inbound marketing fundamentals for success
DESCRIPTION
This was a presentation given to a HubSpot user group around inbound marketing fundamentals.TRANSCRIPT
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Welcome to DFW #InboundMarketingWeek!
Powered by: HubSpot
Thinkhandy
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Welcome Founder of Martin House Brewing Company,
David Wedemeier
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THE ESSENTIALS OF AN EFFECTIVE INBOUND STRATEGY.
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Sarah Bedrick@sbedrick
Program Leader, Introductory Content at HubSpot Academy
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GUESS WHAT?
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IT’S INBOUND MARKETING WEEK!
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IT’S INBOUND MARKETING WEEK!• 60 events happening globally• Hashtag on Twitter is #InboundMarketingWeek
(let’s show them how #DFWInbound does business)
• Everybody here gets 30% off Inbound 2014 tickets! Come see me for details!
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AGENDA
1 What is inbound marketing
2 Why fundamentals?
3 Fundamentals of inbound success
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1 WHAT IS INBOUND MARKETING?
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Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
TRADITIONAL
vs
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MARKETERS HAVE A lovability PROBLEM.
Car Salesman Lobbyists
Marketers
Less Lovable More Lovable
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of business decision-makers prefer to get company information in a series of articles versus in an advertisement.
80%
#InboundMarketingWeek
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A FUNDAMENTAL SHIFT IN THE WAY PEOPLE LIVE, CONSUME, SHARE & CONNECT HAS OCCURED.
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Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
TRADITIONAL
vs
WE NEED TO ADAPT!
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Let’s poll the audience, how would you find…
The best sushi restaurant in Boston, MABest practices for business blogging
How to dye your hair white
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151 billion searches done per month online.
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Cold Calling Cold Emails (SPAM)
Interruptive AdsMarketer - Centric
BloggingOffersHelpful emailsCustomer - Centric
INBOUNDTRADITIONAL
vs
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So does inbound look like in practice?
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What I clicked:
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What I clicked: What I wanted:
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What I got:
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What I got:
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What I got:
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What I got:
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Inbound is a fundamental shiftin the way we do business.
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INBOUND MARKETING IS A FUNDAMENTAL SHIFT IN THE WAY WE CONNECT WITH PROSPECTIVE CUSTOMERS.
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Information empowers people with the means to make their own
choices. Because even if you don’t, they’re still going to make those choices anyway – and probably won’t think of your
organization when doing so.
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Marketingpeople love.
Inbound
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So how do we actually do inbound?
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What that looks like is this:
The Inbound Methodology
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WHY BOTHER WITH FUNDAMENTALS.2
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But wait, what are some fundamentals?
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Getting this right takes an understanding of each buyer persona and their typical path to purchase.
This can help you to identify which keywords to use, and when – along with the type of content you should share and when. What is it?
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FUNDAMENTALS OF INBOUND SUCCESS:
The Buyer’s Journey
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Inbound marketers who are doing the work but still aren’t seeing success, 9 out of 10 times, we find that it’s because they don’t have these…
What is it?
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Buyer Personas
FUNDAMENTALS OF INBOUND SUCCESS:
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If doing this isn’t made a priority, it will be almost impossible to gain any valuefrom inbound marketing or the HubSpot software.
What is it?
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FUNDAMENTALS OF INBOUND SUCCESS:
Content
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Buyer Personas
FUNDAMENTALS OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content
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Nobody was talking about this stuff 3 years ago.
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MARCUS SHERIDAN.• Owned a failing pool
company.• Bought in to inbound
marketing as a last ditch resort.
• Created content, upon content, upon content.
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#InboundMarketingWeek
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If you rememberanything from today, let it be that a strong foundation is necessary.
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FUNDAMENTALS OF INBOUND SUCCESS.3
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Buyer Personas
FUNDAMENTALS OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content
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BUYER PERSONAS1
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Your buyer personas are who you’re trying to reach.Instead of trying to attract, convert, close & delight
all 3 billion people on the Internet, focus on the ones
who will potentially buy.
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Don’t just attract anybody to your website, create the right content that will appeal to the right visitors you’re trying to
attract.
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Semi-fictional representations of your ideal customer based on real data and some select educated speculation about
customer demographics, behavior patterns, motivations, and goals.
BUYER PERSONAS
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Every marketing activity
that you take, moving forward must tie back
to your buyer personas.
#InboundMarketingWeek
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TOP BUYER PERSONA QUESTIONS
• Do they apply to my business model?
• Do I have to do the research?
• How many should I have?
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So, what do these buyer personas look
like exactly?
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However you shape or outline your buyer personas is up to you!
Meet Sam.
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Knowing this, what kind of blog post could we create that speak to Sam?
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WANT TO LEARN HOW TO DEVELOP YOUR COMPANY’S BUYER PERSONAS?
Join our HubSpot Academy Buyer Personas training.
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But, it’s enough to know just who you’re trying to reach, you also have to know what they want to see:
Buyer’s journey
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THE BUYER’S JOURNEY2
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The Buyer’s JourneyThe active research process someone goes through leading up to making a purchase.
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THE BUYER’S JOURNEY
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THE BUYER’S JOURNEY
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THE BUYER’S JOURNEY
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THE BUYER’S JOURNEY
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THE BUYER’S JOURNEY
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CONTENT3
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FLICKR USER MCGRATHS
Marketingpeople love.
#InboundMarketingWeek
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Content Context
Inbound Marketing = Content + Context
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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
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CONTENT:
ebooks
White papers
Checklistsvideos
Offers
Blog posts
Case studiesWebinarsBuying guides
webinarsSlide-share decks
Informational kids
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CONTEXTContext is who you’re creating it for: you can’t just write any posts, you have to write the right ones – those tailored to who you’re trying to reach and what they’re interested in.
FLICKR USER CINDEESNIDERRE
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THE BUYER’S JOURNEY
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Buyer Personas
FUNDAMENTALS OF INBOUND SUCCESS:
1
2
3
The Buyer’s Journey
Content
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If you were to give one piece of advice to someone else today about one of the fundamentals -
What would it be?
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TAKEAWAYS & RESOURCES.
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KEY TAKEAWAYS1. Inbound marketing is a fundamental shift in the
way businesses connect with people.2. Fundamentals are the foundation in which our
entire marketing is built upon. 3. Buyer personas & buyer’s journey and content
are what makes our marketing lovable. 4. We won’t wake up one day knowing these
things – if not now, then when.
#InboundMarketingWeek
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RESOURCES1. Buyer Persona Creation Template:
https://library.hubspot.com/the-marketers-guide-to-creating-buyer-personas
2. The Buyer’s Journey Webinar: http://academy.hubspot.com/webinars/the-buyers-journey-webinars/
3. Content creation Tips: http://blog.hubspot.com/marketing/topic/content-creation
4. HubSpot Academy Tips: http://academy.hubspot.com
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@sbedrickREACH OUT ON TWITTER:
THANK YOU!