December 2016 Inbound Lunch Bunch: Personalizing Email & Web Experiences
December 16, 2015 Inbound Lunch Bunch:Recap and Content Planning for 2016
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Transcript of December 16, 2015 Inbound Lunch Bunch:Recap and Content Planning for 2016
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DECEMBER:Recap & Content Planning for 2016
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Inbound Marketing Methodology
Tools
Actions
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Source: https://www.pinterest.com/pin/30328997465033801/
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Source: http://magnet-ink.com/wp-content/uploads/2013/02/1_-_content_marketing_funnel_top_mid_end.png
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• Source: http://cdn.poweredbysearch.com/wp-content/uploads/2013/08/Offers-for-Each-Stage-of-the-Buying-Process1.png
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Buyer’s Journey
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Buyer Persona - Marketing Mike
BACKGROUND:• Director of Marketing (sometimes
Business Development)• Reports to the President/CEO/COO• College educated• Works for a supplier or marketer
DEMOGRAPHICS:• Male (mostly white)• 40-50 years old• Married with two kids (one in middle
school, one in high school)
IDENTIFIERS:• What’s the ROI of membership?• What can you do for me? (attitude)
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GOALS:• To drive leads, opportunities and deals for
his company’s Sales Team.• To find new verticals to drive growth.• To build his own professional profile.
PROBLEMS (Challenges):• He’s struggling to build business, drive
revenue and do deals. He’s looking for new ways to reach his goals.
• Mike is struggling to get access to a specific company or individual.
• He’s aware of direct response marketing.• He’s on the periphery of the industry but
wants to be relevant.• Mike is proactively looking to stay ahead of
the game and his competitors.
Buyer Persona - Marketing Mike
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Buyer Persona - Marketing Mike
HOW WE HELP:• Through personalized matchmaking, ERA
provides Mike access to the right people at the right companies.
• We provide access to leaders.• We provide broader networking opportunities.• ERA makes connections for our members to
help grow their business.COMMON QUESTIONS:• I pay $595 for DRMA membership. Why should
I pay $3,700 with ERA?• How will membership help my bottom line
(grow my business)?• How will you help me network?COMMON OBJECTIONS:• I think pricing for membership is too high.• I do not see the value of membership (“I only
get “this” for $3,700?”).• I don’t need ERA to help me make connections.
I’ve been in the business for a long time and already know everyone.
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CHANGE WON’T BE FOREIGN
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Offer Page• Web page • Form• Compelling
Copy• BSI (Big Sexy
Image)• Action
Button
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Thank You Page• Provide
the value• Allow for
further action
• Trackable
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Campaign Components
1) Name 2) Date Period to Run3) Budget Allocation4) Targeted Personas5) Selected Channels *6) Goals7) Reporting Criteria/Format
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Selected Touchpoints—Think Digital & Non-Digital (especially for events!) • Website • Social Media• Purchased Banner Ads• Keywords• Blogs• Email• Landing Pages• Booth Scans• Registrations• Tag Clicks• Referrals• Coupon Codes• Survey Participation…….
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Each area needs a plan for how you will report and what it actually means to the organization
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2016
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•Assess your current content marketing•Pick one area to really focus in on
creating materials to support the buyer’s journey
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Goal: Attend the Conference for 1st Time
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Plan to Measure | Measure to Plan
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DO GOOD WORK.MAKE TODAY GREAT.