Inbound Marketing 101
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Theis presentation was given at 500 startups "Marketing Hell Week", for the B2B track companies.
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Inbound Marketing 101
- 2. DOES YOUR SITE HELP YOU SELL? 02. + 02 NopadonGrowthMindset
- 3. WEBSITES THAT DONT HELP 02. + 03 List of Features. Company Overview. USP’s. The Hockey Stick Graph Awards. NopadonGrowthMindset
- 7. WHAT WE WANT TO TALK ABOUT HOW WE ACTUALLY HELP PEOPLE Vs
- 8. NopadonGrowthMindset + 07 “Franken”site (too many competing priorities) CEO “just wants it that way” “It isn’t a priority at the moment” Your just too close to it… WHY DOES THIS HAPPEN?
- 9. NopadonGrowthMindset 2 SOLUTIONS – 2 DIFFERENT Pain Points + 08
- 11. + 10
- 12. NopadonGrowthMindset Jobs Based Marketing “Job To Be Done” + 11
- 13. 02. + 12 NopadonGrowthMindset The Four Forces The Push of what is currently happening The Pull of a new solution The Anxiety of a new solution The Attachment to what they currently have
- 15. Age: Occupation: Income: Status: Location: Home: Education: Archetype: 31 IT Consultant Above Average Single London First home Economics BA Intellectual COOPERATIVE COMPETITIVE SUBMISSIVE ASSERTIVE CRITICAL OPEN MINDED EMOTIONAL LOGICAL RELAXED ENTHUSIASTIC SPONTANEOUS ORGANISED User Profile – Sensible Simon PERSONALITY BRANDS The Telegraph BBC News Marks&Spencers Waitrose The Economist Volvo KEY NEEDS The Lowest Interest Rate Ensure the website works on mobile – users mobile for finance convenience and for privacy at work. To see biased reviews and ratings. Language that is informal but knowledgable and direct. To provide all duration tail any fees. To be able to trust a new brand. FSA accreditation. When brands try to re-invent the wheel. Don’t make it fun, it’s a serious topic. Don’t try to sell him anything on social media but advice and tips are OK. Even with a degree in Economics he finds it hard to understand the T&C’s sometimes. He wouldn’t want to have a loan on his shoulders for too long. BEHAVIOUR NEEDS QUOTESFRUSTRATIONS “Low Interest rates. This is the priority. Nothing else really matters. The amount you have to pay back each month too.” Would use a loan for an emergency or a large purchase as a last resort. Private individual so prefers not to discuss money with friends, but maybe his family. Very traditional and risk averse so doesn’nt like to over leverage himself. Believes in traditional discipline or saving and doesn’t subscribe to having it now. Likes to know all the facts and options before making a decision. Would begin any research online – the obvious choice being moneysupermarket.com – which he has used in the past then he would look at all the other comparison sites. Believes financial services should empower the consumer to make an informed decision. “As long as they're covered by the FSA I woul’dnt be worried.” “IT REALLY BOILS DOWN TO THE RATE, THEN I’D LOOK AT OTHER FEATURES FOLLOWED BY THE T&C’S” “I’ve been stung in the past so I always check out the small print, just to be sure.” “I use spreadsheets {to budget} and have done so for years.” “Living on your own {financial} decisions are much more critical.” Simon has a good career with above average income. He recently bought his first flat and is in the middle of refurbishing some of the rooms. he is a private individual and risk averse. He has had 0% finance for car and furniture (with Ikano) but generally prefers to save if he needs something. LOGICALEMOTIONAL CAUTIOUS SPONTANEOUS
- 16. 02. + 15 NopadonGrowthMindset The Dirty Little Secret About Personas - They focus on Attributes rather that motivations and outcomes - Personas explain who people are but not why they do something
- 18. WHO ARE YOUR CUSTOMERS NopadonGrowthMindset + 18 How do they use your product? Who are your best customers? Who are the worst? What problems do you solve? Are you sure?
