Go International with inbound marketing

Workshop

@janiaaltonen

@janiaaltonen

founding partner

www.salescommunications.fi

SMART- goals

•Specific (täsmällinen | konkreettinen)

•Measurable (mitattava)

•Achievable (saavutettavissa oleva)

•Relevant (relevantti)

•Time-related (aikaan sidottu)

Set your goals

Semi-fictional representations of your ideal customer based on real data and some select educated speculation.

BUYER PERSONAS

Every marketing activity you take, moving forward, will tie back to your buyer

personas.

FLICKR USER DECLANTM

Everything ties back:• Keyword strategy

• Website content

• Blog posts

• Offers

• CTAs

• Landing pages

• Thank you pages

• Lead nurturing emails

• New services

• New products

FLICKR USER

Persona Detail Sample question to Ask

Role What is your job role? Your title?

Company/Organization What industry or industries does your company work/is your role in?

Goals What are you working to accomplish?

Challenges What are your biggest challenges?

Watering Holes How do you learn about new information for your job?

Shopping Preferences Do you use the internet to research vendors or products?

SAMPLE PERSONA RESEARCH QUESTIONS

BACKGROUND:• He runs a small business that he started after a career in the industry• Married with a couple of children• He’s been running his own business for about 3 years

DEMOGRAPHICS:• Typically in his mid 40s

IDENTIFIERS:• Drives a modest vehicle• Achiever with entrepreneurial flair• Determined individual and a natural leader

GOALS:• Has high ambitions for his business • Can see great opportunities in his marketplace for growth• Likes to be his own boss

CHALLENGES:• Cash flow can limit growth potential • Lenders aren’t too helpful about borrowing funds to grow• Income can be a little erratic at times due to business cash flow• Occasionally has to borrow funds to borrow money which causes stress• Isn’t on the same wavelength as his accountant

SOUNDBITES:• “Sometimes, it’s difficult to do it all, and I just feel so stretched at times .”

GARY THE BUSINESS OWNER

www.makemypersona.com

THE BUYER’S JOURNEYThe active research process someone goes through leading up to a purchase.

THE BUYER’S JOURNEY

Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give a name to their problem.

THE BUYER’S JOURNEY

Prospect has now clearly defined their problem or opportunity, and given it a name. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

THE BUYER’S JOURNEY

THE BUYER’S JOURNEY

AWARENESS CONSIDERATION DECISION

User Behavior

Research & Info Needs

Key Terms

Content Types

BUYER STAGES

Have realized and expressed symptoms of a potential prob-lem or opportunity

Research focused on vendor neutral 3rd party information around identifying problems or symptoms

TroubleshootIssueResolveRisks

UpgradeImproveOptimizePrevent

SolutionProviderServiceSupplier

ToolDeviceSoftwareAppliance

CompareVs.versuscomparison

Pros and ConsBenchmarksReviewTest

Have clearly defined and given a name to their problem or oppor-tunity

Have defined their solution strategy, method, or approach

Committed to researching and understanding all of the available approaches/methods to solving their defined problem or oppor-tunity

Researching supporting docu-mentation, data, benchmarks or endorsements to make or recom-mend a final decision

Analyst reportsResearch reportseGuides & eBooksEditorial contentExpert contentWhite papersEducational content

Webcase/podcast/video

Vendor comparisonsProduct comparisonsCase StudiesTrial DownloadProduct Literature

Example

I have a sore throat, fever, and I’m achy all over.

What’s wrong with me?

Aha! I have strep throat. What are my options for

relieving or curing my symptoms?

I can see a primary care physician, ER, nurse or clinic. The ER costs $$$, but are the

fastest & I have insurance.

Comparison white papersExpert GuidesLive interactions

Live Demo

Buyer’s Journey

IDENTIFY BUYER PERSONA KEYWORDS IN BUYER’S JOURNEY

Resourcing

ToFu MoFu BoFu

Weekly

Monthly

Yearly

2

8

104

1

4

52

0,5

2

24

Hours Money Know How

Set budget!

Awarness Consideration Decision

Top of funnelGenerates Leads

Middle of funnelGenerates Prospects

Bottom of funnelGenerates Sales Qualified

Leads and help sales to sell

Who is your industrys thought leader?

Where does

your

Buyer

Persona

Hang out?

Nurture them and put them on a workflow

www.salescommunications.fi/go-international-with-inbound-marketing