HubSpot
@searchbrat kflanaganhubspot.com
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The Marketers Guide to Growth Spurts. презентация
Содержание
- 1. The Marketers Guide to Growth Spurts.
- 2. Do good things really come in small packages?
- 3. Sometimes the answer is - YES
- 4. But there are times when big is better.
- 5. That’s my kind of water slide!
- 6. For marketers focused on growth, both the opportunities and challenges have never been greater.
- 7. It’s a lot like money
- 8. Making your first million is the hardest (so I hear)
- 9. Once you’ve an established audience it’s a lot easier to make new things successful.
- 10. #5 iTunes Podcast - Business
- 11. So, let’s talk about GROWTH
- 12. Marketer’s Guide to Growth Spurts
- 13. As a marketer your goal should always begin with,
- 14. who is your dream customer?
- 15. And what problem does your service or product solve?
- 16. Slack is one of the fastest growing B2B companies of all time.
- 17. They’re growing FAST
- 18. With a goal to solve the problem of information overload in the office.
- 19. Most knowledge workers lose 28% of their day or 2.1 hours to constant interruptions
- 20. Slack’s customers don’t know a solution exists.
- 21. “ ” Our job is to understand
- 22. Uber is valued at $41 billion, and is still a privately owned company.
- 23. Their goal was to simply transform the experience of getting a taxi.
- 24. They started by giving free taxi rides at tech conferences in San Francisco.
- 25. The experience was so good that word spread.
- 26. In HubSpot, our goal is to help marketing and sales grow their business.
- 27. We’re obsessed with solving our customers’ goals & challenges.
- 29. It has helped us to grow pretty fast as well.
- 30. “ Growth spurts happen when you understand
- 31. You need to focus on the right targets
- 32. Small marketing teams usually try to focus on too many targets at once.
- 33. Get Visitors Get Leads Get SQLs Customers
- 34. When HubSpot launch in new countries our initial focus is traffic & subscribers.
- 35. It helps us focus on the right targets as we scale.
- 36. Big marketing teams usually spend too much time on “best practice” and “strategy”.
- 37. Get Visitors Get Leads Get SQLs Customers
- 38. “ Growth spurts need constant execution against measurable targets. ” @Searchbrat
- 41. Marketers Guide to Growth Spurts
- 42. Here is a dirty little secret …
- 43. … not everything a marketer does will work.
- 44. And sometimes what works surprises us
- 45. But we can stack the cards in
- 46. Subbuteo first promoted their game in boys own magazine in 1946.
- 47. The game didn’t exist, but they still got 2,000 orders.
- 48. Today, it has never been so easy for marketers to validate their ideas.
- 50. Easily find out who your competitors are.
- 51. Find both common and uncommon keywords you can target.
- 52. Find organic keywords that are generating traffic for your competitors.
- 53. What content from your competitors is attracting inbound links?
- 54. Ahrefs can show you both inbound links and social shares.
- 55. Buzzsumo shows you a lot of insights about your competitors’ content.
- 56. Gather insights on what you can start publishing to acquire an audience.
- 57. Marketers Guide to Growth Spurts
- 59. It means they’ve f**ked up a lot.
- 60. Run brainstorm sessions using Google docs to gather ideas from insights.
- 61. 30 minute brainstorms with everyone set to anonymous.
- 62. Improve on content that’s already performed well for your competitors.
- 65. You can improve by: Making it
- 67. When you’re small it’s worth syndicating content to larger audiences.
- 68. We all know the story of Bufferapp
- 69. But Groovehq have proven this model works as well.
- 70. Use insights to discover what their audience will like.
- 72. Convert that traffic into subscribers.
- 73. When you’re bigger other people will want to post for you.
- 74. Use Buzzsumo to find authors who get shared a lot.
- 76. Leverage the art of “chunking”.
- 77. In NLP ‘chunking up’ refers to moving
- 78. Movoto used chunking to grow their blog from 2,000 to 18,000,000 monthly visits.
