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The World Has Changed.Has Your Marketing?2018 IACC-Australia Asia Pacific Annual ConferenceFebruary 12, 2018

Welcome

ABOUT UP - OUR SERVICESThe Global Cloud Based Agency

We work globally with clients.Benelux, UK, Sweden, Denmark, Switzerland, Holland, Germany, USA, Japan, China

Place & Destinations

Life Science, Medical Device & Health

Sustainability & Non-profit

High Tech & Information Technology

Content and Inbound Marketing

Consumer

BUSINESS AREAS

YOUR PRESENTER

Robert England, PhDLead, UP FOR LIFEBrand & Inbound StrategistRobert@upthereeverywhere.com

u p t h e r e e v e r y w h e r e . c o m

Kungliga Djurgården

40 museums, attractions and restaurants

From a seller’s world, to a buyer’s world

The World Has Changed

1961

Film

2018

Do more with less

Exciting!Qualified leads & contacts

DAVID VS GOLIATH

The small can compete with the large

The way we buy things has shifted

Yesterday. The analogue world

Advertisements BrochuresApplication notesCustomer visitsPricing

DIGITAL 1.0

BUYER SELLER

DIGITAL 2.0

BlogsIndependent reviewsSocial media postsVideosRatingsPricing

DIGITAL 3.0

BUYER SELLER

DIGITAL 3.0

BUYER SELLER

Inbound & Content Marketing

Outbound Marketingvs

Inbound Marketing

Outbound Marketing

Television advertisingRadio advertisingExhibitionsPosters & billboardsE-mail blastsDirect mailTele salesPrint material

86% skip TV ads

91% unsubscribe from email

44% of DM not opened

200M on the do not call list

The old marketing playbook is broken

Cold-calling and mass email? Or Google search and social media?

Question:How will you find

your clients?

You won’t. They will find you.

Has your marketing?

The World Has Changed.

Content & Inbound Marketing

Leveraging the power of digital & social media as a platform

Blogs News Content

Inbound Marketing – The customers you want, will find you

ValuableContent

ValuableContent

ValuableContent

ValuableContent

ValuableContent

ValuableContent

The key: Developing great contentImprove SEO and site trafficMeasurableTargetedEffective

Automated publishing, coordination, and performancetracking

The BUYER The SELLER

Subtle, Quality, Quantity

Nurturing web leads – converting strangers to customers

How do you do

inbound marketing?

THE INBOUND JOURNEY

BUYER PERSONAS

Success in inbound marketing depends on being

relevant.

Relevant to your customer, their challenge and their journey.

The buyer persona help keep things relevant.

What is abuyer persona?

Your ideal or desired customerSemi-fictional representations based on real data and educated guesses about where they are, how they act, and what motivates them.

Why do we need personas?Why don’t we just use descriptions

of our target markets?

Well, it’s hard to speak to statistics.

We all want to be spoken to. Not at. Your audience needs to feel that you know them.

Imagine that you approach these people, face-to-face. What would you actually say to them?

How would you talk to them?

Personas help us create content for real people.And that’s exactly what your customers are.

How to create buyer personas

Tips for developing Buyer Personas

Details matter.Take a thorough look at everything you know about your ideal/desired customers.You don’t have to have an answer for every question. Start with what you have and go from there.Personas don’t ever have to be “done”. Tweak and iterate as you progress.

Step 1: ResearchIdentify questions.

Start gathering information.

BUYER PERSONA

PERSONA DETAIL QUESTIONS TO ASK

Role What is their job role/role in life? Their title? How is their job/role measured?What does a typical day look like?What skills do they require? What knowledge and tools do they use? Who do they report to? Who reports to them?

Company/Organization Which industries do their companies work in?What is the size of their company/organization (revenue, employees)?

Goals What are they responsible for?What does it mean to be successful in their role?

Challenges What are their biggest challenges?

Watering Holes How do they learn about new information for their job? What publications or blogs do they read?What associations and social networks do they belong to?

