hug tel aviv - the perfect content marketing bribe
Post on 19-Jul-2015
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#HUGTelAviv
I d a n E l d a r | M a y 2 0 1 5
The Perfect Bribe
# H U G Te l A v i v
#HUGTelAviv
Everybody loves a good bribe
#HUGTelAviv
Today we’ll talk about
creating the perfect bribe
to hook your customers
#HUGTelAviv
But first
#HUGTelAviv
Let’s talk about brussels sprouts
Image by: emptypulchritude
#HUGTelAviv
They’re full of vitamins and
good for your growth
Image by: Anne Burgess
#HUGTelAviv
But the thing is, most kids
won’t “just” eat them
#HUGTelAviv
So how do we get kids to eat
brussels sprouts?
#HUGTelAviv
We bribe them with some extra
ingredients they LOVE
#HUGTelAviv
Your blog is a
brussels
sprout.Image by: emptypulchritude
#HUGTelAviv
People may taste it once
Image by: emptypulchritude
#HUGTelAviv
And it could be amazingly good
Image by: emptypulchritude
#HUGTelAviv
But it needs something extra for them to
subscribe and give you their emails
#HUGTelAviv
Is my bribe email
worthy?
Always ask yourself:
#HUGTelAviv
E-book
Template/Tool
Webinar
Email Worthy
#HUGTelAviv
Infographic
Spam
Blog post
Not So Email Worthy
#HUGTelAviv
Just look at what the
HubSpot pros are doing
#HUGTelAviv
#HUGTelAviv
#HUGTelAviv
#HUGTelAviv
Creating an email-worthy
bribe is your key to success
#HUGTelAviv
Case Study
#HUGTelAviv
#HUGTelAviv
In one month, this bribe
QUADRUPLED inbound leads
X4
#HUGTelAviv
How did we do it?
#HUGTelAviv
We followed the
best practices for creating the
perfect bribe
#HUGTelAviv
And opened the G.A.T.E for new leads
#HUGTelAviv
Goal
Audience
Topic
E-book scope
#HUGTelAviv
Goal
#HUGTelAviv
The question you need to ask
yourself:
#HUGTelAviv
What do I want to
achieve with this bribe?
#HUGTelAviv
More traffic for your
content?
#HUGTelAviv
Add lots of hyperlinks back to
your blog
#HUGTelAviv
More sales for your
product?
#HUGTelAviv
Add a tempting CTA with a
killer promotion
#HUGTelAviv
More followers on your
social channels?
#HUGTelAviv
Add large social icons
your readers won’t miss
#HUGTelAviv
The answer can dramatically
alter the content of your bribe
#HUGTelAviv
Audience
#HUGTelAviv
The question you need to ask
yourself:
#HUGTelAviv
Who do I want to receive
this bribe?
#HUGTelAviv
Use your customers’ persona
#HUGTelAviv
If you have information
about your customers,
such as…
#HUGTelAviv
Profession
#HUGTelAviv
Goals
#HUGTelAviv
Pain Points
#HUGTelAviv
And their position in the
buyer’s journey:
#HUGTelAviv
You’re almost ready to pick
your…
#HUGTelAviv
The question you need to ask
yourself:
#HUGTelAviv
What would my audience
find most valuable?
#HUGTelAviv
Meet Como’s customer persona,
Christy
#HUGTelAviv
She is 38 years old
A small business owner
Dreams of opening more branches
Has challenges with customer loyalty
Image by: S Sepp, Wikipedia
#HUGTelAviv
She is in the Awareness Stage
#HUGTelAviv
What would be the
perfect bribe for her?
#HUGTelAviv
There’s a secret formula
for that…
#HUGTelAviv
Persona’s Pain Point X Consumption Habits
+Your Product’s Value X Buyer’s Journey Stage
#HUGTelAviv
Customer Loyalty X Busy SMB with No Time
+DIY Mobile App X Awareness Stage
#HUGTelAviv
#HUGTelAviv
Christy’s bribe is
probably NOT the perfect
bribe for your persona
#HUGTelAviv
She would gain zilch out
of these:
Image by: Army1987, Wikipedia
#HUGTelAviv
#HUGTelAviv
#HUGTelAviv
#HUGTelAviv
But they are somebody’s
perfect bribe
#HUGTelAviv
The question you need to ask
yourself:
#HUGTelAviv
How can I realistically
get this done?
#HUGTelAviv
Resources
Timeline
#HUGTelAviv
What you’ll need for the
perfect bribe:
#HUGTelAviv
Content
Design/Video
Programming
Research
#HUGTelAviv
A whole lot of ping pong
#HUGTelAviv
Landing Page
#HUGTelAviv
Email Life Cycle
#HUGTelAviv
Marketing Plan
#HUGTelAviv
Prepare an actionable
“bribe schedule”
Image by: Sun Ladder, Wikipedia
#HUGTelAviv
To sum things up:
#HUGTelAviv
You need to open the G.A.T.E
#HUGTelAviv
And If you play your cards right
#HUGTelAviv
Your customers will eat their brussels
sprouts!
@IdanEldar
http://www.inbound-converter.com/
Image by: Yoel Ben-Avraham,Flicker
Connect with Idan Eldar on:
https://il.linkedin.com/in/idaneldar
#HUGTelAviv
Happy bribing!
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