WELCOME!

Inaugural HUG | Reading, PA March 4, 2014

Lindsay Thibeault

Inbound Professor, HubSpot Academy I can say the 50 states in 18 seconds in alphabetical order.

@lindsayregina

1 Inbound Methodology

2 2014 Inbound Trends

3 Where to focus your 2014 efforts

AGENDA

INBOUND METHODOLOGY. 1

2014 TRENDS. 2

TREND #1: CONTENT IS KING

BUYER PERSONAS

BUYER’S JOURNEY

Determining your content topic Know your:

The Buyer’s Journey: the research process

people go through leading up to making a purchase.

The Buyer’s Journey

Prospect is experiencing and expressing symptoms of a problem or opportunity. Is doing educational research to more clearly understand, frame, and give name to their problem.

Prospect has now clearly defined and given a name to their problem or opportunity. Is committed to researching and understanding all of the available approaches and/or methods to solving the defined problem or opportunity.

Prospect has now decided on their solution strategy, method, or approach. Is compiling a long list of all available vendors and products in their given solution strategy. Is researching to whittle the long list down to a short list and ultimately make a final purchase decision.

PRO TIP.

Audit your website pages and blog posts. • Where would your visitor be in the buyer’s journey? • What is the appropriate trigger to move your visitor to the next step

of the buyer’s journey?

Awareness Stage

Consideration Stage

Decision Stage

Blog post

Content offer

List How-to

FAQ Best of News Q&A

Opinion Curated

Troubleshoot Issue

Resolve Risks

Upgrade Improve Optimize Prevent

eBook Whitepaper

Checklist Infographic

Other educational

content

Keyword: ______________

Title: __________________

Persona name:

_________

Blog post

Content offer

List Interview How-to

FAQ Best of News Q&A

Opinion Curated

Solution Provider Service Supplier

Tool Device

Software Appliance

eBook Whitepaper

Checklist Podcast Webinar Video

Worksheet/Calc Template

Case studies

Keyword: ______________

Title: __________________

Blog post

Content offer

List How-to

FAQ Best of News Q&A

Opinion Curated Product-focused

Comparison

Compare Versus

Vs. Comparison

Pros and Cons

Benchmarks Review

Test

Comparison chart Purchasing guide

Case studies Product literature Worksheet/Calc

Webinar Checklist

Keyword: ______________

Title: __________________

BUYER’S JOURNEY

POST OR OFFER?

OFFER FORMAT

CONTENT TYPE

RELEVANT TERMS

YOUR KEYWORD

YOUR CONTENT

Trend #2: Video Marketing

VIDEO IS QUICKLY BECOMING THE MOST CONSUMED TYPE OF CONTENT ON THE WEB.

Globally, online video traffic will be 55% of all consumer Internet traffic in 2016

PRO TIP.

Transcribe your videos. YouTube’s built in Closed Captioning (CC) system is the ticket!

TREND #3: TOP 3 MARKETER TRENDS:

1. Creating a more inbound friendly website 2.Blogging more regularly (2x+ per week) 3.Workflows to engage and qualify leads

ON AVERAGE HOW MANY TIMES A WEEK DO YOU BLOG?

0-1 x per week 2 x per week

5 x per week

PRO TIP.

?

PRO TIP.

HUGS

Where to focus your efforts in 2014. 3

What are your top 3 Inbound Marketing Initiatives in 2014?

“People are becoming brands &

brands are becoming people.”

- @BrianSolis

QUESTIONS?

THANK YOU. #HubSpotting