Inbound 2017 - Laura Crimmons - Finding the Lightbulb Moment
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The tools and techniques that will lead you to your lightbulb moment(s) to create and seed content that will resonate with your audience. Starting with how to find and understand your audience - who are they, what are their interests, what content do they engage with? Next, different brainstorming techniques to help get the best ideas - in particular ways to get introverts involved. And finally, ways to test whether an idea is likely to work before investing too much time or money.
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Inbound 2017 - Laura Crimmons - Finding the Lightbulb Moment
- 1. #INBOUND17#INBOUND17 Finding the Lightbulb Moment L A U R A C R I M M O N S
- 2. #INBOUND17 Audience Topic Brainstorm Research Test Conquer P R O C E S S F O R C A M P A I G N I D E A G E N E R A T I O N
- 3. #INBOUND17 P R O C E S S F O R C A M P A I G N I D E A G E N E R A T I O N Audience Topic Brainstorm Research Test Conquer
- 5. #INBOUND17 Don’t talk about page views and users. We’re marketing to people we need to think about them as such.
- 6. #INBOUND17 Who are they (demographics)? Where do they ‘hang out’ online? What are they interested in? You want to find out the following about your audience: Therefore, how do I reach and connect with them?
- 7. #INBOUND17 Paid teams generally have the best audience data as they have to make sure they’re paying to reach the right people
- 8. #INBOUND17
- 10. #INBOUND17 Explore: • Website visitors (segmented) • Customer/CRM data • Page likes/engagement
- 11. #INBOUND17
- 12. #INBOUND17
- 13. #INBOUND17
- 14. #INBOUND17 Explore: • People talking about you / your competitors/ keywords online
- 15. #INBOUND17
- 16. #INBOUND17
- 17. #INBOUND17
- 18. #INBOUND17
- 19. #INBOUND17
- 20. #INBOUND17 Explore: • People talking about you / your competitors/ keywords online • The most shareable content formats
- 21. #INBOUND17
- 22. #INBOUND17
- 23. #INBOUND17
- 24. #INBOUND17 Explore: • Website visitors (segmented)
- 25. #INBOUND17
- 26. #INBOUND17
- 27. #INBOUND17
- 28. #INBOUND17 Who are they (demographics)? • GA/Adwords (Demographics) • Facebook (Demographics/ Household/Purchase) • Crimson Hexagon (People – Demographics) • Media IQ (Audience - Demographics) Where do they ‘hang out’ online? • Facebook (Page Likes) • Crimson Hexagon (Metrics – Top Sites) • Buzzsumo (Most Shared / Content Analysis) • Media IQ (Context) What are they interested in? • GA (Affinity Category) • Facebook (Page Likes) • Crimson Hexagon (Metrics – Instagram / Explore – Word Cloud / People – Affinities) • Buzzsumo (Most Shared / Content Analysis) • Media IQ (Audience – Interests)
- 29. #INBOUND17 Combine all the insight together to give you the best view, rather than relying on what one platform/tool tells you
- 31. #INBOUND17 The biggest mistake people make is going into brainstorms blind – do the research first!
- 32. #INBOUND17 Now that you know the topic(s) you want to create an idea around – research that more
- 33. #INBOUND17 What type of campaign is likely to get cut through? Video: 26% Infographic: 0% Study/ Research: 1% “home workout”: 0% Scientist/ Nutritionist: 0% Personal Trainer: 0% Video: 30% Infographic: 0% Study/ Research: 35% “home workout”: 0% Scientist/ Nutritionist: 10% Personal Trainer: 5% Video: 10% Infographic: 0% Study/ Research: 19% “home workout”: 0% Scientist/ Nutritionist: 64% Personal Trainer: 74%
- 35. #INBOUND17
- 36. #INBOUND17
- 37. #INBOUND17 Worst idea first / what could we never do?
- 43. #INBOUND17 Brainwriting: 108 ideas in 30 minutes
- 44. #INBOUND17
- 46. #INBOUND17 Share the brief and audience / topic data with the team ahead of the brainstorm so they have time to digest it
- 48. #INBOUND17 Do some research to answer these questions…
- 49. #INBOUND17 Has it been done before?
- 50. #INBOUND17 If yes, how can you do it better? What value do you add?
- 51. #INBOUND17 * If you can’t – scrap it!!
- 52. #INBOUND17 Why will it be successful?
- 54. #INBOUND17 Peaks in Jan every year – event tie-in
- 55. #INBOUND17 Significant social noise / shares
- 56. #INBOUND17 Who’s going to write about it?
- 57. #INBOUND17 In Crimson Hexagon I can filter for news/blogs that have written about my topic
- 58. #INBOUND17 In Buzzsumo I can export all the articles about my topic to see who’s written about it
- 59. #INBOUND17 Anewstip will show me journalists that have tweeted about my topic
- 60. #INBOUND17 Anewstip will show me journalists that have written about my topic
- 61. #INBOUND17 What are the potential risks?
- 62. #INBOUND17 Does it need to launch on a certain date? How feasible are your timescales?
- 63. #INBOUND17 Is there a risk the data might not show what you want?
- 64. #INBOUND17 Will people buy your credibility on the topic?
- 65. #INBOUND17#INBOUND17 Testing the idea will work5
- 66. #INBOUND17 Don’t invest any time or resource in the campaign until you have positive feedback it will work from your targets
- 67. #INBOUND17
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- 69. #INBOUND17 Do this with warm contacts or people that have written about the topic before
- 71. #INBOUND17 Use the knowledge from your audience / topic research to build your seeding plan – which publications to target, which social channels to spend on etc
- 72. #INBOUND17#INBOUND17 To Summarise… Audience Topic Brainstorm Research Test Conquer
- 73. #INBOUND17#INBOUND17 T H A N K Y O U
Hinweis der Redaktion
- This is the process we go through to come up with ideas
- Too many people just focus on the brainstorm element though and don’t realise how important all the other elements are
- Yes we want traffic, links etc but to get those we need to connect with people
- So make friends with them
- Sam did a great talk about the data you can get out of paid tools – watch the vid!
- I’ll go into the ones we use most often, starting with FB
- 15th September – removed ability to target by job title/employer as it was being misused – don’t know if this will disappear from audience data
- Let’s say I’m a fitness brand and I want to know where my fitness audience hangs out online / what they’re talking about
- Some of the top sites from the audience research – looking at types of campaigns / topics from audience research and what gets featured most This is looking at total number of indexed pages in Google then how many reference the above terms as a percentage
- What usually happens is you gather everyone in a room like this, with a blank whiteboard (literal or metaphorical) and expect genius ideas to just come What actually happens is everyone sits staring at each other, waiting for someone to come up with something until one person thinks they’ve had a stroke of genius and takes over brainstorm
- How would you think of ideas in a different time period? What might the topic look like in 100 years? How was it changed in the last 100?
- What might the topic look like in different places around the world? Or in other ‘universes’ – Star Wars
- What are all the questions someone might have about your topic?
- Perfect for getting introverts involved – they don’t have to say ideas out loud and time pressure gets people thinking faster and less precious about ideas
- Use Anewstip to find most relevant people