intro to inbound marketing workshop

INTRO TO INBOUND MARKETING

GROW YOUR IMPACT HUB

Hi!I’m @ItaiBoublil

GLOBAL MARKETING LEAD

#GrowthWithImpactHub

@Itaiboublil Impact Hub

TODAY’SAGENDA



INBOUNDMARKETINGPAST PRESENT CONCEPTS DIVE INTO METHODOLOGY BUILDING YOUR TEAM



LET’S

IN TIMETRAVEL



THENMarketers had full control

Customers had no choice but to accept ads, cold calls, etc



NOWThe Buyer is in full control

The Buyer is armed with all the tools to do research

The Buyer can make a decision without your help



Customers’ Solution

Outbound Marketing



The old rules have

CHANGED

83% skip

TV ads

91% unsubscribe from email

20% Direct mail

never opened

48% are on do

not call lists

*Data provided by Hubspot



ATTRA TING ATTENTION

U

In order to attract customers we need to provide them something

they will love



IN THE REALM OF DIGITAL

People love Content

Blogs Videos &

Podcasts

Presentations &

Ebooks

Photos &

Infographics



CONTENT STRATEGY DONE RIGHT

Look how much organic traffic the site is getting over time.

Impact Hub Singapore Website Revamped

DRIVE TRAFFIC



HERE IS A BLOG POST FROM OCTOBER 2015

Look how much traffic it is still getting a ~year later (& continue getting)

Hubbington Post - Impact Hub Singapore

EVERGREEN



MORE CONTENT = MORE LEADS

Impact Hub Singapore - Lead Generation Strategy

CONTENT THAT PEOPLE LOVE INCREASES YOUR LEADS



MORE CONTENT = MORE CUSTOMERS

Impact Hub Singapore - BOFU

CONTENT THAT PEOPLE LOVE INCREASES YOUR CUSTOMERS



CONTENT

CREATION

FOR WHOM?


@Itaiboublil #UA2016 Impact Hub

BUYER PERSONAS


Ideation Edi

Pre-founder Inga

Investor Carl

You need to create a Buyer Persona based on your ideal customer



CREATING BUYER PERSONAS

WHO WHAT WHY HOW

BACKGROUND Job? Career path? Family?

DEMOGRAPHICS Male of female? Age? Income?

IDENTIFIERS Demeanour? Communications preferences ?

GOALS Primary goal? Secondary goal?

CHALLENGES Primary Challenge? Secondary challenge?

WHAT CAN WE DO …to help our persona achieve their goals? …to help our persona overcome their challenge?

REAL QUOTES About goals, challenges, etc

COMMON OBJECTIONS Why wouldn’t they join your Impact Hub?

MARKETING MESSAGING How would describe your solution to your persona?

ELEVATOR PITCH Sell your persona on your Impact Hub.



IDEATION EDI

Demographics • Female • Student: 20-30, low to no income.Lives in the city • Career shifter: 30-45, middle income (average annual:

€35K) to extremely wealthy (Europe), upper middle income to higher (US)

• Lives in capital cities, urban locations

Background • Two scenarios:

• Student: no job or a job of great dissatisfaction, possibly just out of school.

• Career Shifter: well educated, 5 years of work experience in a mid-level management corporate job leading a small team, now questioning what it would be like to be entrepreneur

• Single or in relationship with no kids (career shifter may be starting family)


Identifiers

• Focus on self-development/fulfilment - may lack meaning • Reads Harvard Business Review, Stanford Social Innovation

Review • Student: Active on all social media, international/spent a

semester abroad, busy/social, curious/interested, sustainability-/equity-driven, want social impact but undefined type, hypocritical (want to do good but lifestyle may differ - drive, fly, emit CO2), high expectations, attends summer entrepreneurship programs/camps

• Career Shifter: Active on LinkedIn, has Facebook, maybe Twitter. More focused/in tune with reality/mature; unsatisfied with career; has lots of skills; seeking a clear, fast, focused, plan; attends premier social enterprise conferences/ networking events; rediscovering courses/programs (e.g. Starting Your Business)


IDEATION EDI



IDEATION EDI

Goals • Turn their idea into action - find customers • Basic organisational infrastructure. • Support in strengthening personal motivation

Challenges • Gain visibility and recognition for her work • Access to new clients/investors/partners • Resources to finance herself and her Startup • Affordable and efficient workspace



IDEATION EDI

What can we do? • Give motivation, courage, support or provide access to

people who can all that. • Connect them with not just entrepreneurs but SOCIAL

entrepreneurs. • Assess their ideas - program: show up with an idea, go

through process to figure out whether or not it has the ability to make it - potential awards (Social Impact Awards, central Europe)

• Special membership focused on incubation acceleration (some IH’s have this)

• Access to knowledge: business help desk/coaching/skillshares/work bench/office hours

• Summerpreneurship - recruit interns for hub members, act as cohort, attend sessions/programs

• Job boards (especially for students)



IDEATION EDI

MARKETING MESSAGING?

