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Oslo HUG Presentation

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Two part presentation from Oslo HUG, 29 March 2019.
Part 1 - Marketing Trends and Stats Quiz
Part 2 - Making Content Marketing Work

Publicado en: Marketing
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Oslo HUG Presentation

  1. 1. Oslo HUG - Part 1 Digital Marketing Trends
  2. 2. About Me HubSpot Fanboy since 2014/15 Various Marketing Manager roles in the last 10 years HubSpot’s first Inbound Consultant for DACH Fun Fact: I grew up in East Germany and did competitive swimming. Our regional 4x25m freestyle record holds to this day! LinkedIn: https://www.linkedin.com/in/franksteiner/ Inbound Consultant HubSpot
  3. 3. QUIZ TIME!!
  4. 4. 1. Visit: kahoot.it or download the Kahoot App 2. Enter Game Pin: 779318 3. Enter Your Name 3 simple steps to get ready!!
  5. 5. 01 Results Recap 1,890 words is the average length of Google first page search results 02 Video content is 50 times more likely to drive organic traffic 03 Content Marketing gets 3 times more leads than paid search advertising 04 Facebook had 1.5 billion as of June 2018
  6. 6. 05 Results Recap LinkedIn has the best content engagement ratio 06 Video content will represent 80% of IP traffic by 2021 07 80% of 18-49 year olds watch YouTube at least once a month 08 95% of B2B buyers want thought leader content
  7. 7. 09 Results Recap 75% of unsubscribes are because of receiving too many emails 10 Video increase landing page conversion by 80% 11 On average 7 people are involved in high-tech B2B buying decisions 12 Having a lead nurturing strategy increases by up to 50%
  8. 8. 13 Results Recap Lead nurturing can reduce cost of sales by up to 30% These and other marketing statistics and research reports can be found at: https://www.hubspot.com/marketing-statistics
  9. 9. Discussion Which stats surprised you and why? Follow up question? Email me: fsteiner@hubspot.com
  10. 10. Oslo HUG - Part 2 Making Content Marketing Work - A real life example
  11. 11. “Proper Prior Planning Prevents Piss Poor Performance!” British Army adage
  12. 12. Content Marketing in Practice Example ULCC 1. ULCC background information 2. Define your Buyer Persona(s) 3. Agree KPIs and goals 4. Researching & adopting content 5. Content promotion and amplification 6. Checking results and make adjustment 7. Go back to the start!
  13. 13. ULCC Text here ● B2B-IT-service provider to the uk education sector ● >300 clients ● 80 staff ● 5 vertical business units ● £5.5m turnover ● £150.000 marketing budget
  14. 14. ULCC case study Why focus on the smallest business unit? existing affinity to blog and share output of their work and research team of globally recognised experts and specialists strong relationships with professional bodies and organisations significant legal changes to funding policy in the UK HE World Renowned digital preservation training programme
  15. 15. Quick Poll - Buyer Personas Are you currently using buyer personas? If yes, how many?
  16. 16. Less is more!!
  17. 17. Defining Our Buyer Persona(s) Understanding your ideal customer better ● Fictitious person, which represents your ideal customers ● Helps you better understand their needs, challenges, goals, pain points and actions ● Based on existing (sometimes hidden) knowledge (CRM, customer service request, sales conversations, etc.) about prospects & existing clients ● Combines quantitative und qualitative research ● Helps us sketch out the buyer’s journey, and map content to the needs of the buyer and measure their usefulness
  18. 18. Watering Holes
  19. 19. Pain Points
  20. 20. Buyer Persona ULCC Name: Research Data Manager Mike Job: Responsible for keeping research data compliant and provide and maintain the necessary IT systems Job titel: Research Data Manager, Head of Research Data, Director of Research Data, Research Data & Systems Manager Pain Points: Unsure about upcoming research funding policy changes, risks significant loss of funding for non-compliance, unsure which providers offer a fitting solution and to pressed for time to carry out extensive research Watering Holes: JISC mailing list, a handful of niche publications, Twitter, LinkedIn, 3-4 specialist trade shows per year
  21. 21. What is the buyer’s journey?
  22. 22. Define KPIs and goals
  23. 23. Are we measuring the right things? Vanity? Number of Facebook Fans Page views of blog articles Email opening rates Number of newsletter subscribers Meaningful? Number of Facebook interactions Bounce rate, social media shares & comments Email click rates Number of active subscribers, what actions are taken
  24. 24. Our KPIs and goals RDM Mike Min. 50 new contacts from at least 50 “unknown” universities Min. 100 registrations for our Compliance Webinar Min. 6 new contracts for our new RDM SaaS Solution DA Diana 200 new contacts from training needs survey 80% capacity for all upcoming trainings in the next 12 months Launch of a new Freemium model
  25. 25. Creating the right content Research and Adapt
  26. 26. Attract Convert Close Podcast: Digitalisation in Archives & Museums Training & Job Needs Survey Free OAIS Online Course Webinar: Funding Policy Changes Explained Webinar: How ULCC’s Research Data Management Solutions Makes You Compliant!
  27. 27. Short cuts!
  28. 28. Promotion and Amplification
  29. 29. Promoting and amplifying your content 1 2 3 4
  30. 30. Monitor Results & Make Improvements!
  31. 31. Our goals and objectives RDM Mike Min. 50 new contacts from at least 50 “unknown” universities Min. 100 registrations for our Compliance Webinar Min. 6 new contracts for our new RDM SaaS Solution DA Diana 200 new contacts from training needs survey 80% capacity for all upcoming trainings in the next 12 months Launch of a new Freemium model
  32. 32. Listen to your target audience!
  33. 33. Attract Convert Close Podcast: Digitalisation in Archives & Museums Training & Job Needs Survey Free OAIS Online Course Webinar: Funding Policy Changes Explained Webinar: How ULCC’s Research Data Management Solutions Makes You Compliant!
  34. 34. Attract Convert Close Podcast: Digitalisation in Archives & Museums Training & Job Needs Survey Free OAIS Online Course Webinar: Funding Policy Changes Explained Webinar: How ULCC’s Research Data Management Solutions Makes You Compliant!
  35. 35. Go Back To The Start
  36. 36. Anziehen Konvertieren Abschliessen Podcast Self Assessment Toolkit Report about the results of training & job needs survey Freemium OAIS online course Webinar: Forschungsmittel Gesetzesänderungen erklärt! Webinar: Mit ULCC’s RDM Lösung Forschungsmittel Konformität erzielen!
  37. 37. Content Ideen Jenseits von eBooks & Leitfäden
  38. 38. “Becoming successful with Content Marketing is a marathon, not a sprint.” EMILY O’LEARY Implementation Specialist
  39. 39. Content Marketing Timeframe
  40. 40. Top Tips for Content Marketing Success
  41. 41. 01 Top Tipps Know your customers better than you know yourself! 02 Be helpful! 03 Leave your comfort zone 04 Discover internal resources and knowledge
  42. 42. 05 Top Tipps Think big but start small 06 Create and maintain a content calendar 07 Know your industry
  43. 43. “Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.” Robert Rose, Chief Strategy Officer The Content Advisory
  44. 44. Resources Always be learning!

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