Beth Dunn presented on using inbound marketing to build an audience. She discussed identifying personas like Retiree Renee and Student Sam, setting SMART goals tailored to each persona, and creating targeted content and offers. The goal is to increase metrics like memberships and ticket sales through blogs, landing pages, and offers that appeal directly to specific personas. Questions were invited at the end.
This is a presentation I gave at Rocky Mountain Promotional Products Regional Association on networking at events as well as linkedin. The stories and details are delivered live but this is a good overview of the content.
Powerful LinkedIn Strategies for Small Businesses by Maggie BarrKat & Mouse Co.
Businesses that have lots of partner relationships, or that sell to other businesses, spend much of their time figuring out who they should contact with search for new customers or opportunties. By using the LinkedIn website, you can find those key contacts easily by simply growing the size of your LinkedIn network, and learning a few search techniques.
Why hire me for your next project? The answer is in this presentation. It helps you get to know who I am, who I want to serve, and how I am different from other digital marketers. It gives you a glimpse into my career goals and my life's ambitions. As always, reaching for the stars requires us to seek a higher quality of life while asking others to join us.
Vivanista Fundraising Summit: Corporate Sponsorship Solicitation Made Easy wi...Vivanista
Whether you have a limited or extensive budget, laying the groundwork for a successful fundraising event isn’t easy. At the Vivanista Fundraising Summit on Saturday November 12th, Brady Hahn (founder of The Nonprofit Effect) led people through all the steps necessary for solidifying this vital partnership- beginning with an assessment of your internal organization then a host of tips to help target and communicate with potential corporate sponsors.
Ask Without Fear! Powerful Secrets To Help Fundraisers Handle ObjectionsBloomerang
Are your board members beating down your door with new donors, eager to ask them for money?
Join Marc Pitman and Jay Love for a discussion on asking for donations and dealing with objections. Marc will draw on his years of experience to present simple & effective fundraising ideas to help you raise lots of money, and Jay will offer best practices in donor retention to make sure you hold onto those supporters!
This is a presentation I gave at Rocky Mountain Promotional Products Regional Association on networking at events as well as linkedin. The stories and details are delivered live but this is a good overview of the content.
Powerful LinkedIn Strategies for Small Businesses by Maggie BarrKat & Mouse Co.
Businesses that have lots of partner relationships, or that sell to other businesses, spend much of their time figuring out who they should contact with search for new customers or opportunties. By using the LinkedIn website, you can find those key contacts easily by simply growing the size of your LinkedIn network, and learning a few search techniques.
Why hire me for your next project? The answer is in this presentation. It helps you get to know who I am, who I want to serve, and how I am different from other digital marketers. It gives you a glimpse into my career goals and my life's ambitions. As always, reaching for the stars requires us to seek a higher quality of life while asking others to join us.
Vivanista Fundraising Summit: Corporate Sponsorship Solicitation Made Easy wi...Vivanista
Whether you have a limited or extensive budget, laying the groundwork for a successful fundraising event isn’t easy. At the Vivanista Fundraising Summit on Saturday November 12th, Brady Hahn (founder of The Nonprofit Effect) led people through all the steps necessary for solidifying this vital partnership- beginning with an assessment of your internal organization then a host of tips to help target and communicate with potential corporate sponsors.
Ask Without Fear! Powerful Secrets To Help Fundraisers Handle ObjectionsBloomerang
Are your board members beating down your door with new donors, eager to ask them for money?
Join Marc Pitman and Jay Love for a discussion on asking for donations and dealing with objections. Marc will draw on his years of experience to present simple & effective fundraising ideas to help you raise lots of money, and Jay will offer best practices in donor retention to make sure you hold onto those supporters!
Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media ...mStoner, Inc.
For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
How to Lead & Manage In Our New Work RealityBloomerang
https://bloomerang.co/resources/webinars/
Kishshana Palmer will show managers and organizational leaders how to ensure they don’t burn(out) their people to achieve organizational outcomes.
