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Date Created: 12/20/15
Building an Audience the Inbound Way AGENDA 1 What is Inbound Marketing? 2 Identifying Your Personas 3 Defining Your Goals 4 Creating Content and Offers 5 Questions What Is INBOUND 1 MARKETING Search engines, blogging and social media have fundamentally transformed the way people spend their money. HubSpot Co-founder & CEO But most organizations still useoutdated marketing methods that people find intrusive and screen out. HubSpot Co-founder & CEO Audiences everywhere are tough . They don’t have time to be browbeaten by old fashioned advertising. Chief Creative Officer J. Walter Thompson They want content & offers that appeal directly to them Organizations that blog get 55% more website visitors. of organizations that blog have acquired a them through their blog. I get it. Fine. But where do I start? Start by knowing your target. IDENTIFYING YOUR 2 PERSONAS Fictional Characters that Represent Your IDEAL Customers Who Is Your Current Persona? Survey your current list 1 2 Talk to your box office volunteers 3 Interview a few active members 4 Look at whatever data you have Questions To Answer 1 What is their day job? 2 What does a day in their life look like? 3 What problems do they face? 4 Where do they go for information? 5 What are their common objections to buying from you? Questions To Answer 1 Male or female? 2 Age? Education? 3 Income level? 4 What restaurants do they enjoy? 5 What TV shows do they watch? Persona Profile Checklist Persona Detail Questions to Ask Role What is your job role? Your title? How is your job measured? What is a typical day? What skills are required? What knowledge and tools do you use? Who do you report to? Who reports to you? Company What industry or industries does your company work? What is the size of your company (revenue, employees)? Goals What are you responsible for? What does it mean to be successful in your role? Challenges What are your biggest challenges? Watering Holes How do you learn about new information for your job? What publications or blogs do you read? What associations and social networks do you belong? Personal Background Age, Family (married, children), Education Shopping How do you prefer to interact with vendors? (email, phone, in Preferences person) Do you use the internet to research vendors or products? If yes, how do you search for information? 1. Start With Reality Marie spent 20 years working as a teacher and now volunteers at the local library. She uses a computer but doesn’t really get into Facebook – mostly she checks out websites and reads email. She likes to go exploring on the trails at the National Seashore and Audubon preserves, and when her grandchildren visit her she prefers to get active and outdoors with them. John is a high school sophomore who wants to pursue acting and film in college. He’s also involved in sports (track, soccer) and is a high academic achiever. He volunteers for a number of different organizations, but what he really wants is an internship that will give him solid work experience in theater. 2. Make It Fictional VP, Director, or Manager of Marketing Small or Mid-Sized Company Retiree Renee Retiree Renee 67, lives in Harwich 2 kids, 5 grandkids Active, educated, professional Student Sam Student Sam Nauset Sophomore 15 years old Active in drama club and band Grandpa Gary Grandpa Gary Assisted living in Chatham Fixed income Likes cultural outings with friends Pull it all together. DEFINING YOUR 3 GOALS SMART Goal Setting S Specific M Measurable A Attainable R Relevant T Timely Bad Goals. > I want more traffic to my website. > My boss wants us to get more online ticket sales. > I want more butts in seats, maybe 2x what I have now. Good Goals. > I want to increase total website visits 50% in the next 6 months so that I can sell more program advertising. > I want more student membership revenue. I want an average of 10 more per month over the next three months. > To hit my 2013 revenue goals, I know I need to bring in an average of 50 more full-price tickets each week than I did in 2012. Good Goals. • I want to change [X metric] • among [Y persona] • by [Z quantifiable amount] • in order to [further some larger strategic goal] • and • my deadline for achieving this is [date]. Good Goal #1. • I want to increase memberships • among Student Sam • by 50% • in order to double overall member numbers this year • and • my deadline for achieving this is November 1. Good Goal #2. • I want to increase annual fund donations • among Retiree Renee • by 20% • in order to match operating expenses this year • and • my deadline for achieving this is December 31. Good Goal #3. • I want to increase senior summer ticket sales • among Grandpa Gary • by 40% • in order to help us exceed our annual revenue goals • and • my deadline for achieving this is Labor Day. CREATE CONTENT 4 AND OFFERS Create content that appeals to your target persona Create an offer that they will love. Blog about your offer. Add a call to action. Link it to a landing page. Give them the offer.. What should we offer? What should we offer? • A map of nearby activities for kids (Renee) What should we offer? • A map of nearby activities for kids (Renee) • Advice on how to give a killer audition (Sam) What should we offer? • A map of nearby activities for kids (Renee) • Advice on how to give a killer audition (Sam) • A list of local senior discounts (Gary) What should we offer? • A map of nearby activities for kids (Renee) • Advice on how to give a killer audition (Sam) • A list of local senior discounts (Gary) • Merchandise (Who knows?) REMEMBER 1 Keep It “Inbound” 2 Define Your Personas 3 State Your Goals 4 Create Content and Offers 5 Analyze Your Results 5 QUESTIONS
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