Every year, Digital Marketing agencies from around the globe head to the HubSpot INBOUND conference to learn the latest and greatest developments within the Inbound Marketing methodology. As a HubSpot Platinum Partner, Bayshore Solutions has four team members in attendance at INBOUND 2019, soaking up all of these great insights. Since we are an extension of your team, we will be sending out you daily recaps of breakout sessions, along with any exciting changes on the horizon. Here are our stand out moments and takeaways from day one!
Day one started with an amazing talk from Alexis Ohanian, Co-Founder of a little site you may know as Reddit. Alexis used his platform to reinforce the importance of balancing your work and home life. He spoke specifically about Reddit's changes in family leave policies, and how these same policies he was a part of implementing gained new meaning when he and his wife experienced complications with their first born. He has big plans to take these family leave policies to the National level, as he intends to lobby for legislation on Capitol Hill later this year.
Standout Learning Sessions
How to Grow (Your Organic Traffic) Better
Victor Pan and Braden Becker, each from HubSpot gave eye-opening talks on where organic search is heading, and provided some actionable tips on how to keep your content performing. Standout tips included:
- Remarkable content starts with empathy. The content we create needs to be approached from a standpoint of how we can solve our users problems, while also considering when and where they will search for and find the answer to their problem
- View each piece of content as a flywheel, meaning as it churns on the web, it should continuously evolve and update based on your user's needs. This makes content curation a must.
At one point, Braden compared SEO and your Organic strategy to playing a sport. Similar to training for an upcoming athletic challenge, your personal improvement does not come right away, but if you keep at it, results come in time. The same is true for your company's organic search strategy. In both, you have to trust the process.
How To Write Newsletters People Actually Want to Read
Margo Aaron from That Seems Important discussed How to Write Newsletters People Actually want to read. Gone are the days of writing an email to satisfy your boss, sales team or any of your coworkers. In fact, if you show a coworker an email, a response of "I don't get it" should be a positive indicator. You're writing emails for your specific audience, not those you work with or report to. Simply put, you want to follow The Plain English Principle - write in words your audience (not your coworkers) will understand. More simply put, write your emails like you're explaining the topic to someone at a bar. Keep in mind, all of your subscribers will read an email in the mindset of, "why should I care?" Craft your email marketing content with that question in mind.
Buyers Buy Outcomes: Why Your Sales Messaging & Process Attract Undesired, Price-Obsessed Customers
This informative and engaging session presented by Liz J. Simpson from Stimulyst highlighted that the biggest friction point in attaining high-value customers is that most organizations lack a well-thought out sales messaging strategy. Emotions are a top driver of purchasing decisions and the most successful companies have learned to be authentically flawed and human in the way they convey their sales messaging. High-value buyers value intimacy (you understand me and my challenges), tailored and timely solutions (personalized and when I want it), frictionless buying (make it almost effortless for me), financial impact of purchasing (what will be my ROI) and specialized expertise (I want experts to solve my problems). Building these tenets into our sales messaging (from the company AND individual sales people) will result in attaining higher-value clients.
Advanced LinkedIn Ads for the B2B Marketer
AJ Wilcox from B2Linked.com, an agency specializing in LinkedIn advertising campaigns, shared insider tips on how to run cost efficient and effective B2B LinkedIn Ads campaigns. He described running LinkedIn Ads as “Being a ginger in the scorching sun on the beach” – where it’s important to protect yourself at all costs. He covered the pros and cons of all LinkedIn ad formats and targeting methods; and shared best practices for campaign structure, bidding, and testing. While at Bayshore we consider ourselves LinkedIn Ads aficionados, here’s some of the key highlights and we learned:
- Sponsored InMail is the riskiest ad format from a cost perspective ($23-56 CPC!), but when paired with exclusive and personalized messaging it can have some of the lowest cost per SQLs
- Right now you can only retarget based on website traffic and visitors, which is a weak performer on LinkedIn. Very soon, LinkedIn will be releasing retargeting based on user ad engagement
- Avoid LinkedIn’s “Audience Expansion” like the plague, unless you’re running a branding campaign
- Content offers or gated content performs best, when paired with the Lead Generation Form Ads (this is our go-to tactic at Bayshore using HubSpot’s seamless integration)
- Lastly… testing content offer titles is the most impactful campaign optimization testing you can do
Today’s session proved our belief once again, that LinkedIn Ads is the most effective to scale your B2B reach and lead generation. We’re looking forward to bringing back these learnings and applying them to our clients’ LinkedIn Ads campaigns.
That does it for day one. We hope you find these takeaways insightful, and we can't wait to get back home to start implementing these strategies!