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#SLCHUG Closes out 2016 with Deep Knowledge on Tough Marketing Topics

[fa icon="calendar'] Oct 31, 2016 9:20:00 AM / by Brandon Carter

SLCHUG Oct 27 2016 Event Recap.png

#SLCHUG closed out the year (yeah, the whole year) with a new location and some great content around three topics very few of us know well: social selling, video marketing, and LinkedIn ads.

At least, I don’t know any of those well.

Timothy Dearlove (Twitter - LinkedIn) started us off on social selling. He shared this definition of it:

"Social selling is when sales people 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

Essentially, sales reps can help themselves close more deals by getting active on Facebook, Twitter, LinkedIn and other social channels. But, ditch you notions of Always Be Closing - it won't work on social.

As the definition states, it's all about providing value and answering questions. If your reps keep doing that, eventually the sales will come.

But how do you convince reps to take the time to do social media right? And where is their time best spent? Those answers are in the slide deck below. Give it a read and connect with Tim online if you have more questions.

One other note that is hugely important right now, as we're watcing Twitter crumble (Vine's demise was actually announced during our meeting): don't overly invest in one channel. Same thing applies to search engines - one change in the algorithm and *pook* there goes your leads.

Links from Timothy's presentation:

2016 State of Inbound

Tweetdeck

Google Alerts

Landing Page Critique - https://inbound.org/group/the-pit-landing-page-critiques

Margot Mazur (Twitter - LinkedIn) from Wistia was up next. If, for whatever reason, you feel like video isn't really that great and not something your business should invest in, spend 10 minutes listening to Margot. She will convert you.

Speaking of converting, that's what videos do exceptionally well. Put a video on a landing page, conversions go up. Put a video thumbnail in an email, clicks happen. Send someone a personalized video email, even if it's just 15 seconds and recorded on your phone, they'll call you back.

One big takeaway from her preso: you don't need to spend tons of money on video. For "top of the funnel" content, like an introduction to a webinar, you can use your iPhone. Make a video that's just over a minute and place it above the fold on your site, and it'll draw people in. Here's the link to Wistia's DIY studio tutorial she mentioned.

Longer videos work well also - don't be afraid to create in-depth product tutorials, which will be appealing to your "bottom of the funnel" prospects.

And if you use Wistia, you get a whole bunch of additional functionality and analytics. Integrate it with your HubSpot portal, and you can tie in things like workflows and sales rep notifications.

Check her slides for many more useful tips, including how you might use a "turnstile" in your videos.

Supreme ginger AJ Wilcox (Twitter - LinkedIn) closed SLCHUG out with a crash course on LinkedIn pay per click. As HubSpot central has said a lot in the last year, advertising is an important part of an Inbound strategy. And really, the right ad placed in front of the right person in the right place holds a lot of power.

Among the common PPC networks, LinkedIn costs the most (bummer), but it also results in the highest closes (rad). It has four methods of targeting:

  • Titles
  • Groups (+ Seniority)
  • Job function (+ Seniority)
  • Skills (+ Seniority)

It's really the king of B2B PPC in this regard. If your target buyer is marketing managers who know how to code, LinkedIn will lead you directly to them.

It'll cost you though (at least $6-$8 per click), so AJ definitely recommends directing them to a page where you can at least get an email.

Like the others, AJ had a bunch of crunchy nuggets to toss in. For example, he thinks the best time to advertising is in the morning (but LinkedIn doesn't let you control exactly when your ads appear). And he says the industries that perform the best on LinkedIn PPC are

  • Business services software (deal size over $15k)
  • Recruiting
  • Higher Ed

He also recommends using other PPC networks that have retargeting functions to connect to your LinkedIn ads - the prospect clicks through your LinkedIn ad, then a retargeting pixel from Google or another network takes it from there.

There's lot more to his presentation that I'm leaving out, so please read through AJ's slides as well as Timothy and Margot's. And of course, harass them wantonly online if you have questions.

Thanks to everyone for coming! We really need your feedback on the location, the food, the content, and everything else SLCHUG, so please reach out to myself or Doc with your thoughts. And keep an eye out for a survey hitting your inbox soon. 

Housekeeping:

  • Inbound is in two weeks! We've got a massive contingent heading to Boston from Utah. Whether it'll be enough to win the HUG contest is unknown at the moment. Watch our Twitter for the breaking news (or utter disappointment).
  • Go get your certifications at the HubSpot Academy
  • Our next event is in January. Topics and location will be announced soon.

Here is the deck from the event:

See you in Boston, and in 2017!

Topics: #SLCHUG meeting recaps,

Brandon Carter

Written by Brandon Carter

Writer and public relations pro. Marketing manager at Access Development. A fine gentleman with refined tastes.

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