Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certification

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What is inbound all about in the first place? Inbound isn't just a different way of doing marketing, it's a different way of doing business as a whole. Instead of the old interruptive tactics marketing and salespeople used to employ, inbound is about creating a business experience people actually like and want to be a part of. In this class, you'll learn what inbound is, explore the best practices that underlie any successful inbound strategy, and see examples of effective inbound strategies in action. This class provides the foundational knowledge you'll need to be successful with every class moving forward.

Text of Essentials of Inbound Marketing 2014 - Class #1 HubSpot Inbound Academy Certification

  • 1. THE ESSENTIALS OF AN EFFECTIVE INBOUND STRATEGY. Inbound Certication Class #1

2. 1 Why inbound? 2 Fundamentals of inbound success 3 What eective inbound strategies looks like 4 Key takeaways and resources AGENDA 3. WHY INBOUND?1 4. Remember when your mom used to tell you as a child that its inconsiderate and rude to interrupt someone? TWISTEDSIFTER.FILES.WORDPRESS.COM 5. Thats what traditional marketing & sales were all about. 6. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric TRADITIONAL 7. What I clicked: 8. What I clicked: What I wanted: 9. What I clicked: What I wanted: What I got: 10. What I clicked: What I wanted: What I got: 11. What I clicked: 12. What I wanted: What I clicked: 13. What I got What I wanted: What I clicked: 14. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric INBOUND vs. TRADITIONAL 15. What I clicked: 16. What I clicked: What I wanted: 17. What I got: 18. What I got: 19. What I got: 20. What I got: 21. of business decision-makers prefer to get company information in a series of articles versus an advertisement. 80% 22. So what is inbound all about? FLICKR USER WORLDBANK 23. vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric THEN: TRADITIONAL SEO Blogging Attraction Customer - Centric vs. NOW: INBOUND 24. Dont interrupt what people want to consume, be what they want to consume. FLICKR USER X1KLIMA 25. Inbound is about being a part of the conversation.Inbound is about being a part of the conversation. 26. Being part of that conversation means sharing helpful, relevant content with the world*. 27. By creating content specically designed to appeal to your ideal customers, your best prospects will come to you. FLICKR USER DON BURKETT 28. That content acts as a magnet, or beacon, to capture your prospects attention so your potential customers come to you. Thats why its called inbound, after all! FLICKR USER MAX THINKS SEES 29. Information empowers people with the means to make their own choices. Because even if you dont, theyre still going to make those choices anyway and probably wont think of your organization when doing so. 30. So how do we actually do inbound? 31. What that looks like is this: The Inbound Methodology 32. What you dont see written in the methodology is Analyze. Why? Because analysis should be inherent in every single thing you do with your inbound strategy. 33. FUNDAMENTALS OF INBOUND SUCCESS.2 34. Use buyer personas. Know who youre trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyers journey is inbound fuel. Leverage your content. Make that content available for them to nd and to serve your business goals: content distribution is what provides the context to your content. Use the buyers journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyers journey. INBOUND BEST PRACTICES 35. Use buyer personas. Know who youre trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyers journey is inbound fuel. Leverage your content. Make that content available for them to nd and to serve your business goals: content distribution is what provides the context to your content. Use the buyers journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyers journey. INBOUND BEST PRACTICES 36. USE BUYER PERSONAS 37. Your buyer personas are who youre trying to reach. Instead trying to attract, convert, close, and delight all 3 billion people on the internet, focus on those most likely to become promoters. 38. Semi-ctional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals. BUYER PERSONAS 39. Personas help you create the right content.The right content will most eectively attract your ideal visitors, convert them into leads, and close them into customers. Content to attract visitors Content to close customersContent to convert leads FLICKR USER INPRAISEOFSARDINES 40. Do research HOW TO CREATE BUYER PERSONAS 1 2 3 Identify trends Create persona prole stories 41. DO RESEARCH1 42. Buyer personas must be based o of research, not assumptions. FLICKR USER SEEMINGLEE 43. CONDUCTING PERSONA RESEARCH The questions to ask to develop your buyer personas. 