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Marketing Class 01: Essentials of an Effective Inbound Strategy

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CLASS 01 Essentials of an Effective Inbound Strategy Professor: Lindsay Thibeault Inbound Certification Brought to you by HubSpot Academy


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1 WHY INBOUND?


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INBOUND TRADITIONAL vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric


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INBOUND TRADITIONAL vs. Cold Calling Cold Emails (SPAM) Interruptive Ads Marketer - Centric SEO Blogging Attraction Customer - Centric


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IT’S ABOUT CREATING MARKETING THAT PEOPLE LOVE.


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Analysis should be inherent in every single thing you do with your inbound strategy.


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2 WHAT ARE THE FUNDAMENTALS OF INBOUND SUCCESS ?


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INBOUND BEST PRACTICES Use buyer personas. Use the Buyer’s Journey. Create remarkable content. Leverage your content.


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INBOUND BEST PRACTICES Use buyer personas. Use the Buyer’s Journey. Create remarkable content. Leverage your content.


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BUYER PERSONAS Semi-fictional representations of your ideal customer based on real data and some select educated speculation about customer demographics, behavior patterns, motivations, and goals.


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CONDUCTING PERSONA RESEARCH Buyer personas must be based off of actual research, not assumptions.


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SAMPLE PERSONA RESEARCH QUESTIONS Persona Detail Sample question to Ask Role What is your job role? Your title? Company/Organization What industry or industries does your company work/is your role in? Goals What are you working to accomplish? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? Shopping Preferences Do you use the internet to research vendors or products?


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Start by interviewing your current customers.


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BACKGROUND: •  Basic details about persona’s role, key information about the persona’s company •  Relevant background info PERSONA NAME DEMOGRAPHICS: •  Gender, age range, household income (consider a spouse’s income, if relevant) IDENTIFIERS: •  Buzzwords & mannerisms GOALS: •  Persona’s primary & secondary goal CHALLENGES: •  Primary and secondary challenge to persona’s success HOW WE HELP: •  How you solve your persona’s challenges & help achieve their goals   COMMON OBJECTIONS: •  Identify the most common objections your persona will raise during the sales process REAL QUOTES: •  Include a few real quotes (taken during interviews) that well represent your persona to make it easier for employees to relate to/understand to them


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HR BLAST - SAMPLE SALLY BACKGROUND: •  Head of HR, married with 2 children (10 and 8) •  Worked at same company for 10 years; worked up from HR Associate DEMOGRAPHICS: •  Skews female, age 30-45, suburban, dual HH Income: $140,000 IDENTIFIERS: •  Calm demeanor, usually assistant screening calls, wants collateral mailed/printed GOALS: •  Keep employees happy and turnover low, support legal and finance teams CHALLENGES: •  Getting everything done with a small staff, rolling out changes to the entire company HOW WE HELP: •  Make it easy to manage all employee data in one place •  Integrate with legal and finance systems COMMON OBJECTIONS: •  Worried will lose data moving to a new system, doesn’t want to have to train the entire company on it. REAL QUOTES: •  “It’s been difficult getting company-wide adoption of new technologies in the past.” •  “I’ve had to deal with so many painful integrations with other departments’ databases and software.”


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INBOUND BEST PRACTICES Use buyer personas. Use the Buyer’s Journey. Create remarkable content. Leverage your content.


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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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THE BUYER’S JOURNEY


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IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR SERVICE, WHERE WOULD IT FALL INTO THE BUYER’S JOURNEY? A.  Awareness stage B.  Consideration stage C.  Decision stage


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IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR SERVICE, WHERE WOULD IT FALL INTO THE BUYER’S JOURNEY? A.  Awareness stage B.  Consideration stage C.  Decision stage


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IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR SERVICE, WHERE WOULD IT FALL INTO THE BUYER’S JOURNEY? A.  Awareness stage B.  Consideration stage C.  Decision stage


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IF YOU WERE TO CREATE A BLOG POST ABOUT YOUR PRODUCT OR SERVICE, WHERE WOULD IT FALL INTO THE BUYER’S JOURNEY? A.  Awareness stage B.  Consideration stage C.  Decision stage But wait! This was a trick question!


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WHEN CREATING CONTENT, KEEP IT EDUCATIONAL. Not educating your buyer personas on who you are and what you do, but educating them on their problems and solutions to those problems.


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INBOUND BEST PRACTICES Use buyer personas. Use the buyer’s journey. Create remarkable content. Leverage your content.


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Inbound Marketing = Content + Context Content Context


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CONTEXT Who are you creating content for?


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INBOUND BEST PRACTICES Use buyer personas. Use the Buyer’s Journey. Create remarkable content. Leverage your content.


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FLICKR USER SMITHSONIAN INSTITUION Distribution makes content relevant.


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LEVERAGING CONTENT VIA DISTRIBUTION The right distribution technique gets the right content in front of the right person at the right time. Website pages Business blog Social media Landing pages Calls-toaction Marketing emails


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INBOUND BEST PRACTICES Use buyer personas. Use the Buyer’s Journey. Create remarkable content. Leverage your content.


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Ready for more? Get the full class experience and more with the free Inbound Certification.


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3 WHAT DOES INBOUND LOOK LIKE?


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Financial services advisory group that help business owners in Australia and New Zealand.


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CFO On-Call once relied heavily on telemarketing and cold calling to generate leads for sales.


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CFO On-Call began working on developing their buyer persona. By understanding their main customer’s demographics, role, and business problems, the team could create better targeted content, emails and offers for that audience.


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GARY THE BUSINESS OWNER BACKGROUND: •  He runs a small business that he started after a career in the industry •  Married with a couple of children •  He’s been running his own business for about 3 years DEMOGRAPHICS: •  Typically in his mid 40s IDENTIFIERS: •  Drives a modest vehicle •  Achiever •  Determined individual and a natural leader •  Entrepreneurial flair GOALS: •  Has high ambitions for his business •  Can see great opportunities in his marketplace for growth •  Likes to be his own boss CHALLENGES: •  Cash flow can limit growth potential •  Lenders aren’t too helpful about borrowing funds to grow •  Income can be a little erratic at times due to business cash flow •  Occasionally has to borrow funds to borrow money which causes stress •  Isn’t on the same wavelength as his accountant •  Feels stretched at times


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The team at CFO On-Call worked on expanding the content offerings on their website. •  Whitepapers •  eBooks •  Blog posts


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BLOG POSTS •  “22 Warning Signs of a Business in Trouble” •  “9 Keys to Small Business Growth for 2014” •  “8 Ways to Improve Profit in a Business”


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200% Increase in web traffic within a six-month period.


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9.6x Increase in leads because of the tools they have in place to easily capture more leads from their site.


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With lead management and nurturing, they’ve improved sales-ready leads by 153%


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Inbound Certification Brought to you by HubSpot Academy


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