Inbound Marketing Workshop

Kirsten Knipp

Defining Content Strategy & Converting Calls to Action

Get Found

Convert

Ana

lyze

Get Ready to Work Your Brain

Inbound Experiment

Develop Content Strategy

Create Landing Pages

Discuss & Analyze

4

Volunteers Needed …Prizes Awarded

Asking for volunteers in a few minutes …

You get:

• Peer consulting

• Great new offers

• Inbound Book!

6

Inbound Experiment

Content Strategy to Draw People Down the Funnel

7

SUSPECT: Just Browsing, Attract Me

PROSPECT: Learning More

LEAD: Interested

Nurture & Engage

1) Different depth & value of content at each stage2) Different willingness to share personal data at each stage

Content for Suspects

Just Browsing, Attract Me …

Draw them in with optimized & FREE content

• Blog Posts• Short Videos• Fun Testimonials• Any Short Form Content• Other

8

Content for Prospects

I’m Learning More, Help me Research?

Give mid-weight content, for the price of ‘staying in touch’

Get an email address …

• Tips• Checklists• Curated list of ‘best blogs’• Low touch tools (graders)• Contests• Other

9

Content for Leads

Interested, Help Solve my Problem …

Remarkable content or offers, in return for details (full form)

• eBooks & White Papers• Webinars• 30-Minute assessments• Free Trials• Demo Request / RFP• Other

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Inbound Experiment | What are we doing?

11

Volunteers Needed …Prizes Awarded

Volunteer, with laptop/wifi, to:

• Describe your company & target prospects

• Team brainstorm 3 different Content Offers

• Team builds landing pages with HubSpot Free Trial

• Discuss how you’d test

• Share findings

Inbound Experiment Instructions

• Instruction worksheets coming around• Break into groups of 5 – 6 people

• 1 Volunteer Presenter per group• 1 Scribe with Laptop with wifi per group

• Share company info, product, target market• Brainstorm, discuss & debate content for:

• Suspects• Prospects• Leads

• Questions to ask:• Do you believe any content should be free? Why or why not?• How can you convince others to give content for free?• What offers would be optimal for prospects along your funnel?• How do you know if it is ‘good enough’ to collect a lead?

Inbound Experiment Instructions continued

• Start one free trial (instructions on sheet)• Build Landing Page for:

• Prospect Oriented Content Offer• Lead Oriented Content Offer

• Get team mate or Kirsten to complete forms• Report Out on Offers & Landing Pages

• Kirsten to gather Portal IDs to display on screen

• What did you learn?• How did you think about types of content offers

• Share your examples

• What did people agree / disagree on in terms of free content

15

Questions Before We Begin?

Form Groups & Volunteer or Pick Someone

Form Groups & Find or Pick a

Volunteer

Reminder: What Gets Shared?

Rarely Shared

FrequentlyShared

• Product info• Free trials• Software documentation

• New data• Funny videos• Top-notch blog posts