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@RyanBonnici | #SMC2016 | @HubSpot
TOP 5DIGITALMARKETINGHACKS
From:
@RyanBonnici | #SMC2016 | @HubSpot
I’m @ryanbonnici
This is #SMC2016
Hi!Marketing Director
@RyanBonnici | #SMC2016 | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot
My mission:
Help you increaseyour probabilityof breakthroughdigital marketingsuccess.
@RyanBonnici | #SMC2016 | @HubSpot
VSOUTBOUNDMARKETING
INBOUNDMARKETING
@RyanBonnici | #SMC2016 | @HubSpot
THEN • Advertisers had all the control.
• Consumers were bombardedwith ads & pamphlets tryingto sell them many products.
• While they didn’t like this, they couldn’t do anything about it.
@RyanBonnici | #SMC2016 | @HubSpot
NOW • The buyer is in control
and has much more power.
• They have all the tools at their disposal to do their own research.
• They’re able to make their own decision on yourproduct / service without you.
@RyanBonnici | #SMC2016 | @HubSpot
BROKENThe old playbook is
are on do not call lists
direct mail isnever opened
unsubscribefrom email
skip TV ads
48%20%91%83%
@RyanBonnici | #SMC2016 | @HubSpot
The biggest problem with the old playbook is that
it fights for people’s attention by interrupting them.
Seth Godin (1998!)
“
@RyanBonnici | #SMC2016 | @HubSpot
ATTRA TINGATTENTIONis smarter than interrupting
@RyanBonnici | #SMC2016 | @HubSpot
ATTRA TINGATTENTION
requires you toprovide something
people will love
@RyanBonnici | #SMC2016 | @HubSpot
Blogs
In the world of digital, people love content.
@RyanBonnici | #SMC2016 | @HubSpot
DEC 2013 DEC 2015
HERE’S A BLOG POST FROM 2013 Look how much traffic it is still getting 2 years later (& continues to get)
@RyanBonnici | #SMC2016 | @HubSpot
12,000 SEARCHES for press release template per month
@RyanBonnici | #SMC2016 | @HubSpot
Blog Posts & Web Content
Photos & Infographics
Videos & Podcasts
In the world of digital, people love content.
@RyanBonnici | #SMC2016 | @HubSpot
Blog Posts & Web Content
Photos & Infographics
Videos & Podcasts
Presentations & eBooks
In the world of digital, people love content.
@RyanBonnici | #SMC2016 | @HubSpot
Blog Posts & Web Content
Photos & Infographics
Videos & Podcasts
Presentations & eBooks
Software & Tools
In the world of digital, people love content.
@RyanBonnici | #SMC2016 | @HubSpot
+
All-in-one inbound marketingand sales software.
We attract 6M+ marketers per month through content.
What do all marketers really want to know?
@RyanBonnici | #SMC2016 | @HubSpot
+
All-in-one inbound marketingand sales software.
We attract 6M+ marketers per month through content.
What do all marketers really want to know?
HOW GOOD IS MY WEBSITE?
@RyanBonnici | #SMC2016 | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot@RyanBonnici | #GrowWithHubSpot | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot
That was an example of a
FREE TOOL FOR B2B
@RyanBonnici | #SMC2016 | @HubSpot
But what about
FREE TOOLS FOR B2C?
@RyanBonnici | #SMC2016 | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot
Convert leads with personalised content
experiences
Close customers with personalised mktg.
automation
Attract visitors with their web & blog content
@RyanBonnici | #SMC2016 | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot
Convert leads with personalised content
experiences
Close customers with personalised mktg.
automation
Attract visitors with their web & blog content
@RyanBonnici | #SMC2016 | @HubSpot
DIGRESS BUT I
@RyanBonnici | #SMC2016 | @HubSpot
HELPS YOU GENERATE MORE OF WHAT YOU LOVE.
Creating content that people love,
@RyanBonnici | #SMC2016 | @HubSpot
HELPS YOU GENERATE MORE OF WHAT YOU LOVE.
Creating content that people love,
TRAFFIC, LEADS & CUSTOMERS.
