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#INBOUND1 
4 
5 TOOLS FOR “BORING 
INDUSTRY” MARKETERS 
Your content isn’t boring 
Dan Moyle 
Creative Director of Marketi...
1 WHY YOUR INDUSTRY ISN’T BORING 
2 5 TOOLS
DAN 
MOYLE 
@danmoyle 
TV news producer 
Writer/storyteller 
Inbound Marketing 
Evangelist 
Non-profit: Honor Flight
#INBOUND14 
GET OVER YOURSELF: YOUR 
INDUSTRY ISN’T BORING
#INBOUND14 
1 WARM LEADS 
2 RELEVANT CONTENT 
3 PERIPHERAL CONTENT 
4 THE PROOF
“INBOUND” COSTS 
61% LESS PER LEAD 
#INBOUND14 
Source: 
HubSpot
#INBOUND14 
Warm Leads 
1 ONLINE SEARCH (search queries daily) 
2 SHARING PROBLEMS SOCIALLY (Twitter 
whining) 
3 LOOKING ...
#INBOUND14 
RELEVANT CONTENT 
SOLVE THE PROBLEM 
• Articles 
• Guides 
• Videos 
• Infographics 
KNOW YOUR BUYER PERSONA
#INBOUND14 
PERIPHERAL CONTENT 
• What other related problems do your buyer personas face? 
• Mortgages: All about the hom...
#INBOUND14 
THE PROOF: FHA 203k
#INBOUND14 
THE PROOF
#INBOUND14 
HELPFUL IS THE 
NEW SEXY
#INBOUND14 
2 5 TOOLS FOR YOUR BORING 
INDUSTRY MARKETING
#INBOUND14 
BORING INDUSTRY MARKETING TOOLS 
1: BUYER 
PERSONAS 
• More than a 
demographic 
• Make it a narrative 
• Shar...
#INBOUND14 
BUYER PERSONAS 
HUBSPOT PERSONA 
WIZARD: TIE YOUR 
PERSONAS TO YOUR 
CONTENT
#INBOUND14 
BORING INDUSTRY MARKETING TOOLS 
2: BLOG (DUH!) 
• 92% of companies who blogged multiple times a day acquired ...
#INBOUND14 
Blog purposefully: CTAs & Landing 
Pages
#INBOUND14 
7x 
Companies with 30+ landing 
pages generate 7x more 
leads than companies with 
less than 10 landing pages ...
#INBOUND14 
BORING INDUSTRY MARKETING TOOLS 
3: EMAIL MARKETING 
• Let your email marketing direct your 
leads through the...
#INBOUND14 
EMAIL METRICS 
Click rates: helpful email 
Open rates: vanity 
metric
#INBOUND14 
BORING INDUSTRY MARKETING TOOLS 
4: SOCIAL MEDIA 
• Answer questions 
• Solve problems 
• Share success storie...
#INBOUND14 
BORING INDUSTRY MARKETING TOOLS 
5: SECRET WEAPON: VIDEO 
• Just start 
• Be patient 
• Have the right tools (...
#INBOUND14 
BORING INDUSTRY MARKETING TOOLS 
The AmeriFirst Production Studio
HELPFUL & CONCISE 
#INBOUND14 
Be helpful. 
Go for concise. 
Have personality. 
2,000+ views 
Audience retention: 60% stay...
screw sexy. be helpful. 
#INBOUND14 
INBOUND13:
#INBOUND14 
HELPFUL IS 
THE NEW SEXY
#INBOUND14 
QUESTIONS ?
#INBOUND14 
THANK YOU! 
@danmoyle 
@amerifirst
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5 Tools for Boring Industry Marketers Dan Moyle at INBOUND14

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Get over yourself. Your industry isn't boring to your leads and prospects. In other words, your buyer persona. That's one tool. Boom. See the other 4 tools to help take your marketing in that boring industry to the next level. Remember: Helpful is the new sexy.

This is the slide deck from Dan Moyle's INBOUND14 presentation.

