HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound Campaign

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How do you set up a complete inbound campaign?

Check the Paris HUG blog for more information: http://paris.hubspotusergroups.com/inboundmarketing/inbound-marketing-campaign-workshop-april-2014

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HubSpot User Group Paris - Apil 2014 Meeting - How To Run An Inbound Campaign

  1. 1. Nikita Smits – Senior Channel Consultant
  2. 2. Nikita Smits – Senior Channel Consultant
  3. 3. 1 What is a campaign? 2 Where to start? 3 Your offer 4 Promotion 5 Measure
  4. 4. 1 What is an Inbound Campaign?
  5. 5. When Marketers say “campaign” they usually mean one of a few things... • An automated drip email campaign. • An ad campaign, like a print ad, commercial, etc. • A Salesforce campaign (a list of people.)
  6. 6. What campaigns are you currently running?
  7. 7. What we actually mean.. A strategy that aligns a set of assets and marketing channels around a prospect or event in order to achieve a particular goal.
  8. 8. They include: Solution: An Inbound Campaign
  9. 9. What makes an inbound campaign different? • Starts with the customer in mind. • Uses integrated, multi-channel tools for multiple touch-points that connect all your efforts. • Results based on leads / customers – NOT just clicks.
  10. 10. What are examples of inbound campaigns? • New product launch. • Conference or event. • An offer, ebook, or webinar.
  11. 11. 2 Where to start
  12. 12. IT ALL COMES BACK TO BUYER PERSONAS!
  13. 13. #inbound12 White Buyer Personas Building Buyer Personas tell us who we are creating content for and why they will buy from us.
  14. 14. What is a Buyer Persona?
  15. 15. Semi- fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. What is a Buyer Persona?
  16. 16. Fictional characters that represent your DREAM customers Buyer Personas ARE
  17. 17. MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
  18. 18. Persona Name BACKGROUND: DEMOGRAPHICS: IDENTIFIERS: GOALS: CHALLENGES: HOW WE HELP:
  19. 19. How do we gather that information?
  20. 20. • Interview customers • Ask open ended questions • Ask questions on Social Media
  21. 21. 1 How many persona’s do you have? 2 How often do you rethink their challenges? 3 Can everyone in your business describe them?
  22. 22. 3 Your Offers
  23. 23. Relevance and value!
  24. 24. WHAT IS A KEYWORD? PERSPECTIVE: Consumer/ Prospect Once we know what they want, let’s give it to them
  25. 25. Do you use a content calendar?
  26. 26. Recycle Curated Created CoMarket Resources Required Expected Results Your Content Types
  27. 27. Curated: less effort
  28. 28. Recycle! Multiple posts & Formats
  29. 29. Created: Most viewed blog post of all time
  30. 30. Co-Marketing is great for net new contacts
  31. 31. • Your website as a digital collage or mix tape. • Express yourself through sharing fresh content with your followers Other People’s Content
  32. 32. Where to source? • Goodreads - Quotations • LinkedIn Pulse - Aggregator • Flipboard - Aggregator • Alltop.com – Trending content • Feedly.com – Your own library Other People’s Content
  33. 33. Industry specific sites networking • Avvo for lawyers • Dribble for designers • The Engineering Exchange for Engineers • CIOzone for CIOs • Quora is our favorite catch-all • Get to Wikipedia for a list of all of them Other People’s Content
  34. 34. Content Calendar
  35. 35. 4 Promotion
  36. 36. Promotion should feed into your inbound efforts by promoting every piece of content. Think of it as the thread that ties your campaign together.
  37. 37. “If you spend 10 hours developing a piece of content, you should spend at least 10 hours promoting it.” @Searchbrat
  38. 38. Where do you promote your offers?
  39. 39. • Link to LP’s for conversion • More visibility – thought leadership • Delight customers by responding timely to their remarks • Good content creates evangelists
  40. 40. Segmented emails get more clicks than email blasts. Source: Marketing Sherpa 50%
  41. 41. • Segment your database on previous behavior • Re-use related offers • Amazon style recommendations on thank you pages • Consistent branding • Use personalisation Email Best Practice
  42. 42. Create Content That Closes Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  43. 43. What To Segment On? • Persona • Age • Job title • Gender • Seniority • Lifecycle stage • Company • Organization type • Industry • Past purchases • Products • Size • Behavior • Pages visited • Purchase cycle • Number of conversions
  44. 44. • Posts • Jobs • Survey • Week’s • E-Newsletter • Issue • Digest • Bulletin • Edition • Giveaway • Tips • Video • News • Monthly • Headlines • Latest • Updates
  45. 45. Blogs convert.
  46. 46. Companies that blog convert 70% more leads than those that don’t blog.
  47. 47. • Multiple posts around one offer • Optimize old posts with new CTA • Align your offers with your persona’s • Align your offers with your buyers journey Blogging Best Practice
  48. 48. Create Content That Attracts Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  49. 49. Create Content That Converts Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  50. 50. WHAT IS A KEYWORD? Social Media should tie in with all the rest of your marketing efforts!
  51. 51. • Early access for influencers • 70% of new leads find us organically through old offers • Use Amazon style related offers • Use your keywords • Consistent branding Social Media Best Practice
  52. 52. Create Content That Delights Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
  53. 53. The Possible Eyeballs You Can Generate
  54. 54. 5 Measure
  55. 55. Are you aligned with sales?
  56. 56. • Revenue goals • How many Marketing Qualified Leads? • How many Sales Qualified Leads? • What is the current close rate? • Response time to customer questions? • How to respond to complaints? • Social Engagement • How many likes/ Clicks Service Level Agreement
  57. 57. WHAT IS A KEYWORD ? How did you do?
  58. 58. How did you perform on different parts of your campaign?
  59. 59. QUESTIONS?

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