This is a modified version of a presentation I delivered to a group of agencies in London on the 14th of October about how they can attract more of the right types of customers and help agencies convince their customers that they would like to blog by blogging themselves regularly.

1. This presentation is all about how you can be successful with inbound marketing,
either for your own agency business or your clients business. What do our most
successful HubSpot customers get right when implementing their own inbound
marketing ? What are important things for you to consider when deciding upon your
own inbound marketing strategy ?
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2. 15 years of Corporate Sales & Marketing background.
Set up my first Digital Media Agency in 2009 in Sydney, Australia.
Director in my second agency in Dublin, Ireland.
I’ve worked with HubSpot for over 2 years consulting to over 150 Agencies across
Europe & APAC.
2016 I will be joining a new team called the Agency Growth Team working with
Agencies to help them sell more and be more profitable.
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4. Lets review what Inbound Marketing it and what it is not.
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11. Your blog is your biggest asset to attract more of the customers that you want to
work with and to show your clients that you wish to blog that you are practising what
you preach.
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15. HubSpot very clearly defines the people that we would like to work with – this is one
of our personas.
We build a very rounded picture of Mary’s wants and needs so we can create content
that resonates with her and that solves her problems.
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18. Use this to build out a picture of your own personas.
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20. Interview your current customers . . . The ones you want to work with.
Surveys
Lead Intelligence
Ask your Sales team
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26. We understand it helps us create a real brand. One that is not propped up by paid
advertising. Instead we have a real audience who choose to engage with us, choose
to consume our content, because we are giving them things of real value.
If we truly understand our buyer personas, what are their needs, challenges and
goals, we can deliver content that will be really valuable to them.
So valuable that they will do things like ask to be willingly added to email lists so they
can get it delivered straight to their inbox
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27. We understand it helps us create a real brand. One that is not propped up by paid
advertising. Instead we have a real audience who choose to engage with us, choose
to consume our content, because we are giving them things of real value.
If we truly understand our buyer personas, what are their needs, challenges and
goals, we can deliver content that will be really valuable to them.
So valuable that they will do things like ask to be willingly added to email lists so they
can get it delivered straight to their inbox
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28. We understand it helps us create a real brand. One that is not propped up by paid
advertising. Instead we have a real audience who choose to engage with us, choose
to consume our content, because we are giving them things of real value.
If we truly understand our buyer personas, what are their needs, challenges and
goals, we can deliver content that will be really valuable to them.
So valuable that they will do things like ask to be willingly added to email lists so they
can get it delivered straight to their inbox
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30. Here is an example of
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45. The REALITY is, our customers don’t want to feel part of a crowd.
They’re don’t see themselves as a metric in our marketing funnel.
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46. They face different challenges, have different requirements and are at different
stages of the buying cycle.
So our generic, 1 size fits all, marketing simply doesn’t appeal to them.
We need to think about how we can move away from marketing to the crowd and
towards market to an audience of 1.
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47. We understand it helps us create a real brand. One that is not propped up by paid
advertising. Instead we have a real audience who choose to engage with us, choose
to consume our content, because we are giving them things of real value.
If we truly understand our buyer personas, what are their needs, challenges and
goals, we can deliver content that will be really valuable to them.
So valuable that they will do things like ask to be willingly added to email lists so they
can get it delivered straight to their inbox
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48. Exercise for you to do – go through all the pages on your website and pretend you are
the persona of the customers you wish to attract and ask the question – “so what?”
for everything that is on your site. If you cannot answer this question in relation to
how you help your persona then take it down.
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51. If you write up one persona, isolate two problems that they have, write 3 content
ideas for them and create blog posts and social media updates and get the content
out there in the form of campaigns.
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