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Get over yourself. Your industry isn't boring to your leads and prospects. In other words, your buyer persona. That's one tool. Boom. See the other 4 tools to help take your marketing in that boring industry to the next level. Remember: Helpful is the new sexy. This is the slide deck from Dan Moyle's INBOUND14 presentation.
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#INBOUND14
5 TOOLS FOR “BORING INDUSTRY” MARKETERSYour content isn’t boring
Dan Moyle
Creative Director of Marketing, AmeriFirst Home Mortgage
1 WHY YOUR INDUSTRY ISN’T BORING
2 5 TOOLS
TV news producerWriter/storytellerInbound Marketing EvangelistNon-profit: Honor Flight
@danmoyle
DANMOYLE
#INBOUND14
GET OVER YOURSELF: YOUR INDUSTRY ISN’T BORING
#INBOUND14
1 WARM LEADS
2 RELEVANT CONTENT
3 PERIPHERAL CONTENT
4 THE PROOF
#INBOUND14
“INBOUND” COSTS 61% LESS PER LEAD
Source: HubSpot
#INBOUND14
1 ONLINE SEARCH (search queries daily)
2 SHARING PROBLEMS SOCIALLY (Twitter
whining)
3 LOOKING FOR ANSWERS – GIVE THEM!
Warm Leads
#INBOUND14
SOLVE THE PROBLEM
• Articles
• Guides
• Videos
• Infographics
RELEVANT CONTENT
KNOW YOUR BUYER PERSONA
#INBOUND14
• What other related problems do your buyer personas face?
• Mortgages: All about the home
• Move your persona through the inbound cycle
PERIPHERAL CONTENT
#INBOUND14
THE PROOF: FHA 203k
#INBOUND14
THE PROOF
#INBOUND14
HELPFUL IS THE NEW SEXY
#INBOUND14
2 5 TOOLS FOR YOUR BORING INDUSTRY MARKETING
#INBOUND14
BORING INDUSTRY MARKETING TOOLS1: BUYER PERSONAS• More than a
demographic• Make it a
narrative• Share with the
team• Structure content
#INBOUND14
BUYER PERSONASHUBSPOT PERSONA WIZARD: TIE YOUR PERSONAS TO YOUR CONTENT
#INBOUND14
BORING INDUSTRY MARKETING TOOLS2: BLOG (DUH!)• 92% of companies who blogged multiple times a day acquired
a customer through their blog.• 81% of marketers rated their blog as useful or better. • There are 31% more bloggers today than there were three
years ago. • 46% of people read blogs more than once a day.• Nearly 40% of US companies use blogs for marketing purposes.
http://www.hubspot.com/marketing-statistics
#INBOUND14
Blog purposefully: CTAs & Landing Pages
#INBOUND14
7xCompanies with 30+ landing pages generate 7x more leads than companies with less than 10 landing pageshttp://www.hubspot.com/marketing-statistics
#INBOUND14
BORING INDUSTRY MARKETING TOOLS3: EMAIL MARKETING• Let your email marketing direct
your leads through the process• Do no harm – manage your
negative ROI• Email becomes social through
“social proof”
#INBOUND14
EMAIL METRICS
Click rates: helpful emailOpen rates: vanity metric
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BORING INDUSTRY MARKETING TOOLS4: SOCIAL MEDIA• Answer questions• Solve problems• Share success stories• Don’t spam (don’t shout)• Don’t “Always Be Closing”
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BORING INDUSTRY MARKETING TOOLS5: SECRET WEAPON: VIDEO• Just start• Be patient• Have the right tools (microphone,
lights, tripod)• Save money: hire internally when
possible• Video is social (TV anchors in your
home)• Video is searched – Google owns
YouTube• Embed on website
#INBOUND14
BORING INDUSTRY MARKETING TOOLS
The AmeriFirst Production Studio
#INBOUND14
HELPFUL & CONCISE
Be helpful.Go for concise.Have personality.
2,000+ viewsAudience retention: 60% stay through :50
#INBOUND14
screw sexy. be helpful.
INBOUND13:
#INBOUND14
HELPFUL ISTHE NEW
SEXY
#INBOUND14
QUESTIONS ?
#INBOUND14
THANK YOU!
@danmoyle@amerifirst