How to Create Marketing Offers Your Prospects Will Love

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edSocialMedia

By Maggie Georgieva, Associate Product Manager, HubSpot, at the edSocialMedia Summit.

Empresariales Tecnología

How to Create
Marketing Offers
Your Prospects
Will Love

#inbound12
OFFER
blog
calls-to-
action
social
ads
email
keywords

Target Specific Personas
Create Marketing Content Based on Data
Build the Rest of the Universe
1
2
3
Steps to Creating Lovable Marketing Offers:

TARGET SPECIFIC
PERSONAS
Fictional characters to
represent your target
buyer segments

Students Parents Educators
E.g., in an educational institution…

Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly

Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly
GOALS
Excel at school
Have fun
Make friends

Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly
GOALS
Excel at school
Have fun
Make friends
CHALLENGES
Need 1:1 tutoring
Access to facilities
Isolated neighborhood

of business technology marketers
40%
of software marketers
22%

of business technology marketers
40%
of software marketers
22%
of services companies
19%
use personas
Patterson, 2007

Develop Your Marketing Personas
Start Segmenting Early on
1
2
Create Content Aligned with Your Personas3
Getting Started with Persona-based Marketing

CREATE MARKETING
CONTENT BASED
ON DATA
“In God we trust; all
others must bring data.”

SPOT A PATTERN:
Top blog posts are about
visual content & Facebook

Use this intelligence
to produce an offer

SPOT A PATTERN:
Landing pages with ebooks
convert at the highest rate.

BUILD THE REST
OF THE UNIVERSE
Give your offer the
attention it deserves

OFFER
blog
ads
keywords
social
email
calls-to-
action

Did you target the right audience?
Is your offer compelling enough?
Are you not sending enough traffic to it?
?
?
?
Ask yourself these questions…

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How to Create Marketing Offers Your Prospects Will Love

1. How to Create Marketing Offers Your Prospects Will Love

2. #inbound12 MAGGIE GEORGIEVA @mgieva

3. #inbound12 marketing

4. #inbound12 marketing universe

5. #inbound12 marketing offer

6. #inbound12 OFFER blog calls-to- action social ads email keywords

7. Target Specific Personas Create Marketing Content Based on Data Build the Rest of the Universe 1 2 3 Steps to Creating Lovable Marketing Offers:

8. TARGET SPECIFIC PERSONAS Fictional characters to represent your target buyer segments

9. BEHAVIOR Role(s), Goal(s), Challenge(s)

10. DEMOGRAPHICS Age, Income, Education

11. Students Parents Educators E.g., in an educational institution…

12. Students And you can break it down more… ROLES Learner Game player Social butterfly

13. Students And you can break it down more… ROLES Learner Game player Social butterfly GOALS Excel at school Have fun Make friends

14. Students And you can break it down more… ROLES Learner Game player Social butterfly GOALS Excel at school Have fun Make friends CHALLENGES Need 1:1 tutoring Access to facilities Isolated neighborhood

15. Yet…

16. of business technology marketers 40%

17. of business technology marketers 40% of software marketers 22%

18. of business technology marketers 40% of software marketers 22% of services companies 19% use personas Patterson, 2007

19. Develop Your Marketing Personas Start Segmenting Early on 1 2 Create Content Aligned with Your Personas3 Getting Started with Persona-based Marketing

20. CREATE MARKETING CONTENT BASED ON DATA “In God we trust; all others must bring data.”

21. Blog analytics

22. SPOT A PATTERN: Top blog posts are about visual content & Facebook

23. Use this intelligence to produce an offer

24. Landing Page analytics

25. SPOT A PATTERN: Landing pages with ebooks convert at the highest rate.

26. The format of your offers matter

27. Email marketing analytics

28. SPOT A PATTERN: Our audience is interested in brand new topics like Pinterest and Google+.

29. Hop on industry news fast

30. What if you don’t have much data? ?

31. Check other sources of data