Inviting Visitors and Generating Referrals is core to any BNI Chapter. This presentation explains with the help of a live example how we can leverage LinkedIn for BNI.
Why Your Personal Brand Matters on LinkedIn | Talent Connect San Francisco 2014LinkedIn Talent Solutions
From Talent Connect San Francisco, learn how to navigate the new LinkedIn profile page as well as other tools to help you build your personal and professional brand.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
If you are in in the Title and Escrow Services industry you need to check out what educate2earn and Coach JT are doing to help Real Estate Agents and Title Marketing Reps EXPLODE their business!!!
Benchmarking Your Initiatives: Findings from the 2016 Survey of Social Media ...mStoner, Inc.
For the past seven years, CASE, Huron Consulting, and mStoner have worked together on the Survey of Social Media in Advancement, the only longitudinal survey of its kind. In this section, you'll be the first to learn what respondents said about their social media activities in 2015.
How to Lead & Manage In Our New Work RealityBloomerang
https://bloomerang.co/resources/webinars/
Kishshana Palmer will show managers and organizational leaders how to ensure they don’t burn(out) their people to achieve organizational outcomes.
Inviting Visitors and Generating Referrals is core to any BNI Chapter. This presentation explains with the help of a live example how we can leverage LinkedIn for BNI.
Why Your Personal Brand Matters on LinkedIn | Talent Connect San Francisco 2014LinkedIn Talent Solutions
From Talent Connect San Francisco, learn how to navigate the new LinkedIn profile page as well as other tools to help you build your personal and professional brand.
Continue your talent acquisition transformation at Talent Connect 365: http://linkd.in/1z8YEaf
If you are in in the Title and Escrow Services industry you need to check out what educate2earn and Coach JT are doing to help Real Estate Agents and Title Marketing Reps EXPLODE their business!!!
How to Conquer Inbound Marketing on a Startup BudgetNextiva
Inbound Marketing is a critical component in your customer acquisition strategy.
Companies like HubSpot, Slack, and Drift have achieved massive growth by mastering the art of inbound marketing.
So can you.
The beauty of inbound marketing is that you don't need a ton of fancy tools or ridiculous budget to make a major impact on sales and revenue growth.
On the flip side - inbound marketing can become costly and challenging if you don’t know what you’re doing or where to allocate your budget.
SmartBug Media superstar Jen Spencer is here to save you from your headaches.
This webinar is going to teach you how to conquer inbound marketing on a startup budget. Jen will discuss strategies and plans to conduct inbound marketing successfully and effectively.
What You’ll Learn
- How to create a low-cost inbound marketing playbook.
- How to be more efficient and effective with inbound marketing.
- Staying true to your brand while staying on a budget.
- Using analytics to refine your strategy and measure success.
- How to leverage free tools and channels to reach and wow your audience.
Join SmartBug Media’s VP of Sales and Marketing, Jen Spencer, and Nextiva Director of Demand Generation, Gaetano DiNardi, as they walk you through their playbooks for conquering inbound marketing on a startup budget.
Marketing Yourself for Your Next Career Opportunity ClearedJobs.Net
Finding your next job will involved determine your brand and how to communicate this to future employers.
But there are some key steps to remembers such as what is your brand? what has your brand done over your career? How has it been communicated to past and current employers?
All of these will have an impact on your job search.
Sharing your brand on Facebook. How do you do it? What are Facebook insights? How do you optimize your Facebook page? Do you need a Facebook page or a profile for your business?
This PowerPoint presentation shows you how to get a regular constant stream of warm qualified referrals and what to do and say at Business Networks that will get you noticed and listened to. Please take a look and let me know what you think. I sincerely hope it helps you take your business to the next level.
