Inbound Marketing Fundamentals for Success

Welcome to DFW #InboundMarketingWeek!

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Thinkhandy

Welcome Founder of Martin House Brewing Company,

David Wedemeier

THE ESSENTIALS OF AN EFFECTIVE INBOUND STRATEGY.

Sarah Bedrick@sbedrick

Program Leader, Introductory Content at HubSpot Academy

GUESS WHAT?

IT’S INBOUND MARKETING WEEK!

IT’S INBOUND MARKETING WEEK!• 60 events happening globally• Hashtag on Twitter is #InboundMarketingWeek

(let’s show them how #DFWInbound does business)

• Everybody here gets 30% off Inbound 2014 tickets! Come see me for details!

AGENDA

1 What is inbound marketing

2 Why fundamentals?

3 Fundamentals of inbound success

1 WHAT IS INBOUND MARKETING?

Cold Calling Cold Emails (SPAM)

Interruptive AdsMarketer - Centric

TRADITIONAL

vs

MARKETERS HAVE A lovability PROBLEM.

Car Salesman Lobbyists

Marketers

Less Lovable More Lovable

of business decision-makers prefer to get company information in a series of articles versus in an advertisement.

80%

#InboundMarketingWeek

A FUNDAMENTAL SHIFT IN THE WAY PEOPLE LIVE, CONSUME, SHARE & CONNECT HAS OCCURED.

Cold Calling Cold Emails (SPAM)

Interruptive AdsMarketer - Centric

TRADITIONAL

vs

WE NEED TO ADAPT!

Let’s poll the audience, how would you find…

The best sushi restaurant in Boston, MABest practices for business blogging

How to dye your hair white

151 billion searches done per month online.

Cold Calling Cold Emails (SPAM)

Interruptive AdsMarketer - Centric

BloggingOffersHelpful emailsCustomer - Centric

INBOUNDTRADITIONAL

vs

So does inbound look like in practice?

What I clicked:

What I clicked: What I wanted:

What I got:

What I got:

What I got:

What I got:

Inbound is a fundamental shiftin the way we do business.

INBOUND MARKETING IS A FUNDAMENTAL SHIFT IN THE WAY WE CONNECT WITH PROSPECTIVE CUSTOMERS.

Information empowers people with the means to make their own

choices. Because even if you don’t, they’re still going to make those choices anyway – and probably won’t think of your

organization when doing so.

Marketingpeople love.

Inbound

So how do we actually do inbound?

What that looks like is this:

The Inbound Methodology

WHY BOTHER WITH FUNDAMENTALS.2

But wait, what are some fundamentals?

Getting this right takes an understanding of each buyer persona and their typical path to purchase.

This can help you to identify which keywords to use, and when – along with the type of content you should share and when. What is it?

FUNDAMENTALS OF INBOUND SUCCESS:

The Buyer’s Journey

Inbound marketers who are doing the work but still aren’t seeing success, 9 out of 10 times, we find that it’s because they don’t have these…

What is it?

Buyer Personas

FUNDAMENTALS OF INBOUND SUCCESS:

If doing this isn’t made a priority, it will be almost impossible to gain any valuefrom inbound marketing or the HubSpot software.

What is it?

FUNDAMENTALS OF INBOUND SUCCESS:

Content

Buyer Personas

FUNDAMENTALS OF INBOUND SUCCESS:

1

2

3

The Buyer’s Journey

Content

Nobody was talking about this stuff 3 years ago.

MARCUS SHERIDAN.• Owned a failing pool

company.• Bought in to inbound

marketing as a last ditch resort.

• Created content, upon content, upon content.

#InboundMarketingWeek

If you rememberanything from today, let it be that a strong foundation is necessary.

FUNDAMENTALS OF INBOUND SUCCESS.3

Buyer Personas

FUNDAMENTALS OF INBOUND SUCCESS:

1

2

3

The Buyer’s Journey

Content

BUYER PERSONAS1

Your buyer personas are who you’re trying to reach.Instead of trying to attract, convert, close & delight

all 3 billion people on the Internet, focus on the ones

who will potentially buy.

Don’t just attract anybody to your website, create the right content that will appeal to the right visitors you’re trying to

attract.

Semi-fictional representations of your ideal customer based on real data and some select educated speculation about

customer demographics, behavior patterns, motivations, and goals.

BUYER PERSONAS

Every marketing activity

that you take, moving forward must tie back

to your buyer personas.

#InboundMarketingWeek

TOP BUYER PERSONA QUESTIONS

• Do they apply to my business model?

• Do I have to do the research?

• How many should I have?

So, what do these buyer personas look

like exactly?

However you shape or outline your buyer personas is up to you!

Meet Sam.

Knowing this, what kind of blog post could we create that speak to Sam?

WANT TO LEARN HOW TO DEVELOP YOUR COMPANY’S BUYER PERSONAS?

Join our HubSpot Academy Buyer Personas training.

But, it’s enough to know just who you’re trying to reach, you also have to know what they want to see:

Buyer’s journey

THE BUYER’S JOURNEY2

The Buyer’s JourneyThe active research process someone goes through leading up to making a purchase.

THE BUYER’S JOURNEY

THE BUYER’S JOURNEY

THE BUYER’S JOURNEY

THE BUYER’S JOURNEY

THE BUYER’S JOURNEY

CONTENT3

FLICKR USER MCGRATHS

Marketingpeople love.

#InboundMarketingWeek

Content Context

Inbound Marketing = Content + Context

Your content is your marketing toolkit. Things like blogs, interactive tools, photos/infographics, videos, and eBooks/presentations work to attract, convert, close, and delight.

CONTENT

FLICKR USER DAVID | POOLE

CONTENT:

ebooks

White papers

Checklistsvideos

Offers

Blog posts

Case studiesWebinarsBuying guides

webinarsSlide-share decks

Informational kids

CONTEXTContext is who you’re creating it for: you can’t just write any posts, you have to write the right ones – those tailored to who you’re trying to reach and what they’re interested in.

FLICKR USER CINDEESNIDERRE

THE BUYER’S JOURNEY

Buyer Personas

FUNDAMENTALS OF INBOUND SUCCESS:

1

2

3

The Buyer’s Journey

Content

If you were to give one piece of advice to someone else today about one of the fundamentals -

What would it be?

TAKEAWAYS & RESOURCES.

KEY TAKEAWAYS1. Inbound marketing is a fundamental shift in the

way businesses connect with people.2. Fundamentals are the foundation in which our

entire marketing is built upon. 3. Buyer personas & buyer’s journey and content

are what makes our marketing lovable. 4. We won’t wake up one day knowing these

things – if not now, then when.

#InboundMarketingWeek

RESOURCES1. Buyer Persona Creation Template:

https://library.hubspot.com/the-marketers-guide-to-creating-buyer-personas

2. The Buyer’s Journey Webinar: http://academy.hubspot.com/webinars/the-buyers-journey-webinars/

3. Content creation Tips: http://blog.hubspot.com/marketing/topic/content-creation

4. HubSpot Academy Tips: http://academy.hubspot.com

@sbedrickREACH OUT ON TWITTER:

THANK YOU!