liverpool hubspot user group - march 2017
TRANSCRIPT
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Wednesday 22nd March 2017
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@LiverpoolHUG #LiverpoolHUG
Who are we?
www.weareinstinctive.co @instinctive_hq
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@LiverpoolHUG #LiverpoolHUG
Who are we?Stewart Bennett
Digital Marketing Executive
@stewart_bennett
Chris Roche
Growth Marketing Manager
@CR_instinctive
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@LiverpoolHUG #LiverpoolHUG
Follow us…Follow us on Twitter @LiverpoolHUG
Check yourself in using #LiverpoolHUG
Join our LinkedIn Group
bit.ly/huggroup
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@LiverpoolHUG #LiverpoolHUG
What is a H.U.G?
A HubSpot User Group is a meet-up bringing together:
• HubSpot customers
• Non HubSpot customers
• Inbound Marketers
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@LiverpoolHUG #LiverpoolHUG
What is a H.U.G?Over 100 H.U.G Meet-ups around the globe
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@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
Agenda…• 6:00-6:05: Introduction
• 6:05 - 6:25 - Brendon Macdonald
• 6:25 - 6:45 - Mark Russell
• 6:45 - 7:00 - Break
• 7:00-7:20 - Robbie McFarlane
• 7:20 - 8:00 - Wrap up and more networking
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@LiverpoolHUG #LiverpoolHUG
How & What to Consider for a Successful Inbound Campaign
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@LiverpoolHUG #LiverpoolHUG
Inbound Marketing Strategy
3 Step Process
Discovery Roadmap Funnels1 2 3
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@LiverpoolHUG #LiverpoolHUG
Discovery
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@LiverpoolHUG #LiverpoolHUG
roi.yelloveedub.co.uk
Benchmarks
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@LiverpoolHUG #LiverpoolHUG
hubspot.com/roi
Smart Goals
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@LiverpoolHUG #LiverpoolHUG
Reporting
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@LiverpoolHUG #LiverpoolHUG
Roadmap
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@LiverpoolHUG #LiverpoolHUG
Content your prospects love
Smart Content = Content + Context
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@LiverpoolHUG #LiverpoolHUG
Context + Content
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@LiverpoolHUG #LiverpoolHUG
Persona Creation
Research:! Interviews! Surveys! Online
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@LiverpoolHUG #LiverpoolHUG
Persona Creation
Answers:1. Triggers/Change Drivers2. What are their common
questions at each stage
Research:! Interviews! Surveys! Online
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@LiverpoolHUG #LiverpoolHUG
Funnel
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@LiverpoolHUG #LiverpoolHUG
Blog Post
Blog Post
Blog Post
Blog Post
Offer
Email 1 Email 2 Email 3 Email 4 Email 5
Offer
Email 1 Email 2 Email 3 Email 4 Email 5
Offer
Traditional Campaign...a ton of assets to create every time…
Contacts need to follow the exact flow you predict...
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@LiverpoolHUG #LiverpoolHUG
Takeaway:Build a static funnel and focus on driving traffic into that funnel.
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@LiverpoolHUG #LiverpoolHUG
Why?You don’t need to build Consideration and Decision Stage Offers and lead nurturing for every campaign.
Takeaway:Build a static funnel and focus on driving traffic into that funnel.
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@LiverpoolHUG #LiverpoolHUG
Blog Post
Blog Post
Blog Post
Blog Post
Offer
Inbound Funnel:
Persona AFunnel
Persona BFunnel
Persona CFunnel
Blog Post
Blog Post
Blog Post
Blog Post
Blog Post
Blog Post
Blog Post
Blog Post
Q1
Best Describes Me
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@LiverpoolHUG #LiverpoolHUG
Persona A
What Lives Inside?Awareness Stage Lead NurturingConsideration Stage Blog PostsConsideration Stage Content OffersConsideration Stage Lead NurturingDecision Stage Content OffersDecision Stage Lead NurturingDecision Stage Web PagesSales Team Sequences
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@LiverpoolHUG #LiverpoolHUG
Lowest hanging fruit:Identify the profitable personas and start building at the bottom of the funnel.
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@LiverpoolHUG #LiverpoolHUG
Offer 1
Persona AFunnel
Persona BFunnel
Persona CFunnel
Best Describes Me Offer 2
Best Describes Me
Offer 3
Best Describes Me Offer 4
Best Describes Me
Offer 5
Best Describes Me Content offers can change, but the
forms stay the same.