44. Persona Detail Sample question to Ask Role What is your job role/role in life? Your title? Company/Organization What industry or industries does your company work/is your role in? Goals What are you working to accomplish? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? Personal Background How old are you? Shopping Preferences Do you use the internet to research vendors or products? SAMPLE PERSONA RESEARCH QUESTIONS 45. . Always focus on the why.. FLICKR USER E-MAGIC Motives, not actions. 46. WHO TO INTERVIEW Your current customers, former customers, prospects and even your co-workers. 47. IDENTIFY TRENDS2 48. Bucket research ndings. FLICKR USER SHEEP R US Patterns and similarities in answers to persona research questions indicate who your personas really are. 49. How much research does it take to create personas? FLICKR USER DEMANDAI As much as it takes to identify trends. Be on the lookout for commonalities and similarities between the types of answers you're getting. 50. How many personas should you have? As many as needed, but if you feel like you have too many, remember to always focus on why. 51. CREATE PERSONA PROFILE STORIES3 52. PERSONA NAMEBACKGROUND: Basic details about personas role, key information about the personas company Relevant background info DEMOGRAPHICS: Gender, age range, HH Income (consider a spouses income, if relevant) IDENTIFIERS: Buzz words & mannerisms GOALS: Personas primary & secondary goal CHALLENGES: Primary and secondary challenge to personas success HOW WE HELP: How you solve your personas challenges & help achieve their goals COMMON OBJECTIONS: ID the most common objections your persona will raise during the sales process REAL QUOTES: Include a few real quotes (taken during interviews) that well represent your persona to make it easier employees to relate to/understand to them. 53. BACKGROUND: Head of HR, married with 2 children (10 and 8) Worked at same company for 10 years; worked up from HR Associate DEMOGRAPHICS: Skews female, age 30-45, suburban, dual HH Income: $140,000 IDENTIFIERS: Calm demeanor, usually assistant screening calls, wants collateral mailed/printed GOALS: Keep employees happy and turnover low, support legal and nance teams CHALLENGES: Getting everything done with a small sta, rolling out changes to the entire company HOW WE HELP: Make it easy to manage all employee data in one place Integrate with legal and nance systems COMMON OBJECTIONS: Worried will lose data moving to a new system, doesnt want to have to train the entire company on it. REAL QUOTES: Its been dicult getting company-wide adoption of new technologies in the past. Ive had to deal with so many painful integrations with other departments databases and software. SAMPLE SALLY 54. Its not enough to know just who youre trying to reach, you also have to know what they want to see. 55. Use buyer personas. Know who youre trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyers journey is inbound fuel. Leverage your content. Make that content available for them to nd and to serve your business goals: content distribution is what provides the context to your content. Use the buyers journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyers journey. INBOUND BEST PRACTICES 56. USE THE BUYERS JOURNEY 57. The Buyers Journey The active research process someone goes through leading up to making a purchase. 58. THE BUYERS JOURNEY 59. THE BUYERS JOURNEY 60. THE BUYERS JOURNEY 61. THE BUYERS JOURNEY 62. THE BUYERS JOURNEY 63. THE BUYERS JOURNEY 64. Use buyer personas. Know who youre trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in the buyers journey is inbound fuel. Leverage your content. Make that content available for them to nd and to serve your business goals: content distribution is what provides the context to your content. Use the buyers journey. Make sure every interaction your persona has with your organization is tailored to where they are in the buyers journey. INBOUND BEST PRACTICES 65. CREATE REMARKABLE CONTENT 66. ContentContextInbound Marketing = Content + Context 67. Your content is your marketing toolkit. Things like blogs, interactive tools, photos/infographics, videos, and eBooks/ presentations work to attract, convert, close, and delight. CONTENT FLICKR USER DAVID | POOLE 68. CONTEXT Context is who youre creating it for: you cant just write any posts, you have to write the right ones those tailored to who youre trying to reach and what theyre interested in. FLICKR USER CINDEESNIDERRE 69. Use buyer personas. Know who youre trying to reach - everything you do must be tied back to your personas are. Create remarkable content. Content that tailored to both who your personas are and where they are in t