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Marketing personas are the starting point of planning inbound marketing. Inbound specialist Richard Strange explains how to get started and gives the toolkit you need to achieve great marketing personas
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RICHARD STRANGE
Situation • Living life at the coal face • Often Late in the buying cycle • Branded Keywords are tough • Overshadowed by the vendor in results • Selling identical products • Leads are location led: UK/regional/local • Dominance of sales not marketing • Co-marketing is a challenge
TRUST CURVE product research stage hard to diff – it’s down to prices and offers
START • Personas • Differentiate • Personality • Demonstrate your Service, Experience and
Sectors
Content • YouTube - transcripts • Optimise pages on solutions • Get decks and pdfs • Rewrite • Reformat, rename, re-brand • Images – rename long tail • Look in Sales’ emails • Webinars – again get vendor • Get vendor to guest blog • Case studies • LinkedIn discussions, vendor portals • Put out lots of help and service content - +
customer services
• Original content • Reviews – you’re at the coal-face • Vendor has:
– product managers – channel managers – territory managers – vertical and bus transformation
• No follow links to the vendor • Simplify blogs for the real people and their
bosses – make it easy to say yes • Get your badges on show • Be the most talked about • Follow the vendor’s calendar • seed content early for upcoming events
and exhibitions
Reformat and Repurpose Content • Vendor website • YouTube - transcripts • Optimise pages on solutions • Get decks and pdfs • Questions in vendor webinars • Rewrite, reformat, rename, re-
brand • Images – rename long tail • Case studies • Put out lots of help and service
content - + customer services
• No follow links to the vendor • Simplify blogs for the real
people and their bosses – make it easy to say yes
• Get your badges on show • Be the most talked about • Follow the vendor’s calendar
Original Sources • Look in Sales’ & Service emails • Collaborate with Vendor
– product managers – channel managers – territory managers – vertical and bus transformation
• Webinars – again get vendor • Get vendor-people to guest blog • Case studies • LinkedIn discussions, vendor
portals • Put out lots of help and service
content - + customer services
• Reviews – you’re at the coal-face
– X vs Y • LinkedIn discussions, vendor
portals • Follow the vendor’s calendar • Seed content early for
upcoming events and exhibitions
• Hire Industry Bloggers and Trade Mag Journos/Editors
SEO and keywords • Google page #1
– wiki – youtube – vendor – product url
• Go long, go solutions, go problems • Understand Hummingbird • No follow link exchanges • Bag the product name URL?
Progressive • Use forms to gather intelligence
– for sales – for marketing
• Use TYPs • Ask in email – what to do you
want from us?
PAID MEDIA • Be selective on PPC • Branded keywords – quality score • Consider social media advertising • Content CTAs in trade email newsletters • Mini events – have a content agenda – ask • Consider sponsorship – for content and
building family
PERSONALISE • by industry • product • content on the page
Lead Nurture • Qualify and learn • Use it to show off your
customer service • Don’t jump in too fast
• Use it to show how simple it is working with you
• Show them how you’re different
Social Media • Groups • Twitter – your new PR wire – feed them • Where your customers are • Twitter – follow the vendor • Leverage your whole company
BE INBOUND • Transform your organisation • Whole of company • Whole of channel and customer chain • Be helpful, useful and interesting
Analytics • For ROI and co-marketing – measure • ROI at marketing ‘event’ level • Better qualified sales leads
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