building an audience the inbound way

Building an Audience the Inbound Way

Cape Cod Theater CoalitionNovember 2012

Presented by Beth Dunn

BethDUNN@bethdunn

HubSpot User Experience

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AGENDA

Identifying Your Personas

Creating Content and Offers

Questions

What is Inbound Marketing?

Defining Your Goals

What Is

INBOUND MARKETING

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Brian HalliganHubSpot Co-founder & CEO

Search engines, blogging and social media have fundamentally transformed the way people spend their money.

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Brian HalliganHubSpot Co-founder & CEO

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But most organizations still use outdated marketing methods that peoplefind intrusive and screen out.

Craig DavisChief Creative OfficerJ. Walter Thompson

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Audiences everywhere are tough.

They don’t have time to be browbeaten by old fashioned advertising.

They want content & offers that

appeal directly to

them

Organizations that blog get

website visitors.55% more

57% of organizations that bloghave acquired a new customer that found them through their blog.

67%of businesses & organizations

have acquired a customer through Facebook.

42%of organizations have acquired

a customer through Twitter.

I get it. Fine.But where do I start?

Start by knowing your

target.

2IDENTIFYINGYOUR

PERSONAS

Fictional Characters that Represent Your

IDEAL Customers

Who Is Your Current Persona?

Talk to your box office volunteers

Interview a few active members

Survey your current list

Look at whatever data you have

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Questions To Answer

What does a day in their life look like?

What problems do they face?

What is their day job?

Where do they go for information?

What are their common objections to buying from you?

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Questions To Answer

Age? Education?

Income level?

Male or female?

What restaurants do they enjoy?

What TV shows do they watch?

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Persona Profile ChecklistPersona Detail Questions to Ask

Role What is your job role? Your title?How is your job measured?What is a typical day?What skills are required?What knowledge and tools do you use?Who do you report to? Who reports to you?

Company What industry or industries does your company work?What is the size of your company (revenue, employees)?

Goals What are you responsible for?What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job?What publications or blogs do you read?What associations and social networks do you belong?

Personal Background

Age, Family (married, children), Education

Shopping Preferences

How do you prefer to interact with vendors? (email, phone, in person)Do you use the internet to research vendors or products? If yes, how do you search for information?

1. Start With RealityMarie spent 20 years working as a teacher and now volunteers at the local library. She uses a computer but doesn’t really get into Facebook – mostly she checks out websites and reads email. She likes to go exploring on the trails at the National Seashore and Audubon preserves, and when her grandchildren visit her she prefers to get active and outdoors with them.

John is a high school sophomore who wants to pursue acting and film in college. He’s also involved in sports (track, soccer) and is a high academic achiever. He volunteers for a number of different organizations, but what he really wants is an internship that will give him solid work experience in theater.

2. Make It Fictional

Marketing MaryVP, Director, or Manager of MarketingSmall or Mid-Sized Company

Retiree Renee

Retiree Renee67, lives in Harwich2 kids, 5 grandkidsActive, educated, professional

Student Sam

Student SamNauset Sophomore15 years oldActive in drama club and band

Grandpa Gary

Grandpa GaryAssisted living in ChathamFixed incomeLikes cultural outings with friends

Pull it all together.

3DEFINING YOUR

GOALS

BE SMART

S Specific

M Measurable

A Attainable

R Relevant

T Timely

SMART Goal Setting

Bad Goals.> I want more traffic to my website.> My boss wants us to get more online

ticket sales.> I want more butts in seats, maybe 2x

what I have now.Good Goals.

> I want to increase total website visits 50% in the next 6 months so that I can sell more program advertising.

> I want more student membership revenue. I want an average of 10 more per month over the next three months.

> To hit my 2013 revenue goals, I know I need to bring in an average of 50 more full-price tickets each week than I did in 2012.

Good Goals.• I want to change [X metric] • among [Y persona] • by [Z quantifiable amount] • in order to [further some larger strategic goal]• and • my deadline for achieving this is [date].

Good Goal #1.• I want to increase memberships• among Student Sam• by 50%• in order to double overall member numbers this year• and • my deadline for achieving this is November 1.

Good Goal #2.• I want to increase annual fund donations• among Retiree Renee• by 20%• in order to match operating expenses this year• and • my deadline for achieving this is December 31.

Good Goal #3.• I want to increase senior summer ticket sales• among Grandpa Gary• by 40%• in order to help us exceed our annual revenue goals• and • my deadline for achieving this is Labor Day.

4 CREATE CONTENT AND OFFERS

Create content that appeals to your target

persona

Create an offer that they will love.

Blog about your offer.

Add a call to action.

Link it to a landing page.

Give them the offer..

What should we offer?

What should we offer?

• A map of nearby activities for kids (Renee)

What should we offer?

• A map of nearby activities for kids (Renee)

• Advice on how to give a killer audition (Sam)

What should we offer?

• A map of nearby activities for kids (Renee)

• Advice on how to give a killer audition (Sam)

• A list of local senior discounts (Gary)

What should we offer?

• A map of nearby activities for kids (Renee)

• Advice on how to give a killer audition (Sam)

• A list of local senior discounts (Gary)

• Merchandise (Who knows?)

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REMEMBER

Define Your Personas

Create Content and Offers

Analyze Your Results

Keep It “Inbound”

State Your Goals

5 QUESTIONS

@bethdunn

bdunn@hubspot.com

508-367-5019

THANK

YOU

BethDUNN@bethdunn