The slides from the first Milton Keynes HUG (HubSpot User Group) from June 2016.

1. Welcome To The MKHug
1st June 2016

2. What is a HUG?
An environment where business owners and
marketers come to learn and grow
Bi-Monthly Meetups
Sponsored by HubSpot
Online community with LinkedIn & Facebook groups

3. Sales & MarkeHng Has Changed
An Introduc2on to Inbound Sales &
Marke2ng

4. TradiHonal MarkeHng
Cold Calling
Spam
Email
Interrup3ve Ads
Junk Mail
Marketer
Centric

5. TradiHonal Sales
The Salesperson Held All The Power
What’s Included
How much it costs
CompeHtor comparisons
Who else is using the offering

6. But now the power in the buying and selling
process has shiCed from the seller to the buyer

7. Think About It!
When you have an a problem, what do you do?

8. Lightbulb!
If buyers have changed the way that they research and
buy, shouldn’t I change the way that I market and sell?

9. Inbound MarkeHng
Inbound Marke3ng is about crea3ng marke3ng
that people love, need and search for!

10. Inbound Methodology

11. AMract

12. Know who you’re trying to aMract!
The Buyer Persona
Semi-fic3onal
representa3ons of your
ideal customer based
upon real data and
some select educated
specula3on about
customer
demographics,
behaviour paLerns,
mo3va3ons and goals.

13. Write Content For The Buyers Journey

14. Convert

15. CTA - Call To AcHon

16. Landing Pages

17. Landing Page OpHmisaHon

18. Close

19. CRM System
Gather as much data
about your prospect/client
as possible
Enables you to put context
to your sales & markeHng
Allows you to track your
sales pipelines and remind
you of sales tasks
HubSpot offer a free CRM
- www.hubspot.com/crm

20. Email
Send content that matches their stages and
nurtures them down the buyers journey
Awareness
Videos
Blog Posts
Slideshares
Free Tools
eBooks
Consideration
Webinars
Case Studies
FAQ Sheets
Whitepapers
Reviews
Decision
Free Trials
ROI Reports
Product Demos
ConsultaHons
Quotes

21. Delight

22. Delight
Serve content that’s relevant to your customer
Every interacHon with a client is an opportunity to
impress your client
Listen to the problems and ask about their experience
Serve, delight & educate them

23. Hotjar Example

24. Inbound Sales
Inbound sales transforms sales to match the way
people buy

25. Inbound Selling Philosophies
Inbound sales teams base their whole strategy on the
buyer rather than the seller
Inbound salespeople personalise the enHre sales
experience to the buyers context

26. Step 1. Define The Buyers Journey
If the seller can’t add value at each stage of the buyer’s journey
beyond the informa3on that the buyer can find on their own,
then the buyer has no reason to engage with the salesperson

27. Understanding the Awareness Stage
How do buyers describe their goals or challenges?
How do they educate themselves on these goals and
challenges?
What are the consequences of inacHon by the buyer?
Are there common misconcepHons buyers have about
addressing the goal or challenge?
How do buyers decide whether the goal or challenge
should be prioriHsed?

28. Understanding the ConsideraHon Stage
What categories of soluHons do buyers invesHgate?
How do buyers educate themselves on the various
challenges?
How do buyers perceive the pros and cons of each
category?
How do they decide which category is right for them?

29. Understanding the Decision Stage
What criteria do buyers use to evaluate the available
offerings?
What do they like about your offering compared to
the alternaHves?
Who needs to be involved in the decision? How does
each of their perspecHves on the decision differ?

30. Step2: Build a sales process that supports
the buyers journey

31. IdenHfy
Legacy Inbound
Identify
Unaware of which buyers are
acHve in a buying journey and
idenHfy buyers they believe are
a good fit for their offering and
star calling those buyers
randomly
PrioriHse buyers that are acHve
in the buying journey and use all
of the clues available to them to
determine who might need their
service

32. Connect
Legacy Inbound
Connect
Focus their prospecHng efforts
on cold emails and cold
voicemails that highlight the
same pitch and enHce the buyer
with an offer to see a
presentaHon
Leads with a message
personalised to the buyers
context. They develop trust with
buyers by showing a genuine
interest in helping

33. Explore
Legacy Inbound
Explore
TransiHon into sales
presentaHon the moment a
buyer expresses interest and
reverts to a generic presentaHon
outlining informaHon buyers
already have access to
TransiHon into exploratory mode
when a buyer expresses interest
and leverages it in order to
develop addiHonal trust and
uncover deep buyer goals
through a conversaHon

34. Advise
Legacy Inbound
Advise
Deliver the same presentaHon
and same case studies to all
buyers and revert to “Auto-pilot”
and deliver the same standard
presentaHon
Tailors the presentaHon to the
buyers context, leveraging the
informaHon gathered during the
exploratory process

35. Summary
Inbound sales and markeHng aligns the company with
the prospecHve customer
It aligns your markeHng department/processes with
your sales department/processes
It takes away the fricHon and mistrust oben
associated with the sales process

36. Further Resources
HubSpot.com/crm
hubspot.com/sales
hubspot.com/sales/sales-training
hotjar.com
Klood Staff!

37. Tackling Social Media
And ROI
1st June 2016

38. • How and why social media is important for Digital Marke2ng
• Why you shouldn’t expect to see tradi2onal ROI
• Why that’s not necessarily a bad thing

39. “Digital marke2ng
is like managing a
football team”
T. A. Minall

40. It’s all about the bigger
picture.

41. “The way a team plays as a
whole determines its success.
You may have the greatest
bunch of individual stars in the
world, but if they don't play
together, the club won't be
worth a dime.”
Babe Ruth

