Learn about getting found and converting more online traffic into customers and how to analyze your results for continuous improvement. This presentation was adapted and used to drive a workshop for SMEs in Scotland's Highlands & Islands area. A copy of the handout can by found by searching for 'Inbound Marketing Content Workshop'
Understanding UAE Labour Law: Key Points for Employers and Employees
Inbound Marketing - Get Found by More Customers (Inverness HIE Event)
1. Grow with Inbound Marketing:
Spend 60% Less on Leads for
Customer Acquisition
Kirsten Knipp
Director, Product Evangelism, HubSpot
@kirstenpetra
June 15, 2011
19. Define your „Persona‟
• What are their goals and aspirations?
• What motivates and inspires them?
• What are their problems/pains/obstacles?
• How do they consume information (on- and offline)?
• What/who influences their buying decisions?
• What's important to them?
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20. Draw People Down the Funnel
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
1) Different depth & value of content at each stage
2) Different willingness to share personal data at each stage
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21. Content for Suspects
Just Browsing, Attract Me …
Draw them in with optimized & FREE content
• Blog Posts
• Short Videos
• Fun Testimonials
• Any Short Form Content
• Other
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22. Content for Prospects
I’m Learning More, Help me Research?
Give mid-weight content, for the price of „staying in touch‟
Get an email address …
• Tips
• Checklists
• Curated list of „best blogs‟
• Low touch tools (graders)
• Contests
• Other
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23. Content for Leads
Interested, Help Solve my Problem …
Remarkable content or offers, in return for details (full form)
• eBooks & White Papers
• Webinars
• 30-Minute assessments
• Free Trials
• Demo Request / RFP
• Other
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40. What Gets Shared?
Rarely Frequently
Shared Shared
• Product info • New data
• Free trials • Funny videos
• Software documentation • Top-notch posts
41. Content is King Across Channels
“More brands are trying to work out how to drive
their social strategies … research shows the
complementary roles the two sites [Facebook &
YouTube] can take.
Key findings are that brands advertising on
YouTube and Facebook benefit from the attributes
of each, while content is the driving force for
whether users share or ‘like’ a brand.”
-Bruce Daisley, UK Head of YouTube & Google Display
44. How Can Sharing Deliver Leads?
Blog Post
Tweet
Orchestra uses 10 FREE business tools to run our
business. Check it out: http://bit.ly/8Wrel
Joint effort Email from
discussion Website Form
We’ll mention you, you mention us ...we have a free tool, can you mention our
website and product?...
Partner Mention in
Links Newsletter
Unique Hubspot tokenized URL
$ Web Lead
via CTA
Lead Source: Newsletter via Hubspot Token
Traffic to
Orchestra.com
Courtesy of
HubSpot Customer:
55. Qualitative: Blog & Brand-Social Reach
Recognition | Industry Websites Thought Leadership Status
Web 2.0 Penetration
Recognition | Industry Leaders
Courtesy of
HubSpot Customer:
66. Developing a Content Plan for Your Funnel
SUSPECT: Just Browsing, Attract Me
PROSPECT: Learning More
LEAD: Interested
Nurture & Engage
1) Different depth & value of content at each stage
2) Different willingness to share personal data at each stage
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67. Inbound Workshop – Use Handout
1. Form Group & Pick Company
2. Develop Persona & Content Strategy
3. Create Content Idea Backlog
1. Suspect – think blog topics
2. Prospect – think checklists, tutorials
3. Lead – think eBook, assessment, trial
4. Discuss Next Steps
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