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Inbound Marketing Habits: How to Use SHARPER
Thinking and Grow Your Business
Nate Riggs
NR Media Group
November 3, 2015
He...
Ask ORA:
•  offers you a complete resource solution;
•  is the only Ohio foodservice-specific
source for information you ne...
How to Participate Today
•  Open and close your panel
•  View, select, and test your audio
•  Submit text questions
•  Q&A...
Nate Riggs is the Founder and CEO of NR Media Group, a Columbus-
based Inbound Marketing Company and HubSpot Gold Partner....
“Content is king”
@nateriggs | #inboundhabits
Who was the first person to say it?
@nateriggs | #inboundhabits
“Content is King” was the title
of an article published by Bill
Gates on the Microsoft blog in
1996...
@nateriggs | #inbou...
@nateriggs | #inboundhabits
@nateriggs | #inboundhabits
Television viewing
has been 

on a steady decline
since 2008.
@nateriggs | #inboundhabitsSource: Nielsen Ratings / BI Inte...
@nateriggs | #inboundhabits
Image Credit: Luca Bruno / Associated Press 2013
St. Peter's Basilica: 2005!St. Peter's Basilica: 2013!
@nateriggs | #inbo...
In 2015, we carry the internet in our
pants.!
@nateriggs | #inboundhabits
Source: ComScore Mobile Lens 2014
In the U.S., Smartphone penetration
surpassed 72% in 2014.
@nateriggs | #inboundhabits
US homes now hold an average of 

5.7 internet-connected devices per household.
Source: NDP Group survey of 4000 U.S. cons...
By 2018, video traffic will
account for 79% of all consumer
traffic on the web.
Source: 2014 Cisco Visual Networking Index @...
Winning the Zero Moment of Truth - Changing the Rulebook @nateriggs | #inboundhabits
Study: The Digital Evolution in B2B Marketing Conducted by CEB & Google
“Buyers reported being 57% through the buying proc...
•  Prospect experiences
a problem.

•  Searches online 

to frame it up.

•  Names the problem.
•  Searches online for
use...
@nateriggs | #inboundhabits
BUYER PERSONA
A semi-fictional profile of your ideal customer that helps
you understand their de...
@nateriggs | #inboundhabits
•  Surveys
•  Focus groups
•  Online research panels
•  Stakeholder interviews
•  Web analytic...
CONTENT LIBRARY
Collections of useful and relevant video, audio, written
content and downloadable offers, organized
system...
@nateriggs | #inboundhabits
•  Podcast Marketing
•  Video Marketing
•  Blogging
•  Downloadable Offers
•  Social Media
Inbound Habits
How to Get SHARPER Results from Your Restaurant Marketing
@nateriggs | #inboundhabits
OUTBOUND INBOUND
rented lists
direct mail
cold calling
online platform
marketing automation
media content
@nateriggs | #in...
@nateriggs | #inboundhabits
The Inbound Methodology
HABIT
An acquired behavior pattern regularly followed
until it has become almost involuntary.
@nateriggs | #inboundhabits
Stephen R. Covey, Ph.D
1932 - 2012
@nateriggs | #inboundhabits
@nateriggs | #inboundhabits
Charles Duhigg
Winner of the Pulitzer Prize
The New York Times @nateriggs | #inboundhabits
@nateriggs | #inboundhabits
To reach more guests, you must build 