42. Understand your capabili2es.

43. Put players in their right posi2ons.

44. You can’t have a team of 11 strikers.

45. Who plays where?

46. The Customer Journey To Online Purchase - Think With Google

47. Social media is a playmaker.

48. Why?

49. Frequency
Visual Nature
User Mindset

51. We underes2mate the amount
of 2me it takes for a customer
to purchase

52. Average Minute of Opening Goal
30

53. Average No. of passes per game per team
400

54. Average number of passes per team before opening goal
133

55. It’s the same for customers.

56. What does it all mean?

57. Don’t judge a midfielder on
shots, shot accuracy and goals.

58. Judge them on passes (referrals),
pass accuracy (quality of
referrals) and assists (…assists).

59. HOWEVER…

60. There is no ‘right’ way to
approach digital
marke2ng.

61. Lessons learned:
• Focus on the team winning
• Understand the role each
channel plays
• Play to your strengths
• Communicate channel value
to managers and clients
• Judge channels on the right
metrics

62. Thanks.

63. The Importance of SEO within
an Inbound MarkeHng Strategy
1st June 2016

64. 3 ObjecHves

65. What is SEO?

66. Why is it so important?

67. What should I do?

68. What is inbound?

69. What is inbound?
We’ve already covered this…

70. Inbound Methodology

71. So what is SEO?

72. First of all…

73. What SEO isn’t.

76. What SEO isn’t.

79. What SEO isn’t.

81. Despite what Google says….

83. What SEO is.

84. What SEO is.

85. It’s hard
work.

86. What SEO is.

88. It takes Hme.

89. What SEO is.

91. It’s all about the end user.

92. But what actually is SEO?

93. – Wikipedia
Search engine op-misa-on (SEO) is the
process of affec-ng the visibility of a
website or a web page in a web search
engine's unpaid results — o@en referred to
as "natural," "organic," or "earned" results.”

94. SEO Quadrant

95. On-Page

96. On-Page
(more technical factors)

97. Off-Page

98. Off-Page
(signals not controlled by the site)

99. Content

100. Content
(blogs, graphics, video, etc)

101. Social Signals

102. Social Signals
(slightly less important)

103. Why is SEO so important?

105. – Amit Singhal, Senior Vice President of Google Search
“Google gets over 100 billion searches a
month.”

106. So the market
potenHal is huge.

108. There’s an old joke in
the SEO industry…

109. …the best place to
hide a dead body is on
page 2 of Google’s
search results…

110. …the best place to
hide a dead body is on
page 2 of Google’s
search results…
…or on page one of Bing

111. – PreMy much every SEO, ever
“The higher you rank, the more traffic
you get.”

112. So the market size is huge.
And the stats agree…

113. So the market size is huge.
And the stats agree…
hMps://www.advancedwebranking.com/ctrstudy/

115. SEO is arguably more
sustainable than other
channels.

116. Paid media campaigns
Paid campaigns are budget dependant

117. Social campaigns
Social campaigns peak early on but
drive less traffic as -me goes on

118. Email campaigns
Email campaigns vary on database
size & content

119. Disclaimer.

120. I’m not saying don’t use any other
marke-ng channel - but for long-term
traffic genera-on, SEO is o@en the most
appropriate strategy.

121. An Example

122. Canva
Social traffic
Organic search traffic
hRps://designschool.canva.com/blog/content-marke-ng-strategy/

123. What should I do?

124. “It depends.”

125. Smaller Budgets
Read Moz’s Beginner’s Guide to SEO
Do some keyword research
Get a blog & try to write an arHcle once or twice a month
Don’t sell your product
Read our Beginner’s Guide to On-Page OpHmisaHon
Work with your web agency to acHon some of the most
important changes

126. Larger Budgets
Work with an SEO agency/consultant
Look out for cerHficaHons
Ensure content is at the heart of their strategy
Insist on conversion tracking being setup (if not
already)

127. Be careful…

128. Not all SEO companies
are created equal…

129. Watch out for…
Guaranteed ranking promises
Results that happen in a short amount of Hme
Low cost (less than £200 p/m)
They “work with Google”

130. Whatever your budget…

131. …focus on
evergreen content

132. What is
evergreen content?

133. – Pamela Vaughan, HubSpot
“Evergreen content is -meless, canonical,
and valuable.”

134. That means…

135. …posts conHnue to drive traffic…

136. …instead of peaks based on publicaHon date.

137. Some examples…

138. How to/beginner’s guides
How to Run a Marathon
How to Jailbreak your iPhone: The always up-to-date
guide
The Beginner’s Guide to anything

139. Become a curator
12 Great Tools for Project Management
The 10 Best Football Blogs
7 ArHcles to Inspire your Sales Team

140. Checklists
The On-Page OpHmisaHon Checklist
12 EssenHal Steps to Start your own Business
The Moving Home Checklist

141. Share your knowledge
How we Increased our Blog’s Traffic to 1 million Visits
in 12 Months
What we Learned from 436 Sales Pitches
10 ProducHvity Tools we use to Improve Efficieny

142. These are just a few
examples…

143. …so back to the point…

144. SEO is not dead.

146. Despite what Google says….

148. It’s sHll really important.

150. In fact for
SMEs…

151. It’s oben the starHng
point on the path to
purchase.

160. Takeaways

161. Takeaways
SEO is hugely important
Focus on evergreen content
Don’t ignore other markeHng channels
Work with an industry professional or do lots of your
own research

162. Thank You

163. Next MeeHng 7th Sep 2016