Our thinking about HubSpot, AI, & removing silo'ed data

1. Use Buyer Personas Inbound Marketing is about 'marketing with a magnet, not a shotgun' and in order to attract customers into your marketing machine using helpful content, you'll need to understand them and their pain points more deeply... That's why, as Inbound marketers, we prefer to talk about 'buyer personas' rather than 'target market' or 'market segments. 'Buyer personas' describe groups of people in a 'human' way that's more useful for marketing and sales people. "A buyer persona is a

1. Work out your SMART goal Every good campaign needs to start with a goal in mind, and every good goal starts with SMART rules. A SMART goal is: Specific: Do you know exactly what you're trying to achieve? Measurable: Is there a specific metric you have which allows you to measure the success of your goals? Attainable: Make sure your goal is realistic and in proportion to your current performance, budget, workload and timeline. Relevant: Does your goal make sense to you and your business?

Inbound marketing is not the same as content marketing While they're quite similar, think of content marketing as a stepping stone of inbound marketing. Both rely on creating high-quality content and distributing it online, but inbound marketing is an entire methodology that uses content in everything: from your marketing strategy, through to how you close deals, and provide service to customers. An Out of Line content

What is Outbound Marketing? Outbound marketing is interrupting. "It's interrupting people with an email while they're at work; with a cold call; with an ad while they're watching their favourite TV show - it's irritating. And what's happened in society is that someone built up some, 'traffic', whether it's a podcast or a TV show - and you rent a little piece of their traffic. It's just working less and less. People's tolerance for it has gone down and their ability to block it has gone way up." - Brian Halligan CEO of HubSpot, Inc. Bear in mind - there's nothing

Is your brand helpful? Hopefully we’re all passionate about the brands we represent - meaning we’re at least a little biased or too eager to say: “Yes, our brand, our content is helpful”... Well, the truth is, helpful isn’t enough anyway. Content needs to be gripping. And it can be challenging putting ourselves in the shoes of an outsider who’s less interested in what you do all day than you are - so you might want to get an objective

Inbound is complicated and expensive An inbound campaign is definitely not the least expensive option out there, there are lots of moving parts. It takes a healthy dose of skilled digital practitioners required to get it right. In response to the inbound campaign proposal, our client asked how much an SEO retainer would cost. Their logic - if we are at the top of Google when our potential clients search for 'fleet management' - their given industry - the enquiries would come in. Below I cover my logic - and reply to our

1. Start with a great idea All great content starts with a great idea. Having a great idea for your explainer video will show your expertise in the industry, and will provide relevant content to your followers and leads. 2. Less why, more how Your clients already believe in the value of your video, so avoid wasting their time by explaining why they should be watching your video. Instead, jump straight into the how. Your viewers are watching your videos to understand how to do something, not why they should learn it from you.

Your design assets Before firing your digital marketing agency make sure to obtain all copies of logos or any other files related to design or branding in vector format. Make sure that you get the open design files with no restrictions so that the new design team can access all your relative design assets without having to spend their time (and your money) reinventing the wheel. Alongside this, find out what plans, in-progress items and ideas were never acted on so that you can brief your new agency.

So how can you stay ahead of the game? Here are some tips and tricks that could keep you ahead of the curve. You need to be as flexible as possible in your skill set Firstly, don’t be a “Jack of all trades and a master of none”. Choose skills you excel in and know how to build bridges to connect pathways to other related skill sets and combine them. For example, if you’re good at video editing - great! You can also work on storyboarding, and motion graphics. The opportunities for creative skill set combinations are endless! One word: UPSKILL Teach yourself to code,