ELEVATOR PITCH?



PlaceTime

ContentYOUR BUYER PERSONA INFORMS YOUR STRATEGY



BONUS!

www.makemypersona.com

CREATE YOUR PERSONA ONLINE


http://www.makemypersona.com


HOW DO YOU DECIDE WHAT CONTENT

TO CREATE?



COMPELLING

VALUE RELEVANCE TIMELY UNIQE



QUALITYTALK TO YOUR PERSONAS

GOALS PROBLEMS & FRUSTRATIONS SPECIFIC NEEDS


@Itaiboublil Impact Hub@Itaiboublil Impact Hub

PERSONA’S NAME

Content Ideas Content Ideas Content Ideas

Has realised & expressed symptoms of potential problem or opportunity

AWARENESS CONSIDERATIONHas clearly defined and given a name to their problem or opportunity

DECISIONHas defined their solution strategy, method, or approach.

Problem or opportunity that the above persona needs help with.

ORMULALIFE CYCLE STAGES



ORMULA

PERSONA’S NAMEIDEATION EDI

Edi is a career shifter. She wants to be an entrepreneur.

Problem: - Doesn’t like working in her company

because she wants to work for herself

- Coming up with an idea

- She doesn’t know if her idea is a good one

- Questions about opportunity cost

- She lacks of courage to make the 1st step

- Doesn’t have support or encouragement from family, friends, partner

Content Ideas

• Beginner’s Guide to shifting careers

• Blog post: how to come up with the courage to leave your corporate job

Content Ideas

• Template: Calculate the opportunity cost for starting your Startup

• Webinar: the process of ideation; Learn how the Pros do it!

Content Ideas

• Event: networking event - talk to real entrepreneurs

• Meet our co-founders one on one. Ask questions, get answers!

Has realised & expressed symptoms of potential problem or opportunity

AWARENESS CONSIDERATIONHas clearly defined and given a name to their problem or opportunity

DECISIONHas defined their solution strategy, method, or approach.

TRUST LEVEL



BONUS! HEADLINE ANALYSER

coschedule.com/headline-analyzer


http://coschedule.com/headline-analyzer


HOW DOES IT ALL WORK IN INBOUND MARKETING?


ATTRACT VISITORS

CONVERT LEADS

CLOSED CUSTOMERS


TOFU ATTRACT VISITORS

MOFU CONVERT LEADS

BOFU CLOSING CUSTOMERS

THE INBOUND FUNNEL



ATTRACT VISITORS

CONVERT LEADS

CLOSED CUSTOMERS

TOFU ATTRACT VISITORS

TOP OF THE FUNNEL Marketing activities that increases brand awareness. This is known as Demand Generation



Blogs Videos &

PodcastsPresentations

& Ebooks

Photos &

Infographics

CONTENTATTRACTS STRANGERS TO YOUR WEBSITE



• Content/Blog • Keywords/SEO • Social Media • Website • PPC

• Database • Landing Pages • Forms • Calls to Action

• Email • Lead Scoring • Workflows • CRM Integrations

• Personalised Emails • Workshops • e-books • Power of Free • Social Media

Strangers Visitors Leads Customers Promoters

Attract Convert Close Delight



ATTRACT VISITORS

CONVERT LEADS

CLOSED CUSTOMERS

MIDDLE OF THE FUNNEL

Marketing activities that increase visits to leads conversion. This is known as Lead Generation

MOFU CONVERT LEADS



TRAFFIC NO CONVERSION NO IMPACT HUB

$=+





• Email • Lead Scoring • Workflows • CRM Integrations





1@Itaiboublil Impact Hub

PLACE “SMART FORMS” TO CAPTURE SMART DATA

#GrowthWithImpactHub bit.ly/impacthubtakeover

2@Itaiboublil Impact Hub

PLACE “SUBSCRIBE” FORMS ON YOUR BLOG



ATTRACT VISITORS

CONVERT LEADS

CLOSED CUSTOMERS

BOTTOM OF THE FUNNEL

Marketing activities that increase leads to customers conversion. This is known as Closing BOFU

CLOSED CUSTOMERS


@Itaiboublil #UA2016 Impact Hub@Itaiboublil Impact Hub



• Email nurturing • Lead Scoring • Workflows • CRM Integrations • Closed Loop

Analytics






PROSPECT/VISITOR

LEAD

CUSTOMER

DEFINE YOUR LIFECYCLE STAGES



PROSPECT/VISITOR

LEAD

MQL

DEFINE YOUR LIFECYCLE STAGES

SQL

OPPORTUNITY

CUSTOMER



SALES + MARKETING =

SMARKETING



PROSPECT/VISITOR

LEAD

MQL

SQL

OPPORTUNITY

CUSTOMER

MARKETING

SALES

SMARKETING



MARKETING TO SALES

SALES TO MARKETING

Number & quality of leads required to hit Impact Hub Revenue

goals?

