Marketing is a fast-moving industry by nature. Like most years, a whole lot has happened in the marketing world in 2015 – and we’re already seeing new trends emerge for 2016.
Not only is content marketing is becoming more localised and more personalised – new channels are revolutionising the way customers experience your brand. For example, Snapchat has exceeded many marketers’ expectations, now getting 4 billion video views per day — the same number as Facebook. We’re seeing a rise in wearable tech, which is giving marketers much more consumer data to work with.
It’s time to put these changes into perspective as we enter 2016. Join HubSpot marketing director Ryan Bonnici as he shares his insights around inbound marketing, and the top 5 content marketing trends he’s seeing in Australia.
Key Takeaways will include:
- How to create a killer on-page and off-page content strategy that can increase your quality website traffic by 3x.
- How personalised content can increase your traffic to lead conversion rate by 500%.
- How to nurture leads with real time content that can increase your average sale price, and decreases the length of your sales cycle.
5. @ryanbonnici | #adtechANZ | @hubspot
THEN
• Advertisers had all the control.
• Consumers were bombarded
with ads & pamphlets trying
to sell them many products.
• While they didn’t like this,
it was all they had.
6. @ryanbonnici | #adtechANZ | @hubspot
NOW
• The buyer is in control
and has much more power.
• With all the tools at their
disposal to do their own
research, they’re able to make
their own decision on your
product / service without you.
7. @ryanbonnici | #adtechANZ | @hubspot
BROKEN
The old playbook is
are on do
not call lists
direct mail is
never opened
unsubscribe
from email
skip
TV ads
48%20%91%83%
8. The biggest problem with
advertising is that it fight’s
for people’s attention by
interrupting them.
-SETH GODIN (1998!)
12. @ryanbonnici | #adtechANZ | @hubspot
+
All-in-one
inbound marketing
and sales software.
We attract 6M+ marketers
per month through content.
What do all marketers
really want to know?
HOW GOOD IS
MY WEBSITE?
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Convert leads with
interactive content
Close customers
with automation
Attract visitors with
blog & site content
25. @ryanbonnici | #adtechANZ | @hubspot
Create a
Buyer Persona
based on your
IDEAL
CUSTOMER
makemypersona.com
26. @ryanbonnici | #adtechANZ | @hubspot
Demographics
• Mid-sized company (25-200 employees)
• Marketing team of 2-5 people
• Undergrad Degree
• 30, Married, 1 Child
Goals
• Support sales with collateral and leads
• Manage company communications
• Build awareness
Challenges
• Too much to do
• Not sure how to get there
• Marketing tool and channel mess
MARKETING
MARY
36. @ryanbonnici | #adtechANZ | @hubspot
PERSONALISATION
IN THE WORLD OF
EMAIL MARKETING
We’re all familiar with
List Segmentation
Dynamic Subject Line
Dynamic Body Copy
Dynamic CTA
37. @ryanbonnici | #adtechANZ | @hubspot
Why? It works!
Click through rates: 14%+
Conversion rates: 10%+
40. @ryanbonnici | #adtechANZ | @hubspot
Form data helps us build
personas. It’s the key to
contextual marketing.
But we need to build on
what we know.
Gather explicit data via forms
41. @ryanbonnici | #adtechANZ | @hubspot
Demographic Data
First & Last Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Such as demographic data
42. @ryanbonnici | #adtechANZ | @hubspot
What people do when
they’re on your site, landing
pages, email.
Leverage this to personalise
all aspects of our marketing.
Gather implicit data via behaviour
43. @ryanbonnici | #adtechANZ | @hubspot
Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Such as behavioural data on your site
44. @ryanbonnici | #adtechANZ | @hubspot
What they are interested in
Behavioural Data
Blog articles read
Forms completed
Content downloaded
Website visits
Emails opened
Social media actions
Videos watched
Who they are
Demographic Data
Name
Email & Phone
Role & Department
Company & Industry
Employees / Team
Challenges / Goals
Geographic location
Build a 360° view of every contact
57. @ryanbonnici | #adtechANZ | @hubspot
Leads
MQLs
Subscribers
HOW
DO YOU
CONVERT
TRAFFIC?
What you want
To establish a relationship
and open communication.
For blog subscribers you
want email address and
first name.
60. @ryanbonnici | #adtechANZ | @hubspot
Leads
MQLs
Subscribers
HOW
DO YOU
CONVERT
LEADS?
What you want
To get data about the
person to further refine your
communication and begin to
identify if they are a fit.
For leads you may want
company name, job title,
employee size.
68. @ryanbonnici | #adtechANZ | @hubspot
IMAGE
• Always include
an image
• Make it vibrant
• Mobile-optimise
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FORM
• Begin with CTA
• Right # of fields
• Actionable button
• Privacy policy
*150% increase
in lead quality with
form verification.
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Leads
MQLs
Subscribers
HOW
DO YOU
CONVERT
MQLS?
What you want
A potential customer to signal
they want to begin a sales
conversation.
Filling out a contact sales
form, demo, or starting a
free trial.
71. @ryanbonnici | #adtechANZ | @hubspot
USE EMAIL
• Compelling Subject Line
• Sender Name
• Personalised Copy
• Call-To-Action
• Image
• Unsubscribe Link
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Create free tools your buyer
persona will find useful.
THEY ARE
CONTENT
TOO!
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website.grader.com
• Freemium hack
• Instead of giving away a part of
the solution, give away a tool
that diagnoses the problem.
• 60K leads from this / year
78. @ryanbonnici | #adtechANZ | @hubspot
unsplash.com
• Built by Crew - a website that
connects freelancers with
projects to be done.
• Started as a small side project.
• Today it receives 11 million
unique users per month
82. @ryanbonnici | #adtechANZ | @hubspot
CONTENT THEFT FAQ
• Use BuzzSumo & find great content
• Wrap link in your Snip.ly shortener
• Share the link with your own CTA
• Generate traffic back to your site
• AB test different links and headlines
83. @ryanbonnici | #adtechANZ | @hubspot
Schedule social updates
when your followers are
THE MOST ACTIVE