6 tips and tricks on marketing: practical takeaways from inbound 2014

6 TIPS AND TRICKS ON MARKETING

Want to talk delight? http://bit.ly/1CWNNNa

Practical Takeaways from Hubspot’s INBOUND 2014 Conference

TIP 1: BE INSANE

Do crazy things.

“It’s hard to get something across, unless you do something bold.”

Brooke Hammerling Founder, Brew Media Relations @brooke

IMPACT removed their blog sidebar.

IMPACT removed their blog sidebar. And increased conversion rates.

IMPACT removed their blog sidebar. And increased conversion rates. 74%

Idea from IMPACT: http://bit.ly/1vNWrNQ

TIP 2: BE HUMAN

Content should add value AND entertain.

“Don’t just create marketing campaigns. Build tribes. Inspire movements.”

Ekaterina Walter @ekaterina

A boring brand like H&R Block is better at engaging their customers than you, because they are using humor and being human.

Idea from Visual Storytelling: http://amzn.to/1ylANzQ

TIP 3: BE PROACTIVE

Re-engage cold leads.

“Instead of selling, you educate and inform.”

David Meerman Scott @dmscott

Set a workflow to change lead status if no activity in 60 days.

Set a workflow to change lead status if no activity in 60 days.

Change tactics here, and send a simple email to these leads.

Set a workflow to change lead status if no activity in 60 days.

Change your tactics, and send a simple email to these leads.

Idea from Predictable Revenue: http://amzn.to/ZNWX1M

Hey there [NAME], [Compliment about the business]. By chance do you know who is the right person to talk to regarding [COMPANY NAME’S] [YOUR UNIQUE PROBLEM SOLVER]. Best, [SALES DUDE]

TIP 4: BE FOCUSED

Don’t spray and pray during promotion.

“When you look at successful attempts at transformation you will see an

act of reframing the problem that makes the revolution

possible.”

Malcolm Gladwell @gladwell

Enhanced Facebook audience retargeting.

Enhanced Facebook audience retargeting. Set retargeting campaigns for hard to convert

visitors who have seen a certain page.

Enhanced Facebook audience retargeting. Set retargeting campaigns for hard to convert

visitors who have seen a certain page. 96% of people who visit a website, leave without

completing the actions marketers want them to make.

Idea from Larry Kim: http://slidesha.re/1tgcSS8

Set a workflow to change lead status if no activity in 60 days.

Change your tactics, and send a simple email to these leads.

Just need an excel file of email addresses, of all those that have reached a decision

stage offer, but have not converted.

Audiences in your Facebook Ads Manager: Create Audience and Custom Audience. Click on Data File Custom Audience and follow

the instructions for the setup.

Can also use Twitter targeting to hit influencers that you want to write about your content.

Idea from Kieran Flanagan: http://slidesha.re/10ovrc6

Can also use Twitter targeting to hit influencers that you want to write about your content.

Find your niche topical experts to target.

TIP 5: BE NATURAL

Let’s make it easier to do stuff.

“Our goal isn’t to shove content into Inboxes, it’s providing something

worth reading.”

Anum Hussain @anum

We all want more blog subscribers.

We all want more blog subscribers. Let’s double your list.

Create a subscription checkbox on every form. Set it to be checked on default.

See: http://bit.ly/1zkPtnc

Set a workflow to change lead status if no activity in 60 days.

Change your tactics, and send a simple email to these leads.

People are only going to uncheck if they REALLY don’t want your messages.

It’s naturally easier to leave checked if they

feel good about your brand’s content.

TIP 6: BE DELIGHTFUL

Delighting customers allows you to truly be human.

“Customer Delight is about knowing the impact you have on customers.”

Loree McDonald @loreemcdonald

Report on customer happiness to ensure delight.

Report on customer happiness to ensure delight. Set systems in place in order to capture it.

Set a workflow to change lead status if no activity in 60 days.

Change your tactics, and send a simple email to these leads.

See: http://bit.ly/1zkPtnc

Send out a short, simple survey, to understand how your customers

feel right now.

Just asking for feedback can increase your customer engagement.

See info on that here: http://bit.ly/10oL1ED

Check out Simple Bank’s survey invite. They live up to their name.

Create follow-up actions based off of the survey.

See follow up suggestions here: http://bit.ly/1CXjaY0

How delighted would you be, if a brand reached out to you to solve your problem proactively?

IN CONCLUSION

Be insane.

Be human.

Be proactive.

Be focused.

Be natural.

Most importantly, be delightful.

THANK YOU

HOW TO REACH ME

Xand Griffin @xandgriffin xand.griffin@peoplemetrics.com www.peoplemetrics.com

Want to talk delight?

http://bit.ly/1CWNNNa