liverpool hubspot user group - march 2017

Wednesday 22nd March 2017

@LiverpoolHUG #LiverpoolHUG

Who are we?

www.weareinstinctive.co @instinctive_hq

http://www.weareinstinctive.co

https://twitter.com/instinctive_hq


Who are we?Stewart Bennett

Digital Marketing Executive

@stewart_bennett

Chris Roche

Growth Marketing Manager

@CR_instinctive

https://twitter.com/stewart_bennett

https://twitter.com/CR_instinctive


Follow us…Follow us on Twitter @LiverpoolHUG

Check yourself in using #LiverpoolHUG

Join our LinkedIn Group

bit.ly/huggroup

https://twitter.com/LiverpoolHUG

http://bit.ly/huggroup


What is a H.U.G?

A HubSpot User Group is a meet-up bringing together:

• HubSpot customers

• Non HubSpot customers

• Inbound Marketers


What is a H.U.G?Over 100 H.U.G Meet-ups around the globe


Agenda…• 6:00-6:05: Introduction

• 6:05 - 6:25 - Brendon Macdonald

• 6:25 - 6:45 - Mark Russell

• 6:45 - 7:00 - Break

• 7:00-7:20 - Robbie McFarlane

• 7:20 - 8:00 - Wrap up and more networking


How & What to Consider for a Successful Inbound Campaign


Inbound Marketing Strategy

3 Step Process

Discovery Roadmap Funnels1 2 3


Discovery


roi.yelloveedub.co.uk

Benchmarks


hubspot.com/roi

Smart Goals


Reporting


Roadmap


Content your prospects love

Smart Content = Content + Context


Context + Content


Persona Creation

Research:! Interviews! Surveys! Online


Persona Creation

Answers:1. Triggers/Change Drivers2. What are their common

questions at each stage

Research:! Interviews! Surveys! Online


Funnel


Blog Post

Blog Post

Blog Post

Blog Post

Offer

Email 1 Email 2 Email 3 Email 4 Email 5

Offer

Email 1 Email 2 Email 3 Email 4 Email 5

Offer

Traditional Campaign...a ton of assets to create every time…

Contacts need to follow the exact flow you predict...


Takeaway:Build a static funnel and focus on driving traffic into that funnel.


Why?You don’t need to build Consideration and Decision Stage Offers and lead nurturing for every campaign.

Takeaway:Build a static funnel and focus on driving traffic into that funnel.


Blog Post

Blog Post

Blog Post

Blog Post

Offer

Inbound Funnel:

Persona AFunnel

Persona BFunnel

Persona CFunnel

Blog Post

Blog Post

Blog Post

Blog Post

Blog Post

Blog Post

Blog Post

Blog Post

Q1

Best Describes Me


Persona A

What Lives Inside?Awareness Stage Lead NurturingConsideration Stage Blog PostsConsideration Stage Content OffersConsideration Stage Lead NurturingDecision Stage Content OffersDecision Stage Lead NurturingDecision Stage Web PagesSales Team Sequences


Lowest hanging fruit:Identify the profitable personas and start building at the bottom of the funnel.


Offer 1

Persona AFunnel

Persona BFunnel

Persona CFunnel

Best Describes Me Offer 2

Best Describes Me

Offer 3

Best Describes Me Offer 4

Best Describes Me

Offer 5

Best Describes Me Content offers can change, but the

forms stay the same.

Inbound Funnel:


Awareness Stage List (Lead Score 1-15)

Consideration Stage List (LS 15-25)

Decision Stage (LS 25-35)

5 5 7 9 11 13

24 21 18 16

28 32

Backburner List (LS 1-15)

Backburner List (LS 15-25)

13

17

Awareness Stage Form

Backburner (LS 25-35)

26

Sales Qualified


Thank You: Questions? @yellobren

[email protected]


A Tactical Approach to Attracting Strangers on Social Media

HubSpot User Group x bmicro Mark Russell@bmicro_co@mrrussell1


1.Unsure about where to start with social media and how to use it as a marketing channel


