Wednesday, November 20, 2013

13 Powerful Takeaways: From the #Inbound13 Marketing Conference

Marketers worldwide continue to be buzzing about Inbound 13, the world’s largest inbound marketing meeting. HubSpot’s annual gathering, saved in Boston, drew a great 5,300 marketing professionals from 34 countries worldwide. Among over 100 amazing speakers like Seth Godin as well as Arianna Huffington, an on-site concert and a lot of networking opportunities, it’s no real surprise the designated hashtag of #Inbound13 was trending on Twitter for the majority of of the conference.

Whether you were fortunate enough to score a spot in the show, or you’re curious about a few of the incredible inbound marketing lessons learned during the an event that survived four days, we've compiled a list of brilliant takeaways through the conference.

Inbound Marketing

Takeaways #1: Treat Your Prospects Like Individuals

The conference was kicked off having a truly inspiring video on inbound marketing developed by HubSpot’s team:

The moral? To be able to connect with your prospects, it’s critical to deal with them like people. It’s entirely too simple for marketers to get trapped in established patterns of outreach, which could vary from publishing 10 blog posts per week to Tweeting 20 times a day. Volume is not any substitute for quality, and if your site metrics don’t reflect positive growth, it’s probably coming back a new approach. Inbound marketing ought to be metrics-driven, to be able to ensure you've identified approaches which delight your company’s clients.

Takeaways #2: Be Remarkable

Seth Godin was one of the keynote speakers at Inbound 13, great message clearly aligned with HubSpot’s recommendation to market directly to humans. He clearly explained the key to creating content people wish to read, by stating “it’s more important to perform something worth tweeting about than to get the next tweet out. ” In case your company hasn't established outstanding customer service or learned how you can create great product, your inbound marketing efforts might be simply noise.

Takeaways #3: Protect Creativeness

Ariana Huffington, founder from the Huffington Post, led a session which was uniquely dedicated to health, well-being, and kindness. Exactly what do these factors need to do with inbound marketing? In Huffington’s opinion, a good deal. She stated that “sleep is really a leadership tool. A performance enhancement tool. ” Perhaps moreover, Huffington believes that the culture of burnout is incompatible with creativity. If you possess been staring at your computer, trying to complete the next blog for hours, it may be most useful to take a nap or other time away from your projects.

Takeaways #4: Inbound Marketing Is Not Really the Answer

There was clearly an audible gasp when HubSpot Co-Founder and CTO Dharmesh Shah opened up his keynote presentation having a slide that read “inbound marketing is not the solution. ” HubSpot software isn't closing their doors, and also to be clear, inbound marketing still works. Still it’s not the complete answer. Content marketing isn't only the matter of drawing people to your site. Once they’re delighted with creating content, then what? Content marketers for the future won’t just focus on blogs, but actually will also learn the art of lead nurturing through e-mail marketing, and collaborating with sales to produce a comprehensive customer experience that’s totally likable.

Takeaways #5: Become a Hero

Probably one of the most fascinating analogie for great inbound marketing originated from marketing author and speaker Christopher S. Penn, who recommended his audience to “awaken their inner superhero. ” Just so you know, in Penn’s opinion, blogging twice per week doesn't make you a superhero. Going out of the right path to be better and more helpful than anyone else within your industry? Now, that’s heroic. As Penn highlights, our resources for self-education are almost limitless, because of the digital age. Don’t stop learning and improving, as well as your inbound marketing will be of the super-heroic quality.

Content Advertising

Takeaways #6: You Can’t Create Content Without Having Product Sales

Serial entrepreneur Jeff Hoffman is really a well-known for his ability to see the real picture, and his session on content marketing dedicated to teaching inbound marketing professionals to create the sales process into content marketing. Exactly why is this a critical best practice? Well, think about the following:

  • Sales knows what customers would like.
  • Sales have relationships with existing customers.
  • Product sales would be the face of your organization.

At major brands, getting sales professionals to produce content can effectively amplify reach. Hoffman recommended educating sales within the value of being associated with content marketing, and creating incentives for participation. Should a person be struggling with resources to blog more often, the solution to your problem is probably located right over the office.