SHARPER inbound marketing habits.
@nateriggs | #inboundhabits
1.  Search behavior
2.  Harness intelligence
3.  Answer questions
4.  Real time
5.  Production metrics
6.  Editorial roadm...
Anyone know AND “Chipotle”
@nateriggs | #inboundhabits
@nateriggs | #inboundhabits
@nateriggs | #inboundhabits
@nateriggs | #inboundhabits
Google Social Search Preview: 2012
@nateriggs | #inboundhabits
•  Head: 18.5%
•  Mid: 11.5%
•  Long: 70%
Habit #1
Search behavior
@nateriggs | #inboundhabits
newbrandanalytics.com
@nateriggs | #inboundhabits
Habit #2
Harness intelligence
@nateriggs | #inboundhabits
Case Study: McDonalds Canada: Our Food, Your Questions @nateriggs | #inboundhabits
Case Study: McDonalds Canada: Our Food, Your Questions @nateriggs | #inboundhabits
Habit #3
Answer questions.
@nateriggs | #inboundhabits
Case Study: Jeni’s Icecream @nateriggs | #inboundhabits
Case Study: Jeni’s Icecream @nateriggs | #inboundhabits
Case Study: Jeni’s Icecream @nateriggs | #inboundhabits
Title Text!
Habit #4
Real time
@nateriggs | #inboundhabits
@nateriggs | #inboundhabits
@nateriggs | #inboundhabits
Download the Metrics Map:
bit.ly/inbound-metrics-map
Habit #5
Production Metrics.
@nateriggs | #inboundhabits
@nateriggs | #inboundhabits
Circumstantial
Participation
Voluntary
Participation
Assisted
Participation
Mandatory
Participation
4 TYPES OF CONTENT PAR...
“Your marketing should be so
useful that your customers would
pay for it.”
- Jay Baer, Youtility
Source: Contagious - Why Things Catch, Jonah Berger @nateriggs | #inboundhabits
High Arousal Low Arousal
Positive
Awe
Exci...
Habit #6
Editorial roadmaps.
@nateriggs | #inboundhabits
“Because all of the brands are jumping in
and spewing content, there’s a
deafening noise.”
Jeremiah Owyang
Analyst, The Al...
@nateriggs | #inboundhabits
Case Study: FreedMaxick Twitter @nateriggs | #inboundhabits
Case Study: FreedMaxick Twitter @nateriggs | #inboundhabits
Habit #7
Reach fans
@nateriggs | #inboundhabits
...the long term winners are
those who use the medium to
deliver information and
entertainment.
SHARPER Inbound Marketing ...
Nate Riggs, CEO
NR Media Group
Inbound Marketing Consultants
nate@nrmedia.biz
614-348-2646
Questions?
Upcoming ORA events
November 17th 2:00 - 3:00 pm
Webinar: Managing Employee Online Behavior
December 10th 2:00 - 3:00 pm
W...
Inbound marketing habits  how to use sharper thinking and grow your business” pdf
Inbound marketing habits  how to use sharper thinking and grow your business” pdf
Inbound marketing habits  how to use sharper thinking and grow your business” pdf
Inbound marketing habits  how to use sharper thinking and grow your business” pdf
Inbound marketing habits  how to use sharper thinking and grow your business” pdf
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Inbound marketing habits how to use sharper thinking and grow your business” pdf

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In today’s world, we each carry the world’s knowledge in our pants and purses. As consumers, our uninhibited ability to access information made possible by the proliferation of high-speed broadband, smart mobile devices, and peer-to-peer social networks has forever changed the way we research, consider and ultimately buy the products and services that become a part of our personal and business lives. Research from the Marketing Leadership Council even goes as far as to suggest that approximately 57% of purchase decisions are made prior to the buyer ever communicating with a sales representative.

Listen to this high-energy presentation and open your mind to the philosophies, methodologies and technologies behind Inbound Marketing – a progressive form of marketing that meets this change in consumer behavior head on. Nate’s presentation has been designed to help you shift your mindset, while empowering you to begin the journey of using online content and marketing automation to capture customer attention, build trust and drive qualified customers deep into the purchase funnel.

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Inbound marketing habits how to use sharper thinking and grow your business” pdf

