Presentation slides from the March Derby HUG session, covering:
- How to plan and implement measurable, persona led campaigns
- Aligning existing content to the buyer journey
- An overview of marketing automation best practice
- Setting up lead nurturing workflows using HubSpot
3. Why are we here again?
• Part One – Setting up for success
- Setting up your campaign using measurable goals
- Developing a content plan based on your personas
- Best practice tips for creating lead generation assets
- Creating emails that convert: Using marketing automation
to nurture your leads
• Part Two - Conversion workshop
- Creating a lead nurturing workflow
9. BACKGROUND:
• Marketing/Operations Manager of IT firm
• Worked in the business for a long time,
from an apprentice level. Knows a lot
about the business.
• Married without children
DEMOGRAPHICS:
• Skews male
• 28-45
IDENTIFIERS:
• Straight talking – no time for fluffy
conversations
• Probably has an assistant screening calls
• Likes the statistics to do the talking, not
afraid to get into the technical detail.
Buyer Persona - IT Ian
10. Audit your current content
• Product datasheets
• Brochures & marketing collateral
• Case Studies
• Emails
• Whitepapers
• Blog posts?
• eBooks?
15. • Will your cross country
team be wearing the best
shoe possible?
• Testimonial: The only
people who will be left
wearing other shoes will
either uninformed or idiots.”
• You are no longer
uninformed
16.
17. Auditing your current content
• Buyer persona
• Topic
• Content/offer title
• Buyer journey stage
• Content type/ format
19. Mapping content to the buyer journey
• How to insulate a basement (Blog)
• Choosing your agency partner; selection criteria for success (eBook)
• Test drive our cloud portal (demo)
• The pocket guide to working at height (eBook)
• Order your undergraduate prospectus (offer)
• Mirage develops bespoke CNC gantry milling machine for
shipbuilding project (Case Study)
25. Best Practices For CTAs
Match the CTA with the headline of the landing page – Offer
a congruent experience for the reader
Tell the reader what to do – Download Our Ebook,
Request a Demo
Use pictures: cover of the content offer, picture that relates –
Remember blink test!
Place your CTAs on pages that match your reader’s needs
(e.g. case studies on a pricing page) - Use the buyer’s
journey to determine where to place CTAs
Give the visitor a reason to click on your CTA - Use fear &
doubt to attract click through
33. Landing page Best Practice
Create a clear, compelling header so the visitor understands the purpose of the
page – Remember the blink test!
Use a sub-header to promote the benefit of the offer
Include an Image on the page. PRO TIP: Use the cover of the offer
Relate to the problem or issue you are solving for in the top paragraph. Build
the reader’s interest!
Use bullet points to highlight items the reader will take away – Use
numbers & “How to” lines
Provide a wrap up sentence to build urgency for the reader – Play on the
readers fears or problems
Add form fields based on where offer fits In the buyers journey – Use Smart
Forms to help make this easier
36. Best Practices For Thank You Pages
Be sure the download link stands out and is very easy to find – Think Blink Test!
