Presentation to UNIBE June 7th 2018
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The document outlines the principles and strategies of inbound marketing, emphasizing its customer-centric approach compared to outdated outbound methods. It details the creation and utilization of buyer personas to better understand target customers and tailor marketing efforts effectively. Furthermore, it highlights the significance of analyzing marketing efforts for optimizing future campaigns, showcasing that inbound methods yield higher ROI for businesses, particularly those with fewer than 200 employees.
![Name of Persona Persona 1
MARKETING MESSAGING
How should you describe your solution to your
persona?
• [Type in your marketing
message]
ELEVATOR PITCH
Sell your persona on your solution!
• [Type in your elevator pitch]
48](https://image.slidesharecdn.com/growthinboundkaizenpresentationtounibe-180612000806/85/Presentation-to-UNIBE-June-7th-2018-48-320.jpg)
![Name of Persona Persona 2
MARKETING MESSAGING
How should you describe your solution to your
persona?
• [Type in your marketing
message]
ELEVATOR PITCH
Sell your persona on your solution!
• [Type in your elevator pitch]
52](https://image.slidesharecdn.com/growthinboundkaizenpresentationtounibe-180612000806/85/Presentation-to-UNIBE-June-7th-2018-52-320.jpg)
Presentation to UNIBE June 7th 2018
- 1. GROWTH
- 2. INBOUND
- 3. KAIZEN
- 4. Inbound VS Outbound Rogelio Rodriguez CEO, Rizen Growth Agency Instructor, Miami Ad School Punta Cana @rodusmc
- 5. What is Inbound Marketing?
- 9. The old marketing playbook is BROKEN 94% skip TV ads 91% unsubscribe from email 27% of direct mail is never opened 200M on the Do Not Call list
- 10. In order to attract customers, marketers have to provide something they will love.
- 12. Definition: Inbound Marketing is a holistic, data-driven approach to marketing that attracts individuals to your brand and converts them into lasting customers
- 13. What Makes Inbound Different? • Outbound – Cold Calling – Cold Emails (SPAM) – Interruptive Ads – Marketer-centric • Inbound – SEO – Blogging – Attraction – Customer-centric
- 14. When you use inbound marketing, your customers will come to you.
- 15. Using inbound marketing can turn strangers into customers and promoters of your business
- 17. Now that’s marketing people can love.
- 18. • Keyword search • Blog • Calls-to-action • Website & Landing pages • Email • Marketing Automation • Social Media Multi-Channel Marketing
- 19. Get Traffic Create blog content, search engine optimize (SEO) your content, and promote it on social media sites. Get Leads Place calls-to-action throughout your website to drive visitors to landing pages with forms. Visitors fill out the forms to get whatever you’re offering and become leads. Get Customers Send your leads automated emails to drive them along your buying cycle. Provide your sales team with lead intelligence so they can make more effective sales calls. Analyze Analyze the success of your marketing campaigns, and determine which areas need further optimizations for future success. The Inbound Funnel
- 21. Inbound Creates More Leads
- 22. Inbound Marketing works across industries
- 23. Inbound is the dominant marketing strategy for companies with fewer than 200 people
- 24. Companies are 3x as likely to see higher ROI on inbound marketing campaigns than on outbound.
- 25. Inbound efforts achieve higher ROI than outbound regardless of total marketing spend.
- 26. 84% of small businesses are predominantly using inbound marketing.
- 27. 3 out of 4 marketers across the globe prioritize an inbound approach to marketing.
- 29. QUESTIONS?
- 30. HOW TO CREATE BUYER PERSONAS FOR YOUR BUSINESS
- 31. Table of Contents 6 Reasons To Create Personas ……………………………………………………………. Page 6 What Are Buyer Personas? ...……………………………………………………………….. Page 7 What Are Negative Personas? ………………………………………......................….. Page 8 How Can You Use Personas? ………………………………………………………………. Page 9 How Do You Create Personas? …………...………………………..……………......…. Page 11 Blank Templates ………………………………………………………………………………..... Page 20
- 32. 6 Reasons To Create Personas 1. Competitive Advantage 2. Unify your teams understanding of your customer 3. To provide focus for communication strategy 4. To give perspective to all stakeholders 5. To create empathy for creatives 6. To add context 32
- 33. What Are Buyer Personas? Buyer personas are fictional, generalized representations of your ideal customers. They help you understand your customers (and prospective customers) better, and make it easier for you to tailor content to the specific needs, behaviors, and concerns of different groups. The strongest buyer personas are based on market research as well as on insights you gather from your actual customer base (through surveys, interviews, etc.). Depending on your business, you could have as few as one or two personas, or as many as 10 or 20. (Note: If you’re new to personas, start small! You can always develop more personas later if needed.) 33
- 34. What Are Negative Personas? Whereas a buyer persona is a representation of an ideal customer, a negative -- or “exclusionary” -- persona is a representation of who you don’t want as a customer. This could include, for example, professionals who are too advanced for your product or service, students who are only engaging with your content for research/knowledge, or potential customers who are just too expensive to acquire (because of a low average sale price, their propensity to churn, or their unlikeliness to purchase again from your company.) 34
- 35. How Can You Use Personas? At the most basic level, personas allow you to personalize or target your marketing for different segments of your audience. For example, instead of sending the same lead nurturing emails to everyone in your database, you can segment by buyer persona and tailor your messaging according to what you know about those different personas. If you take the time to create negative personas, you’ll have the added advantage of being able to segment out the “bad apples” from the rest of your contacts, which can help you achieve a lower cost-per-lead and cost-per-customer (and see higher sales productivity). 35