Takeaways #7: Tell Stories Within Pictures

Agency owner and presentation specialist Nancy Duarte mentioned an interesting truth: your audience wants to love your content articles. They don’t want to be unmoved, but instead be engaged and engrossed within your story. Duarte believes that it’s critical to comprehend what motivates your audience, and tell stories in visuals that influence within behavior. Whether you’re making a deck for Slide-share or filming a movie, thinking in visual terms of methods to communicate your message will help you reach a wider audience and also bring your message house.

Takeaways #8: Be Totally Clear

98% of Americans don’t trust information on the web. It’s an uncomfortable side-effect from the era of self-publishing, and this culture of distrust can screen challenges for companies done creating custom content. Moz founder Rand Fishkin gave a impressive talk approach succeed with content marketing at Inbound 13, and another of his primary recommendations was going to be really honest and transparent together with your audience. He advised marketers to take a less than comfortable truth that you don’t wish to share, and share it. This degree of honesty is bound to be noticeable online, and force individuals to stop, listen, and trust you.

Takeaways #9: Turn Into a Writing God

As the explosive growth of mobile technology and the benefits of visual content were a significant theme at Inbound 13, HubSpot Content Marketer Beth Dunn stressed the significance of good, old-fashioned material in her session. Her message challenged her audience not to just settle for being mediocre, competent bloggers, but with regard to push to develop a voice and style that have exactly the same sexual stamina as literary greats. Dunn stated “I have the professional, personal health care provider web page deities, my writing gods which i admire and aspire to be more like.” Pay attention to what your favorite authors have to say concerning the art of writing, and more importantly practice each day. Even though videos might be red hot, words are the primary currency for communication among companies and humans.

Takeaways #10: Boring Industrial Sectors Can Make Amazing Content

There were numerous presentations at Inbound 13 which dedicated to B2B content marketing, specifically how you can create interesting articles and social media posts even though you may not your company’s product or services aren’t particularly glamorous or even photogenic. Dan Moyle, Inbound Marketing evangelist in a major mortgage company, advised his audience that in a boring industry is not any excuse for avoiding content marketing or failing to determine a presence on visually-driven social media networks. Determine what interesting things your audience loves, and make use of them to create content. Just to illustrate: Moyle’s wildly-popular pinboard on Pinterest focused on Zombies, including the Zombie’s guide to applying for a home loan:

Social Networking

Takeaways #11: Get There Earlier

Ramon DeLeon, social networking leader at Domino’s pizza, told probably the most inspiring stories heard anywhere in the Inbound 13 conference. DeLeon began his career at Domino’s in 19, as a pizza delivery driver, and it has managed to climb his way to a top position within the company’s marketing department through a great deal of effort, perseverance, and “child-like” joy in the work, regardless of assignment. His social networking and inbound marketing tips consisted of the next:

  • Show Up Early with the Wish to Make a Difference
  • Work Is difficult, but Hard Work Makes You Effective
  • Work, Play and Create with the Interest of the Child

It’s no secret that social media could be monotonous, which is why DeLeon’s message is really incredibly important. Work hard to make your social networking presence very social and original, and never quit to enhance.

Takeaways #12: Streamline Your Checking

When you effectively monitor your “big three” social networking accounts in just 45 minutes a day, what is going to you do with all the extraneous time? Create more remarkable content, and refresh. HubSpot’s Content Strategist Anum Hussain is definitely an expert on balancing quality and efficiency, and she shared this particular incredible 7-step process for social networking monitoring in just 45 minutes:

  • 10 Minutes – Monitor Facebook Remarks
  • 1 Minute – Check Facebook Messages
  • 15 Minutes – Monitor Twitter Gossip
  • 2 Minutes – Check Google Alerts for Brand name Describes
  • 2 Minutes – Check Your LinkedIn Company Web page
  • 5 Minutes – Use Your LinkedIn Stream to Find Relevant Content material
  • 10 Minutes – Engage in LinkedIn Organizations

Takeaways #13: Tell Someone Else’s Tale

It’s really difficult to inform your company’s story. Emily Olson, the entrepreneur at the rear of Foodzie, believes that one of the most important thing a person can bring to your social networking streams are other people’s stories. People are more prone to connect on an emotional level with the story of the company’s managing accountant than a boring recap of the product’s features. Social media managers should always be within the look-out for interesting tales, like a customer’s take pleasure in using their new product or more insight about what makes your CEO tick, to produce remarkable content for publishing to Facebook, Twitter, along with other channels.

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