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Persona Driven
Inbound Marketing.
Mike Ewing, Consulting Team Lead @ HubSpot, Author, Inbound Commerce: How To Sell Better Than Amazon @inboundcommerce
Kieran Flanagan @searchbrat “Highly motivated marketing geek high on data crack.”
Inbound Marketing Intro
Understanding Buyer Personas
How To Research Buyer Personas
2
3
5
Today’s Agenda
1
Building Your Content Blueprint
6 The Buyers Journey
Our Inbound Marketing Methodology
Source - http://www.hubspot.com/products/inbound-marketing/
for how your customers
buy today
Have a Need
65% Europeans 88% UK B2B
Research Options
Research Options
Trust
Networks
They like to educate themselves
rather than speak with a sales person
60% of the sales cycle is over – before a buyer talks to your salesperson. Corporate Executive Board: bit.ly/zub217
Convert
Retain Customers
Retain
Your consumer has changed,
They are in control.
Don’t Interrupt
Be What’s Consumed
Inbound Marketing is the art of creating persona driven marketing across your entire funnel.
@Searchbrat
“
”
INBOUND MARKETING = CONTENT + CONTEXT.
BUILD MARKETING ASSETS.
Blog & eBooks Tools Photos Videos & Podcasts Presentations
THINK LIKE A MEDIA COMPANY.
IMPACT OF WEBSITE CONTENT ON INBOUND LEADS.
IMPACT OF TOTAL PUBLISHED BLOG POSTS ON INBOUND LEADS.
INBOUND MARKETING = CONTENT + CONTEXT.
CONTEXT IS PERSONAL.
NOT ONE SIZE FITS ALL.
CONTEXT IS PERSONAL, NOT ONE SIZE FITS ALL.
Why?
In 2011 there were over _______ pages on the internet.
But there are only 2.4 billion global internet users.
That means there are 417 web pages for every 1 person.
100 hours of video are uploaded to YouTube every minute.
500,000,000 Tweets sent per day.
Every two days we create as much information as we did from the dawn of civilization up until 2003.
@ericschmidt
“
”
Information
Pollution
Your more likely to survive a plane crash than _______ ?
1 BUYER PERSONAS KNOW YOUR
BUYER PERSONAS 1
White
Buyer Personas
Building Buyer Personas tell us who we are creating content for and why they will buy from us.
What is a Buyer Persona?
Semi- fictional representations of your ideal customer based on real data and some select
educated speculation about customer demographics, behavior patterns, motivations, and
goals.
What is a Buyer Persona?
MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess
Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
Fictional characters that represent your DREAM
customers
Buyer Personas ARE
Buyer Personas are NOT…
Specific real people
Buyer Personas are NOT…
Influenced by changes in technology
Buyer Personas are NOT…
Target markets
Buyer Personas are NOT…
Professional roles
Buyer Personas ARE…
Common behavior patterns
Buyer Personas ARE …
Shared pain points
Buyer Personas ARE …
Universal goals, wishes, dreams
Buyer Personas ARE …
General demographic and biographic information
Buyer Personas ARE …
Not just fluff!
2HOW TO
RESEARCH BUYER
PERSONAS
HOW TO CREATE BUYER
PERSONAS 2
Persona Profile Checklist Persona Detail Questions to Ask
Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for? What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Profile Checklist Persona Detail Questions to Ask
Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for? What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Profile Checklist Persona Detail Questions to Ask
Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for? What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Profile Checklist Persona Detail Questions to Ask
Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for? What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Profile Checklist Persona Detail Questions to Ask
Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for? What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Profile Checklist Persona Detail Questions to Ask
Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for? What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Profile Checklist Persona Detail Questions to Ask
Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for? What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
Persona Profile Checklist Persona Detail Questions to Ask
Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you?
Company What industry or industries does your company work? What is the size of your company (revenue, employees)?
Goals What are you responsible for? What does it mean to be successful in your role?
Challenges What are your biggest challenges?
Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong?
Personal Background Age, Family (married, children), Education
Shopping Preferences How do you prefer to interact with vendors? (email, phone, in person) Do you use the internet to research vendors or products? If yes, how do you search for information?
Brainstorm 7 to 10 people
Interview Prospects
& Customers
Write Personas
(500 – 700)
Find a Photo
Test
Simple Buyer Persona Creation Process
1 2 3 4 5
Researching your Personas
Interview current customers
Research your customers
Use HubSpot lead intelligence
Use data from form fields
Talk to Sales
Interview current customers
1
2
3
4
How to interview your current customers
Best option is to set up in-person meetings
Set up focus group-based interviews
Use GoToMeeting, Join.Me, or other web-based conferencing tool
Telephone interviews
Research your
Customers/Prospects
Can use SurveyMonkey Audience to create a survey way you pay per response.
Survio allows you easily insert surveys into your website or promote them to your audience.
Google has ready made affinity segments now available in Google Analytics.
Can use twtrland.com to look for particular groups of users and look for common data.
Can use Facebook graph search to look for “Marketing Directors” who like HubSpot.
Lead Intelligence
Form fields
Woah!
Wow!
Cool!
Good to know! Yes!