- 36. How Can You Use Personas? When combined with lifecycle stage (i.e. how far along someone is in your sales cycle), buyer personas also allow you to map out and create highly targeted content. 36
- 37. How Do You Create Buyer Personas? 37 Step 1 Collect Data Step 2 Identify Groups Step 3 Build Personas
- 38. How Do You Create Buyer Personas? Buyer personas are created through research, surveys, and interviews of your target audience. That includes a mix of customers, prospects, and those outside of your contact database who might align with your target audience. Here are some practical methods for gathering the information you need to develop personas: • Interview customers either in person or over the phone to discover what they like about your product or service. 38
- 39. How Do You Create Buyer Personas? (continued) • Look through your contacts database to uncover trends about how certain leads or customers find and consume your content. • When creating forms to use on your website, use form fields that capture important persona information. (For example, if all of your personas vary based on company size, ask each lead for information about company size on your forms. You could also gather information on what forms of social media your leads use by asking a question about social media accounts.) • Take into consideration your sales team's feedback on the leads they are interacting with most. (What types of sales cycles does your sales team work with? What generalizations can they make about the different types of customers you serve best?) 39
- 40. Name of Persona SAMPLE SALLY BACKGROUND Job? Career path? Family? • Head of Human Resources • Worked at the same company for 10 years; worked her way up from HR associate • Married with 2 children (10 and 8) DEMOGRAPHIC Male or female? Age? Income? Location? • Skews female • Age 30 – 45 • Dual HH Income: $140,000 • Suburban IDENTIFIERS Demeanor? Communication preferences? • Calm demeanor • Probably has an assistant screening calls • Asks to receive collateral mailed/printed 40
- 41. Name of Persona SAMPLE SALLY GOALS Primary goal? Secondary goal? • Keep employees happy and turnover low • Support legal and finance teams CHALLENGES Primary challenge? Secondary challenge? • Getting everything done with a small staff • Rolling out changes to the entire company WHAT CAN WE DO …to help our persona achieve their goals? ...to help our persona overcome their challenges? • Make it easy to manage all employee data in one place • Integrate with legal and finance team’s systems 41
- 42. Name of Persona SAMPLE SALLY REAL QUOTES About goals, challenges, etc • “It’s been difficult getting company-wide adoption of new technologies in the past.” • ”I don’t have time to train new employees on a million different databases and platforms.” • “I’ve had to deal with so many painful integrations with other departments’ databases and software.” COMMON OBJECTIONS Why wouldn’t they buy your product/service? • “I’m worried I’ll lose data transitioning to a new system. • “I don’t want to have to train the entire company on how to use a new system. 42
- 43. Name of Persona SAMPLE SALLY MARKETING MESSAGING How should you describe your solution to your persona? • Integrated HR Database Management ELEVATOR PITCH Sell your persona on your solution! • We give you an intuitive database that integrates with your existing software and platforms and lifetime training to help new employees get up to speed quickly. 43
- 44. Your Turn! We’ve provided blank templates for developing three personas. (If you need more, simply select the slides on the left-hand side, right click, and choose “Duplicate.”) 44
- 45. Name of Persona Persona 1 BACKGROUND Job? Career path? Family? • Job • Career Path • Family life DEMOGRAPHIC Male or female? Age? Income? Location? • Gender • Age • Income • Location IDENTIFIERS Demeanor? Communication preferences? • Demeanor • Communication Preference 45
- 46. Name of Persona Persona 1 GOALS Primary goal? Secondary goal? • Primary Goal • Secondary Goal CHALLENGES Primary challenge? Secondary challenge? • Primary Challenge • Secondary Challenge WHAT CAN WE DO …to help our persona achieve their goals? ...to help our persona overcome their challenges? • What we can do point 1 • What we can do point 2 46
- 47. Name of Persona Persona 1 REAL QUOTES About goals, challenges, etc • Quote 1 • Quote 2 • Quote 3 COMMON OBJECTIONS Why wouldn’t they buy your product/service? • Common Objection 1 • Common Objection 2 47
- 48. Name of Persona Persona 1 MARKETING MESSAGING How should you describe your solution to your persona? • [Type in your marketing message] ELEVATOR PITCH Sell your persona on your solution! • [Type in your elevator pitch] 48
- 49. Name of Persona Persona 2 BACKGROUND Job? Career path? Family? • Job • Career Path • Family life DEMOGRAPHIC Male or female? Age? Income? Location? • Gender • Age • Income • Location IDENTIFIERS Demeanor? Communication preferences? • Demeanor • Communication Preference 49
- 50. Name of Persona Persona 2 GOALS Primary goal? Secondary goal? • Primary Goal • Secondary Goal CHALLENGES Primary challenge? Secondary challenge? • Primary Challenge • Secondary Challenge WHAT CAN WE DO …to help our persona achieve their goals? ...to help our persona overcome their challenges? • What we can do point 1 • What we can do point 2 50
- 51. Name of Persona Persona 2 REAL QUOTES About goals, challenges, etc • Quote 1 • Quote 2 • Quote 3 COMMON OBJECTIONS Why wouldn’t they buy your product/service? • Common Objection 1 • Common Objection 2 51
- 52. Name of Persona Persona 2 MARKETING MESSAGING How should you describe your solution to your persona? • [Type in your marketing message] ELEVATOR PITCH Sell your persona on your solution! • [Type in your elevator pitch] 52
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