Personal Background Age, Family (married, children), education

Buying Preferences How do they prefer to interact with vendors (email, phone, in person)?How do they search for information? What sources do they trust?

One size doesn’t fit allTailor your questions to your organisation and industry. Use the questions in our checklist as a guide to get started.

Step 2: Write Collect your answers. Tell your persona’s

story.

Persona stories include:

Unique (odd) behaviour patterns

Pain points (professional, personal)

Motivators, wishes, dreams

Where they live and work

Their history, present and future

PUT SOME FLESH ON THE BONES

CEO Carsten

Mgmt Team/ CEO & Co-OwnerSmall sized company ( 50 employees)Electrical Installations Businesss50 years oldUniversity education

As CEO, Carsten is measured on revenue and growth targets. He is constantly challenged with maintaining a healthy work/life balance, and he feels threatened by Eastern European companies entering the market. He needs to keep up with new technologies in order to stay competitive.

Carsten gets business insights and news from his friends, golf buddies and colleagues, he reads online newspapers like JP Finans & Børsen. On LinkedIn he’s a member of groups like Lederne, Dansk Projektledelse and Executive Suite.

Some of the topics Carsten would like to hear more about include: The speed of Cloud solutions, Working across multiple devices, and Project Management.

Coordinator Clara

Marketing Coordinator/AssistantMid sized company (150 employees)Retail Industry33 years oldSome University education, no degree

As a Marketing Coordinator, Clara is responsible for generating new leads for the business. Her most usefull skills are content production and what marketing channels to use. She also knows the business and how to handle customers, since she used to work in the sales department.Her goal is to produce great content and marketing material that clearly communicate the benefits or their products. Clara is on LinkedIn now and then to publish marketing material and content, but she rarely reads any articles. She is a heavy Facebook user, but use it primarily to communicate with friends. Some of the topics Clara would like to hear more about include: Attracting new customers, The speed of cloud, and How to achieve more Efficient (internal) communications.

What do your Personas look like?

Who are the personas you want to engage?

THE INBOUND JOURNEY

The active research process someone goes through leading up to a purchase.

BUYERS JOURNEY

“I have a sore throat and I have a fever. What’s wrong with me?”

“I might have strep throat. How can I get help? My house doctor or ER?”

“I can go to my doctor, ER or a clinic. The clinic is close by and open on Sundays.”

Awareness The person experiences or expresses symptoms of a potential problem or opportunity.Will do educational research to name their problem.

ConsiderationThe person has clearly defined and given a name to their problem or opportunity. Is committed to doing the research to identify ways to solve it.

DecisionIn the decision stage, a person has decided on their solution, strategy, method, or approach. Is doing research to narrow down the list and make a purchase.

Depending on the stage in the Buyer’s Journey, different messages and content

become relevant for that Persona.

What does the Buyer’s Journey look like for

your customers?

Look at the Buyer’s Journey for some things you can solve

Awareness Stage - what’s the problem they need to solve?

“I have a sore throat and I have a fever. What’s wrong?”

1.

2.

3.

Consideration Phase - what options do they have?

Decision Stage - why should they choose your solution?

“I think I have strep throat. Should I go to my doctor or ER?”

1.

2.

3.

“I can go to my doctor, ER or a nearby clinic. Which is best?”

1.

2.

3.

Inbound is like a relationship

TOO MUCH TOO SOON

First date: ‘You’ll make a great father!’

BUILD RELATIONSHIPS: FOCUS ON THEM

To be interesting to them:be interested in them

Babycenter.comREAL WORLD EXAMPLES

Babycenter.comREAL WORLD EXAMPLES

Babycenter.comREAL WORLD EXAMPLES

Tailored and business oriented

REAL WORLD EXAMPLES

QUESTIONS? EMAIL ME!

Robert England, PhDLead, UP FOR LIFEBrand & Inbound StrategistRobert@upthereeverywhere.com

Thank You!