@RyanBonnici | #SMC2016 | @HubSpot
Total blog posts
% L
ead
Gro
wth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
NOT JUST FLUFFY LOVE. REAL LOVE.. IN THE FORM OF LEADS
Leads
@RyanBonnici | #SMC2016 | @HubSpot
Total blog posts
% L
ead
Gro
wth
Impact of total published blog posts on inbound leads
Read: leads increase as your content increases
NOT JUST FLUFFY LOVE. REAL LOVE.. IN THE FORM OF LEADS
Leads
EffortEffort
@RyanBonnici | #SMC2016 | @HubSpot
5 DIGITAL HACKS
Attraction3.0
Personalisedcontent
Optimise forconversion
Createutility
Use tools+ data
@RyanBonnici | #SMC2016 | @HubSpot
Attraction3.0
Personalisedcontent
Optimise forconversion
Createutility
Use tools+ data
DIGITAL HACK #1
@RyanBonnici | #SMC2016 | @HubSpot
Who exactlyare youcreatingcontent for?
@RyanBonnici | #SMC2016 | @HubSpot
Create aBuyer Persona based on your IDEAL CUSTOMER
makemypersona.com
@RyanBonnici | #SMC2016 | @HubSpot
Demographics• Mid-sized company (25-200 employees) • Marketing team of 2-5 people • Undergrad Degree • 30, Married, 1 Child
Goals • Support sales with collateral and leads • Manage company communications • Build awareness
Challenges • Too much to do • Not sure how to get there • Marketing tool and channel mess
MARKETINGMARY
@RyanBonnici | #SMC2016 | @HubSpot
YOURBUYERPERSONAINFORMSYOURSTRATEGY:
Place Time
Content
@RyanBonnici | #SMC2016 | @HubSpot
How do you decide
WHAT CONTENTTO CREATE?
@RyanBonnici | #SMC2016 | @HubSpot
GOOGLE TRENDS
@RyanBonnici | #SMC2016 | @HubSpot
BUZZSUMO
@RyanBonnici | #SMC2016 | @HubSpot
BUZZSUMO
@RyanBonnici | #SMC2016 | @HubSpot
HOOK YOUR READER WITH YOURHEADLINE
@RyanBonnici | #SMC2016 | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot
Too vague, I don’t want to click now.
LEVERAGE THE CURIOSITY GAP
Donald Trump says something bad, again.
@RyanBonnici | #SMC2016 | @HubSpot
Too vague, I don’t want to click now.
Too specific. I don’t need to click.
LEVERAGE THE CURIOSITY GAP
Donald Trump says “I want the middle class to be tied to the roof of my car.”
Donald Trump says something bad, again.
@RyanBonnici | #SMC2016 | @HubSpot
Too vague, I don’t want to click now.
Too specific. I don’t need to click.
Just enough,I want to click.
LEVERAGE THE CURIOSITY GAP
Donald Trump says “I want the middle class to be tied to the roof of my car.”
You will not believe what Donald Trump wants to do to you.
Donald Trump says something bad, again.
@RyanBonnici | #SMC2016 | @HubSpot
MAKE CONTENTFOR ALL STAGES OF THE FUNNEL
@RyanBonnici | #GrowWithHubSpot | @HubSpot
THE CONTENT NEEDED CHANGES DEPENDENT ON
EACH BUYER JOURNEY
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Consideration
Decision
Awareness
3 STAGES OF THE BUYER JOURNEY
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Consideration
Decision
Awareness IF I’M BUYING GLASSES…?
EXAMPLE:
@RyanBonnici | #GrowWithHubSpot | @HubSpot
google.com.au
Search Google or type URL
Consideration
Decision
Awareness
@RyanBonnici | #GrowWithHubSpot | @HubSpot
google.com.au
Search Google or type URLglasses that will make me look smart when presenting at events
glasses that will make me look smart when presenting at events – Google Search
glasses that will make you look smart
smart and stylish glasses for 2016
designer glasses 2015
designer glasses 2014
Consideration
Decision
Awareness
@RyanBonnici | #GrowWithHubSpot | @HubSpot
https://www.misterspex.co.uk/styles-trends/glasses/trends-2016Consideration
Decision
Awareness
@RyanBonnici | #GrowWithHubSpot | @HubSpot
Consideration
Decision
Awareness
DON’T WEAR GLASSES?