2. Wondering how to find the right people on social media and how to talk to them?


3. Ever struggled with sharing content and choosing which social media channel to use?


Persona x Purpose


you will need:Business Model & User Centred Model Canvas


Influencers


you will need:

HARO/Source Bottle

Followerwonk/Klout

Twitter Lists/FB Groups/Sub-Reddits


help reporters out and give them stories that they can use & you can share on social media


micro influencers

&

macro influencers


Personal network

Current customer's & client's

Bloggers, journalists, editors, academics, researchers


Professional network

Decision makers

People of influence


Content x Creating


you will need:KeywordsContent Bank


Content Bank (Your Own Stuff)


make tweets & posts from your website and content + store images and videos in Google Drive


write blogs about your industry, events you attend, new things you learn + how you learn


schedule posts to go out every day for the next month


Content x Curating


you will need:KeywordsGoogle Alerts/Feedly


Curating Content (Other People’s Stuff)


use your keywords for Google Alerts and Feedly + take this content and share it on social media


add your own point of view that relates to what you are sharing


• @mention author• add them to a list• build a relationship• create thought leadership


rinse and repeat the basics - schedule content bank and share curated content


Engagement x Organic


you will need:Buzzsumo (Paid)Automated SoftwareAdvanced Search


view the most popular content by keywords and who shared them online


automatically like social media posts by keyword/hashtag


builds up following and gives you people to speak to (set by geographical location)


follow people (manually or automatically) based off keywords and hashtags


follow the followers of accounts that are relevant to you and follow people who use your keywords


Engagement x Paid


you will need:Facebook Ads


• remarketing• promoted posts• custom audiences• look-a-like audiences


target people based on the behaviours they have taken on your website


Thank you

@bmicro_co@mrrussell1@social_meetupwww.bmicro.co

http://www.bmicro.co


Break…

Be back in 15 minutes

Turn your website into a converting machine


of marketers say generating traffic and leads is their top challenge.

65%


Every visitor is an opportunity@LiverpoolHUG #LiverpoolHUG

15,000 Visitors

3 Customers

150 Leads

1%

2%

£9000

=


15,000 Visitors

6 Customers

300 Leads2%

£18000

=

2%


1. Create valuable, relevant content


“ There is no conversion strategy without a content strategy, no content strategy without a clear buyer persona definition and a mapped out buyer’s journey.


of B2B marketers say they don’t have a documented content

marketing strategy.

68%


The more VALUE you give, the more you’ll get back.


Current performance Visitor to Lead % Lead to Customer % Actual MQLs & SQLs

2. Benchmark & Set Goals

Set SMART goals: “By the end of June, we aim

to increase the overall visitor to lead conversion rate by 20%, going from 100 to 120 leads a month”


3. Build Conversion Paths


CTA Landing page Form Thank you

page


CONTEXT TO PERSONALISETips: Smart CTAs


CTA Landing Page Form Thank you

page


A/B TEST FORMSTips: Nice to have vs Need to have


CONTEXT TO PERSONALISETips: Smart Forms


CONTEXT FOR SOCIAL PROOF2. Tricks of the trade - Social ProofingTips: Social Proofing


CTA Landing Page Form Thank You

Page


A/B TEST LANDING PAGES 4. Hypothesise, Test & Optimise

+336%


A/B TEST CTAs

+34%

-25%

4. Hypothesise, Test & Optimise

+21%@LiverpoolHUG #LiverpoolHUG

A/B TEST CTAs

+46%



A/B TEST CTAs

#0044CC


+$80m


Recap

1. Create valuable, relevant content

2. Benchmark & Create Goals

3. Build your conversion path

4. Hypothesise, Test and Optimise


Robbie McFarlane McFrobbie

Thank You!



Thanks!

Any Question?


www.inbound.com


Fancy speaking at future HUGs?

Visit

bit.ly/speakathug

to register your interest.

http://bit.ly/speakathug


Register for the June HUG…

Visit bit.ly/junehug to register

Our next HUGs:

• Wednesday 7th June • Wednesday 6th September • Wednesday 25th October

http://bit.ly/junehug