digital Communication Pyxl Knoxville Gadget obsessed Coffee Lover Vol for Life Get in Touch thinkpyxl.com celmore@thinkpyxl.com www.vieodesign.com @HollyYalove
  31. 31. Give Your Feedback: HUG Hopes Survey HUG Website: www.knoxville.hubspotusergroups.com Join Our LinkedIn Group HubSpot User Group Knoxville TN Follow Us on Twitter: @KnoxvilleHUG User Group Kn xville Thank You for Coming! User Group Kn xville

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