HubSpot’s Inbound marketing conference is one of the premier professional events for digital marketers at any level. It’s more than just a conference – it’s an experience fueled by the inbound marketing movement that encourages collaboration, innovation and conversation among those in the digital marketing industry.
As one of the Mannix Marketing team members lucky enough to attend HubSpot’s #Inbound15 digital marketing conference, I found myself immersed in valuable insight, helpful information and innovative ideas from the moment I set foot in the first session on my agenda. After four days of absorbing as much as I could from the amazing keynote speakers and incredible industry leaders presenting, I was left feeling both overwhelmed and inspired.
From providing helpful reminders, refreshing perspectives and inspirational ideas, to sharing creative strategies and actionable tactics I can apply to the work I do for my clients, #Inbound15 left me with many takeaways. Here, I’ll share my top three: one helpful reminder, one refreshing perspective and one piece of advice that left me feeling particularly inspired.
1. Reminded: Always Keep Your Audience in Mind
This is a very basic marketing principle, but it’s something that often gets lost in the shuffle of trying to come up with the next great idea or keep up with the latest marketing trend. Whether you’re creating content, crafting a social media strategy or developing an advertisement, knowing your target audience – and I mean really knowing it – is imperative to success.
Take the time to fully understand who your product or service is intended for and how it will help them. Learn as much as you can about the consumers you are targeting. Who are they? What are their lives like? Where do they go for information? What influencers do they listen to? What are their pain points? How can you help relieve those pain points?
Understanding your audience can also help you to effectively connect with the consumers you are targeting. In her session about the Neuroscience of Memorable Content, Dr. Carmen Simon of Rexi Media explained that consumers forget up to 90% of the information that marketers share with them. That means they retain only about 10% of the message we are trying to send. Focusing on what you truly want the consumer to remember, writing with a purpose, and connecting with your audience through stories and experiences that appeal to them can greatly enhance the success of your marketing efforts.
2. Refreshed: Never Underestimate the Value of Well-Crafted Content
As a digital marketing strategist, I spend a LOT of time creating content for my clients and for the organization I work for. At #Inbound15, a number of speakers acknowledged what many in this industry often don’t admit about content creation: it can be difficult, exhausting, frustrating and, at times, it goes completely unappreciated.
While this realistic perspective about content marketing was refreshing, what was even more refreshing was the fact that numerous speakers emphasized the importance and value of high quality content when it comes to marketing a business, product or service successfully. Jason Falls, SVP of Elasticity, put it most concisely in his presentation entitled “There is No Fresh Broccoli: A No Nonsense Blueprint for Digital Marketing Success” when he said, “Without content, you do not exist.”
In order to reach consumers successfully, businesses and organizations need content that will effectively connect with target audience members on an emotional level while providing the information that consumers are looking for. Content comes in a variety of forms – from blogs and articles to videos and images. The more high-quality content you have, the more likely you are to be on the radar of the consumers you are trying to connect with. While content marketing can be immensely challenging, the importance of engaging with consumers by creating and effectively distributing valuable content cannot be overstated.
3. Inspired: Take Risks with Your Marketing Strategies
While I found many speakers and insights to be inspiring during my time at the #Inbound15 conference, a piece of unconventional wisdom from Corey Eridon, Managing Editor of the HubSpot blogs, really stuck with me.
During her session called “18 Hard Earned Lessons From the Trenches of the HubSpot Blog,” Corey offered the following piece of advice: “Don’t blog scared.” Taking risks, even small ones like using profanity in the title of a piece to get attention or covering a topic that others are afraid to tackle, can have an immense impact. If you’re constantly fearful that people will respond negatively when you think outside the box and create something edgy and unique, you’ll become mediocre.
While this mentality applies to blog writing and content creation, I believe it’s also more broadly applicable to marketing efforts in general. Using unconventional ideas and tactics that stray from the tried-and-true methods most marketers are using may be risky, but it may also be the thing that makes your brand or organization stand out from the rest.
Enhance Your Digital Marketing Strategy
At Mannix Marketing, we are always excited to put innovative strategies and creative marketing tactics like those we learn about at Hubspot’s annual Inbound conference to work for our clients. With decades of experience in the field of digital marketing, we know what to do to enhance your business’ online presence and get your brand in front of the consumers you’re targeting.
From website design and content creation to social media management and search engine optimization, the team at Mannix Marketing can help you develop a holistic digital marketing program, customized to suit the unique needs of your business. We’ll work alongside you to put that program into action, helping you get found on the web and helping your business to thrive.
Ready to take your digital marketing efforts to the next level? Contact Mannix Marketing today to learn more about how our team can help you successfully market your business online.