At the Sydney HubSpot briefing, I learnt how to be a successful inbound marketer; I need to be more “loving”, and it all starts off with a blog.
Here is the team selfie taken by Ryan – I am the one with the orange sunglasses and sideways hanging name-tag, two rows from the front, directly behind him; Phew! 1/2 of me in the photo, I just made it in.
— HubSpot (@HubSpot) April 28, 2015
It was the 29th of April 2015, 8AM, on a wet rainy morning: I was lucky enough to receive an invitation to attend a HubSpot event. The event was located in the hip Ivy hotel in the Sydney CBD. The crew came out to greet us with orange sunglasses addressed in orange T-shirts, which put a smile on my face. It a great event and they spoilt us with food and good coffee; it was great setting to hang out with the “cool kids”.
So what did I learn?
I learnt about a new style of marketing, actually re-learnt about it. I have been a big fan of blogging and inbound marketing for a while.
Inbound Marketing is “In” – The best market strategy to attract people using Google search ( about 90% of us)
Outbound Market is “Out” – The interruptive method, a traditional method that has lost its appeal and effectiveness
Lawyers are more loved than Marketers
Yes, this got my attention as well. A Slideshare link to the events presentation can be found below. These are some of the key learnings.
- “Sharing is caring” is the new mode of operation
- Lawyers are more loved than Marketers (yes, it’s true)
- Marketing has to become loveable again to be effective
- 90% of users start the buying process off with a Google search
- Inbound marketing is the best form of marketing strategy in a Google search world.
- The new “funnel” for inbound marketing – Attract | Convert | Close | Delight (See slide 27 )
- New theories such as Personas, Personalisation, Contextual marketing are part of the recipe
Go through the slidedeck it has plenty of useful insights and facts!
** Slide 11 has a Popup – click on Skip or fill in your details to keep in touch with HubSpot
I have been an avid reader of HubSpot for a number of years and I am a big believer in content marketing (hence this blog). If you have not discovered HubSpot content yet, then do yourself a favour. Lots of really valuable information about the science of inbound marketing on their blog that includes everything from design, copywriting, landing pages, etc. HubSpot Blog
The concept of inbound marketing blog has evolved over many years. Seth Godin came up with “permission marketing” in 1999 was the incubator for the inbound practice. The advances in technology – particularly in the area of marketing automation (optin, auto-responders, email list), content marketing, SEO, blogs and social media: have made the whole inbound marketing blog practice possible today.
Setting up an Inbound Marketing Blog
At the heart of inbound marketing is the ‘blog” – produce helpful information for your customer. Demonstrate you can solve your customer’s problem, create that relationship and provide useful stuff.
So are you ready to setup your blog? So what are the high-level steps for starting your blog?
- Strategy – know who you are marketing to
- Who is your market? Where do they hang out? What are their Personas? This cornerstone step will set you up for the rest of the marketing activities.
- Love your market – before you can write or produce content about something you have to be interested in your customer, you cannot escape this. You must care to share.
Netology has been working with a company in Perth. The company was marketing to B2B it was not the correct market for its product so we did a 180 degree change in direction and went the B2C path instead. This meant a change of branding (name change, new logo, new website), product changes, and different content. Choosing the right strategy is the first step and so important to get right.
- Content Generation – SEO relies on content.
- Having great Content Management Systems like WordPress, Joomla or Hubspot platform is paramount.
- Ensuring that your content has the correct SEO so your content can be found.
- Measure, Analyse and Market – Its a continual process
- You have to measure. At Google Analytics training empathizes the importance of defining goals, e.g., Time spent or pages read, or action taken.
- Constantly analyse your website – the traffic, how the content is ranking and user behaviour etc. Constant analysis is a necessity. I am constantly surprised with how many websites do not run web analytics as their regular process. Getting to know your website better and gaining more insights to your customer’s persona is a definite key for success in business.
- Market – spread your content around. To have a successful inbound marketing blog practice “sharing is caring”; this simple act will maximise links and get your content found.
So if you need any advice on setting up a business blog and if you need some general advice on an inbound strategy, please fill out the form below.