  1. 1. Inbound Marketing Habits: How to Use SHARPER Thinking and Grow Your Business Nate Riggs NR Media Group November 3, 2015 Heartland Payment Systems is the lead sponsor of all RES events. UnitedHealthcare is the co-sponsor of all RES events.!
  2. 2. Ask ORA: •  offers you a complete resource solution; •  is the only Ohio foodservice-specific source for information you need to run your business; and •  is a team that is exclusively focused on the success of your foodservice business. Period. ORA - The Trusted Source for Information Have a question? We’ll help you find the answer.
  3. 3. How to Participate Today •  Open and close your panel •  View, select, and test your audio •  Submit text questions •  Q&A addressed at the end of today’s session •  Everyone will receive an email with a link to view a recorded version of today’s session •  Your feedback is important! You will receive a prompt to complete a survey at the end of the session
  4. 4. Nate Riggs is the Founder and CEO of NR Media Group, a Columbus- based Inbound Marketing Company and HubSpot Gold Partner. ! ! Over the past 15 years, he’s helped a wide range of brands adopt strategies and technologies that evolve their marketing programs to meet a new generation of internet-savvy consumers. ! ! Nate has delivered presentations at hundreds of industry conferences and regularly contributes to major business publications such as the Wall Street Journal, Harvard Business Review, USA Today, Chief Content Officer Magazine and many others. He also leads the Columbus HubSpot User Group, a local learning community of inbound marketers and HubSpot users. ! ! On the side, he teaches on the marketing faculty at the Ohio University College of Business and is an active board member of OU’s Schey Sales Centre, an executive member of Professional Marketing Advisory Board and co-chair of the Student Engagement Committee. !
  5. 5. “Content is king” @nateriggs | #inboundhabits
  6. 6. Who was the first person to say it? @nateriggs | #inboundhabits
  7. 7. “Content is King” was the title of an article published by Bill Gates on the Microsoft blog in 1996... @nateriggs | #inboundhabits
  8. 8. @nateriggs | #inboundhabits
  9. 9. @nateriggs | #inboundhabits
  10. 10. Television viewing has been 
 on a steady decline since 2008. @nateriggs | #inboundhabitsSource: Nielsen Ratings / BI Intelligence: The Future of Digital 2014
  11. 11. @nateriggs | #inboundhabits
  12. 12. Image Credit: Luca Bruno / Associated Press 2013 St. Peter's Basilica: 2005!St. Peter's Basilica: 2013! @nateriggs | #inboundhabits
  13. 13. In 2015, we carry the internet in our pants.! @nateriggs | #inboundhabits
  14. 14. Source: ComScore Mobile Lens 2014 In the U.S., Smartphone penetration surpassed 72% in 2014. @nateriggs | #inboundhabits
  15. 15. US homes now hold an average of 
 5.7 internet-connected devices per household. Source: NDP Group survey of 4000 U.S. consumers @nateriggs | #inboundhabits
  16. 16. By 2018, video traffic will account for 79% of all consumer traffic on the web. Source: 2014 Cisco Visual Networking Index @nateriggs | #inboundhabits
  17. 17. Winning the Zero Moment of Truth - Changing the Rulebook @nateriggs | #inboundhabits
  18. 18. Study: The Digital Evolution in B2B Marketing Conducted by CEB & Google “Buyers reported being 57% through the buying process before engaging a sales rep” @nateriggs | #inboundhabits
  19. 19. •  Prospect experiences a problem.
 •  Searches online 
 to frame it up.
 •  Names the problem. •  Searches online for useful content. •  Consumes media that educates on solutions. 
 •  Identifies providers. •  Narrows the list of providers.
 •  Contacts a human to compare providers.
 •  Decides on a provider.
  20. 20. @nateriggs | #inboundhabits BUYER PERSONA A semi-fictional profile of your ideal customer that helps you understand their demographic and psychographic information and ultimately their behavior.
  21. 21. @nateriggs | #inboundhabits •  Surveys •  Focus groups •  Online research panels •  Stakeholder interviews •  Web analytics •  Social media analytics
  22. 22. CONTENT LIBRARY Collections of useful and relevant video, audio, written content and downloadable offers, organized systematically and made available to customers for free. @nateriggs | #inboundhabits
  23. 23. @nateriggs | #inboundhabits •  Podcast Marketing •  Video Marketing •  Blogging •  Downloadable Offers •  Social Media
