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Inbound 2016 Recap

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This document summarizes key learnings from the INBOUND 2016 conference. The main takeaways were around conversion optimization testing to improve blog performance, the need for companies to incorporate more video and distribute content across multiple platforms like messaging apps, and using strategic speaking engagements and mapping the sales process with content to help prospects address pain points and feel safe to purchase. The document outlines action items around testing optimization strategies, exploring new content types and channels, and collaborating more closely on sales process mapping and content.

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What I Learned at INBOUND 2016 Justin P Lambert 11/15/16 Or… How to finally hear the words, “content”, “strategy”, and “HubSpot” so much even we’re sick of them.
Overview 1. Conversion Optimization 2. HubSpot Announcements 3. Public Speaking 4. Inbound Sales
Conversion Optimization
Takeaways: Impact Branding and Design Diamond HS Partner. Fantastic home page flow. Daily blog that actually gets results. Who we want to be. Talk based on 18-month test They A/B tested the hell out of their blog and the results were in the talk (131% more conversions, doubled traffic) and the subsequent service they now offer.
Takeaways: Blog optimization / Ramp-up campaign Worked or them and now they offer it as a loss-leader to bring on new clients: guaranteed results w/out even writing a single piece of content. We could do the same: Continual iterative improvement New service offering Improve/extend client onboarding
HubSpot Announcements
Takeaways: Video is a requirement Used to be a “nice to have” now it’s required to get and keep attention. Paid Social/Discovery/Distribution On mobile, it’s the only thing you first see in search results. Messaging Apps More members, more time spent on Slack, Messenger, What’sApp than social.
Takeaways: Search is changing Google SEO rank is still important, but not nearly as much of a guarantee as it was a few years ago: How we search (mobile, voice); Where we search (Google for generic, Facebook for people, Amazon for products, etc.); When we search (demanding instant gratification all day every day) Create content for mass consumption Text, audio, video, snippets fit for various platforms/formats
Takeaways: We should consider: Creating a SPROUT podcast - everyone records themselves reading their blog posts; interviews and Q&A sessions; longer “specials” based around our lead gen downloads. Expanding the SPROUT YouTube channel - all the same as above. Learn about, experiment with paid - discovery, ads, and other creative content distribution options for us, then offer to clients. Brainstorm on how to integrate messaging apps into our/clients’ marketing plans. ????
Public Speaking
Takeaways: Digital content is impossible very tough to differentiate Everyone’s doing it, everyone’s getting better at it… Speaking/Live events are the last frontier Consistently listed among “most effective” and “least utilized” content marketing tactics, so relatively low competition and high impact.
Takeaways: “Selling from the stage” is a big no-no... Any time your audience feels like they’re getting a sales presentation, they tune out, hurts your reputation. but that doesn’t mean you can’t do it. Requires strategic planning and presentation of the material. Recommended reading
Inbound Sales
Takeaways: The “Buy Button” Everyone has one. It resides deep in the brain, right next to the “fight or flight” toggle switch. Prospects need to feel safe That’s the basis of the KNOW-LIKE-TRUST mantra. Your content is the only thing you can control in trying to offer safety.
Takeaways: Prospects also need to feel acute pain You can’t/shouldn’t cause it, but you need to anticipate it, understand it, and offer all the info they need to relieve it. And it helps to make them aware of it, name it. Content is the only cure available until they feel safe. Map the sales process This is the only way to successfully hit their “buy button”. Must map the sales process (every one if there’s more than one) and map effective content to every step, no matter how many, how confusing.
Action Items
TESTING Follow Impact’s plan to optimize/test our own blog. OPTIMIZING Make improvements to our own content based on testing. EXPLORE Get out of our comfort zone: video, podcasting, paid options... SALES All of us work more closely with Chris on mapping and filling the sales process w/content. EXPAND Take all we learn and translate for clients: expand services. Add more value.
Other Cool Stuff 1. Video - brief, mobile phone quality, packing value 2. Paid Distribution - most effective, least utilized (survey from today) Influencer - We’re ahead of the curve and that’s awesome.

