Toronto HUG Digital Marketing in an Inbound World
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This document discusses inbound marketing and how it has become more important as consumer behaviors have changed. It outlines the key principles of inbound marketing, which focus on providing valuable content to attract and engage customers organically rather than interrupting them with ads. The presentation recommends marketers assess their inbound marketing performance across seven key activities and provides a self-assessment scorecard to help evaluate how well their strategies align with these inbound principles. It emphasizes that company culture must support inbound ideals like being helpful, transparent and adaptable in order to successfully connect with modern consumers.
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Toronto HUG Digital Marketing in an Inbound World
- 1. Digital Marketing in an Inbound World. (What’s your score?) #TorontoHUG Steve Haase Senior Marketing Consultant @HubSpot @SteveHaase
- 2. Steve Haase Inbound Marketing Consultant, HubSpot eCommerce Team
- 3. AGENDA 1 What Is Inbound Marketing? 2 How to Do it. 3 Your Score. 4 Final Thought.
- 6. #TorontoHUG
- 7. MARKETING HAS A lovability PROBLEM. Car Salesman Stockbrokers Lobbyists Lawyers Marketers Less Lovable More Lovable #TorontoHUG
- 8. Q: PEOPLE USED TO LOVE ME…right?
- 11. The way we live has changed.
- 13. Office Then Now
- 17. The old marketing playbook is BROKEN. 86% 91% skip TV ads unsubscribe from email 44% of direct mail is never opened 200M on the Do Not Call list
- 18. NO ONE WAKES UP AND SAYS: “I want to see an ad.”
- 19. SO WHY DO MARKETERS WAKE UP AND SAY: “Let’s make an ad”?
- 20. In order to attract customers, marketers have to provide them with something they will love.
- 21. TRADITIONAL INBOUND vs. Cold Calling Cold Emails (Spam) Interruptive Ads Marketer - Centric Social Blogging Interactive Experiences Customer - Centric
- 22. 2 HOW TO DO IT.
- 23. 7 Benefits.
- 24. Spend Less
- 25. Spend Less
- 26. Spend Less
- 27. Be Relevant
- 29. Move Fast
- 30. Move Fast
- 31. Move Fast
- 32. Mine the Data
- 34. Add Value
- 46. Personalize
- 51. Be Human
- 52. “I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.” ― Maya Angelou
- 53. 7 Activities. • Spend less • Be relevant • Move fast • Mine the data • Add value • Personalize • Be human
- 54. 3 YOUR SCORE.
- 55. How Are You Doing? • Spend less • Be relevant • Move fast • Mine the data • Add value • Personalize • Be human
- 56. Scale • 30 - 35 = Beast Mode • 22 - 29 = Cautiously Excellent • 16 - 21 = Pretty Okay • < 15 = Outbound Marketer
- 57. 4 FINAL THOUGHT.
- 58. Culture
- 59. “Culture is the tectonic movement of your business. It happens deep below the surface… and it influences everything.” @SteveHaase
- 62. Thank You! Review for examples at bit.ly/TorontoHUG or blog.hubspot.com/ecommerce And be sure to join the inbound discussion online by following @HubSpot and @SteveHaase
Editor's Notes
- Working on her website to test these principles in real time.
- 4. Specifically focusing on culture elements of your business.
- Short answer, anyone? Marketing people love.
- Another way to view inbound marketing: We want to attract strangers, etc.
- http://www.gallup.com/poll/151460/record-rate-honesty-ethics-members-congress-low.aspx
- Social, Freemium model, Google
- Add zigzag from heart to magnet
- Before the how, let’s talk about the WHY? Get responses: what are the benefits of inbound marketing through digital over traditional? Why are we doing digital instead of traditional?
- Less expensive to invest in (you’re in charge, not radio station), you’ll experience growth over time from content (show blog traffic chart), and inbound leads are 61% cheaper than outbound. Test things out exceedingly cheaply.
- Less expensive to invest in (you’re in charge, not radio station), you’ll experience growth over time from content (show blog traffic chart), and inbound leads are 61% cheaper than outbound. Test things out exceedingly cheaply.
- More relevant: the channels + info + relationships that matter for your end user. Product reviews will increase on-page conversions by 30%. Study by the Pew Trust found 87% of North American adults access the internet.
- 100x the traffic from a lightly promoted post that went viral on FB
- Faster moving to change: you can write a blog post about something you just heard on the news (newsjacking or real time marketing. Sitstay example)
- Data rich. you get data: either personal or general, find out what works and what doesn’t. Show Conversion Assists screenshot
- Do you know which pages are converting the most customers? Which ones are assisting? Why is that? Do more like that.
- Add incremental value prior to the sale. Searchers want information, expect that kind of power and access. Are you giving it to them? Are you adding incremental value up to the sale, or just asking for it outright? Akin to asking for marriage on the first date. Be the other half of their heart in this picture.
- 47% conversion rate.
- Personalize it! Your website should not be the same for new visitors as it is for customers. Acknowledge the relationship, that’s what inbound is all about. Screenshot of Persona tool.
- More human. The power of ideas and the spirit of generosity.
- Show each of the areas on the screen, ask to grade themselves on 1-5 for each area.
- I’ve shown you examples, told you where to look, gave you some time for self-reflection. What else is there? Culture.
- I’ve shown you examples, told you where to look, gave you some time for self-reflection. What else is there? Culture.
- Culture isn’t about parties and pizza day.
- Comes from the top, but we all influence it. You need great culture to do great, human, remarkable marketing.
- You can be great even if covered in mud, but it’s harder. Make a more profound impact. Better to create a great culture.
- End presentations with an easy call-to-action.