EXAMPLE:
@RyanBonnici | #GrowWithHubSpot | @HubSpot
google.com.au
Search Google or type URL
Consideration
Decision
Awareness
@RyanBonnici | #GrowWithHubSpot | @HubSpot
google.com.au
Search Google or type URLwhy do i keep getting headaches at work?
why do i keep getting headaches at work? – Google Search
avoid headaches at work
what headache medication works best
how to reduce eye strain at work
how to be healthy at work
Consideration
Decision
Awareness
@RyanBonnici | #GrowWithHubSpot | @HubSpot
https://www.misterspex.co.uk/advice/avoid-computer-strain-workConsideration
Decision
Awareness
@RyanBonnici | #GrowWithHubSpot | @HubSpot
https://www.misterspex.co.uk/advice/avoid-computer-strain-workConsideration
Decision
Awareness
@RyanBonnici | #GrowWithHubSpot | @HubSpot
https://www.misterspex.co.uk/advice/avoid-computer-strain-workConsideration
Decision
Awareness
@RyanBonnici | #SMC2016 | @HubSpot
Personalisedcontent
Attraction3.0
Optimise forconversion
Createutility
Use tools+ data
DIGITAL HACK #2
@RyanBonnici | #SMC2016 | @HubSpot
1 Gather informationacross all touch points.
@RyanBonnici | #SMC2016 | @HubSpot
Form data helps us build personas. It’s the key to contextual marketing.
But we need to build on what we know.
Gather explicit data via forms
@RyanBonnici | #SMC2016 | @HubSpot
Demographic DataFirst & Last Name
Email & PhoneRole & Department
Company & IndustryEmployees / TeamChallenges / Goals
Geographic location
Such as demographic data
@RyanBonnici | #SMC2016 | @HubSpot
What people do when they’re on your site, landing pages, email.
Leverage this to personalise all aspects of our marketing.
Gather implicit data via behaviour
@RyanBonnici | #SMC2016 | @HubSpot
Behavioural DataBlog articles readForms completedContent downloadedWebsite visitsEmails openedSocial media actionsVideos watched
Such as behavioural data on your site
@RyanBonnici | #SMC2016 | @HubSpot
2 Personalise experience across every interaction.
@RyanBonnici | #SMC2016 | @HubSpot
Personalised Web Content
Increase CVR with contextual
information
@RyanBonnici | #SMC2016 | @HubSpot
Personalised Web Content
CTAs based on next best offer
@RyanBonnici | #SMC2016 | @HubSpot
PersonalisedLead Nurturing
Detailed workflow and interactions
@RyanBonnici | #SMC2016 | @HubSpot
PersonalisedLanding Pages
Smart content: name, company, and much more!
@RyanBonnici | #SMC2016 | @HubSpot
THE PEOPLE WE DON’T KNOW YET?
But what about
@RyanBonnici | #SMC2016 | @HubSpot
@RyanBonnici | #SMC2016 | @HubSpot
Optimise forconversion
Personalisedcontent
Attraction3.0
Createutility
Use tools+ data
DIGITAL HACK #3
@RyanBonnici | #SMC2016 | @HubSpot
No BusinessNo ConversionTraffic
@RyanBonnici | #SMC2016 | @HubSpot
Leads
MQLs
Subscribers
HOW DO YOU CONVERT TRAFFIC?
What you wantTo establish a relationship and open communication. For blog subscribers youwant email address andfirst name.
@RyanBonnici | #SMC2016 | @HubSpot
OPT-INBUTTON • Add a subscribe
form to your blog.
@RyanBonnici | #SMC2016 | @HubSpot
EXIT POPUP • Add a subscribe
form to your blog.
@RyanBonnici | #SMC2016 | @HubSpot
Leads
MQLs
Subscribers
HOW DO YOU CONVERT LEADS?
What you wantTo get data about the person to further refine your comms and begin to identify if they are a fit.
For leads you may want company name, job title, employee size.
@RyanBonnici | #SMC2016 | @HubSpot
Ensure you have a relevant CALL-TO-ACTION
@RyanBonnici | #SMC2016 | @HubSpot
… and ensure that it takes you to a RELEVANT LANDING PAGE
@RyanBonnici | #SMC2016 | @HubSpot
Optimise yourLANDING PAGES
@RyanBonnici | #SMC2016 | @HubSpot
HEADER • Company logo • Phone number • No navigation
@RyanBonnici | #SMC2016 | @HubSpot
TITLE • Say what it is • Begin with hook • Don’t use fluff
@RyanBonnici | #SMC2016 | @HubSpot
BODY • Avoid long copy • Use bullet points • Bold key points • Include an image
@RyanBonnici | #SMC2016 | @HubSpot
FORM • Begin with CTA • Right # of fields • Actionable button
*150% increase in lead quality with form verification.
@RyanBonnici | #SMC2016 | @HubSpot
What you wantA potential customer to signal they want to begin a sales conversation.
Filling out a contact sales form, demo, or starting a free trial.