Speed & Depth follow-up that makes

economic sense

Slide format inspired by Hubspot

LINK IT



STRANGERS PROMOTERS

ATTRACT CONVERT CLOSE DELIGHT

VISITS LEADS CUSTOMERS

Social media SEO Keywords Blogging

Smart forms Landing Pages Calls-to-Action

CRM Lead Scoring Email nurturing

Smart content Events Social media love

THE INBOUND METHODOLOGY


HIRING FOR THE DARC AGES

DigitalAnalyticalReachContent

@Itaiboublil Impact Hub#GrowthWithImpactHub

Facebook Twitter

Link

edIn

Followers

Soci

al M

edia

In

form

atio

n

24/7 Like

s

Lead

s

Shar

es

Ret

wee

ts

Con

tent

CTR%Snap

chat

Conversion

SMM Instagram Succ

ess

DIGITAL CITIZEN


ANALYTICAL CHOPS

Marketing Databases

Cust

omer

s

Information

Dat

abas

e In

form

atio

n

Leads

conv

ersi

on

Met

rics

CRM

Land

ing

Page

s

Form

s

CTR%

Aut

omat

ion

Convert

Close Metrics Succ

ess


Reach

CelebrityFamous

Thou

ght L

eade

r

Lots Followers

Net

wor

king

Info

rmat

ion

Known Like

s

Aud

ienc

e

Spea

ker

Act

ive

Loved by people

Shar

e ca

use

Network

Blogger Community Succ

ess


CONTENT CREATORS

WriterJournalist Cr

eativ

e M

ind Experience

Gue

st B

logg

erIn

form

atio

n

Blogger

Des

igne

r

Love

wri

ting

Blo

gger

Act

ive

Love writing

Cont

ent C

reat

or

‘GSD’ Person

Blogger

Journalist Wri

ter



Digital Content Reach

Analytical Content

Content

PLUG THEM IN THE FUNNEL

?



HAVE WE FORGOTTEN ANYTHING?



The Saleminator

RevenuesProjections R

elen

tles

s

CRM

Rel

atio

nshi

p bu

ilder

Lead

s Ea

ter

Blogger

Des

igne

r

Quo

tas

Sell

Sel

l Sel

l

Act

ive

SQLs

Cont

ent C

reat

or

‘GSD’ Person

CRM

Closer Sale

s


TOP OF THE FUNNEL - TRAFFIC TO SITE

0

15000

30000

45000

60000

Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct

45,591

58,729

45,340

39,514

31,695

39,602

43,54145,171

17,182

37,894 38,909

34,707 35,993

40,222 41,485

15,84718,714 19,184 19,682

17,927

22,660 22,259

25,88524,201 23,586 22,882 22,225

2014/15 Some Marketing 2015/16 = Inbound Marketing

Google Penalty


Organic Traffic to Website increased by 133.7%

0

150000

300000

450000

600000595,586

254,949

2014/15 Pre Some Marketing 2015/16 Inbound Marketing


TOP OF THE FUNNEL - Social Media Growth per channel

0

10000

20000

30000

40000

Aug Sep Oct Nov Dec Jan Feb Mar Apr May June July Aug Sep Oct

0 0 0 0 0 245 641 731 1,103 1,428 1,658 1,875 2,104 2,330 2,4827,210 7,403

8,120 8,450 8,710 8,996 9,630 9,721 9,930 10,189 10,374 10,554 10,704 10,913 11,139

6,2308,145

9,55710,498

12,345 12,967 13,33415,259

16,31717,994

19,485 20,26421,977 22,250 22,519

12,34513,123 13,416 13,946

14,867 15,206 15,50316,352

19,693

23,052

28,665

31,207

33,270 33,493 33,791

Facebook Twitter LinkedIn Instagram Google + YouTube


Social Media Growth per 4 month

0

20000

40000

60000

80000

Aug Dec Mar Jun Oct

26,060

36,45642,660

60,857

70,701

SM Community growth


bit.ly/itaimarketing

THANK YOU!


http://bit.ly/itaimarketing

http://bit.ly/itaimarketing