Awesome!
Great!
Talk to sales The biggest problem our
prospects have is…
1 2 3 4 5
Sample questions to ask Sales about Buyer Personas:
What are prospects’ or customers’ biggest objections?
What are the common goals people have or problems they’re trying to solve?
Do you find it’s more effective to contact them by phone, email, etc..
Have you noticed if a particular demographic makes better customers
Anything else!
4Building Your
Content Machine 4
Creating Your Content
Blueprint
”
“ Great content is the best sales tool in the world.
@TheSalesLion
1Getting Buy In
All great Content Marketing plans start with getting people bought into your vision
All great Content Marketing plans start with getting people bought into your vision. You need a really great pitch.
1. Give an overview of your key challenges. Use just the right amount of data. Don’t over complicate things.
2. Show how solving those key challenges will have a real impact on business metrics. Cost and Revenue.
2. Show how solving these key challenges will have a real impact on business metrics. Cost and Revenue. Know the metrics
your boss really cares about
http://bit.ly/1k3cqDC
3. Give high level details on the strategy that will solve all key challenges. Remember your audience.
4. Create a sense of urgency if possible. Competitor envy can be a strong motivator.
5. Know the trends in the market. Include key stats in your presentation to back up your points.
“B2B companies with blogs generate 67% more leads per month on average than non-blogging firms” - source (http://bit.ly/1h79fpQ)
"Inbound marketing delivers 54% more leads in the 2013 marketing funnel than outbound sources" - source (http://bit.ly/1h7bcT0)
"The average amount of marketing budget spent on B2B content marketing is 33%, up from 26% in 2011" - source (http://bit.ly/1bIc6Wv)
1Getting Buy In 2Planning
MARKETING MARY • Professional marketer (VP, Director, Manager) • Mid-sized company (25-200 employees) • Small marketing team (1-5 people) • BComm (BU), MBA (Babson) • 42, Married, 2 Kids (10 and 6) Goals: • Support sales with collateral and leads • Manage company communications • Build awareness Challenges: • Too much to do • Not sure how to get there • Marketing tool and channel mess
Loves HubSpot because: • Easy to use tools that make her life easier • Learn inbound marketing best practices • Easier reporting to sales and CEO
Make use of tools to help you brainstorm what content is right for your buyer personas.
• Google Keyword Planner
• Google Analytics
• Google Suggest
• UberSuggest
• HubSpot Keyword Tool
• Google Trends
• Bottlenose
• SocialCrawlytics
• SEOGadget’s Content Ideas Generator
• Quora
• HubSpot Social Inbox
Keyword Tool being phased out, replaced by Keyword Planner
Keyword Planner
Keyword Planner
UberSuggest
LSI Keywords
Google Trends
Bottlenose
SEOGadget Content Idea
Generator
Google Consumer
Survey
SocialCrawlyti
cs
50eur
Internal Ideas
Content Swipe File
http://offers.hubspot.com/the-little-book-of-remarkable-ideas
Map those content ideas across your funnel to make sure you have the right content for each stage.
Awareness
Evaluation
Purchase
What content ideas are a good fit for your buyer personas in the awareness stage?
What content ideas are a good fit for your buyer personas in the evaluation stage?
PERSONALISE YOUR MARKETING
Strangers Visitors Leads Customers Promoters
Enterprise Erin Owner Ollie
ATTRACT QUALIFIED VISITS
Attract Convert Close Delight
Strangers Visitors Leads Customers Promoters
CONTEXT TO PERSONALISE I’m a new
visitor I’m a lead
CONVERTS INTO QUALIFIED LEADS
Strangers Visitors Leads Customers Promoters
Attract Convert Close Delight
CONTEXT TO SEGMENT I love this
topic
Easily send follow up offer to all people who download this content
CLOSES ACTUAL SALES
Strangers Visitors Leads Customers Promoters
CONTEXT TO SELL MORE
I am ready to be called
3Publishing
CREATE ASSETS IN LOT’S OF DIFFERENT FORMATS.
Blog & eBooks Tools Photos Videos & Podcasts Presentations
Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
Curating Content
Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
Teach people how to do something
Trend for “how to”
Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
Curated
Short Term Traffic
Long Term Traffic
Audience Quality
Virality
Thought Leadership
How to Posts
NewsJacking Lists
Sponsored Content – This is going to add a whole lot more to the information pollution.
OTHER PLACES TO GET CONTENT
Answer People’s FAQ
FAQ
Community
Share data you’ve discovered
Data
Evergreen Content
EXAMPLE 1
EXAMPLE 2
Be funny
Presentations into Slideshares
Getting way more reach out of the work you are doing !!
Close
Recycle
4 Promo-on
THE POSSIBLE EYEBALLS YOU CAN GENERATE.
Content
Distribution Channels
Available Audience
Engagement (CTR)
Engaged Audience
Blog 10,000 6% 3000
Email 10,000 3% 300
Facebook 8000 2.5% 200
TwiDer 1000 0.5% 5
PROMOTE TO YOUR LIST
PROMOTE THROUGH YOUR SOCIAL CHANNELS.
THANK YOU.