hug tel aviv - managing an inbound campaign
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Managing an Inbound CampaignRebecca Steinberg HersonVP Marketing (via The Lean Marketer)
May 6, 2015
#HUGTelAviv
OpenLegacy & Inbound
Overview
Set it Up
Execute
Measure & Improve
Set Up Phase
Overview: The Funnel
source: Innovative Marketing Resources, LLC
Top of Funnel TOFU
Middle of Funnel MOFU
Bottom of Funnel BOFU
Who Goes Down the Funnel? (Buyer Persona)
Ask yourself: Who is our ideal customer?
Company type/size, Job title, Gender
Business Goals, Personal Goals
Challenges
Perceptions
Common Objections
Where do They Hang Out? (digital, events, publications, etc.)
Sample Buyer Persona
Source: Juny Lee, EVP Weber Shandwick
Brainstorming Mode – Identifying Triggers
What are the key triggers for our audience?
Pressure from executives and line of business (LOB) managers to provide new functions and features quickly
Mobile workforce needs to access Legacy, IBM i or AS/400 or Mainframe systems
New, innovative applications or software need to be integrated with Legacy, AS/400, IBM i or Mainframe systems
Business Goals
What business goals are associated with those triggers?
Deliver quick wins as a part of the overall Legacy migration plans
Leverage Legacy/enterprise applications for mobilizing a business
Integrate: bridge between Legacy systems and innovative new (e.g. cloud) solutions
Content Brainstorm
What are prospects searching for?
For each business goal, brainstorm about 8-12 questions prospects might ask themselves or their peers
3Business Goals
12Questions
x 36=Blog Post Titles
Premium Content Pieces
3
Execution Phase
Write, write, write!
Driving Conversion
CTAs on every blog post
On the bottom:
On the sidebar:
Premium Content
Each gated, premium content piece relates back to one of our defined business goals of our persona: 14 Essential Elements of Legacy Modernization
5 Legacy Mobilization Projects to Consider in 2015
Secrets to Bridging Legacy and Innovation (to be published shortly)
Each blog post relates to one of these themes, and drives traffic to the relevant White Paper
Middle of Funnel Offer – Case Studies
Middle of Funnel Offer – Case Studies
Use SEO Keywords In Content
Use relevant keywords in the title, URL, throughout the post
Link from keywords
Useful tools Hubspot Keyword Tool
Google Adwords Keyword Planner
SEMRush
Moz
Social Media
Identify relevant LinkedIn Groups
Hashtags Check what your influencers are using
Look up tags on http://hashtagify.me/
Check that the tags are actually relevant on twitter
Influencers on Twitter, LinkedIn
Seek out other relevant locations (Reddit, Niche publications, etc.)
Post questions, curate content, don’t just spam your messages
Measure & Improve
Measurement
Visits are nice Leads are nicer
Social Metrics
21
Difficulty to obtain
Valu
e
# of tweets/posts
Mentions
Retweets/ Shares
Clickthroughs
Registration
# Deals
Revenue per
$ Invested
25
8
5
5
5
4
4
4
3
3
0 5 10 15 20 25 300 15 30
275
280
89
42
25
237
67
65
249
128
0 50 100 150 200 250 300
Leads vs. Traffic
Traffic from PostLeads from Post
Blog Post J
Blog Post I
Blog Post H
Blog Post G
Blog Post F
Blog Post E
Blog Post D
Blog Post C
Blog Post B
Blog Post A
0 0
4
20
Results from Media Placements
8,300
3,000
300 210
Inc.com themarker.com Niche IT Publication 2 Niche IT Publication 1
31
55
39
221
Public Relations Activity Led by Blonde 2.0
Readers per Month (in thousands)Visits to OpenLegacy from ReferrerLeads from Referrer
Inc.com Themarker.com Niche IT Pub 1 Niche IT Pub 2
Next Steps
Track each lead in the opportunity pipeline (Salesforce)
Review what’s working & do more
Find what’s not working & improve
Generate new topics for next blog posts based on what’s working
Questions?
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