Young Jewish Leadership Council of Boston presentation on online marketing strategy for non profits focusing on search engine optimization (SEO), pay per click (PPC) advertising, lead generation & social networking from Boston SEO Josh Fialkoff.
How to be More Effective in Your Fundraising/Marketing Job!The Nation
If you want to be more effective in your current fundraising job you should review this presentation. We provide information on how to gain the skills to be effective at fundraising via social media and online sites.
Presentation sponsored by the Southern Marin Moms Club for those looking to create a compelling personal brand online and offline, learn best practices for networking, and develop a powerful and comprehensive LinkedIn profile.
Corporate or Non-Profit PR Career Pathways: What's the Best Fit for You? Aeris Communications
A dynamic keynote address given by Steve R. Smith '89, MS '93 and Kevin R. Petschow '81 to faculty and students at COM Week 2014 hosted by the School of Communication at Illinois State University.
Marketing & Brand Awareness presentation by Liberty County Chamber/CEO, Leah Poole and City of Hinesville Public Relations Director, Brittany Denney, from the June 2017 Lunch & Learn Workshop.
6. Search
engines, blogging and
social media have
fundamentally
transformed the way
people spend their
money.
Brian Halligan
HubSpot Co-founder & CEO
6
7. But most organizations
still use outdated
marketing methods
that people
find intrusive
and screen out.
Brian Halligan
HubSpot Co-founder & CEO
7
8. Audiences everywhere
are tough.
They don’t have time to
be browbeaten by
old fashioned
advertising.
Craig Davis
Chief Creative Officer
J. Walter Thompson
18. Who Is Your Current Persona?
1 Survey your current list
2 Talk to your box office volunteers
3 Interview a few active members
4 Look at whatever data you have
19. Questions To Answer
1 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 to
5 buying from you?
20. Questions To Answer
1 Male or female?
2 Age? Education?
3 Income level?
4 What restaurants do they enjoy?
5 What TV shows do they watch?
21. Persona Profile Checklist
Persona Detail Questions to Ask
Role 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), Education
Shopping How do you prefer to interact with vendors? (email, phone, in
Preferences person)
Do you use the internet to research vendors or products? If yes,
how do you search for information?
22. 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.
23. 2. Make It Fictional
Marketing Mary
VP, Director, or Manager of Marketing
Small or Mid-Sized Company
24. Retiree Renee
Retiree Renee
67, lives in Harwich
2 kids, 5 grandkids
Active, educated, professional
25. Student Sam
Student Sam
Nauset Sophomore
15 years old
Active in drama club and band
26. Grandpa Gary
Grandpa Gary
Assisted living in Chatham
Fixed income
Likes cultural outings with friends
31. 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
32. 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].
33. 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.
34. 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.
35. 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.
44. What should we offer?
• A map of nearby activities for kids (Renee)
45. What should we offer?
• A map of nearby activities for kids (Renee)
• Advice on how to give a killer audition (Sam)
46. 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)
47. 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?)
48. REMEMBER
1 Keep It “Inbound”
2 Define Your Personas
3 State Your Goals
4 Create Content and Offers
5 Analyze Your Results
Really here to talk about audience building and fund raising for theaters, but in order to do that we need to get into the nitty gritty of Inbound Marketing. Not here to talk specifically about HubSpot’s software, not into sales, more about the theory and practice of inbound marketing. Software is execution, and that’s up to you. The principles can be applied no matter what software or systems you use.
Notice I say “offers” not “programming.” As a theater, your programming (plays, classes, workshops, ticketed events, etc.) are your “product.” If you were a small business and all you ever talked about was your product, people would think you were a major blowhard. You need to offer content – free content – that is of specific interest and value to your target audience, so that they come to trust and admire you enough to want to invest in your product. Remember, if you were a hardware store, you wouldn’t earn trust by plastering “BUY HAMMERS” all over your website. You’d earn trust by offering helpful advice about how to choose the right hammer for you, how-to videos on how to hand paintings so you don’t kill your plaster, blog posts about what else you can do with a hammer and why a person might want to invest in one (instead of constantly borrowing one from their neighbor). Helpful. Useful. Relevant. Free. And targeted to the type of people you know would be the right audience for you. So the first thing we need to do is identify our target personas. Only then can we create content that will turn them on.
