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SLCHUG Event: October 27 2016
The document outlines the agenda and highlights from a Salt Lake City HubSpot User Group (SLC HUG) event, focusing on social selling, video marketing, and LinkedIn advertising strategies. Key speakers discussed the importance of these tools for enhancing inbound marketing skills and connecting with potential leads. The next SLC HUG event is scheduled for January 26, 2017, with more educational opportunities planned throughout the year.
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SLCHUG Event: October 27 2016
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- 2. #SLCHUG Agenda • Welcome •Introductions & House Keeping w/ Doc • Social Selling w/ Tim •Videos That Convert w/ Margot • LinkedIn w/ AJ • Q&A & Wrap-up
- 3. #SLCHUG Decks Will BeAvailable Recap Post Coming
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- 5. #SLCHUG Cool Stuff • Welcometo the launch of SLC HUG • Our goal and charter • Volunteers encouraged
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- 8. #SLCHUG Roll Call • FirstEvent? • HubSpot Users? • HubSpot Partner Agencies? • Awesome Guests?
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- 10. #SLCHUG Our Goals ForSLCHUG • Education – Inbound in general – Some HubSpot specific • Who is this for? – HubSpot Customers, Partners & Prospects – Anyone who wants to sharpen Inbound skills
- 11. #SLCHUG Our Goals ForSLCHUG • Frequency – Minimum 4 times a year – Fill-in workshops coming in 2017 • These events are for you – We are not here to sell anyone – This is a learning environment – Let’s be “inbound” and be helpful to each other
- 12. #SLCHUG Like Our NewDigs?
- 13. #SLCHUG INFORMAL POLL RESULTS SomeplaceMore Central Better/Free Parking More Topics Per Meeting Deeper Dive Into Toolsets
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- 15. #SLCHUG Who is goingthis year?
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- 19. #SLCHUG Save The Date OurNext SLCHUG Event Thursday, January 26, 2017 Topic TBD
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- 33. SOCIAL SELLING TIM DEARLOVE:PRINCIPAL CHANNEL CONSULTANT @ HUBSPOT
- 34. IMPACT OF SOCIAL ONBUSINESS Source: http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
- 35. Source: HubSpot’s Stateof Inbound 2016
- 36. Source: HubSpot’s Stateof Inbound 2016
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- 38. WHERE ARE WE? ▸Importance of video (in general) ▸ Importance of Social as a tool to promote your content ▸ Same challenges persist
- 39. HIGH LEVEL THOUGHTS ▸More than ever - invest in a variety of channels
- 41. HIGH LEVEL THOUGHTS ▸More than ever - invest in a variety of channels ▸ Think about the business value of your investment
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- 44. HIGH LEVEL THOUGHTS ▸More than ever - invest in a variety of channels ▸ Think about the business value of your investment ▸ Continue to focus on personality + promotion
- 45. WHICH AD ISBETTER?
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- 48. “Social selling iswhen salespeople use social media to interact directly with their prospects. Salespeople will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.” Sam Kusinitz (HubSpot) DEFINITION
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- 57. SOCIAL SELLING: HIGHLEVEL GOALS ▸ As a sales rep you want to connect with more high quality leads via social ▸ Develop the process for a sales rep to follow to use social effectively ▸ Give Sales Reps the tools to connect with their leads through social channels Source: http://harrypotter.wikia.com/wiki/First_year
- 58. STEPS TO GET STARTED(SALES) http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
- 59. GET STARTED WITHSOCIAL SELLING ▸ Setup Alerts
- 63. GET STARTED WITHSOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles
- 67. GET STARTED WITHSOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles ▸ Find Your Audience
- 70. GET STARTED WITHSOCIAL SELLING ▸ Setup Alerts ▸ Optimize Profiles ▸ Find Your Audience ▸ Invest in your own thought leadership
- 72. PROVIDE EDUCATION. BE HELPFUL. Me(Right Now)
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- 74. EASE UP ONTHE SELL. SAY NO TO ABC. Me (Last time, I promise)
- 75. STEPS TO GETSTARTED FOR MARKETERS http://arresteddevelopment.wikia.com/wiki/Gobias_Industries
- 76. HOW TO ENABLEYOUR SALES TEAM ▸ Get Buy In ▸ Help make this as easy as possible ▸ Provide feedback, share data and results
- 77. BUY IN ▸ Findthe overachievers ▸ Share the right data ▸ Bring in managers
- 78. MAKE CONTENT ACCESSIBLEFOR REPS (MAKE IT EASY)
- 80. MONTHLY MEETINGS TOREVIEW RESULTS
- 81. QUESTIONS? YOU CAN FINDME @TDEARLOVE
- 82. DOWNLOAD THIS DECK: SLCHUGEVENT RECAP
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- 86. Salt Lake City HubSpotUser Group Video Marketing Basics: Keys To Success
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- 90. Title Text Body LevelOne Body Level Two Body Level Three Body Level Four Body Level Five Why we love video
- 91. Why video? • 93%of businesses who use video believe it has increased user understanding of their product. • 69% of users say they'd share a branded video if it had information that might be of interest to friends. • 64% of businesses who use video believe that it has led directly to increased sales.
