Building anAudience theInbound Way
AGENDA 1   What is Inbound Marketing? 2   Identifying Your Personas 3   Defining Your Goals 4   Creating Content and Offer...
What Is1   INBOUND    MARKETING
Search engines,                blogging and social                media have                fundamentally                t...
But most organizations                 still use outdated                 marketing methods                 that people   ...
Audiences everywhere                    are tough.                    They don’t have time to                    be browbe...
They want content  & offers thatappeal directly to      them
Organizations that blog get55% morewebsite visitors.
57%of organizations that bloghave acquired anew customer that foundthem through their blog.
I get it. Fine.But where do I start?
Start by knowing  your target.
IDENTIFYING2   YOUR    PERSONAS
Fictional Charactersthat Represent Your IDEAL Customers
Who Is Your Current Persona?1   Survey your current list2   Talk to your box office volunteers3   Interview a few active m...
Questions To Answer1   What is their day job?2   What does a day in their life look like?3   What problems do they face?4 ...
Questions To Answer1   Male or female?2   Age? Education?3   Income level?4   What restaurants do they enjoy?5   What TV s...
Persona Profile ChecklistPersona Detail        Questions to AskRole                  What is your job role? Your title?   ...
1. Start With Reality         Marie spent 20 years working as a teacher and now         volunteers at the local library. S...
2. Make It Fictional               Marketing Mary               VP, Director, or Manager of Marketing               Small ...
Retiree Renee                Retiree Renee                67, lives in Harwich                2 kids, 5 grandkids         ...
Student Sam              Student Sam              Nauset Sophomore              15 years old              Active in drama ...
Grandpa Gary               Grandpa Gary               Assisted living in Chatham               Fixed income               ...
Pull it all together.
DEFINING3   YOUR    GOALS
BE SMART
SMART Goal SettingS   SpecificM   MeasurableA   AttainableR   RelevantT   Timely
Bad Goals. > I want more traffic to my website. > My boss wants us to get more online ticket sales. > I want more butts in...
Good Goals.•   I want to change [X metric]•   among [Y persona]•   by [Z quantifiable amount]•   in order to [further some...
Good Goal #1.•   I want to increase memberships•   among Student Sam•   by 50%•   in order to double overall member number...
Good Goal #2.•   I want to increase annual fund donations•   among Retiree Renee•   by 20%•   in order to match operating ...
Good Goal #3.•   I want to increase senior summer ticket sales•   among Grandpa Gary•   by 40%•   in order to help us exce...
4   CREATE CONTENT    AND OFFERS
Create content that  appeals to your  target persona
Create an offer that they will love.
Blog about your offer.
Add acall to action.
Link it to a landing page.
Give them the offer..
What should we offer?
What should we offer?• A map of nearby activities for kids (Renee)
What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)
What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)• A list ...
What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)• A list ...
REMEMBER 1   Keep It “Inbound” 2   Define Your Personas 3   State Your Goals 4   Create Content and Offers 5   Analyze You...
5   QUESTIONS
Increase Audience using Inbound Marketing - EBriks Infotech
Increase Audience using Inbound Marketing - EBriks Infotech
Increase Audience using Inbound Marketing - EBriks Infotech
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Increase Audience using Inbound Marketing - EBriks Infotech

  1. 1. Building anAudience theInbound Way
  2. 2. AGENDA 1 What is Inbound Marketing? 2 Identifying Your Personas 3 Defining Your Goals 4 Creating Content and Offers 5 Questions
  3. 3. What Is1 INBOUND MARKETING
  4. 4. Search engines, blogging and social media have fundamentally transformed the way people spend their money.Brian HalliganHubSpot Co-founder & CEO 5
  5. 5. But most organizations still use outdated marketing methods that people find intrusive and screen out.Brian HalliganHubSpot Co-founder & CEO 6
  6. 6. Audiences everywhere are tough. They don’t have time to be browbeaten by old fashioned advertising.Craig DavisChief Creative OfficerJ. Walter Thompson
  7. 7. They want content & offers thatappeal directly to them
  8. 8. Organizations that blog get55% morewebsite visitors.
  9. 9. 57%of organizations that bloghave acquired anew customer that foundthem through their blog.
  10. 10. I get it. Fine.But where do I start?
  11. 11. Start by knowing your target.
