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How to Create
Marketing Offers
Your Prospects
Will Love
#inbound12
MAGGIE
GEORGIEVA
@mgieva
#inbound12
marketing
#inbound12
marketing
universe
#inbound12
marketing
offer
#inbound12
OFFER
blog
calls-to-
action
social
ads
email
keywords
Target Specific Personas
Create Marketing Content Based on Data
Build the Rest of the Universe
1
2
3
Steps to Creating Lovable Marketing Offers:
TARGET SPECIFIC
PERSONAS
Fictional characters to
represent your target
buyer segments
BEHAVIOR
Role(s), Goal(s), Challenge(s)
DEMOGRAPHICS
Age, Income, Education
Students Parents Educators
E.g., in an educational institution…
Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly
Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly
GOALS
Excel at school
Have fun
Make friends
Students
And you can break it down more…
ROLES
Learner
Game player
Social butterfly
GOALS
Excel at school
Have fun
Make friends
CHALLENGES
Need 1:1 tutoring
Access to facilities
Isolated neighborhood
Yet…
of business technology marketers
40%
of business technology marketers
40%
of software marketers
22%
of business technology marketers
40%
of software marketers
22%
of services companies
19%
use personas
Patterson, 2007
Develop Your Marketing Personas
Start Segmenting Early on
1
2
Create Content Aligned with Your Personas3
Getting Started with Persona-based Marketing
CREATE MARKETING
CONTENT BASED
ON DATA
“In God we trust; all
others must bring data.”
Blog analytics
SPOT A PATTERN:
Top blog posts are about
visual content & Facebook
Use this intelligence
to produce an offer
Landing Page analytics
SPOT A PATTERN:
Landing pages with ebooks
convert at the highest rate.
The format of your
offers matter
Email marketing analytics
SPOT A PATTERN:
Our audience is interested in
brand new topics like
Pinterest and Google+.
Hop on industry
news fast
What if you don’t
have much data? ?
Check other sources of data
BUILD THE REST
OF THE UNIVERSE
Give your offer the
attention it deserves
OFFER
OFFER
blog
OFFER
blog
ads
keywords
OFFER
blog
ads
keywords
social
email
OFFER
blog
ads
keywords
social
email
calls-to-
action
#inbound12
OFFER
blog
calls-to-
action
social
ads
email
keywords
What if things
go wrong? ?
Did you target the right audience?
Is your offer compelling enough?
Are you not sending enough traffic to it?
?
?
?
Ask yourself these questions…
THANK
YOU.

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How to Create Marketing Offers Your Prospects Will Love