Leads
MQLs
Subscribers
HOW DO YOU CONVERT MQLS?
@RyanBonnici | #SMC2016 | @HubSpot
Don’t stop at theLANDING PAGE
@RyanBonnici | #SMC2016 | @HubSpot
Create a secondary call-to-action on yourDOWNLOAD PAGE
@RyanBonnici | #SMC2016 | @HubSpot
REVERSE- ENGINEERYOURFUNNEL
30% Conversion Rate6,000 - Subscribers
Visitors: 20,000
@RyanBonnici | #SMC2016 | @HubSpot
REVERSE- ENGINEERYOURFUNNEL
6,000 - Subscribers
2,400 - Leads
Visitors: 20,000
40% Subscriber-to-Lead
@RyanBonnici | #SMC2016 | @HubSpot
REVERSE- ENGINEERYOURFUNNEL
6,000 - Subscribers
2,400 - Leads
1,800 - MQLs
Visitors: 20,000
45% Lead-to-MQL
@RyanBonnici | #SMC2016 | @HubSpot
REVERSE- ENGINEERYOURFUNNEL
6,000 - Subscribers
2,400 - Leads
1,800 - MQLs
Visitors: 20,000
Customers: 162 15% MQL-to-Customer
@RyanBonnici | #SMC2016 | @HubSpot
REVERSE- ENGINEERYOURFUNNEL
6,000 - Subscribers
2,400 - Leads
1,800 - MQLs
Visitors: 20,000
Customers: 162 15% MQL-to-Customer
162CUSTOMERSrequires20,000VISITS
@RyanBonnici | #SMC2016 | @HubSpot
Createutility
Personalisedcontent
Attraction3.0
Optimise forconversion
Use tools+ data
DIGITAL HACK #4
@RyanBonnici | #SMC2016 | @HubSpot
Create free tools your buyerpersona will find useful.
THEY ARE CONTENTTOO!
@RyanBonnici | #SMC2016 | @HubSpot
WEBSITE.GRADER.COM
• Freemium hack
• Instead of giving away a part of the solution, give away a toolthat diagnoses the problem.
• 60K leads from this / year
@RyanBonnici | #SMC2016 | @HubSpot
UNSPLASH.COM • Built by Crew - a website that
connects freelancers with projects to be done.
• Started as a small side project.
• Today it receives 11 million unique users per month
@RyanBonnici | #SMC2016 | @HubSpot
EXECUTIV.CO bonni.ci/leadership-course • Went very far up the funnel
(outside of executive coaching).
• What does every executive wonder about? Leadership.
• Over 100K monthly searches for “leadership course”
@RyanBonnici | #SMC2016 | @HubSpot
OTHER EXAMPLES
Law - Draft Contract Generator
Housing - Price Approximator
Retail - Try-On Virtual Reality
Banking - Mortgage Calculators
@RyanBonnici | #SMC2016 | @HubSpot
Use tools+ data
Createutility
Personalisedcontent
Attraction3.0
Optimise forconversion
DIGITAL HACK #5
@RyanBonnici | #SMC2016 | @HubSpot
Use Snip.ly and steal borrow OTHER PEOPLE’S CONTENT
@RyanBonnici | #SMC2016 | @HubSpot
CONTENT THEFT FAQ • Use BuzzSumo & find great content
• Wrap link in your Snip.ly shortener
• Share the link with your own CTA
• Generate traffic back to your site
• AB test different links and headlines
@RyanBonnici | #SMC2016 | @HubSpot
Schedule social updateswhen your followers are
THE MOST ACTIVE
@RyanBonnici | #SMC2016 | @HubSpot
Finding emailaddresses hasnever beenSO EASY
@RyanBonnici | #SMC2016 | @HubSpot
Have news worthy content?
HEY PRESS!
@RyanBonnici | #SMC2016 | @HubSpot
Analyse otherbrands competitors tracking URLs by ADDING A “PLUS”
@RyanBonnici | #SMC2016 | @HubSpot
1. Attraction 3.0
2. Personalised content
3. Optimise for conversion
4. Create utility
5. Use tools + data
PULL IT ALLTOGETHER
@RyanBonnici | #SMC2016 | @HubSpot
BONNI.CI/FREE-CHECK
GET A FREE 30 MINUTE MARKETING ASSESSMENT
@RyanBonnici | #SMC2016 | @HubSpot
THANKS#SMC2016
PS: I really love opendiscussion and debate.
Tweet me @ryanbonnici