Inbound Funnel:
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@LiverpoolHUG #LiverpoolHUG
Awareness Stage List (Lead Score 1-15)
Consideration Stage List (LS 15-25)
Decision Stage (LS 25-35)
5 5 7 9 11 13
24 21 18 16
28 32
Backburner List (LS 1-15)
Backburner List (LS 15-25)
13
17
Awareness Stage Form
Backburner (LS 25-35)
26
Sales Qualified
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@LiverpoolHUG #LiverpoolHUG
A Tactical Approach to Attracting Strangers on Social Media
HubSpot User Group x bmicro Mark Russell@bmicro_co@mrrussell1
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@LiverpoolHUG #LiverpoolHUG
1.Unsure about where to start with social media and how to use it as a marketing channel
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@LiverpoolHUG #LiverpoolHUG
2. Wondering how to find the right people on social media and how to talk to them?
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@LiverpoolHUG #LiverpoolHUG
3. Ever struggled with sharing content and choosing which social media channel to use?
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@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
Persona x Purpose
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@LiverpoolHUG #LiverpoolHUG
you will need:Business Model & User Centred Model Canvas
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@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
Influencers
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@LiverpoolHUG #LiverpoolHUG
you will need:
HARO/Source Bottle
Followerwonk/Klout
Twitter Lists/FB Groups/Sub-Reddits
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@LiverpoolHUG #LiverpoolHUG
help reporters out and give them stories that they can use & you can share on social media
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@LiverpoolHUG #LiverpoolHUG
micro influencers
&
macro influencers
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@LiverpoolHUG #LiverpoolHUG
Personal network
Current customer's & client's
Bloggers, journalists, editors, academics, researchers
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@LiverpoolHUG #LiverpoolHUG
Professional network
Decision makers
People of influence
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@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
Content x Creating
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@LiverpoolHUG #LiverpoolHUG
you will need:KeywordsContent Bank
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@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
Content Bank (Your Own Stuff)
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@LiverpoolHUG #LiverpoolHUG
make tweets & posts from your website and content + store images and videos in Google Drive
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@LiverpoolHUG #LiverpoolHUG
write blogs about your industry, events you attend, new things you learn + how you learn
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@LiverpoolHUG #LiverpoolHUG
schedule posts to go out every day for the next month
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@LiverpoolHUG #LiverpoolHUG
Content x Curating
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@LiverpoolHUG #LiverpoolHUG
you will need:KeywordsGoogle Alerts/Feedly
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@LiverpoolHUG #LiverpoolHUG
Curating Content (Other People’s Stuff)
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@LiverpoolHUG #LiverpoolHUG
use your keywords for Google Alerts and Feedly + take this content and share it on social media
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@LiverpoolHUG #LiverpoolHUG
add your own point of view that relates to what you are sharing
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@LiverpoolHUG #LiverpoolHUG
• @mention author• add them to a list• build a relationship• create thought leadership
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@LiverpoolHUG #LiverpoolHUG
rinse and repeat the basics - schedule content bank and share curated content
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@LiverpoolHUG #LiverpoolHUG
Engagement x Organic
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@LiverpoolHUG #LiverpoolHUG
you will need:Buzzsumo (Paid)Automated SoftwareAdvanced Search
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@LiverpoolHUG #LiverpoolHUG
view the most popular content by keywords and who shared them online
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@LiverpoolHUG #LiverpoolHUG
automatically like social media posts by keyword/hashtag
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@LiverpoolHUG #LiverpoolHUG
builds up following and gives you people to speak to (set by geographical location)
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@LiverpoolHUG #LiverpoolHUG
follow people (manually or automatically) based off keywords and hashtags
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@LiverpoolHUG #LiverpoolHUG
follow the followers of accounts that are relevant to you and follow people who use your keywords
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Engagement x Paid
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@LiverpoolHUG #LiverpoolHUG
you will need:Facebook Ads
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@LiverpoolHUG #LiverpoolHUG
• remarketing• promoted posts• custom audiences• look-a-like audiences
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@LiverpoolHUG #LiverpoolHUG
target people based on the behaviours they have taken on your website
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@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
Thank you
@bmicro_co@mrrussell1@social_meetupwww.bmicro.co
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@LiverpoolHUG #LiverpoolHUG
Break…
Be back in 15 minutes
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Turn your website into a converting machine
@LiverpoolHUG #LiverpoolHUG
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of marketers say generating traffic and leads is their top challenge.
65%
@LiverpoolHUG #LiverpoolHUG
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Every visitor is an opportunity@LiverpoolHUG #LiverpoolHUG
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15,000 Visitors
3 Customers
150 Leads
1%
2%
£9000
=
@LiverpoolHUG #LiverpoolHUG
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15,000 Visitors
6 Customers
300 Leads2%
£18000
=
2%
@LiverpoolHUG #LiverpoolHUG
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1. Create valuable, relevant content
@LiverpoolHUG #LiverpoolHUG
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“ There is no conversion strategy without a content strategy, no content strategy without a clear buyer persona definition and a mapped out buyer’s journey.