- 92. Video content doubles timeon site Engagement - Marketing Sherpa
- 93. Video As AMeans To An End
- 94. DRIVE TRAFFIC CONVERT LEADS NURTURELEADS CLOSE SALES SUPPORT CUSTOMERS INCREASE ENGAGEMENT
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- 98. Use short videosor clips with links to drive people to your website.
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- 101. Element Three hasseen a 425% increase in traffic per post for video blog content (vs regular blog content)
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- 104. Adding video toa webinar registration page makes it more human and inviting
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- 121. Video is alead generation machine
- 122. Landing pages with videohave up to 800% more conversion than the same page without a video
- 132. Shoot business videoon an iPhone
- 133. Create a studioon the cheap
- 134. 77% of consumers saythey’ve been convinced to buy a product or service by watching a video Stats from Wyzowl
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- 140. #SLCHUG@wilcoxaj LinkedIn AdsThe Red-headedStepchild of B2B PPC #SLCHUG @WilcoxAJ
- 141. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj ABOUT AJWILCOX 10+ Years of PPC and SEO experience Began heavy B2B focus 4 years ago Live in Lehi with my wife and 4 kids Triathlete, exotic car lover, soulless ginger
- 142. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B CHALLENGES B2BMarketers have to be more sophisticated Inherent Obstacles with B2B: Delayed Sales Cycles Offline Conversion Events It’s worth it, though! Fortune 1000 72%
- 143. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj #PipelineMarketing All leads != equal Make optimization decisions based on real results Return OnAd Spend is the real metric Visits Leads Marketing Qualified Leads Sales Accepted Leads Opportunities Customers
- 144. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj KEYWORD TARGETING Howdo you ensure your dollars are spent on someone with B.A.N.T.? Paid Search (AdWords) keyword-based targeting Intent-based CEOs type the same keywords as janitors Budget Authority Need Timing
- 145. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B TARGETING PERSONALFOCUS BUSINESS FOCUS LOW COST HIGH COST B2B AD OPTIONS Industry Publications Advertise in industry rags (ChiefExecutive magazine) AdTech Vendors Precise Decent Weak
- 146. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj LINKEDIN ADVERTISING- PROS Up-To-Date (Self Selected) Robust Targeting Business Mentality No Gatekeeper Larger Deal Sizes
- 147. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj LINKEDIN ADVERTISING- CONS The platform is far from perfect: Conversion Tracking (Finally!) Dayparting Hourly Reporting Device-level Bidding Retargeting Opaque Relevancy Score Ignored by LinkedIn (Changing!)
- 148. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj WHO’S AFIT? LTV >$15Kis a no-brainer Recruiting Education Subscription Software (SaaS) Company Verticals: Who’s an ideal fit for LinkedIn Advertising?
- 149. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj NOT AFIT! Small LTVs (<$10K) Broad Target B2C eCommerce Hard Sell
- 150. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj AD UNITS– TEXT ADS 80x80px image .03% CTR is good 25 char headline 75 char adline Desktop ONLY Not available through Hubspot
- 151. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj AD UNITS– SPONSORED UPDATES 1200x627px image .4% CTR is good 128 char intro 38 char title 155 char description 65%+ mobile users Available through Hubspot!
- 152. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj B2B TARGETING Professional JobTitle (Project Manager) Profile Completeness Dependent Job Function (Marketing) Seniority (Manager) Skills (Nunchuck, MySQL) Group (Project Management R Us) Company Category/Industry (Hi-tech, Consumer Goods) Company Size (51 - 2000) Company Name (Microsoft) Education School Name (Stanford) Degree/Field of Study Demographics Gender (M/F/Both) Age (55+) Geography (San Francisco Bay Area) Combinations & Exclusions
- 153. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj EFFICIENT LINKEDINREACH CMO Titles Groups Job Function Skills Titles Groups (+ Seniority) Job Function + Seniority Skills + Seniority
- 154. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj WHO USESLINKEDIN ADS? LinkedIn Twitter Facebook Google $0 $2,000 $153 $4,000 $6,000 $8,000 $10,000 $12,000 $14,000 $16,000 $18,000 $20,000 $243 $3,851 $18,100 Q4 2014 Ad Revenues (Millions)
- 155. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj CONTENT MARKETINGFUNNEL Trial/ Demo Blog Post/Infographic Ebook Webinar Retargeting Email Nurture Low Friction High Friction Guide / Whitepaper
- 156. #SLCHUG@wilcoxaj #SLCHUG@wilcoxaj GLORIOUS RETARGETING LinkedInretargeting = Building persona! Facebook Custom Audiences Twitter Tailored Audiences Paid Search retargeting = Building audience around keyword Recommended Retargeting Mix: AdWords ReMarketing Tag Manager Containing:
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- 160. #SLCHUG 160 Search Engine Optimization Blogging & SocialMedia Lead Generation Email & Automation Marketing Analytics Lead Management
- 161. #SLCHUG#SLCHUG Coming Soon Workshops, Webinars,Blog, & (Possible) Podcast Diving deeper into HubSpot tools and Inbound Methodology, and User Stories
- 162. #SLCHUG Save The Date OurNext SLCHUG Event Thursday, January 26, 2017 Topic TBD