Getfused at INBOUND 2019
Takeaways our team can use for your success
Our Marketing team headed to Hubspot’s INBOUND conference in September to hear from experts and think of new ways to help you achieve your goals as we finish out 2019 and look ahead to 2020. Here are some of the great sessions our team attended and the important takeaways from each:
- Growth by Content: driving traffic and conversions with content marketing
- Effective LinkedIn Advertising: advanced strategies for your LinkedIn campaign
- Stress At Work: handling stress before (and after!) it happens
- Ethical Data Use: shaping a trust-based relationship with your customer
- What Trust Really Is: what does it mean to trust (or be trustworthy as) a brand?
- Creative Trespassing: confronting challenges to create unlimited possibilities
Growth by Content
With SEM growing ever more popular, a big question remaining is: does content marketing even work? Buying ads seems easier because content marketing can take a long time to show results, and may not even show many conversions at all – not to mention, it’s difficult to scale as your organization grows. But what if you don’t have the budget to keep buying ads and paying for search engine results?
Marketing expert Nadya Khoja provided us with a framework for massive organic growth. She boiled it down to 4 steps: Goals, Research, Authority, and Promotion.
Nadya challenged us to establish specific goals for specific types of content. Are you aiming for higher domain authority, higher conversions, or more traffic? Each of these performs best with a different content type. If you’re aiming for higher domain authority, you’ll want to use viral/editorial content. If you’re looking to increase conversions, you should create actionable/how-to content. And if you want to book your traffic, turn to inspirational content for help. As Nadya said, “It’s no longer enough to just brainstorm a list of “fun ideas” to write about. You need a strategic approach to content.”
Once you know what kind of content you need to write, you’ll also need to do some keyword research! Brainstorm keywords and calculate their search volume, then break down topics into long-tail queries to give you a framework of content to write about in depth.
Your third step is to establish authority on Google. Establishing content authority means you’re consistently producing quality content within a specific topic so that in the eyes of Google, you are the expert on that topic. Blend content topics and types to capture your audience at all stages.
After this, all you need is to promote your various content types for growth. Nadya confirmed that though there are many organic ranking factors, many SEOs still consider backlinks to be the most impactful factor. Promoting your links will take strategizing and effort, but she gave us a piece of advice that we now pass to you: spend more time promoting your content than creating it! Link building is a long-term strategy that also requires you to do some relationship-building.
Most importantly, remember that all good marketing is growth marketing. Even with content marketing, use a data-driven and iterative approach to grow your traffic and leads effectively.
Effective Advertising on LinkedIn
Our team has a great deal of experience advertising on various social channels and search engines. Sessions that delve into the advanced strategies and logistics of advertising on less-frequently-used channels such as LinkedIn prepare us to market your value to your audience better than ever on the channels that work best for you.
If you’ve been contemplating LinkedIn Ads – or you’re wondering now if you should be – then our Marketing Strategist Morgan is the one to ask. There are many ways to advertise on LinkedIn, from sponsored feed content to personal InMail messages and more. As one of the pricier advertising options, two hurdles you may face include click efficiency and conversion efficiency. How can you make sure the messages you are sending out to LinkedIn professionals will garner responses?
The most important thing to remember for this channel is that carefully selecting and targeting (or excluding) audience segments is key. Compared to other channels, targeting tactics are much more business oriented. Consider your intended audience: what job title or function should they hold? What skills or level of seniority should they have? Will you consider the size of their company, their age, or their years of experience? The more specific you can get, the better – think microsegmentation, not audience expansion, or you’ll find yourself overspending your budget.
Marketers may run into frustrations with LinkedIn’s bidding system as well. Set your budgets high and your bids low, and aim for a CTR between 0.35%-1%. Hitting this? Great! Bid down to get lower CPCs, or up to get more traffic. If your CTR is any higher, bid aggressively based on CPM instead of CPC.
Now, did any of that make your head hurt? You’re not alone – many marketers run into trouble getting into that sweet spot for LinkedIn advertising. Advertising options on LinkedIn will continue to improve and evolve over time, so make sure you have a strong strategy in place… or bring us onto your team so we can help!
Handling Stress Before (And After!) It Happens
Everybody gets stressed from time to time. To be effective at our jobs, we need ways to prevent, reduce, and handle stress. This can be anything from actively combating stress through micro-bursts of activity to big-picture mental reminders. Here are a few tips we picked up:
- Micro-bursts of exercise for feel-good endorphins: do 30 seconds of HIIT exercise when you feel your stress response kick in!
- Look on the bright side – make a list of what’s going well. What resources do you have at your disposal? What talents or gifts are you or your team bringing to the table? Or even, how are you going to feel once the task at hand is done?