  24. 24. Inbound Habits How to Get SHARPER Results from Your Restaurant Marketing @nateriggs | #inboundhabits
  25. 25. OUTBOUND INBOUND rented lists direct mail cold calling online platform marketing automation media content @nateriggs | #inboundhabits
  26. 26. @nateriggs | #inboundhabits The Inbound Methodology
  27. 27. HABIT An acquired behavior pattern regularly followed until it has become almost involuntary. @nateriggs | #inboundhabits
  28. 28. Stephen R. Covey, Ph.D 1932 - 2012 @nateriggs | #inboundhabits
  29. 29. @nateriggs | #inboundhabits
  30. 30. Charles Duhigg Winner of the Pulitzer Prize The New York Times @nateriggs | #inboundhabits
  31. 31. @nateriggs | #inboundhabits
  32. 32. To reach more guests, you must build 
 SHARPER inbound marketing habits. @nateriggs | #inboundhabits
  33. 33. 1.  Search behavior 2.  Harness intelligence 3.  Answer questions 4.  Real time 5.  Production metrics 6.  Editorial roadmaps 7.  Reach audiences @nateriggs | #inboundhabits To reach more guests, you must build 
 SHARPER inbound marketing habits.
  34. 34. Anyone know AND “Chipotle” @nateriggs | #inboundhabits
  35. 35. @nateriggs | #inboundhabits
  36. 36. @nateriggs | #inboundhabits
  37. 37. @nateriggs | #inboundhabits
  38. 38. Google Social Search Preview: 2012 @nateriggs | #inboundhabits •  Head: 18.5% •  Mid: 11.5% •  Long: 70%
  39. 39. Habit #1 Search behavior @nateriggs | #inboundhabits
  40. 40. newbrandanalytics.com @nateriggs | #inboundhabits
  41. 41. Habit #2 Harness intelligence @nateriggs | #inboundhabits
  42. 42. Case Study: McDonalds Canada: Our Food, Your Questions @nateriggs | #inboundhabits
  43. 43. Case Study: McDonalds Canada: Our Food, Your Questions @nateriggs | #inboundhabits
  44. 44. Habit #3 Answer questions. @nateriggs | #inboundhabits
  45. 45. Case Study: Jeni’s Icecream @nateriggs | #inboundhabits
  46. 46. Case Study: Jeni’s Icecream @nateriggs | #inboundhabits
  47. 47. Case Study: Jeni’s Icecream @nateriggs | #inboundhabits
  48. 48. Title Text!
  49. 49. Habit #4 Real time @nateriggs | #inboundhabits
  50. 50. @nateriggs | #inboundhabits
  51. 51. @nateriggs | #inboundhabits Download the Metrics Map: bit.ly/inbound-metrics-map
  52. 52. Habit #5 Production Metrics. @nateriggs | #inboundhabits
  53. 53. @nateriggs | #inboundhabits
  54. 54. Circumstantial Participation Voluntary Participation Assisted Participation Mandatory Participation 4 TYPES OF CONTENT PARTICIPATION @nateriggs | #inboundhabits
  55. 55. “Your marketing should be so useful that your customers would pay for it.” - Jay Baer, Youtility
  56. 56. Source: Contagious - Why Things Catch, Jonah Berger @nateriggs | #inboundhabits High Arousal Low Arousal Positive Awe Excitement Amusement (humor)
 Contentment Negative Anger Anxeity
 Sadness Arousal Increases Social Transmission of Information
  57. 57. Habit #6 Editorial roadmaps. @nateriggs | #inboundhabits
  58. 58. “Because all of the brands are jumping in and spewing content, there’s a deafening noise.” Jeremiah Owyang Analyst, The Altimeter Group “So, the one way to cut across that is to advertise and make your content shine higher.” @nateriggs | #inboundhabits
  59. 59. @nateriggs | #inboundhabits
  60. 60. Case Study: FreedMaxick Twitter @nateriggs | #inboundhabits
  61. 61. Case Study: FreedMaxick Twitter @nateriggs | #inboundhabits
  62. 62. Habit #7 Reach fans @nateriggs | #inboundhabits
  63. 63. ...the long term winners are those who use the medium to deliver information and entertainment. SHARPER Inbound Marketing Habits @nateriggs | #inboundhabits 1.  Search behavior 2.  Harness intelligence 3.  Answer questions 4.  Real time 5.  Production metrics 6.  Editorial roadmaps 7.  Reach fans
  64. 64. Nate Riggs, CEO NR Media Group Inbound Marketing Consultants nate@nrmedia.biz 614-348-2646 Questions?
  65. 65. Upcoming ORA events November 17th 2:00 - 3:00 pm Webinar: Managing Employee Online Behavior December 10th 2:00 - 3:00 pm Webinar: Responsible Service of Alcohol January 24th & 25th North American Pizza & Ice Cream Show (NAPICS), downtown Columbus January 25th 9:30 am - 12:00 pm Ohio Restaurant Association Safety Seminar Check www.ohiorestaurant.org/res for future free ORA RES events as well as recordings from past RES events! Heartland Payment Systems is the lead sponsor of all RES events. UnitedHealthcare is the co-sponsor of all RES events.

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