Published in: Marketing

5 Tools for Boring Industry Marketers Dan Moyle at INBOUND14

  1. 1. #INBOUND1 4 5 TOOLS FOR “BORING INDUSTRY” MARKETERS Your content isn’t boring Dan Moyle Creative Director of Marketing, AmeriFirst Home Mortgage
  2. 2. 1 WHY YOUR INDUSTRY ISN’T BORING 2 5 TOOLS
  3. 3. DAN MOYLE @danmoyle TV news producer Writer/storyteller Inbound Marketing Evangelist Non-profit: Honor Flight
  4. 4. #INBOUND14 GET OVER YOURSELF: YOUR INDUSTRY ISN’T BORING
  5. 5. #INBOUND14 1 WARM LEADS 2 RELEVANT CONTENT 3 PERIPHERAL CONTENT 4 THE PROOF
  6. 6. “INBOUND” COSTS 61% LESS PER LEAD #INBOUND14 Source: HubSpot
  7. 7. #INBOUND14 Warm Leads 1 ONLINE SEARCH (search queries daily) 2 SHARING PROBLEMS SOCIALLY (Twitter whining) 3 LOOKING FOR ANSWERS – GIVE THEM!
  8. 8. #INBOUND14 RELEVANT CONTENT SOLVE THE PROBLEM • Articles • Guides • Videos • Infographics KNOW YOUR BUYER PERSONA
  9. 9. #INBOUND14 PERIPHERAL CONTENT • What other related problems do your buyer personas face? • Mortgages: All about the home • Move your persona through the inbound cycle
  10. 10. #INBOUND14 THE PROOF: FHA 203k
  11. 11. #INBOUND14 THE PROOF
  12. 12. #INBOUND14 HELPFUL IS THE NEW SEXY
  13. 13. #INBOUND14 2 5 TOOLS FOR YOUR BORING INDUSTRY MARKETING
  14. 14. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 1: BUYER PERSONAS • More than a demographic • Make it a narrative • Share with the team • Structure content
  15. 15. #INBOUND14 BUYER PERSONAS HUBSPOT PERSONA WIZARD: TIE YOUR PERSONAS TO YOUR CONTENT
  16. 16. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 2: BLOG (DUH!) • 92% of companies who blogged multiple times a day acquired a customer through their blog. • 81% of marketers rated their blog as useful or better. • There are 31% more bloggers today than there were three years ago. • 46% of people read blogs more than once a day. • Nearly 40% of US companies use blogs for marketing purposes. http://www.hubspot.com/marketing-statistics
  17. 17. #INBOUND14 Blog purposefully: CTAs & Landing Pages
  18. 18. #INBOUND14 7x Companies with 30+ landing pages generate 7x more leads than companies with less than 10 landing pages http://www.hubspot.com/marketing-statistics
  19. 19. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 3: EMAIL MARKETING • Let your email marketing direct your leads through the process • Do no harm – manage your negative ROI • Email becomes social through “social proof”
  20. 20. #INBOUND14 EMAIL METRICS Click rates: helpful email Open rates: vanity metric
  21. 21. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 4: SOCIAL MEDIA • Answer questions • Solve problems • Share success stories • Don’t spam (don’t shout) • Don’t “Always Be Closing”
  22. 22. #INBOUND14 BORING INDUSTRY MARKETING TOOLS 5: SECRET WEAPON: VIDEO • Just start • Be patient • Have the right tools (microphone, lights, tripod) • Save money: hire internally when possible • Video is social (TV anchors in your home) • Video is searched – Google owns YouTube • Embed on website
  23. 23. #INBOUND14 BORING INDUSTRY MARKETING TOOLS The AmeriFirst Production Studio
  24. 24. HELPFUL & CONCISE #INBOUND14 Be helpful. Go for concise. Have personality. 2,000+ views Audience retention: 60% stay through :50
  25. 25. screw sexy. be helpful. #INBOUND14 INBOUND13:
  26. 26. #INBOUND14 HELPFUL IS THE NEW SEXY
  27. 27. #INBOUND14 QUESTIONS ?
  28. 28. #INBOUND14 THANK YOU! @danmoyle @amerifirst

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