Making Inbound Marketing Work For Your “Boring” Business Why Helpful is the New Sexy Dan Moyle Director of Marketing: AmeriFirst Home Mortgage

Why me?

1 Why do we think we’re boring? 2 Shift focus: Journalism 3 4 Where does the content begin? Is it working?

WHY DO WE THINK WE’RE BORING?

Why do we think we’re boring?

Why do we think we’re boring?

Why do we think we’re boring? Exciting vs helpful Useful vs Sexy You know who cares? Warm leads!

Why do we think we’re boring? Who cares? Warm leads! A warm lead is a much more cost effective way to market: Inbound costs 61% less per lead than disruptive marketing Source: HubSpot

Beyond the boring Have a personality: Zombie home buyers

SSccrreeww ““sseexyxy.”.” BBee hheellppfuful.l. Beyond the boring SSccrreeww ““sseexyxy.”.” BBee hheellppfuful.l. Helpful is the New Sexy

Beyond the boring Helpful is the New Sexy

2 SHIFT FOCUS TO “JOURNALISM”

SHIFT FOCUS: JOURNALISM

Shift focus: Journalism Engaging stories Solve those problems Headlines! Build trust, develop evangelists

Shift focus: Journalism – Engaging Stories Source: hubspot.com

Shift focus: Journalism – Engaging Stories Tell the story of your buyer persona through brand journalism. Solve their problems.

Shift focus: Journalism – Engaging Stories Tell the story of your buyer persona through brand journalism. Solve their problems.

Shift focus: Journalism – Engaging Stories Tell the story of your buyer persona through brand journalism. Solve their problems.

Shift focus: Journalism – Solve Those Problems When I have a problem, I should find you.

Shift focus: Journalism – Gain Trust, Evangelists Using facts and stories rather than flash and flair builds trust. Trust builds relationships. Great evangelists come from great relationships.

WHAT IS A KEYWORD? JOURNALISM: 101 Jimmy Olsen Who | What | Why | When | Where How (Do I solve my problem with your service/product/company?)

3 WHERE DOES THE CONTENT BEGIN?

WHERE DOES THE CONTENT BEGIN? 1 Content begins with the customer Ask your sales team Answer all questions

Where does the content begin? Customer Questions: How do I …. How much does … Why is … Where do I find … Why can’t I … This vs That / This or That Who do we ask for the answers?

WHERE DOES THE CONTENT BEGIN? 1 Content begins with the customer Ask your sales team Answer all questions 2 Check the headlines Current events in the world What’s going on in your client’s lives?

Where does the content begin? Current events: Tie them to your industry/product or service What’s going on in your client’s life? (Relevancy) What’s going on in your industry?

Newsjacking helps by maintaining relevancy. Newsjacking helps keep your boring industry interesting. Newsjacking is fun to do as a content creator.

Where does the content begin? Evergreen content Every question a customer has asked, another one will ask. It’s not boring if it’s helpful. http://upload.wikimedia.org/wikipedia/commons/f/ff/Hawk_Flying_by_Pine_Tree.jpg

Where does the content begin? 3 Places to “Find” Content Customers & Sales Team Current Events – Google News Cross Relevancy – zombies, Firefly, cool cars http://upload.wikimedia.org/wikipedia/ ommons/f/ff/Hawk Flying_by Pine_Tree.jpg

4 IS IT WORKING?

Is it working? Find out what’s working Find out what’s not working Test, test, test

Is it working?

Is it working?

Is it working?

Final Thoughts Screw sexy. Be helpful. Tell a story. Test, test, test.

QUESTIONS?

THIS IS HOW WE CHANGE THE GAME @danmoyle @amerifirst #INBOUND2013 #inbound2013