Consider the next step you want the lead to take – remember the buyers
journey
Give a brief description on what the person should do – Loop in your Sales
team for input on this
Provide the next stage in the conversion path for your lead, eg. awareness to
consideration stage
Make sure to return the navigation to the Thank You Page
39. Lead nurturing workflow logic best practices
Identify your goal
Identify which contacts should be enrolled in your workflow
Select appropriate number and type of emails to send
Choose time delay between emails sent
Identify contacts to suppress from your workflow
EJ
4pm - 4.15pm: Arrival
4.15 pm - 4.45pm: Developing a content plan based on your personas
- Setting up your campaign using measurable goals for traffic > leads >opportunities > sales
- Aligning your content to the buyer journey
4.45 pm - 5.15pm: Build it and they will convert: Tools you'll need
- Best practice tips for creating Calls-to-action, landing pages and thank you pages
- Creating emails that convert: Using marketing automation to nurture your leads
5.15 pm - 6.30pm: Conversion workshop: Creating a lead nurturing workflow
6.30 pm - 7.00pm: Networking and Drinks
Campaign tool
Buyer Persona
Goals (traffic, leads and customers)
Content Mapping
NC – Every campaign starts with goals – when you’re measuring success you need to know what success looks like
NC – Lola – everyone loves cake. Lola – cake shop 2000 people walk past – total prospects
200 come in, their your leads, and 50 people make a purchase
NC – Lola wants to grow her business and sell more cakes – she wants to improve her conversion rates – not likely to get more people walking past so want to convert more people to come in, or more people in the shop to buy. This is the same as your website… in the context of increasing traffic, leads and customers
EJ - In the context of your business – campaign tool in HubSpot is the starting place where you can set goals - & track all your activity to the campaign so you can measure success against your goal. If you don’t have HubSpot you can do this manually
P2P
worksheet
NC – So your goals are in place, but who are you marketing to? Buyer personas are vital…P2P – customised and more engaging
day in life (why are kids important? Don’t want to call them when they’re putting the kids to bed) Busy – so no time for fluff
Objections – how to counter with marketing messaging
Quotes – ask your sales team for valuable sound bites – show your persona you get them
Refine down into focused elevator pitch and marketing messaging that responds to their goals, challenges etc
EJ – In order to reach IT Ian and achieve your goals – you’ll need a well planned campaign and the content that sits within it. You may not think you have the content for a campaign, but if you look through your assets I bet you have a lot of the content already
[Show of hands]
EJ - Remember is your buyer is on a journey – your content needs to be in the right place, at the right time
What is the buyers journey? 3 stages:
Awareness – Problem, not sure of solution
Consideration – identified possible solutions, needs more information before settling on a solution
Decision – got handful of solutions, needs validation before deciding
Back in the 1960s a company called Blue Ribbon Sports was using content marketing…blogs weren’t invented, but this awareness stage article, helps their buyer persona (Runner Rob) correct his running technique, helping him reach his goal of running the Derby 10k in less than an hour
Here’s another one – this time it’s a consideration stage offer to convert another persona (Coach Colin) to a customer and promoter. There’s testimonials to counter Colin’s objections, and positioning statements to reassure Colin he’s in safe hands with Blue Ribbon Sports. No subtlety here though, Blue Ribbon Sports are quite confident their marketing has done the job…the buyer is no longer uninformed.
Well it must have worked!
NC - Worksheet – go away and audit content – easy to create new topics and content offers/formats that align with your personas and their stage in the buyer journey.
NC
EJ - In a nutshell – a conversion path is the process of converting strangers to customers and promoters – we do this using the following tools: CTAs, landing pages, TY pages etc
NC - Conversion paths zzzzz! Boring huh?
Let’s make it a bit more interesting – liken it to finding…this little easter bunny
Step one: Bait AKA CTA
NC - Offer is your carrot – CTA needs to have the wow factor – capture their attention
Goal: Attract a click
NC – An example
NC – talk through
EJ – CTAs lead to a landing page
Once you’ve captured the bunny, you want to see where he’s going.
Think of your landing page as a way of tagging your visitors – once they complete a form, functionality in HubSpot allows you to track all their interactions
No navigation
No nav
NC – Catch and release – offer more carrots – promote other relevant offers – push them down the buyer journey
Before we jump into the tools, let’s give some context about marketing automation/workflows
EJ - Lead submits form, gets offer but they won’t be ready to buy yet…You need to nurture them through the buyer journey until they are!
You can do this manually, but it’s time consuming and inefficient – so this is where marketing automation comes in.
Goal – move prospects from one stage to the next eg. awareness to consideration
Ask which part of the buyer journey this is…
Your task: You work for HubSpot
HubSpot want to target their persona, marketing manager Mary who works at a small-medium B2B firm.
Mary has downloaded an awareness stage offer, you need to create a workflow to progress mary to consideration stage
It can have as many steps as you like, but you don’t need to use all 8
Try and come up with some steps – eg offers, blogs to move mary to the consideration stage.
Let’s split into groups and we’ll walk round to help