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HubSpot Marketing Software Cert (Introduction to Buyer Personas (Creation…
HubSpot Marketing Software Cert
Introduction to Buyer Personas
What?
Semi fictional ideal customers based on research
Why?
Gives CONTEXT
To provide CONTENT
Attract the right strangers
It gives something about where they hang out
Guides product and service
What they are not
Target markets
Job titles/roles
Dependent on specific tools or tech
Specific real people
Creation notes
Details matter
Don't feel the need to answer every question
Continual process of refinement
Every inbound activity should be aimed back to buyer persona
Best practices
Focus on motives behind behaviors
Keep personas fictional, but still realistic
Choose one primary persona
Tell your personas story
Chapters of the story
Job and demographic info
What does a day in their life look like?
What are their challenges and pain points?
Where do they go for their information?
Common objections to product and services
Steps to create a buyer persona
Identify questions to ask to develop your persona
Determine how you'll research your personas
Compile research and answers to your paraphrased version of questions
Use the buyer persona-building best practices to transform your notes into a complete persona
Introduction to Content Creation
Create remarkable content that helps your buyers
Best practices
Focus on mapping content to your buyer persona AND where they are in the buyers journey
Less is more: your buyer personas are busy. Make it easy.
Video
Images
Keep it educational
Focus on the information part of the content first. Design second
The Content Process
Plan
Create
Distribute
Content is finite, promotion is infinite
Content is the gas tank, promotion is the fuel
Strategies
Website pages
Blogs
Landing Pages
Social Media
CTA's
Marketing emails
Maximise the shelf life of content
Analyze
Study
Metrics
Number of visits
Leads generated
Social proof
Inbound links
Content performance by author
Content performance by topic
Content performance by format
REPEAT
Introduction to SEO & Keywords
What?
Search Engine Optimization
Organic results
Goal
To be in the top organic results
Strategy and Best Practice
Do keyword research
Based on buyer persona
Make a list
Categorise keywords by journey phase
Awareness
Problem based keywords
Consideration
Solution keywords
Decision
Branded keywords
How?
Use google search engine
Determine which keywords people use to find my site
Determine which keywords have the best opportunity
Long tail keywords
Mimic the language
Create content around your keyword research
Optimize content around primary keyword
Add to page title
Add to URL
Meta description
Add keyword to alt-text in image
Include relevant links in content
Have a custom 404 page
Optimize for mobile
Introduction to blogging
Business blogging
Help solve your customers problems
How?
Pick a topic and a title
Answer problems
Write about the industry
Brainstorm a list of topics
Do keyword research
One topic per post
Make a list of topics that support a specific conversion
Write a compelling title
Your title is the most important piece of your content
It grabs the attention immediately
Include long tail keyword in title
Make the value clear
Keep the title to 55 characters
Best practices
Use whitespace
Segment sections
Bold important information
Include images
Include internal and external links
Introduction to Social Media
Stats
2 billion users on social
9/10 business have an active presence on social
66% business believe that social is part of the core strategy
Why?
Increase awareness and promotion
Drive traffic
Build community
Best practices
Set SMART goals
S
pecific
M
easurable
A
ttainable
R
elevant
T
ime Specific
Create a plan
Meet your audience where they're at
Use optimization
Tie efforts back to ROI
Different types
Twitter
Facebook
Pinterest
Instagram
Snapchat
Introduction to CTA's
The conversion process
Call to action
Landing Page
Thank you page
What?
A button that links to a landing page that promotes an offer.
Big business assets
Best practices
Action oriented
Verb
Include keywords consistent with offer & landing page
Make it attention grabbing
Stand out
Use shadows
Bright colors
Use contrast
Use strong & appropriate placement
Test Test Test
Make one small change
Goal
1% - 2%
Introduction to Landing Pages
Conversion Process
#
What?
Your digital sales rep
Working 24/7 365
All landing pages use a form
High performing landing pages
Best practices
Clear concise action oriented headline
Explain the offer clearly and place visual emphasis on the value
Remove the navigation menu and links
The form length mirrors the value of the offer
Include a relevant image, animation or short video
Add social sharing icons
20% conversion rate goal
Introduction to Forms
What?
Why?
A form powers the conversion process
Collect data to be used in marketing efforts
How
Best practices
Focus on questions that help you segment your contacts for your next phase of marketing
Less is more
Evaluate the form as if you were the lead
Always add a label and placeholder text to each form field
Form fields should have limited input options when appropriate
Intro to Thank You Pages
What?
Final part of the conversion process
How?
Best Practices
Deliver promised content offer or set expectations
Display the sites navigation menu
Provide additional content
Move new leads further into the buyers journey
Include social options
Why?
Can help someone continue through the buyers journey
Thank you pages outweigh inline thank you messages
Provides additional engagement
Place another CTA on the thank you page
Introduction to Contacts
Why?
What?
Anybody your company, market, sells, partners, engages with or employs
Qualities of a good contact DB
See the whole picture of a contact
Aligns marketing and sales
Seamless integration with every tool you use
The nerve center for all of your inbound efforts
How?
Best practices
Keep contact database up to date
Build custome contact properties to create stronger contact profiles
Tell a story with the contact profile
Manage lifecycle stages to ensure accurate closed-loop reporting
Introduction to Lists
What?
Break up your contacts and create segments based on similarities
Job
Position
Salary
Interests
Lists are the oil for your inbound engine
Email sending
Start and finish workflows
Smart content
Monitor contacts on social
Report and analyze on your contact database
Stats
74% of online consumers get frustrated when content appears that isn't relevant to them
Lists empower marketers to do RELATIONSHIP DRIVEN MARKETING THAT DRIVES RESULTS
How?
Define your segmentation strategy
Segment people based off of implicit and explicit data
Maser the use of list logic
Analyze your list performance
Why is email marketing still important?
Misconceptions
People think email means spam
Email marketing is old school
Stats
4.3 billion email accounts that send 196 billion emails every day
91% of consumers check their email daily
Email is a channel that you own
77% of consumers prefer email for marketing communication
Email lets you be highly personal
Email has a marketing ROI of 4,300%
How?
Best practices
Determine your audience
Segment your contacts DB
Send the right email at the right time
Nurture your lead into a customer
Theory
Right Customer
Right Audience
Right Timing
=
SUCCESS
Four step guide to email perfection
Define a clear goal for your email
Examples of clear goals
Generate leads
Collect feedback
Educate customers and prospects
Nurture existing leads
Personalize where appropriate
Send emails from real people
Focus on engagement
80% of what you need to say, should be in the first 20% of the email. Keep it concise
Use actionable language
Use verbs
Make it short and sweet
Enable sharing
Test & Analyze
Delivery rate
Open rate
Click rate
What are people clicking on?
Introduction to Sources
What?
Use the sources tool as your marketing compass
How?
Best Practices
Establish benchmarks
Identify key metrics
Check progress often
Calculate results