@LiverpoolHUG #LiverpoolHUG
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of B2B marketers say they don’t have a documented content
marketing strategy.
68%
@LiverpoolHUG #LiverpoolHUG
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The more VALUE you give, the more you’ll get back.
@LiverpoolHUG #LiverpoolHUG
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Current performance Visitor to Lead % Lead to Customer % Actual MQLs & SQLs
2. Benchmark & Set Goals
Set SMART goals: “By the end of June, we aim
to increase the overall visitor to lead conversion rate by 20%, going from 100 to 120 leads a month”
@LiverpoolHUG #LiverpoolHUG
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3. Build Conversion Paths
@LiverpoolHUG #LiverpoolHUG
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CTA Landing page Form Thank you
page
@LiverpoolHUG #LiverpoolHUG
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CONTEXT TO PERSONALISETips: Smart CTAs
@LiverpoolHUG #LiverpoolHUG
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CTA Landing Page Form Thank you
page
@LiverpoolHUG #LiverpoolHUG
![Page 89: Liverpool HubSpot User Group - March 2017](https://reader030.vdocuments.site/reader030/viewer/2022020213/58eceb9f1a28abfe418b459f/html5/thumbnails/89.jpg)
CTA Landing Page Form Thank you
page
@LiverpoolHUG #LiverpoolHUG
![Page 90: Liverpool HubSpot User Group - March 2017](https://reader030.vdocuments.site/reader030/viewer/2022020213/58eceb9f1a28abfe418b459f/html5/thumbnails/90.jpg)
CTA Landing Page Form Thank you
page
@LiverpoolHUG #LiverpoolHUG
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A/B TEST FORMSTips: Nice to have vs Need to have
@LiverpoolHUG #LiverpoolHUG
![Page 92: Liverpool HubSpot User Group - March 2017](https://reader030.vdocuments.site/reader030/viewer/2022020213/58eceb9f1a28abfe418b459f/html5/thumbnails/92.jpg)
CONTEXT TO PERSONALISETips: Smart Forms
@LiverpoolHUG #LiverpoolHUG
![Page 93: Liverpool HubSpot User Group - March 2017](https://reader030.vdocuments.site/reader030/viewer/2022020213/58eceb9f1a28abfe418b459f/html5/thumbnails/93.jpg)
CONTEXT FOR SOCIAL PROOF2. Tricks of the trade - Social ProofingTips: Social Proofing
@LiverpoolHUG #LiverpoolHUG
![Page 94: Liverpool HubSpot User Group - March 2017](https://reader030.vdocuments.site/reader030/viewer/2022020213/58eceb9f1a28abfe418b459f/html5/thumbnails/94.jpg)
CTA Landing Page Form Thank You
Page
@LiverpoolHUG #LiverpoolHUG
![Page 95: Liverpool HubSpot User Group - March 2017](https://reader030.vdocuments.site/reader030/viewer/2022020213/58eceb9f1a28abfe418b459f/html5/thumbnails/95.jpg)
A/B TEST LANDING PAGES 4. Hypothesise, Test & Optimise
+336%
@LiverpoolHUG #LiverpoolHUG
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A/B TEST CTAs
+34%
-25%
4. Hypothesise, Test & Optimise
+21%@LiverpoolHUG #LiverpoolHUG
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A/B TEST CTAs
+46%
4. Hypothesise, Test & Optimise
@LiverpoolHUG #LiverpoolHUG
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A/B TEST CTAs
#0044CC
4. Hypothesise, Test & Optimise
+$80m
@LiverpoolHUG #LiverpoolHUG
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Recap
1. Create valuable, relevant content
2. Benchmark & Create Goals
3. Build your conversion path
4. Hypothesise, Test and Optimise
@LiverpoolHUG #LiverpoolHUG
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Robbie McFarlane McFrobbie
Thank You!
@LiverpoolHUG #LiverpoolHUG
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@LiverpoolHUG #LiverpoolHUG
Thanks!
Any Question?
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@LiverpoolHUG #LiverpoolHUG
www.inbound.com
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@LiverpoolHUG #LiverpoolHUG
Fancy speaking at future HUGs?
Visit
bit.ly/speakathug
to register your interest.
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@LiverpoolHUG #LiverpoolHUG
Register for the June HUG…
Visit bit.ly/junehug to register
Our next HUGs:
• Wednesday 7th June • Wednesday 6th September • Wednesday 25th October