Increase Audience using Inbound Marketing - EBriks Infotech

Building an Audience the Inbound Way

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AGENDA

Identifying Your Personas

Creating Content and Offers

Questions

What is Inbound Marketing?

Defining Your Goals

What Is

INBOUND MARKETING 1

Brian Halligan HubSpot Co-founder & CEO

Search engines, blogging and social media have fundamentally transformed the way people spend their money.

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Brian Halligan HubSpot Co-founder & CEO

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But most organizations

still use outdated

marketing methods that people

find intrusive

and screen out.

Craig Davis Chief Creative Officer J. Walter Thompson

Audiences everywhere

are tough.

They don’t have time to

be browbeaten by

old fashioned

advertising.

They want content

& offers that

appeal directly to

them

Organizations that blog get website visitors. 55% more

57% of organizations that blog have acquired a new customer that found them through their blog.

I get it. Fine.

But where do I start?

Start by knowing

your target.

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IDENTIFYING

YOUR

PERSONAS

Fictional Characters

that Represent Your

IDEAL Customers

Who Is Your Current Persona?

Talk to your box office volunteers

Interview a few active members

Survey your current list

Look at whatever data you have

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Questions To Answer

What does a day in their life look like?

What problems do they face?

What is their day job?

Where do they go for information?

What are their common objections to buying from you?

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Questions To Answer

Age? Education?

Income level?

Male or female?

What restaurants do they enjoy?

What TV shows do they watch?

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Persona Profile Checklist Persona Detail Questions to Ask

Role What is your job role? Your title?

How is your job measured?

What is a typical day?

What skills are required?

What knowledge and tools do you use?

Who do you report to? Who reports to you?

Company What industry or industries does your company work?

What is the size of your company (revenue, employees)?

Goals What are you responsible for?

What does it mean to be successful in your role?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job?

What publications or blogs do you read?

What associations and social networks do you belong?

Personal Background Age, Family (married, children), Education

Shopping

Preferences

How do you prefer to interact with vendors? (email, phone, in

person)

Do you use the internet to research vendors or products? If yes,

how do you search for information?

1. Start With Reality

Marie spent 20 years working as a teacher and now

volunteers at the local library. She uses a

computer but doesn’t really get into Facebook –

mostly she checks out websites and reads

email. She likes to go exploring on the trails at the

National Seashore and Audubon preserves, and

when her grandchildren visit her she prefers to get

active and outdoors with them.

John is a high school sophomore who wants to

pursue acting and film in college. He’s also involved

in sports (track, soccer) and is a high academic

achiever. He volunteers for a number of different

organizations, but what he really wants is an

internship that will give him solid work experience in

theater.

2. Make It Fictional

Marketing Mary VP, Director, or Manager of Marketing

Small or Mid-Sized Company

Retiree Renee

Retiree Renee

67, lives in Harwich

2 kids, 5 grandkids

Active, educated, professional

Student Sam

Student Sam Nauset Sophomore

15 years old

Active in drama club and band

Grandpa Gary

Grandpa Gary Assisted living in Chatham

Fixed income

Likes cultural outings with friends

Pull it all together.

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DEFINING YOUR

GOALS

BE SMART

S Specific

M Measurable

A Attainable

R Relevant

T Timely

SMART Goal Setting

Bad Goals.

> I want more traffic to my website.

> My boss wants us to get more online ticket sales.

> I want more butts in seats, maybe 2x what I have now.

Good Goals.

> I want to increase total website visits 50% in the next 6

months so that I can sell more program advertising.

> I want more student membership revenue. I want an

average of 10 more per month over the next three months.

> To hit my 2013 revenue goals, I know I need to bring in an

average of 50 more full-price tickets each week than I did in

2012.

Good Goals.

• I want to change [X metric]

• among [Y persona]

• by [Z quantifiable amount]

• in order to [further some larger strategic goal]

• and

• my deadline for achieving this is [date].

Good Goal #1.

• I want to increase memberships

• among Student Sam

• by 50%

• in order to double overall member numbers this year

• and

• my deadline for achieving this is November 1.

Good Goal #2.

• I want to increase annual fund donations

• among Retiree Renee

• by 20%

• in order to match operating expenses this year

• and

• my deadline for achieving this is December 31.

Good Goal #3.

• I want to increase senior summer ticket sales

• among Grandpa Gary

• by 40%

• in order to help us exceed our annual revenue goals

• and

• my deadline for achieving this is Labor Day.

4 CREATE CONTENT

AND OFFERS

Create content that

appeals to your

target persona

Create an offer that they will love.

Blog about your offer.

Add a

call to action.

Link it to a landing page.

Give them the offer..

What should we offer?

What should we offer?

• A map of nearby activities for kids (Renee)

What should we offer?

• A map of nearby activities for kids (Renee)

• Advice on how to give a killer audition (Sam)

What should we offer?

• A map of nearby activities for kids (Renee)

• Advice on how to give a killer audition (Sam)

• A list of local senior discounts (Gary)

What should we offer?

• A map of nearby activities for kids (Renee)

• Advice on how to give a killer audition (Sam)

• A list of local senior discounts (Gary)

• Merchandise (Who knows?)

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REMEMBER

Define Your Personas

Create Content and Offers

Analyze Your Results

Keep It “Inbound”

State Your Goals

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