- Focus on your mission. Don’t lose sight of the big-picture in the weeds of your stress! When we don’t have a mission, this lack of purpose can cause us to self-destruct, making us more lethargic and less resilient – and maybe even depressed. What’s your end goal? What do you believe in? What drives you?
- Get mad! Not at yourself, your team, or your customer – get mad at what’s standing in your way. Productive anger looks a lot like determination: the perseverance to kick down every obstacle until you reach success.
How do you handle stress? We’d love to hear your tips!
Using Data Ethically In An Increasingly Transparent World
Data management and ethics is becoming more important to brands than ever. With increasing amounts of our information online or being given to the companies and websites we frequent, a common consumer concern is how brands will use their data. As the example of Facebook has shown us, the answer to that concern shapes the trust and relationship between you and your customer.
Our Marketing Analyst Katie learned the 5 key principles to ethically managing data:
- Don’t be creepy! Take an empathetic approach and put the customer first.
- Commit to integrity and honesty. As a litmus test, ask yourself: “Would I be okay with this as front-page news?”
- Educate your users and your coworkers. Make sure your brand is aligned from top to bottom on data ethics, then communicate to your customers.
- Focus on what the data reflects. Marrying data with context will give you a more well-rounded view of your customer.
- Apply a cultural filter. Remember that humans are multifaceted, not binary – and that means the data we collect is historical and subject to bias.
Have any questions? Our experts are here to help. Let us know!
What Trust Really Is (And Why It Matters)
“Money is the currency of transactions. Trust is the currency of interactions.” Would you make a purchase from a company you don’t trust? Would you follow the advice of someone you doubt?
Our modern world asks us to make trust leaps that are bigger than ever, and happening faster than ever. Many products and services fail because brands underestimate how high and far those trust leaps are. But a successful trust leap is when innovation happens.
People think that the problem with trust is when companies keep secrets – but transparency isn’t the answer to everything. You don’t need to know everything a company is doing in order to trust them. You just need to know they’re not lying to you about it. So how can you do that?
- Don’t build trust – earn it. Trust happens when your customer gives it to you; you can’t create it out of thin air. A trust relationship happens when you earn your customer’s trust continuously.
- Don’t focus on building MORE trust – focus on trust being given to the right people. If you are the right person for your customer to give their trust to, show them why and follow through!
- Don’t prioritize transparency – prioritize truthfulness. Your customer doesn’t need to be bored with every tawdry detail of your organizational structure and behind-the-scenes activity. Prove your honesty to them by keeping your actions consistent with your words, and their trust will follow.
Being trustworthy means you show competence, reliability, empathy, and integrity: in other words, show your customer you know what the right thing is, and then do it, and do it well every time.
Creative Trespassing: Creating Unlimited Possibilities
You don’t have to work somewhere uniquely creative in order to be uniquely creative in what you do. In fact, confronting any obstacles or challenges using creativity often creates unlimited opportunities and possibilities – allows innovation to happen where it didn’t exist before. At Getfused, one of our specialties is merging creativity with critical thinking, blending imaginative inventiveness with analytics and data. We don’t just want to help you solve problems; we want to exceed your expectations and support your growth and flourishing as an organization.
Tania Katan, best known as the founder of the “It Was Never A Dress” movement, shared a few tips and words of encouragement for adding some creative trespassing.
- Use the “What If” question to explore wild possibilities. Limiting beliefs hold us back from joy or opportunity. Asking “What if?” takes away those limiting beliefs and provides space for innovation.
- Suspend all disbelief and start pushing – when you meet resistance, that means you’re doing something new. Don’t get discouraged! You may just be on the right path to a great idea, so keep pushing.
- Transform the norm. Identify a problem or issue that no one is looking to solve. Maybe it’s so small it seems like a non-issue, or it’s become so normal that it gets overlooked. Take that issue, invite diverse humans to the table to talk it over, and brainstorm the most unbelievable, outlandish solutions – starting, of course, with “What if?”. You may just be surprised at what you come up with.
- Disrupt your patterns. When you’re in a rut, try to physically distance yourself. Sometimes going and doing something new, literally giving yourself some distance, lets you see it from a new angle that can inspire a creative solution.
More and more, our world is understanding and accepting how crucial creativity is to succeeding at things that aren’t “creative” in the traditional sense. Our team is always ready to help you define your unlimited and find creative solutions to your challenges.
Did any of this spark some ideas? Are you interested in learning more, or in taking next steps towards greater heights of success? We'd love to chat and help you out in any way we can, so feel free to get in touch!