Liverpool HubSpot User Group - March 2017

@LiverpoolHUG #LiverpoolHUG
Who are we?
www.weareinstinctive.co
@instinctive_hq

Who are we?
Stewart Bennett
Digital Marketing Executive
@stewart_bennett
Chris Roche
Growth Marketing Manager
@CR_instinctive

Follow us…
Follow us on Twitter @LiverpoolHUG
Check yourself in using #LiverpoolHUG
Join our LinkedIn Group
bit.ly/huggroup

What is a H.U.G?
A HubSpot User Group is a meet-up
bringing together:
• HubSpot customers
• Non HubSpot customers
• Inbound Marketers

What is a H.U.G?
Over 100 H.U.G Meet-ups around the globe

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

How & What to Consider for a
Successful
Inbound Campaign

Inbound Marketing Strategy
3 Step Process
Discovery Roadmap Funnels
1 2 3

Discovery

roi.yelloveedub.co.uk
Benchmarks

hubspot.com/roi
Smart Goals

Reporting

Roadmap

Content your prospects love
Smart Content = Content + Context

Context + Content

Persona Creation
Research:
! Interviews
! Surveys
! Online

Persona Creation
Answers:
1. Triggers/Change Drivers
2. What are their common
questions at each stage
Research:
! Interviews
! Surveys
! Online

Funnel

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...

Takeaway:
Build a static funnel and focus
on driving traffic into that funnel.

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.

Blog
Post
Blog
Post
Blog
Post
Blog
Post
Offer
Inbound
Funnel:
Persona A
Funnel
Persona B
Funnel
Persona C
Funnel
Blog
Post
Blog
Post
Blog
Post
Blog
Post
Blog
Post
Blog
Post
Blog
Post
Blog
Post
Q1
Best Describes Me

Persona A
What Lives Inside?
Awareness Stage Lead Nurturing
Consideration Stage Blog Posts
Consideration Stage Content Offers
Consideration Stage Lead Nurturing
Decision Stage Content Offers
Decision Stage Lead Nurturing
Decision Stage Web Pages
Sales Team Sequences

Lowest hanging
fruit:
Identify the profitable personas and start building at the
bottom of the funnel.

Offer
1
Persona A
Funnel
Persona B
Funnel
Persona C
Funnel
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:

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

Thank You:  
Questions? @yellobren
brendon@yelloveedub.com
yelloveedub.com

A Tactical Approach to Attracting
Strangers on Social Media
HubSpot User Group x bmicro
Mark Russell
@bmicro_co
@mrrussell1

1.Unsure about where to
start with social media
and how to use it as a
marketing channel

2. Wondering how to
find the right people
on social media and
how to talk to them?

3. Ever struggled with
sharing content and
choosing which social
media channel to use?

Persona x Purpose

you will need:
Business Model &
User Centred Model
Canvas

Influencers

you will need:
HARO/Source Bottle
Followerwonk/Klout
Twitter Lists/FB
Groups/Sub-Reddits

help reporters out and
give them stories that
they can use & you
can share on social
media

micro influencers
&
macro influencers

Personal network
Current customer's & client's
Bloggers, journalists, editors,
academics, researchers

Professional network
Decision makers
People of influence

Content x Creating

you will need:
Keywords
Content Bank

Content Bank
(Your Own Stuff)

make tweets & posts
from your website
and content + store
images and videos in
Google Drive

write blogs about
your industry, events
you attend, new
things you learn +
how you learn

schedule posts to go
out every day for the
next month

Content x Curating

you will need:
Keywords
Google Alerts/Feedly

Curating Content
(Other People’s Stuff)

use your keywords
for Google Alerts and
Feedly + take this
content and share it
on social media

add your own point
of view that relates to
what you are sharing

• @mention author
• add them to a list
• build a relationship
• create thought leadership

rinse and repeat the
basics - schedule
content bank and
share curated content

Engagement x Organic

you will need:
Buzzsumo (Paid)
Automated Software
Advanced Search

view the most
popular content by
keywords and who
shared them online

automatically like
social media posts
by keyword/hashtag

builds up following
and gives you people
to speak to (set by
geographical location)

follow people
(manually or
automatically) based
off keywords and
hashtags

follow the followers of
accounts that are
relevant to you and
follow people who use
your keywords

Engagement x Paid

you will need:
Facebook Ads

• remarketing
• promoted posts
• custom audiences
• look-a-like audiences

target people based
on the behaviours
they have taken on
your website

Thank you
@bmicro_co
@mrrussell1
@social_meetup
www.bmicro.co

Break…
Be back in 15 minutes

Turn your website into a converting machine

of marketers say
generating traffic and
leads is their top
challenge.
65%

Every visitor is an opportunity

15,000 Visitors
3 Customers
150 Leads
1%
2%
£9000
=

15,000 Visitors
6 Customers
300 Leads
2%
£18000
=
2%

1. Create valuable, relevant content

“
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.

of B2B marketers say they don’t
have a documented content
marketing strategy.
68%

The more VALUE you give, the more you’ll get back.

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”

3. Build Conversion Paths

CTA
Landing
page
Form
Thank you
page

CONTEXT TO PERSONALISETips: Smart CTAs

CTA
Landing
Page
Form
Thank you
page

A/B TEST FORMSTips: Nice to have vs Need to have

CONTEXT TO PERSONALISETips: Smart Forms

CONTEXT FOR SOCIAL PROOF2. Tricks of the trade - Social ProofingTips: Social Proofing

CTA
Landing
Page
Form
Thank You
Page

A/B TEST LANDING PAGES4. Hypothesise, Test & Optimise
+336%

A/B TEST CTAs
+34%
-25%
4. Hypothesise, Test & Optimise
+21%

A/B TEST CTAs
+46%

A/B TEST CTAs
#0044CC
+$80m

Recap
1. Create valuable, relevant content
2. Benchmark & Create Goals
3. Build your conversion path
4. Hypothesise, Test and Optimise

Robbie McFarlane
McFrobbie
Thank You!

Thanks!
Any Question?

www.inbound.com

Fancy speaking at future HUGs?
Visit
bit.ly/speakathug
to register your interest.

Register for the June HUG…
Visit bit.ly/junehug to register
Our next HUGs:
• Wednesday 7th June
• Wednesday 6th September
• Wednesday 25th October

Liverpool HubSpot User Group - March 2017

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