- 19. NopadonGrowthMindset + 19 Fictionalised + Generalised Content Strategy Website copy Content Mapping Email Copy SEO Product Roadmap Motivations Age: Occupation: Income: Status: 31 IT Consultant Above Average Single SUBMISSIVE ASSERTIVE CRITICAL OPEN MINDED EMOTIONAL LOGICAL COOPERATIVE COMPETITIVE RELAXED ENTHUSIASTIC SPONTANEOUS ORGANISED
- 20. NopadonGrowthMindset + 20 DO’s – Clearly define the goal… clarify the call to action based on an unmet need Create a negative customer The unprofitable customer, low average sale… Customer Motivations DONT’s – Create too many Get too aspirational Base it on one known user
- 21. What is success to them? What do they struggle with? What are their fears, insecurities? (don’t ask) Where do they get their information? How do they consume information? WHAT TO LOOK FOR. NopadonGrowthMindset + 21
- 22. NopadonGrowthMindset + 22 Internal data (Sales, Product Person, Returns, Customer Service) Surveys/Polling Speak to Customers! Analytics Focus Groups HOW DO I BUILD ONE?
- 23. NopadonGrowthMindset + 23 Financial Buyer EXTRA JOBS FOR SAAS Technical Buyer User Buyer
- 25. NopadonGrowthMindset + 25 What do you do? Where do your customers expect you to be? What are your core features? What questions do people often have? KEYWORD RESEARCH
- 26. NopadonGrowthMindset + 26 Funnel Stage Travel Activity Funnel Relates to vacations Suspicion of a problem vacation ideas Problem identified Europe vacation Looking for a solution alternative Europe vacation ideas solution has been chosen Paris vacations Complicating Issues Paris vacation kids Research specific solutions Paris plane tickets Research a specific brand Air France tickets Conversion Immenent Air France Tickets Cheap Post Conversion Travel insurance SEARCH FUNNEL
- 29. NopadonGrowthMindset + 29 INFORMATION SCENT Am I getting colder or warmer? Keywords/Language Visual clues Useful Do you look the part?
- 32. NopadonGrowthMindset + 32 GET TRAFFIC! GET LEADS! GET SALES! Seeking education and information to help grow their knowledge of solutions 1. Infographic 2. Blog post 3. SEO 4. Paid 5. Social AWARENESS STAGE Seeking demo of solution and expertise, comparing other solutions. 1. Webinar 2. Case Studies 3. Reviews Testimonials 4. Buyers Guide 5. Resource Section CONSIDERATION STAGE Ready to say yes, seeking validation and reinforcement of their decision 1. Free Trial 2. Demo 3. Consultations 4. Quotes DECISION STAGE
- 33. NopadonGrowthMindset + 33 ARE YOU USEFUL? ARE YOU INFORMATIVE? ARE YOU LEGIT?
- 35. NopadonGrowthMindset + 35 WANTS TO CLOSE THE DEAL IN THE FIRST VISIT TO THE SITE… BUT THAT ISN’T GOING TO HAPPEN!
- 37. NopadonGrowthMindset + 37 Awareness Consideration Close Bored at work Vague notion of possible solution Interested in Solution Researching vendors Evaluating products Narrowing field Social vetting Negotiation Purchase Infographic Viral Video Blog Posts Newsletter Trend Reports Webinar Demo Video Event/Trade Shows White Paper Case Studies Analysts Reports Customer Testimonial Pricing Guides ROI Calculator Guide/Ebook PR Reference Checklist Feature Guides Demos
- 42. NopadonGrowthMindset + 42 THE STREAMTOP OF STREAM White Paper Webinar Video/Guide Case Study Demo
- 44. NopadonGrowthMindset + 34 Top of stream video/guide white paper case study webinar Demo little to no mention of the product THE STREAM CONGRATS YOU GOT A DATE! NopadonGrowthMindset + 44
- 45. NopadonGrowthMindset + 45 PROGRESSIVE PROFILING Email then more information when they engage with you more… Make more qualified then score more aggressively
- 48. NopadonGrowthMindset + 48 84% Of companies that have a CRM have a lead scoring process in place to determine the quality of leads (DIRECT MARKETING LEADS)
- 50. NopadonGrowthMindset + 50 HELLO my name is: DYNAMIC CONTENT CUSTOMISATION Customise content to repeat visitor who are engaging with you. Stop wasting valuable real estate with the same message. Target with content that is appropriate to their life cycle.
- 52. NopadonGrowthMindset + 43 SHOW THEM YOUR EXPERTISE! Follow up with more relevant useful info…earn their trust and don't squander the opportunity you have NopadonGrowthMindset + 52
- 53. NopadonGrowthMindset + 53 DON’T BAIT AND SWITCH
- 55. NopadonGrowthMindset + 55 WHAT NEXT…? Develop Job Centred Personas Audit content - Web, Email, Collateral etc. Audit keywords - Is anyone searching for this? Develop a content strategy - What will we blog about? How do we support our users? Gate Content Nurture Emails