Halifax HubSpot User Group Meetup - Dec 9, 2014
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On December 9th, 2014 as a part of our quarterly HubSpot User Group Meetup Mike Ewing, Author of "Inbound Commerce, How to Sell Better Than Amazon" delivered a presentation to a packed crowd at the Kula Partners office.
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Halifax HubSpot User Group Meetup - Dec 9, 2014
- 1. Halifax, Nova Scotia #HALIHUG
- 2. Michael Ewing Customer Success & Programs Manager, HubSpot @inboundcommerce Tweet during presentation with #HALIHUG
- 4. AGENDA 1 Inbound Marketing & HubSpot 2 Buyer Personas 3 Inbound Marketing Campaigns 4 A Special Treat.. 5 Q&A
- 5. What is inbound marketing?
- 6. Inbound marketing is a fundamental shift in how we relate to potential customers
- 7. START ATTRACTING consumers through relevant, useful, easy-to-find content when they need it.
- 8. STOP FORCING leads through your decision process.
- 9. 86% skip TV ads THE OLD MARKETING PLAYBOOK BROKEN. 91% unsubscribe from email 200M on the Do Not Call list 44% of direct mail is never opened IS #HALIHUG
- 10. OUTBOUND INBOUND VS. Cold Calling SPAM Interruption Thinks like a Marketer SEO Blogging Attraction Thinks like a Customer
- 11. Now, why do inbound marketing with HubSpot? Here’s 3 Reasons.
- 12. 1. Brian Halligan – HubSpot CEO =
- 13. 13000 12000 11000 10000 9000 8000 7000 6000 5000 4000 3000 2000 1000 0 2. HubSpot’s Rapid Growth Named #2 Fastest Growing Software Company HubSpot Makes Two Acquisitions HubSpot Raises $32 Million in Funding HubSpot Founded HubSpot Opens European Office Announces & HubSpot CRM HubSpot Opens Australia Office IPO Number of HubSpot Customers 12,478 as of September, 2014 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
- 14. HubSpot invented 3. INBOUND MARKETING.
- 15. An inbound marketing software platform with all the tools you need in one place. Strangers SEO Blog Sites Mobile Optimization Visitors Calls-to-Action Landing Page Optimization Leads Customers Promoters Social Media Forms Email Optimization CRM Synch # Lead Scoring Sales Alerts Personalized Email + Web + Social Nurturing Feedback Forms Email + Web + Social Engagement ATTRACT CONVERT CLOSE DELIGHT
- 16. ALL THE TOOLS TO CREATE MARKETING PEOPLE LOVE.
- 17. INBOUND à à $*. *$65 million in revenue from inbound leads
- 18. It’s hard to buy todays customers, you earn them.
- 19. g Buyer Personas. + r Inbound Marketing Campaigns.
- 22. White Buyer Personas Building Buyer Personas tell us who we are creating content for and why they will buy from us.
- 23. What is a Buyer Persona?
- 24. 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.
- 25. Buyer Personas ARE Fictional characters that represent your DREAM customers
- 26. 1-Page Buyer Personas Examples.
- 27. 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
- 28. OWNER OLLIE • Business owner (Founder, President, Partner) • Small business (1-10 employees) • Industry expert with no marketing experience • BA History (University of Illinois) • 44, Married, 3 Kids (20, 16, and 11) Goals: • Deliver on past sales • Generate new sales • Keep the business running Challenges: • Lack of marketing expertise • No control over marketing assets • No time or budget for marketing Loves HubSpot because: • Get more sales and leads • Get control over marketing assets • Learn Inbound Marketing
- 29. ENTERPRISE ERIN • Director of Marketing Operations (VP Marketing , Product Marketing) • Large company (200-2,000 employees) • Marketing team of 15+ • BS (Merrimack), MBA (Bentley) • 30, Married recently Goals: • Demand/pipeline generation • Campaign execution and coordination Challenges: • Working with sales • Data & technlogy overload • Selling use cases to IT, Legal, Sales, Execs Loves HubSpot because: • Integration with all of her systems • Homebase for marketing with takeaways • Easy to execute on campaigns • Stay at the forefront of marketing
- 30. HUBSPOT’S PERSONAS Marketing Mary PRIMARY PERSONA Placeholder image Owner Ollie Enterprise Erin SECONDARY PERSONAS
- 31. USE BUYER PERSONAS TO CREATE QUALIFIED CONTACTS
- 32. Know what they need
- 33. Create Content Tailored to Your Personas
- 34. Create Content For Personas Attract Convert Close Delight Strangers Visitors Leads Customers Promoters Enterprise Erin Owner Ollie
- 35. Create Content That Attracts Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 36. Create Content That Converts Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 37. Create Content That Closes Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 38. Create Content That Delights Attract Convert Close Delight Strangers Visitors Leads Customers Promoters
- 40. FIRST A DEFINITION OF WHAT A CAMPAIGN IS.
- 41. Marketing campaigns A specific, defined series of activities used in marketing a new or changed product or service, or in using new marketing channels and methods. Source: Entrepreneur.com/encyclopedia
- 42. Inbound marketing campaigns Concentrated efforts that align all of your marketing channels around a single offer and goal.
- 43. Offer to Generate New Email Contacts Adver7se Offer On Your Website Market Offer to Exis7ng Contacts A@ract Leads Through Blogging Use Social Media To Promote Measure Performance with Data Inbound Marke7ng Campaigns Offer LP + CTA Email Blog Social Analy8cs Offer LP + CTA Social Blog Email
- 44. Let’s Do This.
- 48. My treat to you…
- 49. Free Project Management Assistance with your next Inbound Campaign Hubspot.com/campaign-assistance
Notas del editor
- Introduce yourself to get things started.
- http://funnypicturesfunnypics.com/funny-picture-push-R'eyes-funny.jpg
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- Before we do that, though, we need to take a step back and ask an even more basic question: What is a buyer persona, anyway? I keep saying that our personas are absolutely essential to an effective inbound marketing strategy--and we’re going to dive into how to create those personas in just a couple minutes--but before we do that we need to take a step back and think about what buyer personas really are.
- At their root, Buyer personas are Semi- fictional representations of your ideal customer based on real data and select educated speculation about customer demographics, behavior patterns, motivations, and goals. Woah—now what does THAT mean? That definition has A LOT going on- it’s pretty complex! The best way to start to tease apart some of what exactly a buyer persona is is by actually seeing one in action here—what a real, live buyer persona actually looks like.
- So we saw with example of Marketing Mary, there, what exactly these personas look like And we’re starting to get a clearer idea of what buyer personas really are. They’re fictional characters that we CREATE, through research, analysis, and taking a close look at who’s already buying from us—that represent our DREAM customers. Notice this says “customers” though! A lot of companies actually have more than one buyer persona- on average, they probably have between 3 and 5 buyer personas. How you know you’ve reached the “edge” of one persona and the other one begins is when those shared generalities disappear. When you’re creating your personas, you’re probably going to notice that your customer base falls into one of a couple different buckets, or broad categories. Those buckets are your personas. Now that’s a little better definition of what a buyer persona is,
- So we want to use our buyer personas to… Create killer content that converts. Beyond just guiding us to create content that really works to convert, close, and delight customers, our buyer personas can also help us get found and attract more people to our site, too! Google’s getting better and better at filtering out content that’s not designed specifically for users—that content that’s not valuable– and they’ve stopped showing a lot of those sites in their search results. Integrating our buyer personas into our content is one of the easiest, most foolproof ways we have to make that valuable content that our users are going to love, they’re going to find helpful, and Google will like, too! So let’s look at how we go about doing that.
- THE EASIER IT IS TO BUILD AND POSITION CONTENT that underscores the benefits of your products and your company’s value proposition FOR THEM So we’ve spent quite a bit of time thinking about what our personas need, what their goals and challenges are, how they approach the world– we can now start
- Regardless of the type of content- emails, blogs, or otherwise--what you want to do is to really tailor your content to each persona.
- And we can start to create content around customers’ challenges. So you can create all kinds of content, but Here’s a classic example of a blog article – it’s addressing a challenge—”I want to use social media, I want to beat my competitors, how do I do that” If you’re struggling to develop blog content or you’ve kind of hit a wall, remember, now that you’ve developed your personas, you can go back to your those questions you asked when creating your personas and the answers to those questions to write good content around them. You can often take the exact way that they phrased or wrote that question – if you look in the Linkedin questions, or in the forums- and use that same language to make a blog post out of it.
- And we can start to create content around customers’ challenges. So you can create all kinds of content, but Here’s a classic example of a blog article – it’s addressing a challenge—”I want to use social media, I want to beat my competitors, how do I do that” If you’re struggling to develop blog content or you’ve kind of hit a wall, remember, now that you’ve developed your personas, you can go back to your those questions you asked when creating your personas and the answers to those questions to write good content around them. You can often take the exact way that they phrased or wrote that question – if you look in the Linkedin questions, or in the forums- and use that same language to make a blog post out of it.
- And we can start to create content around customers’ challenges. So you can create all kinds of content, but Here’s a classic example of a blog article – it’s addressing a challenge—”I want to use social media, I want to beat my competitors, how do I do that” If you’re struggling to develop blog content or you’ve kind of hit a wall, remember, now that you’ve developed your personas, you can go back to your those questions you asked when creating your personas and the answers to those questions to write good content around them. You can often take the exact way that they phrased or wrote that question – if you look in the Linkedin questions, or in the forums- and use that same language to make a blog post out of it.
- And we can start to create content around customers’ challenges. So you can create all kinds of content, but Here’s a classic example of a blog article – it’s addressing a challenge—”I want to use social media, I want to beat my competitors, how do I do that” If you’re struggling to develop blog content or you’ve kind of hit a wall, remember, now that you’ve developed your personas, you can go back to your those questions you asked when creating your personas and the answers to those questions to write good content around them. You can often take the exact way that they phrased or wrote that question – if you look in the Linkedin questions, or in the forums- and use that same language to make a blog post out of it.
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- Before we cover why we want to create campaigns, we have understand the difference between a campaign and an inbound marketing campaign. Let me ask you all, what do you think of when you think about campaigns? What comes to mind? Political campaign? Email campaign? Ad campaign? Events campaign? Around a marketing offer?
- By definition, a marketing campaign is a specific, defined series of activities used in marketing a new or changed product or service or in using new marketing channels and methods. But the tools, the channels, and the results were all disconnected pieces, so a lot was left to chance.
- inbound marketing campaign takes into account the varied way that people learn online and encompasses many channels. An inbound marketing campaign is concentrated efforts that align all of your marketing channels around a single offer and goal. So now with an inbound marketing campaign, you can relate your separate blogging, email, pay-per-click or any other individual campaigns together.
- Before we cover why we want to create campaigns, we have understand the difference between a campaign and an inbound marketing campaign. Let me ask you all, what do you think of when you think about campaigns? What comes to mind? Political campaign? Email campaign? Ad campaign? Events campaign? Around a marketing offer?