1. Building an
Audience the
Inbound Way

2. AGENDA
1 What is Inbound Marketing?
2 Identifying Your Personas
3 Defining Your Goals
4 Creating Content and Offers
5 Questions

3. What Is
1 INBOUND
MARKETING

5. Search engines,
blogging and social
media have
fundamentally
transformed the way
people spend their
money.
Brian Halligan
HubSpot Co-founder & CEO
5

6. But most organizations
still use outdated
marketing methods
that people
find intrusive
and screen out.
Brian Halligan
HubSpot Co-founder & CEO
6

7. Audiences everywhere
are tough.
They don’t have time to
be browbeaten by
old fashioned
advertising.
Craig Davis
Chief Creative Officer
J. Walter Thompson

8. They want content
& offers that
appeal directly to
them

9. Organizations that blog get
55% more
website visitors.

10. 57%
of organizations that blog
have acquired a
new customer that found
them through their blog.

13. I get it. Fine.
But where do I start?

14. Start by knowing
your target.

15. IDENTIFYING
2 YOUR
PERSONAS

16. Fictional Characters
that Represent Your
IDEAL Customers

17. Who Is Your Current Persona?
1 Survey your current list
2 Talk to your box office volunteers
3 Interview a few active members
4 Look at whatever data you have

18. 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?
What are their common objections to
5 buying from you?

19. 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?

20. 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?

21. 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.

22. 2. Make It Fictional
Marketing Mary
VP, Director, or Manager of Marketing
Small or Mid-Sized Company

23. Retiree Renee
Retiree Renee
67, lives in Harwich
2 kids, 5 grandkids
Active, educated, professional

24. Student Sam
Student Sam
Nauset Sophomore
15 years old
Active in drama club and band

25. Grandpa Gary
Grandpa Gary
Assisted living in Chatham
Fixed income
Likes cultural outings with friends

26. Pull it all together.

27. DEFINING
3 YOUR
GOALS

28. BE SMART

29. SMART Goal Setting
S Specific
M Measurable
A Attainable
R Relevant
T Timely

30. 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.

31. 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].

32. 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.

33. 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.

34. 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.

35. 4 CREATE CONTENT
AND OFFERS

36. Create content that
appeals to your
target persona

37. Create an offer that they will love.

38. Blog about your offer.

39. Add a
call to action.

40. Link it to a landing page.

41. Give them the offer..

42. What should we offer?

43. What should we offer?
• A map of nearby activities for kids (Renee)

44. What should we offer?
• A map of nearby activities for kids (Renee)
• Advice on how to give a killer audition (Sam)

45. 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)

46. 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?)

47. REMEMBER
1 Keep It “Inbound”
2 Define Your Personas
3 State Your Goals
4 Create Content and Offers
5 Analyze Your Results

48. 5 QUESTIONS