There are over 80 HUGs worldwide and we are proud to launch the first Tel Aviv HUG for Inbound Marketing. This presentation (originally presented on May 6, 2015) outlines the speakers featured and the topics discussed with some fun facts that highlight why Inbound Marketing holds the key to our future. In this presentation, Idan Elda of Como (formerly Conduit), presents "The Perfect Content Marketing Bribe".

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I d a n E l d a r | M a y 2 0 1 5
The Perfect Bribe
# H U G Te l A v i v

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Everybody loves a good bribe

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Today we’ll talk about
creating the perfect bribe
to hook your customers

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But first

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Let’s talk about brussels sprouts
Image by: emptypulchritude

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They’re full of vitamins and
good for your growth
Image by: Anne Burgess

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But the thing is, most kids
won’t “just” eat them

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So how do we get kids to eat
brussels sprouts?

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We bribe them with some extra
ingredients they LOVE

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Your blog is a
brussels
sprout.
Image by: emptypulchritude

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People may taste it once
Image by: emptypulchritude

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And it could be amazingly good
Image by: emptypulchritude

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But it needs something extra for them to
subscribe and give you their emails

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Is my bribe email
worthy?
Always ask yourself:

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E-book
Template/Tool
Webinar
Email Worthy

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Infographic
Spam
Blog post
Not So Email Worthy

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Just look at what the
HubSpot pros are doing

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Creating an email-worthy
bribe is your key to success

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Case Study

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In one month, this bribe
QUADRUPLED inbound leads
X4

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How did we do it?

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We followed the
best practices for creating the
perfect bribe

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And opened the G.A.T.E for new leads

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Goal
Audience
Topic
E-book scope

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Goal

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The question you need to ask
yourself:

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What do I want to
achieve with this bribe?

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More traffic for your
content?

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Add lots of hyperlinks back to
your blog

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More sales for your
product?

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Add a tempting CTA with a
killer promotion

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More followers on your
social channels?

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Add large social icons
your readers won’t miss

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The answer can dramatically
alter the content of your bribe

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Audience

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The question you need to ask
yourself:

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Who do I want to receive
this bribe?

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Use your customers’ persona

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If you have information
about your customers,
such as…

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Age
Image by: S Sepp, Wikipedia

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Profession

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Goals

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Pain Points

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And their position in the
buyer’s journey:

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You’re almost ready to pick
your…

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Topic
Image by: Edokter, Wikipedia

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The question you need to ask
yourself:

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What would my audience
find most valuable?

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Meet Como’s customer persona,
Christy

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She is 38 years old
A small business owner
Dreams of opening more branches
Has challenges with customer loyalty
Image by: S Sepp, Wikipedia

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She is in the Awareness Stage

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What would be the
perfect bribe for her?

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There’s a secret formula
for that…

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Persona’s Pain Point X Consumption Habits
+
Your Product’s Value X Buyer’s Journey Stage

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Customer Loyalty X Busy SMB with No Time
+
DIY Mobile App X Awareness Stage

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Christy’s bribe is
probably NOT the perfect
bribe for your persona

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She would gain zilch out
of these:
Image by: Army1987, Wikipedia

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But they are somebody’s
perfect bribe

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“E-book” scope
Image by: abluescarab, Wikipedia

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The question you need to ask
yourself:

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How can I realistically
get this done?

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Resources
Timeline

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What you’ll need for the
perfect bribe:

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Content
Design/Video
Programming
Research

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A whole lot of ping pong

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Landing Page

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Email Life Cycle

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Marketing Plan

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Prepare an actionable
“bribe schedule”
Image by: Sun Ladder, Wikipedia

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To sum things up:

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You need to open the G.A.T.E

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And If you play your cards right

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Your customers will eat their brussels
sprouts!

82. @IdanEldar
http://www.inbound-converter.com/
Image by: Yoel Ben-Avraham,Flicker
Connect with Idan Eldar on:
https://il.linkedin.com/in/idaneldar

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Happy bribing!