Resources from this Presentation
- MakeMyPersona tool - makemypersona.com
- A Practical Guide to Planning a Successful Inbound Marketing Campaign - http://blog.hubspot.com/marketing/practical-inbound-marketing-campaign-ht
-The Resources You Need to Run an Inbound Marketing Campaign (HubSpot) - http://blog.hubspot.com/marketing/inbound-marketing-campaigns-ht
- 8 Big Marketing Campaign Mistakes to Stop Making NOW (HubSpot) - http://blog.hubspot.com/blog/tabid/6307/bid/34207/8-Big-Marketing-Campaign-Mistakes-to-Stop-Making-NOW.aspx
5. campaign |kamˈpān|
ORIGIN
from the French campagne, the
practice of “Taking the field”.
NOUN
An organized course of action
to achieve a specific goal.
9. ORIGIN
from the HubSpot inbound marketing,
of creating marketing that matches the
habits and whereabouts of actual
buyers.
inbound |ˈinˌbound|
10. ORIGIN
from the HubSpot inbound marketing,
of creating marketing that matches the
habits and whereabouts of actual
buyers.
inbound |ˈinˌbound|
ADJECTIVE
Unified in messaging across all
marketing channels and concentrated
around a single offer.
26. Attract [number] visits focused on [topic/product] by [date]
Convert [number] leads focused on [topic/product] by [date]
Close [number] customers focused on [topic/product] by [date]
Focus on SMART
marketing goals.
27. Attract 5,000 visits focused on off-site business travel by June 2015.
Convert 500 leads focused off-site business travel by June 015.
Close 20 customers focused on off-site business travel by June 2015.
Focus on SMART
marketing goals.
28. Set a timeframe for
your inbound campaign.
FLICKR USER NOMADIC LASS
29. Attract [number] visits focused on [topic/product] by [date]
Convert [number] leads focused on [topic/product] by [date]
Close [number] customers focused on [topic/product] by [date]
Set a timeframe for
your inbound campaign.
30. Attract 5,000 visits focused on off-site business travel by June 2015.
Convert 500 leads focused off-site business travel by June 015.
Close 20 customers focused on off-site business travel by June 2015.
Set a timeframe for
your inbound campaign.
37. Who is this person?
What does a day in their life look like?
What motivates them? What influences their success?
Where do they go for information? What tools do they use?
Which problems can you help them solve?
38.
39. Let’s take a few minutes to think
about our personas.
40. MakeMyPersona.com
Give them a name.
Think about their job.
– What is their job title?
– How is their job measured?
– What tools do they use or need?
– Who do they report to? Who reports to them?
– What industry do they work in?
– What is the size of their organization?
– What are their job responsibilities?
– What are their goals? What are their challenges?
– How do they gain new information for the job?
– What blogs or publications do they read?
– What associations or social networks do they belong to?
– How do they like to communicate and interact with vendors?
– Do they search for vendors online?
41. Building an inbound campaign.
Define your goal and your buyer
Organize your actions around the same offer
Know the “field” where buyers learn
43. The content offer
you select will be
the focus of
your campaign.
FLICKR USER AGAINSTTHEBRILLIANCE
44.
45. Who is this person?
What does a day in their life look like?
What motivates them? What influences their success?
Where do they go for information? What tools do they use?
Which problems can you help them solve?
47. Content that examines symptoms
and helps foster awareness about
the problem they are experiencing.
{
Analyst reports
Research reports
eBooks
Editorial content
Expert content
Whitepapers
Educational Content
48. Prospect has now clearly defined and
given a name to their problem or
opportunity.
49. Content that helps them determine
what they need, and takes into
consideration different solutions,
strategies or methods.
{
Comparison
Whitepapers
Expert guides
Live interactions
Webcast
Podcast
Video
50. Prospect has now decided on their
solution strategy, method, or approach.
51. Content that supports them through
a decision on a product or service
purchase.
{
Vendor comparison
Product comparison
Case studies
Trial download
Product Literature
Live demo
52. It helps to narrow down a
topic and target some
keywords.
60. Let’s take a few minutes to think
about content offers.
61. Concepting Worksheet
Choose a persona
Choose an audience skill level (Beginner, Intermediate or
Advanced)
Choose a topic or keyword
Buyer’s Journey stage (Awareness, Consideration,
Decision)
Choose a format (eBook, Template, Checklist, Chart,
Webinar, etc.)
Content Structure (List, How-To, FAQ, Best of, Q&A, etc.)
Draft a content title
62. Building an inbound campaign.
Define your goal and your buyer
Organize your actions around the same offer
Know the “field” where buyers learn
69. Who is this person?
What does a day in their life look like?
What motivates them? What influences their success?
Where do they go for information? What tools do they use?
Which problems can you help them solve?
86. MakeMyPersona tool (HubSpot)
A Practical Guide to Planning a Successful Inbound Marketing
Campaign (HubSpot)
The Resources You Need to Run an Inbound Marketing Campaign
(HubSpot)
8 Big Marketing Campaign Mistakes to Stop Making NOW (HubSpot)