Blogging helps you show up on top of search engine results like nothing else. Fact. Nothing else even comes close. You want to rank for “Cape Cod Children’s Theater? Blog about it twice a week for the entire off-season. Watch what happens.
Image http://www.flickr.com/photos/netzkobold/http://themetricsystem.rjmetrics.com/2010/01/26/new-data-on-twitters-users-and-engagement/RJMetrics January 26, 2010
One of the common mistakes companies and organizations make is to not narrow down their target enough. They try to be all things to all people, and thereby they often turn off (or just come off as vague and untrustworthy) to the very target population who should be raving about them. A narrow focus will get you a solid base of adoring fans. A broad focus will get you a semi-reliable pool of tepid attendees. Which would you rather have: fans or attendees? Which is more likely to become a member, donate to your annual fund, remember you in their will? Exactly.
And by identify your target persona, I mean really get into brass tacks about who this person is. Remember, you’re developing a composite sketch of a fictional character. It’s just like preparing for a role. Do some research, and then create a rich backstory.
You’re theatre people. You can do this.
You’re theatre people. You can do this.
At the end, I can give you links to the HubSpot Persona Workbook, which can walk you through the process in excruciating detail. Just ask me for the link at the end.http://www.hubspot.com/free-template-creating-buyer-personas/
You might have very solid reasons for focusing on one of these target personas. Remember, you did your research by asking who was already a big, big fan of yours. Start there – not with the people you WISH were your fans.
marketing maryowner ollieenterpriseerininternet ian
marketing maryowner ollieenterpriseerininternet ian
marketing maryowner ollieenterpriseerininternet ian
marketing maryowner ollieenterpriseerininternet ian
Write. It. Up. Present your personas to your entire team. Talk about them as if they were real (because they are).
Now you’re ready to define your goals.
I like to use the SMART framework for setting marketing and fundraising goals. It helps you focus on goals that are achievable, measurable, and realistic. All good things.
SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
SMART is an acronym that stands for:(go through terms)Specific – is it tied to a number? Is the criteria simple?Measurable – Is it easy to understand if I am achieving this goal, or on track to achieve this goal?Attainable – Given the resources I have available to me (this could mean time, money, or something else), can I actually achieve this goal?Relevant – Is this goal relevant to an overall end result or higher level goal? Is it realistic to assume that if I perform the desired steps that I can achieve these results?Timely – is there a deadline around the goal – a specific time frame I want to achieve it in?
Now you have your target personas and your goals – who you’re targeting and what you want them, ultimately, to do. Now for figuring out how to get them to do it.
Difference between content and offer. Content is something you consume while you’re sitting at your computer. A blog post, a video. An offer is something of actual value that you get FOR FREE. It’s a GIFT. But of course you don’t actually get it for free, because it turns out you want it so much (it’s so compelling to you, the target persona), that you’re willing to fork over some personal info to get it. Therefore, OFFERS lie behind FORMS. The data you gather on forms allows you to better understand and segment your target personas, and to get better and better at giving them the stuff that they like. It is NOT just so that you can “build your list.”
Basically, a link to a landing page with a form on it. Once they fill out the form, that triggers an automatic email that gives them the Thing.
-when you’re not working on Visits-specific strategies, you can use these automatic email marketing campaigns to economize your time
Really here to talk about audience building and fund raising for theaters, but in order to do that we need to get into the nitty gritty of Inbound Marketing. Not here to talk specifically about HubSpot’s software, not into sales, more about the theory and practice of inbound marketing. Software is execution, and that’s up to you. The principles can be applied no matter what software or systems you use.