  12. 12. IDENTIFYING2 YOUR PERSONAS
  13. 13. Fictional Charactersthat Represent Your IDEAL Customers
  14. 14. Who Is Your Current Persona?1 Survey your current list2 Talk to your box office volunteers3 Interview a few active members4 Look at whatever data you have
  15. 15. Questions To Answer1 What is their day job?2 What does a day in their life look like?3 What problems do they face?4 Where do they go for information? What are their common objections to5 buying from you?
  16. 16. Questions To Answer1 Male or female?2 Age? Education?3 Income level?4 What restaurants do they enjoy?5 What TV shows do they watch?
  17. 17. Persona Profile ChecklistPersona Detail Questions to AskRole What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?Company What industry or industries does your company work? What is the size of your company (revenue, employees)?Goals What are you responsible for? What does it mean to be successful in your role?Challenges What are your biggest challenges?Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?Personal Background Age, Family (married, children), EducationShopping How do you prefer to interact with vendors? (email, phone, inPreferences person) Do you use the internet to research vendors or products? If yes, how do you search for information?
  18. 18. 1. Start With Reality Marie spent 20 years working as a teacher and now volunteers at the local library. She uses a computer but doesn’t really get into Facebook – mostly she checks out websites and reads email. She likes to go exploring on the trails at the National Seashore and Audubon preserves, and when her grandchildren visit her she prefers to get active and outdoors with them. John is a high school sophomore who wants to pursue acting and film in college. He’s also involved in sports (track, soccer) and is a high academic achiever. He volunteers for a number of different organizations, but what he really wants is an internship that will give him solid work experience in theater.
  19. 19. 2. Make It Fictional Marketing Mary VP, Director, or Manager of Marketing Small or Mid-Sized Company
  20. 20. Retiree Renee Retiree Renee 67, lives in Harwich 2 kids, 5 grandkids Active, educated, professional
  21. 21. Student Sam Student Sam Nauset Sophomore 15 years old Active in drama club and band
  22. 22. Grandpa Gary Grandpa Gary Assisted living in Chatham Fixed income Likes cultural outings with friends
  23. 23. Pull it all together.
  24. 24. DEFINING3 YOUR GOALS
  25. 25. BE SMART
  26. 26. SMART Goal SettingS SpecificM MeasurableA AttainableR RelevantT Timely
  27. 27. Bad Goals. > I want more traffic to my website. > My boss wants us to get more online ticket sales. > I want more butts in seats, maybe 2x what I have now.Good Goals. > I want to increase total website visits 50% in the next 6 months so that I can sell more program advertising. > I want more student membership revenue. I want an average of 10 more per month over the next three months. > To hit my 2013 revenue goals, I know I need to bring in an average of 50 more full-price tickets each week than I did in 2012.
  28. 28. Good Goals.• I want to change [X metric]• among [Y persona]• by [Z quantifiable amount]• in order to [further some larger strategic goal]• and• my deadline for achieving this is [date].
  29. 29. Good Goal #1.• I want to increase memberships• among Student Sam• by 50%• in order to double overall member numbers this year• and• my deadline for achieving this is November 1.
  30. 30. Good Goal #2.• I want to increase annual fund donations• among Retiree Renee• by 20%• in order to match operating expenses this year• and• my deadline for achieving this is December 31.
  31. 31. Good Goal #3.• I want to increase senior summer ticket sales• among Grandpa Gary• by 40%• in order to help us exceed our annual revenue goals• and• my deadline for achieving this is Labor Day.
  32. 32. 4 CREATE CONTENT AND OFFERS
  33. 33. Create content that appeals to your target persona
  34. 34. Create an offer that they will love.
  35. 35. Blog about your offer.
  36. 36. Add acall to action.
  37. 37. Link it to a landing page.
  38. 38. Give them the offer..
  39. 39. What should we offer?
  40. 40. What should we offer?• A map of nearby activities for kids (Renee)
  41. 41. What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)
  42. 42. What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)• A list of local senior discounts (Gary)
  43. 43. What should we offer?• A map of nearby activities for kids (Renee)• Advice on how to give a killer audition (Sam)• A list of local senior discounts (Gary)• Merchandise (Who knows?)
  44. 44. REMEMBER 1 Keep It “Inbound” 2 Define Your Personas 3 State Your Goals 4 Create Content and Offers 5 Analyze Your Results
  45. 45. 5 QUESTIONS

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