InBlurbs - Inbound Marketing Präsentation - Was ist Inbound Marketing
Inbound Marketing The Art of Not Sucking - The Content Marketing Show
-
Upload
kieran-flanagan -
Category
Business
-
view
19.230 -
download
0
description
Transcript of Inbound Marketing The Art of Not Sucking - The Content Marketing Show
![Page 1: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/1.jpg)
INBOUND MARKETING: THE ART OF NOT SUCKING.
Kieran Flanagan, Marketing Director (EME) @ HubSpot@searchbrat [email protected]
INBOUND MARKETING: THE ART OF NOT SUCKING.
Kieran Flanagan, Marketing Director (EMEA) @ HubSpot@searchbrat [email protected]
![Page 2: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/2.jpg)
MARKETERS ARE NOT LOVED.
stockbrokers lawyerscar salespeople
Polticians
marketers
Less Lovable More Lovable
![Page 3: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/3.jpg)
MARKETERS CREATE SUCKY EXPERIENCES.
![Page 4: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/4.jpg)
Don’t believe me, want some examples?
![Page 5: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/5.jpg)
SH
OR
TC
UT
SG
EN
ER
ICG
EN
ER
IC
![Page 6: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/6.jpg)
Spam:
“The Aids equivalent for the internet. No known cure.”
Source: http://www.urbandictionary.com/
![Page 7: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/7.jpg)
INTER
RU
PTI
VE
![Page 8: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/8.jpg)
Pop up ads:
“The reason the internet sucks.”
Source: http://www.urbandictionary.com/
![Page 9: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/9.jpg)
Inte
rru
pti
ve
SELFIS
H
![Page 10: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/10.jpg)
Generic
2
SUCKING AT MARKETING
Selfish3
1
Interruptive
![Page 11: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/11.jpg)
Generic Understand Your Audience
2
SUCKING A LOT LESS AT MARKETING
Selfish Promote Value3
1
Interruptive Aim for Remarkable
![Page 12: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/12.jpg)
1 BUYER PERSONAS
UnderstandYour
Audience1
![Page 13: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/13.jpg)
MARKETING MARY• Professional marketer (VP, Director, Manager)• Mid-sized company (25-200 employees)• Small marketing team (1-5 people)• BComm (BU), MBA (Babson)• 42, Married, 2 Kids (10 and 6)
Goals:• Support sales with collateral and leads• Manage company communications• Build awareness
Challenges:• Too much to do• Not sure how to get there• Marketing tool and channel mess
Loves HubSpot because:• Easy to use tools that make her life
easier• Learn inbound marketing best
practices• Easier reporting to sales and CEO
Primary
![Page 14: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/14.jpg)
OWNER OLLIE• Business owner (Founder, President, Partner)• Small business (1-10 employees)• Industry expert with no marketing experience• BA History (University of Illinois)• 44, Married, 3 Kids (20, 16, and 11)
Goals:• Deliver on past sales• Generate new sales• Keep the business running
Challenges:• Lack of marketing expertise• No control over marketing assets• No time or budget for marketing
Loves HubSpot because:• Get more sales and leads• Get control over marketing assets• Learn Inbound Marketing
Secondary
![Page 15: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/15.jpg)
ENTERPRISE ERIN• Director of Marketing Operations
(VP Marketing , Product Marketing)• Large company (200-2,000 employees)• Marketing team of 15+• BS (Merrimack), MBA (Bentley)• 30, Married recently
Goals:• Demand/pipeline generation• Campaign execution and coordination
Challenges:• Working with sales• Data & technlogy overload• Selling use cases to IT, Legal,
Sales, Execs
Loves HubSpot because:• Integration with all of her systems• Homebase for marketing with
takeaways• Easy to execute on campaigns• Stay at the forefront of marketing
Secondary
![Page 16: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/16.jpg)
23%of European marketersare focused on reachingthe right audience, andconverting them into leads.Resource: http://offers.hubspot.com/2013-state-of-inbound-marketing-europe
![Page 17: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/17.jpg)
”“
@Searchbrat
A successful Inbound Marketing strategy is anchored around your different buyer personas
@ tweet this
![Page 18: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/18.jpg)
1 BUYER PERSONAS
UnderstandYour
Audience1
Aim for Remarkable2
![Page 19: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/19.jpg)
Create content that adds value,
![Page 20: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/20.jpg)
Create content that adds value, solves a pain point,
![Page 21: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/21.jpg)
Create content that adds value, solves a pain point, or just entertains.
![Page 22: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/22.jpg)
WHAT WOULD MY AUDIENCE PAY FOR ?.
![Page 23: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/23.jpg)
![Page 24: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/24.jpg)
![Page 25: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/25.jpg)
![Page 26: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/26.jpg)
![Page 27: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/27.jpg)
![Page 28: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/28.jpg)
![Page 29: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/29.jpg)
”“
@Searchbrat
Being remarkable is something you strive for, a mindset, not just marketing fluff.
@ tweet this
![Page 30: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/30.jpg)
3Promote
Value
![Page 31: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/31.jpg)
”“
@Searchbrat
Marketers will always ask how to do more content. The right question is how do I distribute it to the right people
@ tweet this
![Page 32: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/32.jpg)
![Page 33: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/33.jpg)
![Page 34: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/34.jpg)
THE POSSIBLE EYEBALLS YOU CAN GENERATE.
Content
Distribution
Channels
Available Audience
Engagement (CTR)
Engaged Audience
Blog 50,000 6% 3000
Email 10,000 3% 300
Facebook 8000 2.5% 200
Twitter 1000 0.5% 5
Co-Brand 30000 1.5% 450
![Page 35: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/35.jpg)
”“
@Searchbrat
If you spend 10 hours developing a piece of content you should spend at least 10 hours promoting it.
@ tweet this
![Page 36: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/36.jpg)
Hire for Content Distribution ?
![Page 37: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/37.jpg)
Leverage Audience
![Page 38: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/38.jpg)
![Page 39: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/39.jpg)
![Page 40: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/40.jpg)
![Page 41: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/41.jpg)
Seed to people with
the same interests
![Page 42: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/42.jpg)
Facebook – Custom
Audiences / Interests /
Individuals / Retargeting
![Page 43: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/43.jpg)
Twitter Slide
Twitter Interest Groups
![Page 44: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/44.jpg)
PAID CONTENT DISCOVERY IS GOING TO BE BIG.
www.outbrain.com www.taboola.com
![Page 45: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/45.jpg)
Take time to understand your audience.
![Page 46: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/46.jpg)
Aim for remarkable.
![Page 47: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/47.jpg)
And promote the value you create.
![Page 48: Inbound Marketing The Art of Not Sucking - The Content Marketing Show](https://reader038.fdocuments.net/reader038/viewer/2022110306/554d06ceb4c905d4568b492c/html5/thumbnails/48.jpg)
Get in Contact.Twitter: @searchbrat
LinkedIn: linkedin.com/in/kieranjflanagan
Google+: Search for “Kieran Flanagan: