increase audience using inbound marketing - ebriks infotech
TRANSCRIPT
Building an Audience the Inbound Way
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AGENDA
Identifying Your Personas
Creating Content and Offers
Questions
What is Inbound Marketing?
Defining Your Goals
What Is
INBOUND MARKETING 1
Brian Halligan HubSpot Co-founder & CEO
Search engines, blogging and social media have fundamentally transformed the way people spend their money.
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Brian Halligan HubSpot Co-founder & CEO
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But most organizations
still use outdated
marketing methods that people
find intrusive
and screen out.
Craig Davis Chief Creative Officer J. Walter Thompson
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 blog have acquired a new customer that found them through their blog.
I get it. Fine.
But where do I start?
Start by knowing
your target.
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IDENTIFYING
YOUR
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 Checklist Persona 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 Reality
Marie 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 Mary VP, Director, or Manager of Marketing
Small or Mid-Sized Company
Retiree Renee
Retiree Renee
67, lives in Harwich
2 kids, 5 grandkids
Active, educated, professional
Student Sam
Student Sam Nauset Sophomore
15 years old
Active in drama club and band
Grandpa Gary
Grandpa Gary Assisted living in Chatham
Fixed income
Likes cultural outings with friends
Pull it all together.
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DEFINING 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
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