More Related Content

Inbound 2016 Recap

  • 1. What I Learned at INBOUND 2016 Justin P Lambert 11/15/16 Or… How to finally hear the words, “content”, “strategy”, and “HubSpot” so much even we’re sick of them.
  • 2. Overview 1. Conversion Optimization 2. HubSpot Announcements 3. Public Speaking 4. Inbound Sales
  • 4. Takeaways: Impact Branding and Design Diamond HS Partner. Fantastic home page flow. Daily blog that actually gets results. Who we want to be. Talk based on 18-month test They A/B tested the hell out of their blog and the results were in the talk (131% more conversions, doubled traffic) and the subsequent service they now offer.
  • 5. Takeaways: Blog optimization / Ramp-up campaign Worked or them and now they offer it as a loss-leader to bring on new clients: guaranteed results w/out even writing a single piece of content. We could do the same: Continual iterative improvement New service offering Improve/extend client onboarding
  • 7. Takeaways: Video is a requirement Used to be a “nice to have” now it’s required to get and keep attention. Paid Social/Discovery/Distribution On mobile, it’s the only thing you first see in search results. Messaging Apps More members, more time spent on Slack, Messenger, What’sApp than social.
  • 8. Takeaways: Search is changing Google SEO rank is still important, but not nearly as much of a guarantee as it was a few years ago: How we search (mobile, voice); Where we search (Google for generic, Facebook for people, Amazon for products, etc.); When we search (demanding instant gratification all day every day) Create content for mass consumption Text, audio, video, snippets fit for various platforms/formats
  • 9. Takeaways: We should consider: Creating a SPROUT podcast - everyone records themselves reading their blog posts; interviews and Q&A sessions; longer “specials” based around our lead gen downloads. Expanding the SPROUT YouTube channel - all the same as above. Learn about, experiment with paid - discovery, ads, and other creative content distribution options for us, then offer to clients. Brainstorm on how to integrate messaging apps into our/clients’ marketing plans. ????
  • 11. Takeaways: Digital content is impossible very tough to differentiate Everyone’s doing it, everyone’s getting better at it… Speaking/Live events are the last frontier Consistently listed among “most effective” and “least utilized” content marketing tactics, so relatively low competition and high impact.
  • 12. Takeaways: “Selling from the stage” is a big no-no... Any time your audience feels like they’re getting a sales presentation, they tune out, hurts your reputation. but that doesn’t mean you can’t do it. Requires strategic planning and presentation of the material. Recommended reading
  • 14. Takeaways: The “Buy Button” Everyone has one. It resides deep in the brain, right next to the “fight or flight” toggle switch. Prospects need to feel safe That’s the basis of the KNOW-LIKE-TRUST mantra. Your content is the only thing you can control in trying to offer safety.
  • 15. Takeaways: Prospects also need to feel acute pain You can’t/shouldn’t cause it, but you need to anticipate it, understand it, and offer all the info they need to relieve it. And it helps to make them aware of it, name it. Content is the only cure available until they feel safe. Map the sales process This is the only way to successfully hit their “buy button”. Must map the sales process (every one if there’s more than one) and map effective content to every step, no matter how many, how confusing.
  • 17. TESTING Follow Impact’s plan to optimize/test our own blog. OPTIMIZING Make improvements to our own content based on testing. EXPLORE Get out of our comfort zone: video, podcasting, paid options... SALES All of us work more closely with Chris on mapping and filling the sales process w/content. EXPAND Take all we learn and translate for clients: expand services. Add more value.
  • 18. Other Cool Stuff 1. Video - brief, mobile phone quality, packing value 2. Paid Distribution - most effective, least utilized (survey from today) Influencer - We’re ahead of the curve and that’s awesome.

Editor's Notes

  1. They offered lots great suggestions about load speed, image compression, CTA placement, A/B testing, multi-platform and multi-browser compatibility, etc. and how all of these feed into conversion rate optimization. On the content side, making sure CTA offers are relevant to the content housing them, adding pop-up surveys to ask "why didn't you subscribe?" or "What can we offer to encourage you to subscribe?" etc. After they did all of this for their own blog, they doubled their traffic and boosted conversion by 131%! So, they started offering it to clients: https://offers.impactbnd.com/blog-redesign-on-hubspot-cos-website-platform It's a loss-leader for them at the $799 price point, but it almost always produces tangible, fast results, so it almost always leads to deeper customer engagement and often inbound retainers.
  2. Trends to get more into, more knowledgeable in, and sell to our clients: Video (esp. Facebook Live) Paid ads/promoted content distribution/paid discovery Messaging apps like Slack, Messenger, WhatsApp If we're always adding value, they'll actually enjoy paying us more. Where we search is always changing: Google for general searches Amazon for products Facebook for people Where we are when we search is changing too: How do we (or our clients) show up when we're searched via mobile while they're driving? " when we're searched via LinkedIn while they're on the john? We should be converting text content to audio and video to accommodate all consumption preferences. This will also boost our content archive - we'd be on Soundcloud, iTunes, etc. and YouTube, Vimeo, etc. Can we utilize video more regularly for announcements, kudos, quick, fun social comments?
  3. Trends to get more into, more knowledgeable in, and sell to our clients: Video (esp. Facebook Live) Paid ads/promoted content distribution/paid discovery Messaging apps like Slack, Messenger, WhatsApp If we're always adding value, they'll actually enjoy paying us more. Where we search is always changing: Google for general searches Amazon for products Facebook for people Where we are when we search is changing too: How do we (or our clients) show up when we're searched via mobile while they're driving? " when we're searched via LinkedIn while they're on the john? We should be converting text content to audio and video to accommodate all consumption preferences. This will also boost our content archive - we'd be on Soundcloud, iTunes, etc. and YouTube, Vimeo, etc. Can we utilize video more regularly for announcements, kudos, quick, fun social comments?
  4. Trends to get more into, more knowledgeable in, and sell to our clients: Video (esp. Facebook Live) Paid ads/promoted content distribution/paid discovery Messaging apps like Slack, Messenger, WhatsApp If we're always adding value, they'll actually enjoy paying us more. Where we search is always changing: Google for general searches Amazon for products Facebook for people Where we are when we search is changing too: How do we (or our clients) show up when we're searched via mobile while they're driving? " when we're searched via LinkedIn while they're on the john? We should be converting text content to audio and video to accommodate all consumption preferences. This will also boost our content archive - we'd be on Soundcloud, iTunes, etc. and YouTube, Vimeo, etc. Can we utilize video more regularly for announcements, kudos, quick, fun social comments?