- 79. Marketers Guide to Growth Spurts
- 80. Promotion could be its own deck http://slidesha.re/1te7Xkj
- 81. Here comes the quick fire round ..
- 82. Use Snip.ly to steal borrow other peoples content for your own gain
- 83. Find trending content in your industry
- 84. Share it and send traffic back to your site
- 85. Create a social calendar based on when your social followers are most active.
- 86. Followerwonk can find the times your Twitter followers are most active.
- 87. Use Facebook insights to find days and times your fans are most active.
- 88. Timings+ even lets you get this information for Google+
- 89. Use Bufferapp to create a social calendar based on these findings
- 90. Content amplification through paid channels will help extend your reach
- 91. For paid Twitter ads: Visuals in Tweets
- 92. These are real people actually sharing our “paid ad”
- 93. Facebook has a lot of targeting options.
- 94. Certain Facebook ads are better for content
- 95. Certain Facebook ads are better for content
- 96. Custom Audiences allow you to get more granular with your targeting.
- 97. On LinkedIn keep your target audience really
- 98. Keep targeting really tight on LinkedIn; your cost per click tends to be higher.
- 99. LinkedIn accounts for 64% of all corporate
- 101. There are 200 conversations taking place per
- 102. Remember we made this content 100 times better.
- 103. Who linked to and shared the original piece of content?
- 104. When you have an audience promotion becomes a lot easier.
- 105. Use successful content to promote future content.
- 106. Use successful content to promote future content.
- 107. To help you make good decisions on where to cross promote.
- 108. Now go forth and GROW!
- 109. Get in Contact. Twitter: @searchbrat LinkedIn: linkedin.com/in/kieranjflanagan Google+: Search for “Kieran Flanagan:
Do good things really come in small packages?
Слайд 6For marketers focused on growth, both the opportunities and challenges have
never been greater.
Слайд 21“
”
Our job is to understand what people think they want and
translate the value of Slack into their terms
@Stewart, Co Founder of Slack
Слайд 30“
Growth spurts happen when you understand the goal of your product/service
and educate your ideal customer on how it solves their problems .
”
@Searchbrat
Слайд 33Get Visitors
Get Leads
Get SQLs
Customers
They will try to work on all of
these.
Visit to Lead %
Lead to SQL %
SQL to Customer %
Слайд 37Get Visitors
Get Leads
Get SQLs
Customers
Instead of executing against measurable targets.
Visit to Lead
%
Lead to SQL %
SQLto Customer %
Слайд 77In NLP ‘chunking up’ refers to moving to a more general
or abstract piece of information, ‘chunking down’ means moving to a more specific (niche) or detailed information. They help you think laterally fast.
Слайд 91For paid Twitter ads:
Visuals in Tweets have 5x engagement
Stats get 17%
more Retweets
Quotes get 19% more Retweets
Quotes get 19% more Retweets
Слайд 93Facebook has a lot of targeting options.
You need to invest a
lot of time & effort
Test different ad placements & formats
Test different audiences to target
Yes, that’s a whole lot of testing
Test different ad placements & formats
Test different audiences to target
Yes, that’s a whole lot of testing
Слайд 94Certain Facebook ads are better for content amplification.
Right-Hand Column
Low performance &
price. Good for retargeting.
Слайд 95Certain Facebook ads are better for content amplification.
News Feed
Highest CTR &
Engagement. Far better ad type for content amplification as it can generate additional organic results.
Слайд 97On LinkedIn keep your target audience really tight.
Clicks are costly so
narrow down your audience
Create 8 sets of ads and continually refresh them
Like Facebook, keep testing ads & targeting
Create 8 sets of ads and continually refresh them
Like Facebook, keep testing ads & targeting
Слайд 101There are 200 conversations taking place per minute in LinkedIn groups.
Great opportunity to share your content.
Слайд 109Get in Contact.
Twitter: @searchbrat
LinkedIn: linkedin.com/in/kieranjflanagan
Google+: Search for “Kieran
Flanagan:
