Supercharging your agency brand - Your blog can bring you leads

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  • This presentation is all about how you can be successful with inbound marketing, either for your own agency business or your clients business. What do our most successful HubSpot customers get right when implementing their own inbound marketing ? What are important things for you to consider when deciding upon your own inbound marketing strategy ?

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  • 15 years of Corporate Sales & Marketing background.Set up my first Digital Media Agency in 2009 in Sydney, Australia.Director in my second agency in Dublin, Ireland.Ive worked with HubSpot for over 2 years consulting to over 150 Agencies across Europe & APAC.2016 I will be joining a new team called the Agency Growth Team working with Agencies to help them sell more and be more profitable.

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  • Lets review what Inbound Marketing it and what it is not.

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  • Your blog is your biggest asset to attract more of the customers that you want to work with and to show your clients that you wish to blog that you are practising what you preach.

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  • HubSpot very clearly defines the people that we would like to work with this is one of our personas. We build a very rounded picture of Marys wants and needs so we can create content that resonates with her and that solves her problems.

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  • Use this to build out a picture of your own personas.

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  • Interview your current customers . . . The ones you want to work with.Surveys Lead Intelligence Ask your Sales team

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  • We understand it helps us create a real brand. One that is not propped up by paid advertising. Instead we have a real audience who choose to engage with us, choose to consume our content, because we are giving them things of real value.

    If we truly understand our buyer personas, what are their needs, challenges and goals, we can deliver content that will be really valuable to them.

    So valuable that they will do things like ask to be willingly added to email lists so they can get it delivered straight to their inbox

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  • We understand it helps us create a real brand. One that is not propped up by paid advertising. Instead we have a real audience who choose to engage with us, choose to consume our content, because we are giving them things of real value.

    If we truly understand our buyer personas, what are their needs, challenges and goals, we can deliver content that will be really valuable to them.

    So valuable that they will do things like ask to be willingly added to email lists so they can get it delivered straight to their inbox

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  • We understand it helps us create a real brand. One that is not propped up by paid advertising. Instead we have a real audience who choose to engage with us, choose to consume our content, because we are giving them things of real value.

    If we truly understand our buyer personas, what are their needs, challenges and goals, we can deliver content that will be really valuable to them.

    So valuable that they will do things like ask to be willingly added to email lists so they can get it delivered straight to their inbox

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  • Here is an example of

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  • The REALITY is, our customers dont want to feel part of a crowd.

    Theyre dont see themselves as a metric in our marketing funnel.

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  • They face different challenges, have different requirements and are at different stages of the buying cycle.

    So our generic, 1 size fits all, marketing simply doesnt appeal to them.

    We need to think about how we can move away from marketing to the crowd and towards market to an audience of 1.

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  • We understand it helps us create a real brand. One that is not propped up by paid advertising. Instead we have a real audience who choose to engage with us, choose to consume our content, because we are giving them things of real value.

    If we truly understand our buyer personas, what are their needs, challenges and goals, we can deliver content that will be really valuable to them.

    So valuable that they will do things like ask to be willingly added to email lists so they can get it delivered straight to their inbox

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  • Exercise for you to do go through all the pages on your website and pretend you are the persona of the customers you wish to attract and ask the question so what? for everything that is on your site. If you cannot answer this question in relation to how you help your persona then take it down.

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  • If you write up one persona, isolate two problems that they have, write 3 content ideas for them and create blog posts and social media updates and get the content out there in the form of campaigns.

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