52. “I've learned that people will forget what
you said, people will forget what you
did, but people will never forget how
you made them feel.”
― Maya Angelou
53. 7 Activities.
• Spend less
• Be relevant
• Move fast
• Mine the data
• Add value
• Personalize
• Be human
62. Thank You!
Review for examples at bit.ly/TorontoHUG
or blog.hubspot.com/ecommerce
And be sure to join the inbound discussion online
by following @HubSpot and @SteveHaase
Notes de l'éditeur
Working on her website to test these principles in real time.
4. Specifically focusing on culture elements of your business.
Short answer, anyone? Marketing people love.
Another way to view inbound marketing: We want to attract strangers, etc.
Before the how, let’s talk about the WHY? Get responses: what are the benefits of inbound marketing through digital over traditional? Why are we doing digital instead of traditional?
Less expensive to invest in (you’re in charge, not radio station), you’ll experience growth over time from content (show blog traffic chart), and inbound leads are 61% cheaper than outbound. Test things out exceedingly cheaply.
Less expensive to invest in (you’re in charge, not radio station), you’ll experience growth over time from content (show blog traffic chart), and inbound leads are 61% cheaper than outbound. Test things out exceedingly cheaply.
More relevant: the channels + info + relationships that matter for your end user. Product reviews will increase on-page conversions by 30%. Study by the Pew Trust found 87% of North American adults access the internet.
100x the traffic from a lightly promoted post that went viral on FB
Faster moving to change: you can write a blog post about something you just heard on the news (newsjacking or real time marketing. Sitstay example)
Data rich. you get data: either personal or general, find out what works and what doesn’t. Show Conversion Assists screenshot
Do you know which pages are converting the most customers? Which ones are assisting? Why is that? Do more like that.
Add incremental value prior to the sale. Searchers want information, expect that kind of power and access. Are you giving it to them? Are you adding incremental value up to the sale, or just asking for it outright? Akin to asking for marriage on the first date. Be the other half of their heart in this picture.
47% conversion rate.
Personalize it! Your website should not be the same for new visitors as it is for customers. Acknowledge the relationship, that’s what inbound is all about. Screenshot of Persona tool.
More human. The power of ideas and the spirit of generosity.
Show each of the areas on the screen, ask to grade themselves on 1-5 for each area.
I’ve shown you examples, told you where to look, gave you some time for self-reflection. What else is there? Culture.
I’ve shown you examples, told you where to look, gave you some time for self-reflection. What else is there? Culture.
Culture isn’t about parties and pizza day.
Comes from the top, but we all influence it. You need great culture to do great, human, remarkable marketing.
You can be great even if covered in mud, but it’s harder. Make a more profound impact. Better to create a great culture.